September 2019
BRAND SYSTEM
GUIDELINES
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.
3 | Brand System Guidelines | September 2019
These guidelines are to assist you when writing brochures, ads, posters,
websites, packaging-anything that faces associates, customers, or the
world at large.
The goal of brand voice is to use language in combination with our other
brand elements to help build a stronger, more recognizable brand both
internally and externally. The more consistent we are with brand voice, the
more our messaging can help shift perceptions with our audiences.
1 / Brand Voice
4 | Brand System Guidelines | September 2019
About Brand Voice
What we say is dictated by our purpose, our principles, and our business goals.
How we say it is our brand voice.
Our words can express and define who we are, and help develop stronger and more meaningful relationships
with our audiences.
Although we are mainly a B2B company, our words are seen, read, and heard by people, not companies.
That's why our voice must be authentic to who we are as a company in addition to being relevant to our
customers and their markets.
We speak to lots of different audiences: business leaders, associates, shareholders, recruits, media, and the
community to name a few. We communicate in many different ways: via thought leadership, social media
posts, videos, advertising, white papers, research, and more. Also, as a global organization, we operate in many
countries and speak in different languages.
We may use many of the same words as our competitors to describe what we do, but by changing the way
we write, speak, and sound, while pairing that with the way we look and behave, we can truly stand out and
gain instant recognition.
1 / Brand Voice
5 | Brand System Guidelines | September 2019
Context
Milliken Voice adapts in diferent
types of communications
(marketing, social, and technical).
1 / Brand Voice
Marketing
Marketing copy is where we find the voice of the company most succinctly
expressed in ways that align with the brand standards and supports our business
strategies. So, headlines, subheads, opening sentences, and paragraphs are
always in our voice and are the most connected to our company's purpose.
Social
The voice we use on social media generally reflects the same voice as our
marketing materials when it comes from the company. Alternatively, it can
be authentic to an individual when in their voice. Please refer to the
PR and Social Media Guidelines.
Technical
In technical and instructional documentation, we use unvoiced copy. Our goal here
is clarity, not brand recognition. But we still should use best practices when writing.
Please refer to the section on Writing Principles as a reference.
6 | Brand System Guidelines | September 2019
Our Brand Voice
Milliken is a purpose-driven organization. Our voice has been carefully developed to support the
specific language of our purpose, and also to project a tone that is appropriate to the scale of our
vision and ambition.
Our voice can be described in four words:
Bold
We make clear, strong statements to support our actions and our beliefs. We’re more active than
passive, and we’re more direct than indirect, without losing our humility. We are never boastful.
Inspiring
Positivity is part of what makes our voice distinct. We believe in our ability to bring positive
change to people’s lives and we use it to be more inspiring to others.
Visionary
At Milliken, we are committed to long-term thinking. We make statements that reinforce our
desire to positively impact the world not just in the short-term, but for generations to come.
Authentic
We speak in a way that is natural for who we are. We’re an industry leader with a storied history,
but we’re never arrogant or condescending about it. We are also thoughtful, collaborative, and
inclusive in our writing.
1 / Brand Voice
Example
At Milliken we work together with
our customers, our communities, and
our exceptional associates to make
a positive impact on the world around
us. By continually striving to do the right
thing, setting a high bar for excellence,
and having the courage to think big, we’re
confident that we can create a healthier
future not just for ourselves, but for
generations to come.
Before
After
Example: About
Milliken
About Us
By combining science with design and
insights, Milliken tackles the issues
and concerns of today. Every day, our
community of innovators is invigorated
by the challenge of finding creative
ways to enhance people's lives and make
the world around us easier, safer, more
sustainable, and more beautiful.
The Courage to Think Big
At Milliken, we believe in the power
of ideas to impact the world. And
we know that the best ideas are born
by empowering the brightest people.
As a global company, our expertise
in research, design, and manufacturing
spans multiple markets including floor
covering, performance and protective
textiles, specialty chemicals, healthcare,
and operational excellence consulting
for industrial manufacturers.
