CalumetStyleGuide

calumetstationery 4.0 letterhead date issued 30JUN06
calumet style guide

calumetcontents date issued 30JUN06
1.0 introduction
2.0 logo
2.1 logo signature
2.2 tagline
2.3 incorrect usage
3.0 fonts
4.0 colours
5.0 packaging
5.1 samples
6.0 collateral materials
7.0 sales flyer
7.1 spread / 3 columns
7.2 spread / 4 columns
7.3 spread / product presentation
8.0 advertising
8.1 single product ad
8.2 newspaper ad
8.3 multi-page ad
9.0 featured photographers
10.0 stationery
10.1 letterhead
10.2 business card
11.0 powerpoint
11.1 template
12.0 contact information

calumetintro 1.0 date issued 30JUN06
Welcome to the new Calumet style guide. It has been put together to show the new corporate look for Calumet that has
been developed over the last few months. The objective of this new look is to project the Calumet brand in a compelling
and consistent way.
Why is this important? Because fundamentally a brand is made up of the perceptions that people have for it and if they
have a poor or inconsistent view of our brand, then we reduce its value to them and undermine our ability to meet our
commercial objectives. Equally, if we project our brand to our customers and potential customers in a way that is relevant,
engaging and aspirational then they will value us for our benefits, giving us their custom and their loyalty.
So what should the Calumet Brand be like? First of all we need to understand our intended customers. There are the
professionals of course. But now, with the relative reduced cost of high-end equipment and increased ease of use, there
is a growing overlap of advanced amateurs and professionals. Calumet is uniquely placed to cater for the more committed
advanced amateurs, a group we call ”PHOTOCRATS”.
We have established a focus for the Calumet brand which is encapsulated in the brand pyramid below. These are the
principles that act as the brief for the new design, and should be the principles upon which anything we do as Calumet is
based.
the calumet target
pros
photocrats

calumetintro 1.0 date issued 30JUN06
The vital and consistent expression of the Calumet brand will be fundamental to reaching our
goal of extending our position as the world’s leading top-end photographic retailer and joining
the club of world-class brands.
The guide itself includes items that you yourself will be able to take and adapt for your own
purposes in your own markets, e.g., the Calumet Focus sales flyer, stationery and black-and -
white product-press advertising. It also includes other items more for your information, e.g.,
packaging and brand advertising, to give you a better feel for the way Calumet intends to project
itself from now on.
What is important is that the guide is used to create consistency in our public face and across
all our operations, from a coffee mug to an exhibition stand, from the U.S. to Europe.
Steve Sammons
To
empower
the world of
image makers.
Edgy, Professional,
Welcoming, Infectious
Enthusiasm.
Calumet is the one stop centre of
excellence for all your photographic needs.
Satisfied, Understood,
Being part of the community, Inspired.
Easy access through all sales channels, one-stop imaging resource,
relevant edited selection, value for money, people who know.
ESSENCE
PERSONALITY
PROPOSITION
EMOTIONAL
REWARDS
FUNCTIONAL
BENEFITS
So everyone inside the company and out
knows who we are and what we stand for.
The personality of the brand
are traits we share with our clients.
This sets Calumet apart.
It defines the Calumet offering,
both online and in our stores.
What the brand does
for our consumers on
an emotional level.
How our products
and services deliver
the rewards that our
customers seek.
the calumet brand pyramid exists for one reason:
to crystalize our identity.

calumetlogo 2.0 logo date issued 30JUN06
The logo has been very slightly redrawn to remove some inconsistencies, and kerned (the letters re-spaced) to achieve a
more elegant and balanced corporate symbol. The word ‘photographic’ has also been reduced in weight to prevent the
counters, that is the spaces inside the letters, from filling in when used at smaller sizes. It has also been kerned and
resized to achieve better visual alignment with the brand name.
2 Color
100% Pantone 185
100% Black
4 Color Process
Calumet Red = 100m 100y
Calumet Black = 40c 30m 30y 100k
1 Color
100% Black
2 Color
100% Pantone 185
100% Black
4 Color Process
Calumet Red = 100m 100y
Calumet Black = 40c 30m 30y 100k
1 Color
100% Black
Use this version in all
Calumet marketing material
and advertisements
This version is for use in all corporate
and internal material. DO NOT use in
any marketing material.

