This document provides Erth Coverings' new brand manual and style guide. It outlines the company's mission and vision to become the most admired natural stone veneer brand. It introduces the new logo design and provides guidelines on its proper usage and applications. It also establishes the brand's color palette, typography, and templates for various marketing collateral. The style guide aims to sculpt a unified brand identity and positioning for Erth Coverings in the years to come.

1. 1
Brand
Manual
and
Style
Guide

2. 2
Casting the
Stone for
Change.
Erth produces and distributes high-quality natural stone veneers
under the brand Erth Coverings. An innovative brand and a pioneer in
the natural stone veneer industry, Erth Coverings is preferred by many
renowned designers, architects, renovators, builders, stone cladding
professionals and DIYers throughout North America.
We love what we do and we do it very well. Since our inception in 2002,
we have strived to be the best that we can be in every aspect of our
business, and this shows in the great success and growth that we have
experienced. Our stringent quality control and constant efforts to exceed
our customers’ expectations, sets us apart.
We love our stone, and we are now demonstrating it by rethinking our
corporate identity and market positioning, to be more inline with what
our customers expect from a leading brand.
Ivan Rapa, Founder

3. 03
05 Our Mission and Vision Statements
06 Brand Temple: Foundations
08 Brand Temple: Pillars
09 Brand Temple: Tagline
11 The New Logo
12 Construction and Proportions
13 Minimum Protection Areas
14 Minimum Sizes
15 Correct Applications
16 Application Don’ts
18 Colour Palette
21 Typography
24 Web Design Elements
25 Corporate Identity
26 Stationery
28 Clothing and Gifts
32 Vehicle Fleet
35 Templates - Print Ads
36 Templates - Product Sheets
37 Templates - Technical Documents
40 Templates - eBlasts
41 Communication Guidelines
42 Brand and Voice Tonality
43 Key Selling Points
44 Photography
Table
of
Contents

4. 4
A new
positioning
sculpting
the
years
to come.
PHOTOGRAPHYBYDANNTARDIF

5. 05
Our
Vision
and
Mission
Statements
Vision
To become North America’s most
admired natural stone veneer brand
for homeowners, designers and
professionals.
Mission
To develop fashionable, high-quality
and sustainable natural stone veneer
products that people are inspired to
use in their homes.

6. 06
Brand Temple:
Foundations
Pioneerism,AdaptabilityandInnovation
BeautySetinStone
Respect
SupplyChain
Sustainability
Design
Service
Quality
Pioneerism, Adaptability
and Innovation
Pioneerism: Do it first, make it
memorable. ErthCoverings was the first
company to introduce natural stone
veneer panels into Canada in 2002. We
keep on looking for new alternatives and
new opportunities. Forward thinking,
smart ideas and taking risks motivate us.
Adaptability: The world is always
changing – people with different
backgrounds move all around the world,
governments work on new regulations,
quarries can vary their compositions and
colours. Our brand needs to think ahead
and be ready to adapt to the market, to
customer expectations, and to inevitable
and uncontrollable circumstances.
Innovation: Just like a stone shaped
by nature throughout millions of
years, we believe that perfection is
created by a continual, endless, and
never ceasing effort. We believe that
constant improvement of our products
and processes, as well as planning and
development of new collections, are
both fundamental to retaining a leading
position in the market and to continuing
to be regarded as a trendsetting brand
that offers innovative designs.
The brand foundations represent our
internal culture and beliefs. Concepts
that are immutable and that helped
shape who we are today. We apply this
philosophy to everything we do.

