BRAND IDENTITY STANDARDS. March 2012

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1 BRAND IDENTITY STANDARDS March 2012

2 CONTENTS INTRODUCTION... 3 LOGOS Color Logos...4 Black & White Logos...5 Language Specific Logos...6 Background Usage...7 Incorrect Logo Usage Color Palette...12 Clear Space...13 Minimum Size...13 PROMOTIONAL ITEMS Guidelines Color Imprints...19 Incorrect Logo Usage on Promotional Items...20 APPAREL ITEMS Guidelines...21 Apparel Logos...21 Caps Shirts Incorrect Logo Usage on Apparel Items...27 PRINT & ELECTRONIC Primary Fonts...14 Secondary Fonts...15 Business Card...16 Letterhead...17 Envelope...18 CONTACT INFORMATION

3 INTRODUCTION BALDWIN FILTERS A STRONG BRAND IS IMPORTANT These guidelines have been prepared to ensure our brand is presented in a consistent manner everywhere. It is important to follow these guidelines to maintain an effective and consistent standard in our communications. Baldwin Filters has a strong reputation in the mobile filtration industry. The Baldwin brand is a critical element of how we present ourselves to the global community; it is as important as the products and services we provide. Given our leading market position, it is important for us to maintain a consistent image and a strong, distinctive brand identity. We must ensure that the representation of our brand and the basic elements of our identity are always used correctly. The guidelines in this document are not meant to inhibit, but to help you present a consistent look across all visual communications. These guidelines may not cover every situation, but they should give you the tools needed to communicate effectively. By adhering to these guidelines, we will ensure that our identity stays strong and we promote a consistent image to the world across all of our communications. If you have any questions or comments, please contact the Marketing Communications Department at Baldwin Filters at If you have any questions or comments, please contact the Marketing Communications Department at Baldwin Filters at 3

4 LOGOS COLOR LOGOS ON WHITE & LIGHT BACKGROUNDS The Baldwin logo is available in several versions, so be sure the proper logo is used for the right application. Print Versions Digital files with.eps extensions should be used for printed materials. EPS vector format allows high-quality print reproduction. EPS files can be scaled to any size without sacrificing image quality. Use Logo: BFBrand Note: Red = Pantone 185 (CMYK 100% Yellow, 100% Magenta) Black (CMYK 100% Black). On-Screen Versions Digital files with.jpg extensions should be used primarily for on-screen viewing. JPEG versions of the logo will not show the white border on backgrounds. Use Logo: BFBrand Note: and a CLARCOR company are black. Logo must have a white border when on a light background. Digital files with.gif extensions should be used on the web or on PowerPoint presentations with backgrounds to show the logo s white border. ON DARK BACKGROUNDS (DB) IMPORTANT You can download EPS, JPEG or GIF files, and check for the most current logos at resourcesimagebank.html. Use Logo: BFBrandDB Note: and a CLARCOR company are white. Logo must have a white border when on a dark background. 4

5 LOGOS BLACK & WHITE LOGOS ON WHITE & LIGHT BACKGROUNDS When reproduction constraints prevent the use of the Baldwin color logo (ex. newspaper ads), use one of the alternate black & white versions. Note: Black & white logos should never appear on a website, four-color brochure or any other application where the color logo can be used. Use Logo: BFBrandbw Note: and a CLARCOR company are black. Logo must have a white border when on a light background. Use Logo: BFBrandbw ON DARK BACKGROUNDS (DB) IMPORTANT You can download EPS or JPEG files, and check for the most current logos at resourcesimagebank.html. Use Logo: BFBrandDB Note: and a CLARCOR company are white. Logo must have a white border when on a dark background. 5

6 LOGOS LANGUAGE SPECIFIC LOGOS The Baldwin logos are also available in Chinese and Russian versions. Chinese and Russian characters have been added below the Baldwin logo to help with pronunciation. All guidelines apply to these versions. CHINESE VERSIONS Use Logo: C-BFBrand RUSSIAN VERSIONS ÅÓÎ ÛËÌ îëîúâappleò Use Logo: R-BFBrand ÅÓÎ ÛËÌ îëîúâappleò You can download EPS, JPEG or GIF files of the Chinese versions of the Baldwin logo at resourcesimagebank.html. You can download EPS, JPEG or GIF files of the Russian versions of the Baldwin logo at resourcesimagebank.html. Use Logo: C-BFBrand Use Logo: C-BFBrandDB Use Logo: R-BFBrand ÅÓÎ ÛËÌ îëîúâappleò Use Logo: R-BFBrandDB 6

