TM

Brand Guidelines
Introduction i

These BLACK+DECKER brand guidelines provide the rules for designing communications
aligned with the BLACK+DECKER brand strategy. These guidelines foster creativity and help
us infuse all of our communications with the tone and emotion that we want our audiences
to associate with BLACK+DECKER.
The consistent application of our identity, including the BLACK+DECKER logo, typeface,
color and layout, is essential as we strive to deliver a strong and unified presentation of our
brand.

Table of Contents

i Introduction 2.1 Application Examples

ii Positioning Statement 2.2 Using the logo as a Graphic Element
iii Brand Character 2.3 Packaging
2.4 Merchandising
1.1 Design Elements 2.5 Digital Brand Expressions
1.2 Our Toolkit 2.6 Digital Brand Expressions (Continued)
1.3 Logo 2.7 Powerpoint Communications
1.4 PT/OD Orange Logo 2.8 Business Cards
1.5 Alternate Orange Logo 2.9 Promotional Materials
1.6 Alt Orange Logo - Proper Use
1.7 SDA/Home Gray Logo 3.1 Home Packaging Guidelines
1.8 SDA/Home Alternate Gray Logo
1.9 Logo Clear Space 4.1 PT/OD Packaging Guidelines
1.10 Logo Incorrect Use
1.11 Logo Incorrect Use (Continued)
1.12 Applying the logo to products
1.13 Color
1.14 Typography
1.15 Imagery: Overview
1.16 Imagery: Overview (Continued)
Positioning Statement ii

For the inspired who want a home, not just a

place to live. We believe in empowering people,
from inspiration to a job well done, for a lifetime of
proud moments.

We’re here to provide powerfully simple

products while delivering the confidence
and know-how to transform dreams into reality.

At BLACK+DECKER we’re here to Power People.

brand positioning iii
III

WHO ARE WE?

We are your champion.
From inspiration to execution, we enable you to bring your vision
ion home.
Confidential. For internal and partner use only. July 2013
brand positioning iv
III

WHAT IS OUR PURPOSE?

Together, to transform the place you live into your home.
Confidential. For internal and partner use only. July 2013
brand positioning III
v

WHAT IS SPECIAL?
Powerful simplicity. Deep cultural roots. Everywhere.
Made for the tomorrow that we all dream about.
Confidential. For internal and partner use only. July 2013
Brand Character
HONEST
At BLACK+DECKER, we build honest
products for honest people. It’s our
privilege to be in your home, and you
can trust us to respect that privilege by
delivering exactly what we promise.
INTUITIVE
You know—in fact, you feel—when you’ve
“gotten it right” in your home. We feel the
same way about everything we deliver,
from products that are effortlessly usable
to how-to’s that makes the most complex
task seem natural. Powering people is what
we’ve done for over a century—to us, that’s
intuitive.
Brand Essence
Powering People
Confidential. For internal and partner use only.
vi
INVOLVED
It’s not a product, it’s a sense of accomplishment
that we earn together. It’s not a workspace, it’s
your home. And we’re there with you through it
all. We want to inspire your dreams, to give you
the confidence to make those dreams a reality,
and then, together, to make your home—and
your world—a better place.
THOUGHTFUL
“Measure twice, cut once,” we always say. At
BLACK+DECKER, we recognize that resources
are scarce, whether we’re talking about your
time, your dollars, or your planet. That’s why our
green values and focus on sustainability are a
part of everything that we do, from designing
products that meet your needs to reusing
recycled materials.
November 2013
Design
Elements
Our Toolkit — The Brand Identity Elements Design Elements 1.2

Our design toolkit contains our brand elements,

all of which reinforce our brand identity.

When used consistently, these elements help us

to differentiate our brand in the highly competitive
retail environments.

Logo
Our logo consists of our wordmark and
orange frame. It is the most recognizable
representation of our brand.

TM

Colors
Our simple color palette communicates
empowerment, harmony, energy and
fresh thinking.

Typography
Our typeface, Gotham, is a modern Gotham Arial
Gotham Book Gotham Medium Gotham Bold Arial Regular
sans-serif font that complements the abcdefghijk abcdefghijk abcdefghijk abcdefghijk
BLACK+DECKER identity. Use Arial, a ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK
1234567890 1234567890 1234567890 1234567890
standard font on most computers, for
desktop or Web applications. Gotham Book Italic Gotham Medium Italic Gotham Bold Italic Arial Bold
abcdefghijk abcdefghijk abcdefghijk abcdefghijk
ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK
1234567890 1234567989 1234567890 1234567890

Photography
Our photography is always genuine,
warm, inviting and personal.

Confidential. For internal and partner use only. November 2013

Logo Design Elements 1.3

The BLACK+DECKER logo is a reference to However, in running copy, our name

our company’s rich history and is our most should always appear without spaces
recognizable brand component. The logo and be set in all caps: BLACK+DECKER.
is also the foundation of our visual system
and the elements that set our brand apart.
Our logo is approved artwork, and typing
the company name as text should never be
substituted for it.

Logo

Wordmark

TM

Signature Frame

Wordmark artwork, templates and additional assets

may be downloaded at http://www.XXXXXXX.com/

Confidential. For internal and partner use only. November 2013

power tools/outdoor Design Elements 1.4
STACKED ORANGE Logo Version
(PREFERRED)

There are a limited number of color variations

available for the logo. The stacked orange
logo is the preferred logo and should be
placed on a black background.

The logo must never be altered, modified or

recreated. Any attempt to modify or alter our
logo is a violation of our standards.
TM

BLACK+DECKER
Orange

PANTONE 166 C

IN-Line ORANGE Logo Version

(alternate)

Logo artwork, templates and additional assets

may be downloaded at http://www.XXXXXXX.com/

Confidential. For internal and partner use only. November 2013

STACKED ORANGE Logo Version Design Elements 1.5
(alternate)

The logo on the previous page is the preferred

version for all BLACK+DECKER materials and
communications. Because applications vary,
there may be instances where a orange logo is
needed on a white or lighter background.

TM
BLACK+DECKER
Orange

PANTONE 166 C

IN-Line ORANGE Logo Version

(alternate)

Logo artwork, templates and additional assets

may be downloaded at http://www.XXXXXXX.com/

Confidential. For internal and partner use only. November 2013

 1.6

PROPER USE OF LOGO over

backgrounds
When used over photographic images or backgrounds, the logo sits
transparent over the clean and lightest area possible to best represent the
signature treatment and avoid clutter

The badge treatment should be avoided at all times.

HOME GRAY Stacked logo version Design Elements 1.7
(preferred)

To accommodate the color of Small

Domestic Appliances and Home Cleaning
Products, gray-toned versions of the logo
are available.

