FRAG BRAND IDENTITY GUIDELINES

Transcription

1 FRAG BRAND IDENTITY GUIDELINES Blount International, Inc. May 2017

2 INTRODUCTION As Blount Team Members, we all play a role in protecting our company s brand equity one of our most valuable assets. The best way to protect and build this asset is consistent and accurate use of our brandmarks, taglines, colors and fonts. Every time you use a brand element in your printed and electronic communication, you are taking responsibility for ensuring compliance to these brand identity guidelines. We appreciate your efforts! This document gives you an overview of our brand identity as well as guidance for using graphic elements correctly when producing SpeeCo, Woods and Woods Construction brand communications. The specifications outlined here cover standard print and electronic applications. Special applications such as packaging, apparel, promotional merchandise, and dimensional pieces are not included and require consultation with a member of the FRAG Brand Marketing and Communications Team. When producing materials on behalf of one of our business partners, be sure to follow that company s brand guidelines, available from FRAG Brand Marketing and Communications. Again, we appreciate your efforts in ensuring compliance to the FRAG Brand Identity Guidelines. If you have questions or need additional guidance, please contact FRAG Brand Marketing and Communications at FRAGbrands@blount.com. 2 Blount International, Inc. FRAG Brand Identity Guidelines 2017

3 TABLE OF CONTENTS SpeeCo Brand Our Brandmark... 5 Incorporating Blount Identity... 7 Color Models and Values... 8 Usage and Misuse... 9 Color Palettes Typography Woods Brand Our Brandmark Incorporating Blount Identity Color Models and Values Usage and Misuse Color Palettes Typography Addendum Product Brands Icons Corporate Identity Standards

4 SPEECO BRAND 4 Blount International, Inc. FRAG Brand Identity Guidelines 2017

5 SPEECO BRAND LOGO OUR BRANDMARK The full-color version of the SpeeCo brandmark is the primary element of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. Note: As one of our most important assets, the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. FULL COLOR BRAND LOGO SpeeCo_Logo_Large.eps BLACK-ONLY BRAND LOGO SpeeCo_Logo_B&W_Large.eps FULL COLOR REVERSE BRAND LOGO SpeeCo_Logo_Large.eps (on black background) 5

6 SPEECO BRAND LOGO WITH TAGLINE SpeeCo brand logo (1) - the tagline should be used on all marketing communications including print collateral, advertising and websites. The tagline (2) can be placed in two ways: with a fixed lock-up and flexible placement relative to the brandmark. When the tagline is locked up with the brandmark it appears in a fixed position on the right of the brandmark. The size relationship and position have been determined for optimal communication of both the SpeeCo brandmark and the tagline. The registration mark should always be in the established size and position shown below. X X One SpeeCo lowercase o height = X One SpeeCo lowercase o width = X (1) SolutionsForCountyLiving _Logo_Color.eps You may choose not to lock up the tagline with the brandmark. However, in order to protect the integrity of the brandmark and tagline, you must place both on the same page in the size proportions indicated above. upper and lower case Lucidia Bright Tracking set at 100 Italicized (2) SolutionsForCountryLiving _Text Only_Black.eps 6 Blount International, Inc. FRAG Brand Identity Guidelines 2017

7 SPEECO BRAND LOGO INCORPORATING BLOUNT IDENTITY Use as a signature in footers and as a return address element on product catalogs, and other collateral material. A Blount International Brand customersupport@speeco.com speeco.com 2016 SpeeCo-Blount Brand Contact Info_Black and White MASTER Not Outlined.ai A Blount International Brand customersupport@speeco.com speeco.com 2016 SpeeCo-Blount Contact Info_Black Text MASTER Not Outlined.ai SpeeCo A Blount International Brand 2606 South Illinois Route 2 Oregon, IL SpeeCo A Blount International Brand 2606 South Illinois Route 2, Oregon, IL speeco.com 7

8 SPEECO BRAND LOGO COLOR MODELS AND COLOR VALUES The SpeeCo brand s integrity is dependent upon consistent appearance of the brandmark on all visual communications across various media types and materials. Using colors consistently in all communications will strengthen brand recognition, create impact and differentiate our programs. SPOT PRINT PMS % Black CMYK PRINT CMYK 0/9/94/0 100% Black 0/0/0/100 RGB WEB RGB 249/214/22 RGB 0/0/0 WEB SAFE HEX: #F9D616 WEB SAFE HEX: # Blount International, Inc. FRAG Brand Identity Guidelines 2017

