Chicago Pneumatic Brand Identity Manual for Distributors www.cp.com This manual is aimed at distributors with a valid Chicago Pneumatic agreement.
Working with Chicago Pneumatic Chicago Pneumatic has worldwide operations, including product research and development facilities in Europe and Asia and customer centers in every region of the world. We believe in being as close as possible to our customers, not only to learn about their current requirements on the job, but to anticipate their future needs as well. As our distributors are an important link to our customers, we choose our distributors carefully and strive to maintain a relationship of mutual respect and interaction. We strive to be your preferred supplier for delivering customers the durable and reliable tools and compressors that you have come to expect from Chicago Pneumatic. We aim to deliver consistently high-quality products that contribute to our customers productivity and prosperity. Our products are developed with the aim of meeting the quality, functionality, safety, and environmental needs of our customers. We believe our customers have the right to expect professional service and aftersales support, including quick access to deliveries of high-quality Chicago Pneumatic products, accessories and spare parts. Distributor relations A customer should be able to expect the same or better service and support from a distributor of Chicago Pneumatic products as from Chicago Pneumatic directly. As such, distributors are selected and evaluated impartially on the basis of objective factors including quality, delivery, price, and reliability. For our part, at Chicago Pneumatic we strive to be the best associate for our distributors. Atlas Copco AB June 2009, First edition
Contents The Chicago Pneumatic brand 4 Promoting Chicago Pneumatic 5 Distributors references to CP 6 Basic rules for the logotype 7 Logotype colors and backgrounds 8 Chicago Pneumatic colors Correct use of the logotype 8 Letterheads and envelopes 9 Business cards 10 Internet 11 Advertisements, mailings, and listings 12 Signage 13 Events and exhibitions 14 Vehicles Where to find marketing material 15 Printed matter 16 Photos 17 Promotional material Questions and answers 18 Questions and answers
Promoting Chicago Pneumatic Distributors have a world of opportunities for promoting Chicago Pneumatic products. Advertisements and listings Broadcast media Buildings Business cards Include the Chicago Pneumatic logotype in all advertisements as well as in listings such as yellow pages. Always mention Chicago Pneumatic products. Make sure there is signage informing visitors that you are an authorized distributor of Chicago Pneumatic products. Include the Chicago Pneumatic logotype on your business cards. Customer events E-mail footers Exhibitions Use Chicago Pneumatic material such as roll-ups, leaflets and giveaways. In the footer of your e-mails, state that you are an authorized distributor. Include a link to the Chicago Pneumatic website. Use Chicago Pneumatic display material, products, machinery and leaflets. Giveaways Letterheads Mailings, including e-mail Media Photos Posters Chicago Pneumatic supplies a range of promotional material. You can put the Chicago Pneumatic logotype on letterheads and envelopes as long as it is clear that you are the sender. Always include the Chicago Pneumatic logotype. On e-mail, add information and links to the Chicago Pneumatic website. Always coordinate media activities with Chicago Pneumatic. Ask your Chicago Pneumatic Customer Center to support you with editorials and press releases. Use photos from the Chicago Pneumatic photo archive when you are promoting Chicago Pneumatic products. Chicago Pneumatic can provide posters where there is space for your logotype. Recruitment When you recruit, always mention that you represent Chicago Pneumatic products. Signage Switchboard Training seminars A Chicago Pneumatic sign or sticker should be clearly visible on the front of the building. If you have a call-waiting system, include Chicago Pneumatic products in your recorded message. Use Chicago Pneumatic presentations in your training sessions. Vehicles Website With compliments slip Workwear Use a Chicago Pneumatic sticker on your service cars and vans. Put the Chicago Pneumatic logotype on your website. Make a link from your website to the local Chicago Pneumatic country or global website and to relevant product pages. Put the Chicago Pneumatic logotype on your compliments slip together with the other main brands that you carry. Put the Chicago Pneumatic logotype beside your own on clothes used in the stores and by service engineers. 4 The Chicago Pneumatic Brand