These logos are only to be used on

products, packaging and business uses that
deal specifically with these two categories.

BLACK+DECKER
Gray

PANTONE
COOL GRAY 11 C

IN-Line HOME GRAY Logo Version

(alternate)

The logo must never be altered, modified or

recreated. Any attempt to modify or alter our logo
is a violation of our standards.

Logo artwork, templates and additional assets

may be downloaded at http://www.XXXXXXX.com/

Confidential. For internal and partner use only. July 2013

HOME GRAY Stacked logo version Design Elements 1.8
(alternate)

To accommodate the color of some Small

Domestic Appliances and Home Cleaning
Products, their is an alternate silver or
lighter gray logo on a black background
available

These logos are only to be used on

products, packaging and business uses that
deal specifically with these two categories.

BLACK+DECKER
Gray ALTERNATE

PANTONE
COOL GRAY 6 C

IN-Line HOME GRAY Logo Version

(alternate)

Logo artwork, templates and additional assets

may be downloaded at http://www.XXXXXXX.com/

Confidential. For internal and partner use only. November 2013

Logo Clear Space Design Elements 1.9

Clear space frames the logo, separating it from Logo clear space
other elements such as headlines, text, imagery
and the outside edge of printed materials. x

A minimum amount of clear space must surround

the logo at all times. This space (marked “x”) is
equal to the cap height of the letter “B.” Whenever
possible, allow more than this amount of clear space x

Note: The same clear space rules apply to all

horizontal and vertical BLACK+DECKER logo.

Minimum size
TM
In reproducing the BLACK+DECKER logo,
be conscious of its size and legibility. x

“TM” size and placement x x

The TM symbol scales independently of the logo
when it is reduced or enlarged significantly: Minimum size

- When enlarging the logo above 4"/102mm, the TM

should be to scale appropriate to the application.
TM

- Do not reduce the TM smaller than 4pts.

- Always place the TM in the lower right outer edge 0.5"/12.5mm

of the frame, as illustrated on the right.

“TM” size and placement

TM TM

Do Not enlarge the TM in the TM in the correct scale.

same scale as the brand logo,
otherwise it will look too large.

Confidential. For internal and partner use only. November 2013

LOGO INCORRECT USE Design Elements 1.10

The integrity of our logo must be respected

at all times. Don’t stretch, condense, morph
or otherwise manipulate it. Any modification
of the logo confuses its meaning and
diminishes its impact.

Note: Always reproduce the logo from TM

approved electronic artwork.

Do Not alter the logo colors. Do Not change the Do Not remove the logotype
typeface of the logo. from its containing shape.

TM

Do Not manipulate the logo. Do Not place the logo on Do Not stylize the logo.
similar background colors.

YOUR LIFE IS GOING TO BE EASIER WITH

THESE NEW INNOVATIONS.

TM TM

Do Not treat the negative Do Not fill the inner Do Not use the logo as
space like a solid color or holding shape with colors. part of a sentence.
badge.

Confidential. For internal and partner use only. November 2013

LOGO INCORRECT USE (Continued) Design Elements 1.11

The integrity of our logo must be respected

at all times. Don’t stretch, condense, morph
or otherwise manipulate it. Any modification
of the logo confuses its meaning and
diminishes its impact.

Note: Always reproduce the logo from

approved electronic artwork.

Do Not use the wordmark Do Not change the relationship Do Not change the thickness of
separate from the holding between the wordmark and the the frame.
shape. framing device.

Do Not add 3-D effects Do Not add any graphic Do Not alter the
such emboss, or drop elements to the logo. containing shape.
shadow to the logo.

BLACK+
DECKER
BLACK+
DECKER

L ITHIUM 20 V
LITHIUM DRILL / DRIVER
PERCEUSE / VISSEUSE AVE PIL AU LIYHIUM ION
TALADRO/DESTORNILLADOR
CON BATERIA DE IONES DE LITIO

Do Not use the framed logo Do Not change the overall Do Not create direct
when using the framing device form of the frame to adapt lock-ups to the logo.
as a graphic element. to the layout.

Confidential. For internal and partner use only. November 2013

Applying the logo to products Design Elements 1.12

The BLACK+DECKER logo comes to

life on our powerful simple products.
Depending upon the type of product,
the different logo versions can be used
in a way that speaks to the simplicity and
power of the BLACK+DECKER brand.

Confidential. For internal and partner use only. November 2013

Color Design Elements 1.13

Color BLACK+DECKER black BLACK+DECKER white

Color is a primary means of visual Orange Gray
identification for BLACK+DECKER.
Our colors were chosen with care and
consideration to communicate
empowerment, harmony, energy and
fresh thinking.
Pantone 166C Black Pantone Cool Gray 11C White
RGB: 229, 83, 2 CMYK: 0, 0, 0, 100 RGB: 77, 78, 83 CMYK, 0, 0, 0, 0
Note: These guidelines are not color
RGB: 35, 31, 32 RGB: 255, 255, 255
matching standards. Global Color Standards Pantone Cool Gray 6C
are available. At not time should the RGB: 175 175, 175
BLACK+DECKER Pantone be printed in
CMYK.

Note: The colors shown on

this page and throughout
these standards have not
been evaluated by Pantone,
Inc. for accuracy and may
not match the PANTONE
Publication for accurate
color. PANTONE® is the
property of Pantone, Inc.

Confidential. For internal and partner use only. November 2013

Typography Design Elements 1.14

Typography Primary typeface

Gotham
Typography is another essential building
block of our identity system. When used
consistently, our typeface will give our
communications a distinctive and instantly
Gotham Book Gotham Medium Gotham Bold
recognizable visual style, strengthening
all of our communications. abcdefghijk abcdefghijk abcdefghijk
ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK
The BLACK+DECKER primary typeface, 1234567890 1234567890 1234567890
Gotham, helps us establish a unique
and cohesive voice across all of our Gotham Book Italic Gotham Medium Italic Gotham Bold Italic
communications. abcdefghijk abcdefghijk abcdefghijk
ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK
Gotham is a multipurpose, modern 1234567890 1234567890 1234567890
sans-serif typeface. The open rounded
form makes it an ideal and very legible
font for all point sizes. Its simplicity
expresses a confident, professional tone.

