Regal Beloit. Marathon Electric Identity Guidelines. Updated April 18, 2011

Transcription

1 Regal Beloit Marathon Electric Identity Guidelines Updated April 18, 2011

2 Table of Contents Why this Guide?...3 Logo Identity...4 Clear Space...5 Register Mark...5 Recommended File Formats... 6 Approved Logo Versions...7 Inappropriate Logo Versions...8 Brand Positioning Tagline... 9 Usage...9 Approved Tagline Identities...10 Regal Beloit Endorsement...11 Usage...11 Approved Endorsement Line...12 Brand Color Palette...13 Approved Color Palette...14 Color Formulation Usage...14 Typography...15 Usage...16 Identity Elements...17 Stock Images...18 Writing Style...20 Communication Applications...21 Sample Applications...22 Business Cards...22 Stationery...23 Collateral...24 Web Sites...25 Trade Show Graphics...26 Promotional Items...27 Powerpoint Templates...28 Press Release Template...29 Templates...30 Questions?...31 Marathon Electric Identity Guidelines 2

3 Why this Guide? This document provides guidelines to implement Marathon Electric s brand identity strategy, a key global product brand for Regal Beloit. An identity shows the world the personality and values of an organization. The purpose of these guidelines is to increase the visibility and value of the Marathon brand in the marketplace and to create consistency of the brand while giving our customers a more complete understanding of Marathon s comprehensive offerings and services. The following guidelines are the basic building blocks we use to create communication in the Marathon style. When we use them appropriately, we will consistently capture our brand expression. Here are the tools you will need to bring our brand to life. Marathon Electric Identity Guidelines 3

4 Logo Identity The logo is the most extensively applied brand element. It is vital to consistently present a standard version of the logo, preserving the value of the Marathon brand with correct and consistent usage. The Marathon logo is a single, integrated graphic made up of the blue motor logomark and the wordmark Marathon Electric. It is important to use the Marathon logo correctly and consistently to ensure the visual impact and overall integrity are not compromised or diluted. Here is a list of Do s and Don ts in using the logo: Do s... Use the Marathon logo as one complete graphic Use only artwork that has been downloaded from this web site Maintain the required clear space around the logo Use the appropriate file format for your specific application Use the logo no smaller than 3/4 wide Place on white background Don ts... Separate the motor icon from the logo Distort the proportions of the logo Redesign or recreate the logo artwork Enclose the logo within a shape Change the colors of the logo Use a drop shadow behind the logo Use the logo or parts of the logo to create a design or pattern Animate the logo Use special effects with the logo Place on colored background Marathon Electric Identity Guidelines 4

5 Clear Space For ultimate visibility and impact, retain a designated minimum clear space around the logo. This area is designated as being equal to the height of the th in Marathon. It should never be intersected or intruded upon by any other graphic object or edge. Register Mark The Marathon brand has achieved full registered trademark status in most countries where Regal Beloit conducts business. Use the registration mark with the logo in all applications. Marathon Electric Identity Guidelines 5

6 Recommended File Formats To achieve the optimum reproduction quality of the Marathon logo, determine which file format is best suited to your application. Application PC Mac Viewable files only.pdf.pdf Microsoft Word.bmp,.jpg.eps,.jpg Microsoft Excel.bmp,.jpg.eps,.jpg Microsoft Powerpoint.png,.jpg.png,.jpg Web.gif,.jpg.gif,.jpg Illustrator.ai,.eps.ai,.eps Photoshop.psd,.tif,.eps.psd,.tif,.eps InDesign.ai,.eps.ai,.eps QuarkXPress.eps.eps Marathon Electric Identity Guidelines 6

7 PMS/CMYK Full-Color Logo Approved Logo Versions 1-Color Logo with Grayscale Halftone Three approved versions of the Marathon logo have been created for use across a variety of applications. Printing capability, background colors, textures and patterns will determine which logo you should use. All approved versions are available for download on this site. Blue, black and gray PMS 3005 C (blue), black and gray (60% black). Use the full-color CMYK version whenever possible (vs. the PMS specific color version). 1-Color Logo, Black Black and gray Use the black/gray version for applications requiring one-color printing. The workmark Marathon Electric is in solid black, everything else is in gray (a percentage screened black). 1-Color Logo on Black/Dark Background Solid white Use the solid-white version reversed out against a dark background when there is insufficient contrast between the blue visual element and the background. Marathon Electric Identity Guidelines 7

