Ace Identity Standards
Introduction
Ask a consumer what they think of when they think of Ace and the answer you receive may be varied. To some, it’s the “place with the helpful hardware folks.” To others, it’s their neighborhood store owner and associates. To still others, it may be Ace’s spokesperson, John Madden, or Ace’s “Helpful Hardware Man” Lou Manfredini. And others may associate Ace with quality products, reasonable prices, convenient locations and helpful service.
While the Ace “brand” is far reaching, perhaps the most visible manifestation of the brand is the Ace logo itself. It is a recognizable “ambassador” of Ace and its placement on anything from signage and shirts to letterhead and packaging is a clear sign that this belongs to “Ace.” As such, it’s extremely important that we take care to ensure the logo is not used in a way that does not appropriately reflect the Ace helpful image. Furthermore, wherever the Ace logo appears, we must ensure that it is used consistently so as not to dilute its powerful message.
With that in mind, the following guidelines will help to dictate appropriate use of the Ace logo and other Ace trademarks. From the logo itself to interior and exterior signage to advertising and promotional uses, this guide offers recommendations on proper use.
Should a situation arise that is not covered in this guide, please feel free to contact the department listed within each section of this guide for help in clarifying appropriate use.