Staples US Contract Guidelines

Branding Guidelines
for Staples Advantage

®
U.S. English
9-21-10
Staples Table of Contents 2
Table of Contents
Introduction................................................................................................................. 3–6 Putting the brand into words........................................................................................... 34
Staples’ history................................................................................................................. 4 Keep in mind who you’re talking to......................................................................... 34
Timeline..................................................................................................................... 5 Communicate the message.................................................................................... 35
Staples organization.......................................................................................................... 6 Staples Advantage Personas............................................................................... 36-51
Corporate Brand....................................................................................................... 7–31 Staples Advantage Print Visual Identity.............................................................. 52-68
The Brand......................................................................................................................... 8 Staples Advantage Logo and Line of Business Logo Guidelines...................................53
Our Brand Promise................................................................................................... 8 Logo colors............................................................................................................53
Brand Promise translations....................................................................................... 8 References to “Staples Advantage” in copy............................................................ 53
What is our brand personality?................................................................................. 8 Minimum logo size and clear space.......................................................................54
You are a brand ambassador.................................................................................... 8 Using the logo on colored backgrounds................................................................55
Staples is/Staples isn’t.............................................................................................. 8 Logo don’ts...................................................................................................... 56-57
Staples Advantage identity and its Lines of Business...................................... 58-59
Logo............................................................................................................................9–11 Minimum logo size and clear space................................................................. 60-61
Logo color................................................................................................................. 9
Minimum logo size and clear space.......................................................................... 9 Introducing the “split” system.........................................................................................62
Logo don’ts............................................................................................................. 10 The rationale behind the “split”...............................................................................62
Using the logo on colored backgrounds..................................................................11 Writing to the “split”................................................................................................63
Outlining descenders and kerning in headlines......................................................64
Legal guidelines.............................................................................................................. 12
Using color............................................................................................................... 65-66
Voice.......................................................................................................................... 13–15 Monochromatic color saturation.............................................................................65
One company. One voice........................................................................................ 12 Creating the “split”..................................................................................................65
Capturing our spirit in words................................................................................... 12 Gradient technique.................................................................................................66
Humor. It’s in our DNA. It’s part of who we are....................................................... 12 Creating the gradient..............................................................................................66
Dial it up. Dial it down............................................................................................. 13
What we say is who we are..................................................................................... 14 Photography.................................................................................................................. 67
What makes photography “on brand”?.................................................................. 67
Color palette.............................................................................................................. 16–17
Bringing it all together....................................................................................................68
Typeface......................................................................................................................... 18
Staples Advantage Online Visual Identity........................................................... 69–82
The Easy Button ...................................................................................................... 19–23
®
Using the Easy Button............................................................................................. 19 Templates.............................................................................................................. 83–97

Icon or product?...................................................................................................... 20 Catalogs.................................................................................................................84
Picking the right Easy Button for the job................................................................. 21 Fact sheets — single-sided....................................................................................85
Finishing the button................................................................................................. 22 Fact sheets — double-sided............................................................................86–87
Minimum Easy Button size...................................................................................... 22 Brochure and flyer interiors....................................................................................88
Easy Button don’ts.................................................................................................. 23 Newsletters......................................................................................................89–90
Stationery.................................................................................................................. 24–29 Posters, advertisements and ad-like objects.......................................................... 91
Tradeshow booth graphics.....................................................................................92
Exterior signage.............................................................................................................. 30 Emails...............................................................................................................93–94
Shipping boxes............................................................................................................... 31 PowerPoint presentation slides..............................................................................95
Staples Advantage Messaging.............................................................................32-35
® Business Interiors collateral.............................................................................. 96-97
Staples Advantage brand positioning............................................................................. 33 “Split” don’ts..................................................................................................................98
In summary....................................................................................................................99
Examples.............................................................................................................. 100-103
Introduction
Staples Introduction 4
Staples’ history
It all started with a broken printer ribbon.
During the Fourth of July weekend in Staples celebrated its 10th anniversary,
1985, Staples founder Tom Stemberg
®
it was one of only six companies in
happened to be writing a business U.S. history to achieve annual sales of
plan when his printer ribbon broke. $3 billion within a decade of startup.
With stores closed for the holiday, he
In 1998 the company launched its
realized that what the world needed
award-winning eCommerce site,
was a supermarket for office supplies.
staples.com , which became Staples
®
Until Staples, small businesses and

Business Delivery , one of the first
®
consumers paid a premium for

retailers to truly integrate its Web
office supplies at the neighborhood
site into its retail stores. The
store. Staples was created to give
business model that Tom Stemberg
the same deep discounts to people
implemented in 1986 is now one of
operating small businesses.
Staples’ fastest-growing divisions.
Staples opened its first store
In the summer of 2008, Staples
in Brighton, Massachusetts, on
acquired Corporate Express, which
May 1, 1986. The combination of
nearly doubled its ability to service
convenience and low prices was a
business customers around the world.
success. One year after opening
its doors, Staples expanded to Staples currently serves customers
New York City. By 1990 Staples in 27 countries worldwide and on
was operating in Los Angeles and five continents. With an increased
a year later was going international, presence in Europe and new markets
expanding into Canada. By 1992, in Australia and New Zealand, Staples
Staples had opened stores in the is the largest company in the industry.
U.K. and Germany. By the time
Staples, Inc. Timeline
1986 1989 1991 1992 1993 1994 1995 1998 1999 2000 2002 2003 2004 2005 2006 2007 2008
Quill acquired
May 1 Invests in Enters contract Revenues top Acquires th
20 Anniversary Acquires
First store opens Maxi Papier business with $10 billion Malling Beck Corporate
in Brighton, MA German office superstore acquisition of Denmark Express
National Office and Pressel Versand
Supply and Ivan Allen acquired Acquires Based in Austria but
Spectrum Office Guilbert’s European serves 9 countries
Products mail-order business,
which includes JPG,
Bernard, Enters China Sales reach
Kontorslagret, Joint venture with OA365 $18.2 billion
Staples.com ®
Neat Ideas,
Partners with Acquires launched
Enters delivery business Kingfisher to open Kalamazoo,
DA Mac Isaac MondOffice Enters
with first chainwide Office Superstores and Philadelphia Enters Taiwan
catalog in the U.K. South America as UB Staples
Stationers
®
with acquisition
Contract Acquires Medical of OfficeNet
Joint venture with
UB Office Systems
Sales pass Arts Press
$1 billion Enters India
Joint venture with
Hartford acquired Pantaloon Retail Limited
Sales exceed Acquires Launches Prime acquired

$3 billion — sixth Office Center Easy Brand
company in The Netherlands and Portugal Promise
history to reach that and Sigma BüroWelt Acquires
milestone within 15 stores in Germany American Identity
Business Depot ™
10 years of startup Relaunches A leading promotional
opens in Canada Launches
Staples Brand
®
Easy Button®
products distributor
Products
MacAuley Business StaplesLink.com ® ®
Resources Inc. launched Opens flagship

is acquired store in Beijing
Contract
Staples Direct
®
is formed
Staples organization
Staples is segmented into three channels:
1. North American Retail — generating sales through our retail stores
2. North American Delivery — selling to our customers through
the use of catalogs, the Web and email
3. International
North American Delivery North American Retail Staples

International
Staples Advantage • Small business and home
office customers • Delivery, retail and
Staples Quill contract businesses
• Operates 1,835 retail
Enterprise Lines of Business Corporation • Serve customers in
stores throughout the
Business Delivery 27 countries on five
Accounts United States and
Canada continents throughout
North and South
• Offers a Copy & Print
America, Europe, Asia
Center, UPS® Ship
• Fortune 1000, • Office products • Business Interiors • Small Business • Small & Medium and Australia
Center and computer
Multi-site, provider (program) • Facility Solutions • Power Consumers Businesses service desk
Nationwide/ • Local, regional & • Print Solutions • eCommerce • eCommerce
International mid- to large-size • Promotional Products • U.S. & Canada
Corporations businesses with
• Technology Solutions
• Government 20+ employees
• eCommerce • Healthcare and
Education
• eCommerce
Corporate Brand
Staples Corporate Brand 8
The Brand
Our Brand Tagline What is our brand personality?
That was easy. It’s the look and feel that brings Staples to life. It’s who we are.
Our DNA. It’s the combination of elements that is totally unique to
Since our U.S. tagline “that was easy.” doesn’t always translate well into Staples. Dynamic yet simple. Empathetic and confident. It’s what
other languages, the term “We make buying office products easy.” can be we want every customer to feel whenever they think of Staples.
used to reinforce the Staples brand.
®
You are a brand ambassador

You’re in charge. Of the brand, that is. Don’t underestimate the
Our Brand Promise meaning of this key management position. You get to say “too long.”
We make buying office products easy. “This bores me.” And “that’s just not easy.” Because if you don’t,
maybe no one will. Then we’ll have lost a precious opportunity to
impact our customers. So make the Staples brand part of your very being.
®
Get it under your skin. Help create a brand that other companies
will learn from. Aspire to. Now get out there and make us proud.
Staples is: Staples isn’t:
Engaging Contrived
Empathetic Complicated
Humorous Long-winded
Forward thinking Clichéd
Energetic Hokey
Dynamic Common
Responsive Boastful
Focused Predictable
Clear Passive
Confident Complacent
Real-life Self-serving
Empowered “Ad-speak”
Logo
Corporate logo (commonly referred to as “The Brick.”) Logo color
CMYK: 0/97/100/0
PMS: 485
RGB: 204/0/0
HEX: CC0000
6˚ angle
Minimum logo size and clear space

The logo must be of a minimum size to be legible. Create clear space around the logo so that type and other elements do not lessen its impact.
x
.05" wide x logo height
The smallest permitted size x

for the logo is .05" mm wide.
(online: 35 pixels wide) “X” height of clear space is required around all sides of the logo
(“X” height is height of the uppercase letters in the Staples logo.)
Logo don’ts DO NOT place objects on the logo.
DO NOT change the angle

of the logo (“The Brick”) from DO NOT change the typeface.
the standard 6˚.
DO NOT reverse the logo.

DO NOT crop, distort or skew
the logo in any way.
DO NOT remove the Staples

name from the rectangle.
DO NOT alter the color of the
logo or the type within.
DO NOT insert copy

inside the logo.
Use for the best deals! DO NOT use the logo in a

sentence.
DO NOT use the Staples bent “L”
in any other words.
DO NOT overlap the logo with

typography, graphics or photos. DO NOT use the Staples bent “L”
Follow the clear space guidelines
Huge Savings! on the previous page.
in a pattern.
Using the logo on colored backgrounds
Use the standard logo on all

backgrounds.
EXCEPTIONS:
Use logo with the white stroke when
it is placed on a PMS 485 or 239
background, or on a similarly colored
background where a non-stroked
logo would get lost or visually vibrate.
NOTE: On a 1.97" x .96" logo,
the stroke is 1 pt. The stroke scales
proportionally to the logo.
B&W LOGO:
When placing the B&W logo on
a black background, use the logo
with the white stroke.
Legal guidelines
Staples corporate The Easy Button ®
To capitalize or not In copy

“Staples” should always be written with an initial capital letter in copy. “Easy Button” should always be written with initial capital letters. It should
have a registered trademark (®) in the copy at the first occurrence on a page,
Trademark usage
regardless of whether we are talking about our service of making it easy to
The first time only that “Staples” is used on the page as an adjective
buy office supplies, or the physical Easy Button product that we sell.
in a marketing/promotional sense, e.g., Staples store, it should have
®
the registered trademark (®). Do not use the registered trademark As a visual
when “Staples” is used by itself (e.g., “Great deals at Staples!”). When we show the Easy Button icon in the context of our service of making
“Staples brand” should have the ® in all instances.
® it easy, it should always have the registered trademark. See layout specifics
on page 21.
The image for the Easy Button SKU (product) does not need a registered
trademark.
Please note: trademark usage as noted in these guidelines is appropriate for

the U.S. and may not be appropriate for other countries. Please check with
the legal advisor for your country.
Voice
One company. One voice. Humor. It’s in our DNA. It’s part of who we are.
More than anything, our words — the ongoing conversation we have with our Thanks to years of delightfully funny television commercials, Staples ®
customers — communicate that unique and intangible sense of who we are brand heritage is firmly rooted in empathetic humor. That slight irreverence
as a company. Our brand voice is a powerful way to differentiate our brand resonates with our customers and forges that all-important emotional
every day. connection. It’s a little slice of life; a bit of common ground.
It should:
• Speak to the customer in their own tone of voice
Capturing our spirit in words. • Create a connection by making the customer feel understood
At our heart, Staples is entrepreneurial. We talk to customers like real people. • Give the sense that we understand and empathize because
And find those “that happens to me, too” truths about running a business. we’ve been there too
When we write copy with empathy and honesty, the words grab the reader’s It should not:
interest and keep it. Our voice forges an emotional connection that makes • Sacrifice the message for a punch line
customers more responsive to our message — and more loyal to Staples. • Try too hard to be funny
• Feel mean-spirited or at someone else’s expense
• Feel too familiar or informal
brand voice • Make light of the customer’s business challenges
• Be sarcastic
Guidelines for using humor effectively:
1. Communicate the primary message clearly and concisely
emotional connection 2. Wrap your communication in the Staples voice that is most
appropriate for your audience
3. Look for opportunities to inject the appropriate level of humor
in the copy OR in the visuals
loyalty
Dial it up. Dial it down.

Sometimes, using too much brand voice can get in the way of the message. For example, when a customer simply wants to know the page capacity
of a shredder. Most of our vehicles provide us with the perfect opportunity to flex our brand voice and break through the clutter of a busy workday or
a crowded in-box.
Below are some examples from our corporate brand voice.
Stamps
Custom Products
PRSRT STD.
STaPleS, inc.
U.S. PoSTage
Stamps
PaiD
Custom
Stamps • Printing •Products
Promotional Products
PRSRT STD.
STaPleS, inc.
U.S. PoSTage
PaiD
Stamps • Printing • Promotional Products
You’re
cheap.
inside!
We can put your name

on can
just put
about anything.
inside!
You’re We your name

easy. on But
justplease
aboutdon’t make us.
anything.
Anywhere, MA 00000
WayName Here
Let a custom stamp say it for you. Over and over.

in savings
(No bunnies were harmed in making this brochure.)

