Primary Logo Corporate logo - primary The elements of the logo may be arranged in two predetermined configurations: the primary logo (which also has a small version and the centered logo. The centered logo is only to be used when the length of the common logo is problematic for an application. Standards apply when the logo is used with a tag line, typically on advertisements and publication materials (see page A3). All of these logos can be used for corporate, level 1, or level 2 brands. The space between the symbol and the logotype is equal to 1/2 E turned 90 degrees. Do not modify this space. Level 1 logos - primary Level 2 logos - primary 1/2 E Primary Logo B1
Small Logo The small logo is used where the logo, when reproduced, will be less than 1/2 inch high. To ensure a clean reproduction, do not reduce the logo below 6/16 inch high unless absolutely necessary. Corporate logo - small Amega West is not yet a registered trademark, and therefore, has no trademark symbol. Level 1 logos - small Level 2 logos - small B2
Centered Logo The centered logo is used primarily for signs and service awards when the primary logo is too long. There are several acceptable size variations for the centered logo (see page B4). Corporate logo - centered Level 1 logos - centered Level 2 logo - centered B3
Centered logo continued When the centered logo is used there is some flexibility in the size of the symbol that can be used in relation to the logotype. Proportions of the symbol and logotype can range between the two examples shown here. The height of the letter E in the Carpenter logotype is used throughout this manual as a unit of measure. It provides a consistent proportion no matter how much the logo is reduced or enlarged. 1/2 E 1/2 E Centered logo that shows the smallest proportion allowed of the logotype to the symbol. Here, the symbol is 3 1/2 times taller than the logotype. 1/2 E 1/2 E Centered logo shows the maximum proportion allowed of the logotype to the symbol. Here the symbol is 5 1/2 times taller than the logotype. B4
Area of Isolation Corporate logo - primary The area of isolation is the area surrounding the logo. To maintain the integrity of the logo, this area must be clear of all distracting elements, such as illustrations, other graphic elements and typography. Also, the edge of the working area, such as the trim edges of paper, should be at least as large as the area of isolation. Level 1 - primary Level 2 - primary Centered B6
Typography Carpenter selected five families of type that can be used in all printed documents. There are three sans serif families (ITC Mixage and Univers regular and condensed) and two serif families (ITC Century and ITC Century Condensed) that can be used. Use only those weights indicated for headlines, subheads, text, and captions in all publications (see sections G and H for more specific details on type usage). Additionally, as corporate fonts are not available on all computers, there is a sixth typeface (Arial) to be used for electronic files such as letterheads and forms. Do not substitute similar typefaces for the corporate typefaces. For instance, be sure to use ITC Century; no other version of the Century typeface family is acceptable. Typeface files are copyrighted software and are, therefore, not shareware. Please contact Marketing Communications in Reading for more information on typefaces. Sans Serif: ITC Mixage ITC Mixage Book ITC Mixage Book Italic ITC Mixage Medium ITC Mixage Medium Italic ITC Mixage Bold ITC Mixage Bold Italic B7
Sans Serif: Univers Univers Light Univers Light Italic Univers Regular Univers Regular Italic Univers Bold Univers Bold Italic Sans Serif: Univers Condensed Univers Condensed Light Univers Condensed Light Italic Univers Condensed Regular Univers Condensed Regular Italic Univers Condensed Bold Univers Condensed Bold Italic B8
Serif: ITC Century ITC Century Light ITC Century Light Italic ITC Century Book ITC Century Book Italic ITC Century Bold ITC Century Bold Italic Serif: ITC Century Condensed ITC Century Condensed Light ITC Century Condensed Light Italic ITC Century Condensed Book ITC Century Condensed Book Italic ITC Century Condensed Bold ITC Century Condensed Bold Italic B9
Sans Serif: Arial Arial Regular Arial Italic Arial Bold Arial Bold Italic B10
What Not to Do Do not use the red symbol alone. The symbol can be used as a watermark background element. Refer to page B13 for more information. Do not use Do not violate the corporate information zone Do not violate the area of isolation. Preserving the integrity of the Carpenter logo is extremely important. Inaccurate reproductions of the logo or other violations of the corporate identity guidelines can undermine Carpenter s brand and create confusion in the marketplace. Examples of potential violations are illustrated here. This is not a comprehensive list. Carpenter Employees: Do not use the logo in e-mail signature blocks. Type the company and division name instead. in a line of text. Do not use the logo in a line of text. Do not alter the proportions of the logo. Do not put the logo in a box or border. Do not use the logotype without the symbol. Dynamet Do not change the orientation of the logo. Do not use unapproved typefaces. B11
What Not to Do continued CARPENTER Do not choose colors with little contrast between the background and logo. Do not typeset the logotype. Do not use poor reproductions of the logo. Accuracy Control, i n c o r p o r a t e d Do not place the logo on distracting backgrounds. Do not transpose the symbol and logotype. The logo should not be used as a component of another logo, or combined with another brand identity. Use only approved colors for the logo and logotype. Do not create modifications of any logo. B12
Large Symbol/Watermark Treatments The symbol can be used as an interesting graphic element on the page when used as shown. Here, the symbol does not have an area of isolation. It may bleed off the edges of the page and overlap other graphic elements. Generally, when the symbol is used as a graphic element, it must Leadership in Specialty Alloys be a subtle part of the background of the application. There may be a maximum 10 percent shift in value from the background. For example, if the background is 100 percent black, the graphic element may be 90 percent black or if the background is white, the symbol shown as a graphic element may be 10 percent black. Aceros Fortuna S.A. de C.V. Address City, ST 12345-6789 Recipient's Name Recipient's Address City, ST 12345 Forwarding Service Requested In this example, the large symbol shown as a graphic element is screened with 90 percent black when it intersects with the black area of the mailing label, and 10 percent black in the lower white area. B13