TRAILERS

TRAILERS

BRAND STANDARDS GUIDE

The # 1 Professional-Grade Trailer

Big Tex Trailers is the largest and most respected professional-grade open trailer manufacturer in North America. Dealers and consumers expect Big Tex to deliver exceptional quality trailers, as they have for more than 35 years. No other manufacturer offers the value that Big Tex offers customers. No one else offers the expertise, the durability or the product availability that Big Tex does. Our trailers are built to last, and so is our company. Leading the industry, inspiring customers and ourselves, we are driven to succeed and to exceed expectations. All of these objectives are central to the Big Tex brand promise. And that brand promise is communicated using the guidelines shared within this book.

EXCEPTIONALQUALITYFOR TOTAL CONFIDENCE

INTRODUCTION

TRAILERS

CMYK: C:2 M:100 Y:85 K:6RGB: R:200 G:16 B:46HEX: C8102E

CONTENTS1.BRAND ESSENCE... .............................. 61.2 Tone of Voice.......................................... 81.3 Tenets of Messaging .......................... 91.4 Tone of Voice in Practice ..................10

2.BRAND AESTHETIC ............................122.2 Colors & Usage ...................................142.3 Logo Usage ..........................................162.4 Fonts ......................................................202.5 Photography Guidelines .................22

3.PRINTED MATERIAL .........................263.2 Advertising .........................................283.3 Co-Branded Advertising& Logo Usage... .............................................303.4 Point of Purchase .............................323.5 Corporate Communications... ......333.6 Merchandise & Apparel. .................34

4.DIGITAL COMMUNICATION ........... 364.2 Email Marketing... .............................384.3 Digital Ads, Content Sites & Social Media... .................................39

Big Tex Brand Standards Guide

WHATIS OURBRAND ESSENCE?

At its core, the Big Tex brand is defined by a respect for hard work and an appreciation for a job well done — just as it has been for 35 years. Big Tex trailers are built to perform and built to last. They reflect hard-earned insights, a deep understanding of the market, a driven mindset and unfailing attention to detail.

Because of these values, Big Tex customers can count on exceptional value, unmatched quality and durability, and reliable support. Big Tex is true to its word, ensuring total confidence in its products. Serious business demands a seriousness of purpose; Big Tex is dedicated to the relentless pursuit of excellence.

Brand Essence Page 7

HOW DO WE COMMUNICATE OUR BRAND ESSENCE?

Along with Look and Feel, Tone of Voice is what helps give a brand its distinctive personality and sets it apart from everyone else. Using a consistent Tone of Voice across all communications helps emphasize the core identity of Big Tex, increasing brand recognition and familiarity.

Big Tex Tone of Voice is:Confident, dynamic, authoritative, positive and direct. It shows strength, experience and toughness. It respects its audience and demonstrates honesty.

Big Tex Tone of Voice isn’t:Cocky, arrogant or smug. It is not jargon-based, overly technical, overly long, or boring. It isn’t flowery, and it isn’t shy.

Brand Essence Page 9

TENETS OF OUR MESSAGINGThese principles should be used as a guide for drafting all communications. Distinctive, yet simple enough for everyone to follow, they convey the idea that Big Tex is the #1 manufacturer of professional-grade trailers.

Always be personal: So use: We, Us and YouAlways be confident: We make great things, be proudAlways be inspirational: Show the world we build products that last and get the job doneAlways be simple and clear: Don’t write 5 words when 3 will doAlways be progressive: Look for ways to build brand recognition

As the leader in the industry, Big Tex provides customers with the emotional benefit of confidence, and the functional benefits that come with a durable, well-made product. Our messaging should demonstrate this.

CONFIDENTTOUGHPROUD

Headlines should be confident, inspirational and easy to grasp. Be efficient and use familiar words and phrases in a clear, smart way.

Secondary copy should provide evidence for the claim made in the headline. It should include the details about the brand and product that are most relevant to the target customer. It should all relate back to the headline, especially the closing sentence.

Include a call to action that gives readers a next step to engage further with the brand. (Social media links, website, or similar.)