Save time on address, signature, date and approval needs. But please don’t make us.
Way
MA 00000
HereHere
Let a custom stamp say it for you. Over and over.

in savings
(No bunnies were harmed in making this brochure.)

100 Staples
Save time on address, signature, date and approvaleXPiReS 5/31/08

ValiD in SToRe, BY PHone oR online needs.
20
Name
Company
$ OFF
100 Staples
Name
Name Here
ValiD in SToRe, BY PHone oR online eXPiReS 5/31/08
Anywhere,
20
Company
$ OFF
$100
your custom Cosco® brand stamp

(includes ACCU-STAMP®, evostampTM
Framingham, MA 01701
$100
or 2000
your custom
®
) purchase
PlusCosco ®
brandofstamp
$30 or more.
Staples Drive
(includes ACCU-STAMP , evostampTM

When ordering by phone or online, include coupon code: ®
01701
or 2000 Plus®) purchase of $30 or more.

MA9256
XXXX XXXX XXXX XXXX

500 Staples Drive
When ordering by phone or online, include coupon code:

P.O. Box
9256
Framingham,
Valid in Staples U.S. stores, by phone at 1-888-333-3199 or online at www.staplescustomprinting.com. Valid only on
XXXX XXXX XXXX XXXX
P.O. Box500
Cosco brand stamps including ACCU-STAMP®, evostampTM, or 2000 Plus®. Minimum purchase requirement of $30 on
custom Cosco® brand stamps must be met with purchases to which no other coupon or instant savings offer applies.
Limit one per customer, nontransferable. May not be combined with any other coupon. No cash/credit back. Not valid
Validoninprior
Staples U.S. stores,
purchases. by phone
Tax and at 1-888-333-3199
shipping not included or online minimum
in calculating at www.staplescustomprinting.com.
purchase. Custom productValid only ondo not
purchases
break through
Cosco brand stamps
contribute towardincluding ACCU-STAMP
the $50 minimum
®
, evostamp
required
TM
, or 2000
for free delivery Plus®Staples
on other . Minimum
® purchase
product requirement of $30 on
purchases.
custom Cosco® brand stamps must be met with purchases to which no other coupon or instant savings offer applies.
Limit one per customer, nontransferable. May not be combined with any other coupon. No cash/credit back. Not valid
message
on prior purchases. Tax and shipping not included in calculating minimum purchase. Custom product purchases do not
High
contribute toward the $50 minimum required for free delivery on other Staples® product purchases.
Find it fast.
Go to www.staples.com. $100 in savings inside!
Find it fast.
Go to www.staples.com. $100 in savings inside!
offer
message
educational
message
Voice
point of
purchase
message
Low
Unaware Consideration Purchase
Customer mindset
What we say is who we are.

Our brand voice is more than style. It’s substance, too. It’s our products, our services and our commitment to meeting our customers’ needs.
The way we communicate these ideas relies on a distinctive tone. A tone that’s all Staples.
Bringing our spirit to life means choosing words that get at the heart of who we are. Using this page will help you find them.
We are
We are human.
committed to quality.
empathetic
guarantee
approachable
keep promises
humorous
never satisfied
friendly
dedicated
We are
Staples.
We are trustworthy. We are innovative.
committed fresh
supportive entrepreneurial
principled breakthrough
involved creative
We make it easy.
smart
respectful of customer’s time
clutter-free
direct
Color palette
PMS 485 PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259 PMS 2735 PMS 2935
CMYK 0/97/100/0 CMYK 0/1/100/0 CMYK 0/21/88/0 CMYK 0/52/100/0 CMYK 18/80/0/0 CMYK 69/100/1/5 CMYK 100/95/0/3 CMYK 100/52/0/0
RGB 204/0/0 RGB 255/240/0 RGB 255/204/0 RGB 255/150/0 RGB 237/1/117 RGB 159/14/102 RGB 100/18/140 RGB 0/94/194
PMS Proc Blue PMS 321 PMS 348 PMS 369 PMS 390 PMS 456 PMS 4635 BLACK
CMYK 100/10/0/10 CMYK 100/2/32/12 CMYK 100/4/87/18 CMYK 67/0/98/5 CMYK 24/0/98/8 CMYK 9/25/98/41 CMYK 13/53/68/40 CMYK 0/0/0/100
RGB 0/146/219 RGB 0/115/128 RGB 2/121/2 RGB 111/171/4 RGB 199/205/0 RGB 164/138/0 RGB 149/87/0 RGB 0/0/0
Web gradients — 5.0 hues
Blue
w
35
35
35
llo
oc
3
6
85
12
14
23
25
27
29
32
34
36
39
45
46
Ye
Pr
S4
ck
S
S
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
Bla
cc0000 fff000 ffcc00 ff9600 ed0175 980e66 64128c 005ec2 0092db 007380 027902 6fab04 c7cd00 a48a00 955700 000000
cc0000 fff21c ffd11a ffa11a f71885 a41e73 7620a1 0666cc 009eed 008391 1c871c 7eb41e cdd21a ad961a a0681a 1a1a1a
cc0000 fff440 ffd633 ffab33 fc429f b12d81 8b2ebb 0d70d8 00a9ff 0093a3 359435 8cbc36 d2d733 b6a133 aa7933 333333
cc0000 fff54d ffdb4d ffb64d ff57ab bb428f 9d3fcf 177ce6 26b6ff 00a5b8 4ea14e 9ac450 d8dc4d bfad4d b58a4d 4d4d4d
cc0000 fff666 ffe066 ffc066 ff6bb5 cc53a0 b052e1 2c8aed 4dc3ff 15b5c8 67af67 a9cd68 dde166 c8b966 bf9a66 666666
cc0000 fff880 ffe680 ffcb80 ff81bf d66cb0 ba68eb 439bf8 78d2ff 41c5d5 81bc81 b7d582 e3e680 d2c580 caab80 808080
cc0000 fff999 feb99 ffd599 ff95ca e687c4 ce87f9 63afff 99ddff 6cd3df 9ac99a c5dd9b e9eb99 dbd099 d5bc99 999999
cc0000 fffbb3 fff0b3 ffe0b3 ffafd6 f1aad7 e1a6ff 90c5fe b2e5ff 94dee7 b4d7b4 d4e6b4 eef0b3 e4dcb3 dfcdb3 b3b3b3
cc0000 fffccc fff5cc ffeacc ffc8e3 f7bfe2 ebc2ff b4d8ff cceeff bbedf3 cce4cc e2eecd f4f5cc ede8cc eaddcc cccccc
cc0000 fffee6 fffae6 fff5e6 ffe5f2 ffdef4 f4dfff d5e9ff e3f6ff e0f6f9 e6f2e6 f1f7e6 fafae6 f6f4e6 f5efe6 e5e5e5
Typeface
Primary typeface Secondary typeface
Helvetica Neue is the primary Staples typeface.
®
Helvetica Neue Condensed is the secondary Staples typeface. This font is
We only use two weights: 45 Light and 75 Bold. reserved for legal or other small type and should be used sparingly.
Helvetica Neue Bold Helvetica Neue Condensed Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Helvetica Neue Light Helvetica Neue Condensed
Helvetica Neue Condensed Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Microsoft typeface HTML typeface

®
For any internally created documents (Word, PowerPoint , etc.),

®
For online documents, use Verdana for HTML.
use Arial Regular or Black. If Verdana is unavailable, please use Arial.
Arial Black Verdana

Arial Regular Verdana Bold
The Easy Button ®
The Easy Button lets Staples take credit for being easy.
It is a brand icon that will help us:
• Create an instant connection between easy and Staples
• Tell people that shopping Staples is as easy as pressing a button
• Highlight a true point of differentiation — easy
Using the Easy Button

The Easy Button should ONLY be pictured when we are
making something easier.
It is important to always use the Staples Easy Button properly and
responsibly to protect this valuable brand asset.
The Easy Button is: The Easy Button is NOT: ®

• A brand icon for Staples • A logo or a replacement
• A true point of for the brick
differentiation — easy • A catch-all (it’s not meant
• A visual cue that shows to go everywhere)
our commitment to easy • Separate from the
• A point of visual focus Staples brand
®
• A customer-facing
marketing campaign
Icon or product?
The Icon — Symbolic

The icon is used ONLY when
Staples is making something
easier for the customer.
®
advertisement fact sheet
The Product — Literal

The product can be used as
a prop in situational photos,
F P O
as shown at right. Need a little push?
As aa sponsor
As sponsorofofthethe2008
2008Wegmans
Wegmans LPGA Tournament,
LPGA Tournament,
Staples Advantage
Staples Advantageis isproud
proudto to
give ourour
give support on the
support oncourse,
the
at the office, and to the children of Camp Haccamo and
course, at the office, and to the children of Camp Haccamo
Sunshine Campus. Here’s hoping every shot is an easy one.
and Sunshine Campus.
Here’s hoping every shot is an easy one.
Advantage
Easy Button is a registered trademark of Staples the Office Superstore, LLC.
advertisement photo
Picking the right Easy Button for the job ®
There are several Easy Button art files available. Select the Easy Button
based on the background color that the icon sits on. It’s important that
the color reflected on the base matches the color of the background. Wrong Right
Reflection Reflection
Button_485 Button_Yellow Button_123 Button_144 Button_239 Button_259
Button_2735 Button_2935 Button_Proc Blue Button_321 Button_348 Button_369
Button_390 Button_456 Button_4635 Button_White For black background,

use Button_White
Finishing the button Minimum Easy Button size

After you place the correct Easy Button on your background,
you will need to add the drop shadow and registered trademark.* The smallest permitted size for the Easy Button
is .75" wide. (online: 35 pixels wide)
As you decrease the size of the Easy Button, you may
need to enlarge the ® mark, making it more legible.
®
.75" wide
Line up the bottom right of

the ® mark with the edges at
the top of the metallic base.
When the Easy Button is
placed on a dark background,
please color the ® mark white,
® making it more visible.
The exact specifications for the drop shadow

will vary based on the size of the button.
As a guide, the above button (2.56" x 2.36")
has the following InDesign specs:
*NOTE: Please see page 11 for information regarding trademark usage.

Easy Button don’ts

savings.
DO NOT use the button in a
DO NOT rotate the button from sentence.*
the original file position.
It’s to save.
DO NOT change the color

Save 50
$
99
of the button.* DO NOT use the button in
$ 98
a pricing treatment.*
DO NOT put other words

on the button.* DO NOT use the button in
random situations.
DO NOT turn the button to a

DO NOT crop the button.* B&W or grayscale image.
EXCEPTION: When no other colors
are being used, B&W is permitted.
DO NOT place objects

on the button.
*Rule applies to the icon and the product.
77 Helvetica Neue Bold Condensed
Stationery Legal Company Name

2nd line
2.00" Type: 9 pt.
Leading: 11 pt.
Paragraph Return: .08"
Business Unit
Letter standard Region/Department

Street name and number 47 Helvetica Neue Light Condensed
City, ST Postal Code Type: 9 pt.
PO Box 0000 Leading: 11 pt.
Size: Letter size 8.5" x 11" City, ST Postal Code
Country
Paragraph Return: .08"
Logo size: tel: 000 000 0000
1.5" x .75" fax: 000 000 0000 47 Helvetica Neue Light Condensed
ALSO USED FOR: web: www.staples.com
Type: 9 pt.
Memorandums Margin: .375"
Leading: 11 pt.
Fax cover sheets
Colors:
Black PMS 485

CMYK 0/97/100/0
47 Helvetica Neue Light Condensed Oblique

Type: 6 pt.
Leading: 7.5 pt.
1.75"
form number
47 Helvetica Neue Light Condensed 47 Helvetica Neue Light Condensed

commercial register
Type: 6 pt. Legal details city 12345 Type: 7 pt.
Leading: 8 pt.
Not shown actual size

Name:
87 Helvetica Neue Heavy Condensed
Type: 9 pt.
Business card Leading: 9 pt.
U.S. standard with

Title
Line of Business or specialized
sales team (optional):
optional Line of Logo size:
Name
47 Helvetica Neue Light Condensed
Type: 7.5 pt.
Business placement .875" x .04" Title
Line of business
Leading: 8.25–9 pt.
Paragraph return: .08"
Note that the "that was easy " ®
3.50" x 2.00" tagline is mandatory on all

Legal Company Name
Street name and number
Legal Company Name:
67 Helvetica Neue Medium Condensed
business cards (except Busi-
1.60" Address line 2 Type: 7.5 pt.
ness Interiors by Staples).
City, ST Postal Code
Remainder copy:
Margin: .163" 47 Helvetica Neue Light Condensed
tel: 000 000 0000 Type: 7.5 pt.
Colors: fax: 000 000 0000 Leading: 8.25–9 pt.
mobile: 000 000 0000 (optional) Paragraph return: .08"
email: first.last@staples.com
When printing on one side, web: www.specificLOB.com
place environmental/recycle
Black PMS 485 logo(s) here (if applicable).
CMYK 0/97/100/0 Maximum size: .375" x .25" Front
John Doe
Account Manager
Federal Government
Staples
1234 L Street NW
Washington D.C. 20003
tel: 000 000 0000

fax: 000 000 0000
mobile: 000 000 0000 (optional)
Jane Doe
Strategic Account Manager
web: www.specificLOB.com ®
Enterprise Accounts
Staples
1234 L Street NW
Pattern:
We make buying office products easy.
Washington D.C. 20003 Bricks are 100% PMS 485
(CMYK 0/97/100x/0)
Background is 88% PMS 485
tel: 000 000 0000 (CMYK 0/76/80/0)
fax: 000 000 0000 Back – Red Option
mobile: 000 000 0000 (optional) When printing on two sides, place
77 Helvetica Neue Bold Condensed
email: first.last@staples.com Type: 13.5 pt. all environmental/recycle logo(s)
web: www.specificLOB.com on the back (if applicable).
Translations available on page 7.
Maximum size: .375" x .25"
Business Interiors
business card standard
Logo size:
1.25" x .45"
3.50" x 2.00"
Name:
87 Helvetica Neue Heavy Condensed
Type: 9 pt.
Leading: 9 pt.
Title & Line of Business:

Type: 7.5 pt.
Name Paragraph return: .08"
Title
Margin: .25" Legal Company Name Legal Company Name:

Street name and number 67 Helvetica Neue Medium Condensed
Type: 7.5 pt.
Address line 2 Leading: 8.25–9 pt.
City, ST Postal Code
Remainder copy:
tel: 000 000 0000 Type: 7.5 pt.
fax: 000 000 0000 Leading: 8.25–9 pt.
Sarah Doe mobile: 000 000 0000 (optional) Paragraph return: .08"
Account Manager
www.businessinteriorsbystaples.com Color:
Staples (CMYK 40/20/24/0)
1234 Main Street
Suite 100
Anywhere, ST 01001 Front Back – Color Option
tel: 000 000 0000

fax: 000 000 0000
mobile: 000 000 0000 (optional)
www.businessinteriorsbystaples.com
Colors:
CMYK 19/75/94/7 CMYK 40/20/24/0 Black

CMYK 0/0/0/100
Logo size:
1.31" x .640"
Envelope
Size: 9.00" x 12.00" .875"

PO Box 0000, City, ST Postal Code, Country Type: 9 pt.
ADDRESS MUST BE ON ONE LINE
Colors: Address lines up

with bottom left
corner of logo
Black PMS 485

CMYK 0/97/100/0
Margin:
Top/Bottom .250"
Sides .375"
form number
Not shown actual size

Type: 6 pt.
Multipurpose address
label
Size: 4.50" x 3.25"
Logo size:
1.00" x .50"
Colors:
.810"
Black PMS 485

CMYK 0/97/100/0 PO Box 0000, City, ST Postal Code, Country Type: 8 pt.
ADDRESS MUST BE ON ONE LINE
Address lines up
with bottom left
corner of logo
Margin: .250"
form number

Type: 6 pt.
Email signature
The role of an email signature is comparable to a business card. It is often
used for retrieving contact details. In addition, the person who receives the
email should focus on the content of the email.
NOTE: With respect to design we have to take into account that the
software used for email differs per company and in personal settings.
This means that the message you are sending is often displayed in a
different way on the recipient’s computer. Therefore the email should be
plain text only (no logos, colors, pictures, etc.)
Signature contents
Name Arial, 10 pt., bold Jane Doe
Position Arial, 8 pt. Strategic Account Manager
Line of business (option) Arial, 8 pt. Enterprise Accounts
Legal entity Arial, 8 pt. Staples

Phone Arial, 8 pt. 000 000 0000
Mobile Arial, 8 pt. 000 000 0000
Web site Arial, 10 pt., bold www.lineofbusinesssitename.com
Legal closure Arial, 8 pt. Legal information here, if applicable.
Closing sentence (optional) Arial, 8 pt., italic Please join us in support of our environment and recycle all printed emails.
You can change your email signature through Tools/Options/Mail format.

Exterior signage
Creatively, the goal is to always keep the Staples logo at a 6˚ angle. Below are some examples of how best to handle this in existing signage. ®
More specific information to come.
T.a.v.: -- Datum: 03 november 2008 Logo: Ja TK / AW nr. : 08 - 357 pagina
E-mail: -- Project: Staples Versie: 01 01

-- Mobiel: -- Adres: Hoogoorddreef 62, Amsterdam
Deze presentatie is een impressie van de situatie, hieraan kunnen dan ook geen rechten en/of afmetingen worden ontleend
© 2008 Haaxman Lichtreclame BV
NIEUWE SITUATIE DAG
Communicatieweg 2 - 3641 SE Mijdrecht

Tel.: +31 (0)297 38 33 44 - Fax: +31 (0)297 38 33 45
E-mail: lictreclame@haaxman.com - www haaxman.com
Shipping boxes
The Staples logo is always prominently displayed on our shipping boxes.
• The Staples logo is centered and sized to 20% of the printing area.
• The logo is printed on two sides of the box. On rectangular-shaped boxes,
the logos are always placed on the two longer sides.
• Logo is always printed PMS 485.
• On standard brown corrugated cardboard, the background shows
through the word “Staples.”
• Recycled content/recycling messaging should always be printed on
the bottom of the box. It is recommended to use PMS 485 to keep
costs down.
• Logo is always at 6˚.
Staples Advantage Messaging
®
Staples Advantage Messaging 33
Staples Advantage brand positioning ®
It’s a personal commitment to going above and beyond what’s expected:

Putting the brand into words

The Staples personality shines through in two ways: what we say
®
(messaging) and how we say it (voice). Both are modulated depending on

who we are talking to (i.e., decision makers, gatekeepers or end users).
Our messaging strategy will show you how to bring the Brand Promise to
life. Our voice ensures that no matter what we say, it will sound as if it’s
coming from Staples. And our knowledge of the different target audiences
within Staples will help you to modulate voice and shift tone, depending on
your audience and subject matter.
catalog cover sell sheet
Just remember to:

1. Keep in mind who you’re talking to.
2. Make communications easy to understand.
3. Communicate the message.
capability brochure
Keep in mind who you’re talking to

In the Staples Advantage business, there are several distinct audiences. End users
Voice and messaging should be modulated accordingly. An end user is anyone who works for a company with a Staples Advantage
Think for a minute. How would you address an organization’s receptionist program, particularly those who order office products and services. This
vs. their CEO? How would you word an email announcing a special offer person can also be a key influencer in the purchase of products or services.
on paper vs. Staples winning an environmental award? An end user could be:
Most messaging strategies divide our customers into three categories: • An office manager who can’t decide on their own to upgrade to color
printers, but can make a strong case (given the info we provide) to the
Decision makers person who does.
A decision maker has the final say on entrusting us with their business, • An administrative assistant who receives an email about an exciting new
expanding the scope of their program or purchasing particular products product.
and services. Depending on the size of the organization, this could be:
• Anyone in the company who might be informed about a change that
• The president, CEO or CFO. affects them or a new service that we provide. This could include a box
• The procurement manager or an office manager that handles stuffer that asks customers to consolidate orders to reduce fuel usage,
procurement. or an email about a corporate decision to switch to recycled paper.
• A specialized decision maker responsible for a specific category Staples Advantage personas
(technology, printing, facilities, promotional products, etc.).
For a detailed look at our brand personas and why we use them,
Gatekeepers see pages 36–51.
A gatekeeper is the point of contact that our information or message must
pass through in order to reach a decision maker. This person could be:
• A procurement manager or influencer of the decision who is
recommending the Staples program for their organization, and is provided
®
with corporate background and program information to gain approval from

higher management.
• An office products procurement manager who receives a brochure
about technology, printing or furniture capabilities from their existing
Staples Account Manager and is asked to pass the information on.
• A receptionist who chooses to pass on material, for example a dimensional
direct mail piece left by a representative.
Communicate the message

There are three key ways to do this depending on the depth of communication.
catalog cover advertisement sell sheet
Quick scan More detailed Deep dive

Just the basic information. Provides a higher level of information. When you need to explain
a lot of information.
Ideal for: Ideal for:
• Covers • Ads Ideal for:
• Direct mail • “Ad-like objects” e.g., front page • Catalog institutional pages
• Emails that link to another source of 2-sided promotional sell sheets • Sell sheets
for more detailed information • Invitations • User guides
• Signage • Inside spreads of brochures
Staples Advantage Brand Personas
®
Staples Advantage Personas 37
What is a brand persona?

Staples Contract Brand Pe
A fictitious character that provides a deeper understanding
of customers and prospects.
Characteristics include:
• Demographics
• Attitudes
• Behaviors (browsing, ordering, etc.)
We are at a point where using targets like "customer", Diane Rob
"prospect" and "end-user" is not enough. Decision Maker Recommender
Why use personas? Staples Contract Brand“IPersonas

depend heavily on my “Ultimately vendor “I u
team to research all the expertise is most und
Personas can help us: options, negotiate the important, but building ind
• Develop and focus strategies prices and tee it all up a strong relationship ma
• Better determine vehicles for reaching our audience for me.” will go a long way in get
• Talk to our target in a more meaningful way my recommendation.” a ve
• Find a deeper "what's in it for me?“
Organization sizes:
Diane
Important: A persona is just one tool (of many) that helps
us to be better marketers. Rob Brand
Enterprise, Mid-Size, Small
Eric Personas
Organization size:
Carla
Enterprise
Org
Ente
Decision Maker Recommender Key points for Diane:
Expert Conductor
• Makes decisions based on Key points for Rob: Key
her vision for the company • Drives the internal dialog • Re
“I depend heavily on my “Ultimately vendor “Iand
use themy deep
recommendations “Iformonitor the at his
vendor selection “Ine
g
Personas team to research all the expertise is most of her team
understanding of my company’s
organization spend on the
so
options, negotiate the important, but building industry to filterthat
• Wants a program outpro-
the •supplies.
Can be theMy mantra
catalyst for, oris sp
offi
vides overall‘noise’
value, savings, LO
prices and tee it all up a strong relationship marketing and “stay on contract.”
the executor of, any vendor the
ease of implementation and changes (includes LOBs) • Ha
for me.” will go a long way in get at the core
compliance, of
and potential the
my recommendation.” a for
vendor’s benefits.”
global service •Organization
Appreciates a team sizes:
that Org
Organization sizes: understands
Enterprise his industry,
(potentially mid-size) • Se
Ente
• Appreciates a strong is easy to work with and inf
Enterprise, Mid-Size, Small Organization size: Organization sizes:
Eric Carla Paula Ryan Jackie
executive summary that is willing to go the extra mile ve
Enterprise Enterprise, Mid-Size,
clear, concise Small
and contains Key points
to meet for Carla:
his needs Key
Expert Key points for Diane:
Conductor Provider
essential facts and data
Requester
• Main goals are to be
of strong
all trades
•• Wa
Re
• Looks for
proactive, keep upcontent
on ourand su
bu
• Makes decisions based on Key points for Rob: Key points
• 49 years old,for
EVPEric:
at her
her vision for the company high-quality
offering, andcollateral, such as
stay on budget for
he
• Drives the internal dialog • Responsible for identifying
company, extremely busy customer case studies and inf
im
“I use my deep “Iand the recommendations
monitor the “Iforguess
vendor you’d call
selection me
at his “Ineeds
just
and need
and some
evaluating
passionate aboutvendor • Willmy
“It’s consider
job to
testimonials
us for otherour
track
of her team
Staples Advantage® Brand Personas – Diane 38
Diane Decision Maker

Organization sizes: Enterprise, Mid-Size, Small
Ordering method: Admin.
Diane makes the final decision based on the recommendations of her team.
“I depend heavily on my team to research all the options, negotiate the prices and tee it all up for me.
My main request is the executive summary, because I don’t have the time, or the desire, to focus on the details.”
Opportunities for Staples Diane is:

Behavioral opportunity — Diane has the A strong delegator — “I focus on the big Multifaceted — “I wear several hats. My
final say behind any vendor changes at her picture and depend on my team to run the concerns run the spectrum of important
company. day-to-day.” 38 day-to-day business functions, in addition
If our marketing and advertising efforts Any communications that make their to the development of external relationships
cannot only convince Diane’s direct reports way to Diane must be clear, concise and and keeping my own customers happy.”
to consider us, but also help them build a contain essential facts and data that help We should respect Diane’s importance, but
strong executive summary, Diane is more her understand how the rewards of signing more importantly, our place in Diane’s priority
likely to consider going with us. with Staples outweigh the risks. list. Understanding the fact that we are “one
Business opportunity — Diane’s main Extremely busy — “I’m typically traveling of many” might positively affect, and take
goals are to support key stakeholders, meet or in meetings. I depend on email, my some of the stress off of, our approach.
key performance indicators and keep the BlackBerry and my assistant to stay
®
business running smoothly. connected.”

We must prove how our offering provides Whenever possible, we should find ways of
overall value, savings, ease of implementation making Diane’s decision-making process
and compliance, and potential for global easier by providing easy-to-scan information
service in order to align with Diane’s along with an extremely high level of service.
overarching goals.
Branding opportunity — Diane has a
long-term business vision for her company.
In order to ultimately convince Diane to go
with us in all LOBs, we must demonstrate how
Staples Advantage can support her vision.
®
Staples Advantage Brand Personas – Diane(cont.) 39
Diane Decision Maker (cont.)