In desktop applications (such as Microsoft® Desktop

Arial
Word or PowerPoint®), for HTML text on
the Web, where Gotham not available,
use Arial Regular and Bold.
Arial Regular Arial Bold
abcdefghijk abcdefghijk
ABCDEFGHIJK ABCDEFGHIJK
1234567890 1234567890
Arial Italic Arial Bold Italic
abcdefghijk abcdefghijk
ABCDEFGHIJK ABCDEFGHIJK
1234567890 1234567890

For more information on purchasing Gotham

please download from www.typography.com

Confidential. For internal and partner use only. November 2013

Imagery: Overview Design Elements 1.15

BLACK+DECKER displays high quality Lifestyle

product photography, which is critical to an
impactful design.
As the examples here illustrate, these
images help convey the emotional and
technical sides of the product.
Using natural lighting, these images
should be used most prominently in
our communications
(e.g., brochure covers, advertising,
POP, etc.).

Photo Guidelines
Photography reflects proper use in and
around the home – it’s a balance of lifestyle
and performance.

Product Views
These images are used predominantly on packaging to
showcase the quality and innovation of our products.

Standard Profile 3/4 View Top View (if applicable)

Confidential. For internal and partner use only. November 2013

Imagery: Overview Design Elements 1.16

BLACK+DECKER displays high quality Features

product photography, which is critical to an Close in, more Instructional or
demonstrates the technical aspects of
impactful design. the product

As the examples here illustrate, these

images help convey the emotional and
technical sides of the product.

Photo Guidelines
Photography reflects proper use in and
around the home – it’s a balance of lifestyle
and performance.

Killer App or Power Shot

For high voltage tools, it is often
necessary to claim power and visually
show performance

Confidential. For internal and partner use only. November 2013

APPLICATION
EXAMPLES
Using The Logo As A Graphic Element Design Elements 2.2

The BLACK+DECKER logo consists of two main

elements, the wordmark and the signature
frame. These two elements also form the basis
Frame
for the visual system. The holding shape is The frame expands from the upper
the container for the entire BLACK+DECKER left-hand corner on packaging and
brand. The frame expands on packaging and communication materials
communication materials.

When used as a stand alone logo always use

the approved electronic artwork.

x x

TM

“X” should always be equal thickness.

No matter the size of the holding shape, the thickness

of the frame should always be equal to the thickness of
the vertical element of the letter “B” in BLACK+DECKER.
Keep the logo top right aligned when using the graphic
element. Be sure to place the
trademark near the
wordmark when using the
logo as a graphic element

Final package design

Confidential. For internal and partner use only. November 2013
Packaging Application Examples 2.3

It is one of the most powerful consumer touch points of

Black+Decker. A clean and consistent package greatly contributes
and impacts the point of sale, shop-ability, and ease of brand
recognition

Use the orange logo on a black background for outdoor and power
tool products and packaging. Use the gray logo on a white for SDA
and Home products and packaging.

SDA and Home Products

Outdoor and Power Tools

Frame color
SDA and Home packaging
should always use the
BLACK+DECKER Gray frame
and wordmark

Frame color
Outdoor and Power Tool
packaging should always use the
BLACK+DECKER Orange frame and
wordmark

Confidential. For internal and partner use only. November 2013

MERCHANDISING Application Examples 2.4

The frame of the BLACK+DECKER logo

expands to contain headlines, product
information and images on communication
materials and packaging. Using the frame
consistently on all applications will give our Typography
communications a distinctive and instantly All typography Part of the photo should
set in Gotham all caps extend out of the frame for
recognizable visual style. more visual impact

Graphic element
Using the frame as a graphic
element reinforces the brand
without showing the logo

Confidential. For internal and partner use only. November 2013

Digital Brand Expressions Application Examples 2.5

The frame of the BLACK+DECKER logo is

also used on our website’s home page.
The logo, products, imagery, suggestions
and testimonials are featured prominently
inside the frame.

Background
Solid black

Accent color HOME PRODUCTS & ACCESSORIES PARTS & SERVICE PROJECTS & ADVICE LOG IN SIGN UP Search

Use BLACK+DECKER
orange as an accent color
TOOLS | APPLIANCES | CLEANING | LAWN & GARDEN

RECYCLING
IDEAS
FPO COMMUNITY
DUST
BUST
ER
9.6V

© Copyright 2013, BLACK+DECKER. All rights reserved. | Global Site | Privacy Policy | Submit an Idea | Corporate Information | Careers | Investor Relations | Citizenship | Affiliate Program FOLLOW BLACK+BECKER

Confidential. For internal and partner use only. November 2013

DIGITAL BRAND EXPRESSIONS Application Examples 2.6

The frame of the BLACK+DECKER logo

takes on new life in the digital space. It is
used to highlight conversations (e.g., on
Twitter) or to showcase individual products
in online retail. This application ensures a
distinctive visual style and instant brand
recognition.

framing device
The graphic element is
used to draw the reader in

FPO LITHIUM 20V

LITHIUM 20V

LITHIUM 20V

E-Retail
Using the graphic element in an online
retail setting lets BLACK+DECKER
products stand out from the competition

Confidential. For internal and partner use only. November 2013

POWERPOINT COMMUNICATIONS Application Examples 2.7

When representing the BLACK+DECKER Both PT/OD and Home are available.
brand, these powerpoint templates should
be used for all internal and retail sales
presentations.

Confidential. For internal and partner use only. November 2013

Business cards Application Examples 2.8

A business card is a very visible brand tool,

and makes an immediate impression about the
company and the individual. The consistent
application of the logo, typeface, color and
layout is essential to a strong presentation of
the brand.
Left align type Logo placement
Typography Top right corner
Use Gotham Regular and Medium
8pt type on 9pt line spacing

Typography Color
BLACK+DECKER Orange (Pantone® 166) Joe Smith
Director, Brand Marketing
and Pantone® Cool Gray 11

Size BLACK+DECKER Corporation

3.5" x 2" Typography 701 East Joppa Road
All typography flush left, rag right Towson MD 21286

T. 1 410 716 3900

E. joe.smith@sbdinc.com

Size
3.5"x 2"

Small Domestic Appliances/Home

Cleaning Products Variation
Joe Smith
Licensing Manager
Small Domestic Appliances

BLACK+DECKER Corporation
701 East Joppa Road
Towson MD 21286

T. 1 410 716 3900

E. joe.smith@sbdinc.com

Confidential. For internal and partner use only. November 2013

promotional materials Application Examples 2.9

Promotional materials should

emphasize the BLACK+DECKER brand.
BLACK+DECKER orange and the frame
are the main elements that can be
emphasized in these applications.