HOW TO USE TONE OF VOICE IN COMMUNICATIONS

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bigtextrailers.com

TRAILERSbigtextrailers.com

WELCOME TOBIG TEX COUNTRY

COMPANY YOU KEEP

bigtextrailers.com/become-a-dealer

JOIN THE WINNER’S CIRCLEWho are you aligned with? When you team up with Big Tex, you’re joining elite American brandslike Chevy® and John Deere®. A recent joint press event for more than 40 leading national media outlets will keep Big Tex top of mind for months to come. Big names choose Big Tex when it matters most because no other trailer brand delivers at our level. Take advantage of our incredible exposure and dealer resources and see where Big Tex can take you.

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On this page, three examples of headlines in print ads.

WHAT ISOUR BRAND LOOK AND FEEL?

Our aesthetic reflects our brand Personality: bold, confident, no-nonsense. Using an established set of colors and fonts ensures consistency across all platforms and helps increase brand awareness and familiarity.

COLORS, FONTS, LOGOS AND PHOTOGRAPHY

CMYK: C:61 M:53 Y:48 K:19RGB: R:100 G:101 B:105HEX: 646569GRAY: 75% of Black

CMYK: C:26 M:22 Y:22 K:0RGB: R:189 G:187 B:187HEX: BDBBBBGRAY: 30% of Black

PANTONE®

Cool Gray 10 CPANTONE®

Cool Gray 4 CPANTONE®

Cool Gray 7 C

CMYK: C:42 M:35 Y:35 K:1RGB: R:153 G:153 B:154HEX: 99999AGRAY: 50% of Black

PANTONE®

186 C

CMYK: C:2 M:100 Y:85 K:6RGB: R:200 G:16 B:46

HEX: C8102E

CORE COLORS

SECONDARYUse only in conjunction with our primary colors.These colors are also approved for copy color.

Pantone 109 CCMYK: C:0 M:12 Y:100 K:0RGB: R:255 G:209 B:0HEX: FFD100

Pantone Black 6 CCMYK: C:60 M:45 Y:45 K:100RGB: R:16 G:24 B:32HEX: 101820

PRIMARY

Brand Aesthetic Page 15

PANTONE®

109 CPANTONE®

Black 6 C

Use these colors sparingly. They are meant for small accents only such as bullet points or to highlight a few words of copy.

Backgrounds should primarily remain page white.

Black and Yellow are the primary colors, with Yellow taking precedence over Black.

The 3 secondary colors should be used only in conjunction with the primary colors but can also be used as text colors.

The 1 accent colors should be used sparingly as bullet points or to highlight text and the word Trailers under logo.

1

2

3

4

1

2

3

4

COLOR PRIORITY

CHART

ACCENT

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LOGO USAGEThe Brand Signature can be set horizontally as shown. Always adhere to the guidelines regarding sizing, positioning and placement on backgrounds.

Minimum size in print is 1 inch wide or 70 pixels wide on the web for the Big Tex logo text.

SPACING & SIZE

WHAT NOT TO DO:

Never crowd the Big Tex logo with other visual elements. Give the logo room to breathe and help it stand out. Use the height of the Big Tex “B” as a guide to establish a sufficient yellow or black space around the logo. This is a minimum requirement not restricted by height or width of yellow box.

1" / 70 pixels


TRAILERS®TRAILERS®

For one-color usage only. Use either the solid black or white logo.

Yellow is a key aspect of our logo. Yellow text on black background or Black text on yellow background are the preferred executions. Trailers should be kept in red.

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TRAILERS TRAILERS TRAILERS

Do not use the legacy, oval logo.Do not change the color of the logo.

TRAILERS®Do not set the logo as text or in

other typefaces.

BigTexTRAILERS

Do not apply effects to the logo.Do not disproportionately

scale the logo.

TRAILERS®TRAILERS®

Do not place the logo in any other shape other than a

square or rectangle

Approved Logos, Sizing and Clear Space

Yellow logo can only be used for trailer decals on black backgrounds. Big Tex logo can only appear without the word trailers in specific applications

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Big Tex logo should almost always appear inside a box which can be square or rectangle depending on final application.