7. 07
Brand Temple:
Foundations
Pioneerism,AdaptabilityandInnovation
BeautySetinStone
Respect
SupplyChain
Sustainability
Design
Service
Quality
Respect
Respect is the base of everything we
do. Our culture is built on loyalty,
consistency and care.
We respect nature: We only work with
responsible quarries that use the most
current extraction procedures, and we
make use of raw materials that would
be considered post-industrial-waste
in order to reduce the consumption of
natural resources.
We respect people: From internal
staff to third parties that source our
raw materials, to shipment, sales and
delivery, every stakeholder in our
sales chain deserves respect for their
dedication or their decision. Every
person that holds ErthCoverings in high-
esteem helps to solidify our name as a
brand that can be trusted.
We respect partnerships: Our suppliers,
our dealers and distributors – we work
to create bonds for life with all of them,
acting in a way that ensures mutual
benefit and progress.
We respect expectations: Our products
follow rigid quality control in order to be
able to present the same look and feel
between a sample seen in-store and in
the box the client receives.
Quality
We imprint quality in every aspect of
the product, in our respect for every
individual involved, in our service and
after-sales support, and in everything
that comes together to differentiate
our product. Unmatched quality is our
our daily rallying cry and it sets us apart
from our competitors.

8. 08
Brand Temple:
Pillars
Pioneerism,AdaptabilityandInnovation
BeautySetinStone
Respect
SupplyChain
Sustainability
Design
Service
Quality
In order to create high-quality products
and a great customer experience,
ErthCoverings relies on four main pillars
– the strengths of our business model.
Supply Chain
We apply stringent rules to guarantee
quality and precision when:
Sourcing new suppliers
Quarrying raw materials
Manufacturing products and samples
Packaging
Warehousing and transporting
Validating dealers and distributing
products to retail
Delivering products to the end user
Sustainability
Our products are developed with their
impact on the planet, the surrounding
communities, and the people we partner
with in mind. They need to be:
Socially responsible
Environmentally friendly
Energy efficient
Design
Our stone veneers have to create a great
impression, inspire pride of ownership
and be designed to last. In order to be a
trendsetting brand, our products need
to offer:
New ideas and styles
Uniqueness
Batch consistency
Clever methods of installation and
application
Service
Satisfied clients always return to and
refer the brands they trust. Credibility
is built with excellence, so we treat
customers and sales professionals
exactly the way we want to be treated:
with the respect and attention they
deserve.
Key B2C service differentiators:
Knowledge database for homeowners
After-sales support
Lifetime warranty
Key B2B service differentiators:
Knowledge database for designers,
professionals and dealers
Marketing support for dealers
Technical support for professionals

9. 09
Brand Temple:
Tagline
Pioneerism,AdaptabilityandInnovation
BeautySetinStone
Respect
SupplyChain
Sustainability
Design
Service
Quality
ErthCoverings’ new tagline sums up
what our brand promises will mean to
our buyers. But, we need to be cognisant
that today’s capitalism is about creating
value to people: there’s a difference
between what we offer and what buyers
will consider an essential or important
feature in a product they intend to
purchase.
What do we offer?
A high-quality, unique, sustainable,
easy-to-install product. These technical
attributes could be expanded upon
indefinitely.
Yet, what do customers want when
they are improving their homes?
To beautify their homes, to be proud
of their renovated space, to impress, to
create a wow factor. Everything else we
say will support the sale, but won’t be
the main reason.
In the end, our unique-selling-
proposition should be understood by
our customers as “we’re in business to
make your home more beautiful”. This
is why our tagline states that we sell
products that are undeniably beautiful,
impressive, like a poem engraved in
stone or a sculptural artwork. A product
that transforms raw stone into a feature
wall or an inspiring path that looks like a
piece of art, turning your home into your
masterpiece. A personal monument
dedicated to your good taste.
Beauty set in stone.
Beauty set in stone.
Beauty is what buyers are looking for.
Set is a powerful word. It is action
oriented and speaks to how the product
is assembled, arranged, laid out, and
installed.
In stone as per the natural material.
A literal explanation of the product.
Set in Stone means truth and trust.
It’s our guarantee. Something you don’t
need to question.

10. 10
A new
brand
arises
from
the
ground.

