Baldwin Brochures/form30.pdf · LOGOS 4 COLOR LOGOS The Baldwin logo is available in several...

BRAND IDENTITY STANDARDS

March 2012

CONTENTS

2Brand Identity Standards March 2012

INTRODUCTION ............................. 3

LOGOS ........................................ 4-7

Color Logos ........................................................4

Black & White Logos ..........................................5

Language Specific Logos ...................................6

Background Usage .............................................7

Incorrect Logo Usage ....................................8-11

Color Palette.....................................................12

Clear Space......................................................13

Minimum Size ...................................................13

PRINT & ELECTRONIC ..................... 14-18

Primary Fonts ...................................................14

Secondary Fonts ..............................................15

Business Card ..................................................16

Letterhead ........................................................17

Envelope...........................................................18

PROMOTIONAL ITEMS ..................... 19-20

Guidelines.........................................................19

1-Color Imprints ................................................19

Incorrect Logo Usage on Promotional Items ....20

APPAREL ITEMS............................. 21-27

Guidelines.........................................................21

Apparel Logos ..................................................21

Caps ............................................................22-24

Shirts ...........................................................25-26

Incorrect Logo Usage on Apparel Items ...........27

CONTACT INFORMATION.................. 28

INTRODUCTION

3

BALDWIN FILTERS

These guidelines have beenprepared to ensure our brand ispresented in a consistent mannereverywhere. It is importantto follow these guidelines tomaintain an effective andconsistent standard in ourcommunications.

If you have any questions orcomments, please contact theMarketing CommunicationsDepartment at Baldwin Filters [email protected].

Brand Identity Standards March 2012

Baldwin Filters has a strong reputation in the mobile filtration industry. The Baldwin brand is acritical element of how we present ourselves to the global community; it is as important as theproducts and services we provide.

Given our leading market position, it is important for us to maintain a consistent image and astrong, distinctive brand identity. We must ensure that the representation of our brand and thebasic elements of our identity are always used correctly.

The guidelines in this document are not meant to inhibit, but to help you present a consistent lookacross all visual communications. These guidelines may not cover every situation, but theyshould give you the tools needed to communicate effectively.

By adhering to these guidelines, we will ensure that our identity stays strong and we promote aconsistent image to the world across all of our communications.

If you have any questions or comments, please contact the Marketing CommunicationsDepartment at Baldwin Filters at [email protected].

A STRONG BRAND IS IMPORTANT

LOGOS

4

COLOR LOGOS

The Baldwin logo is available inseveral versions, so be sure theproper logo is used for the rightapplication.

Print Versions

Digital files with .eps extensionsshould be used for printedmaterials. EPS vector formatallows high-quality printreproduction. EPS files can bescaled to any size withoutsacrificing image quality.

On-Screen Versions

Digital files with .jpg extensionsshould be used primarily foron-screen viewing. JPEGversions of the logo will not showthe white border on backgrounds.

Digital files with .gif extensionsshould be used on the web or onPowerPoint presentations withbackgrounds to show the logo’swhite border.

IMPORTANT

You can download EPS,JPEG or GIF files, and checkfor the most current logos atwww.baldwinfilter.com/resourcesimagebank.html.


ON WHITE & LIGHT BACKGROUNDS

Note: ® and “a CLARCOR company” are black.

Logo must have a white border when ona light background.

Use Logo: BFBrand

ON DARK BACKGROUNDS (DB)

Note: ® and “a CLARCOR company” are white.

Logo must have a white border when ona dark background.

Use Logo: BFBrandDB

Use Logo: BFBrand

Note: Red = Pantone 185 (CMYK100% Yellow, 100% Magenta)

Black (CMYK 100% Black).

LOGOS

5

BLACK & WHITELOGOS

When reproduction constraintsprevent the use of the Baldwincolor logo (ex. newspaper ads),use one of the alternate black &white versions.

Note: Black & white logos shouldnever appear on a website,four-color brochure or anyother application where thecolor logo can be used.

IMPORTANT

You can download EPS orJPEG files, and checkfor the most current logos atwww.baldwinfilter.com/resourcesimagebank.html.


