Modine Graphics Standards Manual - External Distribution Edition
Transcript of Modine Graphics Standards Manual - External Distribution Edition
Modine Manufacturing Company
Graphic Standards Manual
External Distribution Edition
Contents0.0
1.0 Introduction
1.1 Communicating Our
Corporate Identity
1.2 Our Corporate Signature
1.3 Use of the Standards Manual
1.4 Glossary of Terms
2.0 The Signature for Modine
2.1 Rationale
2.2 M-Mark
2.3 Elements
2.4 Proportions
2.5 Improper Use
2.6 Control Area
2.7 Minimum Size
2.8 Positive Signature Use
2.9 Background Use
2.10 Negative Signature Use
2.11 Color Systems
2.12 Typography
3.0 Nomenclature Applications
3.1 Nomenclature
3.2 Legal Requirements
3.3 Copyright Notice
Modine Manufacturing CompanyGraphic Standards Manual
Introduction
Introduction1.0
1.1 | Communicating Our
Corporate Identity
Modine is a world leader in solving
heating and cooling problems in
vehicles, buildings and off-highway
and industrial equipment. We have
developed and sustained our global
reputation through innovation, a
customer focus, and products made
with exceptional quality.
Due to strengths such as our
technological expertise, global
customer relationships, and world-
class manufacturing, we will continue
to lead in diverse, global markets and
grow our business.
In turn, our name will continue to
stand for customer excellence,
shareholder value, and opportunities
for employees.
1.2 | Our Corporate Signature
Our logo is more than just an identifier
for our company. At Modine, it has
become a signature that embodies our
corporate identity – our characteristics
and attributes. These attributes have
made Modine a world leader in heat-
transfer technology through the
products we deliver and the global
reputation we sustain.
The signature and its applications
must communicate these attributes
with a consistent voice to our
employees, customers, shareholders,
community, and competitors.
In today’s global market
environment, the signature and its
applications must:
• preserve the integrity and foster
dignity of our corporate identity and
our Modine name;
• become the visual elements of a
comprehensive, global initiative to
build the Modine brand;
• distinguish us from our competitors;
• further strengthen impact and
recognition value through consistent
repetition; and
• continue to build upon and add value
among all the Modine audiences.
Modine Manufacturing CompanyGraphic Standards Manual
Introduction1.0
1.3 | Use of the Standards Manual
This manual should be the definitive
resource for the correct use of the
Modine signature.
It provides the guidelines you must
follow in using the elements of the
signature properly. This manual defines
the standards developed to ensure
visual consistency, and adherence to
these standards will assure effective
communications.
Usage of the signature that is not
compliant with these standards is
strictly prohibited. Disregard of these
standards destroys the marketing
benefits that we derive from
implementing a Modine corporate
identity that is unique, valued, and
treated with high regard.
The scope of these standards
is limited and will not cover all
applications. It should not be a
substitute for legal and trademark
counsels.
Questions concerning specific
applications and requests for
additional reproduction materials
should be directed to the Corporate
Public Relations and Advertising
Department in Racine, Wisconsin.
Modine Manufacturing CompanyGraphic Standards Manual
Introduction1.0
1.4 | Glossary of Terms
application
the use of any version of the Modine
signature in any medium
background
the area surrounding the signature
bleed
printing a defined area that extends beyond
the portion of the sheet and that will
eventually be trimmed off
brand name
a label of identification used on or in
conjunction with products and services to
distinguish them in the marketplace
capital height or cap height
the vertical dimension of a capital letter, mea-
sured from its top to the baseline
clear space
the area surrounding the signature that
must be kept clear of type or any other visual
elements
condensed type
type that is compressed by design
corporate colors
the prescribed ink or ink formulas used in the
Modine signature
corporate signature
the unique, specially designed combination of
altered font and graphic elements used to
represent Modine
flush left
alignment of lines of type on a vertical left
margin
flush right
alignment of lines of type on a vertical right
margin
font
the name given to a complete set of letters of
the same design or typeface
four-color process
a printing process that reproduces a full-color
original by re-creating and printing the image
in standard cyan, magenta, yellow, and black
inks
grid
an invisible graphic structure used to organize
and align type, photos, and other graphic
elements in a layout
layout
the arrangement of type, photos, and other
graphic elements on the printed page
leading
the amount of space between lines of text
letter spacing
the amount of space between letters
“M” height
the size of the Modine signature as measured
in the height of the letter “M”
nomenclature
a system of consistently used words that group
products, services, or company functions
pica
typographic units of measure; 1 pica = 1⁄6 of an
inch; 6 picas equal 1 inch. See also point
point
typographic units of measure; 1 point = 1⁄72 of
an inch; 12 points equal 1 pica; (3 picas and 6
points is noted as 3p6.) See also pica
positive signature
a dark signature printed on a white or light-
colored field
reverse
to change white areas black and black areas
white; a negative
reverse signature
a light signature printed on a black or
dark-colored field
scaling
to enlarge or reduce an element, maintaining
its proportions
screen
a printing device that reduces an ink coverage
by using a series of fine dots to lighten an ink
color
signature (logo)
a unique, especially designed combination of
font and/or graphic elements used to
represent a company. Sometimes referred to
as a logo.
