Brand Guidelines. Plus Identity Guidelines For: Navistar Electronics Navistar Financial Navistar Parts

Size: px

Start display at page:

Download "Brand Guidelines. Plus Identity Guidelines For: Navistar Electronics Navistar Financial Navistar Parts"

Charlene Leonard
6 years ago
Views:

1 Brand Guidelines Plus Identity Guidelines For: Navistar Electronics Navistar Financial Navistar Parts Version 1.0 August Navistar International Corporation

2 2

3 Introduction Dear Friends, Navistar is pleased to introduce its 2007 Brand Guidelines. On the following pages you will be introduced our new logo and all of its variations. The logo is the single most powerful and prevalent symbol of Navistar s corporate identity. And its new design is a graphic representation of the exciting and forward-looking activity underway across our divisions. Additionally, this document aims to ensure that every piece of communication bearing the Navistar name shares a look, a feel and a voice that reflect the core values of the organization the values that form the basis of our corporate identity. Who is Navistar? We are a family of global brands vehicle brands, engine brands and service brands. Each unique. Each distinct. Each a separate entity whose identity will not change. But through Navistar, we are joined together 16,000 strong. Different by trade, but focused on one goal. Unified by one common belief Powering Ingenuity. This style guide speaks to the heart of how we present ourselves to our constituents, customers and partners. As we continue to foster new ideas and innovations, it is important that they be communicated in a way that strengthens our brand identity. So that as we move forward, we underscore our unity of purpose through the cohesion of our presentation. Al Saltiel Vice President, Marketing 3

4 Navistar Brand Strategy 4

5 Navistar Brand Brand Strategy Navistar follows a house-of-brands business model. This means that the strength of the company itself is derived and energized by the individual brands within its house. Navistar s Brand Essence is Forward Motion. All our efforts focus upon Moving Business and People Forward. Navistar s Positioning is Powering Ingenuity. All brands within our house contribute to this idea. Whether it is International, who sets their sites on Challenging Convention in order to keep their customers Miles Ahead; or whether it is MaxxForce, whose focus on Constant Power results in powertrains that are always performing. We at Navistar live by a simple vision: For those who dare to dream, Navistar powers the innovations that keep the world in motion. Who Are We The same force that envisioned America s first industrial machines keeps the world in motion. Through worldwide resources, innovative alliances, and visionary commitment to new ideas, Navistar advances your world every day. Channeling resources and passion through its family of transportation brands, Navistar people envision boldly designed vehicles, powerful new engines, sophisticated electrical and diagnostic system, and state-of-theart support services. As a guiding force behind purposeful innovation, Navistar is the company that constantly defines how to move forward. 5

6 Navistar Communications Guidelines Powering Ingenuity Communications Overview Voice Messaging Marketing Applications Audiences Trust Mark 6

7 Navistar Communications Guidelines Powering Ingenuity There are two places in life. Where you stand. And the possibilities down the road.and for over 150 years, the world has moved between those two points powered by Navistar. A global transportation company committed to helping people pursue a better tomorrow. Paving the way from idea to innovation. Charting a course from conception to achievement. Always moving the world forward. For those who dare to dream, and pursue the next destination, one company has the power to move them there. And beyond. Navistar Powering Ingenuity. Communications Overview Our communications platform is focused on dimensionalizing how Navistar is Powering Ingenuity. As someone who will help develop this message, you need to first understand some of the meaning behind this statement. Powering: Navistar is the catalyst behind our family of vehicle, engine and service brands. Navistar utilizes those vast resources to constantly dream up ways to move our customers, businesses and the world as a whole forward. To accomplish this we are always looking to the future, driving innovation, pursuing new solutions. All driven by the energy and determination of the 16,000 men and women of Navistar. Ingenuity: To get ahead in business, you need an unyielding curiosity about the possibilities down the road. Combined with the expertise to pursue a path to get you there. And a restless spirit that never lets you settle or slow down. This is Navistar. We boldly dare to dream the innovations that transport the world forward. Powering Ingenuity is at the core of everything we do at Navistar. So we need to make sure that all communications convey that message. From our identity to our attitude, and from internal presentations to Wall Street announcements. Every component of the communications framework is designed to position Navistar as powering the ingenuity that powers our customers businesses. 7

8 Navistar Communications Guidelines Voice As a company that powers ingenuity, Navistar speaks with the selfassured confidence of someone who bravely challenges what is, to achieve things that never have been. Our voice is never arrogant, or boastful. It is approachable and unassuming after all, we ve been experiencing this level of success for 150 years. We really don t really feel like we need to impress anyone. We ll let our products do the talking. Messaging Navistar is consistently amazing our customers with our innovation and exciting the world with the possibilities yet to come. Therefore, our message must always be forward looking and convey the energy and excitement we feel for our products and our customers. Marketing Applications Navistar Communications, and how they are delivered can never be expected, nor me-too. Whether it s internal communication, Wall Street announcements, or even PR, they must convey the energy and ingenuity that our products and services proclaim. Audiences As with most corporate communications, our voice and message must be tailored to a wide range of audiences from employee/internal presentations to investor/wall Street communications to broad consumer applications. Yet while an internal message may be more emotional or pride evoking, or a Wall Street announcement reaffirm our innovation leadership, all communication must consistently convey how Navistar powers ingenuity. Trust Mark The Navistar Trust Mark was created to instantly convey the wide breath of products and services that collectively form and contribute to Navistar. Where ever feasible, this Trust Mark should be used to reinforce the Navistar brand and this message. 8

