TM

Home
packaging GUIDELINES
Contents

OVERVIEW 3

PackAGING size guide 4

PACKAGING Construction – FACE PANELS 5

positioning of tm 6

WORDMARK SELECTION 7

PACKAGING Construction – remaining PANELS 8

product imagery 9

colour on pack 10

TYPE on pack 11

typesetting product name 12

text hierarchy 13

2
General Overview

overview

Packaging is one of the most

powerful consumer touch points
of BLACK+DECKER®. A clean and steam-mop™
consistent pack will greatly contribute
and impact the point of sale, shop-
ability and ease of brand recognition. AUTOSELECT ™
DIGITAL STEAM CONTROL

SDA and Home packaging should STONE/MARBLE TILE/VINYL WOOD/LAMINATE

always use the BLACK+DECKER

‘specialised’ frame and wordmark.
However, the front panel of home
product packaging does not carry the
BLACK+DECKER ‘tag’ present on other
communications for home products.
Instead it exploits the wordmark
signature frame as a distinctive and
recognisable graphic device for our
SDA and home ranges of products.

Only by managing consistency across

home packaging will the integrity of this 10IN1
KILLS 99%
characteristic graphic device be upheld. OF BACTERIA
& GERMS
The objective of these guidelines is - NO CHEMICALS REQUIRED!*

to achieve consistent sized margins,

wordmark and frame thickness across
all home product packs and manage
the reputation of BLACK+DECKER in
the home product market.

To best achieve this consistency,

the size of the BLACK+DECKER
wordmark, the thickness of the frame
that surrounds it and the margins on steam-perfume™
each panel face have been fixed. When
performance x3
creating new packaging artworks use blending
one of the four examples shown here system
dustbuster flexi
® ®

as your base. See page 5-8 for more

information on the principles of how
orb-it

4.8v
™

18v
LITHIUM
1000w CAT NUMBER

these packs are constructed.

PD1820L
ORB48BKN

Small Medium Large Extreme

3
Packaging Size guide extreme
Up to 533x858mm

Use this guide to establish the size of the

wordmark on BLACK+DECKER home
and SDA packaging. For information on
how to construct the product packaging
see pages 5-8.

LARGE
Up to 330x428mm

MEDIUM
Up to 423x272mm

SMALL
Up to 151x178mm

The BLACK+DECKER home and SDA packaging size guide

4
Principles –
Construction Y

of face panels 2X

margin
extended frame Pack margins
On all front panels of BLACK+DECKER X The signature frame extends
home product packaging, the size of are twice the
from the upper left-hand corner size of the
each outer margin (2X) must always TM
to the right and bottom margins signature frame
appear twice that of the thickness of See page 6 for thickness
the frame that surrounds the wordmark how to reposition
(X), as shown here. The size of the
approved front panel margins and
wordmark frame thicknesses have
been carefully considered to offer TYPE AREA
Aligns with
good standout of both our brand and cornerpoint of
our products, set with the following wordmark ‘B’
relationships:

Pack Panel Signature

size margin frame thickness
Small 6mm 3mm
Medium 7mm 3.5mm
Large 10mm 5mm
Extreme 14mm 7mm

Once you have determined which

size category your home product
packaging belongs to (see page 4), set
your margin accordingly and align the
appropriate sized BLACK+DECKER
wordmark to the top left corner of the
margin – NB. The BLACK+DECKER
stacked wordmark is preferred for all
packaging. Now extend the wordmark
frame to the right and bottom margins
making sure that the corner radius of
the signature frame is retained.

dustbuster flexi
® ®
Maintain the margin of the front face
across all panels of the pack, see page 8.

Any text that is set on the front panel

face sits within its own designated area,
which has margins based directly on the
top left cornerpoint of the wordmark
18v
LITHIUM
‘B’ – as shown here (Y). For a guide to PD1820L
setting text on BLACK+DECKER home
packaging, see pages 11-13.

The basic construction of all BLACK+DECKER home and SDA product packaging 5 5
Principles –
Construction

Repositioning our TM on home

and SDA product packaging

When sizing either the ‘stacked’ or

‘in-line’ wordmarks for use on home or
SDA packaging, the TM must always be
scaled in proportion.

After extending the signature frame

for the pack face, you will need to
reposition the TM in alignment with
the baseline of the wordmark. Position
alongside the ‘R’ of ‘DECKER’ a distance
equal to the width of the inside of the
‘M’ as shown.

6
Principles –
WORKMARK SELECTION

On home and SDA product packaging it

is not intended for the BLACK+DECKER
wordmark to fill the width of the front
panel. Our wordmark must be given room
inside the extended signature frame to
not only breathe, but also to achieve the
right proportional relationship with our steam-mop™
main product shot.
dustbuster®

Even though the stacked wordmark

9.6v
AUTOSELECT ™
DIGITAL STEAM CONTROL

is our preference for home and NV9610N

SDA packaging, when selecting the STONE/MARBLE TILE/VINYL WOOD/LAMINATE

appropriate wordmark for your next

artwork, make sure that the wordmark
you choose will leave enough space
in the top right corner. We define that
as at least 20% of the space inside the
frame (not including the TM mark);
as indicated by the yellow band here.

