Brand Standards for Dealers - Cummins 4 The consistent representation of our brand is very important...

Brand Standards for DealersEngines, Parts and Power Generation Products

2

Introduction . . . . . . . . . . . 3

Brand Basics . . . . . . . . . . 7

Your Dealership and the Cummins Brand . . . 21

Representing Multiple Brands . . . . . . 34

Contact Information . . . . . . . . . 41

Brand Standards for Dealers

Table of Contents

3Brand Standards for Dealers

Introduction

Assure Consistency . . . . . . . . . . . 4

The Cummins Brand Strategy . . . . . . . . 5

The Cummins Distribution Network . . . . . . 6

4Introduction

The consistent representation of our brand is very important to assure that our customers will recognize Cummins’ presence and quality wherever they go to receive authorized support or buy Cummins products .

The intent of this document is to provide Cummins brand standards for Cummins Dealers . Use this guide as a reference whenever you are developing communications for Cummins products or services, either hard copy or online, external or internal . By following these standards you will help to ensure the logo, typography, color palette and all visual elements used are consistent and representative of the Cummins brand .

Despite covering many aspects of the Cummins visual brand, there may be cases when you have a question not answered within this guide . For those situations do not hesitate to contact the marketing and communication representative in your region or a brand expert by sending a message to info@brandingHQ .com, and we will be more than happy to support you .

A Dealer will also hold stock of Cummins promotional material, brochures and data sheets of Cummins products . Your primary contact from Cummins will communicate to you when and where those materials can be ordered .

Assure Consistency

While the Cummins’ brand is represented by far more than just the logo, it is important to note the logo was designed by the legendary 20th century designer, Paul Rand.

Rand famously said, “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes.”

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5Introduction

The Significance of Brand in the Global Marketplace

In a marketplace with multiple languages, cultures and continents, a strong brand is more important than ever . It must enable customers not only to identify a brand in any language, but also to immediately grasp what sets a brand apart from its competitors . A strong brand attracts business opportunity in any language . Cummins’ bold “red and black” branding not only identifies the brand, it communicates power and strength in the universal language of color .

Brand Promise

The brand promise creates an expectation that must be fulfilled . A kept brand promise creates trust .Ongoing trust in a brand is often referred to as brand equity . What is the promise made by the Cummins brand? Customers buy Cummins products because they need dependable power . They know that we worry about the details so they can take care of their business . Customer research has shown that being dependable is important . Therefore, it makes good business sense for the Cummins brand to promise “dependability .” For our customers the message is simple, direct and relevant:

The Cummins Brand Strategy

“I am Cummins. You can depend on me.”


Brand Basics

Logo Standards . . . . . . . . . . . . 8Registered Trademark . . . . . . . . . . . 9

Control Field . . . . . . . . . . . . . . 10

Logo Lockups . . . . . . . . . . . . . 11

Trademark Integrity . . . . . . . . . . . . 14

Color Standards . . . . . . . . . . . 16Use of Metal and Other Substrates . . . . . . . . . 18

Typography . . . . . . . . . . . . 19Logotype . . . . . . . . . . . . . . 20

8Cummins Brand Basics

The Cummins logo is the primary symbol used worldwide to represent our company, our products and our people . It is a valuable asset that must be protected . Our brand position is “dependability,” so it is very important to demonstrate consistency and quality in the way we use and display the Cummins logo on all external and internal materials .

Logo Standards


The Cummins logo is a registered trademark and must include the registration symbol whenever possible to prohibit use of the logo by unauthorized parties . In the standard version, the size of the registration mark is 1/2 the height of the lower-case letters in the word “Cummins .” A second version of the logo/registration mark relationship has been created for small applications and challenging reproduction methods such as embroidery .

In the small version, the Cummins logo is not changed, but the registration mark is twice as large as the standard version . The size of the registration mark equals the height of the lower-case letters . The registration mark may only be removed when it is too small to be reproduced . When using the small version for printed materials, a maximum size of 1" or 25 mm is allowed . For high-quality offset and digital printing such as brochures, the smaller version should never be used .

Registered Trademark

X

1/2 X

Y

Y

STANDARD VERSION SMALL VERSIONUse ONLY for challenging reproduction methods.

Maximum height of 1" or 25 mm.


A minimum clear space must be maintained around the Cummins logo and the business unit lockup. Type and other graphic elements that are not part of the background cannot enter the control field. The control field is the distance equal to 1/2 of the space between the two legs of the logo around all sides of the logo and lockup.

