BRAND STANDARDS 0417

Transcription

1 BRAND STANDARDS 0417

2 Our Brand is Our Promise The Valmont brand stands for our values, our products, our services and you. It symbolizes our promise to the world. Our brand is how we rise above the noise, using simplicity and clarity, to reach others. Whether it s customers, prospects, channel partners, employee recruits, investors or each other, the Valmont brand connects us in a meaningful way. That s why we created these Corporate Brand Standards. They comprise a playbook that, when we all follow it, ensures significant strengthening and growth for the Valmont brand. If you are responsible for any phase of conceptualizing, designing or producing marketing of communications materials, these standards were created for you. If you re partnering with an advertising or public relations firm, printer, videographer, digital media consultant or others, they should be informed of these standards and granted full access. These standards are more than just rules for usage, they are a companion to downloadable resources such as logos, templates, and artwork available at valmont.com/brand. You ll find this guide to be simple, straightforward, easy-to-use and absolute. These standards apply to all of us, and they must be followed. Similarly, the resources provided cannot be altered. I, along with the global brand marketing team, am here to answer questions and provide additional guidance. I m just a phone call or away. Thank you in advance for using the Valmont Corporate Brand Standards and doing your part to strengthen the Valmont brand. Sincerely, Lenora Vinckier Global Brand Manager 04/21 Valmont Brand Standards 2

3 Table of Contents Brand Story... 4 Brand Basics... 5 Valmont Brand Pillars...6 Valmont Logo....7 Valmont Logo: The Don ts...8 Clear Zone Standards Tagline Standards The Valmont V The Valmont V Don ts Valmont Brand Colors Typeface Visual Language: Photography Corporate Identification Letterhead, Envelopes & Business Cards Signature Templates Branded PowerPoint Intra-Company Correspondence Signage Building Signage Vehicle Signage The Valmont Way Usage Policy The Valmont Way Logo Logo Spacing Valmont Way Colors Segment Standards Overview Valmont Coatings Valmont Energy & Mining Valmont Irrigation Valmont Structures Valmont Utilities Valmont Brand Standards 3

4 Valmont s Brand Story Valmont Industries, Inc. (Valmont) is a leading producer and distributor of products for the infrastructure and agriculture markets. Valmont began in 1946 when founder, Robert B. Daugherty, combined his $5,000 savings with a wholehearted belief that business could and should be done better. From those modest beginnings, the company grew into a global leader of engineered products and services for infrastructure and water-conserving irrigation equipment for agriculture. From lighting and traffic structures to guide the way, to communication towers that keep people connected, to utility structures that power homes and businesses, to irrigation equipment that helps grow the world s food, Valmont is committed to Conserving Resources. Improving Life. Valmont operates in five primary business segments: Engineered Support Structures; Utility Support Structures; Irrigation; Coatings; and Energy and Mining. The Company manufactures its products in over 80 different facilities spread across 6 continents, and our products are available in over 100 different countries. Valmont is publicly traded on the NYSE under the symbol (VMI). Valmont employees are passionate about the products they make. They pride themselves on being people of integrity who ecel at delivering optimal results. They pursue opportunities for growth by taking products and processes to new markets, introducing new products to regions where they have a presence, and continually improving across the company to ensure that Valmont solutions are always the global industry leader. Valmont Brand Standards 4

5 BRAND BASICS BRAND BASICS Rev. 03/17 Valmont Brand Standards 5

6 BRAND BASICS Valmont Brand Pillars The Valmont brand is a symbol of who we are; what we believe; how we conduct ourselves; and the value we place on our customers, prospects, industries, partners, communities and each other. To keep the promise of Valmont, it is imperative that our Company s core values and our brand values are one. These are the pillars that elevate the Valmont brand: Passion We have a passion for our products, services, and customers.. Integrity We operate with absolute integrity in everything we do. Continuous Improvement We re always striving for continuous improvement, removing waste and operating with urgency. Results We consistently deliver results. Valmont Brand Standards 6

