CORPORATE GRAPHICS STANDARDS MANUAL

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1 CORPORATE GRAPHICS STANDARDS MANUAL BRAND GUIDELINES CHESTERTON USE ONLY

2 HOW TO USE THIS BOOK These guidelines are provided by A.W. Chesterton Company Marketing Communications Department and are intended to be used whenever referring to graphic standards in connection with the Chesterton logo. These guidelines will be updated periodically and will be available for download from the Marketing Communications intranet site. Reproductions in this book are not 100% color matches and are to be used for demonstration purposes only. These guidelines are designed to provide consistency and maintain the integrity of the Chesterton corporate identity. All uses of the logo must adhere to the guidelines outlined in each related section. If you have any questions regarding any of the guidelines presented in this manual, please contact: Marketing Communications A.W. Chesterton Company 860 Salem Street Groveland, MA of 36 A.W. CHESTERTON COMPANY

3 CONTENTS Letter from the President and CEO...5 The Chesterton Brand...7 Vision, Mission, and Core Values...8 Voice, Positioning, and Our Tagline...9 Legal Guidelines Written Communications Copyright Trademarks and Patents Chesterton in Print Chesterton Logo Guidelines Symbol (The Globe) Wordmark Tagline Proper and Improper Uses of the Logo Secondary Marks ARC ARC in Written Communication The ARC Logo Keeping the Planet Clean Icon Chesterton Color Palettes Corporate Color Palette Typography Business Stationery Letterhead Electronic Letterhead with Department Option Envelope Business Card Photography and Image Guidelines Using Artwork from the Field Requests from the Field for Photos Promotional Items Products Not Allowed of 36 A.W. CHESTERTON COMPANY

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5 LETTER FROM THE PRESIDENT AND CEO It is my pleasure to introduce the Chesterton Corporate Graphics Standards Manual. A product is something made in a factory; a brand is something that is bought by the customer... A product can be quickly outdated; a successful brand is timeless. Stephen King, Director WPP Group, London Here you will find Chesterton s official logo and graphic standard guidelines to ensure that the integrity of our corporation is reflected in all forms of communication. The Chesterton brand represents a commitment to our present and future customers. It is a valuable asset and, as such, should be held in high regard and protected. This manual illustrates the Chesterton brand guidelines and will help you to apply the brand s graphic standards to any communications materials you prepare for on behalf of Chesterton. I ask each of you to work within these guidelines to ensure the consistency and power of our corporate messaging. Brian O Donnell President and CEO A.W. Chesterton Company 5 of 36 A.W. CHESTERTON COMPANY

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7 THE CHESTERTON BRAND A brand is the culmination of the product s or organization s characteristics, its values, voice, vision, personality, and competitive position within the marketplace. THE CHESTERTON BRAND Our corporate brand represents who we are to the world, so it is crucial that we protect and build it. A brand is not just a name or a logo. It is not a product, service, or business. It is a promise, an expectation and, ultimately, an experience. The strongest brands in the world own a place in the consumer s mind and when they are mentioned almost everyone thinks of the same things. Chesterton s brand platform is intended to crystallize what our profession stands for and the positive impact we have on our customers. The Chesterton brand is defined by its voice, its vision, its values, and its promise. We must define, nurture, and promote these characteristics if we are to position ourselves as a leader in our industry. With Chesterton firmly established as a valued and respected player in our market, we must take steps forward to maintain our status amongst our competitors. Chesterton must adhere to its mission of continually providing value to industry through leadership and customer service. To do so, Chesterton must position itself as a leader in shaping the future and fostering excellence. This demands an evolved and clearly defined Chesterton brand. In the following pages we will articulate that brand positioning and define Chesterton s brand voice, values, and vision in a clear and consistent manner. 7 of 36 A.W. CHESTERTON COMPANY

