Brand Standards Manual - s3.us-west-1.wasabisys.com · Montana Silversmith Brand Standards Manual 1 Brand Standards Manual Standards and guidelines created by Montana Silversmiths

Montana Silversmith Brand Standards Manual

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Brand Standards ManualStandards and guidelines created by Montana

Silversmiths in an effort to deliver a consistent, fully integrated visual message to consumers.

Montana Silversmiths 2019

Brand Standards Manual • Montana Silversmiths, Inc. www.montanasilversmiths.com2

Contents

Introduction ..........................................................................................................................................31 Logo ....................................................................................................................................................4 1.1 Primary .......................................................................................................................................4 1.2 Rodeo Logo ...............................................................................................................................4 1.3 English Logo ...............................................................................................................................4 1.4 Area of Isolation ........................................................................................................................5 1.5 Incorrect Uses ............................................................................................................................5 1.6 Discontinued Logos ..................................................................................................................5 1.7 Sub-Brand Logos .......................................................................................................................6 1.8 Secondary Marks ......................................................................................................................72 Taglines and Hashtags .....................................................................................................................8 2.1 Taglines ......................................................................................................................................8 2.2 Hashtags ...................................................................................................................................83 Typography ........................................................................................................................................9 3.1 Primary Typefaces ....................................................................................................................9 3.2 Secondary Typefaces ..............................................................................................................94 Color .................................................................................................................................................10 4.1 Primary Color Scheme ...........................................................................................................10 4.2 Secondary Color Scheme .....................................................................................................105 Product Imagery .............................................................................................................................11 5.1 Formatting and File Location ................................................................................................11 5.2 Main Product Images .............................................................................................................11 5.3 Alternative Views ....................................................................................................................11 5.4 Buckles .....................................................................................................................................12 5.5 Rings .........................................................................................................................................13 5.6 Earrings .....................................................................................................................................13 5.7 Necklaces ................................................................................................................................15 5.8 Jewelry Sets .............................................................................................................................15 5.9 Bracelets ..................................................................................................................................16 5.10 Barrettes .................................................................................................................................17 5.11 Watches .................................................................................................................................18 5.12 Bolo Ties ..................................................................................................................................19 5.13 Money Clips ...........................................................................................................................20

800-548-4511 • [email protected] Brand Standards Manual • Montana Silversmiths, Inc.3

5.14 Snuff Can Lids .............................................................................................................................216 Product Dimension Standards .......................................................................................................21 6.1 Units of Measurement ............................................................................................................21 6.2 Buckles .....................................................................................................................................22 6.3 Rings .........................................................................................................................................22 6.4 Earrings .....................................................................................................................................23 6.5 Necklaces ................................................................................................................................24 6.6 Jewelry Sets .............................................................................................................................25 6.7 Bracelets ..................................................................................................................................25 6.8 Barrettes ...................................................................................................................................26 6.9 Watches ...................................................................................................................................26 6.10 Bolo Ties ..................................................................................................................................27 6.11 Money Clips ...........................................................................................................................28 6.12 Snuff Can Lids .......................................................................................................................28 6.13 Average Weights and Measurements ...............................................................................297 Terminology, Phraseology, and Voice..........................................................................................29 7.1 Jewelry Terminology ..............................................................................................................29 7.2 Media Phraseology ................................................................................................................32 7.3 Voice ........................................................................................................................................338 Web Collateral ................................................................................................................................33 8.1 Homepage Banners & Graphics ..........................................................................................33 8.2 Category Banners ...................................................................................................................34 8.3 Social Ads ................................................................................................................................349 Digital Stationary .............................................................................................................................34 9.1 Email Signature .......................................................................................................................35


1 LOGO

The Montana Silversmiths logos were developed from consumer research. The various parts

of the logos symbolize the west and our heritage. Montana Silversmiths logos come in three

primary versions, each of which has been created using type kerned to specific proportional

measurements. To ensure that all our uses of these marks will be consistent in quality, do not

attempt to recreate them, to use photocopies or scans from this guide, or to manipulate or

change the marks in any way. See page 13 for information on obtaining digital or camera-

ready copies for your use.

1.1 Primary Logo

This is the main official logo for Montana Silversmiths. This

logo is to be used for all official identity applications of

Montana Silversmiths except where mentioned below.