Over time this small detail will be as

much of a signature of home and
SDA packaging as the wordmark and
signature frames themselves.
10IN1
KILLS 99%
OF BACTERIA
& GERMS
- NO CHEMICALS REQUIRED!*

performance performance steam-perfume™

dustbuster pivot
® ®
blending blending x3
system system
18v
LITHIUM
PV1820L 1000w 1000w CAT NUMBER

7 7
Principles –
Construction
of remaining panels dustbuster pivot
® ®

consistent panel margins extended frame

The signature frame extends from
18v the upper left-hand corner to the
-15%

The remaining panels of the pack use right and bottom margins on all
the same margins as the front panel, LITHIUM 1.38kg
PV1820L except the side panels
depending on pack size, namely:

Pack Panel Signature Size of wordmarks

size margin frame thickness The size of wordmarks used on
packaging must be consistent
Small 6mm 3mm across all panels of the pack.
Medium 7mm 3.5mm This size is dictated by the one used
on the front panel
Large 10mm 5mm
Extreme 14mm 7mm
margin
Again, as with the front panel, any text dustbuster pivot ® ®
Pack margins are twice the size
of the signature frame thickness
that is set on the remaining panels
sits within its own designated area 18v
– as indicated here by the magenta LITHIUM
PV1820L

rules. For a guide to setting text on

BLACK+DECKER home packaging,
see pages 11-13.

dustbuster pivot dustbuster pivot

® ® ® ®

framing application shots

We do not wish to mimic the signature

frame with the thickness of this device,
merely highlight applications shots. All
frames containing application shots dustbuster pivot ® ®

must be a consistent weight and corner

radius across the pack, as defined here: 18v 18v LITHIUM ✔

SUCTION POWER
LITHIUM NIC
PV1820L AD
✘
LITHIUM <4hrss
<4hr
Pack Corner Line
100% 50% 0%
<4hrs

size radius thickness

Small 4.3mm 1.3mm GB All materials used in Black & Decker packaging GB Some of the contents in this European Community design registration nos.

Medium 5mm 1.5mm

are 100% recyclable and chlorine free pack may vary 1 151 690-0001, 1 151 690-0002 & 1 151 716-0001
F

D
Toutes les matières utilisées dans la fabrication des emballages
Black & Decker sont 100% recyclables et exemptes de chlore
Das Material dieser Black & Decker Verpackung
F

D
Le contenu de ce produit
peut être modifié
Der Inhalt der Verpackung kann von
European patent application no. 05255024.1
DUSTBUSTER is a registered trade mark TYPE AREA
Large 7.2mm 2.2mm
of The Black & Decker Corporation

Aligns with cornerpoint of

ist 100% recyclingfähig und chlorfrei den Abbildungen abweichen
I Gli imballi di Black & Decker salvaguardano l’ambiente. I II contenuto di questa confezione TM registration nos. BX 713 163, DE 1 123 063,
Tutti i materiali sono riciclabili al 100% e privi di cloro può variare DK 02302/91, ES 1 264 125, FR 1 544 040,
E Todos los materiales utilizados en los embalajes de E Pueden variar algunos de los GB 1 153 756 & 1 405 802, GR 147 333, IE 225 860,

Extreme 10mm 3mm wordmark ‘B’ on the front panel.

Black & Decker son 100% reciclables y nocontienen cloro elementos contenid IT 816 316, NO 139 791, PT 361 224, SE 250 251.
P Todos os materiais utilizados nas embalagens da P A composição deste conjunto PIVOT is a registered trade mark
Black & Decker, são 100% recicláveis e isentos de cloro pode variar
of The Black & Decker Corporation

This is consistent on all panels of

GR Όλα τα υλικά της συσκευασίας των προιόντων της Black & Decker GR Τα περιεχόμενα της συσκευασίας
είναι 100% ανακυκλώσιμα και δεν περιέχουν χλώριο μπορεί να διαφέρουν European Community TM registration no. 4 846 317
NL Alle in deze verpakking gebruikte materialen NL De inhoud van deze verpakking
zijn 100% herbruikbaar en chloorvrij kan variëren
DK Alle materialer som indgår i Black & Decker’s DK Indholdet i denne forpakning
the pack
Align the stroke to the inside of the
emballager er 100% genanvendelige og klorfrie kan variere “Black + Decker”, “Dustbuster” are registered trade
N All Black & Deckers emballasje er fremstilt av N Innholdet i denne forpakningen marks of The Black & Decker Corporation.
100 % resirkulerbart og klorfritt materiale kan variere
FIN Kaikki Black & Deckerin pakkauksissa käytettävä materiaali FIN Pakkauksen sisältö voi

frame so that the application shots can

on klooritonta ja tarkoitettu 100%: sesti kierrätykseen vaihdella
S Allt material som ingår i Black & Deckers S Innehållet i denna förpackning
förpackningar är 100% återvinningsbara och klorfria kan variera

be easily aligned with other elements

on the panel. Any rule linking the
PV1820L-QW

VOLTS 18V
AIR WATTS 35Aw

product to feature application shots BOWL CAPACITY

WEIGHT
REPLACEMENT FILTER
440ml
1.38kg
VF90-XJ

(or similar annotation) must be set to

a thickness of half that of the frame. 88
Principles –
Product imagery

To give our products a ‘hero’

presence on packaging, they must be
photographed (or retouched) with a
subtle shadow and a reflection on the
clean white surface on which it rests.

