THE FENDER BRAND

2015 BRANDING GUIDELINES

BRANDING THE FENDER BRAND 2

THE
FENDER
LOGO
ONE OF THE MOST ICONIC
BRAND MARKS IN THE MUSIC
INDUSTRY, IT IS RECOGNIZED
AROUND THE WORLD.
Also known as the Spaghetti logo, it is our
signature. Our defining mark. It represents all
the defining qualities of our brand. It is powerful,
recognizable and memorable. It should stand out
proud on everything that we produce.
BRANDING THE FENDER BRAND 3

THE FENDER The Fender Logo has gone through

countless iterations over the years, but
logos for authenticity, but the spaghetti
stands as the face of our company. This is

“SPAGHETTI” we always come back to our original,

“Spaghetti” logo. This is what we use to
who our audience should see when they
think of Fender.

LOGO represent the company as a whole. Many

individual products use various historical
BRANDING THE FENDER BRAND 4

THE FENDER TAB The Tab preserves the boldness of the

Fender brand by consistently showcasing
This tab, treated as the logo for
all communications, allows our
the Spaghetti mark within Fender Red. brand and our products to be both
independent and collected. All
under the mark of this one tab.
BRANDING THE FENDER BRAND 5

THE FENDER TAB When the tab is reduced, there becomes a

point where it is ineffective. By establishing
The Tab should never be reproduced
smaller than 1 inch across. Never use more
a minimum size, we ensure that the Tab is than one Tab on any piece of marketing
always readable and prominent. communication surface.

visual center within tab at the beginning of “n” assent.

The tab ratio can be

broken down into 1/8’s

accounting for negative “spaghetti” marked visual x-height

space, the Spaghetti mark aligned to tab center.
will represent 6/8 of tab Notice both “e”characters for
proper anchor

ONE COLOR PROCESS

PMS 485

FOUR-COLOR PROCESS
C: 0
M: 93
Y: 95
K: 0
RGB
R: 213
G: 43
B: 30
HTML: D52B1E
BRANDING THE FENDER BRAND 6

BRANDING Issues arise with with having a

recognizable and affable brand mark,
Continually, all “don’ts” highlighted below
apply to the Spaghetti Logo in-and-of itself.

DONT’S it’s tempting to misuse it – don’t. It is

our pride, treat our mark with respect
by using in the manner outlined in the
previous and proceeding pages.
BRANDING THE FENDER BRAND 7

BRANDING In advertisment communication, the tab is

used as either a greeting or a signature by
If used as a signature, the mark will
accompany a black bar that is 90% of the

OUTWARD placing our mark in the top-left or bottom-

right of the space. This ensures that our
tabs height. Specifications detailed below.

content will shine and the mark singifies

our seal of approval.

25% Logo width

Legal text align

10% of logo height overlap

Align URL x-height Tab always placed in

with center of tab. bottom right corner

Open Sans Bold

Lower Case
fender.com in red
white url extension
BRANDING THE FENDER BRAND 8

BRAND Our packaging is our handshake.

This physical communication must be
The provided parameters are a guideline
and subject to change, the maker must

PACKAGING consistent, strong, and clear. Outlined

below is the best-practice of our
use their best judgment when applying the
standards to any packaging.
presentations.

25% Logo width

Orientation: top

ACTIVE TAB AREA

The tab Must always

be aligned left or right on
primary panels and within the
active tab area for supporting
panels. The tab does not need
to be present on every panel.

If packaging requires multiple

orientations, extra consideration
must be met with tab usage.

Tab ratio is determined by the (x)

package’s lesser dimension

(y) < (x) (y) (z)(0.2) = th Tab height = 20% of box face height
therefore
(z) = (y)
COLOR THE FENDER BRAND 9

THE COLORS
OF FENDER
RED IS FENDER.
RED SYMBOLIZES POWER,
ANGER, DANGER, DESIRE &
PASSION. RED IS WHAT BRINGS
THESE CHARACTERISTICS TO LIFE.

Color is the most fundamental way of

expressing our Brand Identity. Our strategic
use of color will strengthen our image and
solidify the perception of our brand.
COLOR THE FENDER BRAND 10

PRIMARY Red, Black, White and Silver are the

foundations of the Fender Color Palette.

PALLETTE This pallette is strong enough to support

and distinguish our brand.