8 VISION, MISSION, AND CORE VALUES VISION Chesterton s vision is to be recognized as the best partner in providing customized programs, hands-on service and support, and high performance products to help industrial process industry customers improve business performance and competitiveness, while helping them increase reliability, efficiency and compliance. MISSION Chesterton s mission is to be the hands-on expert partner to increase our customers reliability and productivity, and to enhance their business performance and competitive advantage. We will also help them become more compliant and efficient in their use of energy and resources, enabling them to improve their environmental footprint. We will accomplish this while providing our shareholders with defined long-term returns. Our value will be delivered through our customer specific industry service and support expertise, collective practical experience and high-performance product offerings, while providing strong short and long-term measurable cost savings and improved profitability. We will achieve this by applying our strong global sales and support organization in targeted industries to share and implement best practices, and provide dedicated product and service support. CORE VALUES Customer-Focused We create value for our customers by anticipating their needs and responding quickly when called upon. Respect We mutually appreciate one another s ideas and opinions, and show this consideration at all levels of our organization. Responsibility We are accountable to our customers, the company, each other, our community, and the environment always striving to do what is right. Development We encourage personal and professional growth through skills improvement to enable success in any endeavor we pursue. Innovation We foster individual creativity in a progressive work environment to turn new ideas into actions that attain proven results. Teamwork Our strength comes from our dedication to cooperate with each other in achieving our common goals. Pride and Passion We are passionate about our work and proud of our achievements individually, collectively, internally, and externally and it is this pride and enthusiasm that drives us to continually improve. Compliance and Sustainability We maintain a strong focus on environmental stewardship in our internal operations, as well as our support for customers, and work to balance social equity and well being along with economic viability in the organization. The Vision, Mission, and Core Values statements can be found and downloaded from the Chesterton website at 8 of 36 A.W. CHESTERTON COMPANY

9 VOICE, POSITIONING, AND OUR TAGLINE VOICE The Chesterton brand voice is that of a trusted advisor a Knowledge Provider. It is human, helpful, and confident. Our brand voice represents technical expertise born of a connection with our customers and a deep understanding of their industry, processes, and needs. Yes, we are experts, but we do not lecture, but rather apply our knowledge to partner with our customers to find the best solutions to their problems. POSITIONING Global, Knowledgeable, Experienced Chesterton is a leading international provider of customized programs and solutions that combine expert hands-on service and support with a comprehensive line of industrial fluid sealing systems, high performance protective coatings, and specialty industrial maintenance products. Our products and programs are specifically designed to help our customers lower their total operation cost, increase plant reliability and efficiency, and improve compliance. The above text should be used for all forms of communications when positioning Chesterton. OUR TAGLINE Global Solutions, Local Service Our tagline is a bold statement that communicates the meaning, relevance, and differentiation of the Chesterton brand. We are a global company yet are also positioned to provide local service to our customers. 9 of 36 A.W. CHESTERTON COMPANY

10 LEGAL GUIDELINES LEGAL GUIDELINES Ideally, all ads, literature, and other external marketing communications materials must be reviewed and approved by Marketing Communications before they are published. All ads, literature and other materials produced by Marketing Communications go through a legal review. Below are some guidelines to keep in mind when writing your message. Written Communications Do not use extreme or absolute claims or statements in text such as eliminates, will always result in, will not, etc., unless you are in possession of documented proof that has been reviewed and approved at corporate headquarters. Usually, words like reduces, promotes, improves, etc. are more appropriate choices. For example, if you cannot document the claim of No Residue, use an alternative and supportable claim such as Low Residue. Do not use product claims other than those provided by Chesterton. Rely on product literature and information that is already published and/or approved by the company. Do not make direct comparisons with competitive products by name without consultation with Corporate unless it is taken from other Corporate-approved product literature and, if you do, adapt such statements from other approved literature, do not vary the text used in that literature. For example, stating that a product reduces downtime better than traditional alternatives may be acceptable if the evidence supports such a claim; but saying that it reduces downtime better than Acme Seals would require prior consultation and may not be approved. Do not use language of guarantee or warranty without prior corporate approval. For example, Guaranteed not to damage... and similar phrases should only be used if such statement is already a part of a Chesterton Corporate-approved warranty policy. Do not make factual claims without corresponding factual documentation. If your text claims that use of product will reduce up to 90% of something, you should have documented support for such a claim. In addition, if you have such support, but only from a limited number of instances, you should qualify the statement by saying that it can reduce by as much as or by up to 90%. 10 of 36 A.W. CHESTERTON COMPANY