ON WHITE & LIGHT BACKGROUNDS

Note: ® and “a CLARCOR company” are black.

Logo must have a white border when ona light background.

Use Logo: BFBrandbw

ON DARK BACKGROUNDS (DB)

Note: ® and “a CLARCOR company” are white.

Logo must have a white border when ona dark background.

Use Logo: BFBrandDB

Use Logo: BFBrandbw

LOGOS

6

LANGUAGESPECIFIC LOGOS

The Baldwin logos are alsoavailable in Chinese and Russianversions.

Chinese and Russian charactershave been added below theBaldwin logo to help withpronunciation.

All guidelines apply to theseversions.

You can download EPS,JPEG or GIF files of the Chineseversions of the Baldwin logo atwww.baldwinfilter.com/cn/resourcesimagebank.html.

You can download EPS,JPEG or GIF files of the Russianversions of the Baldwin logo atwww.baldwinfilter.com/ru/resourcesimagebank.html.


CHINESE VERSIONS RUSSIAN VERSIONS

Use Logo: C-BFBrand

Use Logo: C-BFBrand

Use Logo: C-BFBrandDB

ÅÓÎ‰ÛËÌ îËÎÚÂÒ

ÅÓÎ‰ÛËÌ îËÎÚÂÒÅÓÎ‰ÛËÌ îËÎÚÂÒ

ÅÓÎ‰ÛËÌ îËÎÚÂÒÅÓÎ‰ÛËÌ îËÎÚÂÒ

Use Logo: R-BFBrand

Use Logo: R-BFBrand

Use Logo: R-BFBrandDB

LOGOS

7

BACKGROUNDUSAGE

Background colors and graphicscan easily overpower or competewith logos. A white outline hasbeen built into the artwork tomaintain separation between theBaldwin logo and thebackground. This outline will notappear when the logo is stagedon a white background.

The background within bothparallelograms should be white;however, with the ® registrationmark and “a CLARCOR company”,the background on which the logois placed will be revealed.


THE WHITE OUTLINE HELPS THE LOGO STAND OUT FROM THE BACKGROUND

LOGOS

8Brand Identity Standards March 2012

DO NOT stretch or distort the logo

INCORRECT LOGO USAGE CORRECT LOGO USAGE

Use Logo: BFBrand

INCORRECTLOGO USAGE

To ensure a consistent identity,it is essential the logo is usedcorrectly.

Do not alter the logo in any way.Never attempt to redraw or alterthe proportions of the logo.

Do not change the color, or addor omit any elements of the logo.

a CLARCOR company

DO NOT redraw the logo or alter the logo fonts(DO NOT retype “a CLARCOR company)

Use Logo: BFBrand

DO NOT change the color of the logo* Use Logo: BFBrand

* See Apparel Items section for special instructions on color use on apparel.

LOGOS

9

INCORRECTLOGO USAGE





DO NOT place the logo on a lightbackground without the white border

Use Logo: BFBrand

DO NOT place the logo on a darkbackground without the white border

Use Logo: BFBrandDB


LOGOS

10

INCORRECTLOGO USAGE






DO NOT leave off“a CLARCOR company”on a dark background*

* “a CLARCOR company” can be omitted on promotional items, such as pens,where the print area is too small or on shirts, where it is not legible.

Use Logo: BFBrandDB

DO NOT leave off“a CLARCOR company”

on a white or light background*

Use Logo: BFBrand

LOGOS

11

INCORRECTLOGO USAGE






DO NOT leave off the® registration markon a dark background

Use Logo: BFBrandDB

DO NOT leave off the® registration mark

on a white or light background

Use Logo: BFBrand

LOGOS

12

COLOR PALETTE

The color version of the Baldwinlogo is the primary brandmark ofthe identity system. The colorversion should be used inbranded applications wheneverpossible.

The red of the Baldwin logo isCMYK 100% Yellow and 100%Magenta.


