2015 Branding Standards

Transcription

1 2015 Branding Standards

2 The EQUUS Brand Branding Elements Logo Colors Typography Background Elements Product Photography Product Information Trademark & Copyright Languages Packaging Examples Packaging Signature Panel Layouts Table of Contents 2

3 THE EQUUS BRAND EQUUS BRANDING STANDARDS 2015 GUIDE

4 Equus Products, Inc. is a prime manufacturer of test equipment, gauges and tachometers for the automotive aftermarket. We strive to be the supplier of choice by offering high quality products, innovative designs and value to our buyers. We view our customers as business partners, and strive to build strong working relationships by offering continued growth and profit though our brands and superior customer service. The EQUUS brand has a unique opportunity to assert its expertise and innovative offerings into this arena of the marketplace. The new look and feel detailed in these guidelines both elevates and maintains the EQUUS brand in order to: Elevate the EQUUS product value to the consumer Differentiate the EQUUS brand from the competition Create a packaging consistency that makes the product easily recognizable on any shelf making it easier to shop the EQUUS brand Enable repeat purchase consideration through easy product recognition Provide a consistent look to the EQUUS packaging across categories Provide a consistent look across all sales collateral and print materials The end result is a packaging system that creates long-term competitive advantage by positively influencing consumer choice The EQUUS Brand BRAND POSITIONING 4

5 BRANDING ELEMENTS EQUUS BRANDING STANDARDS 2015 GUIDE

6 The EQUUS brand consists if the wordmark EQUUS with the arrow logo positioned in front of and aligned with the bottom of the wordmark, along with the registration mark ( ) at the top right, and the tag line We Know Gauges under the wordmark. PRIMARY The Equus Logo with Tagline SECONDARY The Equus Logo EQUUS Logo 6

7 EQUUS LOGO CLEAR SPACE Proper use of clear space (margin) around the EQUUS logo is essential to maintaining consistent usage and the established visual effect. Clear space, positioning, and other size requirements should be calculated using the width of the capital letter E as the unit of measure. The logo should be separated on all sides from all other copy, photos, or illustrations by this clear space. The guideline is a minimum requirement and typically a greater space will be desirable. Dotted line indicates the clear space area. Keep this area clear of all other design elements. Use the width of the capital E as the standard unit of measure for calculating the clear space. EQUUS LOGO MINIMUM SIZE REQUIREMENT To maintain optical clarity and brand recognition, do not reduce the primary logo smaller than 1.5 inches in width and.45 inch in height. Secondary logos without the taglines should remain 1.5 inches wide. EQUUS Logo CLEAR SPACE AND SIZE 7

8 Preferred logo use. On black solid backgrounds, use the white logotype On light colored backgrounds, use the black logotype On dark solid backgrounds, use the white logotype On solid red background, use white logotype On red gradient background, use white logotype. EQUUS Logo BACKGROUND SIGNATURE 8

9 EQUUS LOGO USAGE GENERAL LOGO APPLICATION INFORMATION The logo elements (logotype and arrow shape) should never be used without the other. Do not alter any portions of the logo files (i.e. ratio of height to width). The EQUUS logo should appear on the cover of all printed material and should be used in the most visually dominant location possible. EQUUS LOGO INCORRECT USAGE Missing elements Altered colors Competing elements, do not layer Altered ratio Skewed shape EQUUS Logo USAGE 9

10 APPROVED COLOR FORMULAS Consistent use of EQUUS corporate colors helps to build brand recognition in everything from print materials to signage and packaging. Color Pantone CMYK RGB Web Hex Usage EQUUS BLACK EQUUS RED Black c # Logo/Type 186 c #DB0030 Logo/Type PANTONE The Pantone Matching System (PMS) is a commonly used system of color specifications. This is often referred to as a spot color. EQUUS primary colors (Pantone Black C, 186 C Red) are used as the baseline to which all color reproduction should be calibrated to. CMYK Cyan, magenta, yellow and black are the process inks that most often are used in printed materials. This printing process is commonly referred to as full-color, or four-color process. RGB Red, green and blue are the hues for light, used in computer screens. HEX Hexadecimal code is designed for use HTML, CSS and other web applications. EQUUS Colors CORPORATE COLORS 10