Distributors references to Chicago Pneumatic Chicago Pneumatic authorized distributor is the preferred distributors reference to Chicago Pneumatic. It must be used in every communication channel, such as advertising, facade signs, labels on vehicles, and so on. The Authorized distributor reference can be placed either centered and aligned below the logo type free space, or to the right of the logotype free space. (The free space is defined on page 6.) Authorized distributor is to be written in black Arial Bold, in upper- and lowercase letters. The text should not compete with the Chicago Pneumatic logotype, so it should be approximately half the size of the logo text. Authorized distributor Authorized distributor The Chicago Pneumatic Brand 5
Basic rules for the logotype The Chicago Pneumatic logotype The visual representation of a brand is composed of very simple elements like a name, colors and a logotype. The full representation of the Chicago Pneumatic brand is the CP ring followed by Chicago Pneumatic. The full logotype should be used in all instances, unless there is an extremely compelling reason to use only the ring (due to space limitations on some giveaways, for example). Chicago Pneumatic appears after the CP ring as its helps customers identify with the brand s American roots, which are a key part of the CP identity: durable, reliable, high performance and great value. The Chicago Pneumatic logotype must never be changed or tampered with. Never attempt to recreate the logotype. Electronic versions of approved master artwork are available. Always use the original artwork and the correct logotype proportions. Logotype s restricted area/free space It is crucial that the Chicago Pneumatic logotype is clearly visible. With the addition of a restricted area, also called free space, around it, the eye will more easily recognize the logotype. The larger the free space around the logotype, the greater the visual impact. Any headings placed next to the logotype should not compete with the logotype for the viewer s attention. The logotype should always be dominant. Free space around the logotype X X Restricted area/free space definition: The size of the restricted area is defined as half the size of the CP ring. If the ring measures 10 mm, the free space must be 5 mm. Note: The logotype can never be put in a box. X X Authorized distributor X The words Authorized distributor should always be placed outside the logotype s free space, either below or to the right. Half the free space around the logotype for signs, sales promotional items, and web applications X/2 X X/2 X/2 X/2 6 The Chicago Pneumatic Brand
Logotype colors and backgrounds Visual integrity and consistency are the basis of a successful brand identity. Rules for proper usage are important to ensure the brand is presented in a consistent, professional manner. Logotype colors Three colors of logo are acceptable: the CP red (Pantone 485), black and white. No other color is permitted. Logotype backgrounds Ensure there is sufficient contrast between the background and the logotype. NEVER place the logo over a busy background. The logotype is transparent. Never depict a color logo within a white box on a dark background. Likewise do not add a black box behind a red logo to achieve the red on black look. The background of the page must be black in this case. Wherever possible on flyers, catalogues, posters and advertisements, the logotype should be shown as CP red on a black background. 30% black 30% black Chicago Pneumatic should not be removed from the logotype. Never stretch or compress the logotype. Never place the logotype in a box just to avoid an unsuitable background color. Never place the logotype on a busy background. The Chicago Pneumatic Brand 7
Distributor X Address Chicago Pneumatic colors Print colors The Chicago Pneumatic red color-code is PMS 485. When printing in four colors (as in magazine adver tisements) the color mix should be: CMYK 0 / 100 / 91 / 0. For the web, use: RGB 196 / 39 / 23. Chicago Pneumatics red Pantone Coated 485 C CMYK 0 / 100 / 91 / 0 RGB (for web) 196 / 39 / 23 Letterheads and envelopes You can put the Chicago Pneumatic logotype on letterheads and envelopes as long as it is clear that you are the sender. Always write Authorized distributor together with the Chicago Pneumatic logotype. The text should not compete with the Chicago Pneumatic logotype, so it should be approximately half the size of the logo text. Distributor Logo Telephone +46 (0)8 xxx xxxx Fax +46 (0)8 xxx xxxx www.xxxxxxx.com Authorized distributor 8 The Chicago Pneumatic Brand/Correct use of the logotype