32 4
calumetlogo 2.1 signature date issued 30JUN06
Calumet_bl_2c.eps
Calumet_bl_bw.eps
Calumet_bl_CMYK.eps
Calumet_nbl_2c.eps
Calumet_nbl_bw.eps
Calumet_nbl_CMYK.eps
Calumet_nbl_CMYK.eps
1
1 Company Name
2 Brandline
bl = brand or tagline
nbl = no brand or tagline
3 Color
2c = PMS 185 and Black
CMYK = Process Color
bw = black and white
4 File Extension
eps = Encapsulated Postscript File
All logo art was created and saved with Adobe Illustrator CS2. Files may be downloaded from calumetartwork.com.

calumetlogo 2.2 tagline date issued 30JUN06
Our new tagline is ‘IT’S WHERE THE PROS GO’. This replaces ‘THE PHOTO EXPERTS’ as our strategic positioning
statement, and is designed to reflect our position as the pre-eminent supplier of photographic equipment to the best
photographers in the world. It should always be used in the form shown here. It rarely appears without the Calumet logo,
and permission should be sought to do so. The tagline should be used on all advertising and promotional material, but not
on corporate/internal material.
The logo must be displayed in a field of black, with a minimum space of twice the width of the letterform “C” equally spaced
around the logo . When used in four-color process printing, a rich black (40c 30m 30y 100K) is highly recommended.
IT’S WHERE THE PROS GO
MINIMUM SIZE: 1” [25MM] WIDTH
X X
X X
XX
X X

calumetlogo 2.3 Incorrect Usage date issued 30JUN06
Incorrect uses of the Calumet logo
These are examples that illustrate common misuses of the Calumet logo. Always use the authorized electronic logo art
provided by Calumet.
DO NOT distort logo in any way.
DO NOT add any other color than
black behind the logo.
DO NOT reverse out of any
other color than black.
DO NOT move tagline position.
DO NOT try and recreate the
Calumet logo using fonts.
DO NOT crop the logo in any way. There is a
designated amout of black spaced around the
letterforms. (see 2.0 logo)
DO NOT add a screened black to the logo DO NOT add an image behind logo.
CALUMET
PHOTOGRAPHIC

calumetfonts 3.0 font usage date issued 30JUN06
We have chosen two new fonts to be used in all communications, corporate literature and packaging.
They are DIN, which is used for main headlines and in some cases body copy, and Helvetica condensed, which is used as
an alternative body copy font where space is at a premium, e.g., within the Calumet Focus sales flyer.
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
DIN-light
DIN-regular
DIN-medium
DIN-bold
DIN-black
Helvetica Condensed

calumetcolours 4.0 color usage date issued 30JUN06
Apart from Calumet red, black and of course white, we have introduced a new colour, a blue grey to complement them and
to be used where a different accent is required. It can be used solid or in tints. There are various examples in this guide
where you can see its use.
Pantone: 5425
CMYK: 35/9/0/36
Pantone: 185
CMYK: 0/100/100/0
Black
CMYK: 40/30/30/100

calumetpackaging 5.0 samples date issued 30JUN06
The Calumet brand product range packaging has been redesigned. The objective is to modernise the look of our products
and to emphasize their premium nature as well as to introduce some conformity across the store. The examples here
demonstrate how the new look will be applied to a variety of product ranges.
Colours:
Always put the product name and description in the black area.
The grey is Pantone 5425, and the logo set at 85% tint of Pantone 5425.
Put all information copy on the back of packaging, white out of black.
Font / Product Name:
DIN Bold, all lower case
Font / Product Description & size:
DIN Regular, all lower case
TOP LABEL SIDE LABEL
label
label

calumetpackaging 5.1 samples date issued 30JUN06
FRONT
BACK
hang-tag
box

calumetcollateral 6.0 seamless paper date issued 30JUN06
A similar design rationale will be applied to store product literature as has been applied to the packaging itself. This
example shows how a simple line drawing style may also be used for product illustration purposes.
Carnation 17 Rose Pink 49 Damson 62
Maize 18 Sulphur 50 Tropical Green 13
Lagoon 06 Cobalt 09 Ceramic Blue 41
Lobelia 02 Larkspur 55 Sea Blue 07
Oyster 33 Champagne 65 Barley 66
Chestnut 67 Peat Brown 20 Sea Mist 24
Cloud Grey 21 Smoke Grey 88 Seal Grey 04
Mandarin 39 Cherry 56 Crimson 27
Summer Green 63 Chromagreen 54 Apple Green 31
Riviera 61 Chromablue 82 Oxford Blue 01
Crocus 29 Royal Purple 68 Marble 64
Banana 26 Hazelnut 25 Cedar 48
Silver Birch 30 Platinum 23 Storm Grey 58
Charcoal 57 Black 97
Copper 40 Sunflower 35 Buttercup 14
Spruce Green 12 Leaf 10 Aqua 59
Polar White 28 Archtic White 93 Sky Blue 60
calumet seamless
background paper
available in 50 colours
see back of card for sizes
flame retardant paper available by special order
3.55x30 metre rolls are available in 4 colours
White 90 Chromablue 82
Smoke Grey 88 Black 97
OUTSIDE
SWATCH BOOK
INSIDE

