Ace Identity Standards
Sub-Brand Use
Within the Ace organization, there are many programs and services that are identified by their own specific logo, in addition to the standard Ace logo. These “sub-brands” feature program-specific icons to differentiate them from the overall Ace program. These include:
■ Helpful Hardware Club
■ Ace Gift Card
■ Ace Kids Club
■ Ace Rental Place
■ Ace Commercial/Industrial Supply
■ Ace Contractor Center
■ Color Your Life
In addition to these sub-brands, there are a number of sub-brands used by the Ace Paint Division for various product lines. These include:
■ Royal Touch
■ Seal Tech
■ Contractor Pro
■ Quality Touch
■ Stain Halt
■ All Coat
■ Royal Shield
■ Simply Magic
■ Color Your Life
■ Quality Shield
■ Sensations
■ Colors for Your Life
■ Royal Accent
■ Wood Royal
■ Ace Royal
■ Great Finishes
Logos for any of these sub-brands may only be used by those retailers who are participating in the related program and only on materials that directly relate to or support the program in question. The logos may not be manipulated in any way.
Whenever possible, the standard Ace logo should be used in conjunction with sub-brands, with the Ace logo having more prominence and supporting elements providing ample white space around the logo as outlined in Section 1. The sub-brand logo may never be used as a substitute for the corporate Ace logo. (Some sub-brand logos that have previously been created and approved do not strictly adhere to these guidelines. These logos are considered to be “grandfathered” and may continue to be used.)
Similar to the corporate logo, sub-brands should never be used as a headline or in place of text within copy.
Development of new sub-brands
As new programs are created within Ace, there may be a desire to develop new logos to reflect these offerings. Ace retailers and corporate team members may not use the Ace logo to create new sub-branded icons without approval from communications@acehardware.com.