9 SPEECO BRAND LOGO LOGO USAGE THE EXCLUSION ZONE The exclusion zone (shown on the right in gray) is an invisible frame of X width around the logo, X being equal to the height of S in the SpeeCo logo. To ensure maximum impact, do not place distracting elements such as type, artwork and photography within the exclusion zone other than the tagline, as noted on page 5. X X X X MINIMUM LOGO SIZE To ensure the integrity of the SpeeCo brandmark, do not reduce its width to less than 1.25 inches for print and 70 pixels or 1.25 inches for screen applications. Other reproduction methods may require the minimum size to be greater than sizes identified here. Print: 1.25 wide Screen: 1.25 wide 9

10 SPEECO BRAND LOGO LOGO USAGE When reproduction constraints prevent the use of the primary full-color brandmark, use one of the alternative one-color versions. Note: These brandmarks should never appear on a website, four-color brochure or any other application where a full-color brandmark is usable. The one-color brandmarks may not be reproduced in any color other than SpeeCo yellow, black or white. ONE-COLOR BLACK BRANDMARK The one-color black brandmark is to be used when black is the only color selection. SpeeCo_Logo_B&W_Large.eps ONE-COLOR YELLOW BRANDMARK The one-color yellow brandmark is to be used when black is the background color. Background black must be 100% black. SpeeCo_Logo_Large.eps 10 Blount International, Inc. FRAG Brand Identity Guidelines 2017

11 SPEECO BRAND LOGO SPECIAL USAGE The special usage SpeeCo brandmarks are used when screening of inks is not possible. This may occur when reproducing on plastic, glass, metal, fabric or other materials used for merchandise or signage. For printed materials, these brandmarks may only be used when the method of reproduction is faxing and photocopying. Only use white brandmark when photocopying with black background. Black special usage brandmark SpeeCo_Logo_B&W_Large.eps White special usage brandmark SpeeCo_Logo_B&W_Large.eps 11

12 SPEECO BRAND LOGO LOGO MISUSE The consistent and correct application of the SpeeCo brandmark is essential to protecting the brand s integrity and building its equity in the marketplace. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the SpeeCo brandmark. Note: Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Never stretch the brandmark. Never alter the color of the brandmark. Never separate the oval from the SpeeCo lettering. Never tilt the brandmark. Never distort the shape of the brandmark. Never add elements over or in the brandmark. 12 Blount International, Inc. FRAG Brand Identity Guidelines 2017

13 SPEECO BRAND LOGO PRIMARY COLORS The consistent use of these colors will generate recognition and strengthen our brand identity. The SpeeCo brand logos and product logos must always use the primary color palette or white when reversed out. SPEECO YELLOW PRINT Pantone 109 CMYK C0 M9 Y94 K0 RGB R249 G214 B22 WEB SAFE #F9D616 RED PRINT Pantone 185 C CMYK C0 M93 Y79 K0 RGB R228 G0 B43 WEB SAFE #E4002B BLACK For use in Splitmaster and Fieldmaster logos only. PRINT Black CMYK C0 M0 Y0 K100 RGB R0 G0 B0 WEB SAFE #

14 SPEECO BRAND TYPOGRAPHY PRINT FONTS These are not system fonts and may need to be purchased. These fonts are the primary choice for professionally produced SpeeCo communication materials. Century Gothic Regular Century Gothic Bold Impact Regular WEB AND EVERYDAY FONTS These are system fonts and should not need to be purchased, making them the best option for web and everyday users. Arial Regular Arial Bold Arial Bold Italic Arial Narrow Regular Arial Narrow Bold 14 Blount International, Inc. FRAG Brand Identity Guidelines 2017

15 WOODS BRAND 15

16 WOODS BRAND LOGO OUR BRANDMARK The full-color version of the Woods brandmark is the primary element of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. Note: As one of our most important assets, the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. FULL COLOR BRAND LOGO WOODS_LOGO_CMYK_PMS144.ai WOODSCONSTRUCTION LOGO_H.ai BLACK-ONLY BRAND LOGO WOODS_LOGO_BW.ai FULL COLOR REVERSE BRAND LOGO WOODS_CMYK_PMS144_reverse.eps WOODSCONSTRUCTION LOGO_V.ai 16 Blount International, Inc. FRAG Brand Identity Guidelines 2017