7 LOGOS BACKGROUND USAGE THE WHITE OUTLINE HELPS THE LOGO STAND OUT FROM THE BACKGROUND Background colors and graphics can easily overpower or compete with logos. A white outline has been built into the artwork to maintain separation between the Baldwin logo and the background. This outline will not appear when the logo is staged on a white background. The background within both parallelograms should be white; however, with the registration mark and a CLARCOR company, the background on which the logo is placed will be revealed. 7

8 LOGOS INCORRECT LOGO USAGE To ensure a consistent identity, it is essential the logo is used correctly. Do not alter the logo in any way. Never attempt to redraw or alter the proportions of the logo. Do not change the color, or add or omit any elements of the logo. INCORRECT LOGO USAGE DO NOT stretch or distort the logo CORRECT LOGO USAGE Use Logo: BFBrand a CLARCOR company DO NOT redraw the logo or alter the logo fonts (DO NOT retype a CLARCOR company) Use Logo: BFBrand DO NOT change the color of the logo* Use Logo: BFBrand * See Apparel Items section for special instructions on color use on apparel. 8

9 LOGOS INCORRECT LOGO USAGE To ensure a consistent identity, it is essential the logo is used correctly. Do not alter the logo in any way. Never attempt to redraw or alter the proportions of the logo. Do not change the color, or add or omit any elements of the logo. INCORRECT LOGO USAGE DO NOT place the logo on a light background without the white border CORRECT LOGO USAGE Use Logo: BFBrand DO NOT place the logo on a dark background without the white border Use Logo: BFBrandDB 9

10 LOGOS INCORRECT LOGO USAGE To ensure a consistent identity, it is essential the logo is used correctly. Do not alter the logo in any way. Never attempt to redraw or alter the proportions of the logo. Do not change the color, or add or omit any elements of the logo. INCORRECT LOGO USAGE DO NOT leave off a CLARCOR company on a white or light background* CORRECT LOGO USAGE Use Logo: BFBrand DO NOT leave off a CLARCOR company on a dark background* Use Logo: BFBrandDB * a CLARCOR company can be omitted on promotional items, such as pens, where the print area is too small or on shirts, where it is not legible. 10

11 LOGOS INCORRECT LOGO USAGE To ensure a consistent identity, it is essential the logo is used correctly. Do not alter the logo in any way. Never attempt to redraw or alter the proportions of the logo. Do not change the color, or add or omit any elements of the logo. INCORRECT LOGO USAGE DO NOT leave off the registration mark on a white or light background CORRECT LOGO USAGE Use Logo: BFBrand DO NOT leave off the registration mark on a dark background Use Logo: BFBrandDB 11

12 LOGOS COLOR PALETTE LOGO COLORS The color version of the Baldwin logo is the primary brandmark of the identity system. The color version should be used in branded applications whenever possible. The red of the Baldwin logo is CMYK 100% Yellow and 100% Magenta. PRINT PRINT DIGITAL Pantone 4-Color Process Web/ Matching System CMYK Video Usage Pantone C, 100 M, 100 Y, 0 K 237 R, 28 G, 36 B HTML# ed1c24 Black 0 C, 0 M, 0 Y, 100 K 35 R, 31 G, 32 B HTML#

13 LOGOS CLEAR SPACE WITHOUT WHITE BORDER WITH WHITE BORDER A minimum area surrounding the logo must be kept clear of any other typography, graphic elements and the trim edge of a printed piece. More than the minimum clear space is encouraged if applications provide the opportunity. Minimum clear space on all sides is equal to height of the word FILTERS. H H H H H H H H H H H = Height of the word FILTERS H = Height of the word FILTERS MINIMUM SIZE A minimum size for reproduction has been established for the logo to protect the clarity and impact of the brand identity and its appearance. The height of the logo should be no smaller than 3/8 in. (9.5 mm) in all applications. The height is measured from the top of the BALDWIN parallelogram to the bottom of the FILTERS parallelogram. 3/8 in. (9.5 mm) The height of the minimum size is equal to 3/8 in. (9.5 mm). 13

