CORPORATE BRAND GUIDELINES Implementing the Williams Scotsman brand in communications. Williams Scotsman 2017 Williams Scotsman, Inc. 901 S Bond Street, Baltimore MD 21231
THE WILLIAMS SCOTSMAN LOGO Primary Logo The Williams Scotsman corporate logo is the most immediate representation of our company, our people, and our brand to the world. It is a valuable corporate asset that must be used consistently in the proper, approved forms. Logo Alternatives ONE COLOR ONE COLOR REVERSED FULL COLOR REVERSED Use the primary logo unless the media does not allow for it. If you unsure of which mark is most appropriate please confirm with the marketing department. TEXT ONLY TEXT ONLY REVERSED 2 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
THE WILLIAMS SCOTSMAN LOGO Spacing ¼ The Williams Scotsman logo should always have an open barrier around it. The barrier should always be at least ¼ of the logo s total width. When used on the web there should be a barrier of at least 25px. ¼ ¼ ¼ Recommended Sizes US B Page (11" x 17") Size: 1.75 x 0.97 US A Page (8.5" x 11") Size: 1.5 x 0.77 Business Card (3.5" x 2") Size: 1.0 x 0.51 It is important to appropriately size the logo to match the size of ads and collateral. An oversized logo takes up too much space and an undersized one inhibits readability. Here are a few standard options. The Williams Scotsman logo should never be smaller than 1.0 x 0.51. When used on the web the minimum size of the logo should be 80px x 41px. 3 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
THE WILLIAMS SCOTSMAN LOGO Incorrect Use Do not alter the Williams Scotsman logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, Only use the approved version of the Williams Scotsman logo. Never rotate the logo, it must always be horizontal. Never distort the logo. or alter the size or proportions. WILLIAMS SCOTSMAN Never change the elements or redraw the logo. Never alter the color of the logo. Never crop the logo. Never make the logo clear. Never reverse the colors of the logo. Never reduce the opacity of the logo. 4 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
COLOR Williams Scotsman Color Pallete Use PMS and CMYK builds for print ap- PMS 3415 C PMS BLACK C PMS 425 C plications. Use RGB and HEX formulas for on-screen and digital use. Please note that each color has been optimized for on-screen (RGB) or print (solid or 4c) reproduction. The specific RGB C100 M0 Y77 K22 R0 G138 B95 HEX: #008a5f C100 M100 Y100 K100 R0 G0 B0 HEX: #000000 C0 M0 Y0 K77 R95 G96 B98 HEX: #5f6062 color formula, PMS color and CMYK color formula are provided here and must be specified individually for each color. Do not use the automated color conversion tools in your software. PMS Cool Gray 2 C WHITE C0 M0 Y0 K10 R231 G231 B232 HEX: #e7e7e8 C0 M0 Y0 K0 R255 G255 B255 HEX: #ffffff 5 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
TYPOGRAPHY Our Primary Typeface Open Sans is Williams Scotsman s primary typeface and can be used for body copy, headlines, large callouts etc. in all print applications. Open Sans is Williams Scotsman s primary web font and should be used for on-screen and digital use. OPEN SANS REGULAR OPEN SANS SEMI-BOLD OPEN SANS BOLD 6 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
TYPOGRAPHY Our Secondary Typefaces Arial is Williams Scotsman s secondary typeface and should be used when Open Sans is not available. It is only to be used in word documents, powerpoint presentations or places Williams Scotsman s other typefaces aren t available. ARIAL REGULAR ARIAL BOLD ARIAL ITALIC 7 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
TYPOGRAPHY Print Application Use Open Sans in these font settings for all print applications. HEADER - OPEN SANS BOLD - 22PT Sub Head - Open Sans 13pt BODY HEAD - OPEN SANS 11PT Body Copy - Open Sans 9pt Bulleted Item - Open Sans 9pt * Disclaimer Message - Open SansItalic 6.5pt Screen Application Use these font settings for all screen applications. Use Arial when Open Sans is not available. HEADER - OPEN SANS - 700-42PX Sub Head - Open Sans - 600-32px BODY HEAD - OPEN SANS - 700-16PX Body Copy - Open Sans - 400-14px Bulleted Item - Open Sans - 400-14px * Disclaimer Message - Open Sans Italic - 400-12px 8 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
BRANDED COLLATERAL As individuals who are responsible for creating Williams Scotsman clothing and premium gifts, you are uniquely positioned to ensure that the Williams Scotsman brand is consistent and impactful across all items distributed to customers and employees. Keep the following in mind when creating Williams Scotsman branded items. Logo should always be placed on the upper left chest of the garment. Do not move logo to any other area. Embroidery applications may require the An ALGECO SCOTS- MAN tag and mark to be removed from the design due to size restrictions. Use a 1 color logo for t-shirts and other cost effective jobs. 9 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES
BRANDED COLLATERAL As individuals who are responsible for creating Williams Scotsman clothing and premium gifts, you are uniquely positioned to ensure that the Williams Scotsman brand is consistent and impactful across all items distributed to customers and employees. Keep the following in mind when creating Williams Scotsman branded items. Do not oversize the logo. Choose a size that fits comfortably within the space given. Logo may be recolored to created a tone-on-tone effect on giveaways. The text only logo should ONLY be used in very small spaces such as on pens to retain legibility. 10 WILLIAMS SCOTSMAN CORPORATE BRAND GUIDELINES