11 BACKGROUND GRADIENTS AND ELEMENTS As seen in figure 1 and 2, these gradient elements are used together through packaging and collateral. Gradient formula for the red bar is: Dark Red = 0c, 100m, 100y, 50k, Light Red = 0c, 100m, 100y, 0k. Gradient formula for the gray bar is: Dark Gray = 0c, 2m, 0y, 68k, Light Gray = 0c, 0m, 0y, 17k. Another major design element for EQUUS branding in heavy black elements. Contrast is important, for demonstrating EQUUS gauges and all elements should contain high contrast. Background Elements USAGE 11

12 PRIMARY TYPOGRAPHY The Univers font family is the primary typeface used to communicate the Innova Brand. It is an easy to read sans serif and provides versatility in size, range and weight. Univers Family All weights ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SECONDARY TYPOGRAPHY The Walkway font family is the secondary choice to be used for titles, or in combination with the primary font family. Walkway Family All weights ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (Walkway font family can be downloaded from ALTERNATE TYPOGRAPHY When recommended fonts are unavailable. Arial Family All weights ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz EQUUS Typography BACKGROUND SIGNATURE 12

13 PHOTOGRAPHIC STYLE Photography is a important visual aspect of EQUUS packaging. Product photography should consist of a 3/4 view or a straight profile shot of the product and should showcase any important key features. The consumer should be able to see the quality and detail that goes into EQUUS products. Product Photography 13

14 The iequus Performance line offers the latest in interior styling and superior performance. Every gauge and tachometer was meticously designed and tested by skilled technicians to ensure durability and incredible accuracy. Includes detailed instructions and necessary adaptors required for installation. La linea iequus Performance ofrece lo más reciente en cuanto a estilo interior, así come también un funcionmiento superior. Cada medidor y cada tacómetro ha sido diseñado y probado meticulosamente por técnicos idóneos, con el fin de asegurar su durabilidad e increible precisión. Incluye instrucciones detalladas y los adaptadores necesaries para la instalación. La gamme de produits iequus Performance offre les styles intérieurs les plus modernes et un rendement supérieur. Chaque jauge et tachymètre a été conçu et vérifié méticuleusement par des techniciens experts pour en ascurer la durabilité et une précision incroyable. Colored bullets are used to differentiate between the three language on the packaging. Red for English, green for Spanish, and blue for French. Comprend des instructions détaillées et las adaptateurs requis pur faire l installation. Example of how to include product information, needs to be changed in order to be specific to each product Product information is important because it tells the customer what they need to know about the product at a glance. The product information on EQUUS packaging can be found on the sides and back panels, and can consists of type and photography. Product information should include a primary product description, written in three languages, as well any important features of the product. Product descriptions must always appear in three languages: English French Spanish. All languages must appear in the same size and font weight (i.e. if English copy is in 10 point italics, than all other languages must also be in 10 point italics). All copy should be larger enough to be legible. The information needs to be large enough to be easily readable, so that the consumer can make an informed decision about the product. Product Information 14

15 Registered Trademark EQUUS is a registered trademark. Use in superscript (a letter, figure, or symbol written or printed above the line) after initial reference to EQUUS in every document. The registered trademark in the logo should always remain at???% of the size of the logo and line up with the cap height (the height from the baseline to the top of the uppercase letters in a font). The logo should never be altered at any time. When the registered trademark is being used in a text format, the option to use an automatic superscript is preferred. If the superscript option is not available the registered trademark should be 6pts smaller than the size of the type and line up with the cap height. Copyright Notices All media and public communications should always carry the standard EQUUS copyright notice: Copyright 2013??????????. All rights reserved. U.S. Patents: #?????????? other patents pending. Referencing Equus When listing the Innova website, always use a capital E as follows: or Equus.com When listing the Equus toll-free phone number always use periods instead of dashes or parenthesis. Always use It is preferred to include actual phone number as follows: When referencing Equus pricing, please contact Equus??????? to obtain the correct price format. When referencing Equus, always use a capital E. Trademark & Copyright BACKGROUND SIGNATURE 15

