Table of Contents Document Note The goal of these guidelines is to help communicate the strategy and visual system behind the SPX brand. If you have questions about anything in this guide, please reach out to Debbie Kenny. Logo 03 Buildmark 04 Logo 05 Logo lock-up variations 06 Logo clear space 07 Logo minimum size 08 Logo placement 09 Logo do s and don ts 10 Sub-brand logos 11 Sub-brand clear space 12 Sub-brand sizing guidance 13 Sub-brand minimum size 14 Sub-brand logo guidance 15 Segment logo guidance Brand Elements 17 Color 18 Primary typography 19 Secondary typography 20 Texture, simple 21 Texture, detailed Stationery 24 Business card 25 Letterhead 26 #10 Envelope Brand Applications 28 Simple brochure cover 29 Simple brochure cover with an image 30 Detailed brochure cover 31 Brochure cover layout 32 Email signatures 33 PowerPoint 34 Branded materials 39 Nomenclature / glossary of terms 40 Contact 2
SPX Buildmark Infrastructure is a backbone, a foundation on which businesses can grow. It is our wheelhouse. Keeping up with the needs of a growing world and maintaining today s existing and aging infrastructure can be seen as a daunting challenge. We see it as an inspiring one. The SPX Buildmark Symbol Is The Cornerstone Of The SPX Visual System With a problem solver s instinct, we bring creativity and an entrepreneurial spirit to go beyond meeting our customers needs for safe, reliable and efficient solutions, to laying the groundwork for a more productive future. Creating infrastructure solutions for a smarter, more productive future Infrastructure is a backbone, a foundation on which businesses can grow. It is our wheelhouse. Keeping up with the needs of a growing world and maintaining today s existing and aging infrastructure can be seen as a daunting challenge. We see it as an inspiring one. With a problem solver s instinct, we bring creativity and an entrepreneurial spirit to go beyond meeting our customers needs for safe, reliable and efficient solutions, to laying the groundwork for a more productive future. 3
SPX Logo The SPX logo is composed of 45-degree lines based on an 11-stroke grid. The shape of the symbol is an abstract form of an arrow that depicts the growth of SPX. The accompanying letterforms have been drawn to reflect the shapes within the mark. Buildmark Symbol SPX Logotype 4
Logo Lock-Up Variations Blue White Wherever possible, the primary, vertical logo should be used. Depending on the application and available surface area, the secondary, horizontal logo may be used instead. Primary logo Secondary logo 5
Logo Clear Space Primary Logo Secondary Logo Clear space is the area surrounding the logo that must be free of all text and graphic elements. The required minimum clear space for the logo is X/2 for the primary logo and X for the secondary logo. 6
Logo Minimum Size Print and Onscreen Production: Primary Logo Secondary Logo Buildmark The minimum length of the primary logo is 0.2 or 15px. 0.2" or 15 px 0.5" or 35 px 0.5" or 35 px The minimum length of the secondary logo is 0.5 or 35px. The minimum length of the Buildmark alone is 0.5 or 35px. 7
Logo Placement In order to reinforce the Buildmark s forward motion, it should always be placed on the righthand side of a surface, either in the upper right corner or vertically aligned to key messaging. It should never be placed in the lower right corner. 8
Logo Do s and Don ts Our logo is the key element of our visual identity. It should not be modified, distorted or altered in any way. Here are some examples of logo misuse Don t condense or stretch the logo. Make sure all proportions are true to the original. Don t change the symbol/logotype relationship. Don t emphasize one element over another. Don t add drop shadows or use effects. to avoid. Don t use colors that are not specified in the approved color palette. Don t alter the weight of the logotype. Don t alter arrow symbol or the approved symbol drawing. Don t reset the type in a different typeface. 9
Sub-Brand Logos All sub-brand identities have been built based on the secondary, horizontal SPX logo to visually align with the overarching SPX look and feel. Unlike the SPX logo, however, the sub-brand logo should be rendered in two colors whenever possible. The typography uses SPX Light Blue (Pantone 2173), while the buildmark uses SPX Blue (Pantone 2945) in order to tie to the parent brand. * *Alternate Flash Logo Options should only be used when spacing is an issue. 10
Sub-Brand Clear Space Each asset contains built-in clear space in order to protect the integrity of the logo. In each case, this is defined in terms of the symbol height. There should never be a need to recreate any SPX logos. When building any new applications, please use an approved asset. Sub-Brand Logo 11
