Husqvarna Shopmanual PAGE 1 husqvarna shopfolder showroom guidelines 2014
Intro Husqvarna Shopmanual PAGE 2 Dear Husqvarna Motorcycles Dealer, This shop manual is aimed to help you design your showroom in line with Husqvarna Motorcycles corporate identity to ensure uniform appearance of Husqvarna dealers worldwide. It will not only guide you to decorate your showroom more attractively, but will also help you to utilize your sales area as efficiently as possible to increase the attention paid to Husqvarna products by your customers and to present the brand in the best possible way. Husqvarna s Core Values are Sweden, Racing, Premium and Tradition and they should be reflected in every Husqvarna shop as well as in our entire communications. The Husqvarna Shop System comprises of several modular elements and can be fitted to showrooms of all different sizes to achieve a premium appearance in line with the brand s character. By following the guidelines you ll create the environment giving the brand the high-quality presence it deserves while reflecting the fact that you are a trustworthy and expert partner for your customers.
Content / index Husqvarna Shopmanual PAGE 3 1. Exterior... page 04 1.1 General Guidelines... page 05 1.2 Overview of Elements... page 06 2. Interior... page 07 2.1 General Guidelines... page 08 2.2 Husqvarna Basic Shop System... page 09 2.3 Position... page 10 2.4 Additional Elements... page 11 2.5 Additional Elements / Husqvarna Carpet... page 12 2.6 Fitting Elements... page 13 2.7 Decoration... page 14 2.8 Lightning... page 15 3. Shop window... page 16 4. Workshop... page 18 5. Colours... page 20 6. Logos... page 22 6.1 The Logo Basics... page 23 6.2 Logo use... page 24 7. Contact...page 26
Husqvarna Shopmanual PAGE 4 Exterior
EXTERIOR GeneraL Guidelines Husqvarna Shopmanual PAGE 5 The exterior appearance shows the presence of the brand and contributes significantly to its level of presentation. A convincing first impression demonstrates dealership s competence even before the customer enters the showroom and increases his interest for the shop interior. Attractive design elements guarantee an optimal visual signal and distance effect. Upon request Husqvarna Motorcycles headquarter supports you with an individual, customized headquarter light sign. Your national Husqvarna sales manager can explain all possibilities more into detail.
EXTERIOR Overview of elements Husqvarna Shopmanual PAGE 6 1. 90 Light Sign This double sided light box can be attached to almost everywhere, thanks to excellent mounting. A lightened eye-catcher, which provides attention from a far. W 1,300 mm, H 800 mm. 1. 90 Light Sign 2. WALL LIGHT SIGN If there is little exterior available for lighting, this light sign is ideal as is can be mounted directly on the outside wall and guarantees a space-saving possibility to attract attention. W 1,300 mm, H 800 mm. 2. WALL LIGHT SIGN 3. Shop Window Light Sign This double sided eye-catcher can either be placed in the shop window or, attached with chains, can be used hanging from the ceiling highlighting the shop area, making it visible from a far. W 800 mm, H 500 mm. 3. Shop window Light Sign
EXTERIOR Overview of elements Husqvarna Shopmanual PAGE 7 4. FaCade Individually upon request. The most important element of the Husqvarna Motorcycles shop presentation to the outside world is the illuminated facade. It is available in any length, with and without dealer name. The height is 800 mm. 5. Exterior Pylon Thanks to its overall height of almost 4 metres, it has a huge impact to highlight and promote your site. The logo is illuminated on both sides, and the remaining area is opaque. The base, made from embossed aluminium, represents the lower connecting piece to the concrete base (not included). W 1,030 mm, H 3,600 mm DISTANT EFFECT The customer must recognize the Husqvarna Motorcycles brand immediately and must be directed to the Shop-in-Shop area in the showroom. 4. FACADE 5. Exterior pylon
Husqvarna Shopmanual PAGE 8 INTERIOR
INTERIOR GeneraL Guidelines Husqvarna Shopmanual PAGE 9 The Husqvarna Shop System is the central of every shop and highlights the part Husqvarna Motorcycles area from any other shop zone. It can be placed against a wall or can stand as an individual partition (if you choose the free-standing version). FLOOR Recommended colour of the floor is light grey - Coolgrey (7042 or 7044). Please see page 22 for details. Regardless of the size of the shop the Husqvarna Shop System helps you to use your sales area as efficiently as possible, to draw attention of your customers and to strengthen the brand s positioning. The basic equipment contains the one-sided system that needs to be mounted to the wall. It comprises of two grid elements with shelves and hangers, one grid element for banner including the banner, suspended double-sided brand module and bike platform including the bike stand. The elements enable you to display the highlight bike on the platform and arrange the Husky Power and Husky Style collection items in the grid elements. Of course both sides of the basic element can be fully equipped. In this case, please order the free-standing kit. Additional shelves and hangers can be ordered separately.