calumetsales flyer 7.0 cover layout date issued 30JUN06
IN GEAR WITH STEVE GRUBMAN
The windy-city shooter speaks his mind. Page 12
WHAT’S NEW AT CALUMET
Our latest offerings. Page 2
DSLR DEALS
Unique savings opportunities. Page 8
LIGHT UP YOUR LIFE
Lots of lighting specials. Page 10
july/august 2006
©SteveGrubman
Steve Grubman
FOCUS:
Font: DIN Medium
Type size: 94pt
Tracking: -12
PHOTOGRAPH:
Height: 65mm
Bleed on left and right.
LOGO with strapline:
Width: 55.5mm
Height: 25.5mm
MARGINS:
Left: 10mm
Right: 10mm
Top: 10mm
Bottom: 11.5mm
CALUMET:
Font: DIN Light
Type size: 96pt
Tracking: -12
DATE:
Font: DIN Light
Type size: 15pt
Tracking: 0
PICTURE:
W: 194mm
H: 168mm
PICTURE:
W: 36.5mm
H: 40mm
55mm
HEADLINES:
Font: DIN Bold
Type size: 21pt
Leading: 20pt
Tracking: -5
COPY:
Font: DIN Bold
Type size: 12pt
Leading: 16pt
Tracking: 0
SPACE BETWEEN:
25pt
COPYRIGHT:
Font: DIN Regular
Type size: 7pt
Placed outside of image and
aligns with bottom of photo.
NOTE: When printing process four-colour, use a RICH BLACK (40c 30m 30y 100k).
Large image on cover use same aspect ratio as image in brand advertisments.
The sales flyer has been redesigned borrowing a more editorial look. The intention is to give more of a feeling of dialogue
between Calumet and it’s customers. This will be achieved by the inclusion of articles featuring Calumet’s professional
customers, either discussing their work, techniques they use or the type of equipment featured.
Products can also be shown in use in an editorial style rather than just as a cut out image with a description and price.
Quark files will be provided for you to use to generate your own sales flyers, incorporating the cover design and the internal
spreads, in both three and four column grids.

calumetsales flyer 7.1 spread / 3 columns date issued 30JUN06
PRODUCT HEADING:
Font: DIN Black
Type size: 12pt
Leading: 13pt
Tracking: -3
PANTONE 5425
PRODUCT COPY:
Font: Helvetica Neue
Condensed
Type size: 8pt
Leading: 13pt
Tracking: 0
DESCRIPTOR HEADING:
Condensed Bold
Type size: 7pt
Leading: 13pt
Tracking: 0
Space before: 1mm
Space after: 2mm
DESCRIPTOR COPY:
Condensed
Type size: 7pt
Leading: 10pt
Tracking: 0
DESCRIPTOR PRICE:
Condensed Bold
Type size: 7pt
Leading: 13pt
Tracking: 0
PHONE NUMBER &
WEB ADDRESS:
Font: DIN Bold
Type size: 10pt
Tracking: 0
PAGINATION:
Font: DIN Bold
Type size: 10pt
Tracking: 0
MARGINS:
Left: 8mm
Right: 8mm
Top: 10mm
Bottom: 10mm
COLUMN WIDTH:
60mm