TM

brand cue
Some applications will
allow the BLACK+DECKER
frame to accent the item

Confidential. For internal and partner use only. November 2013

 TM

Home
packaging GUIDELINES
PACKAGE OVERVIEW 1

1 Front Panel 5 Back Panel

Primary presentation of product, includes: Includes: Logo, Features and benefits, Specification chart,
Logo, Voltage/Numeric descriptor, Product name, Included accessories, “Ship To” label, Made-In statement,
Large beauty of product, Unique attribute, and Catalog number
Gradient shelf and Catalog number
6 Bottom Panel
2 Alternative Front Panel Includes: Contents chart, Warranty/Guarantee text,
Includes: Logo, Voltage/Numeric descriptor, “Complies With” statement, “Contents May Vary” statement,
Product name, Large beauty of product, Address, B+D website and phone number and Catalog number
Warning text, Gradient shelf and Catalog number
7 Inside Flap (optional)
3 Side Accent Panel Includes: “Need More Accessories?”
Includes: Main feature and benefit, statement with coordinating accessories
Large Application shot and Catalog number

4 Top Panel
Includes: Logo, Voltage/Numeric descriptor,
Product name, Small beauty of product,
Warranty icon, Gradient shelf and Catalog number
(Split vs. Sellable)

4 7 4

1
2

3 5

6 6
Front Panel 2

1 BLACK+DECKER™ Logo (Start Here) 2 Voltage/Numeric Descriptor 4 Product Description Translations

Place the logo (stacked preferred) in the
upper left corner. Scale proportionately so
height is 20-25% of the panel vertically.
Once established, extend frame to the
right and bottom panel sides, retaining
frame’s stroke thickness and corner curves.
The ‘B’ Rule
Many elements on each panel, size and
3 Product Description - English
spacing, are based off the height of the
‘B’ in the logo. Refer to the ‘B’ Rule Key for
initial layout of all panels.
Logo placement may shift according to the
‘B’ Rule spacing.
Stacked preferred
• Color: Accent color, matching product
Default color is black when no accent color
is used on product. Otherwise, product
accent color dictates featured color
• Size: 1B in height
• Horizontally aligned left with wordmark
5 Shelf (Gradient)
• Color: Cool Gray 11C
• Size: ¼B in height (for a single line),
Gotham Medium, Title case
• Horizontally aligned left with wordmark
• Color: Cool Gray 11C
• Size: Equal prominence to English,
Sentence case
• Always French then Spanish, respectively
for NA market
• Horizontally aligned left with wordmark
• Begins at bottom third space within frame
• Radial gradient horizontally masked
through its center
• Placed behind beauty, creating a plane for
the product to “rest”
• Fades transparent on left side before
reaching product description

INSIDE CLEAR SPACE

1
The ‘B’ Rule Key

B
• Height of Voltage/Numeric Descriptor
1 • Height of Unique Attribute
(i.e. Lithium icon) 2

B
3
• Outside clear space
⅓

¼ B • Height of English product description

4

5
Shelf (Gradient) Build
INSIDE CLEAR SPACE

7
Location 50%
Cool Gray 11C White (0,0,0,0) 8
Opacity 100% Opacity 0%

9
Confidential. For internal and partner use only. November 2013
Front Panel Continued 3

6 Featured Product 7 Unique Attribute (Optional & must 9 Disclaimers

• ¾ view, as large as possible, be true competitive advantage)
occupying majority of right side of panel • Color: Accent/default color
• Shadow at points where product “rests” • Size: 1B in height
on shelf • Horizontally aligned left
with wordmark, bottom corner
8 Catalog Number
• Color: Cool Gray 11C
• Size: Min. 14 pts., Max. 20 pts., Gotham Book
• Placement in bottom right corner
of inside clear space
• Color: Cool Gray 11C
• Size: Min. 7 pts., Gotham Book,
Sentence case
• Placement in bottom left corner of panel,
outside of frame
* Note: Frame distance to bottom edge
will vary to accomodate disclaimers

The ‘B’ Rule Key

B
• Space between the wordmark INSIDE CLEAR SPACE
1 and Voltage/Numeric Descriptor
• Height of Voltage/Numeric Descriptor 1
• Space between English and translations
• Height of Reason-to-Believe

B
2
• Outside clear space
⅓
3

¼ B • Height of English product description

5
Product Shadow Build
6

7
8
Black (100K) White (0,0,0,0)
Opacity 100% Opacity 0%
INSIDE CLEAR SPACE

9
Confidential. For internal and partner use only. November 2013
Alternative Front Panel - Left Side 4

1 Logo 7 WARNING Label

• Place signature logo (stacked preferred)
horizontally aligned centered within panel
• Outside clear space on left and right side
of frame will vary
• ⅓B space above the frame, measurement
based on ‘B’ of Alternative Front Panel
2 Voltage/Numeric Descriptor
Stacked preferred
• Color: Accent/default color
• Size: 1B in height
• Horizontally aligned left
with ¼ inch dieline margin
• Color: Cool Gray 11C
• Size: per legal requirements
WARNING – Min. 10 pts., Gotham Bold, All caps
Text – Min. 8 pts., Gotham Bold, All caps
8 Catalog Number
• Color: Cool Gray 11C TOP OUTSIDE CLEAR SPACE
• Size: Identical to front panel
• Adjacent to bottom and right
edges of ¼ inch dieline margin
1

3 Product Description - English

• Color: Cool Gray 11C
• Size: ¼B in height (for a single line),
Gotham Medium, Title case
The ‘B’ Rule Key

B
• Horizontally aligned left with
¼ inch dieline margin •Space between logo and
1 Voltage/Numeric Descriptor
4 Product Description Translations • Height of Voltage/ 2
• Color: Cool Gray 11C Numeric Descriptor
• Size: Equal prominence to

B
English description, Sentence case • Above frame 3
• Horizontally aligned left with outside clear space
¼ inch dieline margin
⅓
• Product will determine ultimate spacing
between English and translation

B
descriptions • Height of English 5
product description 6
5 Shelf (Gradient)
• Placed behind beauty, creating a ¼
plane for product to “rest”
• Fades transparent on sides
before reaching panel edges
4
6 Featured Product
• ¾ view, as large as possible,
occupying majority of right side of panel
• Shadow at points where product “rests”
on shelf

7
8
Confidential. For internal and partner use only. November 2013
Side accent Panel 5

1 Background 4 Feature & Benefit Translations

• Panel flooded with accent/default color - Feature
Color: White
2 Feature & Benefit - English Size: Equal prominence to English feature
• Main call-out for product call-out, Gotham Medium, Sentence case
is displayed on this panel - Benefit
- Feature Color: White
Color: White Size: Equal prominence to English
Size: Min. 12 pts., Gotham Medium, description benefit call-out, 1
Title case Gotham Book, Lower case 2
- Benefit • Horizontally aligned centered
Color: White within panel
Size: Min. 10 pts., Gotham Book, Lower case
• Horizontally aligned centered within panel 5 Catalog Number
• Color: White
3 Application Shot • Size: Identical to front panel
• As tall as the panel allows • Adjacent to bottom and right
• Rounded corners mimic logo’s frame, edges of ¼ inch dieline margin
no stroke
• ⅓B outside clear space to the left and right
of photo, measurement based on ‘B’ of
Front Panel
3