Diane would describe herself as: Diane appreciates: A little bit about Diane’s
Trusting — Diane has an “inner circle” that • Efficiency. personal life.
she relies on for every detail in order to make
• Vendors that can help her attain her Diane is 49 years old and earns $280,000+ per
her final decision. She believes in their abilities
ambitious vision. year as an EVP at her company. Her undergrad
and their recommendations. Diane truly feels
and MBA are both Ivy League and she’s been with
that she will make the right decision because • A credible executive summary that
the company for 18 years. Diane is happily married
she “is surrounded by greatness.” After all, provides just the right amount of detail
and has an 11-year-old daughter and a 9-year-old
she hired them. and is easy to get through.
son, but struggles with the work-life balance thing.
In it for the long haul — Diane is integral to • People who appreciate her position. Somehow she manages to keep it together. Diane
the success of her company. She has worked • People who understand how important is well connected and attends exclusive community
very hard and dedicated her life to her career her company is. and business events, but would rather be in bed
and she definitely sees herself retiring from the reading a good book.
company. This is why it’s so important for her
to make the best decisions when it comes to
vendor relationships.
Important to her company — Diane is the
final decision maker. She is responsible for
weighing the upside and downside of any
potential solution and is the last say in the
vendor selection process.
Staples Advantage® Brand Personas – Rob 40
Rob Recommender
Organization size: Enterprise
Ordering method: Online
Rob facilitates the vendor selection process by finding prospective suppliers and making recommendations to management.
There is a great deal of pressure on Rob to make the right recommendation and he wants to feel 100% confident in his decisions.
“When I work with a vendor during the selection process, I need to be armed with every detail and data point, but I also need
someone who is dependable and easy to work with. Ultimately vendor expertise is most important, but building a strong
relationship will go a long way in my recommendation.”
Opportunities for Staples Rob is:

Behavioral opportunity — Rob can be the Risk averse — “Ultimately it’s my name on Extremely busy — “I live on my BlackBerry.
catalyst for, or the executor of, any vendor the recommendation.” It seems like I’m constantly emailing or on
changes at his company. It’s up to us to prove how the benefits of our conference calls.”
In order for Rob to consider going with us, our services outweigh any risks associated with Whenever possible, we should find ways
marketing and advertising efforts must show finances or our offering in general. of making Rob’s vendor selection process
clear differentiators and benefits to Staples easier by providing better information or a
Detail oriented — “It’s a lot of work to
Advantage .®
higher level of service.
make a case for a new vendor. Gathering
Business opportunity — Rob is responsible reports, mapping it to the vendor’s reports Price conscious — “I pay close attention
for procurement across multiple departments, and presenting the results to the team to price because that’s what my boss is
possibly on a global scale. and my boss.” looking at. Still when all is said and done,
We might get Rob to consider and It’s up to us to present information that not soft benefits that add up to savings, like
recommend Staples for other LOBs, but only speaks Rob’s language, but also is in ease of implementation and training for
we must ultimately demonstrate our exper- line with his process. He will appreciate the end users, are important too.”
tise by proving that we’re credible, using fact that we know his business and are there As much as possible, we should find ways
collateral such as customer case studies to help him handle the little details. to show hard-dollar savings, but also play
and testimonials. up soft-dollar savings even more than
Branding opportunity — Rob is focused on we traditionally have. Should find ways to
the business needs of the future. show hard-dollar savings, but also play up
soft-dollar savings even more than we
If we have early success developing Rob’s traditionally have.
brand affinity toward us through strong con-
tent and high-quality marketing materials,
he will be more likely to show loyalty to us
over the long term and, more importantly,
consider other LOBs.
Staples Advantage Brand Personas – Rob(cont.) 41
Rob Recommender (cont.)

Rob would describe himself as: Rob appreciates: A little bit about Rob’s personal life.
Expert in his field — Rob pays close • A team that has an understanding of his Rob is 45 years old and earns $150,000 per year
attention to market trends through industry industry, is easy to work with and willing to as a director at his company. He graduated from
publications, the Web and conferences. go the extra mile to meet his needs. an Ivy League school and has been with his
He’s in the know and always on the look- company for 12 years. Rob fits more in his day
• Vendors that don’t just understand his
out for new ways to save his company than most could manage in a week, including
company’s objectives, but also help him
time and money. cardio. He’s married, has two children and drives
meet them.
Loyal to his employer — Rob wants to a Volvo S80 for its safety, reliability and style, but
• The right amount of information delivered mostly for its safety.
be directly involved in the success of his
at the right time, in the right format.
employer, and not just to impress his boss.
Rob sees himself at his company for the • People who appreciate his time.
long term and looks for vendor relationships • People who understand his level of
that will last. influence at a company.
Important to his company — Rob is the
driver of the internal dialogue during the
vendor selection process. He is responsi-
ble for conveying the upside and downside
of any potential solution and is a central
voice in the final recommendation.
Staples Advantage® Brand Personas – Eric 42
Eric Expert
Eric is responsible for identifying needs and evaluating vendor solutions as it applies to his specific group (IT, furniture or facilities).
“After years of working “in the trenches,” I possess a deep understanding of my industry. It is my responsibility to conduct research
and filter out the marketing ‘noise’ in order to get at the core understanding of the vendor’s benefits.”
Opportunities for Staples Eric is:

Behavioral opportunity — Eric seeks Highly specialized — “I have expertise in a Skeptical — “After I conduct research into
“robust and accurate” information that specific domain (IT, furniture or facilities) and vendors, I filter out the marketing noise to
facilitates vendor decision making. He turns am able to provide knowledge of industry convey a core understanding of the vendor’s
to sources like trusted colleagues, online benchmarks and insight from previous work benefits.”
communities and research sites. experience.”
Our collateral directed at Eric must
If our marketing and advertising efforts are Eric can see through the fluff. It’s okay contain content that is relevant and useful
highly relevant, and offer compelling content, Eric to be conceptual, but it’s up to us to in his decision-making process. It can be
will feel more comfortable recommending us. provide information that is either in line presented in the Staples voice, but it should
Business opportunity — Eric is the central with his expectations or in some way gives be clear and direct.
voice in the decision-making process for his LOB. him some newfound knowledge.
Eric will consider Staples for his LOB only if Driven — “I care about the success of
we present a credible message that is empathetic my team, and at the same time, I want to
to his challenges and recognizes his position demonstrate my business savvy.”
without a lot of marketing noise. Eric rejects In certain cases (sell sheets, prospecting
style without substance. pieces), we should provide as much
Branding opportunity — Eric is looking for compelling and relevant information about
information that makes him look “smart and the LOB as possible. It might also help
business savvy.” to let Eric know how our offering can
contribute to the success of his team
It’s great to provide high-quality, high-concept and ultimately his own.
marketing materials, but they must contain
valuable content that is often found in white
papers and case studies. If we accomplish
both, Eric is very likely to consider us for the
future needs of his LOB.
Staples Advantage Brand Personas – Eric(cont.) 43
Eric Expert (cont.)

Eric would describe himself as: Eric appreciates: A little bit about Eric’s personal life.
Team oriented — Eric feels as though he • A team that has an understanding of Eric is 36 years old, is a senior manager on his
represents the in-the-trenches view of the his group’s specific needs and is easy team, and earns $85,000. He’s been with the
current situation and wants to be spoken to to work with. company for four years, has a master’s degree
in terms of his team. and loves to be in the know. He subscribes to
• New and relevant industry information
Perceptive — Eric has a deep understanding that can help him find the right vendor. Consumer Reports and Architectural Digest, loves
of his business unit and has “seen it all.” CNET and is an early adopter, of everything! After
• Highly detailed collateral without a lot of all, his last name is “Expert.” Eric lives with his
He is on the lookout for rich, valuable and
“marketing fluff.” girlfriend in the city, loves sushi and drives a Prius
differentiating information that will help him
find the best vendor for his department. • People who appreciate his team and his because, after tons of research, that’s the smartest
role within his department. car to drive.
Influential — Eric gathers and dissects all
the data that goes into vendor selection, • People who understand his level of
therefore he can control what is presented influence in his department.
throughout the process. This control gives
him strong influence over the final decision.
Staples Advantage® Brand Personas – Carla 44
Carla Conductor
Organization size: Enterprise (potentially mid-size)
Ordering method: Admin.
Carla keeps the program on budget and running efficiently. It’s her job to approve orders and add users to the system.
She also gets involved in negotiating the contract.
“I monitor the company’s spend on supplies. My mantra is ‘stay on contract.’ ”
Opportunities for Staples Carla is:

Behavioral opportunity — Carla is in close Cost conscious — “My main focus is to Influential — “My boss makes the final
contact with her boss and gives regular keep the program on budget and running decisions that affect the vendor relationship,
updates on how the program is tracking. efficiently.” but he trusts and values my opinion.”
Carla is likely to speak favorably of our As much as possible, we should find ways Carla is highly analytical so it’s up to us
program if our business reviews and to show hard-dollar savings (promotions, to provide her with valuable tools and
collateral provide proof points about the offers, etc.), but also explain the ultimate resources that give her important details
value of Staples Advantage. ®
benefits of the soft-dollar savings we and compelling data points. Building her
Business opportunity — Carla is focused provide even more than we traditionally awareness of our offerings will keep them
on the bottom line, so appealing to her sense have. top of mind for when the opportunity comes
of value and efficiency is critical. Proactive — “I anticipate program issues along to discuss with her high-er-ups.
Carla’s confidence in our ability to deliver and act before they become larger
on our promises is critical. If we can provide problems. I research products to add to
sound reasoning for products and services the program and create custom lists.”
across a range of LOBs that will help Carla Carla could be influenced by knowing
with her budgetary concerns, she is very likely about the strong reputation of our customer
to consider and recommend us. service team. Our reps could be a good
Branding opportunity — Carla’s main complement to her proactive style.
goals are to be proactive, keep up on our
offering, and stay on budget.
If we can provide Carla with timely infor-
mation on how successful our program is
on these three levels, perhaps through a
newsletter or some already-established
collateral, she will be more likely to show
loyalty to us over the long term.
Staples Advantage Brand Personas – Carla(cont.) 45
Carla Conductor (cont.)

Carla would describe herself as: Carla appreciates: A little bit about Carla’s
Intelligent — Carla handles the negotiations • A team that has an understanding of her personal life.
and day-to-day decisions because she’s so department, is easy to work with and Carla is 40 years old and earns $85,000 per year
on top of her business. She understands able to provide valuable information. as a senior manager at her company. She is mar-
every angle, is highly analytical and appreciates ried, has no children, no pets and her apartment
• Tools and services that reduce her time
others who think the way she does. is immaculate — lots of glass, designer furniture
and that of any associates completing
Logical — In business, things are pretty simple robotic tasks. and white walls. Carla is very active outside of
cut and dry and there is usually a right and work. She takes gourmet cooking classes for fun
• Detailed collateral that’s easy to get
wrong answer. In terms of her interaction and competes in triathlons.
through.
with contract, if you’re not purchasing on
contract, you’re doing it wrong. • Programs and solutions that get her
below budget.
Important to her company — Carla makes
the day-to-day decisions on ordering and • People who understand, or at least
handles ongoing negotiations for new appreciate, the minutiae of her day-to-day.
products and services. She is responsible for
understanding every fact and figure and will
look good if she is well informed.
Staples Advantage® Brand Personas – Paula 46
Paula Provider
Organization size: Enterprise (potentially mid-size)
Ordering method: Online/Rep
Paula keeps her department stocked and happy. She will stay on contract, as long as she can get products her colleagues
need and want.
“I guess you’d call me the mother hen of the office. I’m proud to be the go-to gal.”
Opportunities for Staples Paula is:

Behavioral opportunity — Paula wants to save Accommodating — “Above all, I want to Flexible — “I’m inventive and improvisa-
money and stay on contract, but deep down, looking keep my office happy even if it means going tional, I create my own tools and methods
out for her department is most important to her. This off contract.” (offline and online) for staying on top of
behavior aspect makes Paula averse to change. If we know exactly what Paula is looking for, or my work.”
We must always remind Paula of the savings we’re at least can point her in the right direction, Even with all of her experience in the field,
bringing her company, but communicating to her we can convince her that she can satisfy both Paula is constantly looking to improve. By
that we have the products her people need and of her needs. recognizing how dynamic she is, we can
want might be a more effective way of keeping her Highly organized — “I prioritize and field influence her behavior when discussing
on contract. Additionally, when we are presenting questions and requests with systematic issues such as compliance or some new
Paula with any sort of change, such as a product precision. I use the site daily to find products, facet of the program. Conversely, we might
transition, it’s important to provide a high level of consolidate requests, place orders, track the even be able to learn and improve some
attention to ensure strong compliance. status of orders and sometimes return items.” of our customer-facing processes and
Business opportunity — We are top of mind with functionality through some simple interaction
We can help Paula by reminding her of all with Paula.
Paula. She is a frequent browser, always looking for our benefits and online tools as well as
new ways to make her team happy. making special announcements directly to
If we offer Paula cost-effective product alternatives, her when we launch new ones.
along with special offers and up-sell opportunities,
she may be willing to try them if we can convince her
that it’s the right thing to do for her group.
Branding opportunity — Paula’s main concern is
keeping her office happy.
Playing to Paula’s emotional side with the fact
that we make it easy to keep “a happy department”
will increase her affinity for our program and the
Staples brand.
®
Staples Advantage Brand Personas – Paula(cont.) 47
Paula Provider (cont.)