9 Navistar Graphic Assets Logo Fonts Color The Circle R Navistar Arrow Navistar Motion Bar Navistar Endorsement Editorial Guidelines 9

10 Navistar Master Logo There are three versions of the Navistar Master Logo. A color version, a black version, and a white version. The color version is available in spot (Pantone) color and in 4-color process color. The white version shown here is displayed in a black box for practical reasons. The black box is not part of the logo. The Pantone version of the logo is built with Pantone In process color, the blue is built with 100% cyan, 43% magenta, 0% yellow and 65% black. 10

11 Logos with Tag Line The tag line Powering Ingenuity is frequently used with the Master Navistar Logo. Logo files with the tag line are available in the five standard color versions displayed below. Do not attempt to attach the tag line to one of the service brand logos. Do not attempt to typeset the tag line. Do not alter the size of the tag line relative to the logo. The service brands may use the Master Navistar Logo with the tag line in secondary applications once the service brand logo has been established. For example, the service brand logo appears on the front of the business card, and the Master Navistar Logo with the tag line appears on the back of the card. The Pantone version of the logo is built with Pantone 7463 and 60% black. In process color, the blue is built with 100% cyan, 43% magenta, 0% yellow, and 65% black. The black and gray version of the logo is built with 100% black and 60% black. The white and gray version of the logo is built with white and 40% black. The tag line should never be altered. Do not modify the size of the tag line relative to the size of the logo. The tag line should never be altered. Do not modify the color of the tag line. The tag line should never be attached to a Service Brand Logo. 11

12 Supporting Fonts The finished art files for all logos are built with custom, non-editable fonts. Do not try to try to type set or recreate a logo. The supporting font family for the Navistar logos is Berthold Akzidenz Grotesk. The letterhead, envelopes, and business cards use three of the weights Regular, Medium, and Bold. The family includes all the fonts displayed on this page plus condensed and extended versions of these weights. Berhold Akzidenz Grotesk Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ Berhold Akzidenz Grotesk Regular Berhold Akzidenz Grotesk Regular Italic Berhold Akzidenz Grotesk Medium Berhold Akzidenz Grotesk Medium Italic Berhold Akzidenz Grotesk Bold Berhold Akzidenz Grotesk Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+~ 12

13 Colors The Navistar logos and their supporting graphic elements use a very limited palette of colors. Do not change logo colors. When designing a project, carefully consider the introduction of other colors. Do not use other blues or grays that might cause a visual conflict with these brand colors. Pantone Blue % C 43% M 0% Y 65% K R 27 G57 B90 #1b395a Pantone Metallic Silver % Black R 166 G168 B170 #a6a8aa 60% Black R 128 G129 B131 # % Black R 166 G168 B170 #a6a8aa 100% Black R 0 G0 B0 #

14 The Circle R All Master Navistar Logo files and Service Brand Logo files include a. The must be properly sized for each application relative to the size of the logo. On a business card, the must be large relative to the logo because the logo is small. On a banner or sign, the should be much smaller in relative size, because the logo is much larger. Below are some sample sizes with appropriate sizes. In addition to reducing the size of the as the logo gets larger, the must be moved closer to the R in Navistar. Logo width 1.125" width.05" Logo width 2.25".0725" Logo width 3.25".075" Logo width 5.5".11" Logo width 25".27" 14

15 The Navistar Arrow The Navistar Arrow is a graphic device that was inspired by the logo. It is available as a vector art file, so it is easily scaleable. Do not attempt to recreate the arrow. It may be used in a variety of colors depending on the application. Typically the left edge of the arrow bleeds off the left side of the page. The arrow may be used on materials designed for Navistar or for any of the three service brands. The red area in this illustration demonstrates the origin of the arrow. This illustration is for demonstration purposes only. The arrow is never used on top of the logo. The arrow, when used as a stand-alone graphic device, is a slightly modified version of the arrow found in the logo. Unlike the arrow of the logo, the graphic device has a straight top edge. The bottom edge is built with an angle of

16 The Motion Bar The motion bar is designed to work as a supporting graphic element. It is used on everything from business cards and letterhead to advertising and collateral. It is a custom element that must be built each time it is needed. There are no fixed proportions for the bar, but it must look like a horizontal band and not become a rectangular or square box. Typically, it bleeds off the left edge of the page, but stops short of the right edge. See details on the construction of the motion bar below. The blue line in this illustration is not part of the motion bar but it is used to demonstrate what the actual width of the artwork might be relative to the page width. When using any of the three most common design software programs (Adobe Illustrator, Adobe InDesign and Adobe Photoshop), the construction of a gradient bar is similar. The illustration to the right shows the exact settings. Gradient Type: Linear Location: % Angle: 0 Reverse Pantone 877 Silver or 40% Black White Although there are no fixed proportions for the bar, it must always look like a horizontal band and never become a rectangular or square box. 16

The Navistar Endorsement The logos of all the companies in the Navistar family of brands are typically accompanied by a corporate endorsement line A Navistar Company.