11 LEGAL GUIDELINES Copyright Copyright is a form of protection provided by the laws of the United States and many other countries to the authors of original works, both published and unpublished. These copyright laws give the authors (whether individual or corporate) exclusive rights to reproduce and distribute copies of their works and to also authorize others to do so. These works can include written materials, presentations, sound recordings and scripts, pictures, graphs, charts, and video records and stills from those recordings. Chesterton respects the intellectual property of others and we ask that users of Chesterton s property respect ours. All users acknowledge and agree that Chesterton has a legitimate right and interest to protect its original works, the identity and reputation of its brand, and those features associated with its brand including but not limited to its trademarks, logos, trade dress, slogans, copyrighted materials, web pages, screen shots, software, or other distinctive features. Chesterton receives requests daily from its business affiliates to use information from the website, brochures, guides, catalogs, and additional marketing collateral. We encourage the legitimate use of the information we provide for appropriate sales and promotional activities by our distributors. However, at the same time, we must also ensure that we protect Chesterton s name, identity, reputation, and intellectual property rights. Printed Materials All of Chesterton s materials are copyright protected. Permission is granted to Chesterton s business affiliates to reproduce and distribute printed materials, provided that copies are distributed with all files unaltered, that the source is credited, and that the following copyright statement is included on each copy: 2015 A.W. Chesterton Company Website Chesterton business affiliates may link to pages on any of the Chesterton websites and/or use product-related material from any of the Chesterton websites as long as the link is clearly identified as being a link to the Chesterton site. Chesterton s business affiliates must also respect Chesterton s intellectual property rights by making no use of the material beyond their company s website or as specifically approved in writing by Chesterton. Above all, Chesterton s business affiliates must always promote Chesterton and Chesterton s brand in a positive light. Chesterton Global/Corporate website is at Business segment websites ARC Effiency and Protective Coatings is at Fluid Power Equipment Solutions is at Industrial Lubricants/MRO Chemicals is at Stationary Equipment Solutions is at Rotating Equipment Solutions is at 11 of 36 A.W. CHESTERTON COMPANY

12 LEGAL GUIDELINES Trademarks and Patents The correct use of trademarks is important. Proper use of Chesterton marks is necessary to ensure the continued protection of the marks. Proper use of another company s trademarks is likewise important to avoid a claim of infringement or misuse. The first use on a fact sheet of a company trademark that is registered should be followed immediately by the registration symbol, such as Chesterton. The first use on a fact sheet of a Company trademark that is claimed but is not registered should be followed immediately by the trademark superscript, such as QBT. If the only registered trademark in the fact sheet is a company registered trademark, you need not add any other text because the template carries a reference to the fact that the mark is registered to Chesterton at the very end. But if you use an unregistered company mark or another company s trademark of any kind, you must add a line of text that attributes that trademark to its owner. Thus, you should note somewhere convenient, on the same page as the trademark, a phrase such as QBT is a trademark of the A.W. Chesterton Company or Inconel is a registered trademark of Special Metals Corporation. Whenever you are in doubt as to the owner of a trademark, its status (registered or unregistered) or the proper way to reference a trademark, you should consult with Marketing Communications in Groveland. If you refer to a trademark in your text, remember that omitting or failing to properly reference that trademark registration and its owner is not an option. Do not use another company s trademark or trade name as part of a description of a Chesterton product without careful prior consultation with Marketing Communications. For example, The Chesterton Acme Pump Seal to describe a Chesterton seal that has been specially designed by Chesterton (by itself) to fit an Acme Pump is an example of this type of prohibited reference. Marketing Communications can help you with this type of communication. If you wish to refer to a product for which Chesterton has been awarded a currently effective patent, you can do so without referencing the actual registration (for example, by referring to Chesterton s patented xxxxxx ), but you must make certain that the patent is still currently effective. When a patent expires, you are not permitted to continue to refer to the device as patented, even though it once was patented. When in doubt, check with the Legal Department. If a patent for a device has been applied for, you may reference the fact with the phrase Patent pending. Just as with a patent, however, you can only use this reference while a patent application is pending. If the patent application is rejected, you must remove this reference. Of course, if the patent is granted, you must change the reference to patented. 12 of 36 A.W. CHESTERTON COMPANY