This includes all official business materials, corporate

embroidery, merchandising, packaging, signage,

and other promotional materials. This logo should also

be used in conjunction with products that target the

Western-market.

1.2 Rodeo Logo

This version of the logo is reserved for within the rodeo

arena. It will be used on the banners, patches, chute

stickers, etc.

1.3 English Logo

This version of the logo is reserved for English audiences.

It will be used on signage and in printed material.

Montana Silversmith eCommerce Brand Standards Manual

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1 LOGO

The Montana Silversmiths logos were developed from consumer research. The various parts

of the logos symbolize the west and our heritage. Montana Silversmiths logos come in three

primary versions, each of which has been created using type kerned to specific proportional

measurements. To ensure that all our uses of these marks will be consistent in quality, do not

attempt to recreate them, to use photocopies or scans from this guide, or to manipulate or

change the marks in any way. See page 13 for information on obtaining digital or camera-

ready copies for your use.

1.1 Primary Logo

This is the main official logo for Montana Silversmiths. This

logo is to be used for all official identity applications of

Montana Silversmiths except where mentioned below.

This includes all official business materials, corporate

embroidery, merchandising, packaging, signage,

and other promotional materials. This logo should also

be used in conjunction with products that target the

Western-market.

1.2 Special Occasion Logo

This version of the logo is for use in the 45th anniversary

year only.

1.3 Rodeo Logo

This version of the logo is reserved for within the rodeo

arena. It will be used on the banners, patches, chute

stickers, etc.


5

1.4 English Logo

This version of the logo is reserved for English audiences.

It will be used on signage and in printed material.

1.5 Area of Isolation and Minimum Size

The space around the logo must be at least one half the

height of the tallest letter. The logo should never be less

than 0.5” in height.

1.6 Incorrect Uses

The following are examples of what not to do when using our logo.

• Logos must only be presented in Montana Silversmiths

three primary colors (listed below).

• Do not skew the logo in any way; this includes

positioning it at an angle, or stretching it vertically or

horizontally.

• Do not place logo over a patterned background.

• Do not put a border around the logo.

• Use only one approved color for the logo.

• Do not place a stroke around any character in the

logo.

• Do not remove characters from the logo.


1.4 Area of Isolation and Minimum Size

The space around the logo must be at least one half

the height of the tallest letter. The logo should never

be less than 0.5” in height.

1.5 Incorrect Uses

The following are examples of what not to do when using our logo.

• Logos must only be presented in Montana Silversmiths three

primary colors (listed below).

• Do not skew the logo in any way; this includes positioning it at

an angle, or stretching it vertically or horizontally.

• Do not place logo over a patterned background.

• Do not put a border around the logo.

• Use only one approved color for the logo.

• Do not place a stroke around any character in the logo.

• Do not remove characters from the logo.

1.6 Discontinued Logos

The following logos have been discontinued and should not be

used in any marketing communications.

Any logo with the bar extending behind the shadow man should

not be used. Also, the logos no longer have a shadow extending

from the shadow man. These logos should not be used. The

website has since changed, as has the logo.

1.7 Sub-Brand Marks

The following are sub-brand marks owned or used by Montana

Silversmiths.

0.125”

0.125”


1.7.1 Sterling Lane® logo should be used in conjunction with this Montana Silversmiths sterling

silver catalog brand.

1.7.2 Pursue the Wild logo logo is used with the Kristy Titus

inspired outdoor sterling silver product.

1.7.3 The Pure Montana™ brand logo is used for the sterling

line sold exclusively through EVINE Live.

1.7.4 The MTS Private Collection brand logo is used for

the Montana-made sterling line sold exclusively through

Montana Silversmiths stores.

1.7.5 The Montana Lily Kim logo is used in conjuction with

the custom line by designer, Lily Kim.

1.7.6 Montaglia® is a sterling silver brand of jewelry by

Montana Silversmiths sold exclusively direct to consumers.

1.7.7 The Attitude Buckles® and the Attitude Jewelry® logos

should only be used when promoting these lines of buckles

and jewelry.

1.8 Secondary Marks ®JewelryJewelry


The following secondary marks are owned or used by

Montana Silversmiths to describe product collections,

finishes or valued processes.

