Through brochures, our brand story can be told, giving customers and end users a better understanding of our products, services and the Valspar brand. And since our story has quite a legacy, we want it to inspire. These guidelines were designed to ensure a fresh, contemporary look.
Brochure Cover
Logo with Tagline
Logo with tagline is placed in the upper left-hand corner on template grid, reversed out of a field of color in white.
Pattern
A pattern is placed mainly on the front cover in the field of color and in the white space below. It should bleed off a page to create movement. Opacity of pattern is 35 percent with a multiply effect in Adobe InDesign.
Black Bar
A 0.375 in.-thick black bar is always placed 7 in. down from the top and divides the color field from the white field.
Color Field
Brochure covers use a large solid color field. Choose a color from the color palette that complements the imagery.
Imagery
Always use three images together in a variety of sizes on covers. Show people, the surfaces our products coat, and abstract close-ups of our products or the items our products coat to create the look.
Title/Headline
Frutiger Roman 18 pt. centered
within black bar.
White Field
Field of white below black bar
covers approximately one-third
of the surface.
Cover Compositions
Create unique cover compositions using the three main photos, pattern, field of color and black bar. Compositions work best having one large image as the focus. People and working relationships should be leveraged in each cover design. Image placement may move around, as shown. Look at the examples here for suggested layouts.
Inside Spread
Body Headline
Frutiger 45 Light 35/35 pt.
Body Copy
Frutiger 45 Light 9/16 pt.
Body Subhead
Frutiger 45 Light 15/16 pt. Can be used in black or a color to complement the layout.
Caption
Frutiger 57 Condensed 8.5/11 pt. Placed on, above or below images in black or reversed out in white.
Chart Copy
Frutiger 65 Bold and 45 Light 7.5/9 pt. Chart colors can coordinate with color scheme of layout.
Large Headline
Frutiger 45 Light. Large headline style is used for impactful messaging or headlines. Point size can vary based on need. Approximate size 50-75 pt.
Full-Bleed Photo
A full-bleed photo used in conjunction with a large headline offers visual impact when used adjacent to a page with white space.
Color and Pattern
Areas of solid color are placed behind sections of pattern. Patterns should bleed off the page.
Outlined Imagery
Outlined imagery, as seen in the arching building on the far right-hand page, creates a dynamic effect.
Brochure Back Cover
Continue Design to Back Cover
The design from the front cover continues onto the back cover. Imagery and pattern flow over onto the back.
Corporate Sign-off
Business unit in Frutiger 65 Bold 7/9 pt. Address Copy Frutiger 45 Light 7/9 pt. Valspar logo is PMS 5405 blue.
Design Grid
Design brochure compositions using the five-column design grid in the Templates.
Logo with Tagline
Logo with tagline is anchored in the upper left-hand corner of brochures using the design grid.
Paper Specifications
The paper our message is printed on is as important as the message itself. It helps to communicate the level of quality Valspar delivers.
Use the McCoy Silk line from Sappi papers or another comparable paper stock. McCoy Silk papers contain 10 percent post consumer waste.
Covers
McCoy Silk 120 lb. Cover
Inside Pages
McCoy Silk 80 lb. Cover