The exception to this rule would be for use on Big Tex Trailers, (sample on left hand page) and unique point of purchase and apparel (see pages 33 & 34)

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LOGO USAGE ON SOLID BACKGROUNDThe logo should always print in a solid-colored background, contained within a box shape. A rectangle or square are preferred. As shown on page 17, use the Big Tex “B” as a guide for horizontal space around the logo. Expand the vertical space as needed.

A black “Big Tex” and red “Trailers®” against a Yellow background is the preferred treatment and should be used whenever possible.

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WHAT NOT TO DO:


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bigtextrailers.comHOEKSTRA7607 U.S. 127 | St Johns, MI 48879

Store Hours: M-F 8-6 | Sat - Sun -9-3hoekstraequipment.com

TRAILERS







bigtextrailers.com

TRAILERS# 1 P R O F E S S I O N A L-G R A D E T R A I L E R .TRAILERS

Matt Guilford Vice President - Marketing [email protected]: 123.456.7890c: 123.456.7890 www.ATW.com

Do not place the logo over a photo or patterned background. Keep the logo in a solid-colored box; do not isolate the logo with a transparent background.

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aACORE TYPEBig Tex is a hard-working brand and the the typography should reflect that as well. We use only strong fonts that get the job done.

Consistent usage of type helps to form continuity across all communications and to build our brand identity.

Big Tex utilizes 2 typefaces: Tungsten and Forza. Specifically, Tungsten Bold and Black for Headlines or where emphasis needs adding and Forza weights Light through Black for subheads and body copy.

Forza LightForza Light Italic

Forza BookForza Book Italic

Forza MediumForza Medium Italic

Forza BoldForza Bold Italic

Forza BlackForza Black Italic

EMAIL TYPEUse Helvetica and Helvetica Bold for email correspondence.

Tungsten BoldTungsten Black

Tungsten Medium

Helvetica

Helvetica Italic

Helvetica BoldHelvetica Bold Italic

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TYPE SPECIMEN


PHOTOGRAPHYBig Tex imagery tells a story through moment-driven photography. It captures the experience of using — and relying on — Big Tex products for big jobs. And while it shows rugged, real-world situations, the imagery is never homespun. Photos reflect high-quality production values and a smart, professional aesthetic. Defining elements are movement, capacity and lifestyle.

LIFESTYLE PHOTOGRAPHY

Lifestyle photography depicts realistic moments when Big Tex products prove their strength and

owners demonstrate confidence.


PRODUCT PHOTOGRAPHY

Product photography provides real-life context while highlighting key features and product quality. Images must demonstrate meaningful and correct use and accurate components.

STOCK PHTOGRAPHYWhen it becomes necessary to utilize lifestyle stock art: KEEP IT AUTHENTIC, KEEP IT REAL.

Choose background and environmental photos that relate to the occupations of Big Tex owners – soil, concrete, farm fields, barnwood, weathered materials that suggest a time-honored ruggedness.


Wherever possible, a trailer should be shown in motion and should demonstrate a load suitable to the trailer’s capacity, rather than using a static shot of an empty, parked trailer. Big Tex photography should reflect movement, capacity and lifestyle. These attributes demonstrate the deep respect for hard work that we share with our customers, while also distinguishing our photography (and our brand) from the rest of the industry.

HOWSHOULD MATERIALS LOOK?

Print and corporate materials broadcast the Big Tex brand Personality loud and clear, through clean layouts, straightforward and smart copy, and effective photography. Proper use of colors and logos helps erase any uncertainty about which brand is being featured.

PRINT AND CORPORATE COMMUNICATIONS

Printed Material Page 29

Clean layouts feature hard lines, distinct colors and straightforward copy. Prod-ucts are shown excelling at the task at hand.

