GRAPHIC STANDARDS
TABLE OF CONTENTS 2 Exmark Graphic Standards Table of Contents............................................................................... 2 Exmark Logo................................................................................... 3 Clear Space and Minimum Size..................................................................... 4 Acceptable/Unacceptable Usage.................................................................... 5 Logo Files...................................................................................... 6 Dealer Co-branded Logo Use...................................................................... 7 X Icon......................................................................................... 9 Clear Space and Minimum Size.................................................................... 10 Size/Ratio and Proximity.......................................................................... 11 Exmark Logo and X Icon Usage Examples.................................................................12 Acceptable/Unacceptable Usage................................................................... 13 Logo Files..................................................................................... 14 Product and Additional Logos.................................................................... 15 Name Usage.................................................................................. 16 Typography................................................................................... 17 Color........................................................................................ 18 Print Samples Full-Page Trade Publication Ad.................................................................... 19 Full-Page Trade Publication Ad with Offer and Dealer Tag............................................... 20 Newspaper Samples............................................................................. 21 Point of Purchase............................................................................... 22 Overview..................................................................................... 23 Web/Video Samples Web......................................................................................... 24 Video........................................................................................ 25 X Icon Gear Samples............................................................................ 26 Product Branding Guidelines..................................................................... 27
EXMARK LOGO 3 Overview The Exmark Logo is the main visual identifier of the Exmark brand. There is only one Exmark Logo. It should appear in color whenever possible. One, two and four-color versions in positive and reverse are available for printing. A digital version is also available for optimal reproduction with screen applications. See page 6 for a complete listing. WHITE BORDER FOR REVERSE APPLICATIONS BLACK OUTLINE WHITE TYPE RED CIRCLE REGISTERED MARK (when logo is on a white background, registration mark is black) Positive Reverse
EXMARK LOGO 4 Clear Space and Minimum Size Maintain a minimum clear space between the Exmark Logo and any other elements. 1 m Draw a square the width of the Exmark M to measure clear space around logo. Preferred Size A good rule of thumb for the size of the Exmark Logo is 1.125 on an 8.5 x 11 ad. Since there are many factors to take into account, use this as a starting point and not an absolute rule. 1.125 Minimum Size To ensure legibility, the Exmark Logo should never appear smaller than this. Some processes, such as screen printing, may require a larger logo to be legible. Always consult with your vendors on specific jobs to assure acceptable reproduction of the logo.
EXMARK LOGO 5 Acceptable/Unacceptable Usage The Exmark Logo should be used unaltered, in full color whenever possible. If only one color is used, the logo must be black or reversed.the logo may only appear on approved background colors and images as shown below unless written permission is received from Exmark Marketing Communications prior to production. Acceptable Logo Usage 4-Color on Exmark Red 4-Color on Exmark Dark Gray 4-Color on Exmark Light Gray 4-Color on Black 4-Color on uniform image areas 4-Color on uniform image areas 1-Color on Gray 1-Color on Black 1-Color on Uniform Image Areas Unacceptable Logo Usage tra Never resize, skew or alter the proportions of the logo. Do not use the logo as a part of another word. Do not screen back any part of the logo. Do not change the colors in the logo. exmark Do not recreate the logo with any other typeface or shape. Do not place logo on busy image areas. Do not place logo on other background colors.* Do not place logo on other background colors.* * On dealer co-branded materials or if Exmark is a sponsor and has no control over the colors of the materials, sponsored event, etc., placement of logo on other colors is permitted.