Paula would describe herself as: Paula appreciates: A little bit about Paula’s
Resourceful — Paula is always finding • When it’s easy to find the products that personal life.
new ways to stay organized and on top of her department needs and wants. Paula is 58 years old and earns $62,000 per year.
requests while staying within the limits of her
• Things that make getting what she She’s been with the company since it started more
company’s program.
needs and staying organized, easier. than 20 years ago. Paula is married to a retired,
Irreplaceable — Without Paula’s complex career military man and is approaching retirement
• Easy-to-use collateral and shopping
system of organization and constant attention herself. She has two daughters, both of whom
tools that help her find the best deals
to the department, there would be chaos. have graduated college and are pursuing their
and stay on top of her budget.
Nurturing — Paula’s biggest concern is careers. Paula and her husband enjoy sightseeing
• People who appreciate how attentive road trips in their RV.
keeping her department happy. Because
she is to their needs.
when they’re happy, she’s happy.
• People who understand how innovative
she is in what she does.
Staples Advantage® Brand Personas – Ryan 48
Ryan Requester
Ryan is focused solely on the specific projects he’s managing and the clients he deals with every day. In other words,
his nose is constantly to the grindstone.
“I request specific supplies to get my work done and I expect to get them without surprises.”
Opportunities for Staples Ryan is:

Behavioral opportunity — Ryan orders Low maintenance — “I just need some Disengaged — “I try to be proactive and
regularly, but he’s not always in line with his supplies for my desk and client meetings. stay on program with my orders, but that’s
company’s program because of his concerns Nothing too complicated.” not always possible. When my requests
of getting exactly what he needs to do his job. Our program should account for Ryan’s aren’t met I really don’t understand it. I wish
If we can clearly explain to Ryan the benefits needs, and when we communicate with someone would explain why it’s such a big
to him and his company of ordering on con- him we should reassure him that it does by deal to order one product versus another.”
tract, and show him that we have the prod- showing him relevant products and content. Compliance can be a big issue with Ryan.
ucts he needs, he is very likely to comply. Impressionable — “I don’t always know It’s our job to clearly convey the “what’s
Business opportunity — Ryan refers to a exactly what I want, so I browse.” in it for me” to him. Motivators could be that
catalog or browses the site to find what he similar products perform just as well or bet-
If the collateral we produce for Ryan is ter or simply that his company signed up for
needs. easy to scan, yet relevant and compelling these products.
If we can provide Ryan with cross-sell/ in terms of the product offering, he is much
up-sell recommendations that align with more likely to experiment a little more when it
his business needs, he will strongly comes to cross-sell/up-sell opportunities.
consider them.
Branding opportunity — Ryan only thinks
about us if something doesn’t go well with his
ordering experience.
Success with Ryan can be achieved
through clear, compelling communications
that give a good reason “why” and align
with his concerns (getting his job done, the
right products for him, etc.).
Staples Advantage Brand Personas – Ryan(cont.) 49
Ryan Requester (cont.)

Ryan would describe himself as: Ryan appreciates: A little bit about Ryan’s
Hardworking — Ryan doesn’t put a lot of • When his order goes according to plan personal life.
thought into much other than the massive (easy, on-time delivery, etc.). Ryan is 27 years old and earns $53,000 per year.
amount of work in front of him at any given
• Collateral that’s easy to get through, with Ryan works for the weekends, but always gives
moment. He wants the tools he needs to get
“what’s-in-it-for-me” content. his all during the week. He likes his job, but has
through it so he can get into the next project.
no long-term plans either way. Ryan loves fantasy
• People who appreciate his work ethic.
Can-do — Ryan has tons of energy, is highly sports, microbrews, and every payday he goes
competent and will take on any assignment. • A low level of effort when it comes to out for lunch with his buddies.
This is one reason his ordering habits are not ordering supplies.
always proactive and sometimes off contract. • When people take the time to explain
Highly motivated — Ryan is driven to things to him.
succeed even if he’s not 100% sure of what
it is he wants to succeed at. There is a
great deal of long-term potential with Ryan
that we can start to cultivate now through
our promotional and branding interactions
with him.
Staples Advantage® Brand Personas – Jackie 50
Jackie of all Trades

Organization size: Small (possibly enterprise or mid-size)
Jackie keeps the office stocked, is price conscious when ordering, and is the main procurement contact.
She could be located in a satellite office for an enterprise company supporting groups in the field.
“It’s my job to keep the office running smoothly and to find the best value on the products I buy for our group.”
Opportunities for Staples Jackie is:

Behavioral opportunity — Jackie is Highly engaged — “I’m on the site daily, An advocate — I make most decisions,
hard-wired to search for ways to save time finding and purchasing items, tracking down giving my boss final say of course. He
and money. orders, and every month or so, tracking our usually doesn’t get involved unless it’s for
If we can truly demonstrate how we make spend. I’m also in close contact with my rep something out of the ordinary — like a
it easy and how we provide value, Jackie is about products and our program.” printer. It was my idea to go with Staples.”
very likely to continually order from Staples. Jackie can be a true advocate for Staples if Jackie is a high-touch customer with a
Business opportunity — Jackie is a we convince her of how easy it is to manage great deal of influence in every area of
frequent purchaser and a program and make the most of her program. This can our business. It’s up to us to make her a
influencer. be done in our end user communications. highly satisfied “5 customer,” and keep her
Well organized — “It’s my job to keep the there. It would be wise to remind her of her
We can drive deeper engagement and importance to us from time to time.
sales with Jackie if we find ways to provide office running smoothly. I track our budget,
her with more relevant and personalized compare prices, and on top of all that, I
communications (i.e., product recommen- make sure the supplies are always stocked,
dations of value triggered by ordering or the copiers have paper and there’s always
browsing habits). candy in the reception area.”
Branding opportunity — Jackie wants We can help Jackie with her day-to-day by
to feel confident in her choice and that proving that her Staples program eliminates
she’s getting the best value on the products the need to compare prices. It would also be
she buys. beneficial to send collateral that recognizes
her spending habits and promote cross-sell/
When talking to Jackie, it’s important to up-sell opportunities.
constantly offer proof of how we provide
value and make it easy. If we succeed,
Jackie will show affiliation toward our brand
over the long term.
Staples Advantage Brand Personas – Jackie(cont.) 51
Jackie of all Trades (cont.)

Jackie would describe herself as: Jackie appreciates: A little bit about Jackie’s
Resourceful — Jackie is always looking for • Product information that is easy to find, personal life.
ways to save money — like special deals or clear and consistent. Jackie is 32 years old and earns $48,000 per
through order consolidation.
• Proof that she’s getting good value. year as an admin. at her company. She’s been
Integral — Jackie makes it possible for married for five years to Chuck, a high school
• Ideas that will help her directly or that
everyone to do their job. English teacher. Jackie has a 3-year-old daughter
she can pass along to other groups.
Hardworking — Jackie’s role is hard to define and two cats. She loves her job, but she doesn’t
• Easy-to-use collateral and shopping
as “she wears many hats.” She’s the admin., live for it. She has the occasional girls’ night out,
tools that help her find the best deals
procurement contact and all-around help desk. but spends weekends with her family who all live
and stay on top of her budget.
within 45 minutes of each other. When she’s not
• People who appreciate how hard she
with family she’s working in her yard or on her
works.
home (painting, decorating, etc.).
• People who understand how important
she is to her department.
Staples Advantage Visual Identity
®
Staples Advantage Visual Identity 53
Staples Advantage logo ®
Always use the default (horizontal) logo. If space is limited, use the secondary (stacked) logo.
primary logo secondary logo dual logo (to be used judiciously on

materials targeted to existing Corporate
Express customers until 12/31/09)
Logo colors
References to “Staples Advantage ” in copy ®
The first time that “Staples Advantage” is used on the page, it should have the
registered trademark (®) after the word “Advantage.”
Please note: trademark usage as noted in these guidelines is appropriate for
the U.S. and may not be appropriate for other countries. Please check with the
legal advisor for your country.
CMYK: 0/97/100/0 CMYK: 0/0/0/100
PMS: 485 PMS: Proc. Black
RGB: 204/0/0 RGB: 0/0/0
HEX: CC0000 HEX: 000000
Minimum logo size and clear space

x
x
logo height
.50" wide
x
online: 35 pixels wide
“X” height of clear space is required around all sides of the logo
The smallest permitted size for the logo is based on the Staples “Brick”
being .50" wide. The word “Advantage” is always scaled proportionally,
as shown.
If the logo must be used in a space that cannot accommodate a minimum
.50" wide size, then use the type-only treatment shown below:
Staples Advantage
Using the logo on colored backgrounds
Use the logo with black letters on

light-colored backgrounds.
Use the logo with white letters on

dark-colored backgrounds.
EXCEPTIONS:
Use logo with the white stroke
around “The Brick” when it is placed
on a PMS 485 or 239 background,
or on a similarly colored background
where a nonstroked logo would get
lost or visually vibrate.
NOTE: On a 1.97" x .96" logo,
the stroke is 1 pt. The stroke scales
proportionally to the logo.
B&W LOGO:
When placing the B&W logo on
a black background, use the logo
with the white stroke.
Logo don’ts
DO NOT change the angle

of the logo (“The Brick”) from
the standard 6˚.
DO NOT crop, distort or skew

the logo or type in any way.
DO NOT alter the size relationship

between “The Brick” and the type.
Advantage DO NOT alter the spacing

of the type.
for the best deals!

DO NOT use the logo
in a sentence. DO NOT alter the color of the
logo or the type.
Logo don’ts
DO NOT overlap the logo with

typography, graphics or photos.
Follow the clear space guidelines DO NOT reverse the logo.
Huge Savings! on page 42.
DO NOT place objects on the logo.

DO NOT remove the Staples
name from the rectangle.
DO NOT change the typeface. DO NOT insert copy

inside the logo.
Advantage
The Staples Advantage identity and its lines of business.

To truly deliver on the promise of going above and beyond for our customers we deliver a full range of business solutions. These solutions represent each
line of business (LOB) and fall under our overarching Staples Advantage brand.
When we're creating an overarching piece that speaks to our entire offering or a piece about general office products, we use the Staples Advantage logo.
When we're creating collateral that focuses on a particular line of business we use the specific LOB logo.
primary logo primary logo primary logo
Our logo speaks to small and mid-sized Our team of highly specialized experts As one of the top manufacturing document
businesses of over 20 employees up to and works with customers to offer a full range providers in the industry, we utilize our state-
including Fortune 1000 companies and of facilities solutions. of-the-art technology to provide a full
represents a single source for every business range of offerings.
need. It is the overarching logo for office
products and all our other lines of business. Business offerings: Business offerings:
• Cleaning chemical systems and • Digital copy and print services
Business offerings: equipment • Document and print management
• Office Products • Maintenance products and equipment • Customizable print capabilities
• Staples Technology Solutions • Safety, first aid and health and wellness • Labels
• Staples Facility Solutions products
• Business Interiors by Staples • Environmentally-preferable solutions
• Staples Print Solutions • Breakroom, cafeteria and janitorial
• Staples Promotional Products supplies
secondary logo secondary logo secondary logo

primary logo primary logo primary logo
As one of the largest global providers of As an industry-leading provider of IT Our furniture consultants provide a total
corporate-branded promotional products, essentials, we offer customized, scalable solution from space planning and design
our experts offer high-quality, value and solutions to mid-sized companies and services to installation and ongoing
fast turnaround. global corporations. support.
Business offerings: Business offerings: Business offerings:

• More than 700,000 products • Everyday technology needs • Dedicated, specialized sales team
• Special orders • Printing, data center, and networking • Providing leading lines of contract furniture
• Customized, managed programs services • Single source national supplier vs. local
• Consolidated ordering and invoicing • Industrial, medical and other large-scale distribution
applications
• Largest seller of data media See page 44 for detailed guidelines
secondary logo secondary logo

Minimum logo size and clear space for all Line of Business logos
Horizontal orientation
x
x
logo height
.50" wide
x
online: 35 pixels wide
The smallest permitted size for the logo is based on the Staples “Brick” Vertical orientation
being .50" wide. The word group “Technology Solutions” is always
scaled proportionally, as shown. x
If the logo must be used in a space that cannot accommodate a mini-
mum .50" wide size, then use the type-only treatment shown below:
x logo height
Staples Technology Solutions ™
x
Business Interiors by Staples Visual Identity Standards

®
x
Vertical orientation
logo height
.50" wide
online: 35 pixels wide x
The smallest permitted size for the logo is based on the Business Interiors “X” height of clear space is required around all sides of the logo
logo mark being .50" wide. The word group “Business Interiors by Staples” (“X” height is height of the lowercase letters in the business interiors logo.)
is always scaled proportionally, as shown.
If the logo must be used in a space that cannot accommodate a minimum
.50" wide size, then use the type-only treatment shown below:
Business Interiors by Staples Color palette:
CMYK 40/20/24/0 CMYK 19/75/94/7 CMYK 16/33/85/1 CMYK 27/38/71/8 CMYK 53/29/80/15 CMYK 29/17/62/8 CMYK 32/32/35/0
RGB 156/180/184 RGB 193/92/47 RGB 215/168/70 RGB 179/146/92 RGB 119/137/80 RGB 175/177/116 RGB 178/165/157
Primary colors
Introducing the “split” system

The “split” system gives Staples a unique visual look that distinguishes us
from our competitors and other divisions within Staples.
The rationale behind the “split”

The “split” reminds us of the degree to which we need to emphasise
the messaging.
In an attempt to be mindful of our customers’ time and attention,
the 60/40 split works to offer a concise message with an arresting image
that engages, captivates and connects us with our customers.
When the weight of a message is placed upon the imagery, 60%
of the page is dedicated to visual representation while 40% is dedicated
to copy. Conversely, 60% of the page can be dedicated to copy when
the need for educating and informing our customers is crucial, leaving
40% to visual representation.
catalog cover
Writing to the “split”

The “split” is designed to reflect our easy brand, showcase our voice
and make communication easier. In its most basic form, such as catalog
covers, the “split” creates a clear hierarchy of messaging (primary,
secondary and tertiary). But in other communications, such as ads,
emails, brochures and multiple-page pieces, there is more flexibility in how
the headline split treatment (above and below the line) works together.
Headline fundamentals:
• The copy (above and below the line) should always feel like a
natural break, a pause between two thoughts.
• The subhead, below the line, should always complement or
“pay off” the headline above.
• The bold headline emphasizes the most important thought or benefit,
as determined by strategy.
advertisement
• Keep the headline short, four words or less. Of course, there are
exceptions and the system has been designed to be flexible.
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10 Tech Guide Prices valid 8/1–9/30/08. Order online at StaplesLink.com, call 1-877-826-7755 or contact your Account Manager.
® 11
brochure spread
Outlining descenders and kerning in headlines

Outlining the descenders ensures readability.
Kerning
When using the “split” system, brand colors may bleed into a solid white field. To ensure the legibility of
descenders when using reversed-out type, add a hairline outline of the brand color from above the split. Some typographic programs
When the above-split image is a photo, choose the color from the photo closest to the descender. provide an auto kerning feature.
Use the eyedropper tool to get an exact match. However, it is rarely a sufficient
alternative for manual kerning.
Please take the time to review
type and kern accordingly.
Enjoy. Enjoy. without kerning
Headline descender treatment on The same treatment, adapted for