Business cards The distributor should always promote its own brand identity. The business card should clearly show the distributor s name and logotype so that the legal entity is not mistaken. The distributor has the option to use the Chicago Pneumatic logotype to complement the distributor s name and logo. Distributor Logo Good example: Chicago Pneumatic logotype is used as a complement to the distributor s name and logotype, and as such should be smaller. Distributor X Construction Sales Telephone: +46 (0)8 XXX XXXX Phone dir: +46 (0)8 XXX XXXX Mobile: +46 (0)7X XXX XXX Fax: +46 (0)8 XXX XXXX E-mail: xx@xxxx.com The maximum logotype size (width) is 18 mm. Authorized distributor Bad example: The distributor s business card is too similar to the Chicago Pneumatic business card. The legal entity could be mistaken. Distributor X Construction Sales Construction Equipment Sales The Construction Division 00 Complete street address 00000 City Country Direct 0000000000 Mobile 0000000000 Fax 0000000000 E-mail xx@xxxx.com Correct use of the logotype 9
Internet Home page A distributor is allowed to use the Chicago Pneumatic logotype on its website after approval by the local Chicago Pneumatic Customer Center. The Chicago Pneumatic logotype should be surrounded by the minimum required half free space, as defined on page 6. We always encourage distributors to make links to our website. The logotype should always be placed on a black, white or light grey (30%) background. Good example: Logotype free space is correct. Domain names Distributors cannot register any domain names including any part of the Chicago Pneumatic name. 10 Correct use of the logotype
Advertisements, mailings and listings Use of the logotype in advertisements When a distributor creates advertisements, mailings, and listings, its own brand identity should be used. When showing the Chicago Pneumatic brand, the Chicago Pneumatic logotype should be clearly visible and surrounded by the required free space: half the width of the CP ring. When possible, use the logotype on a black, white or grey (30%) background in advertisements. Avoid busy backgrounds that make the logo illegible and compromise the brand s identity. Good example: Logotype free space is correct. Bad example: Logotype free space violation. Correct use of the logotype 11
Signage Use of the Chicago Pneumatic logotype on facade signs and labels (both indoors and outdoors) is an important way to guide the customer to the distributor. Facilities should be recognized by high-quality exterior signage. On signs, the minimum free space around the logotype is half the free space, as defined on page 6. Signage is provided by your Chicago Pneumatic Customer Center. Never produce your own signage. Authorized distributor Good example: Always allow enough free space around the logotype. The logo should always have a black or white background. 12 Correct use of the logotype
Events and exhibitions The logotype at exhibitions An exhibition is an important event to display and strengthen the brand. The red CP ring with black-letter logotype on a white background or the red ring and white-type logotype on black background must be used. The logo type must always be surrounded by the free space, as defined on page 6. The local Chicago Pneumatic Customer Center can supply appropriate signage, flags and banners. Good example: The Chicago Pneumatic logotype is clearly visible. Correct use of the logotype 13
Authorized Vehicles Labels on vehicles Chicago Pneumatic distributors may add appropriate adhesive labels to sales, delivery and service vehicles. The red CP ring should always appear with the Chicago Pneumatic text in black or white. The logotype on vehicles The transparent logotype should be positioned on both sides and the back of company vehicles. Distributor A service vehicle from a Chicago Pneumatic distributor. 14 Correct use of the logotype
Printed matter Printed matter such as sales brochures, catalogues, and technical documentation may be ordered through your nearest Chicago Pneumatic Customer Center. Low-resolution PDF files of sales brochures and technical documentation can be downloaded from the Chicago Pneumatic website. Only Chicago Pneumatic companies are allowed to produce Chicago Pneumatic-branded leaflets. C PA 3 to 15 HP High-performance products. D e s i g n e d f o r yo u! www.cp.com High-performance products. D e s i g n e d f o r yo u! Where to find marketing information 15
Photos Chicago Pneumatic photo archive Chicago Pneumatic has a web-based public photo archive where a large selection of photos can be found. The photos are free for use by authorized distributors. All photos used must have a reference to the source: Photo: Chicago Pneumatic. Using the photo archive The archive is located at http://photo.cp.com/standard/. Search for photos can be done by product group, via free-text search or by a unique identification number. They can be downloaded as JPEG files in different resolutions: For the web: 72 dpi For PowerPoint: 150 dpi For printing: 300 dpi 16 Where to find marketing information
Promotional material Chicago Pneumatic offers a selection of high-quality promotional items. Please contact your nearest Chicago Pneumatic Customer Center for more information. Where to find marketing information 17
