Tradeshow Overview Tradeshows and exhibitions are marketing mediums that readily engage all the senses in ways impossible to achieve with print ads or video. This is a unique opportunity to help customers and prospective customers experience the Parker brand through color, threedimensional product displays and interaction with Parker staff. Parker participates in many tradeshows and special events all over the world to promote the Parker brand. These tradeshows and special events help to reinforce Parker as the leader in motion and control technologies, partnering with customers across the globe. It is very important that Parker has a consistent look and feel through the use of visual components at these events, regardless of where they take place, or what group or division is being represented. The universal visual components of a Parker tradeshow booth are below. Additional graphics or logos should never be created or used at a show. The Parker identity elements Color palette Typography Graphics and imagery Product displays Apparel BOOTH(S) All Parker groups and divisions attending the same tradeshow or exhibition should coordinate in a single or adjacent booth(s) for maximum impact whenever possible. L:1 chptrl_tradeshow_ver3_wt.indd L:1 7/9/07 10:56:54 AM
The Parker Identity Elements PARKER LOGO The Parker logo should be used on all tradeshow materials including, but not limited to; signage, bullet panels, specification panels and pre-show or marketing materials. For optimum readability and brand consistency, the primary Parker logo should be used on light, Parker gold or white backgrounds (see page C:5 for details). When the Parker logo needs to be placed on dark or black backgrounds, the secondary Parker logo should be used (see page C:5 for details). The Parker logos can be downloaded at: www.parkerid.com. Primary Parker Logo Secondary Parker Logo APPROVED SUB-BRAND LOGO Similar to the Parker logo, the Parker approved sub-brand logo should be used on tradeshow materials. The primary Parker approved sub-brand logo should be used whenever possible on light or white backgrounds. However, if the background is Parker gold, the defining line needs to be changed to black. The secondary Parker approved sub-brand logo should be used on all dark or black backgrounds (see page D:6 for details). Primary Parker Approved Sub-Brand Logo Secondary Parker Approved Sub-Brand Logo WHY TAGLINE IS A BRAND DECISION TREE NEEDED? The Parker tagline, Engineering Your To ensure an objective, standardized approach to brand Success. decision-making. can be used on most tradeshow materials, such as booth identification To ensure and the pre-show brands Parker materials. retains Since truly add the tagline value and should do not be detract placed from in the direct Parker relationship brand. to the Parker logo, it should never overpower the Parker logo (see page C:8 for details). The Parker tagline artwork can be downloaded at: www.parkerid.com. Tagline L:2 chptrl_tradeshow_ver3_wt.indd L:2 7/9/07 10:56:54 AM
The Parker Identity Elements continued TECHNOLOGY TAG The technology tag depicts the nine Parker technologies in a single graphical element. This visual device can be used on most tradeshow materials and pre-show materials with the appropriate technology or technologies highlighted (see page C:9 for details). The Parker technology tag artwork can be downloaded at: www.parkerid.com. Technology Tag GOLD BAR The Parker gold bar acts as a unifying element across a variety of applications because of its simplicity and flexibility. It must always appear in Parker gold (see page C:1 for details). Parker Gold Bar L:3 chptrl_tradeshow_ver3_wt.indd L:3 7/9/07 10:56:55 AM
Color Palette The color palette of a tradeshow booth can be portrayed in a variety of ways. Color makes an impact; from the materials that are used to the visuals that are applied. Therefore it is necessary to keep the primary Parker color palette in mind when designing the booth. The chart below gives general guidance for the appropriate use of the primary Parker color palette along with some suggestions for material selection. PRIMARY COLOR PALETTE Area of Application Parker Gold Parker Gray Parker Blue Signage Bullet & Specification Panels Marketing Materials Floor Details/Accents Product Walls Apparel Parker Light Gray Please see chapter O for details. FLOOR Light Gray Carpet L:4 chptrl_tradeshow_ver3_wt.indd L:4 Light Gray Laminate 7/9/07 10:56:55 AM
Color Palette: Materials WALLS Light Gray Laminate or Fabric Light Gray Paint Finish Dark Blue Paint Finish DETAILS Silver/Stainless Steel/Aluminum for Demo Units chptrl_tradeshow_ver3_wt.indd L:5 Dark Blue Laminate for Product Column Base L:5 7/9/07 10:56:57 AM
Typographic Guidelines COMMUNICATING THE PARKER BRAND The Parker brand voice is direct and straightforward. Therefore, all tradeshow text should be kept simple, active and succinct. The tone should be confident, reflecting expertise and leadership. The Parker brand promise should always be a point of emphasis in messaging. Use this checklist to ensure all communication materials stay true to the meaning of the brand. Any time you write text, ensure that what you have created meets the following criteria: Does it clearly reflect one or more elements of the Parker brand promise? Partnership Increasing customer productivity Improving customer profitability Does the copy sound direct and straightforward? Does it sound knowledgeable and confident? Are the words and bullet points simple, active and succinct? Does the text clearly showcase benefits of doing business with Parker or using Parker products? Did you use relevant examples to show how Parker delivers on the brand promise? GENERAL GUIDELINES It is important to keep in mind that event graphics and copy are viewed within a matter of seconds - similar to a billboard. When using bulleted copy, limit the points to four or fewer. All key information should be shown towards the top half of the stand since lower areas can be inaccessible to the attendee. See the diagram to the right for guidance in selecting typography for tradeshow communications (see chapter E for additional information). L:6 chptrl_tradeshow_ver3_wt.indd L:6 7/9/07 10:57:01 AM