solid
1. letters set with no extra spacing
2. ink printed without a screen
support typography
a limited selection of fonts used to
complement the signature to maintain
consistency in applications
text box
in computer-generated layouts, the device
that contains type, usually defined and
aligned by the type’s cap height on top, and
flush left margin on left
trademark
A symbol, design, word, or letter used to
distinguish products and services from those
of competitors, usually registered and
protected by law
uppercase letter
the capital letters of a font
weight
a typographic term referring to the level of
boldness of a font
x-height
the vertical dimension of a lowercase letter,
such as a lowercase “x” measured from its
top to the baseline
Modine Manufacturing CompanyGraphic Standards Manual
The Signature for Modine
The Signature for Modine2.0
This section introduces the two
Modine signatures, 1) Logo alone 2) Logo
with new tagline. It also provides guide-
lines for using both of the signatures
including specifications for proper color
usage, spacing requirements, supporting
typography and legal usage.
When circumstances are not clearly
covered in these guidelines, please direct
questions to Corporate Communications
in Racine, Wisconsin.
2.1 | Rationale
The corporate signature was
developed to present Modine as the global
leader in heat-transfer technology, to
project quiet strength, and to separate
Modine from competitors in its industry.
The type font projects Modine’s confi-
dence in its strength, its boldness as the
industry leader, and its forward motion.
The signature appears in a neutral gray
that is understated and sophisticated.
The graphic element, or cycle graphic,
that appears at the front of the type
serves not only to demonstrate the nature
of the product (the heating and cooling
cycle) but also to propel the type and
drive its direction.
Modine’s signature is a registered
company trademark, as are the cycle
graphic and the name "MODINE."
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine2.0
2.2 | M-Mark
In some special cases it may be
appropriate to use the “M-mark” as an
abbreviated version of the corporate
signature.
It is important to keep in mind the
objectives of the corporate signature: to
preserve the integrity and dignity of our
corporate identity and our Modine name;
to build the Modine brand name on a
global basis; to distinguish us from our
competitors; to further strengthen impact
and recognition value through consistent
repetition; and to build upon and add
value among all the Modine audiences.
Therefore, the M-mark should never
be used in place of the full corporate
signatures in circumstances where these
objectives may not be met.
The M-mark should be avoided as
the sole identifier on products, or any
external or customer-related material such
as literature or advertising.
Use of the M-mark is best with
audiences who already recognize and
value the full corporate signature, such as
employees. The M-mark may be appro-
priate for some promotional items and
gifts, such as coffee mugs and lapel pins.
Use of the M-mark should also be
delayed until sufficient brand recognition
of the corporate signature has been
established.
The M-mark should only be used with
approval from Corporate Communications
in Racine, Wisconsin.
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine2.0
2.3 | Elements
The corporate signature consists of
two elements: the type font and the cycle
graphic. As the Modine name can never
be separated from the company it repre-
sents, the corporate type font should
never be separated from the cycle graphic
that represents its product and industry.
The signature should appear only in
this arrangement. The spatial relationship
and proportions between the two
elements cannot be altered.
2.4 | Proportions
For maximum legibility and clarity, the
letters of the type font have been
adjusted and altered. Therefore, they
should never be redrawn or re-typeset.
The cycle graphic as well has been
specially created for this purpose and
should never be redrawn or re-created.
Use only the signatures provided.
Enlarging and reducing the logo should
only be done electronically without
altering its horizontal and vertical ratios.
The type font and the cycle graphic
should always be scaled up or down as a
single unit.
To avoid distortion of any of the
elements, larger uses of the logo for
banners, flags, etc. should always be
prepared electronically.
2.5 | Improper Use
The signature was intended to be
used in a horizontal format. Avoid using
the signature on an angle.