1.8.1 The Designer’s Mark™ logo is to be used in

conjunction with the engraving design minted on the

reverse of select buckles and jewelry pieces.

1.8.2 The Montana Armor® logo will be used to promote

Montana Silversmiths silver protection technology.

1.8.3 Montana Silversmiths Tough Enough to Wear Pink

logo should be used in conjunction with TETWP product. In addition, Montana Silversmiths

line of TETWP products is called “Hope Ropes”

2 TAGLINES AND HASHTAGS

The Montana Silversmiths taglines and hashtags are to be used in conjunction with the main

and or sub-brand logo. The purpose of these is to communicate the brand message and

benefits to the consumer.

2.1 Taglines

MONTANAARMOR

MONTANAARMOR®®


The following taglines are owned or used by Montana Silversmiths. Different taglines are

used in the different situations outlined below.

2.1.1 Primary Taglines

2.1.2 Secondary Taglines

2.2 Hashtags

The following hashtags are used by Montana Silversmiths. Different hashtags are used in the

different situations outlined below.

3 TYPOGRAPHY

General Buckles & Awards Signature Jewlery• #MontanaSilversmiths• #LeadersbyDesign• #IWearMontana• #TakeASecondLook

• #BrandofChampions • #BuckleUp• #SwarovskiZirconia

• #SilverArtistry • #WearTheWestYourWay• #SwarovskiCrystals

Sterling Lane Attitude Buckles/Jewelry• “Inspired by the Spirit & Romance of the West”

• “Let Your Buckle Do the Talking”• “It’s a Whole New Attitude”

Sterling Lane Attitude Buckles/Jewelry• #SwarovskiZirconia• #WesternWedding• #RomanceoftheWest• #SterlingLane• #TwoTrailsBecomeOneRoad

• #AttitudeBuckles• #AttitudeJewelry

General Signature Jewelry Signature Buckles• “Leaders by Design”• “Silver Aristry”

• “Fine Western Jewelry” • “Brand of Champions®”

General Signature Jewelry Signature Buckles• “Celebrate Every Moment”• “Celebrate Gift Giving”• “Wear the West Your Way”• “Take A Second Look”

• “Fine Western Jewelry”• “Stong Ties”

• “Brand of Champions®”• “Every Buckle Has a Story”


Typography is important in all communications. Montana Silversmiths strives to maintain a

standard in how we manage and maintain our brand image through type.

3.1 Primary Typefaces

3.1.1 Century Gothic, shown here is a sans serif font,

primarily used in our visual standards. Use this font in all

print and digital communications.

3.1.2 Trajan Pro is the primary serif typeface.

3.1.3 Shown here is the script font, Hexterica, used

in our visual standards. This font is primarily used to

headers and taglines.

3.2 Secondary Typefaces

3.2.1 The serif typeface, Trajan Pro, may

be used to compliment the primary

typefaces.

3.2.2 The serif typeface, Almeria, may be used for materials pertaining to Brand of

Champions.

3.2.3 Tranerine is script option when Hesterica is unavailable.

4 COLOR

Century Gothicabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

TRAJAN PROabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

TRAJAN PROabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Great Vibesabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tangerineabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ

Almeriaabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZ


Montana Silversmiths primary and accent colors are reflective of our heritage; the blue

mountains, big blue sky, blue rolling rivers, and Montana’s blue state flag.

4.1 Primary Color Scheme

All communications and designs should be created in the official Montana Silversmiths

colors. Logos may only be represented in these three colors: Pantone 541, White and Black