While the control field must always be maintained in all applications of the Cummins logo, the control field is especially important for applications that require promotional copy to be grouped closely with the Cummins logo within limited spaces. Items such as wall decor, banners, trade show bags, wearables, promotional items, print advertising and web banners are examples of collateral where the Cummins logo might be placed in close proximity with copy or other design elements.

Control Field

The control field is the distance equal to 1/2 of the space between the two legs of the logo around all sides of the logo and lockup.

The control field in use on a trade show bag.


Proximity Level 1

Proximity level 1 is a space equal to the distance of one leg of the Cummins logo. The closest allowable distance for type to be stacked to the right of the logo is the distance reserved for official Cummins business units and distributor lockups.

Type stacked directly to the right of the Cummins logo in close proximity is not permitted, with exceptions only for facility signage where space limitations and readability are factors and for applications such as data plates or engine badges that must fit into a very small space.

Logo Lockups

Proximity level 1 equals the distance of one leg of the Cummins logo

Proximity level 1 equals the distance of one leg of the Cummins logo

Proximity level 1 is reserved exclusively for Cummins business units and distributors


Proximity Level 2

Proximity level 2 is a space equal to the full height of the Cummins logo . This proximity is used for entities that are not an official Cummins business unit or distributor such as corporate departments . Proximity level 2 type stacked to the right of the Cummins logo should align with the top of the logo .

Logo Lockups (cont .)

Proximity level 2 equals the full height of the Cummins logo

Proximity level 2 type should align with the top of the logo


Proximity Level 3

When pairing text such as corporate departments, digital resources, or external entities such as dealership names/logos, positioning items to the left of the Cummins logo is preferable . The preferred minimum distance should be three widths of the Cummins logo . This distance is defined as Proximity Level 3 and applies to internal names in order to avoid theappearance of a lockup similar to business units and distributors .

The item may be placed to the right of the Cummins logo only when required to fit existing formats structured to display the Cummins logo on the left. The two may only appear closer to each other if extremely small size restrictions require it, such as small advertising or signage space.

More information on displaying the Cummins logo in conjunction with a dealer name or logo can be found on page 22.

Logo Lockups (cont .)

Proximity level 3 refers to the preferred minimum distance of 3x the logo width.

Human Resources

OneSourceHuman Capital Management System

DEALER NAMEOR LOGO


DO NOT condense, stretch, reshape, add to or alter the logo or lockup in any way .

Do not use the logo or lockup in an outline form or fill with a pattern or color .

Do not fill the type in the logo with a color different from the background .

Trademark Integrity

NO!

NO!

NO!


DO NOT use the logo or lockup in a sentence or as the letter “C” in a word.

Do not allow other graphic shapes to touch or overlap the logo or lockup.

Never add a box or other shape around the logo. The logo itself does not include a background and must not appear to.

Trademark Integrity (cont.)

See yourdistributor, today.

Parts

NO!

NO!

NO! NO! NO!

NO!


The Cummins color palette consists of Cummins Red (Pantone 485), black and white . In order to build a strong association with the color palette, we must use the color boldly, consistently and frequently .

The Cummins logo may be printed in black or white but cannot be printed red . Use black when the logo appears on a light background . Conversely, use white when the logo appears on a dark background . The logo cannot be reproduced in blue as it has been in the past .

Color Standards

Cummins RedPantone 485

CMYK 0 100 91 0

RGB 238 46 36

Hex #EE2E24

Cummins color palette

White

CMYK 0 0 0 0

RGB 255 255 255

Hex #FFFFFF

Black

CMYK 0 0 0 100

RGB 0 0 0

Hex #000000

NO!

YES!


Cummins Red (Pantone 485) is the primary color for backgrounds and for business units and distributor names used with the Cummins logo. White on red provides better contrast between the logo and background than black on red. This is the preferred color combination for most applications.

White on black provides maximum contrast between the logo and background. This is a secondary color combination.

White is the base for most printed materials. As such, the black logo on white background is also acceptable. This is a practical color combination. If printing in color, the business unit or distributor name should appear in Cummins Red.

Color Standards


Metal has an inherent beauty that suggests strength and dependability and may be used to render the Cummins logo without the use of additional color . Metallic applications include cab plates, grille badges, product badges and decals, belt buckles, lapel pins and commemorative coins . When using metallic finishes, silver is preferred over gold, brass, copper or bronze . Plastic made to look like metal and other reproduction methods that appear metallic is also acceptable .

Acceptable methods for rendering the logo are etching on glass or stone, embossing or debossing leather, and etching or carving the logo into stone or wood . Creating the logo in flowers, ice, chocolate or other food is not prohibited .

Use of Metal and Other Substrates


Helvetica is the approved type family for use on all Cummins materials . The Helvetica Neue family is shown below in seven weights .