calumetsales flyer 7.2 spread / 4 columns date issued 30JUN06
COLUMN WIDTH:
45mm

calumetsales flyer 7.3 product presentation date issued 30JUN06
Shooting Table
This lightweight shooting table
accepts any 4 x 8' Plexiglas, Masonite,
Formica or veneer surface (.125" is
recommended). It takes up minimal
space (48 x 60" at the base), rolls
anywhere easily and breaks down
quickly for convenient storage.
Plexiglas not included.
CB0915 $589.99
Calumet Boom Kits
With their unique double-beam
parallelogram design, these booms
maintain the lighting angle as you move
it up and down. They also feature quick
assembly and adjustable counterweights
for precise balance and optional
head extensions.
Compact Boom
with Stand Package
Compact boom measures 52" with a
reach of 32". Comes with a heavy-duty,
two-section Cine Stand with casters.
MF6240K $449.99
Standard Boom
with Stand Package
Standard boom measures 9.5’ overall
with a 6’ reach. Comes with a heavy-
duty, two-section Cine Stand and
casters. MF6245K $599.99
Panasonic
AG-DVC60 Camcorder
Designed for professional use, this
mobile, shoulder-mount Mini-DV
camcorder comes in a rugged-yet-
lightweight carbon fiber alloy body and
is a high-performance workhorse.
Key features include:
• Wide-angle, high-magnification
16X zoom len
• 1⁄4" 3-CCD with 410K pixels ea
• Optical image stabilization
• High-sensitivity slow shutte
• Full auto or manual shooting
with Zero Lux IR mode for super
nighttime shooting
• Professional-level audio with
XLR line/mic in
PU3120 CALL
SAMPLE
PRESENTATION
NO.1
Single item with only one
SKU. Use of PRODUCT A
HEAD, PRODUCT COPY and
PRODUCT PART NO/PRICE.
SAMPLE
PRESENTATION
NO.2
When product has more than
one SKU, the part no. and
price should use the “Line
Listing” style.
SAMPLE
PRESENTATION
NO.3
When product has more than
one SKU plus descriptive copy,
use the “B HEAD” style about
each entry.
SAMPLE
PRESENTATION
NO.4
Use when product has
descriptive copy plus features.
Umbrella Sale
Stock up and save on these high-quality
light modifiers. AU3045 features a
removable black cover for added
lighting versatility.
Description Part No. Was SALE
36" Silver/White AU3036 $34.99 $29.99
46" Silver/White AU3046 $44.99 $36.99
45" White Soft
Bounce AU3045 $29.99 $24.99
PRODUCT LISTING HEADER:
Font: Helvetica Condensed Bold
Type size: 7/10
Rule: .5pt. above and below
Offset: 30%
Colour: 100% Black
PRODUCT LISTING :
Font: Helvetica Condensed
Type size: 7/10
Rule: .5pt. below
Offset: 30%
Colour: 30% Black

WHEN STEVE ISN’T BUSY
SHOOTING IN HIS STUDIO,
YOU’LL FIND HIM SHOOTING
THE BREEZE AT OUR PLACE.
In his 12,000-square-foot Chicago studio, you can find Steve Grubman shooting everything from 5,000-
pound elephants to tiny, fluttering hummingbirds. And while Steve doesn’t just limit himself to animals, it’s his flexibility as a shooter that
allows him to capture the decisive moment with tough subjects. With flexibility like this, anything is possible — like making a Viper smile.
We spent some time with Steve, sharing some of his more memorable and challenging projects. You can enjoy the complete story, along
with a gallery of his images, on our website at www.calumetphoto.com/grubman. Steve
Grubman has been a Calumet customer for more than 20 years. Throughout this time he has
come to rely on us to provide him with his photographic equipment as well as our practical
advice to help him on his thrilling journeys — because it’s a jungle out there.
Steve Grubman
©SteveGrubman
©AndreaMandel
1.800.CALUMET [225.8638] www.calumetphoto.com
New York Boston Philadelphia Chicago San Francisco Los Angeles Santa Barbara Santa Ana San Diego
Belfast Glasgow Birmingham Liverpool London Manchester Amsterdam Rotterdam Antwerpen Berlin Düsseldorf Essen Hamburg München
cal_grubman_071106.qxd 6/9/06 11:05 AM Page 1
calumetadvertising 8.0 brand date issued 30JUN06
The brand advertising campaign is aimed at increasing Calumet’s customer base by targeting serious amateur
enthusiasts. To this end the campaign embodies the thought ‘IT’S WHERE THE PROS GO.’ Calumet’s credentials as the
place to go for superior advice is demonstrated using the example of our existing professional customers. The desired take
out is ‘If Calumet is where the pros come for equipment and advice, it must be the best place for me to go, too’. The beauty
of this campaign is that it can run globally, while using photographers local to each market.
BODY:
DIN Bold 8/19
Justified
40% Black
Last sentence should
base-align with tagline.
FOOTER:
If featured in a national
publication, show all major
markets world-wide. If in U.S.,
those cities take prescedent or
European cities. Reverse order
when advertising in Europe.
HEADLINE:
DIN Black 24/24 All Caps
Top-align and with height of
photographer’s image
First sentence of body aligns
with bottom of bio picture.
PHOTOGRAPHER’S
NAME:
DIN Bold 7/7
PHOTO CREDIT:
DIN Medium 6/6
40% Black
PHOTO CREDIT:
DIN Medium 6/6
40% Black
FLOAT AD:
Allow extra space on left side of ad for a right hand position in publication. Opposite holds true for
a left handed position.
NOTE: When printing process four-colour, use a RICH BLACK (40c 30m 30y 100k).
Large image in brand advertisement uses the same aspect ratio as image from FOCUS cover.