16 PACKAGING EXAMPLES EQUUS BRANDING STANDARDS 2015 GUIDE 16

17 WE EMPLOY TECHNICIANS CERTIFIED BY ASE ONLY. LET US SHOW YOU THEIR CREDENTIALS. Please visit for additional installation tips and options. Visite para obtener recomendaciones y opiones de instalación adicionales. SVP, consultez le site pour avior d autres conseils et optiones d installation. Back-Lit The iequus Performance line offers the latest in interior styling and superior performance. Every gauge and tachometer was meticously designed and tested by skilled technicians to ensure durability and incredible accuracy. Quick & Easy Mounting Montaje Rápido y Sencillo Montage Rapide et Facile Locking Ring Anneau de Verrouillage Anillo de Sujeción Includes detailed instructions and necessary adaptors required for installation. La linea iequus Performance ofrece lo más reciente en cuanto a estilo interior, así come también un funcionmiento superior. Cada medidor y cada tacómetro ha sido diseñado y probado meticulosamente por técnicos idóneos, con el fin de asegurar su durabilidad e increible precisión. Incluye instrucciones detalladas y los adaptadores necesaries para la instalación. La gamme de produits iequus Performance offre les styles intérieurs les plus modernes et un rendement supérieur. Chaque jauge et tachymètre a été conçu et vérifié méticuleusement par des techniciens experts pour en ascurer la durabilité et une précision incroyable. Comprend des instructions détaillées et las adaptateurs requis pur faire l installation. Includes four mood changing colors... Incluye cuatro colores para cambiarlos a su gusto... Comprend quatre couleurs de changement d humeur... Have questions? Tiene alguna pregunta? Des questions? Equus Products, Inc. MRP# Rev.A Equus Products, Inc Von Karmen Ave Irvine, CA ISO Certified Company Tensión: 12 volts 2012 Equus Products, Inc. All rights reserved. Made in China Fabriqué en Chine / Hecho en China EQUUS packaging is created to have a distinct and signature look, focusing on product visibility and easy brand recognition. The signature look consists of gray gradient background, solid black accents on bottom, solid red and black accents on top, with easy to read product information in three languages. Packaging Examples PACKAGING SIGNATURE 17

18 Please visit for additional installation tips and options. Visite para obtener recomendaciones y opiones de instalación adicionales. SVP, consultez le site pour avior d autres conseils et optiones d installation. EQUUS packaging fronts consist of the gray gradient background, product logo, and features a cut-out which makes the product clearly visible to the consumer. The top of the packaging consists of the product logo on a red background, solid black background, support information in three languages, and EQUUS web address. Packaging Examples PACKAGING FRONT & TOP 18

19 Back-Lit Quick & Easy Mounting Montaje Rápido y Sencillo Montage Rapide et Facile Locking Ring Anneau de Verrouillage Anillo de Sujeción Includes four mood changing colors... Incluye cuatro colores para cambiarlos a su gusto... Comprend quatre couleurs de changement d humeur... EQUUS packaging side panels consist of the gray gradient background, product logo, and contains the overflow edges of the cut-out from the front panel. Included on the right panel are gauge functions with descriptions in three languages. Included on the left panel in an infographic demonstrating mounting instructions. Packaging Examples PACKAGING SIDE PANELS 19

20 LET US SHOW YOU THEIR CREDENTIALS. The iequus Performance line offers the latest in interior styling and superior performance. Every gauge and tachometer was meticously designed and tested by skilled technicians to ensure durability and incredible accuracy. Includes detailed instructions and necessary adaptors required for installation. La linea iequus Performance ofrece lo más reciente en cuanto a estilo interior, así come también un funcionmiento superior. Cada medidor y cada tacómetro ha sido diseñado y probado meticulosamente por técnicos idóneos, con el fin de asegurar su durabilidad e increible precisión. Incluye instrucciones detalladas y los adaptadores necesaries para la instalación. La gamme de produits iequus Performance offre les styles intérieurs les plus modernes et un rendement supérieur. Chaque jauge et tachymètre a été conçu et vérifié méticuleusement par des techniciens experts pour en ascurer la durabilité et une précision incroyable. Comprend des instructions détaillées et las adaptateurs requis pur faire l installation. WE EMPLOY TECHNICIANS CERTIFIED BY ASE ONLY. Have questions? Tiene alguna pregunta? Des questions? Equus Products, Inc. MRP# Rev.A Equus Products, Inc Von Karmen Ave Irvine, CA ISO Certified Company Tensión: 12 volts 2012 Equus Products, Inc. All rights reserved. Made in China Fabriqué en Chine / Hecho en China EQUUS packaging fronts consist of the gray gradient background, product logo, and features product information which must appear in three languages: English French Spanish. Colored bullets are used to differentiate English language from the other two translations. Technical assistance information is provided on the bottom of the back panel. The bottom of the packaging consists of a solid black background with legal/company information in white, and includes the EQUUS logo. Packaging Examples PACKAGING BACK & BOTTOM 20