Other Helvetica versions such as condensed, compressed, extended, inserat and italic are available and approved for use as needed .

Typography

Helvetica Neue 95 BlackHelvetica Neue 85 HeavyHelvetica Neue 75 BoldHelvetica Neue 65 MediumHelvetica Neue 55 RomanHelvetica Neue 45 LightHelvetica Neue 35 Thin


The Cummins logotype, which consists only of type, is rarely used and may only be used in extreme cases where the Cummins logo cannot be reproduced legibly . In particular, applications where the size is smaller than 1/4 inch or 6 1/2 millimeters in height . Other acceptable uses of the logotype are on short, wide signs where the Cummins logo will not be readable from a distance and small narrow items such as pencils where proper reproduction of the Cummins logo is not possible .

Logotype

NO!

NO!

The Cummins logotype and logo should never be used together.


Your Dealership and the Cummins Brand

The Value of Co-branding . . . . . . . 22

Presentation . . . . . . . . . . . 23

ApplicationsSignage . . . . . . . . . . . . 24

Certified Dealers Signage . . . . . . . . . 25

Vehicles . . . . . . . . . . . . 28

Uniforms . . . . . . . . . . . . 29

Business Cards . . . . . . . . . . 31

Advertising . . . . . . . . . . . 32

22Your Dealership and the Cummins Brand

While your business may work with many suppliers, there are often advantages to representing your dealership brand in conjunction with the Cummins brand . This co-branding approach allows you to leverage the equity of the Cummins brand for promoting custom service lines and selling genuine Cummins products .

The Value of Co-branding

DEALER NAMEOR LOGO

Co-Branding

Co-Branding is used when signage, advertisements, and other communication collateral is limited to featuring only your dealership brand and the Cummins brand.


Presentation

Proximity

When co-branding with Cummins, the preferred minimum distance between the Cummins logo and your dealership brand identification should be three widths of the Cummins logo .

The two may only appear closer to each other if extremely small size restrictions require it, such as small advertising or signage space.

Orientation

Positioning your dealership brand identification to the left of the Cummins logo is preferred .

The item may be placed to the right of the Cummins logo only when required to fit existing formats structured to display the dealership brand on the right.

Proximity level 3 refers to the preferred minimum distance of 3x the logo width.

DEALER NAMEOR LOGO


Dealerships may use the Cummins logo in conjunction with their own branding on company vehicles. Please be sure to maintain the Proximity Level 3 spacing whenever possible. Refer to page 37 for representing multiple brands on your fleet vehicles.

Use a black Cummins logo on light-colored vehicles, and a white Cummins logo on dark-colored vehicles . Black and white are the only permitted colors for the Cummins logo.

Cummins logo sizing on vehicles

Maximum size: 30 in heightMinimum size: 10 in height

Co-branding on Vehicles

DEALER NAMEOR LOGO


Representing the Cummins brand on uniforms along with your dealership brand is an excellent way to reinforce your connection with Cummins quality through your employee apparel . The same Proximity Level 3 guide applies . In addition, the Cummins logo should appear on the right side (left breast) whenever possible .

Remember, the Cummins logo may only be reproduced in black or white . The Cummins logo in red is NOT permitted (see page 16 for more details) .

Co-branding on Uniforms

DEALER NAMEOR LOGO

The Cummins logo should appear on the right side (left breast) whenever possible.


Logo size and placement

The approved logo size for the Cummins logo applied to shirts, jackets, sweaters and vests is 1 1/4 in (31 mm) . The Cummins logo size is consistent for all shirt sizes, male and female . The Cummins logo is embroidered on the left breast, centered over the pocket with the top of the logo 2 1/4 in (56 mm) above the top of the pocket .

Personalized uniforms

For uniforms personalized with both dealership identification and the employees name, the Cummins logo must remain isolated on the left breast . All dealership and employee information may be placed on the right breast .

Get the approval of your Marketing and Communication contact in your region in case you decide to develop any uniform with Cummins logo . Otherwise you can address your questions to our brand experts info@brandingHQ .com

Co-branding on Uniforms (cont .)



The use of the Cummins logo on business cards is optional for dealers . Alternative to the logo, dealerships can mention they are an authorized dealer, or a certified dealer if it is the case . In case the dealer represents Cummins engines and Power Generation products, the logo to be used is only the primary Cummins logo . Never use the Power Generation logo lockup and the primary Cummins logo side by side . The specifications for applying the logo to your business cards are:

The Cummins logo prints solid black . The logo size is 7/16 in tall and 11/16 in from the top trim . The size may not be altered . The top edge of the logo aligns with the address copy to the right .