The ‘B’ Rule Key

(based on ‘B’ of front panel)

⅓ B • Outside clear space

5
Confidential. For internal and partner use only. November 2013
Top Panel - Split 6

Upper Panel 3 Mini Featured Product The ‘B’ Rule Key

1 Logo Frame • A smaller scaled profile beauty, (based on ‘B’ of front panel)

B
• Copy/Paste frame from front panel, shift occupying right side of panel
• Shadow at points where product • Maximum height of
and scale to the requred ⅓B outside clear Voltage/Numeric Descriptor
“rests” on the shelf 1
space
• Frame’s sides extend passed dieline
4 Shelf (Gradient)

B
without completing the full loop
• Placed behind beauty, creating a
2 Logo Wordmark plane for product to “rest” • Outside clear space
Stacked preferred • Fades transparent on left side ⅓
• Place wordmark in upper left corner within before reaching wordmark

B
frame, inside clear space is identical to that
of the front panel • Height of English product description
• Occupying majority of left side of panel ¼

1
INSIDE CLEAR SPACE

3
Upper Panel 2

6
9
7
Lower Panel

8 10

Confidential. For internal and partner use only. November 2013

Top Panel - Split Continued 7

Lower Panel 7 Product Description - English 10 Catalog Number

5 Logo Frame • Color: Cool Gray 11C • Color: Cool Gray 11C
• Copy/Paste frame from top upper panel, • Size: ¼B in height (for a single line), • Size: Identical to front panel
shift to the requred ⅓B outside clear space Gotham Medium, Title case • Placement in bottom right corner
• Frame’s sides extend off panel without • Horizontally aligned left with inside clear of inside clear space
completing the full loop space, identical to the front panel
• Sides should line up when upper and lower The ‘B’ Rule Key
panels are folded towards eachother
8 Product Description Translations (based on ‘B’ of front panel)

B
• Color: Cool Gray 11C
• Size: Equal prominence to English • Maximum Height of
6 Voltage/Numeric Descriptor Voltage/Numeric Descriptor
Stacked preferred description, Gotham Medium, 1
• Color: Accent/default color Sentence case

B
• Size: ¾ - 1B in height • Horizontally aligned left with inside clear
• Horizontally aligned left with inside clear space, identical to the front panel
• Outside clear space
space, identical to the front panel ⅓
9 Warranty Icon

B
• Copy/Paste correct warranty from
B+D Standard Sheet • Height of English product description
• Color blocks behind “YEAR/DAY”
¼
adjust to accent/default color

3
Upper Panel 2

INSIDE CLEAR SPACE

INSIDE CLEAR SPACE

9
7
Lower Panel

8 10

Confidential. For internal and partner use only. November 2013

Top Panel - Sellable 8

Sellable top panels are essentially identical to their front panels

1 Logo 3 Product Description - English The ‘B’ Rule Key

• Place signature logo (stacked preferred)
horizontally aligned left within panel
• Outside clear space left and above
frame equals ⅓B measurement,
B
• Color: Cool Gray 11C
• Size: ¼B in height (for a single line),
Gotham Medium, Title case 1 • Height of Voltage/Numeric Descriptor
• Horizontally aligned left with wordmark

B
based on ‘B’ of Top Panel
4 Product Description Translations • Space between the wordmark
and Voltage/Numeric Descriptor
2 Voltage/Numeric Descriptor • Color: Cool Gray 11C ¾
Stacked preferred • Size: Equal prominence to English

B
• Color: Accent/default color description, Gotham Medium,
• Size: ¾ - 1B in height Sentence case • Outside clear space
• Horizontally aligned left with wordmark • Horizontally aligned left with wordmark ⅓

B
5 UPC
• Placement is dictated by • Height of English product description
packaging engineer ¼

2
7
5
3 6

4 8

Front panel
scaled at 25%

Confidential. For internal and partner use only. November 2013

Top Panel - Sellable Continued 9

6 Shelf (Gradient) 8 Catalog Number The ‘B’ Rule Key

B
• Begins at bottom third space within frame • Color: Cool Gray 11C
• Placed behind beauty, creating a plane for • Size: Identical to front panel
the product to “rest” • Adjacent to bottom and right 1 • Height of Voltage/Numeric Descriptor
• Fades transparent on left side before edges of ¼ inch dieline margin

B
reaching product description
9 Warranty Icon • Space between the wordmark
and Voltage/Numeric Descriptor
7 Featured Product Vertical Preferred ¾
• ¾ view, as large as possible, • Copy/Paste correct warranty from

B
occupying majority of right side of panel B+D Standard Sheet
• Shadow at points where product “rests” • Outside clear space
on shelf ⅓

¼ B • Height of English product description

2
7
5
3 6

4 8

Front panel
scaled at 25%

Confidential. For internal and partner use only. November 2013

Back Panel 10

1 Logo Frame
• Copy/Paste frame from front panel,
shift to the requred ⅓B outside clear space
2 Application Shots
• Corner curve matches logo’s frame curve
• Place first photo in upper left corner within
inner clear space
• Evenly space out any other featured shots,
ideally across panel
• Stroke: 1 pt., Cool Gray 11C at 50% opacity
3 Features & Benefits - English
• Color: Cool Gray 11C
• Size: Minimum 8 pts., Gotham Medium,
Title case
• Horizontally aligned left with
coordinating application photo
• 1 pt. dividing line between English and
French extending to ¾ the length of the
English text
4 Feature & Benefit Translations
• Color: Cool Gray 11C
• Size: Equal prominence to English
feature and benefits., Gotham Medium,
Sentence case
• Horizontally aligned left with
coordinating application photo

1
INSIDE CLEAR SPACE

The ‘B’ Rule Key

(based on ‘B’ of front panel)
3

B
• Minimum height for
1 logo’s wordmark
4
7

⅓ B • Outside clear space

11
10

6
9

INSIDE CLEAR SPACE

Confidential. For internal and partner use only. November 2013

Back Panel Continued 11

5 Specification Chart 6 Accessories Chart • Copy/paste accessory photo box from

• Cool Gray 11C 1 pt. dividing lines
and header background
- Header text (all languages)
Color: White
Size: Min. 8 pts., Gotham Medium,
Uppercase
- Specification (all languages)
Color: Cool Gray 11C
Size: Min. 8 pts., Gotham Book,
Uppercase
- Measurement (all languages)
Color: Cool Gray 11C
Size: Min. 8 pts., Gotham Book,
lowercase
• Placement in lower portion of
panel within inside clear space
• Background: Accent/default color, upper B+D Standard Sheet, spaced evenly
right corner curve matches logo’s frame .75 pt., White stroke
- Header text (all languages) • .75 pt. White dividing line between English
Color: White and French, extending ¾ the length of the
Size: Min. 10 pts., Gotham Medium, English text
Title case • Placement in bottom left corner
- Text (all languages) within frame
Color: White
Size: Min. 8 pts., Gotham Book, Title case
1
INSIDE CLEAR SPACE