EXMARK LOGO 6 Logo Files The following Exmark Logo files are available to download. If you are unsure of which to use, check with your designer or printer. 4-Color Process Logos For CMYK printing such as magazine ads, direct mail and posters. 2-Color Spot Logos For 2-color printing such as letterhead, business cards and screen printing. Exmark_CMYK.eps Exmark_PMS1805.eps Exmark_CMYK_rev.eps Exmark_PMS1805_rev.eps Digital Logos For screen applications such as web and video. See color section for web color formula. 1-Color Logos For single-color jobs. Exmark_RGB.eps Exmark_K.eps Exmark_RGB_rev.eps Exmark_K_rev.eps
EXMARK LOGO 7 Dealer Co-branded Logo Use Co-branding guidelines are provided here to help dealers create their own Exmark materials. Use these logo lockups for wearables, identity (business cards, letterhead and envelopes), signage or other items that warrant equal dealer and Exmark exposure. It is not mandatory to use dealer and Exmark logos together. It is also OK for the dealer logo and the Exmark Logo to appear in different locations on an item like front and back of a shirt. However, when they are linked, follow these guidelines: Horizontal Dealer Logos Stacked Center logos vertically. Never make the dealer logo taller than the Exmark Logo. SMALL ENGINE SPECIALISTS Preferred dealer logo color is black. Use the 1m clear space rule outlined on page 4. Always use a.5 pt black rule divider. Width must match that of the longest logo. Vertical Dealer Logos Stacked Dealer Logos Side by Side Size/ratio rules still apply on side-by-side versions. SMALL ENGINE SPECIALISTS SMALL ENGINE SPECIALISTS SMALL ENGINE SPECIALISTS SMALL ENGINE SPECIALISTS Minimum width of stacked dealer logo should match width of Exmark Logo. Maximum height of stacked dealer logo should also match width of Exmark Logo. SMALL ENGINE SPECIALISTS
EXMARK LOGO 8 Dealer Co-branded Logo Usage Examples Below are examples of approved use of the dealer logo and Exmark Logo. SMALL ENGINE SPECIALISTS SMALL ENGINE SPECIALISTS SHIRTS CAPS SMALL ENGINE SPECIALISTS John Doe, Owner 123 Any Address Any Town, ST 12345 (123) 456-7890 email@server.com www.website.com BUSINESS CARDS
X ICON 9 Overview The X Icon is the visual shorthand for the Exmark brand. Exmark owners or not, landscape professionals recognize and relate to our X Icon. They ve seen the X Icon on their mowers, around town and/or inside dealerships. They have also seen it on hats, shirts and other gear. General consumers are not as familiar with the X Icon. Proper usage of the Exmark Logo and X Icon will help maintain cohesive brand recognition across all audiences. See pages 10 12 for usage rules and examples. 100% BLACK WHITE PMS 1805C C5 M96 Y80 K22 Positive Reverse
X ICON 10 Clear Space and Minimum Size Maintain a minimum clear space between the X Icon and any other elements. X Stem Draw a square the width of the X Icon s largest stem to measure clear space around X Icon. Minimum Sizes To ensure legibility, the X Icon should never appear smaller than this. Some processes, such as screen printing, may require a larger X Icon to be legible. Always consult with your vendors on specific jobs to assure acceptable reproduction..25 SUNGLASSES* * Because of the extra-small imprint area, sunglasses are one of the only items where X Icon usage is permitted by itself.
X ICON 11 Size/Ratio and Proximity The X Icon and the Exmark Logo work together in our communications. They should maintain the size relationship shown below when on the same side of an execution. In all cases when the X Icon is used, the Exmark Logo should be present in the same execution. The Exmark Logo may, however, appear without the X Icon. Size/Ratio of X Icon to Exmark Logo The X Icon and Exmark Logo must maintain the proportions outlined here for any size configuration, except below minimum size of Exmark Logo outlined on page 4. X Icon Proximity to Exmark Logo To avoid visual clutter, the X Icon and Exmark Logo should be separated by two X Icon widths when they appear together on the same side of an item.