R:110 G:140 B:120

#6D8C78

R:72 G:116 B:153

#487499

R:169 G:168 B:169

#A9A8A9

R:227 G:198 B:103

#E3C667

R:0 G:0 B: 0

R:0 G:0 B: 0

#000000

R:255 G:255 B:255

#FFFFFFPMS 541R:14 G:64 B:106

#0E406A

R:61 G:107 B:140

#3D6B8C

R:0 G:116 B:130

#007482

R:150 G:183 B:216

#96B7D8

R:231 G:224 B:239

#E7E0EF

#000000 #FFFFFFPMS 3125R:167 G:168 B:170

#A7A8AA

Montana Silversmiths

R:91 G:102 B:112

#5B6770

R:206 G:190 B:164

#CEBEA4

R:194 G:197 B:200

#C2C5C8

R:76 G:47 B:72

#4C2F48

R:0 G:0 B: 0

#000000

R:255 G:255 B:255

#FFFFFFPMS 535R:141 G:158 B:188

#8D9EBC

R:91 G:102 B:112

#5B6770

R:206 G:190 B:164

#CEBEA4

R:206 G:190 B:164

#CEBEA4

R:194 G:197 B:200

#C2C5C8

R:76 G:47 B:72

#4C2F48

R:0 G:0 B: 0

#000000

R:255 G:255 B:255

#FFFFFFPMS 535R:141 G:158 B:188

#8D9EBC

R:255 G:255 B:255

R:147 G:149 B:152

#939598

R:0 G:0 B: 0

R:150 G:206 B:216

#96CED8

R:170 G:158 B:205

#AA9ECD

R:185 G:216 B:116

#B9D874

#000000 #FFFFFFPMS 3125R:0 G:170 B:200

#00AAC8

Jewelry®

R:147 G:149 B:152

#939598

R:135 G:23 B:25

#871719

R:111 G:78 B:41

#6F4E29

R:0 G:103 B:168

#0067A8

#FFFFFFBLACKR:0 G:0 B:0

#000000

R:255 G:255 B:255

R:255 G:255 B:255

R:110 G:140 B:120

#6D8C78

R:72 G:116 B:153

#487499

R:169 G:168 B:169

#A9A8A9

R:227 G:198 B:103

#E3C667 R:169 G:168 B:169#A9A8A9

R:88 G:217 B:167#58D9A7

R:0 G:0 B: 0

R:0 G:0 B: 0

#000000

R:255 G:255 B:255

#FFFFFFPMS 541R:14 G:64 B:106

#0E406A

R:61 G:107 B:140

#3D6B8C

R:0 G:116 B:130

#007482

R:150 G:183 B:216

#96B7D8

R:231 G:224 B:239

#E7E0EF

#000000 #FFFFFFPMS 3125R:167 G:168 B:170

#A7A8AA

Montana Silversmiths

R:91 G:102 B:112

#5B6770

R:206 G:190 B:164

#CEBEA4

R:194 G:197 B:200

#C2C5C8

R:76 G:47 B:72

#4C2F48

R:0 G:0 B: 0

#000000

R:255 G:255 B:255

#FFFFFFPMS 535R:141 G:158 B:188

#8D9EBC

R:91 G:102 B:112

#5B6770

R:206 G:190 B:164

#CEBEA4

R:206 G:190 B:164

#CEBEA4

R:194 G:197 B:200

#C2C5C8

R:76 G:47 B:72

#4C2F48

R:0 G:0 B: 0

#000000

R:255 G:255 B:255

#FFFFFFPMS 535R:141 G:158 B:188

#8D9EBC

R:255 G:255 B:255

R:147 G:149 B:152

#939598

R:0 G:0 B: 0

R:150 G:206 B:216

#96CED8

R:170 G:158 B:205

#AA9ECD

R:170 G:158 B:205#AA9ECD

R:185 G:216 B:116

#B9D874

#000000 #FFFFFFPMS 3125R:0 G:170 B:200

#00AAC8

Jewelry®

R:147 G:149 B:152

#939598

R:135 G:23 B:25

#871719

R:111 G:78 B:41

#6F4E29

R:0 G:103 B:168

#0067A8

#FFFFFFBLACKR:0 G:0 B:0

#000000

R:255 G:255 B:255

R:255 G:255 B:255

Secondary Highlight

®JewelryJewelry

4.2 Secondary Color Schemes


5 PRODUCT IMAGERYStandardized product imagery promotes a consistent look across all platforms. Product

images should present products in such a way that the consumer has a clear expectation on

the detail, size, and presentation of the item. Montana Silversmiths Marketing Department is

responsible for photographing, naming and editing all product images, including those sold

online, in catalog and created for special projects.

5.1 Formatting and File Location

All web ready images should be formatted as follows: 1800px x 1800px, 72 dpi, RGB, jpeg.

Web ready images can be located on the Marketing Drive, following this path: K:\Catalog

Product Images. These images are also available on One Drive and upon request.

5.2 Main Product Images

5.2.1 Front View

The main product photos are meant to display the front of the product. Most commonly,

these are the images taken for purpose of catalog and reformatted to the web image

specifications.