The signature should never be
outlined or photographically altered
in any way. The addition of texture,
shading to make the signature appear
dimensional, or drop shadows is
unacceptable.
Text should never be placed over the
signature, and the signature should never
be used inside body copy in place of the
full corporate name.
The cycle graphic should never be
used outside of the corporate signature or
as a decorative device.
Modine Manufacturing Company
Graphic Standards Manual
Cycle GraphicCorporate BluePMS 300
Cycle GraphicCorporate RedPMS 199
Type FontCorporate GrayPMS 424
The Signature for Modine2.0
2.6 | Control Area
Since our signature represents our
company, it should always be treated
with respect. The signature should
always be surrounded by ample clear
space. Do not crowd it with any other
element; this will provide the signature
dignity and allow maximum visual
benefit. There is no maximum area of
space that should surround a signature on
a field.
The minimum amount of space
surrounding the signature should be kept
clear from type, images or the edge of the
field. The illustration above shows this
minimum space as light gray. The required
minimum amount of clear space on all
sides is determined by the size of the
Modine signature. Allow the width of one
M space (the same size as the “M” in the
type font size you are planning to
position) to the right and left of the
Modine type font. Allow the height of
two Ms at the top and the bottom. The
clear space is measured from the Modine
type font and does not include the cycle
graphic.
The minimum clear space should
always be the same regardless of
the size of the signature in any given
application.
The signature was designed to be
used alone. No other element, such as a
violator or descriptor text, should be
attached to it. The signature should not
be contained in any element, such as a
colored box or band or any other shape
smaller than the minimum space, so that
the overall shape does not appear to be
part of the signature.
The lone exception to the guidelines
stated above is in the use of the new
corporate tagline. Please read 2.7 for
further details.
Modine Manufacturing Company
Graphic Standards Manual
(one M spaceminimum)
(two M
spaces
minimum)
(one M spaceminimum)
(two M
spaces
minimum)
The Signature for Modine2.0
2.7 | Corporate Tagline
In order to further imply our techno-
logical capabilities and reinforce our core
competency - heat transfer and thermal
management - a new Modine tagline has
been created. The tagline is intended to
improve Modine's brand recognition and
image among three groups: customers,
investors and the communities we serve.
The tagline will be communicated
through one of two methods: as a part of
a new tagline signature or as a stand-
alone entity. The tagline signature is
shown above and will be used in all
marketing and communication materials.
Due to the font size of the tagline, the
new tagline signature can only be used
when it is a minimum of 11p2,928 x
3p5.688 in size. If you are required to use
the tagline signature in an area smaller
than this, please contact Corporate
Communications in Racine, Wisconsin.
Also contact them if you wish to use the
tagline as a stand-alone entity.
This signature is the lone exception to
the guidelines regarding the control area
surrounding the Modine signature
(see 2.6).
Use only the signatures provided to
communicate the new tagline. The tagline
itself should never be redrawn and/or
inserted underneath the Modine signature.
The trademark symbol must always be
included in the superscript of the tagline
as well.
Modine Manufacturing Company
Graphic Standards Manual
Cycle GraphicCorporate BluePMS 300
Cycle GraphicCorporate RedPMS 199
Type FontCorporate GrayPMS 424
Type FontCorporate GrayPMS 424
.1'' cap height minimum orequivalent of 10 pt. Univers
.1'' cap height minimum orequivalent of 10 pt. Univers
The Signature for Modine2.0
2.8 | Minimum Size
Some applications have a limited
amount of space for the display of the
corporate signature.
The smallest size the signature can
appear is .1” (approximately 2.5mm) to
the cap height of the type font. This is
the equivalent of the cap height of
10 point Univers.
The recommended clear space still
applies to applications where the
minimum-size signature is used.
When the three-PMS version or the
four-color process version is being used at
the minimum size, registration is critical,
and printing proofs should be examined
carefully to ensure proper positioning.
Refer to 2.7 for specific size guide-
lines for the new tagline signature.
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine2.0
2.9 | Positive Signature Usage
Our corporate colors are gray, red and
blue (see section 2.12). Consistent and
accurate use of these colors will ensure
the recognition value of the Modine
signature. The consistent use of the
corporate colors will also be a major
factor in separating Modine from the
competitors.