Color closest to split is
eyedropped from hero image. Marketing
background image color that bleeds a photo image.
into white field.
with kerning
Marketing
Here’s how to create descenders in Adobe InDesign:
1. Select copy box.
2. In Edit menu, select “Step and Repeat.” Enter measurements as shown:
3. Select descender.
4. Apply brand color* to descender (use character style if desired).
*Brand color is the primary color or eyedrop color from hero image.
5. Repeat steps 3 – 4 until all descenders are selected.
6. Send selected text box to back.
7. Shift text box down and to right by 4/10 of a point (.4 pt. or .01").
Note: For smaller headlines, shift 2/10 of a point (.2 pt. or .005").
top
Using color
Monochromatic color saturation Creating the “split”
Color saturation of a single color is an integral part of our “split” design. Below are recommended
It should always feel rich and professional. The saturation of color, though percentages/techniques to create bottom
bold, needs to enhance imagery and emphasise messaging. the color split effectively. These
recommendations can be adjusted
Select a color for your layout that complements the photo at the top of to better fit your design.
the page and matches the brand color palette. Refer to the Templates
section (pages 53–65) for more detail. The “split” is created in Adobe
InDesign as shown. (e.g., PMS 2935)
PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259 PMS 2735 PMS 2935 PMS Proc Blue
TOP TOP 100% TOP 100% TOP 100% TOP 85% TOP 80% TOP 90% TOP 90%
100% PMS Yellow
BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM
BOTTOM 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with
100% of PMS 144 a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect
30% Opacity with
a Multiply Effect
NOTE: Not every layout

needs complete top/bottom
color saturation. Photos and
images at the top can be on
white backgrounds.
PMS 321 PMS 348 PMS 369 PMS 390 PMS 456 PMS 4635
Please see examples on
TOP 90% TOP 90% TOP 100% TOP 100% TOP 100% TOP 100%
BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM
pages 68–70.
60% Opacity with 100% Opacity with 100% Opacity with 100% Opacity with 60% Opacity with 60% Opacity with
a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect a Multiply Effect
Gradient technique Creating the gradient

When using flat color, designers are encouraged to use this technique The radial gradients are created
to enrich colors and create depth. It can be used below the split only or using 100% of the color on the
both above and below at the designer’s discretion, keeping the readability outer edge and 55% of the color
of copy in mind. in the center.
PMS Yellow PMS 123 PMS 144 PMS 239 PMS 259 55% 100%
PMS 2735 PMS 2935 PMS Proc Blue PMS 321 PMS 348
PMS 369 PMS 390 PMS 456 PMS 4635

Photography Visual winks

Tells a story without words.
Photos should focus on the
What makes photography “on brand”? main image and environment,
It shows an ordinary object in an unusual way. It tells our customers not a model. Avoid slapstick or
that we understand the challenges of their workday. Or it provides a sight gags.
visual “wink” to a straightforward headline.
Crisp photography and clean imagery are key communicators of our
visual identity and the humor and empathy our brand is known for.
Product imagery — Workstyle imagery —

iconic and modern professional and businesslike
Show customers that we
Show everyday office supplies in
understand their aspirations,
an unexpected or artful way.
challenges and daily life at work.
We have an elevated opinion of the
products we sell. Let it show.
This approach distinguishes us from
our competition and has become
strongly associated with Staples.
• Dynamic and unexpected angles
• Fun compositions
• Bright and colorful
Bringing it all together

1
Note all of the elements that contribute to the brand’s unique visual identity.
The architecture, the hierarchy of information, and how that information
communicates the Staples Advantage Brand Promise - in words and images.
®
1 Logo 7 Tertiary information

Position varies by communication vehicle. Location varies by communication
vehicle.
2 Hero imagery
Image can extend below the “split” and either 8 Call to action
on top of or screened behind the color. This is the ordering Web site.
3 Primary message/headline 9 Bottom section color story 2

Above the “split”; it’s important to rely on The bottom color matches elements in
the appropriate word(s) that can quickly engage the above photo.
an audience, ultimately provoking curiosity.
4 The preferred “split” is 60 / 40

The “split” between top and bottom
sections creates a strong, predictable position
for the headline. For example, on an 11" vertical 3
piece, the split will fall at 60%, or 6.625" (6 5/8")
from top of the page.
5 Secondary message/subhead 4
Aligns left below “split”, paying off the image or
headline above. 5
6 Product imagery (if needed)
The role of inset images is to complete the story 6
being told on the front cover.
7
8
catalog cover
Find this template on____________

Online
Staples Staplesadvantage.com 70
StaplesAdvantage.com will provide us with powerful new ways of speaking to our customers and prospects.
And while the website is new, it is still an extension of the overarching Staples Advantage brand.
These guidelines will provide you with a framework for using the branding elements that make up
StaplesAdvantage.com and its complements such as email and landing pages.
FPO site FPO EMAIL FPO landing

page
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cc0000 fff000 ffcc00 ff9600 ed0175 980e66 64128c 005ec2 0092db 007380 027902 6fab04 c7cd00 a48a00 955700 000000
cc0000 fff21c ffd11a ffa11a f71885 a41e73 7620a1 0666cc 009eed 008391 1c871c 7eb41e cdd21a ad961a a0681a 1a1a1a
cc0000 fff440 ffd633 ffab33 fc429f b12d81 8b2ebb 0d70d8 00a9ff 0093a3 359435 8cbc36 d2d733 b6a133 aa7933 333333
cc0000 fff54d ffdb4d ffb64d ff57ab bb428f 9d3fcf 177ce6 26b6ff 00a5b8 4ea14e 9ac450 d8dc4d bfad4d b58a4d 4d4d4d
cc0000 fff666 ffe066 ffc066 ff6bb5 cc53a0 b052e1 2c8aed 4dc3ff 15b5c8 67af67 a9cd68 dde166 c8b966 bf9a66 666666
cc0000 fff880 ffe680 ffcb80 ff81bf d66cb0 ba68eb 439bf8 78d2ff 41c5d5 81bc81 b7d582 e3e680 d2c580 caab80 808080
cc0000 fff999 feb99 ffd599 ff95ca e687c4 ce87f9 63afff 99ddff 6cd3df 9ac99a c5dd9b e9eb99 dbd099 d5bc99 999999
cc0000 fffbb3 fff0b3 ffe0b3 ffafd6 f1aad7 e1a6ff 90c5fe b2e5ff 94dee7 b4d7b4 d4e6b4 eef0b3 e4dcb3 dfcdb3 b3b3b3
cc0000 fffccc fff5cc ffeacc ffc8e3 f7bfe2 ebc2ff b4d8ff cceeff bbedf3 cce4cc e2eecd f4f5cc ede8cc eaddcc cccccc
cc0000 fffee6 fffae6 fff5e6 ffe5f2 ffdef4 f4dfff d5e9ff e3f6ff e0f6f9 e6f2e6 f1f7e6 fafae6 f6f4e6 f5efe6 e5e5e5
Website colors and gradations uses:
Logo/Brick Highlight color: header text, on-state Highlight color: header bar for callouts
006699
cc0000 0083c5
003a58
Background Navigation Buttons/call to action

efefef efefef Primary: an impactful color
ffffff cccccc e58700
b26900
Secondary: less prominence

808080
333333
Website patterns/textures: used as an overlay on gradients to give texture.
Used specifically on the following site elements:

Type:
Graphic typeface Point sizes:
Use Helvetical Neue (T1).
Headlines: Helvetica Neue 75 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ Headlines, 28-30 pts
Subheads: Helvetica Neue 65 Medium

Subheads 18-20 pts
Body copy: Helvetica Neue 45 Light

Body copy 12 pts:
HTML typeface category header: emphasis to message when

not in a content well:
Use Arial for HTML. If Arial is unavailable,
please use Verdana.
Headline: 30 pts
Arial Sub: 13 pts
ABCDEFGHIJKLMNOPQRSTUVWXYZ Headline: 30 pts
abcdefghijklmnopqrstuvwxyz 0123456789 when inside a content well: Intro caption to content below: 24 pts
Body copy: 12 pts
Arial Bold
Headline: 22 pts
Body copy: 12 pts
Buttons and Links:

The buttons and links on our site provide flexibility and allow us to effectively guide our users through the site and enhance the overall experience.
1. Buttons: used as the primary and secondary call to action. Consists of simple design, slight gradation, and rounded corner.
type edge font/size/ hover character
height spacing color color gradient state icon count
Primary: Used to highlight the

single most important button on cccccc
a page.
Helvetica e58700 webdings
Neue 75 99999 (4)
Style: rounded corners, centered type,
31 pixels 20 pixels orange 37
Bold 12 pt white
simple gradient 12 pt white b26900 text:
333333
Secondary: Used to help

delineate between unrelated
sections. cccccc
Helvetica 808080
Style: rounded corners, centered type, Neue 75 99999
simple gradient 25 pixels 20 pixels grey none 17
Bold
333333 text:
11 pt white
333333
Sentence case, unless it's a proper name.

Buttons and Links: continued
2. links:
character
font point size color hover state icon count
Primary link: Used to highlight

important links when buttons are underlined
not to be used. Helvetica
11 pt e58700 25
Neue 75 bold
Secondary link: used for.....

change
arial
12pt 666666 to e58700 none 37
regular
other links:
arial
takes you to a new page 12pt e58700 underlined 25
regular
opens a new browser window arial webdings 2

12pt e58700 underlined 25
regular 2 pt 14
arial webdings
12pt e58700 underlined 25
regular option c pt 14

Buttons and Links: continued
3. Misc. interactive elements: simple design rounded corners and simple gradients
type edge font/size/ pattern/ character
height spacing color color gradient texture icon count
Image call to action: Used to

notify users that an image is linked.
b26900 use over
left justified Arial 11 pt gradient
29 pixels orange none 25
10 pixels white (see pattern
e58700 pg xx)
Style: attached to bottom of image, left

justified, flat top, rounded bottom
number buttons: orange

Helvetica when on b26900
centered 12 Neue 75 activated
26 pixels none none na
pixels Bold page, grey
Style: anchored to bottom and side 12 pt white when on e58700
of module, exposed edge is rounded inactive
slightly
directional buttons:
e58700
Webdings
24 pixels centered 3, 10 pt orange none  na
white
Style: square box with rounded corners, b26900
slight dropshadow
downloadable:
003a58 use over
justified left Arial Bold gradient
43 pixels blue 25
15 pixels 14 pt white (see pattern
Style: rounded rectangle with an overlay 006699 pg xx)
of an icon 9px extrusion from top

Iconography
Our icons are designed to illustrate actions or some sort of service offering. They are meant to be simple and clearly communicate the idea.
The style is, knock out of white against a simple gradient or reverse of background color.
Informational - All icons when Download icon: used to highlight Tech briefs icon: used to highlight Customer quote: used to highlight
used overlaying buttons or head- downloadable action of pdf. section of page where you can sign section of page where you can read
ers get a dropshardow. They are up for monthly mailings. customer testimonials.
always white on an orange gradient
circle with a slight
dropshadow.
Contact Icons - icons used Email icon: informs user Live chat icon: informs user of Phone icon: Calls attention to
throughout site to inform user of of email function. Is white live chat functionality within contact phone number within contact us
ways to contact a StaplesAdvantage on dark grey gradient us content well. Is dark grey on light content well.
representative when inactive, when active grey when active. When inactive, Dropdown contact:
it is dark grey on light grey white on drak grey. used within dropdown
contact well.
Email icon: calls attention
to Staples Advantage Contact well: used in
address within content well. constant content well
Text Icons - icons used to support Dropdown icon: used to show more New window icon: used to show Download icon: used to show that
action of link when clicked on. content below will show up when that a new window will open when link when link is clicked a pdf will be
selected is clicked downloaded to your computer
Continue icon: used to show that

you will move from current page to a
new page to read more or learn more.
Navigation:
main: 63 pixels high

rounded corners above
and below mid line
1 top tab: Helv neue 1

75 bold 14 pt
selected 1a1a1a 2
unslected 666666
2 sub tab: Helv neue 3
65 medium 12 pt
unselected 1a1a1a 4
selected ffffff on darker
grey background
sub: HTML text category 5

navigation.
3 category header: Arial

bold 30 pt 333333
4 sub category: Arial
bold 13 pt 333333 when
highlighted 0083c5. Divider
is 13.2 webdings | 25 pixels
from text.
side: HTML text used when

a third navigation is needed
5 category header: Arial reg

12 pt 666666, when selected
0083c5. Divided by a 1 pixel
rule efefef, spaced 10 pixles
between.
Logo
StaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.
single logo usage: StaplesAdvantage is always constant on the top left corner of page.
size: 211 x 51 pixels

14 pixels indent and 11
pixels above navigation
double logo usage: StaplesAdvantage stays constant on the top left corner of page and the LOB logo sits right justified as a smaller
secondary logo. For the secondary logo, the length of the logo will effect placement of contact us. The distance between the staples
logo and contact us 6 is 41 pixels.
size: 168 x 40
aligned right with go
41 px button above.
52 pixels below mid
line of navigation.
contact us stays
41 pixels to the left.
size: 160 x 56
button above.
41 px 52 pixels below mid
line of navigation.
contact us stays
Logo continued
StaplesAdvantage is always most prominent and is always displayed in the upper left hand side of page.
size: 154 x 40
41 px
button above.
52 pixels below mid
line of navigation.
contact us stays
promotional products FPO size: 160 x 56

aligned left with go
button above.
52 pixels below mid
line of navigation.
contact us stays
print solutions FPO size: 160 x 56

aligned left with go
button above.
52 pixels below mid
line of navigation.
contact us stays
41 pixels to the left
Templates
Staples Templates 84
Catalogs
Catalog covers must be compelling enough to prompt a customer to
want to turn the page. Through the use of a thought-provoking headline
in conjunction with a subhead that finishes a thought, a story can be told 1
concisely. Much the same, these rules apply to how imagery is showcased.
The example shown here is based on Letter (8.5" x 11") format; 3-column grid
with .187" gutters; border margins are set to .375".
1 Logo placement 6 Product imagery