8 Inapppropriate Logo Usage Examples Inappropriate Logo Versions Separating the Elements Never use the visual element of the logo as an independent graphic element. The Marathon logo is one complete graphic the visual element and wordmark together. Distorting Don t change the proportion of the logo when resizing it for different usage. Maintain proportion of the logo when working in Microsoft Office. Enclosing in a Shape Don t enclose the logo in a box or any other shape. Changing Colors Don t change the colors of the logo. Drop Shadows Don t use drop shadows or any other type of graphic embellishment on the logo. Patterns Don t use the logo to create repeating patterns. Marathon Electric Identity Guidelines 8

9 Brand Positioning Tagline The use of taglines can help reinforce a position or characteristic of a brand. The Marathon brand is supported by the tagline Motors for the long run with a marathon runner icon. The tagline is a simple, summary statement of Marathon s pre-emptive product benefit: longer-lasting motors. Consistent use of the tagline can help establish Marathon and the benefit of using Marathon products in our customer s mind. Usage The Marathon tagline should be included in virtually all internal and external communications ranging from company presentations and trade show displays to web sites. In all applications the Marathon logo is used separately from the tagline identity with the tagline typically used at a smaller size and secondary to the Marathon logo. For placement standards for the positioning tagline see specific example communication executions in the Sample Applications section. Marathon Electric Identity Guidelines 9

10 Full Color Approved Tagline Identities Two approved versions of the Marathon tagline have been created for use across a variety of applications. All approved versions are available for download on this site. Full Color The marathon character was developed as an international symbol closely following the colors in the globally recognized Olympic Games logo. The colors used in the logo are PMS 3005 C (blue), PMS 192 C (red), PMS 137 C (yellow), PMS 355 C (green), gray (60% black) and black. Use the full-color CMYK version whenever possible (vs. the PMS specific color version). Solid Black The typeface used in the tagline Motors for the long run is Univers 53 Extended (pronounced OOH-nee-vare ). Solid black Use the solid back version only for applications requiring one-color printing. Marathon Electric Identity Guidelines 10

11 Regal Beloit Endorsement A Regal Beloit Company Back Catalog Cover: The Marathon brand has significant recognition and equity in the marketplace, beyond that of Regal Beloit. A Regal Beloit endorsement will be used to define the relationship between Regal Beloit and Marathon Electric. Usage Any external branded Marathon communications will carry the endorsement line A Regal Beloit Company. The guidelines for size and placement vary from application to application. Pictured on the left is standards for contact information with the endorsement applied to literature (catalogs, brochures and fliers) and on advertisements. Literature Application: In general, the Marathon product brand provides the primary visual identity for communication, a subtle Regal Beloit endorsement will be secondary and typically fall towards the bottom outer edge of the specific communication application. For placement standards of the Regal Beloit endorsement line see the Regal Beloit branding guidelines available in pdf format on the Regal Beloit intranet under Functions/Mktg. Communications, choose Download Brand Logos & Usage Guidelines OR refer back to these standards. Marathon Electric Identity Guidelines 11

12 Approved Endorsement Line A Regal Beloit Company Solid Black The Regal Beloit endorsement line will be carried in black for use across a variety of applications. All approved versions are available for download on the Regal Beloit intranet under Functions/Mktg. Communications, choose Download Brand Logos & Usage Guidelines find Marathon and click on Templates and Additional Logo Downloads. The typeface used in the endorsement line A Regal Beloit Company is Univers 53 Extended (pronounced OOH-nee-vare ). Marathon Electric Identity Guidelines 12

13 Primary Color Palette Brand Color Palette PMS 3005 C C: 100 M: 28 Y: 0 K: 0 Hex: 007AC9 R: 0 G: 122 B: 201 Color is a critical component of the Marathon brand image and creating a memorable impression. A Marathon color palette has been created to help define the brand and evoke emotion tied to the brand. Consistent usage of the color palette will help build brand familiarity and equity. Black C: 0 M: 0 Y: 0 K: 100 Hex: 1E1E1E R: 30 G: 30 B: 30 Marathon Logo Colors and Approved Color Palette Our logo and the primary colors used as main color elements in communication, application: - Blue (PMS 3005 C) - Black Gray - Gray (60% Process Black) C: 0 M: 0 Y: 0 K: 60 R: 130 G: 130 B: 130 Hex: Marathon Electric Identity Guidelines 13