The ‘B’ Rule Key 3

(based on ‘B’ of front panel)

B
• Minimum height for
1 logo’s wordmark 4
7

⅓ B • Outside clear space

8

11
10

6
9

INSIDE CLEAR SPACE

Confidential. For internal and partner use only. November 2013

Back Panel Continued 12

7 “Ship To” Area 9 UPC 11 Catalog Number

• Placement preferred in
lower portion of panel
8 Made-In Statement
• Color: Cool Gray 11C
• Size: Min. 9 pts., Gotham Bold,
Sentence case
Note: The Canadian marking regulations
states the Made In statement cannot be
placed on bottom of the package,
if other panels provide more space
than than the back, the statement
can be relocated
• Placement is dictated by • Color: Cool Gray 11C
packaging engineer • Size: Identical to front panel
• Placement inside clear space above
10 Logo Wordmark wordmark and to the left of the frame
Stacked Preferred • Horizontally aligned right with wordmark
• Place wordmark in lower right corner,
inside clear space above and to the left
of the frame
1
INSIDE CLEAR SPACE

The ‘B’ Rule Key 3

(based on ‘B’ of front panel)

B
• Minimum height for
1 logo’s wordmark 4
7

⅓ B • Outside clear space

8

11
10

6
9

INSIDE CLEAR SPACE INSIDE CLEAR SPACE

Confidential. For internal and partner use only. November 2013

Bottom panel
• All dividing lines are .75 pt., White,
between English and French, extending
¾ the length of the English text
• All text on bottom panel is White
1 Background
• Panel flooded with accent/default color
2 Warranty/Guarantee
- Header (all languages)
Size: Min. 8 pts., Gotham Book, Uppercase
- Body text (all languages)
Size: Min. 8 pts., Gotham Book,
Sentence case
3 Address
• Size: Min. 9 pts., Gotham Bold,
Sentence case
1 2
Confidential. For internal and partner use only. November 2013
4 Contents Chart
• Justified left
- Header (all languages)
Size: Min. 8 pts., Gotham Medium, Title case
- Body text (all languages)
Size: Min. 8 pts., Gotham Book, Title case
5 “Contents may vary...” Statement
• Size: Min. 8 pts., Gotham Book,
Sentence case
6 Lithium Transport Warning
• Requirement for lithium products
7 “Complies with” Statement
• Place correct compliance symbol,
dependent on product
• Size: Min. 8 pts.
3 4
13
8 Energy Star
(Optional)
• Must be applied for and test proven
9 BLACK+DECKER Contact Info
• Website and phone number
• Size: Min. 8 pts., Gotham Medium
10 Catalog Number
• Size: Identical to front panel
• Adjacent to bottom and right
edges of ¼ inch dieline margin
5 7
10
Inside flap (optional) 14

1 Accessory Statement
• “Need more accessories?” Statement
• Color: Cool Gray 11C
• Size: Min. 8 pts., Max 13 pts.

2 Accessory Images
• Line-up of accessory photos within
the category of the featured product

Confidential. For internal and partner use only. October 2013

 TM

PT/OD
packaging GUIDELINES
PACKAGE OVERVIEW 1

1 Front Panel
Primary presentation of product, includes:
Logo, Voltage/Numeric descriptor,
Product name, Large beauty of product,
Unique Attribute, Gradient shelf and
Catalog number

2 Alternative Front Panel

Includes: Logo, Voltage/Numeric descriptor,
Product name, Large beauty of product,
Warning text, Gradient shelf and Catalog
number 2 5

3 Side Accent Panel

Includes: Main feature and benefit,
Large Application shot and Catalog number 3
4 Top Panel
Includes: Logo, Voltage/Numeric descriptor,
Product name, Small beauty of product,
Warranty icon, Gradient shelf and Catalog
number (Split vs. Sellable)

5 Back Panel
Includes: Logo, Features and benefits,
4
Specification chart, Included accessories,
“Ship To” label, Made-In statement
and Catalog number

6 Bottom Panel
Includes: Contents chart, Warranty/Guarantee
text, “Complies With” statement, “Contents
May Vary” statement, Address, B+D website
and phone number and Catalog number

6
Front Panel 2

1 BLACK+DECKER™ Logo (Start Here) The ‘B’ Rule Key

Place the logo (stacked preferred) in the
upper left corner. Scale proportionately so
height is 15-25% of the panel vertically.
B B
• Minimum height of Voltage/Numeric
1 Descriptor • Outside clear space
• Space between English and translations ⅓

B B
Once established, extend frame to the • Space between English
right and bottom panel sides, retaining and Shelf Horizon • Minimum height of English product
frame’s stroke thickness and corner curves. ½ • Space between Translations ¼ description
and Shelf Horizon
The ‘B’ Rule
Many elements on each panel, size and
spacing, are based off the height of the
INSIDE CLEAR SPACE
‘B’ in the logo. Refer to the ‘B’ Rule Key
for initial layout of all panels. 1
Logo placement may shift according to
the ‘B’ Rule spacing.