11. 11
Erth Lavastone Black
CMYK 0, 15, 25, 95
RGB 50, 38, 30
HEX 32261E
PANTONE Black 4 C
Benjamin Moore 2118-10
Erth Lava
CMYK 0, 90, 95, 0
RGB 239, 65, 41
HEX EE4128
PANTONE PMS 179 C
Benjamin Moore 2011-10
This is an evolution of Erth Coverings’ logo. It still maintains the same sans-serif
typeface as the previous version, but now the classic Grotesk sans-serif has received
a geometric treatment and more dynamic proportions. Inspiration was drawn
from both the well-known Futura family and the modern and sturdy Museo Sans.
A custom design to give Erth Coverings the unique personality it deserves.
The icon, once a letter E separate from the logotype, is now incorporated into the
main visual element, creating an immediate reference to the product installation
(strips) in a single, concise and easy-to-read composition.
The colours have evolved as well. The orange received a more modern and darker
treatment to create a premium appearance and to better balance the strength of the
black area.
The whole composition is condensed for better application in many situations,
making it easy to reduce and quick to recognize.
The
New
Logo

12. 12
The modernized Erth Coverings logo was designed using a proportion of 7:4 (width
x height). The goal was to maintain the horizontal proportion while reducing the
wideness of the previous version, which posed a challenge in some restricted space
applications.
Instead of a regular grid, the alignments were defined based on the proportions
of the letter E from the Museo Sans 900 font. The new E icon with its modern and
robust shape, defines a rigid set of rules represented by two different heights (x and
y) for the subsequent letters to follow, creating a more geometric, architectural feel
throughout the logo.
The word Erth (the brand name) received more importance than the word Coverings
(what the brand does) as Erth itself can expand its offerings in the future and easily
update the bottom part of the logo.
The word Coverings was simply spaced away from the Erth element by its own height
(represented by the letter z in the construction grid).
x
7
4
x
z
z
y
x
y
Construction
and
Proportions

13. 13
No object, text (except for a tagline) or other logos
can invade the proposed minimum protection
area, represented by the width of the letter “E” of
the logo. The same distance can be applied as the
vertical minimum distance.
Minimum
Protection
Area
x
x
x
x
x

14. 14
ErthCoverings’ new logo was designed to optimize legibility even
at the smallest of sizes. If a space requires a smaller application –
on a pen, for example – it’s recommended to exclude the support
line “Coverings”. Finally, although the logo is readable while small,
remember that different printing processes might not deliver an
optimum result.
A golden rule for sizing the logo: ErthCoverings is a premium brand,
so avoid going too big as well. Prioritize white spaces and layout
harmony to create an elegant brand presence.
1 1/2 in
1 in
3/4 in
1/2 in
Minimum
Sizes

15. 15
4 colours (CMYK)
or 2 colours (Pantone)
1 colour versions with
50% shade on E
Solid 1 colour versions
Correct Applications:
Colours

16. 16
Never alter the proportions.
Do not stretch or compress the
logo in any way.
Never alter colours.
The only permitted colours are
the versions explained on the
previous page.
Don’t apply any kind of
perspective.
Do not distort or rotate the logo.
Don’t use effects of any sort.
No drop shadows, no glow, no embossing,
no 3D or extrusion, no outlines,
no gradients.
Application
Don’ts

17. 17
Design
elements
and style
guide
for web
and print.

18. 18
ErthCoverings’ selection of hues and tones was inspired by natural elements such
as earth, sand and stone, and by classic paintings that utilized pigments extracted
from nature.
The orange tonalities derived from the logo are intended to be used as accent
colours for buttons, call-to-actions and other attention grabbers. They are vibrant
and subconsciously tell the audience of the importance of the highlighted
information. But no more than 5-10% of the page should use those warm variants.
Overuse will tend to add too much dynamism to a layout that needs to feel as
peaceful and comfortable as the spaces ErthCoverings helps create.
Backgrounds and secondary visual elements will prioritize the use of softer, calmer
and more serious colours to convey refinement and the classic look and feel of a
premium brand.
Colour
Palette