PRINT PRINT DIGITAL

Pantone 4-Color Process Web/Matching System CMYK Video Usage

Pantone 185 0 C, 100 M, 100 Y, 0 K 237 R, 28 G, 36 B

HTML# ed1c24

Black 0 C, 0 M, 0 Y, 100 K 35 R, 31 G, 32 B

HTML# 000000

LOGO COLORS

LOGOS

13

CLEAR SPACE

A minimum area surrounding thelogo must be kept clear of anyother typography, graphicelements and the trim edge of aprinted piece. More than theminimum clear space isencouraged if applicationsprovide the opportunity.

Minimum clear space on all sidesis equal to height of the word“FILTERS”.

MINIMUM SIZE

A minimum size for reproductionhas been established for the logoto protect the clarity and impact ofthe brand identity and itsappearance.

The height of the logo should beno smaller than 3/8 in. (9.5 mm)in all applications.

The height is measured fromthe top of the “BALDWIN”parallelogram to the bottom ofthe “FILTERS” parallelogram.


H = Height of the word “FILTERS”

HH

H

H

H

H H

H

H

H

H = Height of the word “FILTERS”

The height of the minimum sizeis equal to 3/8 in. (9.5 mm).

3/8 in. (9.5 mm)

WITHOUT WHITE BORDER WITH WHITE BORDER

PRINT & ELECTRONIC

14

PRIMARY FONTS

Helvetica and Times are theprimary fonts for marketing andadvertising materials.

Helvetica

Helvetica is the preferred sansserif font.

Helvetica Bold and Black are themain sans serif fonts used forheadings and subheadings.

Helvetica is the main sans seriffont used for body text.

Times

Times is the preferred serif font.

Times Bold is the main seriffont used for headings andsubheadings.

Times is the main serif font usedfor body text.

Note: It is acceptable tocondense text.


H e l v e t i c a

A BCDE FGH I J K LMNOPQRS TUVWXY Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9

Helvetica Light

Helvetica Light Italic

HelveticaHelvetica ItalicHelvetica BoldHelvetica Bold ItalicHelvetica BlackHelvetica Black Italic

T i m e s

A B CD E F GH I J K LMNO PQR S TUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9

TimesTimes ItalicTimes SemiboldTimes Semibold ItalicTimes BoldTimes Bold Italic

SANS SERIF FONT

SERIF FONT

PRINT & ELECTRONIC

15

SECONDARY FONTS

Impact and Arial are thesecondary fonts for marketingand advertising materials.

Impact

Impact may be used to add extraweight to headings.

Arial

Arial is the preferred font whencreating text for the Web,PowerPoint presentations andemail correspondence to ensureoptimum screen legibility.

Arial is available in a wide rangeof weights and styles for both PCand Macintosh systems.

Note: It is acceptable tocondense text.


I m p a c t

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9

I m p a c t

ALTERNATE SANS SERIF HEADING FONT

Arial

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9

Arial

Arial Italic

Arial Bold

Arial Bold Italic

Arial Black

ELECTRONIC FONT

PRINT & ELECTRONIC

16

BUSINESS CARD

StockWhite Paper Stock

NameHelvetica Black - 8 pointFlush Left

Title - Line 1Helvetica - 8 point (Horz. 90%)Leading - 12 pointFlush Left

Title - Line 2Helvetica - 8 point (Horz. 90%)Leading - 9 pointFlush Left

AddressHelvetica - 8 point (Horz. 90%)Leading - 9 pointFlush Right

Maximum Lines = 11(includes line betweenaddress and numbers)

Website & Quality LineHelvetica Black - 7 pointLeading - 9 pointCentered

Note: 2-Sided printing is allowedfor dual language oradditional information.

For help with setup, contact theMarketing CommunicationsDepartment at Baldwin Filters [email protected].