14 Secondary Color Options Approved Color Palette PMS 186 C C: 0 M: 100 Y: 75 K: 4 Hex: C60C30 R: 186 G: 12 B: 48 Supporting Colors Secondary colors used as accent colors. - Red (PMS 186 C) - Gold (PMS 151 C) - Green (PMS 363 C) PMS 151 C C: 0 M: 55 Y: 100 K: 0 Hex: FF7900 R: 255 G: 121 B: 0 Color Formulation Usage Which color formulation should you use? For most print applications use approved CMYK color values; this is the most efficient way to print. For PMS 363 C C: 78 M: 5 Y: 98 K: 24 R: 60 G: 138 B: 46 Powerpoint and other on-screen applications use approved RGB color values. Approved HTML/Hex color values should be used for web applications. Note that colors may appear different for on-screen uses, depending on specific browser and monitor settings. Hex: 3C8A2E Marathon Electric Identity Guidelines 14

15 Brand Typeface Family Univers 53 Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers 63 Bold Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Typography Type can be a powerful brand tool when used carefully and consistently. A disciplined use of typography helps maintain a strong brand identity across Marathon communications. Typefaces There is one primary typeface that make up the typography standards of the Marathon brand identity: Univers 73 Black Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*() Univers 53 Extended For this primary typeface in the Marathon brand standards, there is also a family of weights available. Univers 53 Extended Univers 63 Bold Extended Univers 73 Black Extended Marathon Electric Identity Guidelines 15

16 Brand Typeface Univers 53 Extended Univers 63 Bold Extended Univers 73 Black Extended Alternate Typeface Verdana Regular Verdana Bold Usage The preferred typeface should be used for typeset uses, communications that are professionally printed or produced (brochures, trade show displays, stationery). Other than foreign language translations, there are no acceptable substitutes for the approved Univers 53 Extended typeface on professionally produced materials. Non-Typeset Uses There will be instances in which you develop communications that are non-typeset uses, including a variety of internal, employee and on-line applications. These typically include Powerpoint presentations, forms, memos and invoices. For these non-typeset uses, you can use alternate fonts specially chosen for this application, fonts widely available on the Microsoft Windows Operating System. We suggest using Verdana Typeface regular and bold. Marathon Electric Identity Guidelines 16

17 Sample Photography Style - Standard Identity Elements Photography and illustrations are powerful tools for expressing the spirit of the Marathon brand. Use imagery that reflects the Marathon brand personality, international diversity and our customer and solutions focus. Select product and service images that appeal and are meaningful to our target audiences. Sample Photography Style - Optional Product Photography Regal Beloit Marketing Communications maintains a photo library of Marathon products for your use in development marketing communications. Showing the product in usage or as a closeup can be an effective way to create product interest. Guidelines for All Photography All products photographed for marketing materials require the standard angle as shown on the top left. Always shoot with a white background and proper lighting to bring out the details on the whole unit and nameplate. Additional or optional angles should be taken on an as need basis in connection with approved concepts for usage. These also require white background and proper lighting unless specified differently for Artistic Images used in advertisements, fliers, brochures or on catalog covers. Marathon Electric Identity Guidelines 17

18 Example of stock images used with Marathon product Stock Images There are many companies that offer high quality stock images, both royalty-free or on a per-usage basis. When purchasing stock images, make sure you specify the correct dimensions and resolution to meet the specs of your project. The dimensions indicate the size your image will appear in final production; the resolution (measured in dots per inch or dpi ) indicates the level of detail of the image. Typically, choose an image with a resolution of 300 dpi or greater (at final image dimensions) for literature and magazine advertising; for web and on-screen applications choose dpi (at final image dimensions). If you re unsure, purchase a higher resolution image and reduce it. It s difficult to increase the size of a small or low-resolution image without losing significant quality. Examples of how stock images can be used with Marathon product to communicate the application the product is used in. Marathon Electric Identity Guidelines 18

