Logo Usage and Advertising Guidelines

Logo Usage and Advertising Guidelines

THE KINETICO LOGO The Kinetico logo consists of the signature K water drop A and the name Kinetico B. These two elements together comprise the official Kinetico logo; the elimination of one of the elements is unacceptable. A registration mark ( ) C must always appear with the Kinetico logo. A B C MODIFIERS The Kinetico logo may be used with a modifier (pictured below) or without a modifier (pictured above). The modifiers are part of the logo and must not be altered in any way. Two modifiers are available for dealer use, water systems and home water systems. No variations are acceptable. Copyright, November 2010 Kinetico Incorporated 2

APPROVED LOGOS The 4 color, dimensional logo is to be used whenever possible. However, there are several variations of the Kinetico logo to fit your advertising needs. All of the logos pictured below can be found on the Dealer Extranet under the Image Library section of the Marketing tab. 4 color, dimensional logo vertical 4 color, dimensional horizontal All blue (pms 661 only) All black W All white (reverse) to be used against a dark background Bold to be used in outdoor advertising for higher visibility Copyright, November 2010 Kinetico Incorporated 3

LOGO RULES The Kinetico logo including the modifiers must never be altered, changed, re drawn or re created from scratch. The original Kinetico art files for the logo found on the extranet MUST be used. All Kinetico art files are available on the Dealer Extranet under the Image Library section of the Marketing tab. Anyone (outside vendors included) can access the Image Library of the Dealer Extranet. No log in is required. The Kinetico logo should be separated from type, photographs, illustrations or other graphics. Other elements should be kept at a distance equal to half the height of the Kinetico logo. NO by All-Clean Water YES! All-Clean Water Systems 800.564.9111 The type style (font) and the dimensions (proportions) of the logo must not be altered or changed in any way. The logo should not be stretched or shortened. Examples: (stretched out of proportion) (shortened) Kinetico The background color must show through the logo. (( (type style/font changed) Shadows, highlights or outlines must not be applied to the logo. The logo must not be enclosed in a box. Examples: (shadow) (enclosed in a box) When used within copy, headlines or a sentence, the Kinetico logo must not appear in place of the word "Kinetico." Example: Buy a Drinking Water System! The signature K water drop is part of the Kinetico logo and must not be used by itself. It must always appear with the word Kinetico and the registration mark. Example: (cannot stand alone) The Kinetico name can be used in advertising, but only when the logo appears in conjunction. All advertisements must include a Kinetico logo. The Kinetico wave and the little girl are not part of the logo and do not need to be used in advertising. Copyright, November 2010 Kinetico Incorporated 4