X ICON 12 Exmark Logo and X Icon Usage Examples Below are examples of approved use of the X Icon and Exmark Logo. Single-sided Applications Remember to adhere to size/ratio and proximity requirements on single-sided items. THE WRONG MOWER DOESN T CUT GRASS. IT CUTS YOUR BUSINESS LIFESPAN. THE LAZER Z One serious mower for serious pros. Demo one and see why it s the machine preferred over any other. Find a dealer near you at exmark.com TRADE AD WEBSITE X Icon on Multi-page, Multi-imprint Items The X Icon and Exmark Logo do not need to appear on the same page of a multiple-page document, or on the same side of items with front and back or multi-imprint areas. When separate, X Icon and Exmark Logo size/ratio does not apply. 2012 ADVANTAGE CAPS IT COMES FROM THE DESIRE TO MAKE THE LANDSCAPE MORE BEAUTIFUL. EXMARK DIFFERENCE If you re an Exmark owner, chances are, you had a hand in building your machine. Whether you know it or not, you re the reason the deck is deeper, the controls are smoother and the parts are fewer. CATALOG COVER 4 INSIDE PAGE
SPECIFICATIONS X ICON 139 Acceptable/Unacceptable Usage Acceptable X Icon Usage X Icon on Exmark Red X Icon on Exmark Dark Gray X Icon on Exmark Light Gray X Icon on Black 4-Color on uniform image areas X Icon on white background or light image areas X Icon on Gray X Icon on Black 4-Color on uniform image areas X Icon on white background or light image areas Unacceptable X Icon Usage -cite Never resize, skew or alter the proportions of the X Icon. Do not use the X Icon as a part of another word. Do not screen back any part of the X Icon. Do not change the colors in the X Icon. Do not separate any pieces of the X Icon. Do not place X Icon on busy image areas. Do not place X Icon on other background colors.* Do not place X Icon on other background colors.* Reference page 14 for approved X Icon files. * On dealer co-branded materials or if Exmark is a sponsor and has no control over the colors of the materials, sponsored event, etc., placement of logo on other colors is permitted.
X ICON 14 Logo Files The following X Icon files are available to download. Guidelines for use are provided. If you are unsure of which to use, check with your designer or printer. 4-Color Process Icons For CMYK printing such as magazine ads, direct mail and posters. 2-Color Spot Icons For 2-color printing such as letterhead, business cards and screen printing. Exmark_X_icon_CMYK.eps Exmark_X_icon_PMS1805.eps Exmark_X_icon_CMYK_outline.eps Exmark_X_icon_PMS1805_outline.eps Digital Icons For screen applications such as web and video. See color section for web color formula. 1-Color Icons For single-color jobs. Exmark_X_icon_RGB.eps Exmark_X_icon_K.eps Exmark_X_icon_RGB_outline.eps Exmark_X_icon_K_outline.eps
PRODUCT & ADDITIONAL LOGOS 15 Overview Product logos, custom features and collection system logos are available in CMYK with, and without, the white outline; as well as black with, and without, the white outline. Contact Exmark s Marketing Department for downloadable logos. CMYK version with no outline. Registered mark is black. Black version. Registered mark is black. CMYK version with white outline for reverse applications. Registered mark is white. Black version with white outline for reverse applications. Registered mark is white.
SPECIFICATIONS NAME USAGE 169 Registered Names and Trademarks The official name of our company is Exmark Manufacturing Co. Inc.; however, this name should only be used in disclaimers. For all purposes other than disclaimers, all references to the company must use the brand name Exmark. In written form, the brand name should always use a capital E. The Exmark Logo is the only place where the lowercase e is used. In disclaimer copy use the official name Exmark Manufacturing Co. Inc. In all other writing use the brand name Exmark with a capital E. Get to know the best zero-turns on the planet. 680cc Kohler Command V-Twin engine. 