14 PRINT & ELECTRONIC PRIMARY FONTS Helvetica and Times are the primary fonts for marketing and advertising materials. Helvetica Helvetica is the preferred sans serif font. Helvetica Bold and Black are the main sans serif fonts used for headings and subheadings. Helvetica is the main sans serif font used for body text. Times Times is the preferred serif font. Times Bold is the main serif font used for headings and subheadings. Times is the main serif font used for body text. Note: It is acceptable to condense text. SANS SERIF FONT H e l v e t i c a A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Helvetica Light Helvetica Light Italic Helvetica Helvetica Italic Helvetica Bold Helvetica Bold Italic Helvetica Black Helvetica Black Italic SERIF FONT T i m e s A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Times Times Italic Times Semibold Times Semibold Italic Times Bold Times Bold Italic 14

15 PRINT & ELECTRONIC SECONDARY FONTS Impact and Arial are the secondary fonts for marketing and advertising materials. Impact Impact may be used to add extra weight to headings. ALTERNATE SANS SERIF HEADING FONT I m p a c t A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z I m p a c t Arial Arial is the preferred font when creating text for the Web, PowerPoint presentations and correspondence to ensure optimum screen legibility. Arial is available in a wide range of weights and styles for both PC and Macintosh systems. Note: It is acceptable to condense text. ELECTRONIC FONT Arial A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Arial Arial Italic Arial Bold Arial Bold Italic Arial Black 15

16 PRINT & ELECTRONIC BUSINESS CARD Stock White Paper Stock Name Helvetica Black - 8 point Flush Left Title - Line 1 Helvetica - 8 point (Horz. 90%) Leading - 12 point Flush Left Title - Line 2 Helvetica - 8 point (Horz. 90%) Leading - 9 point Flush Left Address Helvetica - 8 point (Horz. 90%) Leading - 9 point Flush Right Maximum Lines = 11 (includes line between address and numbers) Website & Quality Line Helvetica Black - 7 point Leading - 9 point Centered Note: 2-Sided printing is allowed for dual language or additional information. For help with setup, contact the Marketing Communications Department at Baldwin Filters at 3 1/2 x 2 in. (90 x 50 mm) 1 in. (25 mm) 5/32 in. (4 mm) 3/16 in. (5 mm) 31/32 in. (25 mm) First Last Name Title First Line Title Second Line Title Third Line Side 2 - Setup Example 3/16 in. (5 mm) 3/16 in. (5 mm) 3/16 in. (5 mm) 3 1/2 in. (90 mm) 3/16 in. (5 mm) Address Area Max. address lines = 11 (12 on some formats) P.O. Box 6010 (68848) 4400 East Highway 30 Kearney, NE Direct: Baldwin: Fax: Cell: TS & ISO 9001 Quality Systems Certified Title First Line Title Second Line Address First Line Address Second Line Address Third Line Tel: Fax: Title First Line Title Second Line Address First Line Address Second Line Address Third Line Tel: Fax: /2 in. (13 mm) 3/16 in. (5 mm) 3/16 in. (5 mm) 2 in. (50 mm) * Business card sizes may vary. For other sizes, use the same measurements from the outside edges as shown above. Any deviation from the business card template must be approved by the Marketing Communications Department. 16

17 PRINT & ELECTRONIC LETTERHEAD LETTER (8 1/2 x 11 in.) Stock White Paper Stock 1/2 in. (13 mm) 1 5/8 in. (22 mm) Address Heading Helvetica Black - 8 point Leading - 9 point Flush Left 2 in. (51 mm) 1/2 in. (13 mm) A4 (210 x 297 mm) Address Body Text Helvetica - 8 point (Horz. 90%) Leading - 9 point Flush Left 1 in. (25 mm) 7/16 in. (12 mm) 3/8 in. (10 mm) 3/8 in. (10 mm) 5/8 in. (16 mm) For help with setup, contact the Marketing Communications Department at Baldwin Filters at Use the correct TS/ISO logo version pertaining to each location (if applicable). * For A4 size, use the same measurements from the outside edges as shown above. 17

18 PRINT & ELECTRONIC ENVELOPE #10 Envelope (9 1/2 x 4 1/8 in.) DL Envelope (220 x 110 mm) Stock White Paper Stock Address Text Helvetica - 9 point Leading - 11 point Flush Left 3/8 in. (10 mm) 1 1/4 in. (32 mm) 1 1/4 in. (32 mm) 3/8 in. (10 mm) For help with setup, contact the Marketing Communications Department at Baldwin Filters at 18