Sub-Brand Sizing Guide Due to the variations in length of the sub-brand logos, the height should always be consistent across all sub-brands when used in the same applications. Correct Sizing Incorrect Sizing 12
Sub-Brand Minimum Size Print and Onscreen Production: The minimum height is 0.1 or 7px. 0.1" or 7 px 13
Sub-Brand Logo Relationship Guide Certain SPX-branded Co-Brand Sub-Brand Led SPX Led applications may need to be jointly branded by either SPX or one of its sub-brands. Use these examples as guidance when creating pieces When SPX and a sub-brand must appear together as equals, use the horizontal SPX logo and match the cap heights between SPX and a given sub-brand. They should be spaced one arrow-height apart. When a sub-brand must lead, use the horizontal SPX logo sized to be 3/5 the height of the sub-brand logo. The two logos may appear detached, as long as they are both present on the same surface. When SPX must lead, use the vertical SPX logo and size the sub-brand logo to be 3/5 the cap height of SPX. The two logos may appear detached, as long as they are both present on the same surface. that (1) require equal co-branding (2) are led by one of SPX s sub-brands or (3) are led by SPX itself. 14
Segment Logos SPX is divided into three segments: HVAC Detection & Measurement Engineered Solutions Each has its own logo. In some instances it may be necessary to use the single line version of a segment logo. Whenever possible, the two line version should be utilized. In both instances (single and dual line versions), the SPX buildmark symbols should be the same size. In some presentations, it may be necessary or appropriate to display all three logos. In this instance, the SPX Segments Group Logo should be used. 15
Brand Elements The color, typography and texture in our communications enhance brand awareness and support SPX brand strategy. The consistent use of these elements ensures that every SPX communication is consistent with our brand. 16
Color The SPX color SPX Dark Blue SPX Blue SPX Light Blue SPX Red palette is based on a family of blues. All three blue tones can be used Used primarily in large background areas. Used as the primary color of the logo as well as primary messaging. Used widely throughout the subbrand identity system as well as to highlight key information. Very limited use as an accent color. together to build rich gradients and textures. Pantone 294 C CMYK 100/69/7/30 RGB 0/47/108 Pantone 2945 C CMYK 100/53/2/16 RGB 0/76/151 Pantone 2173 C CMYK 88/31/0/0 RGB 0/132/213 Pantone 2347 C CMYK 0/88/100/0 RGB 255/6/0 HEX 002F6C HEX 004C97 HEX 0084D5 HEX E10600 Color formulas All color breakdowns are based on Pantone bridge values. 17
Primary Typography Replica is available in a family of weights and styles. The bold and light weight should be used for titles or emphasis and the regular weight should be used for body text. Primary Font Replica Replica Light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Replica Light Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Replica Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Replica Regular Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Replica Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Replica Bold Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= 18
Secondary Typography In some situations, Replica may not be an available option (e.g., when setting type in HTML or using Microsoft applications like Word or PowerPoint). In these situations, Arial is an acceptable replacement. These technical constraints should be the only reason to substitute Arial for Replica. Arial should be the font used by SPX employees on a regular basis for all daily needs and communications. Therefore, it is not necessary for marketing or other internal teams to carry the Replica font, unless they are creating/designing marketing materials. System Font Arial Arial Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Arial Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Arial Regular Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= Arial Bold Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+= 19
Texture, Simple The SPX visual system includes several textures based on the upward construction of the symbol. They vary in scale and complexity. Simple Texture, SPX Dark Blue Simple Texture, SPX Blue Simple Texture, SPX Light Blue 20
Texture, Detailed The SPX visual system includes several textures based on the upward construction of the symbol. They vary in scale and complexity. Detailed Texture, SPX Dark Blue Detailed Texture, SPX Blue Detailed Texture, SPX Light Blue 21
Stationery Stationery is a primary means of communicating the SPX brand. This section illustrates approved layouts for standard business stationery. It includes specifications for typography, color, printing method, paper stock and word processing. 22
