2013 Little Giant Ladder Systems v2 1.14

Transcription

1 2013 Little Giant Ladder Systems v2 1.14

2 All pieces for public distribution, such as (but not limited to) pamphlets, brochures, catalogs, newspaper ads and articles, magazine ads and articles, bus posters, billboards, television ads, website designs or internet marketing ads must be pre-approved by Little Giant Ladder Systems. When creating marketing materials for Little Giant Ladder Systems, it is important to project a professional, consistent message. This document is intended to be a set of guidelines to help project the correct brand image for Little Giant Ladder Systems. With your help, we can keep the brand unified and strong - maximizing its marketing impact. By following the guidelines outlined in this document each brand will be communicated in its most effective form. This guide is not meant to stifle or limit your creativity. It is designed to enhance your skills and ideas into a powerful message. Each brand will continue to evolve and grow with the company. Use this style guide as a tool rather than a rule. Thank you, Little Giant Ladder Systems marketing@ladders.com

3 Brand Positioning Little Giant Ladder Systems is the premier Manufacturer of home improvement, professional, and industrial ladder products in the world. With Little Giant Ladder Systems, you can find the right ladder for any situation or application, and the ladder you find will be the highest-quality, most versatile and innovative ladder in the world. Anyone from the toughest pro to the do-it-yourselfer can do any job, and do it in safety, speed, and comfort. Logo usage Pantone 172 C 0, 88, 82, 0 249, 70, 28 F9461C The following are the guidelines for the use of the Little Giant Ladder Systems logo. The logo is designed to be displayed in full color, black, or white on a dark background. Please follow the guidelines below. The clear space around the logo is to ensure maximum visibility and to maintain the logo s integrity. This area isolates the graphic elements of the logo from other type and graphic elements. The distance of the clear space is one G on all sides as shown. All of the logos to the right are approved logo usages. The logo and/or marks SHOULD NOT be elongated, stretched, or distorted in anyway. Process Black 40, 40, 40, , 30, 30 1E1E1E Colors The approved logo colors are Cool Grey 5 C, PMS 172 C, and c40m40y40k100 Black as specified on the right side of the page. The logo must not be displayed in unapproved colors. 172 C c40m40y40k100 Black Cool Grey 5 C (Optional. For copy only) space Pantone Cool Grey 5 C 15, 9, 8, , 180, 179 B2B4B3

4 Brand Positioning Little Giant Global is the international logo of the Little Giant Ladder Systems brand. Logo usage The following are the guidelines for the use of the Little Giant Global logo. The logo is designed to be displayed in full color, black, or white on a dark background. Please follow the guidelines below. The clear space around the logo is to ensure maximum visibility and to maintain the logo s integrity. This area isolates the graphic elements of the logo from other type and graphic elements. Pantone 172 C 0, 88, 82, 0 249, 70, 28 F9461C The distance of the clear space is one G on all sides as shown. All of the logos to the right are approved logo usages. The logo and/or marks SHOULD NOT be elongated, stretched, or distorted in anyway. Colors Process Black 40, 40, 40, , 30, 30 1E1E1E The approved logo colors are c85m50y0k0 Blue, PMS 172 C, and c40m40y40k100 Black as specified on the right side of the page. The logo must not be displayed in unapproved colors. space 172 C c40m40y40k100 Black c85m50y0k0 Blue Process Blue 85, 50, 0, 0 27, 117, 188 1b75bc

5 Fonts The appropriate use of typography has a significant effect on the overall impression of the identity system. A font family has been chosen for Little Giant and the consistency of this font will reinforce the brand. The Little Giant Ladder Systems corporate font is Bell Gothic. Use this font for the body copy, headlines, and signs. The Aachen Bold font is only used for headlines. The Arial font is only used for label body copy. aachen bold - Headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial - Copy ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Address Block Please use the official address block when referring users to Little Giant Ladder Systems. Headline (Aachen Bold) Sub-Header (Arial Bold) Body copy (Arial Copy) Official Address Block Little Giant Ladder Systems 1198 N. Spring Creek Place Springville, UT Toll Free: Phone: Fax:

6 Tag lines, Registered Marks, & Trademarks The following are registered marks owned by Little Giant Ladder Systems. Please notice that some marks are product specific and must be used accordingly. When using these marks, please apply the correct mark, i.e. or. Registered Marks Little Giant Little Giant Ladder Systems Little Giant Ladder Systems One Ladder Does It All Buy One, Get 33 Free! Trademarks The Original Multi-Use Ladder 24 Ladders in One The Strongest, Safest, Most Versatile Ladder System in the World * *When used according to operating and safety instructions. Buy ONE get 23 for Free 24 Ladders in One Compact Design It s not just a ladder, it s a Little Giant Strength, Safety, Versatility No job s too big for a Little Giant Patented Triple-Locking Hinges Tip & Glide Wheels WingSpan Wall Standoff Rock Locks NoPinch Spreader System AirDeck Work Tray and Safety Handle AirDeck Portal Fuel Tank Quick Adjust Handle Preventing Injuries, Saving Lives Climb On