13 CHESTERTON IN PRINT CHESTERTON IN PRINT The first time that Chesterton is mentioned in a document it should have a registered trademark symbol following it. The company should be referred to as Chesterton or A.W. Chesterton Company. The company should never be referred to as A.W. Chesterton, AW Chesterton, AWC, or any other combination of these elements. Examples of correct use A.W. Chesterton Company was founded in Chesterton was founded in CHESTERTON was founded in Some examples of incorrect use A.W. Chesterton Company was founded in A.W. Chesterton was founded in AW Chesterton was founded in A.W. Chesterton Co. was founded in AWC was founded in Exception It is ok to refer to the company as AWC in internal, non-public documents, such as s and memos or in informal conversation. The logo should NEVER be incorporated into a written paragraph. Incorrect was founded in of 36 A.W. CHESTERTON COMPANY

14 CHESTERTON IN PRINT You can repair large pumps easily with the Chesterton 442 Split Seal. Incorrect You can repair large pumps easily with Chesterton s 442 Split Seal. It is ok to use Chesterton in the possessive when referring to non-specific product. Correct You can repair large and small pumps with Chesterton s line of split mechanical seals. Chesterton s cartridge seals are reliable in difficult environments. 14 of 36 A.W. CHESTERTON COMPANY

15 CHESTERTON LOGO GUIDELINES CHESTERTON LOGO GUIDELINES Proper use of the Chesterton logo is essential to build the equity of the Chesterton name in all regions and industries we serve. To enhance the immediate recognition of the Chesterton logo, it must be used in a consistent manner across all applications, regardless of geography. The Chesterton logo represents our entire company and is used on product packaging, ads, brochures, presentations, trade show graphics, signage, and more. The logo consists of three elements that work together as a whole. Various forms of the Chesterton logo are available on Marketing Communication s intranet site. Symbol (The Globe) The globe symbol represents Chesterton s global reach. Wordmark Our wordmark is in an uppercase, bold, slightly italicized typeface called Frutiger. The rich, strong red (PMS 186) is easily reproduced and provides bold, classic color for the logo. You should at all times use our electronic version of the logo and never type in the wordmark. Tagline Our tagline is a bold statement that communicates the meaning, relevance, and differentiation of the Chesterton brand. It is part of the logo and should always be displayed, unless it is impossible to publish due to size issues. The tagline should never be changed or altered in any way. Wordmark Symbol Tagline 15 of 36 A.W. CHESTERTON COMPANY

16 CHESTERTON LOGO GUIDELINES Use the height of the letter N as a guide for white space around the logo. Always make sure this x white space is included when placing the logo near other items. x x x x x The Chesterton full-color logo is a two-color logo, black and red (Pantone Matching System 186). When printed in four-color process the red should match the PMS 186 color as closely as possible. Below are the swatches and color breakdowns for four-color process, screen rgb, and web. Cyan - 0% Magenta - 100% Yellow - 81% Black - 4% Red Green - 12 Blue - 48 HTML - C60C30 PMS 186 Cyan - 0% Magenta - 0% Yellow - 0% Black - 100% Red - 30 Green - 30 Blue - 30 HTML - 1E1E1E Process Black 16 of 36 A.W. CHESTERTON COMPANY