All home products appear in profile,

or face on, to show the purity of the
form. The product should be the largest
element on the pack face but not
overwhelm the other elements.

Only photographs of BLACK+DECKER

products appear on home and SDA
packaging. Do not undermine the
quality of our product design by
partnering with other images.

9
Principles –
Colour on pack

BLACK+DECKER home products

are an elegant range of domestic
appliances for the intelligent consumer.
To reflect this, our product packaging
is minimal and not distracted by the
addition of colour. The deliberate
exclusion of colour enables the
materials and colour of our products
to shine through.

Only Cool Grey 11C and Black are

approved for use on text. A 15% tint
of Cool Grey 11 is permitted to colour
the accent panels and offer contrast
across the six sides of the pack, as
shown here.

1010
Principles –
TYPE on PACk

abcdefghijklmn abcdefghijklmn
GOTHAM

Our typeface, Gotham, is a modern

abcdefghijkl abcdefghijkl
sans-serif font that complements the
BLACK+DECKER identity. Two weights
have been selected for use on home

1234567890 1234567890
and SDA packaging.

Sub brands must also use Gotham

unless an approved alternative logo is
available (see page 12). Gotham Book Gotham Bold

break free
HEADING GOES HERE
This text is not intended to be read, merely represent text. This text is not
intended to be read, merely represent text. This text is not intended to be read,
merely represent text. This text is not intended to be read, merely represent

from
text. This text is not intended to be read, merely represent text. This text is not
intended to be read, merely represent text.

traditional
Sample text on pack
set at 10pt/11.5pt

TYPESETTING

Set all heading leading to the same

vacuuming
point size as the type and all body Sample heading
text leading to 115% of type size, as set at 48pt/48pt
illustrated here.

BLACK+DECKER is all about

simplicity. Do not set text in a
‘poetic style’.

To remain consistent with the

BLACK+DECKER identity, all text FLEX VAC
FLOOR HEAD
must be adjusted to the justification
settings shown opposite.
WITH
Gotham is available at
typography.com Do not set text in ‘poetic style’ Justification setting
11
typesetting Product name

Product brand names must be set

in Gotham Bold unless an approved
alternative logo is available for use.

When setting the product name,

use lower case. Do not set the product
name in sentence case or caps.
steam-mop™ steam-mop™ Steam-Mop™ STEAM-MOP ™

AUTOSELECT ™ AUTOSELECT ™ AUTOSELECT ™ AUTOSELECT ™

DIGITAL STEAM CONTROL DIGITAL STEAM CONTROL DIGITAL STEAM CONTROL DIGITAL STEAM CONTROL

STONE/MARBLE TILE/VINYL WOOD/LAMINATE STONE/MARBLE TILE/VINYL WOOD/LAMINATE STONE/MARBLE TILE/VINYL WOOD/LAMINATE STONE/MARBLE TILE/VINYL WOOD/LAMINATE

10IN1
KILLS 99%
10IN1
KILLS 99%
10IN1
KILLS 99%
10IN1
KILLS 99%
OF BACTERIA OF BACTERIA OF BACTERIA OF BACTERIA
& GERMS & GERMS & GERMS & GERMS
- NO CHEMICALS REQUIRED!* - NO CHEMICALS REQUIRED!* - NO CHEMICALS REQUIRED!* - NO CHEMICALS REQUIRED!*

steam-perfume™ steam-perfume™ steam-perfume™ steam-perfume™

x3 x3 x3 x3

CAT NUMBER CAT NUMBER CAT NUMBER CAT NUMBER

Gotham Bold – Lower case Alternative logo example Gotham Bold – Upper and Gotham – Caps
lower case

12
Principles –
text hierarchy

voltage / numeric descriptor

Whilst there is relative freedom on

the position of text within the text
area, there are some relationships
that appear frequently that must
have a consistent hierarchy. Product
name, Voltage / Numeric descriptor
and Lithium battery symbol are such
examples.

Follow the example shown here to size

the Lithium battery symbol in relation
to the setting of the type above.

dustbuster flexi dustbuster flexi

® ® ® ®

18v 50% of A
18v
LITHIUM LITHIUM
PD1820L PD1820L
A
LITHIUM

The type specifications shown here 30PT 8PT

are set for medium sized packs. Handel Gothic / Handel Gothic /
Gotham Bold Gotham Bold
Scale up and down from these point
sizes when creating alternative sized
product packaging artworks.

60PT 40PT
Handel Gothic / Handel Gothic /
Gotham Bold Gotham Bold
Gotham is available at
typography.com

13
14