21 MRP# Made in China Made in China Hecho en China Fabriqué en Chine Tensión: 12 volts ASK THE ASE CERTIFIED TECHS WHO DESIGNED IT ASK THE ASE CERTIFIED TECHS WHO DESIGNED IT EQUUS blister packaging is a simplified version of the carton packaging. It consists of a solid gray background, with a solid EQUUS red bar along the top and a solid black bar along the right side of the packaging with the EQUUS website in white type aligned over the top. Include the EQUUS logo above the product cut-out hole, which should be centered in the blister packaging. Include the ASE certified logo, with contact information along the Any necessary additional information can be included on the back of the red panel that gets folded over to the back. Packaging Examples BLISTER PACKAGING 21

22 Accessories 9832 Electronic Oil Pressure Sender HardWare & MoUntinG options For EQUUS Electric Oil Pressure Gauges 1/8-27 NPT thread with 1/4 NPT adaptor 9801 Oil Pressure Nylon Tubing Kit 9841 Oil Pressure Adapter Kit (U.S. Domestic & Asian) For U.S. Domestic and Asian import vehicles 1/8-27 NPT to 1/4-18 NPT and 1/8-28 BSP Includes 1/8 1/4 NPT adaptors and 72 nylon tubing to install EQUUS oil pressure gauges 9848 Oil Pressure and Electronic Temperature Metric Adapter Kit 1/8-27 NPT to M10 x 1, M12 x 1.5, M14 x 1.5, M16 x 1.5, 1/8-28 BSP 9851 Mechanical Water Temperature Adapter Kit (U.S. Domestic & Asian) For U.S. Domestic and Asian import vehicles 5/8-18 UNF to 3/8-18 NPT, 1/4-18 NPT, 1/2-14 NPT, M16 x Electrical Water Temperature Adapter Kit (U.S. Domestic & Asian) For U.S. Domestic and Asian import vehicles 1/8-27 NPT to 3/8-18 NPT, 1/2-14 NPT, 1/4-18 NPT, M16 x Oil Pressure Copper Tubing Kit Includes 72 copper tubing and required adaptors to install EQUUS oil pressure gauges QUicK & easy MoUntinG 9982 GM Fuel Level Sender EQUUS gauges feature rear twist-on ring mount design to make mounting easy. Fuel sender for EQUUS gauge items #7362 and # Replacement Inductive Pickup for Tachometers All of the Equus and iequus Performance tachometers are designed to easily install on a majority of Domestic, European and Asian Import vehicles right out of the box. All our gauges work with HEI and conventional ignition systems. Our high end gauges* also work with distributorless (DIS) and some coil-on-plug systems using the included inductive pickup. 1. Inductive Pickup* Simply clamp it to any spark plug wire and connect to the mounted Tach to accurately monitor vehicle RPM. 2. Hardwire Lets die-hard enthusiasts connect directly to the signal source such as the negative side of an ignition coil for conventional ignition systems. * 6086, 7086, 8080, 8068 gauges For all EQUUS 3-3/8 and 5 Tachometers 9835 Electric Water Temperature Sender For EQUUS Electric Water Temperature Gauges 1/8-27 NPT thread See Store PerSonnel for SPecial orders Von Karman Ave. Irvine, CA Sales: (714) sales@equus.com Service: (714) Because we are committed to continuous product improvement, as such we reserve the right to change models, specifications, features or materials at any time without notice. Copyright 2015 IEC. All rights reserved. MRP # Last Page Automotive ta c H o M e t e r S & G a U G e S Cover Page EQUUS sales collateral consists of bold gradient blocks of bold the red and gray gradients, with accents of solid black. The title page should consists of a high resolution hero shot of the gauges, and the following pages should clearly present the gauges and accessories. Each catalogue section should have a solid black title block, with the section header in Walkway in white type and sub-header in EQUUS red. Sales Collateral CATALOGS 22