48 full-floating UltraCut Series 6 Exmark Mfg. Co., Inc. / 2101 Ashland Avenue / P.O. Box 808 / Beatrice, cutting NE 68310-0808 deck. / Call 402.223.6300 / Fax 402.223.6384 Products depicted in this literature are for demonstration purposes only. Actual Exmark products -exclusive offered Parker for sale unitized may vary in use, design, required attachments and safety features. We reserve 16cc the right pump to improve and wheel our products motor system. and make changes in specifications, designs and standard equipment without notice and without incurring Kohler is a registered trademark and Kohler Command is a t trademark of Kawasaki Motors Corp. Turf Mate, Turf Master, Tu trademarks of Carlisle Tire & Rubber Co. obligation. See your dealer for details on all of our warranties. 24x12.0-12, 4-ply Multi-Trac drive tires. Kubota is a registered trademark of Kubota Engine America C Exmark, Turf Tracer, Lazer Z, Metro, Pioneer, Vantage, Phazer, Quest, Exmark 12-gallon, Parts Plus single, Navigator fuel tank., and American Honda Motor Co., Inc. Hydro-Gear is a registered tra UltraVac are registered trademarks, and Viking, UltraCut, Micro-Mulch and CustomRide are trademarks of Exmark Mfg. Co., Inc. 3-year limited commercial or 5-year/ 2012 Exmark Manufacturing Company, Inc. All rights reserved. Printed 750 hours limited consumer warranty. CATALOG BACK COVER $ MOWER TAG 9,599 CSP Registration Marks and Trademarks When using the Exmark Logo, product names and supplier names in literature, it is important to apply the proper registered mark or trademark symbol when applicable. Exmark Viking Registered mark Trademark symbol Current Exmark Lazer Z Metro Navigator Exmark Parts Plus Turf Tracer UltraVac Quest Pioneer Vantage UltraCut Viking Micro-Mulch Turf Star Retired Property of Exmark DO NOT USE Excalibur Triton TriVantage FrontRunner Gotta Mow LazerLocker Phazer
TYPOGRAPHY 17 Typefaces The typefaces for Exmark consist of two main font families, Rockwell and Avenir. These two families are Adobe -licensed fonts and can be purchased as Adobe PC or MAC versions from www.adobefonts.com. Headlines are set in all caps, Rockwell Extra Bold. Lower case is not permitted for this typeface. Subheads, body copy and disclaimers are set in Avenir. Various weights and styles are available to add typographic color and emphasis to materials. See Marketing Samples guide (pages 19-22) for actual examples on how to use these typefaces. Rockwell Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 35 Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 55 Roman Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 65 Medium Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 85 Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./ Avenir 95 Black Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*( )_+{} : <>?[]\;,./
COLOR 18 Process, Spot and Web Colors The repeated use of a family of colors is another important element in strengthening a brand s identity. Below you ll find Exmark s approved color palette from the Pantone Matching System (PMS)*. The spectrum includes Exmark s signature red (PMS 1805C), along with support (PMS 423C) and accent colors (PMS 421C and Black). PMS 1805C Red PMS 423C Gray PMS 421C Gray PMS Black C5 M96 Y80 K22 C0 M0 Y0 K44 C0 M0 Y0 K26 C0 M0 Y0 K100 R175 G39 B47 R137 G141 B141 R178 G180 B178 R45 G41 B38 HEX AF272F HEX 898D8D HEX B2B4B2 HEX 2D2926 * Please refer to the most up-to-date Pantone Formula Guide and Color Bridge swatch books for color accuracy, not printouts of this page.
PRINT SAMPLES 19 Full-Page Trade Publication Ad THE WRONG MOWER DOESN T CUT GRASS. IT CUTS YOUR BUSINESS LIFESPAN. Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don t touch. Always all caps. Leading should be 2 pts. larger than headline size. THE LAZER Z One serious mower for serious pros. Demo one and see why it s the machine preferred over any other. Find a dealer near you at exmark.com Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don t touch. 13 pt Font Size Avenir Medium 0 pt Tracking 9 pt Font Size 11 pt Leading