19. 19
Highlight Colours:
Warm Tones
Secondary Colours:
Reassuring and Refined
Erth Lavastone Black
CMYK 0, 15, 25, 95
RGB 50, 38, 30
HEX 28251C
PANTONE Black 4 C
Benjamin Moore 2118-10
Ash Limestone
CMYK 57, 51, 56, 23
RGB 104, 101, 94
HEX 68, 65, 5E
Terracotta
CMYK 0, 90, 95, 15
RGB 207,56, 35
HEX CF3823
Grey Wolf
CMYK 30, 25, 25, 0
RGB 181, 179, 179
HEX B5B3B3
Silver Fox
CMYK 6, 5, 5, 0
RGB 236, 235, 234
HEX ECEBEA
Erth Lava
CMYK 0, 90, 95, 0
RGB 239, 65, 41
HEX EE4128
PANTONE P 45-8 C
Benjamin Moore 2011-10
Blustone
CMYK 10, 5, 0, 70
RGB 97, 101, 109
HEX 60656D
Mountain Grey
CMYK 26, 22, 25, 0
RGB 190, 186, 181
HEX B3BAB5
Clay
CMYK 0, 90, 95, 30
RGB 178, 46, 26
HEX B22E1A
White Wolf
CMYK 5, 3, 3, 0
RGB 239, 240, 241
HEX EFF0F1
Coral White
CMYK 1, 0, 0, 1
RGB 247, 249, 251
HEX F7F9FB
Dover Cream
CMYK 0, 3, 8, 3
RGB 246, 236, 224
HEX F6ECE0
Kakadu Green
CMYK 8, 0, 4, 2
RGB 226, 239, 237
HEX E2EFED
Colour Palette
Highlight and
Secondary
Colours

20. 20
A Natural Feel
Use the colour picker tool from
your favourite software to
capture these tones and use
them on your layouts.
Colour Palette
Complementary
Colours

21. 21
Light – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Regular – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Medium – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Semibold – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Bold – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Thin – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Light– AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Regular – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Medium – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Bold – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
ExtraBold – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Black – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
A serif typeface with a very classic feel, yet with
a modern touch that makes it look timeless
and elegant. With a resemblance to the
Mercedes Benz font style, it is very legible and
confers a timeless appearance to the brand. It
complements the newly redesigned logo, with
its architectural, geometrical and modern forms
to create the feel of a premium brand.
HEADLINE FONT
Halant
A versatile and humanist sans serif
typeface that is easy to read. It is ideal for
paragraphs and longer body copy and is
available in a variety of different weights.
It encompasses a modern elegance and
pairs seamlessly with the headline font.
BODY FONT
Alegreya
Sans
Typography
Fonts

22. 22
H1 HALANT REGULAR 52PX UPPERCASE HEX#28251C
H2 Halant Medium 45px HEX#28251c
H3 Halant Regular 36 px HEX#28251c
<H3>Headline</H3>
H4 Alegreya Sans Medium 24 px HEX#28251c
H5 Alegreya Sans Medium 18 px HEX#28251c
H6
P
Alegreya Sans bold 15 px HEX#28251c
Alegreya Sans Medium 15 px HEX#60656d
Headlines
Hierarchy
Text
Example
<H6>Alegreya Sans bold </H6>
<p>Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium
doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore
veritatis. Sed ut perspiciatis unde omnis iste natus error sit voluptatem
accusantium doloremque laudantium.
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium
doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore
veritatis. Sed ut perspiciatis unde omnis iste natus error sit voluptatem
accusantium doloremque laudantium, totam rem aperiam.</p>
Typography
for Web