INTERIOR Husqvarna Basic Shop System Husqvarna Shopmanual PAGE 10 1. Grid Elements with shelves and hangers 2. Grid element for banner 4. 2. 3. Banner with graphic element emphasizing Husqvarna s heritage 4. Brand module 1. 5. Bike platform including the bike stand 3. 5.
INTERIOR POSITION Husqvarna Shopmanual PAGE 11 The Husqvarna shop area should be given a prominent position in the shop; either close to the entrance or close to the window area so that the machines are visible from the side on the entry to the showroom. If displaying more bikes, they should be facing in one direction and parallel to one another as well as to the entry and/or windows for optimum from the outside. Husqvarna brand must be clearly differentiated from any other brands in the showroom and good visibility needs to be assured. The area is identified by the elements of the Shop System and has to be clearly separated from other brands presentation area. The grid elements featuring Husky Power and Husky Style range serve as a background for the product presentation and therefore need to stand parallel to the display window or to the entrance to ensure optimum visibility and maximum long-range impact. The highlight products are always displayed in the most prominent position (bike always on the bike platform). Good accessibility to the products must be guaranteed for customers in the showroom.
INTERIOR ADDITIONAL ELEMENTS Husqvarna Shopmanual PAGE 12 Literature Stand for catalogues Basic Shop System Additional Grid Elements to expand the basic system in case of more space for Husqvarna area in the showroom Additional Grid Elements for banners to expand the basic system in case of more space (including the banner) Additional shelves Additional bike platform to highlight more than one bike Literature Stand Additional bike platform
INTERIOR Husqvarna Carpet Husqvarna Shopmanual PAGE 13 The Husqvarna carpet can be ordered as an additional element for Husqvarna shop area. The carpet measures 3x3m. It is important that the bike podium and carpet are not used together. This means: the bike podium should not be placed on the carpet. Lay the carpet underneath the shop element. You can place a motorbike on the carpet using a racing stand or side stand. Place freestanding shop elements in a central position on the carpet. Place additional shop elements (such as brochure stands, showcase and table) around the carpet. Please contact your national Husqvarna sales manager for details and availability. Husqvarna Carpet
INTERIOR Fitting elements Husqvarna Shopmanual PAGE 14 For optimum fitting of the displayed items to the grid elements and shelves a range of fitting elements is available upon request. Whether you need additional shelves, hooks, clothing rails, hangers or any other fitting elements that guarantee a visually appealing, sales supporting and clearly arranged product presentation, please contact your national Husqvarna sales manager for possibilities and availability.
INTERIOR Decoration Husqvarna Shopmanual PAGE 15 Ensure that loose goods and hanging goods are always positioned evenly and displayed in an orderly manner Display items unpacked and without protective foils Always display small items such as caps at hand or eye height Don t hang articles on the clothes rail too close together Use the same type of clothes hangers Topic-based compositions (shirts and matching sweat jackets with the corresponding trousers) Hang the front of the items uniformly (makes it easier for customers to flick through the goods) Hang light / dark goods alternately The smallest size should be positioned at the very top of the pile of clothes T-Shirts in front of sweaters and jackets Show high quality goods unpacked Especially highlight high quality goods and pay heed to goods security Always present the latest Husky Power and Husky Style items Keep small bulk goods in hand height Pay heed to undamaged packaging Systematic assembly (Parts)
INTERIOR Lightning Husqvarna Shopmanual PAGE 16 The rational and appropriate use of lighting is an important way to set the scene for products perfectly in order to increase the customer s attention to products. The following advices should be observed: A pleasant atmosphere achieved through balanced lighting increases the time the customer spends in the shop. Use the light to highlight the selected products or product groups, make them eye-catchers. The optimum lighting of your products helps customers to find what they are looking for, so pay attention to it. Use two-sided product lighting for a shadow-free illumination. Make sure that the lighting is non-reflective
Husqvarna Shopmanual PAGE 17 SHOP WINDOW
Shop window Husqvarna Shopmanual PAGE 18 The aim of your shop s front window is to direct the interest of passers-by to the items in your showroom and to prompt potential customers to enter the shop. By being a kind of a face of your store the display window is an important part of external communication. For this reason it is necessary that maximum attention is paid to a design which is both well thought-out and visually appealing. To ensure this the following core points need to be observed: 1. LESS IS MORE An overloaded shop window doesn t do much to entice customers in, even the opposite, it can put them off. Stick to the Swedish simplicity and premium character of the Husqvarna brand. Less is also more in this case. 3. DECORATION The same minimalistic rule applies for the decoration. Focus on one main topic per display and communicate one single core message. It s the best way to persuade the viewer at the first glance. 4. AUTHORIZED DEALER The Authorized Dealer sign stands for the highest service and quality standards certified by Husqvarna Motorcycles as well as for expertise and holistic customer support. The sign must be clearly visible; ideally in the display window or near the entrance door. The Authorized Dealer signs in the form of a window sticker are only available at your national Husqvarna sales managers. Authorized Dealer Window Sticker 2. COMMUNICATION OBJECTIVES On the one hand, the aim is to engage existing customers by presenting new items. On the other hand, the aim is to present the brand s core values emotionally and demonstrate these values to potential customers. The shop window should therefore reflect Husqvarna s core values: Sweden, Racing, Premium, Tradition.