17 CHESTERTON LOGO GUIDELINES Proper and Improper Uses of the Logo Consistent and correct use of the Chesterton logo is essential. Inconsistent application of the Chesterton logo dilutes perceived brand quality, degrades brand awareness, and is therefore unacceptable. Examples of proper and improper usage are shown below. Acceptable Usage* Whenever possible and appropriate, the full-color version of the logo should be used. For communications where the budget doesn t allow color printing, use the all-black Chesterton logo. Black For white and reversed logos on dark backgrounds, the logo should appear clearly against a simple dark background. Logos on dark background Logos without tagline are allowed only if the tagline is not legible. * In some instances the logo must be altered to fit a unique circumstance. One example of this situation is Chesterton promotional items. Any necessary deviation from the above allowable depictions of the Chesterton logo must be approved by Chesterton Marketing Communications. 17 of 36 A.W. CHESTERTON COMPANY

18 CHESTERTON LOGO GUIDELINES Unacceptable Usage* Do not outline the logo. Do not show the logo in colors other than those specified in the Chesterton color scheme. Do not rearrange the layout of the logo. Do not use the logo without the symbol. Do not change the proportions of the logo. Do not change or alter the tagline. Partner of A.W. Chesterton Company * Please note that these are only some examples of unacceptable logo use. If you are unsure of the way you are using the logo, contact Chesterton Marketing Communications. 18 of 36 A. W. CHESTERTON COMPANY

19 CHESTERTON LOGO GUIDELINES Do not put the logo on a complicated or low contrast background. The logo should always be easy to read. Do not use out-of-date logos. Do not box in the logo. Do not build the logo from type. CHESTERTON 19 of 36 A.W. CHESTERTON COMPANY

20 SECONDARY MARKS CHESTERTON SECONDARY MARKS ARC Beneath the overall umbrella of the Chesterton brand there is one sub-brand, the ARC brand. ARC refers to Chesterton s product line of versatile, hard-wearing, industrial coatings. ARC in Written Communication It is important to associate ARC with Chesterton. It is not a brand that should stand on its own. When mentioned in a document, publication, or any media not associated directly with Chesterton it should be referred to the first time in print as Chesterton ARC. After that it can simply be shortened to ARC. ARC should always be capitalized. Never refer to the brand as Arc. The word name ARC is neither registered or trademarked and should not have a or after it. Correct: Chesterton ARC coatings can upgrade worn components damaged by erosion, corrosion, and abrasion. Incorrect: Arc coatings can upgrade worn components damaged by erosion, corrosion, and abrasion. The ARC Logo The ARC logo is made up of a blue swash through the letters ARC with the tagline Effiency & Protective Coatings below it. The ARC logo itself is a registered trademark, so the registration symbol should appear in the lower left of the logo near the blue swash. The ARC logo cannot stand alone. As a sub-brand of the A.W. Chesterton Company it should never appear anywhere without the Chesterton logo present. That said, the logo should not be linked visually with the Chesterton logo. Both logos should appear on the same page, but not together. The ARC logo can never appear on its own. The Chesterton logo must always be present on the same page as the ARC logo, but not linked together visually. In this advertisement ARC is referred to as Chesterton ARC the first time it appears in print. 20 of 36 A.W. CHESTERTON COMPANY

21 SECONDARY MARKS The ARC logo can appear very close to ARC product and can indeed be associated with that product. An example of this is in the advertisement on page 20. But when the logo stands on its own, as on the brochure cover to the right of the ad, it should have an area of clear space around it. Use the distance from the bottom of the swash to the bottom of the C as a guide for white space around the logo. Always make sure this x white space is included when placing the logo near other items. x x x x x When sizing down the logo, it is important that the registration mark is sized up and clearly visible. The ARC full-color logo is a two-color logo, black and blue (Pantone Matching System 285). When printed in four-color process the blue should match the PMS 285 color as closely as possible. Below are the swatches and color breakdowns for four-color process, screen rgb, and web. Cyan - 0% Magenta - 0% Yellow - 0% Black - 100% Red - 30 Green - 30 Blue - 30 HTML - 1E1E1E Process Black Cyan - 90% Magenta - 48% Yellow - 0% Black - 0% Red - 0 Green Blue HTML CF PMS 285 Acceptable Usage The ARC logo should never be placed near or linked visually with any other company s logo or mark. The rules around the acceptable use of the Chesterton logo also pertain to the ARC logo. Whenever possible, use the ARC logo in full color on a white background. Full color Gray scale Reversed on dark background 21 of 36 A.W. CHESTERTON COMPANY

