BRAND IDENTITY GUIDE. A branding manual for Crete Carrier Corporation. Revised July 2015

Transcription

1 BRAND IDENTITY GUIDE A branding manual for Crete Carrier Corporation Revised July 2015

2 INTRO. A firm handshake. A clean cabin. An engine roar. First impressions matter, and this adage also applies to corporate identity. New members of our audience first encounter our brand anywhere from a truck trailer to a Facebook post, so it s crucial that we work together in streamlining our message and look. Successful branding clearly conveys a company s spirit and services through name, symbol, and design, and that includes specific colors, logos, typefaces, and more. We ll show you what we mean. 3 Companies 4 Seven Principles 5 Colors 6 Logos 12 Typefaces Social Media 2

3 COMPANIES. Founded in 1966, Crete Carrier Corporation, along with operating division Shaffer Trucking and whollyowned subsidiary Hunt Transportation, Inc., ranks as one of the largest privately owned trucking companies in the country. Crete Carrier Corporation Dry Van Services Temperature Control Services Specialized Flatbed Services Crete Carrier provides dry van service, Shaffer Trucking offers temperature-sensitive service, and Hunt Transportation covers flatbed and specialized transportation. From our corporate headquarters and central dispatch located in Lincoln, Nebraska, we supervise an extensive fleet of modern equipment operated by experienced drivers serving shippers and receivers throughout the country. Crete Carrier employs more than 4,200 drivers, and its fleet consists of more than 3,900 tractors and 9, foot dry van trailers. 3

4 SEVEN PRINCIPLES. There are no shortcuts isn t just a fancy slogan. It s the culture that drives our business whether you re a truck driver, shop worker, or office employee. 4 We lead by example. We believe in long-term performance over short-term gain. 1 We stress safety first and foremost. It s no accident that we made safety our company s first principle for success. 5 We work hard to be the best trucking company in America. Not necessarily the biggest, but the best in everything we do. 2 We say what we mean and mean what we say. We keep the promises we make, to our drivers and our customers. 6 We exercise mutual respect. We earn it and demonstrate it through our actions. 3 We re ethical. We do the right thing, even when no one is watching. 7 We believe in having fun. We work hard, we play hard, and we enjoy the journey. 4

5 COLORS. Color us excited to share the specific shades of Crete Carrier Corporation s three companies. We use the industry standard Pantone Matching System (PMS), which means that logo colors on our printed materials should match no matter the print shop or their equipment. Pantone colors also extend to paint, plastic, and fabric. There are alternate systems for creating color in print and online, so we ll share those specs in case you need them. CRETE CARRIER RED Pantone 186 C CMYK 2 / 100 / 85 / 6 RGB 200 / 16 / 46 Hex #C8102E BLACK CMYK 0 / 0 / 0 / 100 RGB 0 / 0 / 0 Hex # PANTONE COOL GRAY 3 C CMYK 8 / 5 / 7 / 16 RGB 200 / 201 / 199 Hex #C8C9C7 SHAFFER TRUCKING BLUE Pantone 2945 C CMYK 100 / 53 / 2 / 16 RGB 0 / 76 / 151 Hex #004C97 SECONDARY SHADES WHITE CMYK 0 / 0 / 0 / 0 RGB 255 / 255 / 255 Hex #FFFFFF PANTONE COOL GRAY 7 C CMYK 20 / 14 / 12 / 40 RGB 151 / 153 / 155 Hex #97999B HUNT TRANSPORTATION MAROON Pantone 194 C CMYK 8 / 100 / 55 / 37 RGB 155 / 39 / 67 Hex #9B2743 5

6 LOGOS. Take your pick. You ve got some options as far as arrangement and color, but don t get too crazy. Black Reversed from red Stacked logo in red Reversed from black Reversed from dark gray The stacked logo offers better visual impact with its compact real estate. The two registered trademark symbols help identify this logo as the correct version. USE: The Crete Carrier Corporation logo is to be used anytime you are trying to convey all three companies at one time. For example, on CreteCarrier.com, the corporate logo is the main logo used on the website because the site includes Crete Carrier, Hunt Transportation, and Shaffer Trucking. Use the individual company logos when you are speaking to only that specific company. ¾ in. minimum width Height of respective Carrier C determines minimum zone free of text or graphics. 6

7 LOGOS. Stacked logo in red Horizontal logo in red Black Reversed from black Black Reversed from black Reversed from red Reversed from dark gray Reversed from red Reversed from dark gray The stacked logo offers better visual impact with its compact real estate. The two registered trademark symbols help identify this logo as the correct version. The horizontal variation should be used when it s a better fit or if you want to include the corporate tagline. Note the trademark symbol after shortcuts in addition to the registered trademarks. ¾ in. minimum width 1 ¼ in. minimum width Height of respective Carrier C determines minimum zone free of text or graphics. Height of respective Crete C determines amount of clear space around the logo. 7