19 PROMOTIONAL ITEMS GUIDELINES 1-COLOR PROMOTIONAL ITEMS With promotional items such as pens, mugs, and bags, it is important to take extra care to ensure that the logo is properly displayed and positioned. The preferred colors for products displaying the Baldwin logo are red, black, white or gray/silver. 1-COLOR IMPRINTS Most promotional items, such as mugs, pens, coolers, koozies, duffle bags, etc., are imprinted with 1-color. The preferred ink color for 1-color imprints is black, white or gray/silver. Due to the lack of readability, do not include a CLARCOR company on pens and other small promotional items. Use Logo: BFBrandbw* Mugs with Black, White or Gray/Silver Imprint (Must include a CLARCOR company ) If you have any questions concerning the correct usage on promotional items, please contact the Marketing Communications Department at Baldwin Filters at Pens with Black or Gray/Silver Imprint (Leave off a CLARCOR company ) Duffle Bag with Gray/Silver Imprint (Must include a CLARCOR company ) * For 1-color imprinting, send both the black & white (EPS vector) and color (EPS vector) logos. The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 19

20 PROMOTIONAL ITEMS INCORRECT LOGO USAGE ON PROMOTIONAL ITEMS When screenprinting on promotional items with 1-color lighter ink on darker backgrounds, the lighter ink must be applied to the positive areas (the red and black areas of the color logo). Do not print the negative areas (the white areas of the color logo). INCORRECT LOGO USAGE Tone-on-Tone (Lighter Ink) Positive Area (Lighter Ink) Positive Area (Lighter Ink) CORRECT LOGO USAGE Tone-on-Tone (Lighter Ink) Negative Area (Nonprinted Area) Negative Area (Nonprinted Area) Tone-on-Tone (Lighter Ink) DO NOT print the negative areas of the logo on promotional items Tone-on-Tone (Lighter Ink) DO print the positive areas of the logo on promotional items 20

21 APPAREL ITEMS GUIDELINES With apparel items, it is important to take extra care to ensure the logo is properly displayed and positioned. Though it is acceptable to place the Baldwin logo on most color apparel items, the preferred color to represent the company at major events are white, red, black or gray. APPAREL LOGOS Logos on apparel items can be produced in color, black, white or tone-on-tone. Due to the lack of readability, do not include a CLARCOR company on embroidered apparel items. For logos on apparel items, use the EPS (vector) versions. Check with the vendor for artwork requirements. COLOR VERSIONS Use Logo: BFBrandApparel (On embroidered items, leave off a CLARCOR company The vendor will make the registration mark black or white) Use Logo: BFBrand (On screenprinted items, a CLARCOR company must be included.) FOR BLACK, WHITE OR TONE-ON-TONE VERSIONS If you have any questions concerning the correct usage on apparel items, please contact the Marketing Communications Department at Baldwin Filters at Use Logo: BFBrandbwApparel* * For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos. The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 21

22 APPAREL ITEMS CAPS Color Versions When placing the color logo on a cap, the logo must have a white border. The registration mark must be included and should either be black on white or light backgrounds, or white on dark backgrounds. Due to the lack of readability, do not include a CLARCOR company. In some instances, the registration mark is acceptable in either black or white. Please use your best judgment. COLOR VERSIONS White Border with Black Registration Mark* BLACK & TONE-ON-TONE VERSIONS Black Logo with Black Registration Mark Black & Tone-on-Tone Versions It is acceptable to place black or tone-on-tone logos on caps. When printing tone-on-tone, print the logo either several shades darker than the cap or several shades lighter than the cap. See examples. White Border with White Registration Mark Tone-on-Tone Logo (Lighter Thread) Logo Size (Front): 3 in. (76 mm) width White Border with Black Registration Mark Tone-on-Tone Logo (Darker Thread) * For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos. The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 22

23 APPAREL ITEMS CAPS SIDE VERSIONS Side Versions The Baldwin logo can be placed on the side of the cap (left side is preferred). All color guidelines from page 22 apply to these versions. Logo Size (Side): 2 1/2 in. (63 mm) width White Border with White Registration Mark* Black Logo with Black Registration Mark Tone-on-Tone Logo (Lighter Thread) * For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos. The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 23