22 SECONDARY MARKS Unacceptable Usage* Do not use the logo in a text sentence. The A.W. Chesterton Company has an extensive line of coatings. Do not outline the logo. Do not show the logo in colors other than those specified in the Chesterton color scheme. Do not change the proportions of the logo. Do not change or alter the tagline. Global Solutions Do not put the logo on a complicated or low contrast background. The logo should always be easy to read. * Please note that these are only some examples of unacceptable logo use. If you are unsure of the way you are using the logo, contact Chesterton Marketing Communications. 22 of 36 A.W. CHESTERTON COMPANY

23 SECONDARY MARKS Keeping the Planet Clean Icon A.W. Chesterton Company employs state-of-the-art technologies and strict quality processes to develop environmentally-friendly products. Chesterton has developed the Keeping the Planet Clean icon to show this dedication to protecting the environment. The Keeping the Planet Clean icon is a mark that is to be solely used by Chesterton and is not to be altered in any way for any reason. This icon cannot be used without the Chesterton logo present on the document or web page. It appears on marketing collateral as follows. On a white background it is shown in PMS 346. Cyan - 56% Magenta - 0% Yellow - 42% Black - 0% Red Green Blue HTML - 72CE9B PMS 346 On the cream background of Chesterton literature the icon is the following cmyk mix. Cyan - 0% Magenta - 0% Yellow - 45% Black - 40% Cream background Cyan - 0% Magenta - 0% Yellow - 12% Black - 1% Custom Cream Black and white Reversed on a dark background 23 of 36 A.W. CHESTERTON COMPANY

24 CHESTERTON COLOR PALETTES CHESTERTON COLOR PALETTE Corporate Color Palette Color is very important to the Chesterton brand. Consistent use of the color palette helps build and reinforce brand recognition by creating a strong, recognizable look. The color palette has been carefully selected with a modern interpretation of historical Chesterton colors. This palette is carried through our packaging, stationery, website, trade shows, promotional items, and marketing collateral providing swift recognition through color. In addition to the red (PMS 186) and black colors of the logo, yellow (PMS 108) is very important. It is the color of our packaging. Yellow boxes are highly identified with Chesterton around the world. We use the Chesterton yellow whenever we can as an accent color. Logo Colors Cyan - 2% Magenta - 100% Yellow - 85% Black - 6% Red Green - 16 Blue - 46 HTML - C8102E PMS 186 Cyan - 0% Magenta - 0% Yellow - 0% Black - 100% Red - 30 Green - 30 Blue - 30 HTML - 2C2A29 Process Black Chesterton Yellow Cyan - 0% Magenta - 5% Yellow - 98% Black - 0% Red Green Blue - 0 HTML - FEDB00 PMS 108 Corporate Collateral Accent Color Cyan - 100% Magenta - 71% Yellow - 9% Black - 56% Red - 0 Green - 46 Blue - 93 HTML - 002E5D PMS of 36 A.W. CHESTERTON COMPANY

25 TYPOGRAPHY TYPOGRAPHY Chesterton s primary typeface is the Myriad Pro family for marketing and sales materials. MYRIAD PRO MYRIAD PRO ITALIC MYRIAD PRO BOLD MYRIAD PRO BOLD ITALIC MYRIAD PRO BLACK MYRIAD PRO SEMIBOLD MYRIAD PRO SEMIBOLD ITALIC MYRIAD PRO CONDENSED MYRIAD PRO CONDENSED ITALIC 25 of 36 A.W. CHESTERTON COMPANY

26 TYPOGRAPHY Chesterton uses these typefaces for web and PowerPoint presentations. HELVETICA HELVETICA ITALIC HELVETICA BOLD HELVETICA BOLD ITALIC ARIAL ARIAL ITALIC ARIAL BOLD ARIAL BOLD ITALIC 26 of 36 A.W. CHESTERTON COMPANY