23. 23
Using System fonts can sometimes be a challenge.
Example of headline using Erth’s print and web fonts.
Example of headline on Windows Documents.
Sharing files between computers using different systems or Office versions might
create a problem when using custom fonts. This would require third parties to install
font files just to be able to visualize the document as intended.
Only in these cases, such as when creating a Word, Excel or PowerPoint file, it is
permitted to use similar fonts available for Windows. They lack the same refinement
of Erth’s font collection, but they can keep a certain level of standardization and
professionalism across all of the documents produced by the company’s staff.
Editataque rem lati dolla doluptam fugit am voluptius.
Nam qui suntibea quae sus quam harciis aborit, optam int, occusandit
la quos ditinition pror maionse nisima experi dolorerepel ellecae iunt
qui aliae rem inciendae nit dolese plit hilit re maiossequat pos dent
quibus net vernatem aut arciis delecta volent.
Editataque rem lati dolla doluptam fugit am voluptius.
Nam qui suntibea quae sus quam harciis aborit, optam int, occusandit
la quos ditinition pror maionse nisima experi dolorerepel ellecae iunt
qui aliae rem inciendae nit dolese plit hilit re maiossequat pos dent
quibus net vernatem aut arciis delecta volent.
Typography
for Windows and
Microsoft Office
HEADLINE FONT
Georgia
BODY FONT
Calibri
Regular – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Bold – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Regular – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Bold – AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789

24. 24
CALL TO ACTION
CALL TO ACTION
CALL TO ACTION
CALL TO ACTION
Inactive Inactive
On Hover On Hover
Selected Selected
Disabled Disabled
CALL TO ACTION
CALL TO ACTION
CALL TO ACTION
CALL TO ACTION
Buttons: 1st Level Buttons: 2nd LevelIcons: Positive and Negative
Tools for
Professionals
Tools for
Professionals
Erth’s Toolbox
Erth’s Toolbox
Resource
Library
Resource
Library
Tools for
Dealers
Tools for
Dealers
People
are Saying
Lifetime
Warranty
Share / Pin
People
are Saying
Lifetime
Warranty
Share / Pin
Loyalty
Program
Loyalty
Program
Selection
Criteria
Selection
Criteria
Visualizer
Visualizer
Maintenance
Maintenance
Information
Information
Search
Search
Installation
Installation
FAQ
FAQ
Favourites Favourites
Cart
Un favourite Download Customer Care
Favourites Favourites
Cart
Un favourite Download Customer Care
Web Design
Elements

25. 25
Corporate
Identity

26. Stationery
26

27. Stationery
27

28. 28
Clothing
and
Gifts

29. 29
Clothing
and
Gifts

30. 30
Clothing
and
Gifts

31. 31
Clothing
and
Gifts

32. 32
Vehicle Fleet

33. 33
Vehicle Fleet

34. 34
Vehicle Fleet

35. 35
Corporate Templates
Print Ads
Lorem ipsum dolor sit amet,consectetur
adipiscing elit.Maecenas viverra lectus non
elit ultrices,sed fermentum nisi tincidunt.
Vestibulum ante ipsum primis in faucibus orci
luctus et ultrices posuere cubilia Curae;
In varius mollis orci eget efficitur.Phasellus
pharetra est id mauris convallis,non imperdiet
massa sodales.Suspendisse in ante odio.
erthcoverings.com
Beauty
Set in
Stone.
Lorem
ipsum
dolor
sit amet.
Lorem ipsum dolor sit amet,consectetur adipiscing elit.
Maecenas viverra lectus non elit ultrices,sed fermentum
nisi tincidunt.Vestibulum ante ipsum primis in faucibus
orci luctus et ultrices posuere cubilia Curae;
In varius mollis orci eget efficitur.
Lorem
ipsum
dolor
sit amet.
Beauty
Set in
Stone.
DOV-CAS DOVER FOS-CAS FOSSIL FOS-CAS FOSSIL
905.265.8565
erthcoverings.com