RED SILVER

PANTONE PANTONE
PMS 485 C PMS 877C
FOUR-COLOR PROCESS
C: 0 RGB
M: 93 R: 150
Y: 95 G: 157
K: 0 B: 161
RGB HTML: xxxxxxx
R: 213
G: 43
B: 30
HTML: D52B1E

BLACK WHITE

PANTONE PANTONE
PMS 485 C PMS 485 C
FOUR-COLOR PROCESS FOUR-COLOR PROCESS
C: 100 C: 0
M: 100 M: 93
Y: 100 Y: 95
K: 100 K: 0
RGB RGB
R: 213 R: 213
G: 43 G: 43
B: 30 B: 30
HTML: D52B1E HTML: D52B1E
TYPOGRAPHY THE FENDER BRAND 11

TYPOGRAPHY
TYPOGRAPHY ILLUSTRATES
OUR TONE AND PITCH.
IT SPEAKS WITH A BOLD AND
CONFIDENT VOICE.
We should always be mindful that we are
here to serve the artist. We do so both in
product creation and attitude. Our typography
should say what it needs to say with
authority, but without getting in the way.
TYPOGRAPHY THE FENDER BRAND 12

TYPE FAMILIES Our typography is the face to our Fender

voice. Guidelines must be followed to
maintain brand integrity. While there are
countless situations that may arise, these
guides provide a template that may adapt
to any specific situation.

HEADLINES
OPEN SANS EXTRABOLD
ALL CAPS

OPEN SANS BOLD

ALL CAPS SUB
HEADLINE
OPEN SANS REGULAR Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque
ALL CAPS laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto
beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur
aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi
nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur,
adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam
TYPOGRAPHY THE FENDER BRAND 13

LEADING Our typography is the face to our Fender

voice. Guidelines must be followed to

& KERNING maintain brand integrity. While there are

countless situations that may arise, these
guides provide a template that may adapt
to any specific situation.

HEADLINES
ENSURE THAT THE SPACING BETWEEN CHARACTERS
IS CONSISTENT THROUGHOUT THE HEADLINE FOR
LEADING AND KERNING.

ENSURE THAT THE SPACING BETWEEN CHARACTERS

IS CONSISTENT THROUGHOUT THE SUB HEADLINE. SUB
HEADLINE
AS A GUIDE WHEN SETTING SUB HEADLINE COPY,
ENSURE THAT THE LEADING IS APPROX THE HEIGHT
OF THE CHARACTERS FULL POINT.

ENSURE THAT THE SPACING BETWEEN CHARACTERS Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque
IS CONSISTENT WHEN SETTING BODY COPY. AS laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto
A GUIDE ACROSS EACH PLATFORM ENSURE THAT
LEADING IS SET SOLID AT ALL TIMES. beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur
aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi
nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur,
adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam
TYPOGRAPHY THE FENDER BRAND 14

BEST PRACTICES Our typography is the face to our Fender

voice. Guidelines must be followed to
maintain brand integrity. While there are
countless situations that may arise, these
guides provide a template that may adapt
to any specific situation.

THE THE THE

SOUNDS WORLDS WORLDS
THAT GREATEST GREATEST
CREATE ELECTRIC ELECTRIC
LEGENDS GUITAR GUITAR
THE NEW THE FENDER THE FENDER
FENDER MUSTANG STRATOCASTER STRATOCASTER
AMPLIFIER

Left alignment is the preferred us. Right alignment is permissible if necessary. Center alignment is permissible if necessary.
TYPOGRAPHY THE FENDER BRAND 15

BEST PRACTICES Our typography is the face to our Fender

voice. Guidelines must be followed to
maintain brand integrity. While there are
countless situations that may arise, these
guides provide a template that may adapt
to any specific situation.

THE THE THIS

SOUNDS WORLDS IS THE
THAT GREATEST SOUND
CREATE ELECTRIC THE NEWEST
LEGENDS GUITAR FENDER AMPLIFIER
You know “The Fender Sound”
THE NEW THE FENDER when you hear a guitar played

FENDER MUSTANG STRATOCASTER through a Fender amplifier.

The clear, crystalline chime of
AMPLIFIER a Twin Reverb, the overdriven
saturation of a vintage Deluxe.

Do use color appropriately to Do use color appropriately to Do NOT use red as the primary
distinguish important characteristics emphasize a subheading in typographical color in any
of our communication and bring a conjunction with the main heading, circumstance. Furthermore, red
visual hierarchy to the subject. this should create a visual link is reserved for heading and sub
between the two subjects. headings only, do not use red for
paragraph text.
TYPOGRAPHY THE FENDER BRAND 16

BEST PRACTICES Our typography is the face to our Fender

voice. Guidelines must be followed to
maintain brand integrity. While there are
countless situations that may arise, these
guides provide a template that may adapt
to any specific situation.

