2 | Brand System Guidelines | September 2019
Table of Contents
0 / Introduction .............................................. 2
1 / Brand Voice .................................................3
– About Brand Voice ................................... 4
– Context ....................................................... 5
– Our Brand Voice ........................................ 6
– Writing Principles ..................................... 8
2 / Visual .........................................................12
– Logo ............................................................13
– Sustainability Logo ..................................21
– The Milliken Button ................................24
– Color .......................................................... 27
– Typography ............................................. 40
– “Thank You” Font .................................. 45
– Graphic Elements ...................................50
– Photography .............................................54
– Global Signage .........................................59
– Livery ..........................................................71
3 / Panel System ...........................................72
– Structure ................................................... 73
– Implementation .......................................83
4 / Brand Architecture ...............................92
– Overview...................................................93
– Transition Strategy and Rationale .......94
– Product Architecture .............................95
– Frequently Asked Questions .............. 103
5 / Visual Examples ...................................105
6 / Contact .....................................................111
0 / Introduction
These guidelines will be updated from
time to time, so please check the
intranet site "brand-self service", the
global marketing repository, or with
the Corporate Director of Brand
Experience to make sure you have
the most up-to-date information.
For questions about these guidelines
and how to use them, or to have
the Corporate Marketing review your
communications, please email
connections@milliken.com. Any materials
or templates using the Milliken logo must
be approved by the Division’s Marketing
Communications team. Use of the logo
by external parties, such as distributors,
customers, and event coordinators, must
be approved by the Corporate Director
of Brand Experience.