Maxon Furniture Inc. Brand GuidelinesStyle guide for maintaining the Maxon brand

Maxon Brand Guidelines2

Table of Contents

Our History

Brand Overview

Brand Promise

Brand Voice

Our Logo

Visual Identity

Corporate Templates

Legal Guidelines

3

4

5

6

7 - 12

13 - 18

19 - 24

25 - 28

Maxon Brand Guidelines 3

Our HistoryWith 40 years of experience developing commercial-grade panel systems, Maxon Furniture Inc. is recognized as an organization of the highest caliber in the office

furniture industry, providing clients with outstanding quality and performance.

Panel Concepts was founded in 1976 and Budget Panels, Incorporated (BPI) began operations in 1982. These two systems companies would later pave the way for what

we know now as Maxon Furniture Inc., as both companies were acquired by HON Industries (now known as HNI Corporation) in the 1997 and 1986, respectively. Maxon,

its name stemming from early HON Industries pioneers Max Stanley and Clement Hanson, was formed in 2002 when Panel Concepts and BPI were legally unified.

Since its inception as Panel Concepts and BPI, Maxon Furniture Inc. has been regarded as a company delivering exceptional value, products, quality and operational

excellence. Maxon is proud to be an operating company of HNI Corporation, the second largest manufacturer of office furniture in the world. Along with the backing

of an industry leader in lean and Rapid Continuous Improvement (RCI) processes, Maxon also boasts a member-owned culture committed to productivity and quality. Most products are made right here in the USA and are backed by a Limited Lifetime

Warranty – helping partners and customers rest assured since Maxon genuinely stands behind the products it produces.

Maxon has the right products at the right price and backs its independent dealer partners with the services and support to place them in a Position to Win!

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Brand OverviewThe objective of this manual is to help people who use the brand to understand its origin and main values. These guidelines will provide a clear and visible way to manage and maintain the Maxon Furniture identity which is essential to the success of our company.

These guidelines demonstrate the standards of a consistent voice and appearance across all of our communication channels. This includes our advertising, website, catalogs, brochures, signage and other marketing materials. Presenting a brand in a uniform way time and time again ensures all material product or environment we produce carries the same message that is uniquely Maxon Furniture Inc.

Our brand is not just our logo. It is communicated through every point of interaction our customers have with Maxon Furniture. It is how we present ourselves and how our customers perceive us. Following these guidelines ensure complete uniformity in style and formatting wherever the brand is used.

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Brand PromiseWith the agility of a small company and the experience of an industry giant, we put our customers in a Position to Win. Our brand is supported by the following pillars: Easy To Do Business With, Operational Excellence, Partnership, and Customer Focused.

Easy To Do Business With

We answer the phone.When you contact us, our

members are empowered to provide real-time resolutions.

Operational Excellence

More, better, faster, for less.As part of HNI Corporation,

we hold a large scale advantage with the services we provide and the products

we produce.

Proven Partnership

We win when you win.We value our partnershipsand are committed to long lasting relationships that

benefit all parties.

Customer Focused

We are ready to serve you.From design services, to

project management and post sale resolution, we are driven to provide you with the right

solution.

Position to Win

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Brand VoicePeople tend to think of brands in terms of human characteristics. When you work in partnership with Maxon, there is a team of professionals ready to exceed your expectations; from space planning and finish selection to order entry and shipment tracking. Our special teams that are a phone call away include – Space Planning, Product Management, Installation Specialists, Customer Support, and Sales Operations.

com

mitt

edpartners

agilesupportive

responsive

knowledgeable

professional

Maxon Brand Guidelines 7

Our Logo

Maxon Brand Guidelines8

Maxon LogosThe Maxon logo derives from our office furniture history and the success of our panel systems. All Maxon logos are an important and valuable corporate asset that must be used consistently in the proper, approved materials and forms.

Maxon Brand Guidelines 9

The corporate logos are designed for impact. Clean and bold, they are the foundation for all other logos within the Maxon family.

Orange CharcoalLight Gray Black White Outline

Corporate Logos

Maxon Brand Guidelines10

Position to Win.

All Maxon communication will have a specific audience that is targeted toward Dealerships, Dealer Sales Representatives or National Accounts. These audiences may require the Maxon Corporate logo combined with our target market message - Position to Win. This logo will only be available in the below formats.

White backgrounds only

Maxon colored backgrounds only

Primary Support Logo

Position to Win.

Maxon Brand Guidelines 11

Logo SpecificationsEffective brand management goes beyond preserving the color integrity of our logos. For marketing materials, standard placement of the Maxon corporate and support logos have been established.