36. 36
Corporate Templates
Product Sheets

37. 37
Corporate Templates
Technical Documents

38. 38
Corporate Templates
Technical Documents

39. 39
Corporate Templates
Technical Documents
Detail
Drawings
INSTALLATION OVER Z-GIRTS
1.Brick Detail
2.Parapet Detail
3.Pre-Cast Sill Detail
4.Window Head Detail
5.Window Jamb Detail
6.Wall Base Detail
INSTALLATION OVER SHEATHING
AND WOOD STUDS
7.Pre-Cast Sill Detail
8.Wall Base Detail
9.Pre-Cast Sill Detail-Window
10.EIFS Detail
11.Adjacent Finish Detail
12.Soffit Detail
13.Window Head Detail
14.Window Jamb Detail
15.Window Sill Detail
1
2
3
7
10
8 69 43
1113
12
14
5
2
1
7
8 3 9 6 4
14
12
1113
5 15
10
erthcoverings.com
Beauty
Set in
Stone.
Brick Detail
Installation over z-girts
BRICK VENEER
RODAND CAULKING
MINIMUM 3/8″
VERTICALZ-GIRTS
SPRAYFOAM INSULATION
10 MILCAVITYSYSTEM
1/2″ CEMENTBOARD
POLYMER MODIFIED MORTAR
ERTHCOVERINGSAS SPECIFIED
erthcoverings.com
Beauty
Set in
Stone.

40. 40
Corporate Templates
eBlasts

41. 41
Communication
Guidelines

42. 42
Naturally the best.
Perfected by Nature.
Time makes perfection.
Inspired by Nature. Perfected by
hands.
Inspired by Nature.
Nature and craft at its best.
The elements conspire in your favour.
Be the first to cast the stone.
Inspiration, carved in stone.
Brand
and
Voice
Tonality
When communicating to customers,
designers, architects, installers and its
sales chain, ErthCoverings assumes
a market leader approach. We make
sure our audiences perceives the
brand as highly competent, reliable,
and premium. We want to ensure
that people feel confident about their
choice in a product that is recognized
for its superior quality, easy installation,
innovative looks and design flexibility,
one that matches with many different
tastes and styles.
Yet, when you know you offer the best
option, there is a thin line between
sounding confident and sounding
arrogant. ErthCoverings offers a superior
product, but they do so using an
approachable and inclusive tonality.
Possible headlines and call-outs to be used in sales materials and on the website.
The Stepping Stone to Style.
Quality is natural.
Beauty is natural.
Artisan style. Natural beauty.
Artisan inspiration. Natural beauty.
Artisan class. Natural beauty.
Artisan elegance. Natural beauty.
Artisan’s touch. Nature’s signature.
Premium stone veneers. Natural
elegance.
Nature’s signature for your home.
Nature’s signature.
Variations of the tagline are totally
allowed and encouraged.
Quality set in stone.
Certainty set in stone.
Set your style in stone.
The best is set in stone.
The Reinvention of the Stone Age.
Welcome to the Stone Age.
The Heart of the Stone.
The majesty of nature at your home.
The majesty of nature. The magic of
details.
From nature to your personal habitat.
Make your bathroom your own
personal spa.
Your own natural feel.
Your own natural style.
Nature’s best impression.
Try to call the attention of the audience with something catchy and clever, creating an emotional
connection or an analogy to something beautiful, meaningful, artisanal or precious.