Typographic Guidelines continued HEADLINES DIN Black All Upper case Flush left KEY MESSAGES DIN Bold Upper and lower case Flush left DIN Black: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() DIN Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() PARKER IS THE GLOBAL LEADER Parker is the global leader in motion and control technologies, PRODUCT FEATURES & LABELS Helvetica Light Upper and lower case Flush left BODY COPY Utopia Regular Upper and lower case Flush left Helvetica Light: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Utopia Regular: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Parker is the global leader in motion and control technologies, partnering with its customers to increase their productivity and Parker is the global leader in motion and control technologies, partnering with its customers to increase their productivity and profitability. L:7 chptrl_tradeshow_ver3_wt.indd L:7 7/9/07 10:57:01 AM
Graphics and Imagery Parker has an extensive library of images for use in tradeshow graphics. This resource can be found at www.phimages.com (registration required). When looking for images for tradeshow usage, it is important to keep the Parker brand promise in mind: Parker is the global leader in motion and control technologies, partnering with its customers to increase their productivity and profitability. GUIDELINES In order to achieve the desired brand message and create a connection with the customer, it is imperative that the following directions are followed closely when selecting imagery for tradeshow graphics. Images should not be complicated or highly conceptual. The use of illustrations should be kept to a minimum. They should be used only to show product applications when the actual application photo is unavailable. The subject should be 30-40% of the image composition, with generous open space. The use of people should be kept to a minimum and should not be the focus of the image. Duotone or grayscale images should be avoided. Full color images provide greater visual impact. Product photography must be shown on a white background. Please ensure that images are not dated in regards to equipment, people and products. L:8 chptrl_tradeshow_ver3_wt.indd L:8 7/9/07 10:57:01 AM
Graphics and Imagery continued EXAMPLE IMAGES Aerospace Construction Semiconductor Product Photography INCORRECT EXAMPLES Black & White Photography chptrl_tradeshow_ver3_wt.indd L:9 L:9 7/9/07 10:57:01 AM
Product Displays Product displays can greatly enhance the interest of a tradeshow experience. However, there are a number of considerations when selecting products for display. Products should be in display condition: - Clean - No apparent defects - No paint marks indicating scrap status - No significant marks or dings Products should demonstrate some significant, representative Parker technology. Products should be a common color throughout the tradeshow. PRODUCT INFORMATION LABELS All products should be captioned, typically identifying the name of the product. A consistent graphic presentation should be used (see example below). When creating a product information label, keep the following guidelines in mind: The Helvetica Light font in black should be used for all text. The size of the labels should be consistent throughout the booth. The labels should be displayed in clear Plexiglass holders, either wall-mounted or free-standing. Prior to the show, check to ensure all caption copy is accurate, non-proprietary and not subject to confidentiality or regulatory restrictions. Product Name 1 line Product Name 2 lines WHY IS A BRAND DECISION TREE NEEDED? To ensure an objective, standardized approach to brand decision-making. To ensure Product the brands Information Parker Label retains Example truly add value and do not detract from the Parker brand. Product and Product Information Label Example L:10 chptrl_tradeshow_ver3_wt.indd L:10 7/9/07 10:57:21 AM
Name Badges You may wish to create name badges that will be used for tradeshows or exhibitions. The name badge should include the Parker logo along with the individual s name, area of technological expertise and a flag representing each language that the individual is fluent in, if appropriate. If using lanyards, be sure they are black. First & Last Name Area of Technological Expertise Name Badge Example Name Badge & Lanyard Example chptrl_tradeshow_ver3_wt.indd L:11 L:11 7/9/07 10:57:22 AM
Apparel Guidelines Acceptable attire for tradeshows and exhibitions, outdoor events and presentations is a collared shirt (preferably in gray or blue) paired with khakis or dark pants. The Parker logo should be placed on the left chest above the pocket or on a sleeve. Never print a date or year on apparel. Attire at exhibitions should be in keeping with the expectations of the country. Apparel standards do not apply to tradeshows or exhibitions that require business attire. Parker shirts can be ordered at www.parkerid.com. 2007 Incorrect: Parker Logo with Other Text or Graphics L:12 chptrl_tradeshow_ver3_wt.indd L:12 7/9/07 10:57:26 AM
Tabletop & Pop-up Displays For tradeshows, exhibitions or events that require a Parker presence that is smaller in scale, a design has been suggested to suit both tabletop and pop-up displays. Title Static Elements do not Change Pneumatic Innovations Market or Application Photo Supporting Product Photo Technology Tag Example of 10' Wide Display chptrl_tradeshow_ver3_wt.indd L:13 L:13 7/9/07 10:57:31 AM
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