• Positioned .375" from top and left • Boxes align left with headline/subhead and
edges of page. reside .35" from the baseline of subhead.
• Width of “The Brick” is 1.375". • Mandatory four inset boxes are 1.00" x 1.00" with
.125" radius rounded corner and spaced 2
2 Top section/main image area .20". Boxes have a 1 pt. white stroke.
• Imagery is 60% of the layout. (8.5" x 6.625") • Background color inside box is derived from the
• The main imagery should be the hero or play bottom section color (with a tint range of 60%–100%).
supporting role to headline. • Product images should be silhouettes and can extend
• The imagery should be clean, uncluttered beyond the box frame.
and iconic when possible. • Apply drop shadows on inset images
• For proper style and usage of photography, (shadow formula: Mode: Multiply, Opacity: 65%,
please refer to page 50. X Offset: .01", Y Offset: .01", Size: .02").
7 Title (tertiary message) 3

3 Headline (primary message)
• Headline is flush left 3.0" from left edge. • Aligns left with headline.
• Message baselines on split. • Helvetica Neue 75 Bold, 20 pt. 4
• Helvetica Neue 75 Bold, • Bottom of text box starts .625" from bottom
should not exceed 72 pt. of inset boxes. 5
• Type color can either be black, white or
the same color as bottom section, 8 Call to action
depending on the image. • Helvetica Neue 75 Bold, 14 pt. 6
4 The preferred “split” is 60 / 40 9 Bottom section color story
• Image area takes up 60% of the layout, • Area is 40% of the layout.
bottom section color story and messaging (Example area is 8.25" x 4.375".) 7
take up remaining 40%. In this example, the split • Color is selected from our color palette (see page 15)
begins 6.625" from the top of the page. and matches elements in the above photo. 8
• Bottom section must have depth and variation. Use
5 Subhead (secondary message) color as a transparent veil over any descending images
9
• Appears below split and aligns left with headline and/or as a solid color background for image and copy.
(see example at right for placement). Use of gradients is also an option (see page 50).
• Helvetica Neue 45 Light, should not exceed 28 pt.
• Copy must be completed on one line.
catalog cover
Fact sheets — single-sided

Fact sheets are extremely useful tools for our sales force to employ.
We tend to paint a big picture with broad strokes, using an authoritative
tone and a sharp, professional look that resides on one or two sides. 1
By providing pertinent information in the form of bullets and crisp,
concise sentences, our messaging remains succinct.
1 Logo placement 6 Sidebar information

• Positioned .375" from top and left • Aligns left and extends the width of the 2
edges of page. first column.
• Width of “The Brick” is 1.375". • Paragraph subheads: Helvetica Neue 76
Bold Italic, tinted to 70% black,
2 Top section/main image area 9.5 pt. with 11 pt. leading.
• Body copy: Helvetica Neue 46 Light Italic,
• Imagery is 60% of the layout.
tinted to 70% black, 9.5 pt. with 11 pt. leading.
• The main imagery should be the hero or play • If using images, they should be contained
supporting role to headline. within the text column.
• Imagery should be clean, uncluttered and

iconic when possible.
• Please see page 50 for proper photography
7 Body copy 3
• Positioned at the beginning of the second
style and usage.
column and extends the width of two columns.
4
• Body copy: Helvetica Neue 45 Light,
3 Headline (primary message) 10.5 pt. with 13 pt. leading. 5
• Headline is flush left from the beginning of the • Paragraph subheads: Helvetica Neue 75 Bold,
second column. 10.5 pt. with 13 pt. leading.
• Message baselines on split. 6
• Helvetica Neue 75 Bold, 8 Recycling message/logo
font size range of 32–48 pt. • Positioned .375" from left and bottom 7
• Type color is either black or white, edges of page.
depending on the image.
9 Call to action
4 “Split” page element • Helvetica Neue 75 Bold, 8
• Image area takes up 60% of the layout, 10.5 pt. with 13 pt. leading.
information and messaging take up remaining • Aligns left with the body copy.
60%. In this example, the split begins 6.625"
(6 5/8") from the top of the page.
9
5 Subhead (secondary message)
• Appears below split and aligns left with headline
(see example at right for placement). front
Fact sheets — double-sided

At times the information needs to extend beyond one page. Here is an example
of a fact sheet that has content flowing onto the back page.
1

• Positioned .375" from top and left • Aligns left and extends the width of the
edges of page. first column.
• Paragraph subheads: Helvetica Neue 76
2
• Width of “The Brick” is 1.375".
• Body copy: Helvetica Neue 46 Light Italic,
• Image area takes up 40% of the layout.
9.5 pt. with 11 pt. leading.
• The main imagery should be the hero or play
supporting role to headline.
• If using images, they should be contained 3
within the text box.
• Imagery should be clean, uncluttered and
4

iconic when possible.
7 Body copy
style and usage.
• Positioned at the beginning of the second 5
column and extends the width of two columns.
3 Headline (primary message) 10.5 pt. with 13 pt. leading.
• Headline starts at the beginning of the • Paragraph subheads: Helvetica Neue 75 Bold,
second column. 10.5 pt. with 13 pt. leading.
6
• Message baselines on split.
• Helvetica Neue 75 Bold,
font size range of 32–48 pt.
8 Call to action
• Helvetica Neue 75 Bold, 7
• Text color is either black or white,
• Aligns left with the body copy.
• The arrowhead is .125" x .25",
4 “Split” page element PMS 485.
• Image area takes up 40% of the layout,
information and messaging take up remaining
60%. In this example, the split begins 4.375" (4
3/8") from the top of the page.

(see example at right for placement).
• Helvetica Neue 45 Light, should not exceed 28 pt. 8
front
Fact sheets — double-sided

The back page, though based on the same grid as the front, allows for more
flexibility to accommodate the content. For a range of examples, see page 69. 1
2
1 Image box 4 Body copy
• Positioned in top left corner. • Positioned at beginning of second column
• Box size extends 2.75" and is .875" in height. and extends the width of two columns.
• Use a portion of the image from front. • Body copy: Helvetica Neue 45 Light,
2 Headline/subhead • Paragraph subheads: Helvetica Neue 75 Bold,
3
• Pick up headline and subhead copy from front.
• Headline: Helvetica Neue 75 Bold,
17 pt. with 18 pt. leading. 5 Call to action
• Subhead: Helvetica Neue 45 Light, • Helvetica Neue 75 Bold, 4
17 pt. with 18 pt. leading. 10.5 pt. with 13 pt. leading.
• Position at beginning of the second column.
• Baseline aligned with bottom of image box. 6 Logo placement
• Text color is always black @ 100%. • Positioned 10 mm from right and bottom
edges of page.
3 Sidebar information • Width of “The Brick” is 1".
• Sidebar text box aligns with left margin
and extends the width of the column. 7 Recycling message/logo
• Subheads: Helvetica Neue 76 Bold Italic, • This specified area is used for the positioning
tinted to 70% black, 9.5 pt. with 11 pt. leading. of a recycling message (U.S. version: as shown).
• Body copy: Helvetica Neue 46 Light Italic, • Positioned at the beginning of first column and
tinted to 70% black, 9.5 pt. with 11 pt. leading. goes no farther than the bottom margin.
• If using images, they should be contained
within the text box.
back page
Brochure and flyer interiors

The layout of a brochure or flyer is comprised of many working parts that 1
come together to help tell a story, ultimately informing our customers. While
brochure and flyer sizes and formats may vary in size, this example serves
Everything
y g from forms and labels to digital
g prints
p and direct mail. 2
as a guide for the proportions that should be adhered to when designing. Print management Total print production Labels Direct mail
Think of Staples as your command-and-control center We are your one source for everything your business With one of the broadest selections in the industry, As your single-source direct mail provider, we con-
for everything your business prints. We’ll manage your prints — from complex, long-run print jobs to quick, we have every label your business needs. Our product sistently deliver mailings that are on time, on budget
supply chain, consolidate production, coordinate on-demand digital copies. identification (PID) solutions include primary packaging and on target. This will give your business measurable
distribution and centralize inventory reporting and labels that deliver high-impact differentiation for point-of- results — like higher-quality mailings, fewer undeliver-
Long-run printing
accounting. You’ll finally regain control of everything sale applications. With our advanced technology, we can ables and lower postage costs — without the hassle

Staples can produce any type of form, custom and/or
you print, while slashing costs. also create a wide array of radio-frequency identification of dealing with multiple vendors.
4
stock, for every type of business use or printing need.
(RFID) and information system labels.
• Forms analysis, design and mapping Rely on us for fill-and-print and paper-based formats • Customer service and project management
• Electronic forms deployment and management that utilize roll, sheet and continuous designs. • Point of sale • Premedia/computer-to-plate (CTP) capabilities
• Inventory management • Product identification • Web offset forms printing (up to 10 colors)
• Online ordering and electronic proofing Digital copy & printing • Variable imaged • Personalization, finishing and lettershop
• Online corporate identity programs Our Digital Copy & Print centers have state-of-the-art, • Thermal • Postal optimization and logistics
• Workflow analysis print-on-demand technology that can deliver wide- • Dual-Web® and tri-web label/form combinations • Computer services
• User support services format graphics, full-color presentations, eye-catching • RFID labels
• Summary billing brochures and more. These are high-volume, closed- • Nonpressure-sensitive tags Product formats include:
• Kitting and fulfillment • In-mold, rotary screen – Postcards
door facilities managed by industry experts — allowing
• Distribution labels – Envelope packages and self-mailers
you to print whatever you need, whenever you need it.
• Foil stamping – InteliMailer® collated mailers
1 Top section/main image area 5 Brand Promise (if applicable)

• Business forms, statements and invoices • Laserprint® labels – InteliTab™ zip strip mailers
• Purchase orders and tax forms • Picking, price marking and mechanized sortation – InteliMatch™ matched envelope packages
5
• Checks, including security features and unique numbering • Distribution, quality control and inventory control – InteliPanel™ oversized self-mailers
• Brochures, pamphlets and catalogs • Shelf signage – Bangtail and card carriers
• Business cards, stationery and envelopes • Airline baggage tags and boarding tickets
• Copy and imagery need to work together • Positioned 10 mm from bottom and left •
•
•
Presentations, mailers, flyers and postcards
Multipart forms and booklets
Continuous laser roll forms
•
•
Promotional and online ordering
Auto application equipment
• Chemical hazard warnings
to tell a story. edges of page. •
•
Continuous custom and stock laser forms
Custom and stock cut sheets
• Imagery should be clean, uncluttered and iconic • Helvetica Neue 45 Light, 12 pt.,
when possible. tinted 75% black.
• Focuses on people or product and is evocatively brochure inside spread
shot and visually arresting to the casual viewer. 6 Footer (if applicable)
• Please see page 50 for proper photography • Text or logo.
placement, style and usage. • Positioned .375" from bottom edge
of page.
2 Headline (primary message) brochure cover
• Helvetica Neue 75 Bold, point range of 32–48 pt.
• Text color can either be black, white or
same color as bottom section, depending
on the image.

• Copy is flush left with headline.
• Copy must be completed on one line. Back it up.
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6
flyer cover flyer inside spread
Newsletters
The layout of a newsletter is comprised of many working parts that come
together to help tell a story, ultimately informing our customers. With 40%
of the cover dedicated to imagery and 60% to messaging, newsletters often 1
showcase call-outs and picture boxes to assist in getting a point across.
The messaging is often authoritative while remaining concise.
2

• Positioned .375" from top and left • Aligns left and extends the width of the
edges of page. first column. 3
• Width of “The Brick” is 1.375". • Paragraph subheads: Helvetica Neue 76
• Body copy: Helvetica Neue 46 Light Italic, 4
• Image area is 40% of the layout.
tinted to 70% black, 9.5 pt. with 11 pt. leading.
(Example area is 8.5" x 4.375")
• If using images, they should be contained
• Main image should represent hero or work within the text box.
in support of headline. • Apply a 10% color tint to the text box.
• Imagery should be clean, uncluttered and • Left and right indents are set to .125".
iconic when possible. 5
• Text is flush left and centered top-to-bottom
• Please see page 50 for proper photography within text box.
style and usage.
3 Headline (primary message) 6 Body copy

• Positioned at the beginning of the second
• Headline starts at the beginning of the column and extends the width of two columns. 6
second column.
• Message baselines on split. 10.5 pt. with 13 pt. leading.
• Helvetica Neue 75 Bold, • Subheads: Helvetica Neue 75 Bold,
font size range of 32–48 pt. 10.5 pt. with 13 pt. leading.
• For descenders on characters that sit below
baseline, see page 47 for instructions.