Multiple
Our typography
alignments
is the face to our Fender Different heading weights Unauthorized typefaces

OUR
voice. Guidelines must be followed to
maintain brand integrity. While there are

FOUNDATION
countless situations that may arise, these

STILL THE
guides provide a template that may adapt
to any specific situation.
SUB THE SOUL
ONE
HEADLINE
Our typography is the face to our Fender
voice. Guidelines must be followed to
OF TONE
maintain brand integrity. While there are
countless situations that may arise, these
guides provide a template that may adapt
to any specific situation.

Justify text Innapropriate sizes for context Unauthoized colors

The new Fender® Mustang™ amplifier The new Fender® Mustang™ amplifier series raises the standard for

A NEW
modern guitar versatility and muscle. Driven by incredibly authentic
series raises the standard for modern guitar amp models and a huge bank of built-in effects, Mustang™ amplifiers
come equipped with USB connectivity and Fender® FUSE™ software,
versatility and muscle. Driven by incredibly allowing your musical creativity and imagination to run wild.
authentic amp models and a huge bank of
built-in effects, Mustang™ amplifiers come
equipped with USB connectivity and Fender®
FUSE™ software, allowing your musical
DIMENSION
creativity and imagination to run wild.
SECTION TITLE THE FENDER BRAND 17

LOGO USAGE IN The mediums in which we showcase our

brand are a constantly shifting landscape.
By following the recommendations
below, we ensure that the Fender logo is

VIDEO It is important that our tone is preserved

throughout these instances.
prominently displayed in the same manner
in any other format.

1080p

300p
Present the logo in white on
Fender red. Doing so preserves
the spirit of the Fender
tab without constraining it
to a literal translation.

Align Visual Center

RGB
720p
R: 213
G: 43
B: 30
HTML: D52B1E

200p
SECTION TITLE THE FENDER BRAND 18

VIDEO CALLOUT The mediums in which we showcase our

brand are a constantly shifting landscape.
By following the recommendations
below, we ensure that the Fender logo is

& TIMELINE It is important that our tone is preserved

throughout these instances.
prominently displayed in the same manner
it would be in any other format.

Fender tab to appear centered on callout bar

Tab proportions to be 20% larger than bar

Bar to be 100% black at 50% opacity.

Align top of black bar to bottom third.

Opens Sans Bold - All Caps Tab length adjustable

(5) seconds (3) seconds (x) (7) seconds

Logo animation intro Intro fade Video Content Fender closing

CLOTHING & COLLECTIBLES THE FENDER BRAND 19

CLOTHING &
COLLECTIBLES
FENDER IS MORE THAN A
BRAND, IT IS A LIFESTYLE.
WEAR IT WITH PRIDE.
It is our goal to work harmoniously with
our brand partners to preserve the
Fender brand with their unique vision.
CLOTHING & COLLECTIBLES THE FENDER BRAND 20

LOGO USAGE It is acceptable to present the Spaghetti

logo outside of our “tab” format within
All applied art using the Fender brand
must be appropriately approved by the

& APPLIED ART clothing & collectible art context only.

Additionally, we allow usage of the selected
responsible parties listed below.

historical “Perine” Fender logo.

All Fender brand logos are distributed as an Encapsulated

Postscript File (EPS) or in Tagged Image File Format (TIFF) and
should never be recreated. Fender brand logos are not to be
altered in any way. The use of any version of Fender brand logos,
other than those designated here, will be in violation of Fender
style standards and subject to review and corrective action.

The Fender logos and typefaces should never appear

“Spaghetti” Logo in any colors other than those specified. If the logo
appears in any colors other than those designated
in this guide, the branded item will be held in
violation of the FMIC logo and style standards.

Please send art pending approval to:

LICENSING
Brian Tedeschi
Director of Business Development
(480) 845-5453 | btedeschi@fender.com

Historical “Perine” logo BRANDING

Rich Siegle
Director of Branding
(480) 845-5574 | rsiegle@fender.com
See “The Colors of Fender” for appropriate color use.
CLOTHING & COLLECTIBLES THE FENDER BRAND 21

MERCHANDISE It is preferred that merchandise requiring

Fender branded tags utilize a 2” square
The hang tag may be adapted to better suit
the required item but is required to keep a
hangtag as a continuation of the tab logo. 1:1 ratio at a minimum of 1”.

Front

2”

Back

Fender Baseball Cap Open Sans Bold

12point

$14.99 Open Sans Regular

22point
Open Sans Regular 0895124579
9point
1”

1”
CLOTHING & COLLECTIBLES THE FENDER BRAND 22

MERCHANDISE It is preferred when merchandise, such as

clothing, requiring the Fender brand, utilize
the tab logo specified below.

1”

MEDIUM
MADE IN TAIWAN

Inner-collar-label should be screen

printed 1-Color with KO logo.
Supporting type to be located
Secondary to tab logo.
1”

Tab on lower left side

3” from left middle seam
100% Polyester
White Embroidered Logo