8 LOGOS. Stacked logo in blue Horizontal logo in blue Black Reversed from black Black Reversed from black Reversed from blue Reversed from dark gray Reversed from blue Reversed from dark gray Pick the stacked logo for a more compact option, and the registered trademark is part of the logo. Percy is a puffin, not a penguin, and note the shades on his beak (blue and black versions). Use the horizontal version when it s a better fit or if you want to include the corporate tagline. Be sure to include the trademark symbol after shortcuts in addition to the registered trademark. ¾ in. minimum width 1 ¼ in. minimum width Height of respective Shaffer S determines clear space below and beside the logo. Height of respective Shaffer S determines minimum zone free of text or graphics. 8

9 LOGOS. Stacked logo in maroon Tagline logo in maroon Black Reversed from black Black Reversed from black Reversed from maroon Reversed from dark gray Reversed from maroon Reversed from dark gray The stacked logo is essentially the same as the tagline version, though slightly more compact. Be aware of the registered trademark symbol in both. Choose this variation when you want to include the corporate tagline, which is followed by a trademark symbol. ¾ in. minimum width 1 in. minimum width Height of respective Transportation T determines minimum zone free of graphics. Height of respective Hunt H determines amount of clear space around the logo. 9

10 LOGOS. The Patriot Fleet honors those who have served in the U.S. armed forces and includes our drivers, office, and shop employees with veteran status. These logos are utilized for various Patriot Fleet materials, including specially wrapped trucks assigned to select veteran drivers. Full-color logo One-color logo 10

11 LOGOS. All together now. Our three corporate logos look best side by side as stacked versions (three taglines would be a bit redundant) and should be scaled as shown. When two or three logos appear together, the Crete logo should be placed first (as the parent company) and Shaffer second (as the company more similar to Crete). ¼ in. minimum between logos ¼ in. minimum between logos When logos appear together, the width of the respective Carrier, Trucking, and/or Transportation is equal. Align the bottom of Carrier and Trucking. Align the bottom of the 1 and the arrow. 11

12 NO-NOS. You don t intentionally call someone by the wrong name (psst... it s not Crete Carriers); likewise, you shouldn t misuse a corporate logo. We reluctantly provide poor examples of logos that apply to all of our companies and should be immediately forgotten. Please don t try this at work. The most common offender. Include registered trademark symbols. Don t change a logo to an unapproved color. Don t scale parts of a logo. Don t separate elements of a logo... Don t mix colors or use incorrect specs. Don t stretch a logo out of proportion....or push them together. Only use the current versions of a logo. Nope. 12

13 TYPEFACES. All fonts aren t created equal, and these ones have the distinction of conveying our written voice. We ve provided alternate options for those with a smaller selection. Memphis LT Std ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz !@#$%^&* Light Light Italic Medium Medium Italic Bold Bold Italic Extra Bold We primarily use this typeface for headlines and subheadings. Alternative: Rockwell Univers LT Std ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz !@#$%^&* 45 Light 45 Light Oblique 55 Roman 55 Oblique 65 Bold 65 Bold Oblique 75 Black 75 Black Oblique This typeface works well for subheadings as well as large body copy. It can also be used for headlines. Alternative: Arial 13

14 TYPEFACES. Janson Text LT Std ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 55 Roman 56 Italic 75 Bold 76 Bold Italic We usually choose this typeface for small body copy, especially large amounts of it. Boston Traffic ABCDEFGHIJKLM NOPQRSTUVWXYZ Regular This typeface is only utilized for headlines related to the Patriot Fleet. Alternative:: Stencil Alternative: Garamond 14

15 . Just because you can add a cat photo to your signature doesn t mean you should. There are six approved options to choose from, and you can download them along with instructions on OpenRoad. -- First/Last Name Position Title Crete Carrier Corporation O F C First/Last Name Position Title Shaffer Trucking O F C First/Last Name Position Title Hunt Transportation, Inc. O F C First/Last Name Position Title Crete Carrier Corporation Shaffer Trucking Hunt Transportation, Inc. O F C First/Last Name Position Title Crete Carrier Corporation Shaffer Trucking O F C First/Last Name Position Title Transportation Claims O F C John Doe Director of Puffin Branding Shaffer Trucking O F C The two hyphens are a signature delimiter, which most services use to identify where the body ends. Note that the typeface used is Arial (10 pt), and all of the text is bold except the vertical bars and phone numbers. In s and elsewhere, we use periods instead of hyphens to format phone numbers. 15

16 SOCIAL MEDIA. Our brand extends from the printed page to the digital screen, and here s how you can connect with us CreteCarrier.com ShafferTrucking.com HuntTransportation.com WeHireVeterans.com #CreteCarrier #ShafferTrucking #HuntFlatbed #PatriotFleet /CreteCarrierCorporation /ShafferTrucking /CreteCarrierCorp /ShafferTruckJobs /HuntTransportation /MilitaryVeteransJobs 16

17 QUESTIONS? Any exceptions to these guidelines must be approved, and further questions regarding graphic or editorial style should be directed to the Crete Carrier Corporation marketing department: Thanks for helping steer our brand.