Husqvarna Shopmanual PAGE 19 WORKshop
WORKSHOP Husqvarna Shopmanual PAGE 20 Not only the showroom, also the Workshop area should be designed according to Husqvarna s Corporate Identity reflecting high-end quality and expertise. The exact sizes and layouts can vary depending on the size and floorplan of the workshop. The following examples are showing the recommended use and should be used as the orientation for the correct use of corporate design. Working area with the lifting platform Tools Board Tools Board Working area with the lifting platform Service area wall colours Please refer to the Page 21 in this manual for the correct colour information. For minimum requirements about workshop facilities please refer to your contact person in Customer Service. Service area
Husqvarna Shopmanual PAGE 21 Colours
Colours Husqvarna Shopmanual PAGE 22 Main colour Secondary colour Spot colour To ensure a consistent, standardized colour design, only these colour definitions may be uesd. This applies both to the areas of wall and facade design, as well as to screen and print applications. The main Husqvarna colour is white. The secondary colour is blue. RAL 9003 RGB 255 / 255 / 255 PANTONE 534 C RAL 5003 Saphire Blue PANTONE 7406 C RAL 1021 Rape Yellow Yellow is used as an additional decorative colour. However, this may only be employed discreetly. It is used for highlighting. CMYK 0 / 0 / 0 / 0 RGB 0 / 37 / 80 CMYK 100 / 65 / 0 / 65 RGB 255 / 209 / 0 CMYK 0 / 17 / 100 / 0 Main colours may only be used in 100%. Additional colour black Exclusive use must be made of these colours in order to ensure a uniform appearance worldwide. PANTONE coolgrey 6C RAL 7021 RGB 0 / 0 / 0 CMYK 0 / 0 / 0 / 100 PANTONE coolgrey 8C RAL 7031 RGB 136 / 136 / 136 CMYK 0 / 0 / 0 / 60 PANTONE coolgrey 5C RAL 7042 RGB 178 / 178 / 178 CMYK 0 / 0 / 0 / 40 PANTONE coolgrey 1C RAL 7044 RGB 218 / 218 / 218 CMYK 0 / 0 / 0 / 20 PANTONE 663 C RAL 9018 RGB 237 / 237 / 237 CMYK 0 / 0 / 0 / 10 PANTONE RAL 9016 RGB 255 / 255 / 255 CMYK 0 / 0 / 0 / 10
Husqvarna Shopmanual PAGE 23 LOGO
logo THE LOGO BASICS Husqvarna Shopmanual PAGE 24 The Husqvarna logo exists in two different formats: the vertical logo and the horizontal logo. The logos always have the trademark sign. IMPORTANT: Husqvarna Motorcycles GmbH is not the owner of the trademark, it is owned by Husqvarna AB in Sweden. As the mere licensee Husqvarna Motorcycles GmbH is only entitled to use the Husqvarna trademarks in accordance with the guidelines of Husqvarna AB. The vertical logo As a consequence we are only entitled to use the logos shown on this page without any modifications whatsoever. For the correct logo files please contact yor national Husqvarna sales manager. The horizontal logo
logo LOGO USE Husqvarna Shopmanual PAGE 25 The Husqvarna logo has a clearly defined clearance. Visually, this clearance should be as smooth as possible and must not contain any lettering or graphic lines whatsoever, which compete with the logo. The clearance vertical logo The H of the logo emblem defines the size of the clearance. The top, left and right side clearance corresponds to an H-emblem rotated by 90. At the bottom, the clearance corresponds to the H-emblem with its upper edge flush with the descender of the Husqvarna letter q. The clearance horizontal logo Here, the H of the Husqvarna lettering defines the size of the clearance. The clearance above corresponds to an H rotated by 90, calculated from the top edge of the lettering. Below, the height of the clearance also corresponds to the overturned H, calculated from the lower edge of the Husqvarna letter q. The width of the H defines the clearance to the left and right. On the right, the outer edge of the a is considered as an internal dimension. The vertical logo with clearance The horizontal logo with clearance
logo LOGO USE Husqvarna Shopmanual PAGE 26 The legibility of the Husqvarna logo must always be ensured. In other words, the contrast between logo and background must be as high as possible. The background and its structure must be selected to be as smooth as possible. If the background is too dark, the whitehusqvarna logo must be used. Ideally, the logo sits on either a white or a blue background. Optimal contrast between the logo and the background Minimum contrast between the logo and the background Contrast between the logo and the background too low
Thank you for your support! Husqvarna Motorcycles GmbH Stallhofnerstraße 3 5230 Mattighofen, Austria T: + 43 / 7742 / 60 00-0 F: + 43 / 7742 / 60 00-202 W: www.husqvarna-motorcycles.com