TRAILERSbigtextrailers.com

WELCOME TOBIG TEX COUNTRY

TRAILERS







bigtextrailers.com

TRAILERS

BIG TEXDUMP TRAILERS

THE # 1 PROFESSIONAL-GRADE TRAILER

Big Tex 10SR | Big Tex 10LX | Big Tex 12LX | Big Tex 14LX | Big Tex 14GX | Big Tex 21GX | Big Tex 14OD-GN | Big Tex 14OD | Big Tex 25DU

bigtextrailers.com

PRINT: BROCHURES, ADVERTISING AND DIRECT MAILThese materials must be eye-catching and communicate the brand attributes, even at a glance. Again, the consistent use of color, font, photography and messaging paints a clear picture of Big Tex and its selling points.

Bold color and high-quality imagery support the reality that Big Tex is the #1 professional-grade trailer.


WORKING TO MAKE YOUR JOB EASIER.

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TRAILERS

HOEKSTRA7607 U.S. 127

St Johns, MI 48879

Store Hours: M-F 8-6

Sat & Sun 9-3

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www.beckstrailerstore.com

CO-BRANDED ADVERTISINGUse care when applying the Big Tex logo to co-branded advertising. Materials should not look as if they originated with Big Tex — for example, use the partner brand’s colors and fonts. However, Big Tex logo guidelines should still be followed. Consider headlines that speak to both brands, and copy that explains the benefits of their partnership to the consumer.

• Adhere to Big Tex color and logo usage guidelines

• Also follow the style guidelines of the Partner brand

• Use Big Tex photos for hero images

• The presence of each brand should strengthen the appeal of the other

• Headline should capture the essence of the partnership

TRAILERS

7607 U.S. 127

St Johns, MI 48879

Store Hours: M-F 8-6www.beckstrailerstore.com

MATT GUILFORD

VICE PRESIDENT - MARKETING

[email protected]

O: 123.456.7890

C: 123.456.7890

WWW.ATW.COM

TRAILERS

Dear Matt

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TRAILERS123 Dallas Street | Suite 300

Texas | 73301 | MM/DD/YYYY

POINT OF PURCHASE MATERIALSColor, type, logo: These elements are effective in point of purchase materials, used to call attention to brand strengths and increase brand recognition.

CORPORATEColor is downplayed in corporate materials, just enough to convey a serious tone. Email signatures should look consistent across the entire company.


MERCHANDISE & APPARELUse of Big Tex branding on merchandise and apparel must be consistent with brand standard guidelines for colors and logo usage. Keep it simple. Do not redraw, reconstruct or modify the logo in any way. Remember that merchandise is a valuable tool for increasing brand recognition and loyalty.


No surprise here: Digital communications from Big Tex mirror everything else we do. Information should be easy to find. Pages should be clean and uncluttered. Tone should be confident and no-nonsense.

EMAIL AND WEB MATERIALS

HOW DOOUR DIGITAL COMMUNICATIONS LOOK?

Digital Communication Page 39

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W E L C O M E T O B I G T E X T R A I L E R S

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B I G T E X C O N N E C TPROFILES | HOW-TOS | TRENDS | TECHNOLOGY

DIGITAL ADS, CONTENT SITES &

SOCIAL MEDIAQuality of ad creative is the most

important factor in ad effectiveness. Smart, well-done ads drive traffic,

increase brand awareness and are a valuable component of any

social media strategy.

Driving traffic to an environment that honors the brand lifestyle

— e.g. dedicated content pages or social media communities

— helps to foster brand loyalty and provides deeper understanding

of what Big Tex is all about.

Web ad: 2-panel GIF

Web ad: 2-panel GIF

Content Site

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BUILT TO WORKAS HARD AS YOU DObigtextrailers.com

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Dealer Name (123) 456-100000000 N. Drive.Town, State 00000Hours 8-5, Sat 8-3, Sun ClosedCHANGE LOCATIONS

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EMAIL CAMPAIGNSEmail marketing is an effective way to keep consumers connected with the brand. Email can be used as a delivery method for a variety of content — editorial, promotional, educational, or even just entertainment.

Big Tex Sales Campaign Email

Social Media

Digital Communications Page 39

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