Stationery In addition to clear, precise typography and prominent logo placement, our stationery system features custom SPX textures to add personality to each employee s card. 23
Business Card In addition to clear, precise typography and prominent logo placement, our stationery system features custom SPX textures to add personality to each employee s card. Masterbrand Business Card Sub-Brand Business Card 24
Letterhead Replica clearly communicates our contact information, using ample white space to direct the eye. Under certain circumstances when Replica is unavailable, Arial can be used for body text instead. Masterbrand Letterhead Sub-Brand Letterhead 25
#10 Envelope Due to postage requirements, SPX envelopes must forgo the upper right corner logo placement. In this instance, branding may be placed in the upper left corner. Masterbrand Envelope Sub-Brand Envelope 26
Brand Applications This section shows a range of touch points that express the sensibility of how our brand elements are used in a variety of applications. These pieces are a departure point for any future branded executions. 27
Simple Brochure Cover Our printed pieces feature simple layouts and strong information hierarchies, as well as our rich blue color palette. Always create layouts that respectfully place the SPX logo in the upper right corner. Simple Texture, SPX Led Simple Texture, Sub-Brand Led Simple Texture, SPX Led 28
Simple Brochure Cover With An Image Our printed pieces feature simple layouts and strong information hierarchies, as well as our rich blue color palette. Always create layouts that respectfully place the SPX logo in the upper right corner. Sub-brands should utilize the SPX light blue from the color palette. Simple Texture With An Image Background, SPX Led Simple Texture With An Image Background, Sub-Brand Led Simple Texture With An Image Background, SPX Led 29
Detailed Brochure Cover Our printed pieces feature simple layouts and strong information hierarchies, as well as our rich blue color palette. Always create layouts that respectfully place the SPX logo in the upper right corner. Sub-brands should utilize the SPX light blue from the color palette. Detailed Texture, SPX Led Detailed Texture, Sub-brand Led Detailed Texture, SPX Led 30
Brochure Cover Layout The font sizes are flexible within the fixed safe area. Templates are available to use upon request. Small Title Big Title Sub-title Or Description Sub-title Or Description Website Website 31
Email Signatures Email signatures can be used for major email campaigns related to product releases and marketing promotions, as well as being a regular fixture on email signatures. Masterbrand Email Signature Sub-brand Email Signature 32
PowerPoint Our screen template acts as a guide through its straightforward storytelling and universal formatting. SPX PowerPoint should be easy to use and to read. Cover Page Table Of Contents Content Slide Content Slide With Bullets Content Slide With Two Columns Chart Slide 33
Branded Materials Employee-focused materials such as this notebook make subtle use of the SPX brand. The use of the symbol alone should be encouraged in addition to subtle rendering such as the depicted blind emboss logo and blue elastic band. 34
Branded Materials The Buildmark takes on new meaning in the context of construction. When placed on blue surfaces such as this hard hat, the white symbol may be used without the supporting SPX letterforms. 35
Branded Materials Simple metal equipment is an ideal surface for the full color SPX and sub-brand logos. If there isn t sufficient contrast between SPX blue and the background material, the logo may be rendered in black, white or some type of tone-on-tone etching. 36
Branded Materials Products can be co-branded by using the sub-brand logo in close proximity to the masterbrand logo. 37
Branded Materials Products may also be branded using only the sub-brand logo alongside the SPX pattern. 38
Nomanclature/Glossary BRAND A name, symbol, design or other feature that serves to distinguish one company or business from another. PRODUCT BRAND A trademark or distinctive name for a company s core product, product lines or technologies. It can be derivative of, or separate from, a company s overall brand name. LOGO A symbol that is used to identify a company. LOGO LOCK-UP A lock-up is the final form of a logo with all of its elements locked in their relative positions. For the sake of maintaining consistency in all mediums, the lockup should not be taken apart or altered in any way. 39
Questions? Please contact Debbie Kenny for any brand-related questions, or to request brand assets: Debbie Kenny Senior Marketing Manager SPX Cooling Technologies, Inc. deborah.kenny@spx.com T +1 913 664 7554 M +1 816 810 0876 www.spxcooling.com/ 40