17 WOODS BRAND LOGO INCORPORATING BLOUNT IDENTITY - WOODS Use as a signature in footers and as a return address element on product catalogs, and other collateral material in North America. WOODS_BLOUNT_LOGO_PMS144.eps WOODS_BLOUNT_LOGO_BW.ai WOODS_BLOUNT_LOGO_PMS144_REV.ai WOODS A Blount International Brand 2606 South Illinois Route 2, PO Box 1000 Oregon, Illinois WOODS A Blount International Brand 2606 South Illinois Route 2, Oregon, Illinois tel woodsequipment.com 17

18 WOODS BRAND LOGO INCORPORATING BLOUNT IDENTITY - WOODS CONSTRUCTION Use as a signature in footers and as a return address element on product catalogs, and other collateral material. WOODSCONSTRUCTION LOGO_BLOUNT_V.ai WOODS CONSTRUCTION A Blount International Brand 2606 South Illinois Route 2, PO Box 1000 Oregon, Illinois WOODSCONSTRUCTION LOGO_BLOUNT_H.ai 18 Blount International, Inc. FRAG Brand Identity Guidelines 2017

19 WOODS BRAND LOGO INCORPORATING BLOUNT IDENTITY - BRAZIL Use as a signature in footers and as a return address element on product catalogs and other collateral material in Brazil (Portuguese). WOODS_BLOUNT_LOGO_CMYK.eps WOODS_BLOUNT_LOGO_BW_B.eps WOODS_BLOUNT_LOGO_CMYK_REV.eps 19

20 WOODS BRAND LOGO COLOR MODELS AND COLOR VALUES Color versions of the logo are used for all applications where color can be reproduced properly, (e.g., color printing, electronic presentations, and websites). The logo itself uses three colors: Black, PMS 144 (orange), and PMS 382 (green). The Woods Color logo is used in traditional print as either a 4-color CMYK file, or 5-color CMYK+PMS 144 (orange). Black & White versions of the logo are used when printing or reproducing in black and white or when the correct colors (Woods orange and green) are not available for use. SPOT PRINT PMS 144 PMS % Black CMYK PRINT CMYK 0/48/100/0 CMYK 28/0/100/0 100% Black 0/0/0/100 RGB WEB RGB 237/139/0 RGB 196/214/0 RGB 0/0/0 WEB SAFE HEX: #ED8B00 WEB SAFE HEX: #C4D600 WEB SAFE HEX: # Blount International, Inc. FRAG Brand Identity Guidelines 2017

21 WOODS BRAND LOGO LOGO USAGE THE EXCLUSION ZONE To retain the power of the identity, a minimum amount of clear space should surround the Woods logo at all times. This area should be kept clear of any distracting elements, including type, artwork and photography. The primary area of non-interference is 1X around all elements of the logo, X being the height of the W in the Woods logo. X X X X MINIMUM LOGO SIZE To ensure the integrity of the Woods logo, do not reduce its height to less than.2813 inches for print and 70 pixels or.5 inches for screen applications. Other reproduction methods may require the minimum size to be greater than sizes identified here. Print:.2813 high Screen:.5 high 21

22 WOODS BRAND LOGO LOGO USAGE The full-color format is preferred for the Woods logo, placing it on a black or white background. WOODS_LOGO_CMYK_PMS144.ai Woods_CMYK+PMS144_reverse.eps In black and white applications, one color formats are acceptable. The logo may appear in all black or reversed out of a dark background color or photo. WOODS_LOGO_BW.ai WOODS_LOGO_WHITE.ai 22 Blount International, Inc. FRAG Brand Identity Guidelines 2017

23 WOODS BRAND LOGO LOGO MISUSE The consistent and correct application of the Woods brandmark is essential to protecting the brand s integrity and building its equity in the marketplace. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the Woods brandmark. Note: Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Never stretch the brandmark. Never alter the color of the brandmark. Never use the color logo when printing in black and white. «Never tilt the brandmark. Never distort the shape of the brandmark. Never add elements over, in, or frame the brandmark. 23