calumetadvertising 8.1 single-product ad date issued 30JUN06
Black and white newspaper advertising can carry one, or several products. However the aim is to include a headline
thought that gives a reason to come to Calumet above and beyond price. This should, where possible, communicate the
level of advice obtained at Calumet. All ads should include the tagline, ‘IT’S WHERE THE PROS GO’.

calumetadvertising 8.2 multi-product ad date issued 30JUN06
Black-and-white newspaper advertising can carry one, or several products. However the aim is to include a headline
thought that gives a reason to come to Calumet above and beyond price. This should, where possible, communicate the
level of advice obtained at Calumet. All ads should include the tagline, ‘IT’S WHERE THE PROS GO’.
$999.99
CANON 20D
1111 N. Cherry Ave.
Chicago, IL 60622
312.440.4920
M-F 8:30 - 5:30 / SAT 9 - 5:30 / SUN Closed
Plus, save an
additional $50
Purchase a 20D with a Canon PIXMA
iP6000D printer (normally $159.99)
for only $109.99!
The perfect DSLR for advanced
amateurs and professionals alike.
• 8.2 Megapixel CMOS sensor
• DIGIC II Image Processor
• 5 fps for up to 23 consecutive frames
• 0.2 sec. start-up time
• Large 2.5” LCD panel
• Six individual ink tanks
• Prints up to 8.5 x 11”
borderless images
Limited Availability!
In-store Only.
Body Only
051806_calumet_CT.qxd 5/16/06 2:41 PM Page 1
1111 N. Cherry Ave.
Chicago, IL 60622 • Free Parking
312.440.4920
M-F 8:30 - 5:30 / SAT 9 - 5:30 / SUN Closed
www.calumetphoto.com
instoreevents
Mastering a RAW Workflow
Whether you are shooting with a high-end point-and-shoot
camera, DSLR camera or digital back, this class will explore the
similarities and differences in all RAW processing applications.
Call 1.800.CALUMET (225.8638) to register.
Friday, July 14
10 a.m. to 1 p.m. • $$3300..0000
INKJET PRINTERS
GREAT AND SMALL
WE’LL HELP YOU FIND
THE PERFECT FIT
NO PAYMENTS, NO INTEREST UNTIL MAY 2007*
ONLY ON YOUR CALUMET CREDIT CARD! OFFER GOOD JUNE 17 - JULY 15
*Applies to purchases of all brands and all products made between 6/17/06 -7/15/06 on a GECAF consumer credit card account. Under the promotion, no monthly payments are required on the
promotional purchase and no finance charges will be assessed on the promo purchase as long as: (1) you pay the promo purchase amount in full by May 2007 (the "promo period"), and (2) you pay,
when due, the minimum monthly payments on any other balances on your account. If you fail to satisfy either condition, all special promo terms may be terminated and finance charges may be
assessed on the promo purchase amount from the date of the purchase. Payments are not reqquired on your promo purchase during the promo period. Optional credit insurance/debt cancellation
charges on your promo purchase are not deferred and are not subject to the promo terms. Standard account terms apply to non-promotional purchases. Variable APR is 22.98% as of 4/04/06. Fixed
APR of 26.99% applies if the minimum payment is not made by the payment due date two times in any six consecutive billing periods. Minimum finance charge is $1.00. Existing cardholders should
see their credit card agreement for standard terms. Offer is subject to credit approval by GE Money Bank. Prices good through 07/5/06. Canon and Epson products feature U.S. warranties. We
have made every effort to assure accuracy of all information and reserve the right to correct errors.
Epson R1800
Inkjet Printer
This eight-color pigment printer has red
and blue inks for a wider color range.
Matte and photo black inks and a gloss
optimizer help you add to the color
range depth. Print up to 13" wide with
sheet or roll paper.
REG. $549.99
$
49999
Canon iP6000D
Inkjet Printer
This six-color printer will produce
up to 8.5 x 11" prints direct from select
memory cards/PictBridge-compatible
digital cameras and DV camcorders.
A 2.5" LCD display and control panel
allow you to fine-tune your images.
REG. $139.99
$
9999
Canon Selphy
DS810 Compact
Inkjet Printer
Print photo-lab quality 4 x 6" PictBridge
prints in approximately 63 seconds!
This compact printer features a large
2.5" LCD display for easy viewing and
editing and allows for wireless printing
from select devices.
REG. $149.99
$
13999
Canon iP6220D
Inkjet Printer
Create stunning edge-to-edge prints
from 4 x 6" up to 8.5 x 11" with this
high-performance printer. It will
produce 4 x 6" photos in approximately
one minute. It features a 2.5" LCD
display for easy viewing and built-in
red-eye reduction.
REG. $149.99
$
13999
Epson RX620
All-In-One
Inkjet Printer
View, print, scan or copy traditional or
digital images with this multi-tasking tool.
And, you can print computer free. Just
download from a memory card, a
compatible camera or an external CD-R
drive. Prints from 4 x 6" to 8.5 x 11".
REG. $299.99
$
19999
After $100 Mail-in Rebate
Epson
PictureMate Deluxe
Inkjet Printer
View your photos in crystal-clear detail
on the premium 2.4" LCD display. Then
print using superior 6-color archival
pigment inks. Makes prints up to 4 x 6"
at a cost of only 29¢ per print. No
computer required!
NOW ONLY
$
18999
062906_calumet_CT.qxd 6/27/06 3:39 PM Page 1