19 Royalty-Free Images A royalty-free image is priced on the size of output and resolution required, not the specific image use. Once you purchase a royalty-free image, you may use it multiple times for multiple projects. Royalty-free images are generally less expensive than rights-managed images. Rights-Managed Images A rights-managed image is priced according to use and for a specific time period. If you need a photo for a homepage image, this will be more expensive than one used on a content page. Likewise, if you need a photo for a brochure cover, it will be more expensive than one for inside a brochure. The advantage of using rights-managed photos is they can be purchased for exclusive use within a specific market and length of time. Rights-managed images are often higher quality images. Stock Photo Resources Illustration and Clip Art Illustration is good visual imagery for communicating abstract concepts or ideas, but clip art images should never be used in external pieces because of their poor quality and simple style. Several stock photo resources also have illustration options, such as Marathon Electric Identity Guidelines 19

20 Writing Style The style and tone of Marathon communications should reflect the brand personality and vision: approachable, engaging, clear and conversational. Marathon communicates with many audiences. Marathon target audiences include: - Customers and potential customers - Distributors - Employees - Shareholders - The media Messages should be tailored for each target audience with language that is appropriate, relevant, believable and useful. Avoid using acronyms and jargon that not everyone might understand. Marathon Electric Identity Guidelines 20

21 Communication Applications This section includes guidelines for applying the Marathon brand to all communications. The guidelines for size and placement may vary slightly from application to application, the Marathon brand is always visually prominent. Marathon Electric Identity Guidelines 21

22 Sample Business Card Layout Front: Back/Single Brand Version: Sample Applications Business Cards Marathon business cards are one of the most visible forms of our identity system. Our business cards are designed in a simplified two column layout with the Regal Beloit logo and address information in the left column and individual information and our business websites in the right column. The marathonelectric.com URL is included as the last line of text. The backside of the business card features a 4-color version of the Marathon Electric logo with tagline and runner. For business cards for more than one brand, use the multiple brand version with screened back logos shown under the heading Regal Beloit Family of Brands. Back/Multiple Brand Version: For domestic business card orders, go to the Regal Beloit intranet under Functions/Mktg. Communications, choose order business cards under the project tools header. This will take you to the site to order new cards. For those traveling internationally and interacting with customers in non-english speaking countries, it is acceptable to print a translation of the content on the reverse side, adhering to the approved layout specs. No other printing is allowed on the reverse side. For international business card orders, local vendors should be used for printing. Marathon Electric Identity Guidelines 22

23 Sample Stationery Layouts Stationery Letterhead This layout features the Regal Beloit logo in the upper left corner followed by an address text block centered at the bottom. Envelope Envelopes should only include Regal Beloit logo with RBC Manufacturing Corporation as the company name, followed by your site address. All stationery carries the parent company brand ONLY and no brand or product logos are to be used. RBC Manufacturing Corporation Marathon Electric Identity Guidelines 23

24 Sample Catalog and Brochure Layouts Front Catalog Cover: Back Catalog Cover: Collateral As you begin developing print collateral, including product catalogs, review Marathon s vision and brand personality. Be sure to incorporate identity elements appropriately, including typography, imagery, color palette and writing style. Headline and body copy should be Univers 63 Bold Extended and Univers 53 Extended respectively. Body copy should be short, appropriate and relevant to the intended audience. Front Brochure Cover: Back Brochure Cover: On the front cover of a catalog, the Marathon logo is positioned in the top with the tagline positioned below and separated away from the logo. The tagline is always physically separated from the Marathon logo, as the tagline is of secondary importance to the logo. It is important to separate the two elements for ease of understanding and optimal communication. On inside pages, the Marathon logo typically falls at the bottom of the page. If the tagline is used with the logo, separate the two elements. If both are at the bottom of a page, use the Marathon logo on the left and the tagline to the right outside corner, to separate the two for ease of understanding. On the back cover, carry the Marathon logo, followed by the Regal Beloit endorsement line and the company address as your call to action. Marathon Electric Identity Guidelines 24

25 Sample Web Page Layout Web Sites Marathon s web strategy is to provide a consistent, coherent entry point to our company through a coordinated web design and presence. On the Home Page the Marathon logo takes the lead position at the top right hand corner of the site. The Regal Beloit endorsement falls immediately below and adjacent to the Marathon logo. The tagline with marathon character falls on the same right hand side of the page at the bottom of the page, centered under the Marathon logo. On level 2 and 3 pages (interior web site pages), the Marathon logo falls in the lower third bottom of the page on the left side, with the Regal Beloit endorsement immediately below the Marathon logo. The tagline with marathon character falls below and to the right of the Marathon logo on the far right hand side of the page. Marathon Electric Identity Guidelines 25