For maximum clarity and visual impact, a minimum amount of space must surround the Maxon logo. The clear space must be maintained to keep other logos and elements from crowding or distracting the logo. Clear space surrounding the logo should equal the height of the logo. There should be at least ¼” of clear space between the logo and any border or paper edge.

Size and Clear Space

Logo Height

Logo Height Logo Height

Position to Win.

Logo Height

The Maxon logo should never be smaller than 1” in width. On rare occasions our logo will appear smaller where ad space is very limited.

1” wide

Maxon Brand Guidelines12

Incorrect UseDo not alter the Maxon logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Never attempt to create the logo yourself, change the font, or alter the size or proportions.

DO NOT1. Do not rotate the logo.2. Do not apply a drop shadow.3. Do not apply any effects.4. Do not alter the transparency of the logo.5. Do not make a pattern or texture with the logo.6. Do not recolor the logo.7. Do not move “Maxon”.8. Do not skew or stretch the logo in any way.9. Do not use a low resolution logo.

Not Shown:• NEVER remove the registration mark.

• Do not combine the logo with any other elements - such as graphics, photos, slogans or symbols.

• Do not display the logo in a way that suggests a third party’s product is a Maxon product or that the Maxon name is part of a third party’s product name.

1. 2. 3.

4. 5. 6.

7. 8. 9.

Maxon Brand Guidelines 13

Visual Identity

Maxon Brand Guidelines14

ColorThe corporate color palette reflects a rich and dynamic Maxon Furniture Inc. Our primary colors, orange, black, charcoal, and light gray are an integral part of the Maxon image. The secondary color palette is primarily used for maxonfurniture.com and corporate marketing materials only.

Primary Palette

Secondary Palette

Maxon Orange Maxon Black Maxon Charcoal Maxon Light Gray

Deep Purple Blue Medium Blue Light Blue Light Slate

Maxon Brand Guidelines 15

Color SpecificationsPrint materials will use CMYK color coding. Web or digital materials will use RGB or Web #. Microsoft® programs will always use RGB or Web #, no matter for web or print.

Color Pantone C M Y K R G B Web #

Maxon Orange Pantone 1595 0 71 100 3 216 96 24 D86018

Maxon Black Black C 63 62 59 94 4 0 0 040000

Maxon Charcoal Cool Gray 11 44 34 22 77 83 86 90 53565A

Maxon Light Gray Pantone 423 22 14 18 45 137 141 141 898D9D

Deep Purple 0 50 0 90 64 27 45 401B2D

Blue 90 70 30 15 45 80 120 2D5078

Medium Blue 40 20 10 5 146 172 196 92ACC4

Light Blue 10 5 2 2 220 226 234 DCE2EA

Light Slate 17 9 17 0 210 216 207 D2D8CF

White 0 0 0 0 255 255 255 FFFFFF

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TypographyAs with our logo, consistent use of the corporate typefaces - Asap and Calibri - reinforces Maxon’s brand identity. Both provide support through expanded character sets and multiple communication templates.

Primary Typeface - Asap

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+~!@#$%^&*()+[]\{}|;’:”<>?,./

Asap should be used for headlines in marketing and website materials only. Headlines or labels are to never be all caps.

Asap RegularAsap Bold

Asap Bold ItalicAsap Italic

Secondary Typeface - Calibri

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+~!@#$%^&*()+[]\{}|;’:”<>?,./

Calibri should be used for all materials as the body type. This will be the default typeface within Microsoft Power Point and Microsoft Word.

Calibri RegularCalibri BoldCalibri Bold Italic

Calibri ItalicCalibri LightCalibri Light Italic

Maxon Brand Guidelines 17

Trademark SymbolsIt is important that the size of the trademark symbol be in proportion with the text. The trademark symbol should always be legible without over powering the type before it. Space between the trademark and previous letter should be minimal, but never touching. Trademark symbols should only be utilized in headlines or titles. They will never be used in paragraphs or body text.

Prefix®

Emerge™

Prepare™

Include®

Surpass®

Prefix®

Emerge™

Prepare™

Include®

Surpass®

CalibriAsap

Include®

Smartspace™

Smartspace™Smartspace™

Maxon Brand Guidelines18

Corporate Templates

Maxon Brand Guidelines 19

StationaryCorporate stationary and business cards utilize the Maxon logo as shown below. Business cards are double sided using both the standard Maxon logo as well as the white outlined Maxon logo.

Maxon Furniture Inc.200 Oak StreetMuscatine, IA 52761

Firstname Lastname

EmailA@maxonmail.com

200 Oak Street Muscatine, Iowa 52761p. 800.876.4274

c. 555.555.5555

Position Title

Business Card (front/back)

Letterhead

Envelope

Panel Systems | Desking | Storage | Seating | Tables | Accessories

www.maxonfurniture.com

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Presentation TemplatesThe Maxon presentation template is available in standard screen on Microsoft® Power Point. Presentation standard work and guidelines can be found on Maxon SharePoint. It is important not to altar or update the presentation templates in any way.

