Consumer Brand Style Guide

The Display

V.09.2020

Garmin displays are key in connecting consumers to the brand. The displays need to help the consumer easily locate products in store, move them emotionally to learn more about the products and ultimately drive a sales transaction.’

This guide should be used as a reference for future display assignments in order to establish a level of design consistency for the Garmin brand.’

Emotional photography is used to catch the consumer’s eye from a distance and draw them to the display.

Look to use photography as a single focus when and where we can.

Multiple photo layouts can be created for specific retailer requests.

Original garmin-produced photography should be considered first. If the need is beyond current brand assets, then stock photography can be considered. All photography usage should be reviewed by art or creative directors.

Reference the photography section of the style guide for more details.

Color

Primary color applications should always look modern and tasteful. Black and white are the two primary options in order to create absolute contrast with the lifestyle photography. The secondary color palette should be used to add a hint of visual interest. When color photography or video is not available in any execution, use of secondary colors can be considered.

Reference the colors section of the style guide for more details.

Brand colors should be used at the global retail level. Segments or categories within segments should not receive their own color schemes.

Primary

Black

0-0-0-100

000-000-000

#000

White

0-0-0-0

255-255-255

#FFF

Secondary

Candy Blue

PMS 297

50-0-0-0

109-207-246

#6DCFF6

Retailer Defined

Additional colors
can be created for
specific retailers and
should be approved
by an AD or CD.

Avoid using Candy Blue when a lifestyle photo is the central focus of the composition. Candy Blue should be used sparingly, unless it’s created as a background for product photography. Applying a simple vignette around the corners of a blue background can add some depth to the space it creates.

Permanent Displays

If the lifespan of the display is greater than a season or year, permanent materials should be used to withstand the wear and tear of time. Design and materials should elevate the brand experience and be consistent from one display to the next.

Materials

It is important to be consistent when using materials across all displays. This is crucial when establishing our brand from store to store. Metals paired with acrylics elevate our presence while giving strong contrast that allows each product to stand out.

Additional materials may be sourced based on budgets and availability. Please consult a Garmin creative director for guidance.

Primary

Black Metal

Black Metal

Powdered coat international
GRAY (HARTFORD TEX)
#6022-70617

White Acrylic

White Acrylic

Store Within A Store

With some retailers, there are opportunities to create a more substantial Garmin presence, allowing customers to be fully surrounded by our brand. Permanent materials should be used to withstand the wear and tear of time. Design and materials should elevate the brand experience and be consistent from one display to the next.

Materials

It is important to be consistent when using materials across all displays. This is crucial when establishing our brand from store to store. Metals paired with acrylics elevate our presence while giving strong contrast that allows each product to stand out.

Additional materials may be sourced based on budgets and availability. Please consult a Garmin creative director for guidance.

Primary

Black Metal

Black Metal

Powdered coat international
GRAY (HARTFORD TEX)
#6022-70617

White Acrylic

White Acrylic

Semipermanent Displays

If the lifespan of the display is for a season or less than a year, temporary materials can be used to save on costs. Design and materials should elevate the user experience and be consistent from one display to the next.

Materials

It is important to be consistent when using materials across all displays. This is crucial when establishing our brand from store to store. Corrugate and expanded PVC are two materials being used across many displays. But other materials can be used when completing specific tasks. Always look to use the best materials within the budget.

Additional materials may be sourced based on budgets and availability. Please consult a Garmin creative director for guidance.

Primary

Corrugate

Corrugate

Expanded PVC

Expanded PVC

Logo

It is important to maintain consistent logo use in both permanent and temporary POS displays. The sans delta version should be used in all consumer-facing displays. Both vertical and horizontal formats are permissible. When using the vertical layout, the top of the logo should always rest on the side of the display space.

Reference the logo section of the style guide for more details.

Horizontal

Horizontal

Vertical

Vertical

Combinations

Combinations

Positioning Line

At Garmin, we make products that are ENGINEERED ON THE INSIDE FOR LIFE ON THE OUTSIDE. We do this so people can make the most of the time they spend pursuing their passions. This is what Garmin photography and our retail displays should communicate visually.

It is permissible to use this positioning line on global retail displays if messaging is desired. Please consult a Garmin creative director for guidance.

Positioning Line

Campaign Line

Lean toward simplicity and sophistication in global retail displays. Garmin photography, the Garmin logo and the product name are the core elements of every display.

It is important to keep in mind that campaign lines, such as BEAT YESTERDAY, should never upstage or take prominence over the Garmin brand. Campaign lines should NOT be treated as a logo or special mark in the layout.

If a headline or messaging is required for a particular display and can help elevate the overall execution, a campaign line may be used. Please make sure it works in association with the photography, and consult a Garmin creative director with any questions.

Tray Kit

Tray Kit

Countertop Display

Countertop Display

Product Cards

It is important to use product cards in POS materials when possible. These templates, created by the Branding and Merchandising teams, are used to keep product card creation to a minimum. Varying sizes are available for use. If the display cannot work with current card presets, new versions can be created as long as they match the overall product card look and feel.

Product Card Elements: Product Name. Edition Box. Introduction Copy: 180 Character Limit. Feature Copy: 60 Character Limit. Battery Life. Legal.

U.S. Sizing

Type A

11.75" x 5.232"

Type A

Type B

2.875" x 3.76"

Type B

Type C

3.96" x 5.96"

Type C

Type D

2.885" x 5.96"

Type D

Type E

3" x 5"

Type E

Lincoln Rd

5.5" x 8.5"

Lincoln Rd

Miami

3" x 5"

Miami

Type M

2.4375" x 2"

Type M

Common Features

On displays where space is available a “common features” area can be added. This is meant to highlight features that can be found across many Garmin devices. Features selected for this section should be within the category or categories of the products shown on the larger display unit.

Common Features

New icon requests should go through the marketing communications department at corporate headquarters.

Reference the iconography section of the style guide for more details.