The preferred color treatment is the
three-color version (see example 1). This
version should be used on all corporate
envelopes, corporate signage, and other
print applications where three custom
inks are affordable and available. The
Modine type font is corporate gray. The
top of the cycle graphic is always
corporate blue, and the bottom is always
corporate red. When the three-color
version is used, support type should be in
corporate gray. Any other color combi-
nation is unacceptable and in violation of
these corporate standards.
Please note that if three custom inks
are not available, there is not a two-color
version of the Modine signature.
In four-color process printing
applications, the corporate colors can be
re-created in process inks. Care should be
given in four-color applications to match
the corporate colors. When possible, it
may be necessary to supervise the
printing and make the necessary adjust-
ments on press to ensure a color match
to the corporate colors.
It is acceptable to print the entire
Modine signature in either corporate gray,
corporate blue, corporate red, or black if
three custom inks or four-color process
printing are not available (see examples 2,
3, 4 and 5).
To assure accurate reproduction,
please be sure printers and suppliers
check color reproduction against the color
swatches provided, whether using the
preferred three-color version, one-color
version, or four-color process version.
These same standards should be
applied to the new tagline signature.
Modine Manufacturing Company
Graphic Standards Manual
4 5
1
Preferred Usage
2
Acceptable Usage
3
The Signature for Modine2.0
2.10 | Background Use
The recommended background for the
Modine signature is white
(see example 1).
A neutral gray, the equivalent of a
15% screen of black or lighter, is also
acceptable (see example 2).
The signature may appear over a
photograph (see example 3). Care and
discernment should be used in the
selection and placement of the image to
ensure the signature has maximum
legibility.
The background should be consistent
in tone and should not interfere with
legibility in any way. It is not recom-
mended to place the positive form of the
signature on a field of darker than a 15%
screen of black (see example 4).
Placing the signature on a varying
field is not acceptable (see example 5).
It is unacceptable to place the
signature on a photograph where there is
insufficient contrast or the field is overly
patterned (see example 6).
These same standards should be
applied to the new tagline signature.
Modine Manufacturing Company
Graphic Standards Manual
4 5 6
21
Unacceptable Usage
3
Acceptable Usage
The Signature for Modine2.0
2.11 | Negative Signature Use
In some layout situations, it may be
necessary to apply the signature on a
black or very dark field. Care should be
used in selection and placement of the
signature. Maximum legibility is always
required and, in these situations, the
signature should be white (see example
1), or neutral gray, the equivalent of a
15% screen of black or lighter (see
example 2).
An all-white signature on a field
of a solid color is also acceptable (see
example 3).
The use of the corporate colors
may be printed only on a white or
very light field, or reversed out of
black field. It is not recommended to print
the corporate colors on a black
paper or field.
These same standards should be
applied to the new tagline signature.
Modine Manufacturing Company
Graphic Standards Manual
2 3
1Preferred Usage
Acceptable Usage
The Signature for Modine 2.0
2.12 | Color Systems
The color systems are provided so
that the final printed product matches the
samples shown. Printing the signature in
its corporate colors on varying paper
stocks may produce shades that are
inconsistent with these standards.
Therefore, it is always necessary
to compensate for these factors and
to adjust ink formulas to ensure a
color match.
Even the most reliable printers can let
color densities drift and print too light or
too dark. As the implementor of these
standards, you are required to supervise
and enforce these color guidelines.
The standard and most widely
accepted color system is the Pantone
Matching SystemTM (PMS). In Germany, if
the Pantone Matching System is
unavailable, the Hostmann-Steinberg
System® (HKS) has acceptable
alternative ink color equivalents.
The samples above outline the
corporate colors in their PMS and HKS
equivalents. Coated paper stocks produce
the closest color matches. Uncoated
stocks dilute or weaken the recommended
corporate colors, and close attention
should be given to ensure accurate repro-
duction.
In four-color printing applications,
color densities may also vary and should
be closely monitored. Always use the
PMS (or HKS) equivalents as the
standards when matching the corporate
colors in four-color process.
Modine Manufacturing Company
Graphic Standards Manual
Modine Blue
(Pantone Matching System)PMS 300 CoatedPMS 300 Uncoated
(Hostmann-Steinberg System)HKS 44 K Gestrichnes Papier (Coated)HKS 44 N Naturpapiere (Uncoated)
Process Four-Color Tint Match100% Cyan
50% Magenta
Modine Gray
(Pantone Matching System)PMS 424 CoatedPMS 424 Uncoated
(Hostmann-Steinberg System)HKS 96 K Gestrichnes Papier (Coated)HKS 96 N Naturpapiere (Uncoated)
Process Four-Color Tint Match65% Black
Modine Red
(Pantone Matching System)PMS 199 CoatedPMS 199 Uncoated
(Hostmann-Steinberg System)HKS 23 K Gestrichnes Papier (Coated)HKS 23 N Naturpapiere (Uncoated)
Process Four-Color Tint Match100% Magenta
65% Yellow
The Signature for Modine2.0
2.13 | Typography
The Univers family of type fonts is
the recommended font for stationery. It is
an elegant type font that has endured and
transcends trends. It has been selected
for its versatility and legibility. Univers
should also be available worldwide.