Co-branding on Business Cards

7/16"

3/8"

11/16"DIESEL INC.John SmithGeneral Manager

123 Address St .Anytown, USA(987) 654-3210john@webaddress .com

DIESEL INC.AN AUTHORIZED CUMMINS DEALER

John SmithGeneral Manager



Dealerships may wish to promote their status as a Cummins certified dealer in print advertisements . When creating advertisements, the Cummins logo may be added to your own artwork, or you may add your logo to a Cummins-branded advertisement .

Adding the Cummins logo

In cases where the dealer is creating their own artwork and wants to use the Cummins logo, the use of Cummins logo standards must be followed . This includes maintaining the appropriate minimum clear space around the logo . See page 10 for necessary details .

See next page for Cummins-branded advertising .

Co-branding in Advertising

Dealership message, images, call-to-action


DEALER NAMEOR LOGO

DEALER NAMEOR LOGO


Message, images, call-to-action

Adding your logo to a Cummins advertisement

Dealers may elect to use pre-created advertisement templates that match the common advertising format that has been developed for Cummins business units and distributors . In most cases, dealer may add their logo and contact information into pre-formatted artwork .

There are guidelines for using these Cummins branded templates . Dealers should work with their local Cummins distributor to develop any advertisement utilizing this format to ensure standard proportions and logo placement is correct .

Co-branding in Advertising (cont .)

DEALER NAMEOR LOGO, AND CONTACT INFO

34

Representing Multiple Brands

Brand Standards for Dealers

Multi-Branding with Cummins . . . . . . 35

ApplicationsSignage . . . . . . . . . . . . 36

Vehicles . . . . . . . . . . . . 37

Uniforms . . . . . . . . . . . . 38

Business Cards . . . . . . . . . . 39

Advertising . . . . . . . . . . . 40

35Multi-Branding with Cummins

As a dealership that sells and represents multiple manufacturers, it will often be necessary to present the Cummins logo along with several others (including your own logo) . Cummins recommends you display the various manufacturers’ logos in a grid, and requires the Cummins logo to be of relatively equal

size to the other logos . In addition, other logos or type placed beside the Cummins logo, on either side, must be a full Cummins logo width away . Other logos or type placed above or below the Cummins logo must be kept at a distance from the Cummins logo equal to the width of one leg of the logo .

Multi-Branding with Cummins

DEALER NAMEOR LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

When multi-branding with Cummins, leave space on either side of the logo equal to the width of the logo, and space above and below the logo equal to the width of one leg of the Cummins logo.


Dealerships often desire to display the many brands they service on their fleet vehicles. As with other multi-branding situations, Cummins requires the logo be given appropriate clear space as defined on page 35 and be sized equally to other manufacturers’ logo. Get the approval of your Marketing and Communication contact in your region in case you decide to apply the Cummins logo to your dealership’s vehicles. Otherwise you can address your questions to our brand experts [email protected].

Cummins logo sizing on vehicles

Maximum size: 30 in heightMinimum size: 10 in height

Multi-Branding on Vehicles

DEALER NAMEOR LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO



Due to limited space on uniforms, Cummins strongly discourages the use of more than one manufacturer’s logo on your dealership’s uniforms .

See page 29 for guidelines on adding the Cummins logo to your uniforms . Get the approval of your Marketing and Communication contact in your region in case you decide to develop any uniform with Cummins logo . Otherwise you can address your questions to our brand experts info@brandingHQ .com

Multi-Branding on Uniforms



The use of the Cummins logo on business cards is optional for dealers . Alternative to the logo, dealerships can mention they are an authorized dealer, or a certified dealer if it is the case .

A multi-brand dealer may include other logos on the business card, as long as minimum standard space is maintained as defined on page 35 .

Multi-Branding on Business Cards

DIESEL INC.John SmithGeneral Manager


front

back


While Cummins doesn’t allow other manufacturers’ logos to be added to Cummins-branded advertisements, it is permissible to add the Cummins logo alongside other logos on dealer-branded advertisements . Cummins only requires the logo be given appropriate clear space as defined on page 35 and be sized equally to other manufacturers’ logo .

Multi-branding in Advertising



DEALER NAMEOR LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

DEALER NAMEOR LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO

OTHER MFR. LOGO


Despite covering many aspects of the Cummins visual brand, there may be cases when you have a question not answered within this guide . For those situations, please contact your local Cummins distributor for specific branding inquiries . Cummins brand experts can also be reached by sending a message to [email protected]

Contact Information


Brand Standards for Dealers - Cummins 4 The consistent representation of our brand is very important...

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