• The file name should be the sku in all capital letters.

• The product should be clipped and centered on a white background (with any necklace

chains/bolo cords to the top of the crop).

• In addition to the alternate views below, another alternate image may be required for a

unique item. This image would be named with the suffix “_alt”.

• All sterling silver items and/or items with Swarovski Zirconia or Crystal should be labeled.

5.3 Alternate Views

The following additional photo views will be made available for distribution:

5.3.1 Back View

• The file name should be the sku in all capital letters, with the suffix “_alt2”.

• The product should be clipped on a white background.

• This view is meant for websites that do not have 360 degree capability, so it should


present a clear image of the back or a three-quarter position so that details not visible from

the front can be seen.

• This view should also include any clasps and makers and/or sterling silver marks.

5.3.2 Model Shot

• The file name should be the sku in all capital letters, with the suffix “_mod”.

• The background is NOT clipped out, but may be blurred.

• This is view is meant to demonstrate how the product fits on a person, demonstrating both

size and fit on a body.

• The detail of the design is less important than demonstrating the fit, therefore, make sure

these images are not cropped in too closely.

5.3.3 360 View

• The file name should be the sku in all capital letters, with the suffix “_360”.

5.4 Buckles

Front View

• Shoot from straight on

_alt2 Needs to clearly show the back or side detail which would

not otherwise be visible from the front view.

• Camera at an upper angle

• Show a dimensional view of the curve

• Include designer’s mark and logo plate

_mod Needs to clearly show the relative size of the buckle to the

belt strap.


• Buckle view straight forward or very slightly three-quarter


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• The detail of the design is less important than demonstrating the overall presentation

of the packaged product, but should still show the product such that the product is

recognizable and displayed flatteringly.

5.3.4 360 View

• The file name should be the sku in all capital letters, with the suffix “_360”.

5.4 Buckles

Front View


_alt2 Needs to clearly show the back or side detail which would

not otherwise be visible from the front view.


• Show a dimensional view of the curve

• Include designer’s mark and logo plate

_mod Needs to clearly show the relative size of the buckle to the

belt strap.


• Buckle view straight forward or very slightly three-quarter

_box Needs to show the product packaging, however product

does not need to be 100% clear


• Make entire box visible in the frame

• Buckle should be centered in box (not crooked/askew)

• No glare light on the box top

• Montana Silversmiths logo visible, if possible


5.5 Rings

Front View

• Shoot at a slight upward angle so that the band is visible

_alt A side view of the ring may be required if the front view does not

display the band.

_alt2 Needs to clearly show the .925 stamp as well as back or side

detail which would not otherwise be visible from the front view.


• Show a dimensional view

• .925 stamp view required

_mod Needs to clearly show the relative size of the ring on a hand.

• Crop should include full length fingers, or wrist at minimum

5.6 Earrings

Front View for Posts

• Shoot left earring straight on and the side of the right earring at a

slight upward angle

Front View for French Hooks

• Shoot straight on

• Stagger earrings with the left positioned higher than the right

Front View for Hoops and Huggies

• Shoot left earring at a slight angle and right from the side


_alt2 for Posts Needs to clearly show the back or side detail

which would not otherwise be visible from the front view.

• The post backings should be pulled out to the tip of the post.

• Arrange one earring on its front so the back is sticking straight

up, and the other earring propped up but facing away from the

camera for a dimensional view

_alt2 for French Hooks Needs to clearly show the back or side

detail which would not otherwise be visible from the front view.


• Earrings should be face down

• Arranged at a 30 to 45-degree angle on the screen

• Make sure to arrange the hooks so they are not laying across

the earring

•

_alt2 for Hoops and Huggies Needs to clearly show the back or

side detail which would not otherwise be visible from the front

view.


• The post backings should be pulled out to the tip of the post.

• Place earrings in a yin/yang arrangement.

_mod Needs to clearly show the relative size of the earring on

the head.


• Camera should be arranged at a slightly three-quarter view

to demonstrate dimension and fit on the ear lobe

• Image should be cropped out far enough to include the

neck, upper shoulder, jawline and cheek.


5.7 Necklaces

Front View


• Center in frame with chain to the top of the crop

_alt2 Needs to show the back or side detail which would not

otherwise be visible from the front view.