2 Voltage/Numeric Descriptor
Stacked preferred
• Color: White
• Size: Minimum 1B in height
• Horizontally aligned left with wordmark

3 Product Description - English

• Color: Pantone 166C
• Size: Minimum ¼B in height (for a single line),
Gotham Medium, Title case 6
• Horizontally aligned left with wordmark 2
4 Product Description Translations
• Color: Pantone 166C
• Size: Equal prominence to English, 3
Sentence case
• Always French then Spanish, respectively
for NA market 5
• Horizontally aligned left with wordmark
INSIDE CLEAR SPACE

Note: The Voltage/Numeric Descriptor and 4

English Decription lies ½B above the Shelf
horizon line, while the Translations lie ½B
below the horizon
In the case that the product extends into the text,
English moves above the tool, translations below, 7
minimum of 1B spacing between text and product
*See next page for example
8
Confidential. For internal and partner use only. November 2013
Front Panel continued 3

Alternative Product Description

Placement Example

The ‘B’ Rule Key

B
• Minimum height of Voltage/Numeric
Descriptor
1 • Minimum space between product
description and product

⅓ B • Outside clear space

B
• Minimum height of English
product description

SHELF HORIZON LINE

Confidential. For internal and partner use only. November 2013

Front Panel Continued 4

5 Shelf (Halo Glow) The ‘B’ Rule Key

• Horizon line begins at bottom third space
within frame, placed behind beauty
• Radial gradient horizontally masked with
more than half of gradient visable
B B
• Minimum height of Voltage/Numeric
1 Descriptor • Outside clear space
• Space between English and translations ⅓

B B
• Fades transparent on left side before • Space between English
and Shelf Horizon • Minimum height of English product
reaching product description
½ • Space between Translations ¼ description
6 Featured Product and Shelf Horizon
• ¾ view, as large as possible,
occupying majority of right side of panel
INSIDE CLEAR SPACE
7 Catalog Number
• Color: White 1
• Size: Min. 14 pts., Max. 20 pts.,
Gotham Book
• Placement in bottom right corner,
½ of inside clear space

9 Disclaimers
• Color: Gray (50K)
• Size: Min. 7 pts., Gotham Book,
Sentence case
• Placement in bottom left corner of panel,
outside of frame
* Note: Frame distance to bottom edge
will vary to accomodate disclaimers 6
2

3
Shelf (Halo Glow) Build
5
INSIDE CLEAR SPACE

INSIDE CLEAR SPACE

Location 43% 4
Grey (70K) Black (100K)
Opacity 100% Opacity 100%

8
Confidential. For internal and partner use only. November 2013
Alternative Front Panel 5

1
1 Logo 7 WARNING Label
• Place signature logo (stacked preferred) • Color: Pantone 166C and White
horizontally aligned centered within panel • Size: per legal requirements
• Outside clear space on left and right side WARNING: – Min. 10 pts., Gotham Bold, All caps
of frame will vary Text – Min. 8 pts., Gotham Bold, All caps
• ⅓B space above the frame, measurement
based on ‘B’ of Alternative Front Panel 8 Catalog Number
• Color: White
2 Voltage/Numeric Descriptor • Size: Identical to front panel
Stacked preferred • Adjacent to bottom and right
• Color: White edges of ¼ inch dieline margin 2
• Size: Minimum 1B in height
• Horizontally aligned left
with ¼ inch dieline margin
3
3 Product Description - English
• Color: Pantone 166C
• Size: Minimum ¼B in height
(for a single line),
The ‘B’ Rule Key

B
Gotham Medium, Title case • Minimum space between the logo
• Horizontally aligned left with 1 and Voltage/Numeric Descriptor
¼ inch dieline margin • Minimum Height of Voltage
/Numeric Descriptor
4 Product Description Translations 6

B
• Color: Pantone 166C • Above frame outside clear space
• Size: Equal prominence to English, (unless dictated by ¼ inch
Sentence case ⅓ dieline margin)
• Horizontally aligned left with

B
¼ inch dieline margin • Minimum height of
• Product will determine ultimate spacing English product description
between English and translation ¼ 5
descriptions

5 Shelf (Halo Glow)

• Placed behind beauty, creating a 4
plane for product to “rest”
• Fades transparent on sides
before reaching panel edges

6 Featured Product
• ¾ view, as large as possible, 7
occupying majority of right side of panel

8
Confidential. For internal and partner use only. November 2013
Side ACCENT Panel 6

1 Background The ‘B’ Rule Key

• Panel flooded with Pantone 166C (based on ‘B’ of front panel)

B
2 Feature & Benefit - English
• Main call-out for product is displayed • Outside clear space
on this panel
⅓
- Feature
Color: Black (100K)
Size: Min. 12 pts., Gotham Medium,
Title case
- Benefit
Color: Black (100K)
Size: Min. 10 pts., Gotham Book, Lower case
• Horizontally aligned centered within panel

3 Application Shot
• As tall as the panel allows
• Rounded corners mimic logo’s frame,
no stroke
• ⅓B outside clear space to the left and right
of photo, measurement based on ‘B’ of
Front Panel

4 Feature & Benefit Translations

- Feature
Color: Black (100K)
Size: Equal prominence to English feature
call-out, Gotham Medium, Sentence case
- Benefit
Color: Black (100K)
Size: Equal prominence to English,
description benefit call-out,
Gotham Book, Lower case
• Horizontally aligned centered within panel

5 Catalog Number
• Color: White
• Size: Identical to front panel
• Adjacent to bottom and right
edges of ¼ inch dieline margin

Confidential. For internal and partner use only. November 2013

Top Panel - Split 7

Upper Panel 3 Mini Featured Product The ‘B’ Rule Key

1 Logo Frame • A smaller scaled profile beauty, (based on ‘B’ of front panel)

B
• Copy/Paste frame from front panel, shift occupying right side of panel
• Shadow at points where product • Maximum height of
and scale to the requred ⅓B outside clear
“rests” on the shelf 1 Voltage/Numeric Descriptor
space
• Frame’s sides extend passed dieline
4 Shelf (Halo Glow)

B
without completing the full loop
• Placed behind beauty, creating a
plane for product to “rest” • Outside clear space
2 Logo Wordmark ⅓
Stacked preferred • Fades transparent on left side

B
• Place wordmark in upper left corner within before reaching wordmark
frame, inside clear space is identical to • Height of English product description
front panel ¼
• Occupying majority of left side of panel

1
INSIDE CLEAR SPACE

Upper Panel 3
2
4

7
Lower Panel 9

8
10
5
Confidential. For internal and partner use only. November 2013
Top Panel - Split Continued 8

Lower Panel 7 Product Description - English 10 Catalog Number

5 Logo Frame • Color: Pantone 166C • Color: White
• Copy/Paste frame from top upper panel, • Size: ¼B in height (for a single line), • Size: Identical to front panel
shift to the requred ⅓B outside clear space Gotham Medium, Title case • Placement in bottom right corner
• Frame’s sides extend off panel without • Horizontally aligned left with inside clear of inside clear space
completing the full loop space, identical to the front panel
• Sides should line up when upper and lower The ‘B’ Rule Key
panels are folded towards eachother
8 Product Description Translations
• Color: Pantone 166C (based on ‘B’ of front panel)

B
6 Voltage/Numeric Descriptor • Size: Equal prominence to English,
• Maximum height of
Stacked preferred Gotham Medium, Sentence case
1 Voltage/Numeric Descriptor
• Color: White • Horizontally aligned left with inside clear
• Size: ¾ - 1B in height space, identical to the front panel