First Last NameTitle First LineTitle Second LineTitle Third Line

P.O. Box 6010 (68848)4400 East Highway 30

Kearney, NE 68847

Direct: 308-000-0000Baldwin: 800-822-5394

Fax: 308-000-0000Cell: 000-000-0000

[email protected]

www.baldwinfilter.comTS 16949 & ISO 9001 Quality Systems Certified

1/2 in.(13 mm)

3/16 in.(5 mm)

1 in.(25 mm)

3/16 in.(5 mm)

Address AreaMax. address lines = 11 (12 on some formats)

3/16 in.(5 mm)

5/32 in.(4 mm)

31/32 in.(25 mm)

3 1/2 in.(90 mm)

2 in.(50 mm)

3/16 in.(5 mm)

3/16 in.(5 mm)

3/16 in.(5 mm)

3/16 in.(5 mm)

3 1/2 x 2 in. (90 x 50 mm)

Side 2 - Setup Example

* Business card sizes may vary. For other sizes, use the same measurements from the outside edges as shown above.Any deviation from the business card template must be approved by the Marketing Communications Department.

Title First LineTitle Second Line

Address First LineAddress Second LineAddress Third Line

Tel: +00 00 000-0000Fax: +00 00 [email protected]

Title First LineTitle Second LineAddress First LineAddress Second LineAddress Third Line

Tel: +00 00 000-0000Fax: +00 00 [email protected]

PRINT & ELECTRONIC

17

LETTERHEAD


Address HeadingHelvetica Black - 8 pointLeading - 9 pointFlush Left

Address Body TextHelvetica - 8 point (Horz. 90%)Leading - 9 pointFlush Left



A4 (210 x 297 mm)2 in.

(51 mm)

1/2 in.(13 mm)

1/2 in.(13 mm)

3/8 in.(10 mm)

1 in.(25 mm)

1 5/8 in.(22 mm)

7/16 in.(12 mm)

5/8 in.(16 mm)

3/8 in.(10 mm)

* For A4 size, use the same measurements from the outside edges as shown above.

Use the correct TS/ISO logo version pertaining to each location (if applicable).

LETTER (8 1/2 x 11 in.)

PRINT & ELECTRONIC

18

ENVELOPE


Address TextHelvetica - 9 pointLeading - 11 pointFlush Left



#10 Envelope (9 1/2 x 4 1/8 in.) DL Envelope (220 x 110 mm)

1 1/4 in.(32 mm)

3/8 in.(10 mm)

3/8 in.(10 mm)

1 1/4 in.(32 mm)

PROMOTIONAL ITEMS

19

GUIDELINES

With promotional items such aspens, mugs, and bags, it isimportant to take extra care toensure that the logo is properlydisplayed and positioned.

The preferred colors for productsdisplaying the Baldwin logo arered, black, white or gray/silver.

1-COLOR IMPRINTS

Most promotional items, such asmugs, pens, coolers, koozies,duffle bags, etc., are imprintedwith 1-color.

The preferred ink color for1-color imprints is black, whiteor gray/silver.

Due to the lack of readability,do not include “a CLARCORcompany” on pens and othersmall promotional items.

If you have any questionsconcerning the correct usageon promotional items, pleasecontact the MarketingCommunications Departmentat Baldwin Filters [email protected].


Mugs with Black, White or Gray/Silver Imprint(Must include “a CLARCOR company”)

Duffle Bag with Gray/Silver Imprint(Must include “a CLARCOR company”)

Pens with Black or Gray/Silver Imprint(Leave off “a CLARCOR company”)

Use Logo: BFBrandbw*

1-COLOR PROMOTIONAL ITEMS

* For 1-color imprinting, send both the black & white (EPS vector) and color (EPS vector) logos.The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor.

PROMOTIONAL ITEMS

20

INCORRECT LOGOUSAGE ONPROMOTIONALITEMS

When screenprinting onpromotional items with 1-colorlighter ink on darker backgrounds,the lighter ink must be applied tothe positive areas (the red andblack areas of the color logo).

Do not print the negativeareas (the white areas of thecolor logo).



Tone-on-Tone (Lighter Ink) Tone-on-Tone (Lighter Ink)

Tone-on-Tone (Lighter Ink)DO print the positive areas of the

logo on promotional items

Tone-on-Tone (Lighter Ink)DO NOT print the negative areas of the

logo on promotional items

Positive Area(Lighter Ink)

Positive Area(Lighter Ink)

Negative Area(Nonprinted Area)

Negative Area(Nonprinted Area)

APPAREL ITEMS

21

GUIDELINES

With apparel items, it is importantto take extra care to ensure thelogo is properly displayed andpositioned.