7 Photography Please contact com for all image requests. Pictures of the ladders and other products should be taken looking up at the subject. This angle gives the ladders strength and empowerment. Looking down makes it look small and weak. The ladder s aluminum should be a clean silver. Make sure the aluminum doesn t have reflective lights that aren t white. When on a white background, provide a cast and contact shadow. It shows the ladder connected to the ground and not floating in space. Lifestyle pictures of people should have the ladders in use. If not, use high-end photos that communicate happy customers. Be vigilant with your surroundings. If the background is too busy and takes away from the subject or if the background isn t interesting and dull, don t take or use those shots. For best results, clean dirt and finger prints off with a clean cloth before and during the shoot. Spare no expense in finding or Producing the perfect shot. What NOT to use: Looking down on the ladder The aluminum isn t silver yellow and blue colors are reflecting off the ladder. Looking up angle Silver Color with no non-white reflections GOOD Spacing Around the products Cast & contact Shadow

8 Photography DIY or PRO photo shoots Dynamic angles. Make it interesting. Bright images. Not gloomy Happy. Genuine smiles Models should wear blue jeans, dark working shoes, and a black shirt without any logos or designs.

9 Photography Domestic photo shoots How is it used. Show the features. Bright images. Not gloomy Happy. Genuine smiles Models should wear casual clothes. Preferably dark shirts without any logos or designs, dark shoes, and dark jeans or slacks.

10 Made and Assembled Guidelines & Logos The logos to the right have been approved for use by Little Giant Ladder Systems. Please be mindful of which logos can be associated with each product. Only on packaging, product, and labels, the statement Designed and Engineered in the USA. Made in China should be close to Little Giant s contact information. Appendix A: Manufacturing Guidelines Products Assembled in the USA The following products are substantially transformed in the USA with the highest quality foreign and domestic materials. Aerial Safety Cage Aircraft Support Ladder Assault Ramp Classic Models Combo SXE Compact Cage Conquest Dark Horse Ladder Mitts Fuel Tank Lunar Plank 6 fixed SkyScraper Sumostance SuperDuty Revolution Xtreme Designed, Engineered & Assembled in the USA Designed & Engineered in the USA Made in China Designed & Engineered in the USA, Made in China The following products are made to Little Giant s exacting specifications. No American flag logo will be associated with these products. Use the Designed & Engineered in the USA, Made in China statement as needed. Alta-One Airwing AirDeck Boost Cargo Hold Click Casters (Cage) Flip-N-Lite Ladder Lock Ladder Rack Leg Leveler MicroBurst Paper Towel Dispenser Project Tray Tactical Telescoping Plank Titan / Titan X Trestle Brackets Safety Step SelectStep FG / AL SmartStep Velocity WingSpan Wall Standoff Work Platform Copyright and Part Number Version 2013 Little Giant Ladder Systems v1 0.0 Year Month Part Number

11 Appendix B: Web Site Partner Guidelines This section outlines the policies for partners who sell and advertise Little Giant Ladder Systems products on the Web. The partner s brand is always the predominant brand on the site. Little Giant s brands will be secondary; and in many cases, will be represented as one of the many brands carried by the partner. The design and layout of the partner s site should not lead the customer to believe that the partner s site is a Little Giant Ladder Systems corporate site. This includes any claims such as The Official Home of the Little Giant. Claims of exclusivity are reserved by Little Giant Ladder Systems. As Little Giant Ladder Systems comes to the end of its talent contract, pictures of Richard Karn and Robin Hartl must be removed from partner s sites immediately, with a drop dead date of December 31, Failure to do so could result in fines and royalty payments. Use the approved logos as provided and outlined in the Little Giant Ladder Systems Style Guide when representing Little Giant Ladder Systems brand assets. Partners may post the approved Little Giant Ladder Systems authorized dealer sticker as the site adheres to these policies and the Web MAP policy. Partners must keep images, product descriptions, and messaging current. Please don t borrow images, diagrams, icons, presentations, media, or copy from other partners sites. This is a form of copyright infringement. Little Giant Ladder Systems will make images available for use by partners. In addition, partners may shoot their own photographs. When taking product pictures, please follow the photography guidelines provided in this style guide. No use of trademark terms or variations may be used for pay-per-click (PPC) campaigns. Little Giant Ladder Systems products must be excluded from a partner s affiliate program. In an effort to sell high-margin products, please don t use branded terms to sell demo or scratch and dent ladders. (Note: We have seen a sharp decrease in demo ladders for a variety of reason. Therefore, we have taken most of the demo sales in-house.)