PRINT SAMPLES 20 Full-page Trade Publication Ad with Offer and Dealer Tag THE WRONG MOWER DOESN T CUT GRASS. IT CUTS YOUR BUSINESS LIFESPAN. Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don t touch. Always all caps. Leading should be 2 pts larger than headline size. THE LAZER Z One serious mower for serious pros. Demo one and see why it s the machine preferred over any other. Find out more at exmark.com 0 % FINANCING FOR 36 MONTHS On all mowers. Offer valid until December 15, 2011. SMALL ENGINE SPECIALISTS 57th & Havelock, Lincoln 402-466-2000 smallenginespecialists.com Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don t touch. 32 pt Font Size 30 pt Leading Avenir Roman 0 pt Tracking 14 pt Font Size 16 pt Leading Avenir Black 0 Tracking 11 pt Font Size 12 pt Leading Avenir Heavy 0 pt Tracking 8.24 pt Font Size 9 pt Leading Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don t touch. 13 pt Font Size Avenir Medium 0 pt Tracking 9 pt Font Size 11 pt Leading
PRINT SAMPLES 21 Newspaper Samples THE MARK OF LANDSCAPE PERFECTIONISTS: LAZER Z One serious mower for serious pros. Demo one and see why it s the machine preferred over any other. Find out more at exmark.com SMALL ENGINE SPECIALISTS 57th & Havelock, Lincoln 402-466-2000 smallenginespecialists.com 3-COLUMN DEALER TAG NAME ANYTHING ELSE THAT LASTS A LIFETIME. COME ON, THERE MUST BE SOMETHING. LAZER Z One serious mower for serious pros. Demo one and see why it s the machine preferred over any other. Find out more at exmark.com 0 % FINANCING FOR 24 MONTHS On all mowers. Offer valid until December 15, 2011. SMALL ENGINE SPECIALISTS 57th & Havelock, Lincoln 402-466-2000 smallenginespecialists.com 3-COLUMN DEALER TAG & OFFER
PRINT SAMPLES 22 Point of Purchase PENNANT STRINGS / BANNERS THE ONE AND ONLY. Lazer Z X-Series LZX680KC486 Get to know the best zero-turns on the planet. 680cc Kohler Command V-Twin engine. 48 full-floating UltraCut Series 6 cutting deck. Exmark-exclusive Parker unitized 16cc pump and wheel motor system. 24x12.0-12, 4-ply Multi-Trac drive tires. 12-gallon, single fuel tank. 3-year limited commercial or 5-year/ 750 hours limited consumer warranty. $ 9,599 CSP MOWER TAG
PRESS RELEASES 23 Overview Given the varying nature of press releases, the following exceptions for names and qualifiers are acceptable when referring to the Company: Exmark; Exmark Manufacturing; Exmark Manufacturing, a division of The Toro Company. All press releases must receive the approval of Toro Corporate Communications before being distributed at large. Press releases should be on Exmark letterhead and include the following footer: All media inquiries or requests for photos should be directed to Nichole Allen via email at nichole.allen@exmark.com or phone at 402.223.6348.
WEB/VIDEO SAMPLES 24 Web MICROSITE
WEB/VIDEO SAMPLES 25 Video These are the considerations for configuring type over video for Exmark: Typeface and Font Selections ROCKWELL EXTRA BOLD Avenir 65 Medium - 10pt Tracking Always upper and lower case. - 60 pt Tracking Kern each letter individually so serifs don t touch. Always all caps. Title Slides Title slides should have text centered on screen. Subhead should be at least be 25% smaller than title. Red background is preferred, but can vary. If using Red, these are the approved colors: R175 G39 B47 HEX AF272F Supers Supers should be placed on the bottom corners. Beware of safe areas, keep text within those. Red background is preferred but can be taken out if text is readable. Supers should not extend past the center of screen. X Icon Transition to Exmark Logo X Icon starts large and on the center of screen. Zooms out and starts moving left. Fade in Exmark Logo from left/right of X Icon.
X ICON GEAR SAMPLES 26 Apparel and Accessories Understanding the varying nature of apparel and accessories, the X Icon and the Exmark Logo should both be represented on each item but not in close proximity to each other (think front and back). Follow the size/ratio guidelines provided in the Graphic Standards manual on page 11. SHIRTS CAPS SUNGLASSES DRINK WARE BUSINESS ACCESSORIES
PRODUCT BRANDING GUIDELINES 27 Product When placing the X Icon on equipment, keep the following in mind: 1) The product logo should be placed in the forefront position, so it will be easily identified in display and product photography. 2) The Exmark logo should be next in priority. Use only the latest approved Exmark Logo. 3) The X Icon should be added as a blind emboss on seat, gas tank, chute, engine guard, etc. Guidelines for The Exmark Logo and X Icon are found in the Graphics Standards manual on page 4 and page 10.