7 BRAND BASICS Preferred Use Valmont Logo Logo: Horizontal Logo: Vertical The Valmont logo is the cornerstone of the Valmont brand. To ensure its effectiveness and preserve brand integrity, please only use the logo as indicated. The logo includes the trademark V, the stylized valmont logotype and a register mark. To prevent misuse, only use approved logo artwork. Please don t alter its appearance in any way, as variations, however small, reduce the brand s impact and value. Always use the most recent high-quality versions of the logo. Download the approved logos from valmont.com/brand. Use of tone on tone coloration (i.e. promotional items) or fabrication from basic metals (for building, lobby or other wall signage, primarily) to create the Valmont logo is allowed. If you have any questions or concerns about logo colors, please contact the Global Brand Manager at brand@valmont.com. 2-color, Pantone 409 & Pantone 411 Acceptable Variations White (for use on dark backgrounds) Black 2-color, Pantone 409 & Pantone 411 Acceptable Variations White (for use on dark backgrounds) Black Pantone 431 Pantone 431 Valmont Brand Standards 7

8 BRAND BASICS Valmont Logo: Don ts Unacceptable Usage The eamples shown at right demonstrate logo uses that devalue the Valmont brand. The logo and tagline cannot be modified in any way or under any circumstances. If you have any questions, please contact the Global Brand Manager at Do not alter the approved colors in any way (see page 8). The logo must be used in 409/411, black, grey or reversed out in white (see page 8). Leading the Way Since Do not change the tagline in any way. Conserving Resources. Improving Life. Conserving RESOURCES. Improving LIFE. 1) Do not alter the proportions or positioning of the logo elements. 2) Do not change the positioning or typeface of the Valmont tagline. Do not change the type weight or scale/positioning of the tagline. Do not outline the logo. Valmont Do not rearrange the elements of the logo. Do not recreate the logo using another typeface. Do not add special effects, such as bevel, drop shadow or glow. (If this usage is necessary based on created element, the Valmont Corporate Marketing Department must provide approval before use.) Valmont Brand Standards 8

9 BRAND BASICS Valmont Logo: Don ts Unacceptable Usage ANYTOWN USA ALMONT INC. Do not skew or stretch the logo. Do not use any part of the logo to create a new logo. Do not use the Valmont V trademark as part of a pattern or graphic. VALMONT INC. BRINGING EXCELLENCE TO INDUSTRY Do not use the Valmont logotype without the V trademark. Do not scan the logo, copy/paste from an Internet application or use the logo with poor resolution. Download the approved logos from valmont.com/brand. Do not use the logo elements separately or integrate with a different tagline. Do not place the logo on a distracting background that makes it difficult to stand out. Do not place the logo in a bo on an image. Valmont Brand Standards 9

10 BRAND BASICS Valmont Logo: Don ts Unacceptable Usage It takes all of us, including third parties, to strengthen the equity of the Valmont brand. All third-party partners (agencies, printers, photo/ videographers, etc.) should have access to these Corporate Brand Standards and the accompanying resources. If communications partners misuse the brand/logo, Valmont does have the right to pursue legal action should it chose to. Any questions or concerns about logo usage should be directed to the Global Brand Manager at Always ensure the logo is positioned on a background offering sufficient contrast to maintain visual clarity. When the logo appears on an image, ensure that it is positioned on an area light enough (or dark enough if using reverse version) to ensure maimum clarity. MONTREAL, CANADA Company ABC, Inc. Do not ignore the minimum clearance zone (see Spacing and Positioning the Valmont Utility Logo). Do not add a business, product or location name to the logo, unless it is approved by the Global Brand Manager. Do not put any other identities under the logo, unless it is approved by the Global Brand Manager. Incorrect: Check out these new products from Correct: Check out these new products from Valmont. Do not use the logo in a statement or sentence without prior approval from the Global Brand Manager. It is the preferred format to spell out the company name, Valmont. Valmont Brand Standards 10

11 BRAND BASICS Clear Zone Standards To allow for the best possible brand presentation, we need to ensure the logo has enough space around it to be clearly seen regardless of how or where it is used. Strict attention to the space around the logo (clear zone) is essential. Corporate Logo Minimum Clearance Zone Horizontal Logo 1/4 X Align Vertical Logo Maintaining proper visual spacing starts with a simple formula. The unit X, as the eamples note, is equal to the full vertical X-height of the L in the word valmont. All other proportions are based on this unit. Minimum Logo Clear Zone (1X) Preferred Logo Clear Zone (2X) 1-1/4 X There must be allowance for generous amounts of background space around the logo. This preferred signature clearance zone is depicted on this page. No type, photographs or other design elements should be placed within this zone. This zone measures 2X horizontally from the top of the L in valmont, and from the lowest baseline. It measures 1X left and right of the logo. Even in cases where space is at a premium, the minimum signature clear zone should be used without eception. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. X = the height of l in valmont An Eample of a Segment Logo Align Minimum Logo Clear Zone (1X) 1/4 X 1-1/4 X 1/4 X 1/3 X Valmont Brand Standards 11