27 TYPOGRAPHY Chesterton uses these typefaces for stationery. FRUTIGER CONDENSED FRUTIGER BOLD CONDENSED FRUTIGER LIGHT CONDENSED UNIVERS CONDENSED UNIVERS CONDENSED OBLIQUE UNIVERS BOLD CONDENSED UNIVERS BOLD CONDENSED OBLIQUE 27 of 36 A.W. CHESTERTON COMPANY

28 BUSINESS STATIONERY BUSINESS STATIONERY 500 Unicorn Park Drive Woburn, MA USA Chesterton International, Inc. 500 Unicorn Park Drive Woburn, MA USA Name Title Line 1 Title Line 2 Phone Number 1 Phone Office: Number Phone Fax: Number 3 Phone hoyler@chesterton.com Number 4 Address 28 of 36 A.W. CHESTERTON COMPANY

29 BUSINESS STATIONERY Letterhead Chesterton letterhead is designed in three colors: yellow (PMS 108), red (PMS 186), and black. The font family is Frutiger Condensed. If you have a need for Chesterton stationery, please contact your manager to order. Full-color logo in red (PMS 186) and black Yellow (PMS 108) The symbol - faded back to 10% black as a graphic element Frutiger Light Condensed, 8 pt, black 500 Unicorn Park Drive Woburn, MA USA Tel: Frutiger Bold Condensed, 8 pt, red (PMS 186) 29 of 36 A.W. CHESTERTON COMPANY

30 BUSINESS STATIONERY Electronic Letterhead with Department Option The electronic letterhead follows the same format as the physical letterhead. The electronic letterhead file can be downloaded from DataWeb/Company Information/Corporate Logo & Letterhead. Department Goes Here Recommended letter body copy is Times New Roman, 11 pt, black Full-color logo in red (PMS 186) and black Date Yellow (PMS 108) Univers Bold Condensed Oblique, 10 pt, 50% Black Dear: [Type letter here.] Sincerely, Name Title The symbol - faded back to 10% black as a graphic element Frutiger Light Condensed, 8 pt, black 500 Unicorn Park Drive Woburn, MA USA Tel: Frutiger Bold Condensed, 8 pt, red (PMS 186) 30 of 36 A.W. CHESTERTON COMPANY

31 BUSINESS STATIONERY Envelope The return address is designed in two colors, red (PMS 186) and black. Full-color logo in red (PMS 186) and black 500 Unicorn Park Drive Woburn, MA USA Frutiger Light Condensed, 7.5 pt, black Frutiger Bold Condensed, 7.5 pt, red (PMS 186) 31 of 36 A.W. CHESTERTON COMPANY

32 BUSINESS STATIONERY Business Card Only employees of the A.W. Chesterton Company, Chesterton International, Inc., Chesterton International B.V., and any of their corporate subsidiaries may carry a Chesterton business card. The Chesterton business cards can be ordered by Chesterton employees through the Business Cards link on the Chesterton website through Partner Login ( The site is set up to preload the address of the office that the employee is associated with. That information is arranged on the yellow side of the card. The information on the white side of the card should be filled out by the employee and carefully checked and proofed before submitting for print. The business card is designed in three colors: yellow (PMS 108), red (PMS 186), and black. The font family is Frutiger Condensed. Full-color logo in PMS 186 red and black Yellow, PMS 108 Chesterton International, Inc. 500 Unicorn Park Drive Woburn, MA USA Name Title Line 1 Title Line 2 Phone Number 1 Phone Number 2 Phone Number 3 Phone Number 4 Address Frutiger Bold Condensed, 9 pt, black Frutiger Condensed, 9 pt, black Frutiger Light Condensed, 7.5 pt, black Frutiger Light Condensed, 7.5 pt, black Frutiger Bold Condensed, 7.5 pt, black 32 of 36 A.W. CHESTERTON COMPANY