26 Sample Trade Show Graphic Trade Show Graphics Trade shows are an excellent forum for customers to experience and learn about Marathon products and services firsthand. Most all information perceived by trade show attendees is positioned to just below eye level and higher. The Marathon logo is always featured at the highest level to be visible from great distances. This level one messaging should be viewable from 25+ feet away. The area just below that, level two messaging, is for product names and visuals. And the positioning tagline with marathon character is carried at level two or three messaging, preferably at the bottom of a trade show panel. Color. Select colors from the approved color palette for all non-photographic imagery, panels and other properties. Imagery. Trade show display panel images are most effective when they are large and simple. Typography. Typography on display panels should be large, bold and concise. Type should be legible from a minimum distance of five feet. Marathon Electric Identity Guidelines 26

27 Sample Promotional Item Promotional Items Ad specialties are used to build and reinforce the Marathon brand with customers and can be used to build a sense of team among Marathon employees. Common promotional items include items like mugs, pens, key chains, desk objects, golf balls, as well as logo apparel. The Marathon logo is the only brand mark allowed on promotional items. Usage Select culturally appropriate items of high quality and good taste Use the approved color logo whenever possible; you can use the all-black logo on very light colored materials or where cost parameters drive need Use the appropriate file format for your specific application Use the Marathon logo at the proper size for your specific application, but no smaller than 3/4 wide Apply the Marathon logo or full color runner (no tagline) to the left chest of a uniform, shirt or jacket, or centered on the front of a hat. When using the tagline with runner position away from the Marathon logo, for example on the lower sleeve. Runner can be full color or black. Marathon Electric Identity Guidelines 27

28 Sample Powerpoint Layout Powerpoint A Powerpoint template has been created to support the Marathon identity system and is available in the Downloads section on the Regal Beloit intranet under Functions/Mrkt. Communications. The template provides slide layout options, including title, content and transition slides. The content slides include options for bullets, bullets and chart, bullets and image, as well as a title slide. The title font is Univers and the body font is Verdana as noted in the front of this guide as the preferred fonts for use. The optional Customer Presentation powerpoint version is included in the master slides, showing the placement for the customer s logo in the lower left corner (as shown in the bottom left example). The Regal Beloit logo is located on the powerpoint title slide in the lower right corner, for the body of the powerpoint the Marathon logo is shown in the bottom right. The tagline with runner will appear on your closing slide. Use this template for all new and existing presentations to ensure a consistent brand presentation. Marathon Electric Identity Guidelines 28

29 Sample Press Release Layout Press Release A Press Release template has been created to support the Marathon identity system and is available on the Regal Beloit intranet under Functions/Mrkt. Communications choose Download Brand Logos & Usage Guidelines click on Templates/Fonts for Marathon. Use this template for all new Press Releases to ensure a consistent brand presentation. News Release template body font is Verdana as noted in the front of this guide as the preferred fonts for use. E-blast An e-blast template has been set-up with our software provider. Contact Mariana Grutza for all Marathon Electric e-blasts. Mariana Grutza mariana.grutza@regalbeloit.com Marathon Electric Identity Guidelines 29

30 Templates This section provides a number of files and templates to help you carry out communications that support the Marathon brand identity system. Many of these items may be updated, so be sure to check and make sure you re using the current versions. Most templates are available as Adobe InDesign CS2, Microsoft Word or Microsoft Powerpoint files to be compatible with industry standards and our own internal software. To access templates, go to the Regal Beloit intranet under Functions/ Mrkt. Communications choose Download Brand Logos & Usage Guidelines click on Templates/Fonts for Marathon. Available Downloads Marathon Logo Regal Beloit Endorsement Marathon Tagline Business Cards Letterhead Envelope Powerpoint Press Release Product Branding Fonts Marathon Electric Identity Guidelines 30

31 Questions? Do you have specific questions about a brand element that you need help answering? Contact Regal Beloit Marketing Communications to collaborate with you in on a solution. Therese Mueller-McLain therese.mueller-mclain@regalbeloit.com Nancy Pearson nancy.pearson@regalbeloit.com Sandra Kuxmann-Weber sandra.kuxmann-weber@regalbeloit.com Marathon Electric Identity Guidelines 31