24 WOODS BRAND LOGO PRIMARY COLORS The consistent use of these colors will generate recognition and strengthen our brand identity. The SpeeCo brand logos and product logos must always use the primary color palette or white when reversed out. WOODS ORANGE BLACK PRINT CMYK RGB WEB SAFE Pantone 144 C C0 M48 Y100 K0 R248 G151 B29 #F8971D PRINT CMYK RGB WEB SAFE Black C52 M6 Y0 K25 R86 G155 B199 #569BBE WOODS GREEN RICH BLACK* PRINT CMYK RGB WEB SAFE Pantone 382 C C29 M0 Y100 K0 R193 G216 B47 #C1D82F PRINT CMYK Rich Black C50 M40 Y40 K100 WOODS YELLOW PRINT Pantone 116 C CMYK C0 M14 Y100 K0 RGB R255 G205 B0 WEB SAFE #FFCD00 *Rich black should always be used in commercial printing brochures due to the amount of black in the design. The black in the WOODS logo should be rich black as well if the text is large. CMYK values added together in general should not exceed 250 for print. 24 Blount International, Inc. FRAG Brand Identity Guidelines 2017

25 WOODS BRAND LOGO TYPOGRAPHY PRINT FONTS These are not system fonts and may need to be purchased. These fonts are the primary choice for professionally produced Woods communication materials. Berthold Akzidenz Grotesk Light Berthold Akzidenz Grotesk Light Condensed Berthold Akzidenz Grotesk Regular Berthold Akzidenz Grotesk Medium Berthold Akzidenz Grotesk Medium Condensed Berthold Akzidenz Grotesk Bold Berthold Akzidenz Grotesk Bold Glypha LT Std 45 Light Glypha LT Std 55 Roman Glypha LT Std 65 Bold Glypha LT Std 75 Black WEB AND EVERYDAY FONTS These are system fonts and should not need to be purchased, making them the best option for web and everyday users. Arial Regular Arial Bold Arial Narrow Regular Arial Narrow Bold Pantone 116 C is used in Woods construction applications. 25

26 ADDENDUM 26 Blount International, Inc. FRAG Brand Identity Guidelines 2017

27 PRODUCT BRANDS SPEECO PRODUCT BRAND LOGOS These logos have unique and sometimes restricted applications. Please contact the FRAG Branding and Communications team at to request access and further direction. For use on SpeeCo post hole diggers (Red) Colors: PMS 109 and Black Custom font and logo For use on SpeeCo log splitters Colors: PMS 185 and Black Custom font For use on SpeeCo post hole diggers (Yellow) Colors: PMS 185 and Black Custom font and logo For use on SpeeCo log splitter hydraulic oil and fluid. Colors: PMS 109 and Black Font: Century Gothic 27

28 PRODUCT BRANDS WOODS PRODUCT BRAND LOGOS These logos have unique and sometimes restricted applications. Please contact the FRAG Branding and Communications team at to request access and further direction. Note: WOODS Construction (CE) logos are as follows and must be named in this order - WainRoy, Central Fabricators, Gannon, ALITEC. WOODSCONSTRUCTION LOGO.eps HUNTING_2c_PMS144.eps WAINROY_LOGO.ai BATWING_2017_BLK_PMS144.eps BATWING_2017_BLK_WHITE.eps NOTE: The bat image and the text letters BAT must always use the same color. HUNTING_BLACK_clear.eps CF_LOGO_BW.ai WOODS BRUSHBULL LOGO small.ai Gannon.ai Mow nmachine_pms144.eps HUNTING_ORANGE REV.eps ALITEC_LOGO.ai HUNTING_PMS144.eps 28 Blount International, Inc. FRAG Brand Identity Guidelines 2017 Woods Since 1946 Logo_CMYK+PMS144.png

29 ICONS Promotional icons are used to increase attention of important messages and initiatives. The Power Team Icons are used as part of our end-customer research and loyalty program. PowerTeam_gray_black.jpg PowerTeam_orange_black.jpg PowerTeam_yellow_black.jpg 29

30 CORPORATE IDENTITY STANDARDS The Blount Identity Guidelines capture proper usage of the corporate brand, including use of the Blount logo, letterhead, business cards, signatures, signage, and PowerPoint templates. For internal users, these materials are available on P4Connect. Others may call Corporate Communications at SE International Way Portland, Oregon Blount International, Inc. FRAG Brand Identity Guidelines 2017