B
• Horizontally aligned left with inside clear
space, identical to the front panel
9 Warranty Icon • Outside clear space
• Copy/Paste correct warranty from ⅓
B+D Standard Sheet

B
• Color blocks behind “YEAR/DAY”
adjust to Pantone 166C • Height of English product description
¼

Upper Panel 3
2
4

INSIDE CLEAR SPACE

INSIDE CLEAR SPACE

7
Lower Panel 9

8
10
5
Confidential. For internal and partner use only. November 2013
Top Panel - Sellable 9

Sellable top panels are essentially identical to their front panels

1 Logo 3 Product Description - English The ‘B’ Rule Key

B
• Place signature logo (stacked preferred) • Color: Pantone 166C
horizontally aligned left within panel • Size: ¼B in height (for a single line), • Minimum height of Voltage
1 Numeric Descriptor
• Outside clear space left and above Gotham Medium, Title case
frame equals ⅓B measurement, • Horizontally aligned left with wordmark

B
based on ‘B’ of Top Panel
4 Product Description Translations • Outside clear space
2 Voltage/Numeric Descriptor • Color: Pantone 166C ⅓
Stacked preferred • Size: Equal prominence to English,

B
• Color: White Gotham Medium, Sentence case
• Height of English product
• Size: Minimum 1B in height • Horizontally aligned left with wordmark description
• Horizontally aligned left with wordmark ¼

1
7
6
2 5

4 8

Front panel
scaled at 25%

Confidential. For internal and partner use only. November 2013

Top Panel - Sellable Continued 10

5 Shelf (Halo Glow) 7 Warranty Icon The ‘B’ Rule Key

B
• Placed behind beauty, creating a Vertical Preferred
plane for product to “rest” • Copy/Paste correct warranty from • Minimum height of Voltage
1 Numeric Descriptor
• Fades transparent on sides B+D Standard Sheet
before reaching panel edges

B
8 Catalog Number
6 Featured Product • Color: White
• Outside clear space
• ¾ view, as large as possible, • Size: Identical to front panel ⅓
occupying majority of right side of panel • Placement in bottom right corner

B
• Shadow at points where product “rests” of inside clear space
• Height of English product
on shelf description
¼

1
7
6
2 5

4 8

Front panel
scaled at 25%

Confidential. For internal and partner use only. November 2013

Back Panel 11

1 Background The ‘B’ Rule Key

• Panel flooded Black (based on ‘B’ of front panel)

2 Logo Frame
• Copy/Paste frame from front panel,
shift to the requred ⅓B outside clear space
1
B • Minimum height of logo’s wordmark
⅓ B • Outside clear space

3 Application Shots 1
• Corner curve matches logo’s frame curve
• Place first photo in upper left corner 2 INSIDE CLEAR SPACE
within inner clear space
• Evenly space out any other featured shots,
ideally across panel
• Stroke: 1 pt., Pantone 166C at 100% opacity
3
4 Features & Benefits - English
• Color: Pantone 166C
• Size: Minimum 8 pts., Gotham Medium,
Title case 4
• Horizontally aligned left with
coordinating application photo
• 1 pt. dividing line between English and 5
French extending to ¾ the length of the
English text 6
5 Feature & Benefit Translations
• Color: Pantone 166C
• Size: Equal prominence as English feature
and benefits., Gotham Medium,
Sentence case
• Horizontally aligned left with
coordinating application photo
9

10
8

12
7
11

Confidential. For internal and partner use only. November 2013

Back Panel Continued 12

6 Specification Chart The ‘B’ Rule Key

• Pantone 166C dividing lines (based on ‘B’ of front panel)

B B
and header background
- Header text (all languages)
Color: Black 1 • Minimum height of logo’s wordmark • Outside clear space
⅓
Size: Min. 9 pts., Gotham Medium,
Uppercase
- Specification (all languages) 1
Color: Pantone 166C
Size: Min. 8 pts., Gotham Book, Uppercase 2 INSIDE CLEAR SPACE
- Measurement (all languages)
Color: Pantone 166C
Size: Min. 8 pts., Gotham Book, lowercase
• Placement in lower portion of 3
panel within inside clear space

7 “Ship To” Area

• Placement preferred in lower portion
of panel 4
8 UPC
• Placement is dictated by 5
packaging engineer
6
9 Made-In Statement
• Color: Gray (50K)
• Size: Min. 9 pts., Gotham Bold,
Sentence case
Note: In the Canadian marking regulations it
states that the Made In statement cannot be
placed on the bottom of the package, but if
other panels provide more space than than the 9
back, the statement can be relocated

10
8

12
7
11

Confidential. For internal and partner use only. November 2013

Back Panel Continued 13

10 Address The ‘B’ Rule Key

• Color: Gray (50K) (based on ‘B’ of front panel)

B B
• Size: Min. 9 pts., Gotham Bold,
Sentence case
1 • Minimum height of logo’s wordmark • Outside clear space
Note: If space allows, Address is preferred on ⅓
bottom panel

11 Logo Wordmark 1
Stacked Preferred
• Place wordmark in lower right corner,
2 INSIDE CLEAR SPACE
½ of inside clear space above the catalog
number to the left of the frame

12 Catalog Number 3
• Color: White
• Size: Identical to front panel
• Placement inside clear space above
wordmark and to the left of the frame
• Horizontally aligned right with wordmark 4

5
6

10
8

12
7
11

INSIDE CLEAR SPACE

Confidential. For internal and partner use only. November 2013

BOTTOM Panel
• All dividing lines are .75 pt., Black,
between English and French, extending
¾ the length of the English text
• All text on bottom panel is Black
1 Background
• Panel flooded with Pantone 166C
2 Warranty/Guarantee
- Header (all languages)
Size: Min. 7 pts., Gotham Book, Uppercase
- Body text (all languages)
Size: Min. 7 pts., Gotham Book,
Sentence case
1 2
Confidential. For internal and partner use only. November 2013
14
3 Orange & Black 6 “Complies with” Statement
Trademark Statement • Place correct compliance symbol,
• Size: Min. 7 pts., Gotham Book, dependent on product
Sentence case • Size: Min. 8 pts.
4 Contents Chart 7 BLACK+DECKER Contact Info
• Justified left • Website and phone number
- Header (all languages) • Size: Min. 8 pts., Gotham Medium
Size: Min. 9 pts., Gotham Medium, Title case
- Body text (all languages) 8 Catalog Number
Size: Min. 8 pts., Gotham Book, Title case • Size: Identical to front panel
• Adjacent to bottom and right
5 Lithium Transport Warning edges of ¼ inch dieline margin
• Requirement for lithium products
3 4
5 6
8
7