• Product face down

• Arranged at 30 to 45-degree angle

• Include clasp in view

_mod Needs to clearly show the relative size of the necklace on

body.



to demonstrate dimension and fit on the body


neck and shoulders, and as far down as will fit the necklace.

5.8 Jewelry Sets

Front View


• Center in frame with chain to the top of

the crop






• Arranged at 30 to 45-degree angle

• Include clasp in view, and earrings arranged per earring

section.

_mod Needs to clearly show the relative size of the earrings and

necklace on body.


• Camera should be arranged at a slightly three-quarter view to

demonstrate dimension and fit on the body

• Necklace clasped at full length, but not using the extender

• Image should be cropped out far enough to include half of

ear lobe, and as far down as necklace rests at full length.

5.9 Bracelets

Front View for Cuff Bracelets

• Shoot at a slight upward angle so that the inside edges are

visible

Front View for Link Bracelets

• Depending on angle, either shoot from above, or

• At a slight upward angle so that the back is visible


_alt2 for Cuff Bracelets Needs to show the back or side detail



• Side detail view

• Designer’s Mark is visible and upright

_alt2 for Link Bracelets Needs to show the back or side detail



• Bracelet should be face down

• Include clasp in view

_mod Needs to clearly show the relative size of the bracelet on

wrist.




• Shirt cuff should not cover bracelet


hand and part of the lower arm past the wrist

5.10 Barrettes

Front View





• Dimensional view – try to show curve and texture


_mod Needs to clearly show the relative size of the barrette in

hair.


• Barrette view straight forward or at very slight three-quarter

angle

5.11 Watches

Front View for Leather, Bracelet and Expansion Bands


Main Web Image for Wrist Watches

• Crop front image tight on face, and half of bands

Front View for Pocket Watches

• Shoot from straight on with chain to the edge of the crop

_alt2 for Leather Bands Needs to show the back or side detail



• Buckle clasp visible


_alt2 for Bracelet Bands Needs to show the back or side detail



• Show toggle and Designer’s Mark

_alt2 for Expansion Bands Needs to show the back or side detail



• Expansion visible

_alt2 for Pocket Watches Needs to show the inside face, which

would not otherwise be visible from the front view.

• Watch propped upright and open

• Include chain arranged in view

_mod for Wrist Watches Needs to clearly show the relative size of

the watch on wrist.


• No glare on watch face

• Shirt cuff should not cover watch


hand and part of the lower arm past the wrist.

_mod for Pocket Watches Needs to clearly show the relative size

of the watch on wrist.


• Pocket watch shown in hand


5.12 Bolo Ties

Front View


• Center in frame with cords to the top of the crop





• Include cord in view

_mod Needs to clearly show the relative size of the bolo tie on

the collar.




neck and shoulders, and as far down as will fit the necklace.

5.13 Money Clips

Front View

• Shoot from slight upward angle, showing entire front, with

some of the inside visible




• Arranged horizontally at a 30 to 45-degree angle


_mod Needs to clearly show the relative size of the money clip in

hand.

• Photo with money in clip

5.14 Snuff Can Lids

Front View

• Shoot from slight side angle to show dimension





• Try to hide splotchy parts

_mod Needs to clearly show the relative size of the snuff can lid

to a can.

• Show lid on a can, does not need to be secure

• Don’t show snuff brand

• Camera at an upper angle or overhead on flat surface

6 PRODUCT DIMENSION STANDARDSBelow are standardized practices Montana Silversmiths follows when measuring and

weighing product.

6.1 Units of Measurement

• Dimensions should be measured in inches, using decimals

• Weights should be measured in grams, using decimals

• Net Weight is the weight of the product only

• Tare Weight is the weight of the BOX PLUS PRODUCT


24

_mod Needs to clearly show the relative size of the snuff can lid

to a can.

• Show lid on a can, does not need to be secure

• Don’t show snuff brand

• Camera at an upper angle or overhead on flat surface

_box Needs to show the product packaging, however product

does not need to be 100% clear


• Make entire box visible in the frame

• No glare light on the box top

• Montana Silversmiths logo visible, if possible

6 PRODUCT DIMENSION STANDARDSBelow are standardized practices Montana Silversmiths follows when measuring and

weighing product.