17 The Navistar Endorsement The logos of all the companies in the Navistar family of brands are typically accompanied by a corporate endorsement line A Navistar Company. There are two acceptable treatments for this line. A simple version where the A Navistar Company graphic appears below the brand logo, and a version where the A Navistar Company graphic appears in the motion bar below the logo (see the following page). This Navistar endorsement graphic appears as either black or white. No color treatments are acceptable. For practical purposes, the white version appears here in a black box. The black box is not part of the graphic. This white version can be used to reverse out of any dark color or dark area of a photo. There are files available for both versions. 17

There are two acceptable treatments for this line.

18 The Navistar Endorsement The logos of all the companies in the Navistar family of brands are typically accompanied by a corporate endorsement line A Navistar Company. There are two acceptable treatments for this line. A simple version where the A Navistar Company graphic appears below the brand logo (see the previous page), and a version where the A Navistar Company graphic appears in the motion bar below the logo (this page). 18

19 Editorial Guidelines It is important that the company names are used consistently and accurately in the text of a letter, a brochure, or an ad. The corporation and service brand names should never be shortened or abbreviated. Correct Navistar Incorrect Name or Style Navistar Company Navistar Corp. Navistar Corporation Nav-International NaviStar NAVISTAR Navistar Navistar International Corporation Navistar International Navistar Parts NavistarParts Navistar Parts Navistar Parts Corporation Navistar Parts A Navistar Company Navistar Parts and Navistar Electronics Navistar Parts/Electronics Navistar Electronics NavistarElectronics Navistar Electronics Navistar Electronics Corporation Navistar Electronics A Navistar Company Navistar Financial NavistarFinancial Navistar Financial Navistar Financial Corporation Navistar Financial A Navistar Company 19

20 Logo Guidelines For: Navistar Electronics Navistar Financial Navistar Parts 20

21 Service Brand Logos There are five versions of each of the Navistar Service Brand logos. A color version, a black and gray version, an all-black version, a white and gray version and an all-white version. The color version is available in spot (Pantone) color and in 4-color process color. The white versions shown here are displayed in a black box for demonstration purposes. The black box is not part of the logo. Because all of these logos are built with simple shapes, any can be used for embroidery. The Pantone version of the logo is built with Pantone 7463 and 60% black. In process color, the blue is built with 100% cyan, 43% magenta, 0% yellow, and 65% black. The black and gray version of the logo is built with 100% black and 60% black. The white and gray version of the logo is built with white and 40% black. The Pantone version of the logo is built with Pantone 7463 and 60% black. In process color, the blue is built with 100% cyan, 43% magenta, 0% yellow, and 65% black. The black and gray version of the logo is built with 100% black and 60% black. The white and gray version of the logo is built with white and 40% black. The Pantone version of the logo is built with Pantone 7463 and 60% black. In process color, the blue is built with 100% cyan, 43% magenta, 0% yellow, and 65% black. The black and gray version of the logo is built with 100% black and 60% black. The white and gray version of the logo is built with white and 40% black. 21

22 Your Responsibility As Building a powerful brand is not just about using a new logo, or tagline. It is about consistently delivering on our brand promise at each and every point of internal and external contact. Building and communicating our brand in a consistent manner and keeping our new marketing platform intact is the responsibility of every employee. Only through the consistent application of the brand guidelines in this manual can we achieve the desired results and benefit from this program. By consistently utilizing these standards, each one of us can ensure that every piece of Navistar communications reflects a common voice and shared commitment to powering ingenuity. By harnessing the collective power of one unified message, and conveying it at every point of contact, we will strengthen the value of the Navistar brand and compel the marketplace to view Navistar as powering ingenuity all across the globe. These Brand Guidelines are meant to be as prescriptive as possible; however new applications will appear from time to time. If you have a different application, please contact Chris Howard at Chris.Howard@ Nav-International.com. And thank you for doing your part to build our powerful brand. 22

The Ram Brand. Key Visual Elements and Usage Guidelines

The Ram Brand. Key Visual Elements and Usage Guidelines The Ram Brand Key Visual Elements and Usage Guidelines Contents 3 Ram Brand Mark 4 Ram Brand Mark Guidelines 4 Area of Isolation 5 Rules of Use 6 Trademark Ownership Statement 7 Use of Ram Brand Name 8