33 PHOTOGRAPHY AND IMAGE GUIDELINES PHOTOGRAPHY AND IMAGE GUIDELINES The style of Chesterton photography should be appropriate to the communication. Every photograph, like our brand voice, sends a message that Chesterton is professional and trustworthy. In addition, wherever appropriate, the photographic style should demonstrate not just our technical knowledge and expertise, but also our understanding of our customers concerns. Images should be informative and impactful. They should capture the viewer s attention immediately. Product images should display Chesterton s products to their best advantage. Backgrounds should be simple and labels should be clearly visible. Industry and non-product shots should try to show benefits and, therefore, be human- rather than product-oriented. Images should be the appropriate resolution depending on medium. An image for print should be dpi at the size it will appear. An image for web or presentations should be dpi at the size that it will be used. A great image at an extremely low resolution for print is NOT a great image. Yellow is strongly identified with the Chesterton brand. When possible, associate the color with a Chesterton specialist. Specifically, the yellow hard hat is identified with Chesterton. Third party logos and icons on machinery and signs must be disguised or removed so as not to imply a relationship with Chesterton that might not actually exist. Using Artwork and Photos from the Field Photos from the field must follow the same guidelines listed above. Chesterton should have clear and unambiguous written permission from the owner of the photo or the photo should not be used. Please note that sometimes the owner of the photo is not the one who took the picture, but the one that owns the subject matter. For instance you might have taken a picture of the plant, but the plant manager must give you written permission to use pictures of the plant. When a photo contains clearly recognizable people, a Release Form must be signed by each person in the photo. The Release Forms (WIN GTDF MM12) can be found on the Chesterton Document Library. If you take a picture or create a drawing at another company s facility or of another company s equipment, be sure to get the same type of written permission to use the picture. Photos, drawings, and images must be generic. Pictures should be taken in a way so that no equipment brand names or customer names appear in the photo. If this is not possible, logos and icons on machinery and signs must be disguised or blocked out as to not imply a relationship with Chesterton that might not exist. 33 of 36 A.W. CHESTERTON COMPANY

34 PHOTOGRAPHY AND IMAGE GUIDELINES Requests from the Field for Photos Product images Chesterton receives daily requests for Chesterton photos from the field, distributors, and business affiliates. We allow authorized business affiliates to freely use images of our products to promote Chesterton. Product imagery is available for download from the Marketing Communications intranet site. Non-product, application, and industry images and illustrations Non-product imagery and illustrations are owned and copyrighted by Chesterton. They should only be used by Chesterton and not released to any third party affiliates. Chesterton owns a library of proprietary artwork and cannot transfer ownership of these images to a second party. 34 of 36 A.W. CHESTERTON COMPANY

35 PROMOTIONAL ITEMS PROMOTIONAL ITEMS The Chesterton logo is well suited for use on various promotional items such as shirts, hats, pens, and jackets that are frequently used as giveaways to customers. Since the Chesterton logo can easily be reduced and enlarged while retaining its legibility, it is important to follow the rules outlined on pages It is important that the logo not be altered to move, remove, or change the tagline. The tagline can only be removed when the size of the logo renders the tagline illegible. The most common request for promotional items are wearables such as shirts, jackets, and hats. In such cases the full-color logo might clash with the materials. We would then recommend a tone-on-tone logo where the full-color logo would not be suitable. Our promotional vendor, T.R. Miller Company, Inc., has Chesterton logos and also a special stitch pattern logo that have been approved by Chesterton s Marketing Communications Department. We advise you to work with T.R. Miller or a professional promotional items company so that they may guide you on the best choice of products as well as the best way to display the Chesterton brand. Their website is and their phone number is Products Not Allowed Chesterton does not allow the Chesterton logo to be displayed on knives, firearms, and other weapons. The Chesterton brand should not be displayed on any military-style camouflage. In addition, Chesterton does not permit its brand to be associated with alcohol or drugs. 35 of 36 A.W. CHESTERTON COMPANY

36 500 Unicorn Park Drive Woburn, MA USA Telephone: Fax: A.W. Chesterton Company, All rights reserved. Registered trademark owned and licensed by A.W. Chesterton Company in USA and other countries unless otherwise noted. 36 of 36 EN /15

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