Brand Identity Overview

Genuine Stone and the Coin Logo are registered trademarks of the Natural Stone Council. They can be used separately or together. When used together, the combination is referred to as the “Genuine Stone Logo”. This identity system was developed to create a distinct and consistent visual image for Genuine Stone® . Careful use of the Genuine Stone® Logo and other elements of the visual system help unify and establish a strong brand. This document covers rules to follow for those responsible for implementation of the identity system. It describes best use of the Genuine Stone® Logo, colors and elements. A strong brand carries many advantages. If a brand name has strong positive associations – such as superior quality, inclusivity and noble aspirations – consumers will be predisposed towards services carrying that brand name. As a result, a strong brand can help an entity reach its goals, as well as withstand the ups and downs of the market. Creating a strong brand requires a clear, simple and unified approach. This is accomplished by: A common look – One identity and design system Unified messages – Clear positioning and value propositions Being brand ambassadors – Reinforcing brand initiatives through consistent use of the Genuine Stone® Logo.