Questions and answers 10 questions regarding Chicago Pneumatic s brand identity manual for distributors: 1. Why do we need this manual? As a Chicago Pneumatic distributor you play an important role in the positioning of the Chicago Pneumatic brand. This manual has been developed to support the brand positioning activities of all Chicago Pneumatic authorized distributors. 2. Being a distributor, we would like to promote our own brand and identity; do you want us to use the Chicago Pneumatic logotype? You should of course use your own logotype. However, as a representative for Chicago Pneumatic, we want you to promote our brand in a professional way. This manual describes how and where you can do this. 3. How should I describe Chicago Pneumatic? Chicago Pneumatic represents high-performance tools and equipment designed for an extensive range of applications, especially in the construction and demolition, industrial maintenance and repair, and vehicle service industries. We represent their (industrial tools, vehicle service tools, construction tools, compressors, generators, workshop equipment, paving equipment and attachments). 4. When should I use the Chicago Pneumatic logotype? You should use the logotype during the validity of your distributor agreement. Note that the rules for your use of the Chicago Pneumatic brand may be amended by the applicable distributor agreement from time to time. Any licensed right to use the registered trademark Chicago Pneumatic will cease when you are no longer an authorized distributor of Chicago Pneumatic. As such time you must discontinue the use of the Chicago Pneumatic brand and the license will terminate automatically. 5. Where should I use the Chicago Pneumatic logotype? In this manual we have given examples of typical applications and activities where the logotype may be used on distributor communications material. These include advertisements, mailings, posters, service vehicles, buildings/signage, workwear, customer events, website, e-mail footers, and compliments slips. 18 Questions and Answers
6. Are there cases or applications when I cannot use the logotype? You may use the Chicago Pneumatic logotype on stationery only when your own logotype is clearly dominant in size and position. The CP logotype would be appropriate in the letterhead footer, for example. It must always followed by the words Authorized distributor, as shown on pages 6, 8 and 9 of this manual. You can never use the logotype in applications which may be perceived as offensive, such as girly calendars, on pictures representing war/violent situations, or religion. If you are uncertain about an application, either ask for advice or don t use it. 7. Where can I find the Chicago Pneumatic logotype in the correct sizes and formats? The Chicago Pneumatic logotype is the red CP ring with black or white text; it has well-defined proportions and is published with a clean area free space around it. This manual sets the rules for the usage, which must be followed. Please contact your nearest Chicago Pneumatic Customer Center for more information. 8. Can I order materials such as leaflets, signage and sales promotion material from Chicago Pneumatic? How? Chicago Pneumatic offers an extensive range of catalogs, signs and promotional materials to promote both the brand and all of its products. This material can be ordered from Chicago Pneumatic. See page 15 for more information. 9. Based on the guidelines in this manual, can I print a leaflet or mailing with the Chicago Pneumatic logotype on it, or do I need prior approval from a Chicago Pneumatic Customer Center? When it comes to stationery you can simply follow the rules in this manual. For all other applications we request that you ask the Chicago Pneumatic Customer Center in your country for a quality check and approval before proceeding. 10. Where can I order a brand identity manual? The manuals are available for downloading as a PDF file, or call the Chicago Pneumatic Customer Center that serves you. Questions and Answers 19
Over 100 years of experience Since 1901 the Chicago Pneumatic name has represented high-performance tools and equipment designed for an extensive range of applications. Today, Chicago Pneumatic has a global reach, with local customer centers around the world. Chicago Pneumatic tools and air compressors are tailored to the needs of the industrial, vehicle service, and construction markets. Every day we develop and manufacture new products that are meant to meet your demands not only today, but tomorrow as well. To learn more about our extensive range of tools, hydraulic attachments, industrial and portable compressors, accessories and workshop equipment, please visit www.cp.com. 9850 9857 01. Atlas Copco AB. Production: Anette Andersson. June 2009. www.cp.com