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E-mail SignaturesAll e-mail signatures are provided below. The signature set up instructions can be found on Maxon SharePoint. Aside from editing the contact information, do not alter the layout in any way, including adding/changing colors, changing the font, etc. All emails must have a signature.

Primary e-mail signature - Windows®

Firstname LastnameTitle

Maxon Furniture Inc.c. 000.000.0000www.maxonfurniture.com

Primary e-mail signature - Mobile

Firstname LastnameTitle

Maxon Furniture Inc.c. 000.000.0000www.maxonfurniture.com

Sent from my iPhone

Primary e-mail signature - Mac®

Firstname LastnameTitle

Maxon Furniture Inc.c. 000.000.0000www.maxonfurniture.com

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IconographyAll icons are available in Maxon branded colors except orange. The icons shown are only a small portion of a growing library. Reach out to marketing team if the icon you’re looking for is not represented in the library.

previous next up down

agreement wrench networking teamwork graph gain loss

phone phonebook phone call email location tag stop watch

Maxon Brand Guidelines 23

PhotographyOur photography style is clean and natural. It should express the idea of discovery and collaboration. Filters can be used with our brand colors to create cohesion across different photographs. All photography should be approved by marketing before using in branded materials.

Maxon Brand Guidelines24

Legal Guidelines

Maxon Brand Guidelines 25

Company NameMaxon Furniture Inc. is our company name, while Maxon or Maxon Furniture is our brand. These names are legally registered. In written documents, please follow the guidelines below in order to protect our legal rights and our brand integrity.

Referring to the Company

Maxon Furniture Inc.

Incorrect:Maxon Furniture, Inc.Maxon® Furniture Inc.Maxon Furniture® Inc.Maxon Inc.Maxon™ Furniture Inc.Maxon Furniture™ Inc.

Examples using Maxon or Maxon Furniture

Maxon logoMaxon colorsMaxon membersMaxon Furniture valuesMaxon brandMaxon Furniture has partnered with . . .Maxon Edge

Examples using Maxon Furniture Inc.

Maxon Furniture Inc. will present at . . .Maxon Furniture Inc., we put you in a position to win . . .Maxon Furniture Inc. now has seating . . .

Referring to the Brand

Maxon or Maxon Furniture

Incorrect:Maxon®Maxon™

Maxon Brand Guidelines26

Copyright NoticeCorporate brochures, flyers, cut sheets, pricebooks, and maxonfurniture.com require a copyright notice. This may appear in small, but still legible, at the bottom of the back cover or last page.

The format for Maxon Furniture Inc. copyright notice is as follows:

Form #(product) (mm/yy)©[Year of Publication] Maxon Furniture Inc.Specifications subject to change without notice.

Example format for Maxon Furniture Inc. copyright notice:

Form #INCL (03/19)©2019 Maxon Furniture Inc.Specifications subject to change without notice.

Include®

P 800.876.4274service@maxonmail.comwww.maxonfurniture.com

Form #INCL (02/18)©2018 Maxon Furniture Inc.Specifications subject to change without notice

Include® has achieved BIFMA level® 2 and SCS Indoor Advantage™ Gold Certifications.

CoverCredenzas, Laterals, Pedestals: White Paint | Pinnacle Laminate

Storage Towers: Platinum Paint | Beigewood Laminate

Foot R-PullCasters A-Pull

Details

See pricebook for additional information.

Maxon Brand Guidelines 27

CertificationsIf a product has achieved SCS Indoor Advantage or BIFMA level® certifications, the statement must be included on the bottom of the back cover or last page. All affiliated logos are shown below.

The format for Environmental certification is as follows:

[Product]® has achieved BIFMA level® 2 andSCS Indoor Advantage™ Gold Certifications.

Include®

P 800.876.4274service@maxonmail.comwww.maxonfurniture.com

Form #INCL (02/18)©2018 Maxon Furniture Inc.Specifications subject to change without notice

Include® has achieved BIFMA level® 2 and SCS Indoor Advantage™ Gold Certifications.

CoverCredenzas, Laterals, Pedestals: White Paint | Pinnacle Laminate

Storage Towers: Platinum Paint | Beigewood Laminate

Foot R-PullCasters A-Pull

Details

See pricebook for additional information.

Maxon Brand Guidelines28

For More InformationAll assets detailed in this document are available for download.

All use of Maxon assets must be sent for approval to: maxonmarketing@maxonmail.comFor questions, please e-mail: maxonmarketing@maxonmail.com

©2019 Maxon Furniture Inc | Volume 3