6.1 Units of Measurement

• Dimensions should be measured in inches, using decimals

• Weights should be measured in grams, using decimals

Net Weight is the weight of the product only

Tare Weight is the weight of the BOX PLUS PRODUCT


6.2 Buckles

...for Classic, Trophy and Attitude Buckles

...for Ranger Buckles or 3 & 4 pieces Buckle Sets

6.3 Rings


6.4 Earrings

...for Hoop Earrings

...for Dangles & French Hook Earrings

...for Post Earrings


6.5 Necklaces

...for Pendant Necklaces

...for Chokers or Multi-Pendant/Charm Necklaces


...for Multi-Chain Necklaces

6.6 Jewelry Sets

For the primary width, height, length – use the necklace measurements, since those are

typically the larger pendant in the set.

6.7 Bracelets


...for Cuff or Wrap Bracelets

6.8 Barrettes

6.9 Watches...for Pocket Watches


...for Bangle, Beaded, or Chain Link Bracelets

...for Wrist Watches (when in doubt, reference bracelet measurement guide)

6.10 Bolo Ties


6.11 Money Clips

6.12 Snuff Can Lids


6.13 Average Weights and Measurements

Below are the average tare weights, box dimensions, and net weights.

7 TERMINOLOGY, PHRASEOLOGY, AND VOICEIt’s important to have a standardized way of communicating with all customers.

7.1 Jewelry Terminology


When describing jewelry online, it’s important to use the correct industry-wide terminology

Types of Clasps


Types of Closures/Backs/Attachments


Types of Earrings

Types of Chains7.2 Media Phraseology

All communication by Montana Silversmiths should follow the basic rules of trademarking to

ensure a unified message. Follow these rules when creating any outside correspondences,

especially in press releases or on the website.

7.2.1 Adjective

Use company name (and/or any company sub-brand) as an adjective, NOT a noun.

Example of name as an adjective: MONTANA SILVERSMITHS Jewelry.


Content Update Schedule Size(s) 8.1 Homepage Banners & Graphics

8.1.1 Main Slider

8.1.2 Secondary Banners

• Marketing Purpose/Sales Benefit• Call to Action• Pertinent Information

• One (next) banner image in rotation each week

• 1295px max width

• Marketing Purpose/Sales Benefit• Call to Action• Pertinent Information

• With every new catalog release

• Home Two Thirds: 790px x 364px• Home Half Landscape: 658px x 245px• Home Half Square: 673px x 512px• Home Third: 555px x 364

8.1.3 Dropdown Menu Graphic• Image without copy • With every new catalog

release• 300px x 190px

7.2.2 Possessive

Do not use the company name (and/or any company sub-brand) in a possessive form.

Example of name in possessive form: the MONTANA SILVERSMITH’S Montana Gunmetal

product line.

7.2 Voice

Montana Silversmiths brand voice speaks to our craftmanship, heritage and genuineness.

It’s important to use the same voice when communicating with our customer. Across all

platforms, use a voice that conveys the “Authenticity of the Beauty of the West”.

8 WEB COLLATERALBelow is a guide to the required content, updates and sizes of www.MontanaSilversmiths.

com graphics, as well as that for social channels.


Content Update Schedule Size(s)

8.2 Category Banners• Image without copy • With every new catalog

release• 1375px x 185px• 1375px x 245px

8.3.2 Google and Facebook• 1 version with & 1 without Logo

• Weekly • 1200px x 628px • 600px x 600px • 800px x 800px

8.3 Social Ads

8.3.1 Affiliates• Call to Action• Pertinent Info• Logo• Code (if applicable)

• Weekly • 88px x 31px • 120px x 60px • 234px x 60px • 468px x 60px • 728px x 90px • 300px x 250px

9 DIGITAL STATIONARYOfficial stationery promotes a strong unified image for both internal and external

communications. A consistent design makes correspondence immediately recognizable.

Montana Silversmiths Marketing Department is responsible for creating all digital stationary

standards.


9.1 E-mail Signature

The following is an example of the E-mail Signature to be used by all Montana Silversmiths

employees.

Montana Silversmith Brand Standards Manual

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Documents

Brand Standards Manual - s3.us-west-1.wasabisys.com · Montana Silversmith Brand Standards Manual 1 Brand Standards Manual Standards and guidelines created by Montana Silversmiths