ADVERTISING GUIDELINES AUTHORIZED, INDEPENDENT KINETICO DEALER ALL forms of advertising must clearly state 1.) the Kinetico Dealership's name and 2.) that they are an "Authorized, Independent Kinetico Dealer." No variations are acceptable. The phrase does not have to be prominent in the ad, just legible. The purpose of the adding the "authorized, independent" phrase is to distinguish the Dealer from the manufacturer, especially those Dealers who use a Kinetico dba. COMPETITIVE PRODUCTS Advertisements must exclusively promote Kinetico. Ads containing trademarks, brand names or products which are competitive with Kinetico products are not acceptable. CONSUMERS DIGEST BEST BUY Kinetico has licensed from Consumers Digest the use of its best buy verbiage, seal and ribbon in our advertising for three Kinetico water softeners: 2030s, 2060s and 2100s. Use of the Consumers Digest Best Buy ribbon or verbiage in advertising for any other product besides the 2030s, 2060s and 2100s is not allowed. All guidelines for usage of the Consumers Digest Best Buy ribbon must be followed. (Please reference the Consumers Digest Advertising Guidelines, found in the Advertising section of the Marketing tab on the Dealer Extranet.) The Consumers Digest artwork can be found under "logos" in the Image Library section of the Marketing tab on the Dealer Extranet. DBA In advertising, Kinetico Dealers may not use "Kinetico" as part of their business name (e.g. Kinetico by XXX, Kinetico Quality Water Systems, Kinetico Water, etc.) unless a DBA agreement has been granted by Kinetico Incorporated. Ads that include a name that is the dealership s legal business name or legal DBA with Kinetico Incorporated will not be eligible for co op reimbursement. GUARANTEES Kinetico Incorporated has a written warranty that protects the end user against manufacturing defects. However, because we cannot be certain that our equipment is applied per our specifications at each installation site, we do not guarantee the performance of our products. We urge Kinetico Dealers to avoid making performance guarantees in advertising as well. However, if you choose to use the word guarantee in your advertising of Kinetico products you must follow the guidelines listed below. Advertisements that do not follow these guidelines will be ineligible for co op reimbursement. State your dealership name in the ad. Include the statement, Authorized, Independent Kinetico Dealer in the ad. Comply with the Federal Trade Commission s regulations for the Advertising of Warranties and Guarantees (i.e. the ad must clearly and prominently disclose the limitations, terms or conditions that apply to the guarantee). Visit http://ecfr.gpoaccess.gov to read more about the FTC s regulation on guarantees. (Search for Title 16, Part 239.1.) GREEN ADVERTISING Green or environmental claims in Kinetico advertising should be used with caution as very few attributes of Kinetico products can be considered green. Because Kinetico water softeners are non electric, may use less salt and water and may reduce the amount of soaps and detergents used, they could be considered greener than most other water softeners on the market. When advertising Kinetico water softeners, we prefer that Dealers use the phrase The Greener Choice. For example, Kinetico is the greener choice in water softening. This phrase could also be applied in reference to The K5 Drinking Water Station. For example, The K5 Drinking Water Station is the greener choice over bottled water. When using environmental or green claims in your advertising, keep the following guidelines in mind. Have proof of your environmental claim, i.e. reliable scientific evidence that what you are claiming is true. Be specific about your environmental claim and avoid generalized or vague statements. If you use an attention grabbing headline in your ad such as GO GREEN with Kinetico, be sure that the rest of your ad clearly and specifically conveys to the end user why they will be environmentally conscious if they purchase a Kinetico product. If you are in doubt about an environmental claim involving Kinetico products, please contact the Marketing department at Kinetico for suggestions or feedback before placing your advertising. KINETICO PRODUCTS To keep our brand name consistent, Kinetico products must be referred to by the name Kinetico alone. You may not combine a dealership name with Kinetico s when referring to Kinetico products. For example, the dealership name is All Clean Water. In advertising this particular dealership refers to a Kinetico Drinking Water System as an All Clean Kinetico Drinking Water System. This is not acceptable because Kinetico is the sole manufacturer of the product. It is not a joint product by All Clean and Kinetico as the name implies. This Dealer could, however, refer to Kinetico products this way, A Kinetico Drinking Water System from All Clean Water. This phrasing would be perfectly acceptable. Copyright, November 2010 Kinetico Incorporated 5

LOGO USAGE Print or other visual forms of advertising must contain a Kinetico logo. The logo must meet all of Kinetico's logo specifications. The advertisement must be devoted to the promotion of Kinetico and its products. MADE IN THE U.S.A. In order to advertise a product as Made in the U.S.A. the product must be all or virtually all manufactured in the United States. Although Kinetico products are assembled in the United States, some of the components are manufactured in other countries making Kinetico ineligible to use the phrase, Made in the U.S.A. MISLEADING AND DECEPTIVE ADVERTISING Any advertising and promotional materials which includes the Kinetico logo or name must not be misleading or deceptive in any respect and must comply with the requirements set forth in the trademark and trade name section of the Kinetico Dealer Agreement. NO SALT vs. NO SODIUM The phrase "NO SALT" or SALT FREE may not be used when advertising Kinetico water softeners. All Kinetico water softeners use some form of salt (sodium or potassium) to function. However, the phrase "NO SODIUM" may be used. It must be asterisked (*) and a disclaimer must be included. Any one of the following disclaimers is acceptable. using a salt substitute using potassium chloride uses salt substitute, contains less than 1% sodium using K Life, a salt substitute KINETICO INCORPORATED When referring to Kinetico in print as Kinetico Incorporated, the name must be written out in its entirety and not abbreviated. For example, Kinetico, Inc. is not acceptable. Copyright, November 2010 Kinetico Incorporated 6