(see example at right for placement).
front page
Newsletter — inside spread

The same rules apply to the inside
spreads as they do for the front
page. Here are some helpful hints
toward achieving a well-balanced 1
layout:
1 Vary images sizes

• Sprinkling images throughout the layout
helps to engage the reader and lend emphasis 2
to the articles.
2 Use graphic devices

• Devices, such as charts, graphs and call-outs
should be treated as shown at right. 3
• When using call-out boxes, apply a .125" radius
to the corners. A 0.5 pt. stroke can be applied, if
desired.
3 Lead in headlines
• Keep concise and relevant.
16 pt. with 18 pt. leading,
text color matches color theme.
Posters, advertisements and ad-like objects

While poster and advertisements vary in size, this example serves as a guide
for the proportions that should be adhered to when creating the split system.
Structured with heavy emphasis on the visual imagery, messaging should be
concise and relevant to the subject matter and kept in proportion to the size
of the final piece.
1
1 Top section/main image area 5 Body copy

• Imagery is 60% of the layout. • Appears below subhead and is centered on
• The main imagery should be the hero or play page.
supporting role to headline. • Helvetica Neue 45 Light.
• The imagery should be clean, uncluttered • Designers may use their discretion when
and iconic when possible. deciding if copy should be set in a single
• High-contrast images are encouraged for or double column.
2
black & white ads.
• For proper style and usage of photography, 6 Color box story
please refer to page 50. • Color is selected from our color palette
(see page 15) and matches elements in the
2 Headline (primary message) above photo.
• Bottom section must have depth and variation.
• Message baselines on split and is
Use color as a transparent veil over any
3
centered left to right.
descending images and/or as a solid color 4
background for image and copy. Use of
font size should be large enough to
gradients is also an option (see page 49).
stand out versus other messaging. 5
depending on imagery. 7 Call to action
• Helvetica Neue 45 Light. 6
3 “Split” page element • For this format, make sure it stands apart from
the body copy for added emphasis.
• Top image area takes up 60% of the layout
(8.5" x 6.625"), bottom section color story and
messaging take up remaining 40%.
8 Logo placement
• Positioned in lower right hand corner.
4 Subhead (secondary message) • "The brick" logo is 1.375" wide. 8

• Helvetica Neue 45 Light
• Copy is centered left to right.
• Type color is either black or white,
depending on imagery and contrast 7
to background.
1
Tradeshow booth graphics
Tradeshow booth sizes also vary. These examples serve as a guide for
the proportions that should be adhered to when creating the split system.
Graphics should be colorful with bold iconic imagery. Messaging should
be kept to a minimum — just enough to draw customers into the booth. 2
1 Logo placement 6 Color box story

• Placed prominently at top of format. • Color is selected from our color palette
2 Top section/main image area above photo.
• Imagery is 60% of the layout. • Bottom section must have depth and variation. 3
Use color as a transparent veil over any 4
• The main imagery should be the hero or play
descending images and/or as a solid color
supporting role to headline.
• The imagery should be clean, uncluttered
background for image and copy. Use of 5
gradients is also an option (see page 49).
and iconic when possible.
• For proper style and usage of photography,
please refer to page 50. 7 Body copy 6
• Use for smaller booth signage
(e.g., tabletops, stanchion signs).
• Appears below subhead and is centered on
• Message baselines on split. page.
• Helvetica Neue 75 Bold, • Helvetica Neue 45 Light.
font size should be large enough to stand
• Font size should be smaller than subhead, banner (46" x 92")
out versus other messaging.
but large enough to read from a distance.
• Type color can either be black, white or
the same color as bottom section,
1
4 “Split” page element
• Top image area takes up 60% of the layout,
bottom section color story and messaging
take up remaining 40%. 2
• Helvetica Neue 45 Light, 3
font size should be smaller than headline
and centered on page.
4
• Text color is either black or white, 5
depending on imagery and contrast
to background. 6
7
tabletop display (118" x 90.4")

1-pixel stroke
aliased
rounded
Emails corner
Emails keep in line with the hierarchy of messaging that its print counterparts
are based on. When opening a browser, the way a customer views an email
can vary, however the main structure is based on the “split” principle. 1
Standard width: 597 pixels; heights are variable 2
3
1 Logo placement 8 Buttons 4
• Top left, 11 pixels from outside edge. • Rectangle is 20 pixels high, width is variable. 5
• Color is cc0000.
2 Top section/main image area • Stroke is 1 pixel, positioned outside, 6
• Main image should represent hero or work color can be changed to suit theme,
but cc0000 is often used.
in support of headline. 7
• Imagery should be clean, uncluttered and • Verdana, 10 pt., text color matches
iconic when possible. color theme, but cc0000 is often used.
(If Verdana is unavailable, use Arial.) 8
style and usage. • Box that contains arrow is 7 pixels wide.
• The arrow itself is 4 x 7 pixels. 9
9 Footer
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• Message baselines on split. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here.
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10
• Helvetica Neue 75 Bold, white, font size varies. • Height: 40 pixels.
• Color is selected from our color palette
4 “Split” page element (see pages 15–16) and matches elements in the
above photo.
• Split point acts as baseline for headline.
• Brand Promise can be placed in this area.

• Helvetica Neue 45 Light, font size varies, 10 Unsubscribe information
text color matches color theme. • Verdana Regular, 10 pt., black.
(If Verdana is unavailable, use Arial.)
6 Body copy
• Verdana Regular, 11 pt.
• “Why-Buys” (if applicable), Staples SKUs
and offer dates are bold.
• Text links are underlined and bold, using cc0000.
7 Bottom section color story

above photo.
1-pixel stroke
aliased
rounded
corner
Emails — continued
For emails that contain more information than the previous example,
the uppermost part of the email is treated as if it were a self-contained email. 1a
Messaging can both focus on a featured item or tease the consumer
with information that may require scrolling down below the fold.
Standard width: 597 pixels; heights are variable 1b
1c
1
1 “Above the fold” 2 “Below the fold” 1d
This section contains all the elements to This section contains subsequent messaging
convey the over arching theme/message that supports or continues the main idea above.
of the entire email. In this instance it’s a facility In this instance, it’s product. 1e
and maintenance promotion.
2a Call-out
1a Logo placement • 64-pixel circle, color is cc0000.
1f
• Top left, 11 pixels from outside edge. • Stroke is 4 pixels, positioned outside, color is ffffff.
• Helvetica Neue 87 Bold Condensed,
1b Hero image varied font sizes.
1g
• Top right.
• Show full product. Crop only when necessary. 2b Featured products box 2a
• 139 pixels.
1c Headline and subhead • Stroke: 5 pixels, outside.
• Message baselines on split. • Color of stroke: 25% fill color 2b
• Helvetica Neue 75 Bold, white, (see page 16 for color breaks).
font size variable. • Product extends outside the box.
1d “Split” page element 2c Buttons

• Split point acts as baseline for headline. • Rectangle is 20 pixels high, width is variable.
• Color is cc0000.
1e Bottom section color story • Stroke is 1 pixel, positioned outside,
(see pages 15–16) and matches elements in
color can be changed to suit theme, 2c
the above photo.
but cc0000 is often used.
• Verdana Regular, 10 pt., color can be changed 2
1f Body copy/product descriptions
to suit theme, but cc0000 is often used.
• Verdana Regular, 11 pt. • Box that contains arrow is 7 pixels wide.
• The arrow is 4 x 7 pixels.
• “Why-Buys” (if applicable) and Staples SKUs
are bold. 2d Footer
• Text links are underlined and bold, • Height: 25 pixels.
color is cc0000. • Color is selected from our color palette
1g Page divider and matches elements in the above photo.

• 7-pixel rule, color matches theme.
3 Unsubscribe information
• Verdana Regular, 10 pt., black.
2d
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3 Unsubscribe information here. Unsubscribe information here. Unsubscribe information here. Unsubscribe information here.
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PowerPoint presentation slides

Shown are the six templates available for use. There are many
more PowerPoint templates available on SAVO. These templates
were designed to complement presentation material without
competing for attention. Staples Technology
Font sizes will vary depending on slide content. Solutions
blue Staples Print

Solutions
Staples Advantage is Office Products

| Business Interiors
| Facility Solutions
| Technology Solutions
| Print Solutions
| Promotional Products
title slide
Staples Facility
Solutions
Staples Promotional
Products
content slide
Business Interiors collateral sm
Business Interiors is the name for our furniture line of business and it
maintains a distinctive brand identity. The business interiors collateral 1
mimic the central brand arcitecture inherent in our "split" system, yet
modulates it slightly to present a furniture feel.
Structured with heavy emphasis on the visual imagery, messaging should
be concise and relevant to the subject matter and kept in proportion to
the size of the final piece.
The example shown here is based on Letter format; left and right margins
set to .50”; top and bottom margins set to .50”.
1 Top section/main image area 4 Body copy

• Imagery is 60% of the layout. • Appears flush left below headline on page.
• The main imagery should be the hero or play • Helvetica Neue 45
supporting role to headline. • Point size is 10.5 points over 13 leading and
• The imagery should be clean, uncluttered, iconic, black
sophisticated and stylistic when possible. • Side bar bullets are Helvetica Neue 46 Light Italic 2
with a Helvetica Neue 76 Bold Italic intro sentence.
2 Headline (primary message) • Bullets are 9.5 points over 12 leading and black
• Message flushes left under page split. There is no
headline/subhead on any BIbS collateral. 5 Color box story 3
• Helvetica Neue 45 font size should be large • Color is selected from our color palette (see page
enough to stand out versus other messaging. 44) and matches elements in the above photo.
Font point size should be 23 points. • As a rule of thumb, default to the blue swatch
• Text color for headline is white. (C:40, M:20, Y:24, K:0) for everything BIbS. 4
3 “Split” page element 6 Call to action 5
• Top image takes up 60% of the layout • Helvetica Neue 75 Bold at 10.5 points over 13
leading.
• Bottom section color story and messaging take
up remaining 40%.
7 Logo placement
• Positioned in top left corner, .5’’ from left and top
margin (Front)
• Logo is 70% in size, when imported from IMS
(front)
• Positioned in bottom right corner, .5”” from right
6
and bottom margin (Back)
• Logo is 58% in size, when imported from IMS
(back)
full page advertisement
Business Interiors collateral (continued)
product catalog cover

“Split” don’ts
The “split” is a key differentiator of our visual identity. To maintain its integrity, it is important to design within the guidelines.
Do not split too high. Do not use more Do not split vertically. Do not use more
than one split. than one color theme.
In summary
Ready? Set? Go.
Note that the ensuing pages cover how all the elements contribute
to the brand’s unique visual identity, including the hierarchy of information
and how it communicates the Staples Advantage Brand Promise.
®
That was easy, right?

With all of this information you are now equipped to deliver strong creative
that will continue to push the Staples brand to new heights.
®
Here are some helpful rules

to live by:
Is the split in accordance with

layout of the page?
Is your imagery bold, compelling

and in synch with your messaging?
In turn, is your headline concise,

engaging and in synch with the
imagery?
Does your subhead tie things

together and complete the overall
thought?
Is the logo prominently displayed?
Are the correct fonts being used?
Is your call to action clear and easy

to find?
Staples Examples 100
Examples
Check out how the split system plays out over the next couple of pages.
Catalogs
Other examples (print ads & sell sheets)

Advertisements/posters
Emails
Emails (continued)
Fact sheets
Tap
p in to Staples.
p
Get the most out of your program.
Our experts can recommend standard Your existing Staples® program gives you the power to choose from the
tech items for your business. latest technology products, minimize procurement costs and roll out new
solutions fast.
We have all the tech items you want:
• Digital Cameras and Memory Cards
You’ve got the power to:
• Flash Drives
• Leverage Staples’ relationship with top tech vendors
• Memory
Fact Sheets
• Choose from thousands of the most current products
• Headsets
• Take advantage of great pricing
• Keyboards and Mice
• Save, thanks to reduced procurement and invoicing costs
• Printers and All-in-Ones
• Get needs assessments, recommendations and analysis
• Monitors
• Use our streamlined process for faster rollout
• Privacy Screens and Laptop Locks
• Projectors
It’s all part of your existing program:
• Shredders
• Work with your existing Account Manager
• Fax Machines
• Increase savings opportunities
• Webcams, Wireless PC Headsets and GPS
• One invoice, one place to call
• Ergonomic Accessories
• Cables
• Surge Protectors and Battery Backups
• Laptop Accessories (Speakers,
Mouse Pads, Stands)
• And more
Contact your Account Manager for more ways to tap into
the power of your Staples® program.
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Branding Guidelines

for Staples Advantage

Using the Easy Button............................................................................................. 19 Templates.............................................................................................................. 83–97

Until Staples, small businesses and

consumers paid a premium for

Staples, Inc. Timeline

Sales exceed Acquires Launches Prime acquired

Resources Inc. launched Opens flagship

North American Delivery North American Retail Staples

You are a brand ambassador

Staples is: Staples isn’t:

Minimum logo size and clear space

The smallest permitted size x

Logo don’ts DO NOT place objects on the logo.

DO NOT change the angle

DO NOT reverse the logo.

DO NOT remove the Staples

DO NOT insert copy

Use for the best deals! DO NOT use the logo in a

DO NOT overlap the logo with

Using the logo on colored backgrounds

Use the standard logo on all

To capitalize or not In copy

Please note: trademark usage as noted in these guidelines is appropriate for

Dial it up. Dial it down.

Stamps • Printing • Promotional Products

We can put your name

You’re We your name

Let a custom stamp say it for you. Over and over.

(No bunnies were harmed in making this brochure.)

Let a custom stamp say it for you. Over and over.

(No bunnies were harmed in making this brochure.)

Save time on address, signature, date and approvaleXPiReS 5/31/08

your custom Cosco® brand stamp

(includes ACCU-STAMP , evostampTM

or 2000 Plus®) purchase of $30 or more.

XXXX XXXX XXXX XXXX

When ordering by phone or online, include coupon code:

What we say is who we are.

Web gradients — 5.0 hues

Helvetica Neue Bold Helvetica Neue Condensed Bold

Microsoft typeface HTML typeface

For any internally created documents (Word, PowerPoint , etc.),

Arial Black Verdana

The Easy Button ®

Using the Easy Button

The Easy Button is: The Easy Button is NOT: ®

The Icon — Symbolic

advertisement fact sheet

The Product — Literal

Picking the right Easy Button for the job ®

Button_485 Button_Yellow Button_123 Button_144 Button_239 Button_259

Button_2735 Button_2935 Button_Proc Blue Button_321 Button_348 Button_369

Button_390 Button_456 Button_4635 Button_White For black background,

Finishing the button Minimum Easy Button size

Line up the bottom right of

The exact specifications for the drop shadow

*NOTE: Please see page 11 for information regarding trademark usage.

Easy Button don’ts

DO NOT change the color

DO NOT put other words

DO NOT turn the button to a

DO NOT place objects

*NOTE: Please see page 11 for information regarding trademark usage.