calumetadvertising 8.3 multi-page ad date issued 30JUN06
The layout of the multi-page ads is based on the sales flyer. It follows the same grid of three or four columns, but with the
addition of a panel along the top and bottom of each page.

Whenever an image by a photographer is used, copyright has to be included.
Keep it in the bottom rigt hand corner, at point size 6.
calumetphoto 9.0 featured photographers date issued 30JUN06
EN STEVE ISN’T BUSY
OOTING IN HIS STUDIO,
U’LL FIND HIM SHOOTING
E BREEZE AT OUR PLACE.
00-square-foot Chicago studio, you can find Steve Grubman shooting everything from 5,000-
ngbirds. And while Steve doesn’t just limit himself to animals, it’s his flexibility as a shooter that
t with tough subjects. With flexibility like this, anything is possible — like making a Viper smile.
ome of his more memorable and challenging projects. You can enjoy the complete story, along
ebsite at www.calumetphoto.com/grubman. Steve
or more than 20 years. Throughout this time he has
s photographic equipment as well as our practical
s — because it’s a jungle out there.
©SteveGrubman
00.CALUMET [225.8638] www.calumetphoto.com
delphia Chicago San Francisco Los Angeles Santa Barbara Santa Ana San Diego
ondon Manchester Amsterdam Rotterdam Antwerpen Berlin Düsseldorf Essen Hamburg München
COPYRIGHT:
Font: DIN Regular
Type size: 6pt
Placed outside of photo aligned with its bottom
right corner.
Photographer’s Name: Option 2
Font: DIN Black
Color: White
Type size: 6-7pt (depending on length of name)
In a case where there is enough black space within
the photo, without obstructing the photographer’s
face, add name to photo.
Photographer’s Name: Option 1
Font: DIN Black
Color: White
Type size: 6-7pt (depending on length of name)
If photo of the photographer has a close crop, add a
.125 (00mm) black (rich black) bar below the picture .
Helen Smart Joel Grimes Adrian Houston
Steve Grubman
NOTE: Make sure the
photograper’s bio picture is a
four-color black-and-white image.
This will make for a richer photo.