Univers can be used in body text as well
as headlines.
The body text in this standards
manual has been set in Univers 47, and
the heads have been set in Univers 67.
If the Univers family is not available,
the Helvetica family of fonts is an
acceptable alternative.
The body text used in Modine’s
corporate documents, such as the Annual
Report, is set in Optima, a modern, sans
serif font.
In some cases, a serif font may be
desired for body text. In this case, select
a font that is equally classic and defies
trends, such as (in order of preference)
Garamond, Times Roman or Caslon. In
these cases, it would still be appropriate
to include Univers for headlines, captions,
etc. for continuity.
Modine Manufacturing Company
Graphic Standards Manual
Univers Family — Acceptable Support Type Fonts
Univers 47 (Condensed Light)Univers 48 (Condensed Light Oblique)Univers 57 (Condensed Regular)Univers 58 (Condensed Regular Oblique)Univers 67 (Condensed Bold)Univers 68 (Condensed Bold Oblique)
Univers 45 (Light)Univers 46 (Light Oblique)Univers 55 (Regular)Univers 56 (Regular Oblique)Univers 65 (Bold)Univers 66 (Bold Oblique)
Univers 75 (Black)Univers 76 (Black Oblique)
Primary Support Type Fonts
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 47 (Condensed Light)
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 57 (Condensed Regular)
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 67 (Condensed Bold)
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 45 (Light)
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 55 (Regular)
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 65 (Bold)
Nomenclature Applications
1 “M” space minimum
Nomenclature Applications3.0
3.1 | Nomenclature
The signature alone is the correct
identifier for the origin of any product
or material Modine may produce.
This is the only corporate signature
authorized by the company, and no other
divisional signature should be used.
Under no circumstances should any
additional type or design element be
added to the approved signature.
In some instances, however, it may
be necessary to further define the
origin of printed material to a certain
division of Modine.
The preferred position of the
division or group name is immediately
after the full corporate name in the
address block.
The examples above show three
acceptable division-name identifiers.
Please note that the support type does
not intrude in the proper clear space of
the signature. The cap height of the
support type aligns with the cap height
of the Modine signature. The division
name always follows the full corporate
name. The full corporate name and the
division name are both Univers 66 with
a small amount of space before the
address. The address is Univers 46.
Modine Manufacturing CompanyGraphic Standards Manual
Modine Manufacturing Company
1500 DeKoven AvenueRacine, Wisconsin 53403-2552
Modine Manufacturing Company
Automotive Division
1140 Northpoint BoulevardP.O. Box 969Blythewood, South Carolina 29016-0969
Modine Manufacturing Company
Commercial HVAC&R Division
9320 San MateoLoredo, Texas 79041
Modine Manufacturing Company
Aftermarket Division
1500 DeKoven AvenueRacine, Wisconsin 53403-2552
Align cap heights
Nomenclature Applications3.0
3.2 | Legal Requirements
The full legal name for Modine is
Modine Manufacturing Company.
The full name should appear in the
approved support type fonts wherever
possible when the company’s full legal
name is required.
In cases where the full legal name
is part of body text in a font other than
the approved support type fonts, it is
not necessary to change the font for
the company name.
The full legal name is not part of
the signature. The full legal name and
the signature should be clearly
separated.
3.3 | Copyright Notice
Original copy, artwork, photographs,
and printed material should include the
copyright symbol. It is no longer
necessary to register copyrights, but
copyright protection can be
accomplished by printing a copyright
symbol on the back of printed
materials. Include the copyright
symbol, the owner, and the year of
publication in the approved support
type fonts.
Modine Manufacturing CompanyGraphic Standards Manual
Modine Manufacturing Company
© Modine 1998
Modine Manufacturing CompanyGraphic Standards Manual
Literature Number 20-501 Rev 1
Modine Manufacturing Company1500 DeKoven AvenueRacine, Wisconsin 53403-2552Phone: 262.636.1200