Though it is acceptable to place theBaldwin logo on most color apparelitems, the preferred color torepresent the company at majorevents are white, red, black or gray.

APPAREL LOGOS

Logos on apparel items can beproduced in color, black, white ortone-on-tone.

Due to the lack of readability,do not include “a CLARCORcompany” on embroideredapparel items.

For logos on apparel items, usethe EPS (vector) versions.

Check with the vendor for artworkrequirements.

If you have any questionsconcerning the correct usage onapparel items, please contact theMarketing CommunicationsDepartment at Baldwin Filters [email protected].


Use Logo: BFBrandApparel

(On embroidered items, leave off “a CLARCOR company”The vendor will make the ® registration mark black or white)

Use Logo: BFBrand(On screenprinted items, “a CLARCOR company” must be included.)

FOR BLACK, WHITE OR TONE-ON-TONE VERSIONS

Use Logo: BFBrandbwApparel*

COLOR VERSIONS

* For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos.The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor.

APPAREL ITEMS

22

CAPS

Color Versions

When placing the color logo on acap, the logo must have a whiteborder.

The ® registration mark must beincluded and should either beblack on white or lightbackgrounds, or white on darkbackgrounds. Due to the lack ofreadability, do not include“a CLARCOR company”.

In some instances, the® registration mark is acceptablein either black or white. Pleaseuse your best judgment.

Black & Tone-on-Tone Versions

It is acceptable to place black ortone-on-tone logos on caps.

When printing tone-on-tone, printthe logo either several shadesdarker than the cap or severalshades lighter than the cap.See examples.

Logo Size (Front):

3 in. (76 mm) width


COLOR VERSIONS BLACK & TONE-ON-TONE VERSIONS

White Border with Black ® Registration Mark*

White Border with White ® Registration Mark

White Border with Black ® Registration Mark

Black Logo with Black ® Registration Mark

Tone-on-Tone Logo (Lighter Thread)

Tone-on-Tone Logo (Darker Thread)


APPAREL ITEMS

23

CAPS

Side Versions

The Baldwin logo can be placedon the side of the cap (left side ispreferred).

All color guidelines from page 22apply to these versions.

Logo Size (Side):

2 1/2 in. (63 mm) width


SIDE VERSIONS

White Border with White ® Registration Mark*

Black Logo with Black ® Registration Mark

Tone-on-Tone Logo (Lighter Thread)


APPAREL ITEMS

24

CAPS

It is important to note, whenprinting black or tone-on-toneversions, cap vendors stitch theword “BALDWIN”, but may ormay not stitch the background ofthe bottom parallelogram aroundthe word “FILTERS” due to spaceand readability; therefore, it isimportant to try and match Color2 as closely as possible to thecap color.


TONE-ON-TONE (LIGHTER THREAD) TONE-ON-TONE (DARKER THREAD)

Color 1Color 2

Color 1 (Positive Area) = Darker Thread

Color 1 should be several shades darker thanthe cap to create a good contrast.

Use Color 1 for the Positive Areas:The parallelogram behind “BALDWIN”The word “FILTERS”The parallelogram outline around “FILTERS”The ® Registration Mark

Color 2 (Negative Area) = Lighter Thread

Color 2 should match the color of the cap asclose as possible.

Use Color 2 for the Negative Areas:The word “BALDWIN”The inside of the parallelogram around“FILTERS” (optional)

Backgroundbehind “FILTERS”may or may nothave stitching.If no stitching, thenthe hat color willshow through.

Color 1Color 2

Color 1 (Positive Area) = Lighter Thread

Color 1 should be several shades lighter thanthe cap to create a good contrast.

Use Color 1 for the Positive Areas:The parallelogram behind “BALDWIN”The word “FILTERS”The parallelogram outline around “FILTERS”The ® Registration Mark

Color 2 (Negative Area) = Darker Thread

Color 2 should match the color of the cap asclose as possible.