The stationery has been redesigned to incorporate the new design feel. Quark files will be provided for you to generate
your own local stationery. NOTE: The logo is used without the tagline on all corporate pieces. The tagline is only used in
marketing materials.
900 W. Bliss Street
Chicago, IL 60622
t 312.944.2774
f 312.944.4035
U N I T E D S T A T E S U N I T E D K I N G D O M N E T H E R L A N D S B E L G I U M G E R M A N Y
John Doe
100 Main Street
Anywherre, USA 00000
Dear Photographer,
Thank you for visiting our booth during PhotoPlus Expo in New York City. Our show specials were such a big
hit that we’re extending our discounts until December 31, 2001. This exclusive savings is only being offered
to show attendees such as yourself. For a limited time, you can save 10% on all Calumet, Cambo, Balcar,
Bowens and Zone VI products and accessories. Choose from view cameras, studio stands, florescent
lighting, power pack systems, bags, cases, background paper, monolights, reflectors, soft boxes, enlargers,
print washers, darkroom tools and much, much more!
To redeem this offer, just bring this coupon to our New York Store or call 1-800-CALUMET (225-8638) and
mention code ZC3072A. You could also visit www.calumetphoto.com to browse our range of photo gear
included in this savings. Because this is such an exclusive offer, we are unable to redeem the coupon over
our Web site. It is still an ideal starting place to view our extensive selection of proprietary products.
We hope that you take advantage of our extended PhotoPlus Expo savings and see for yourself why Calumet
is the number one resource for professional photographic equipment and supplies.
We look forward to serving you.
Sincerely,
President
U N I T E D K I N G D O M U N I T E D S T A T E S N E T H E R L A N D S B E L G I U M G E R M A N Y
Calumet Photographic Limited. Part of the Calumet Professional Imaging Group. Registered & Head Office: Bradbourne Drive, Tilbrook, Milton Keynes, MK7 8AJ. Registered in England No. 425579.
Bradbourne Drive, Tilbrook
Milton Keynes, MK7 8AJ
t 01908 366344
f 01908 366322
FS502084
John Doe
100 Main Street
Anywherre, USA 00000
Dear Photographer,
Thank you for visiting our booth during PhotoPlus Expo in New York City. Our show specials were such a big
hit that we’re extending our discounts until December 31, 2001. This exclusive savings is only being offered
to show attendees such as yourself. For a limited time, you can save 10% on all Calumet, Cambo, Balcar,
Bowens and Zone VI products and accessories. Choose from view cameras, studio stands, florescent light-
ing, power pack systems, bags, cases, background paper, monolights, reflectors, soft boxes, enlargers, print
washers, darkroom tools and much, much more!
To redeem this offer, just bring this coupon to our New York Store or call 1-800-CALUMET (225-8638) and
mention code ZC3072A. You could also visit www.calumetphoto.com to browse our range of photo gear
included in this savings. Because this is such an exclusive offer, we are unable to redeem the coupon over
our Web site. It is still an ideal starting place to view our extensive selection of proprietary products.
We hope that you take advantage of our extended PhotoPlus Expo savings and see for yourself why Calumet
is the number one resource for professional photographic equipment and supplies.
We look forward to serving you.
Sincerely,
President
US LETTER
A4
BLACK BAND
1.75” (45MM)
ADDRESS
3” (76MM)
GREETING
4.5” (114MM)
BODY OF
LETTER
Font used
should be either
Arial or
Helvetica
Regular at 10/12
or single spaced.
INDENT
Letter should be indented .75” or 19mm to line up with logo.

calumetstationery 10.1 business card date issued 30JUN06
FRONT:
BACK:
900 W. Bliss Street
Chicago, IL 60622
t 312.944.2774 x2233
f 312.343.2781
d 800.457.1114
john.jones@calumetphoto.com
JOHN
JONES
Web Sales Representative
BODY: DIN Regular 7/10.5
There are five fields of information that maybe
used as needed. All must base align with
website. Top line should not excede a .25”
(6.35mm) from top trim.
DIN Black 9/10.5
DIN Black 9/10.5
NAME AND TITLE ARE
ALIGNED RIGHT, EVEN
WITH LOGO BELOW
DIN Black 7/10.5
NOTE: Cards should be printed on 110# Classic Crest Solar White Cover

calumetstationery 10.2 envelopes date issued 30JUN06

calumetpowerpoint 11.0 date issued 30JUN06

calumetpowerpoint 11.1 template date issued 30JUN06

CalumetStyleGuide

Recommended

Recommended

More Related Content

What's hot

What's hot (16)

Viewers also liked

Viewers also liked (6)

Similar to CalumetStyleGuide

Similar to CalumetStyleGuide (20)

CalumetStyleGuide