24 APPAREL ITEMS CAPS TONE-ON-TONE (LIGHTER THREAD) TONE-ON-TONE (DARKER THREAD) It is important to note, when printing black or tone-on-tone versions, cap vendors stitch the word BALDWIN, but may or may not stitch the background of the bottom parallelogram around the word FILTERS due to space and readability; therefore, it is important to try and match Color 2 as closely as possible to the cap color. Color 1 Background behind FILTERS may or may not have stitching. If no stitching, then the hat color will show through. Color 2 Color 1 Background behind FILTERS may or may not have stitching. If no stitching, then the hat color will show through. Color 2 Color 1 (Positive Area) = Lighter Thread Color 1 should be several shades lighter than the cap to create a good contrast. Color 1 (Positive Area) = Darker Thread Color 1 should be several shades darker than the cap to create a good contrast. Use Color 1 for the Positive Areas: The parallelogram behind BALDWIN The word FILTERS The parallelogram outline around FILTERS The Registration Mark Use Color 1 for the Positive Areas: The parallelogram behind BALDWIN The word FILTERS The parallelogram outline around FILTERS The Registration Mark Color 2 (Negative Area) = Darker Thread Color 2 should match the color of the cap as close as possible. Color 2 (Negative Area) = Lighter Thread Color 2 should match the color of the cap as close as possible. Use Color 2 for the Negative Areas: The word BALDWIN The inside of the parallelogram around FILTERS (optional) Use Color 2 for the Negative Areas: The word BALDWIN The inside of the parallelogram around FILTERS (optional) 24

25 APPAREL ITEMS SHIRTS COLOR VERSIONS Color Versions When placing the color logo on a shirt, it is best to place the logo on the front left side for maximum visibility. If the shirt has a pocket, place the logo above the pocket. When placing the color logo on a color shirt, the logo must have a white border. The registration mark must be included and should either be black on white or light backgrounds, or white on dark backgrounds. Due to lack of readability, do not include a CLARCOR company. Though it is acceptable to place the Baldwin logo on most color shirts, the preferred color shirts to represent the company at major events are white, red, black, gray or light blue. No Border with Black Registration Mark White Border with White Registration Mark Logo Size: 2 1/2 in. (63 mm) width (not including white border) White Border with Black Registration Mark * Send the color (EPS vector) logo. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 25

26 APPAREL ITEMS SHIRTS BLACK, WHITE & TONE-ON-TONE VERSIONS Black, White & Tone-on-Tone Versions It is acceptable to place black, white or tone-on-tone logos on shirts. These logos can be placed on the front, left side or on the left sleeve just above the cuff. The registration mark must be included and should either be black on white or light backgrounds, or white on dark backgrounds. Due to lack of readability, do not include a CLARCOR company. When printing tone-on-tone, print the logo either several shades darker than the shirt or several shades lighter than the shirt. See examples. See cap examples on page 24 for more detailed information about matching thread use for tone-on-tone applications. Black Thread White Thread Black Thread Black Thread Logo Size: 2 1/2 in. (63 mm) width Tone-on-Tone Logo (Darker Thread) Tone-on-Tone Logo (Lighter Thread) * On black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos. The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 26

27 APPAREL ITEMS INCORRECT LOGO USAGE ON APPAREL ITEMS When using tone-on-tone versions (darker or lighter), do not make the word BALDWIN white. The word BALDWIN should be the same color as the shirt. When using lighter thread tone-on-tone versions on darker backgrounds, the lighter thread must be applied to the positive areas (the red and black areas of the color logo). Do not make the negative areas (the white areas of the color logo) the lighter thread color. INCORRECT LOGO USAGE Tone-on-Tone Versions DO NOT make the word BALDWIN white CORRECT LOGO USAGE Tone-on-Tone Versions The word BALDWIN should be the same color as the shirt Tone-on-Tone Versions (Lighter Thread) DO NOT make the negative areas of the logo the lighter thread color Tone-on-Tone Versions (Lighter Thread) DO make the positive areas of the logo the lighter thread color 27

28 CONTACT INFORMATION UPDATES Periodically check our website at resourcesimagebank.html to ensure you have the latest PDF version of our Brand Identity Standards, as well as our most current logos. MARKETING COMMUNICATIONS DEPARTMENT Thank you for taking the time to review our brand identity standards. If you have any questions or need additional assistance, please contact the Marketing Communications Department at Baldwin Filters East Highway 30 P.O. Box 6010 Kearney, NE Ph: Toll Free: Fax: If the logo or format you are looking for is not on our website, please contact the Marketing Communications Department at Baldwin Filters at 28

29 Form Baldwin Filters, Inc.

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