7 | Brand System Guidelines | September 2019
Our Brand Voice / What has Changed
We are attempting to create a more
consistent voice across communications
to all audiences around the globe.
Our goal is to be more savvy about the way
we market our products and services.
This will require a change in how we write.
If you are a writer at Milliken, this guide
will help you establish our new tone
of voice, irrespective of where you sit within
the company. There are a number
of qualities we are shifting:
• Inconsistent Consistent
• Overly humble More confident
• Science seen as a barrier Science
is more open and engaging
• Stand-offish and aloof Accessible
and more casual
• Traditional Progressive
1 / Brand Voice
8 | Brand System Guidelines | September 2019
Writing Principles
We use our voice to shape the tone of our copy, but we also apply principles of good business writing.
Here are the general rules we apply to all copy we create:
Be concise.
You don’t need to write every benefit and attribute. Prioritize what needs to be said.
Use headlines to break up blocks of text.
As a rule of thumb, assume your reader will only read the headlines. Does the headline convey your message?
Be friendly.
Use the tone and manner you would take with a colleague. By being collegial, we are approachable and
welcoming without being too casual or off-the-cuff.
Don’t be generic.
Try to avoid really sales-y language. Be honest, be friendly, speak to benefits but always remember that
we sell quality products. Let that be the main sales point.
Be engaging. Be inspiring.
Don’t just list attributes and benefits. Give your audience something to grab onto, something that will hook
them, engage them. Our goal should be to inspire them to action.
You are always representing the company.
Internal communications are external communications. An email to a colleague can quickly become
an email to a customer. Our customers sometimes walk the halls. So use these guidelines whether you’re
writing for your colleagues or for your customers.
The use of "&" is reserved for the name
of the company not a short-hand for
"and" in descriptions such as "Diversity
and Inclusion", titles, product names,
business units, etc.
1 / Brand Voice
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Writing Principles / Examples of Voice in Application
High-Level Marketing Message Examples
Before
After
Notes
Corporate Innovation
Message
Milliken is widely acknowledged as an
international leader in research, technology,
innovation, and customer service.
Visionary ideas have the power to reshape
the world. And the best ideas take form when
we challenge ourselves to go outside our
comfort zone.
Confident, inspiring, and
sometimes bold phrases raise
the altitude of our messages.
Chemical All-Up Message
We connect and combine our scientific,
technical, and creative insights to enhance the
things that people use, enjoy, and encounter
in their normal daily lives.
At Milliken we have a vision for a brighter,
more sustainable future. We innovate
chemicals that do more than just perform
to higher standards – they inspire people.
Make messages more authentic
that show our drive to benefit
people and the planet.
Floor Coverings Recycling
Message
Diverting carpet from landfill is good for the
environment, good for the economy, and good
for humanity. Here’s how we prevent your
carpet from going into landfills, following all
Carpet America Recovery Effort guidelines.
At Milliken, we’re committed to creating
a healthier future for everyone on the planet.
That’s why we invest in innovative ways
to keep carpet out of landfills. We continually
challenge ourselves to make a positive
contribution to the health of our planet today
and for generations to come.
Add an inspiring introduction
to a message to change
the tone of communications.
1 / Brand Voice
10 | Brand System Guidelines | September 2019
Writing Principles / Examples of Voice in Application
Product-Level Message Examples
Before
After
Notes
FR Textiles Headline
Example
From custom engineering and advanced
testing to in-depth industry resources, our
dedication to the most comfortable flame-
resistant (FR) protection is unmatched.
At Milliken we’re constantly striving to
create innovations that have a positive impact
on people – starting with those who work
in demanding environments. Our FR protection
sets a high bar, leading the industry in both
performance and comfort because doing the
minimum is simply not enough.
High level messages should
reflect our brand voice so that
we create consistency with
corporate communications.
FR Product Message
Example
ResQ™ Synergy® is made with 93% aramid,
5% para-aramid, 2% static dissipative fiber.
This inherently FR fabric is highly durable
and commonly used in wildland firefighting
uniforms as well structural firefighting and
technical response uniforms.
Unchanged
No voicing required
on technical information.
1 / Brand Voice