43. 43
Product Attributes and
Key Selling Points
ErthCoverings doesn’t compete for price.
We acknowledge that we offer a superior
product and we want our customers
to make a confident decision when
renovating or decorating their homes.
When writing for web, advertising, sales
support materials and collaterals, or any
communication piece that will present
our key selling points, refer to this
section in order to choose some of our
differentiators what will matter most to
the target in a specific campaign:
The Things You See
Perception: our products create a great
impression where they are installed.
They promote a sense of grandness
and elevate the perception of the
environment.
Premium:each piece of stone we use has
millions of years of history that makes it
unique. No single box of ErthCoverings’
products is equal. Our stone selection
criteria, our strict assembly procedures
and our differentiated collections all
help to create a more prestigious and
consistent product.
Consistency: each batch has to be
consistent in colour and texture, and
flat panels and corner panels are
made from the same batch. Each lot is
colour matched and approved prior to
shipment, with all orders being inspected
before they leave the production facility.
When natural colour variation in stone
occurs, dealers are informed and new
samples are provided. Consistency is key,
perception is everything.
Uniqueness: we source different
quarries around the globe in order
to offer exclusive lines of products,
unmatched in the industry.
Ease-of-Use: our product is always
designed with usability and versatility
in mind. Homeowners renovating their
homes must get great results even when
installing the product themselves.
Precision: each stone saw used to cut
raw material is inspected and calibrated
daily according to stringent standards,
ensuring straight cut panels and
tiles that fit tight and leave no gaps
after installation. Our products are
warehoused in a climate-controlled
environment to reduce further
variations.
The Things You Get
Quality Control: because product
quality is of such importance to us
we have partnered with our suppliers
to establish rigorous quality control
processes guided by our code of
standards. Every ErthCoverings product
goes through a checklist with 42 points
of quality control, from raw materials
to packaging and delivery. Our policies
are extended to selecting only the best
stores and to referring only qualified
partners and vendors, and we absolutely
refuse to conduct business with
suppliers who do not meet or exceed
these standards.
DesignedforEfficiency: home builders
and renovators that utilize ErthCoverings
products in their projects qualify for extra
points toward LEED (Leadership in Energy
and Environmental Design) Certification.
Sustainability: our panels use 100%
post-industrial-waste material, collected
from stone producers and quarries,
resulting in reduced quarrying, lower
consumption of raw materials, reduced
energy required to extract raw materials,
reduced transportation emissions,
and less energy and material required
to install each square foot of product.
An environmentally friendly solution
that minimizes ecological impacts by
maximizing the use of already extracted
stones.
Social Responsibility: ErthCoverings
condemns poor work conditions. Our
facilities, spread throughout different
parts of the world, must be exemplary in
terms of promoting a healthy and safe
work environment; equipped with fresh
running water; places employees and
their families are proud to be a part of;
and where clients can be sure they are
choosing a clean and conscious product.
Lifetime Warranty: ErthCoverings only
develops products that excel in terms of
longevity. As a natural material, stone
colours and texture may vary over the
years, but our collections are designed to
last and to satisfy our customers for life.
Knowledge: our business relies on
experienced people that know exactly
how to assemble each unique stone
tile we produce so that we can offer
a differentiated product, and so that
DIYers or installers can be provided with
clear instructions and their projects will
look exactly as desired.
Service Excellence: for dealers,
ErthCoverings provides marketing
support and ensures that all samples
and product information are kept
up-to-date. For installers, we provide
technical support as well as testing
data, and on-site support when
required. For customers, any product
deemed damaged or unusable will be
returned and exchanged at our expense.
Our brand prides itself of offering
unmatched customer service.

44. Photography:
Creating
a New
Image Bank
44

45. 45
Photography:
Creating
a New
Image Bank
These samples, taken from the internet, exemplify the intended art direction
when producing new photography for ErthCoverings. They highlight the
stone veneers and tiles being used in the following ways:
A focus on the feature wall, generally centralizing on the stone finish.
The product is the star of the show.
The pictures have their angles corrected (normally caused by lens
distortion) and are very precise, with parallel, straight lines.
Perfect use of light and shadows to enhance the texture, the 3D effect
and the way the stone interacts with the ambiance.
A consistent colour palette with emphasis on whites, beiges, browns,
greys and blacks to create a natural, comfortable and refined space.
Even when presenting a very calm colour palette, the addition of accent
lights, colourful greenery and other objects add warmth to the photo’s
composition.
Life is felt in the room through the use of people (without making them
the center of attention), plants, etc. Natural objects and organic shapes
also help by breaking the rigid lines of the architecture.
Sample photography-product application
Sample photography-product application

46. 46
Erth Coverings Brand Manual and Style Guide 2018. Project designed by NGEN Communications. All rights reserved. This is an
internal document. The strategies contained in this file are proprietary, confidential and provided for the exclusive consideration
of the person that it was intended for. Acceptance of copies either written or in electronic form signifies the recipients’ agreement
that none of the information contained in this document shall be released or made available to persons within the recipients’
organization who do not have a need to know or who are not otherwise involved in the evaluation of marketing decisions. Unless
otherwise required by law, this information must not be disclosed, directly or indirectly, to any other offer or competitor, without the
prior written consent of Erth Coverings and NGEN Communications ©2018.