Use Color 2 for the Negative Areas:The word “BALDWIN”The inside of the parallelogram around“FILTERS” (optional)

Backgroundbehind “FILTERS”may or may nothave stitching.If no stitching, thenthe hat color willshow through.

APPAREL ITEMS

25

SHIRTS

Color Versions

When placing the color logo on ashirt, it is best to place the logoon the front left side for maximumvisibility. If the shirt has a pocket,place the logo above the pocket.

When placing the color logo on acolor shirt, the logo must have awhite border.

The ® registration mark must beincluded and should either beblack on white or lightbackgrounds, or white on darkbackgrounds. Due to lack ofreadability, do not include“a CLARCOR company”.

Though it is acceptable to placethe Baldwin logo on most colorshirts, the preferred color shirtsto represent the company atmajor events are white, red,black, gray or light blue.

Logo Size:

2 1/2 in. (63 mm) width(not including white border)


COLOR VERSIONS

No Border with Black ® Registration Mark

White Border with Black ® Registration Mark

White Border with White ® Registration Mark

* Send the color (EPS vector) logo. Please send a copy of the Baldwin Brand Identity Standards to the vendor.

APPAREL ITEMS

26

SHIRTS

Black, White & Tone-on-ToneVersions

It is acceptable to place black,white or tone-on-tone logos onshirts. These logos can be placedon the front, left side or on the leftsleeve just above the cuff.

The ® registration mark must beincluded and should either beblack on white or lightbackgrounds, or white on darkbackgrounds. Due to lack ofreadability, do not include“a CLARCOR company”.

When printing tone-on-tone, printthe logo either several shadesdarker than the shirt or severalshades lighter than the shirt. Seeexamples.

See cap examples on page 24for more detailed informationabout matching thread use fortone-on-tone applications.

Logo Size:

2 1/2 in. (63 mm) width


BLACK, WHITE & TONE-ON-TONE VERSIONS

Black Thread Black Thread

White Thread Black Thread

Tone-on-Tone Logo (Darker Thread) Tone-on-Tone Logo (Lighter Thread)* On black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos.The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor.

APPAREL ITEMS

27

INCORRECT LOGOUSAGE ONAPPAREL ITEMS

When using tone-on-tone versions(darker or lighter), do not makethe word “BALDWIN” white. Theword “BALDWIN” should be thesame color as the shirt.

When using lighter threadtone-on-tone versions on darkerbackgrounds, the lighter threadmust be applied to the positiveareas (the red and black areas ofthe color logo).

Do not make the negative areas(the white areas of the color logo)the lighter thread color.


Tone-on-Tone VersionsDO NOT make the word “BALDWIN” white

Tone-on-Tone Versions (Lighter Thread)DO NOT make the negative areas of the logo

the lighter thread color

Tone-on-Tone VersionsThe word “BALDWIN” should be the

same color as the shirt

Tone-on-Tone Versions (Lighter Thread)DO make the positive areas of the logo

the lighter thread color


CONTACT INFORMATION

28

UPDATES

Periodically check our website atwww.baldwinfilter.com/resourcesimagebank.html toensure you have the latest PDFversion of our Brand IdentityStandards, as well as our mostcurrent logos.

If the logo or format you arelooking for is not on our website,please contact the MarketingCommunications Departmentat Baldwin Filters [email protected].


Thank you for taking the time to review our brand identity standards. If you have any questions orneed additional assistance, please contact the Marketing Communications Department atBaldwin Filters.

4400 East Highway 30P.O. Box 6010Kearney, NE 68848-6010

Ph: 308-234-1951Toll Free: 800-822-5394Fax: 308-233-9424Email: [email protected]

www.baldwinfilter.com

MARKETING COMMUNICATIONS DEPARTMENT

Baldwin Brochures/form30.pdf · LOGOS 4 COLOR LOGOS The Baldwin logo is available in several...

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Transcript of Baldwin Brochures/form30.pdf · LOGOS 4 COLOR LOGOS The Baldwin logo is available in several...