23 8000 Series 6000 Series Perfect choice to finish the dash YoUr GaUGe needs Modern Performance Customizable colored back lighting option replacement GaUGeS Satin Black Bezel complete lineup to cover all P e r f o r M a n c e ta c H S & G a U G e S o n Y o U r l at e S t P r o j e c t Customizable back light color options included ta c H o M e t e r S SPeedoMeterS Shift-Light Tachometer DIS & COP /8 SPEEDO 160 MPH /8 Tachometer DIS & COP /8 KPH SPEEDO 260 KPH triple GaUGeS /2 Triple Gauge Kit with Voltmeter Triple Gauge Kit with Voltmeter 90 SWeeP GaUGeS 270 SWeeP GaUGeS /2 Electrical Water Temp Gauge Kit /2 Electrical Oil Pressure Gauge Kit Transmission Temp Gauge Kit Oil Temp Gauge Kit Electrical Water Temp Gauge Kit Electrical Oil Pressure Gauge Kit Voltmeter Fuel Level Gauge Ford & Chrysler Fuel Level Gauge GM Fuel Level Gauge AMC & SW /8 Electrical Water Temp Gauge Kit /8 Electrical Oil Pressure Gauge Kit /8 Voltmeter Gauge Kit Mechanical Water Temp Gauge Kit Mechanical Oil Pressure Gauge Kit Vacuum/Boost Programmable Fuel Gauge Kit Air/Fuel Ratio Gauge Kit /8 Water Temp Gauge Kit /8 Oil Pressure Gauge Kit /8 Vacuum Boost Gauge Kit 7000 Series ta c H o M e t e r S triple GaUGeS /8 Black Tachometer /2 Chrome Tachometer /2 Black Tachometer DIS & COP /8 Chrome Tachometer /8 Black Tachometer Triple Gauge Kit with Voltmeter /2 Triple Gauge Kit with Voltmeter 90 SWeeP GaUGeS SWeeP GaUGeS 2 Mechanical Water Temp Gauge Kit 2 Mechanical Oil Pressure Gauge Kit 2 Electrical Water Temp Gauge Kit 2 Voltmeter Gauge Kit Mechanical Water Temp Gauge Kit Mechanical Oil Pressure Gauge Kit Hour Meter with Flange Mount additional GaUGeS Quartz Clock Boost Gauge Air/Fuel Ratio Gauge 5000 Series classic PerforMance look Stainless Steel Bezel c l a S S i c ta c H S & G a U G e S Hi PerforMance, affordable Price equus GaUGeS ta c H o M e t e r S /8 Stainless Steel Tachometer DIS & COP SPeedoMeterS /8 SPEEDO 120 MPH /8 KPH SPEEDO 190 KPH ta c H o M e t e r S triple GaUGeS /8 White Tachometer /2 White Tachometer /2 Triple Gauge Kit with Voltmeter Triple Gauge Kit with Voltmeter triple GaUGeS SinGle GaUGeS 7200 Triple Gauge Kit with Voltmeter Water Temp Gauge Kit Oil Pressure Gauge Kit Voltmeter Gauge Kit 90 SWeeP GaUGeS Mechanical Water Temp Gauge Kit 2 Mechanical Oil Pressure Gauge Kit 2 Electrical Water Temp Gauge Kit 2 Voltmeter Gauge Kit 2 Fuel Level Gauge Ford & Chrysler 2 Fuel Level Gauge GM 2 Fuel Level Gauge AMC & SW 270 SWeeP GaUGeS Mechanical Water Temp Gauge Kit Mechanical Oil Pressure Gauge Kit all equus GaUGeS offer: Lifetime technical support Easy installation Quality Built gauges since 1967 All gauges include adaptors for installation into most vehicles; additional adaptors are available to allow installation into vehicles not covered. For more information on each gauge scan here. Inner page spread The inner pages should clearly present the gauges. Black gauges should be presented against the gray gradient background and white gauges should be presented against the red gradient background. Each catalogue section should have a solid black title block, with the section header in white and sub-header in EQUUS red. Sales Collateral CATALOGS 23