12 BRAND BASICS Tagline Standards A critical component of Valmont s brand is the positioning statement, or tagline, Conserving Resources. Improving Life. It clearly conveys Valmont s brand promise and the spirit of its mission. The tagline is only used with the corporate logo, and can be used on: Digital, collateral, public relations and advertising materials Premium items such as coffee mugs if it remains at a legible size and as part of the logo. Letterhead, but it should never be used on business cards or envelopes. The tet of promotional copy if it is typed in Title Case and in italics. The tagline must be correctly sized to the logo as shown. The tagline is 1/3X height. The tagline should not be reset or modified in any way or under any circumstances. Download the approved logos from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Corporate Logo/Tagline Minimum Clearance Zone Minimum Logo Clear Zone (1X) Preferred Logo Clear Zone (2X) Preferred Logo Clear Zone (2X) X = the height of l in valmont 1-1/4 X 1/4 X Align 1/4 X Center Valmont Brand Standards 12

13 BRAND BASICS The Valmont V In some cases, the V may be used as a separate design element. This must be done tastefully and only with the review and approval of Valmont s Global Brand Manager. When using the V independent from the logotype, DO NOT: Rotate the V Add dimension (3D embellishments), drop shadows or alter it in any way Introduce patterns or additional design elements to the V The eamples at the right depict some acceptable uses of the V. Approved logo files can be found at valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. The Valmont V may be used in the following colors. Pantone 409 Pantone 411 Black White Pantone 431 In certain cases the V may be reproduced tone-on-tone (i.e. embroidery, embossing...) Approval from the Global Brand Manager must be sought prior to use. Valmont Brand Standards 13

14 BRAND BASICS Valmont V Icon: Don ts Unacceptable Usage ANYTOWN USA ALMONT INC. Do not skew or stretch the V icon. Do not use any part of the V icon to create a new logo. Do not use the V icon as part of a pattern or graphic. VALMONT INC. BRINGING EXCELLENCE TO INDUSTRY Do not use the V icon in any color or tint that is not approved by brand standards on pg. 14 Do not scan the V icon, copy/paste from an Internet application or use the logo with poor resolution. Download the approved logos from valmont.com/brand. Do not integrate the V icon or with a different tagline. Do not place the integrate on a distracting background that makes it difficult to stand out. Do not place the integrate in a bo on an image. Do not use the V icon in artwork that interfers with the icon. Valmont Brand Standards 14

15 BRAND BASICS Valmont Brand Colors PRIMARY COLORS Color is an important part of Valmont s brand, helping to distinguish it from competitors. Consistent use of the approved color palette will maimize the impact and recognition of the brand and associated communication materials, while building brand equity. CMYK: 17/25/22/51 RGB: 133/120/116 WEB: # PANTONE 409 SECONDARY COLORS PANTONE 411 CMYK: 30/42/34/75 RGB: 94/81/77 WEB: #5E514D To guarantee that colors are reproduced consistently, it is important to follow these color formulas. To see the branded color palette for a particular segment, see the segment-specific brand standards, pages PANTONE 634 PANTONE 159 CMYK: 100/13/10/41 RGB: 0/95/131 WEB: #005F83 CMYK: 1/72/100/7 RGB: 203/96/21 WEB: #CB6015 CMYK: 91/44/30/57 PANTONE 2168 RGB: 37/74/93 WEB: #254A5D CMYK: 0/28/98/11 PANTONE 7555 RGB: 210/159/19 WEB: #D29F13 NEUTRALS CMYK: 0/0/0/100 CMYK: 16/11/11/27 BLACK RGB: 0/0/0 WEB: # COOL GREY 6 RGB: 167/168/170 WEB: #A7A8AA CMYK: 45/25/16/59 CMYK: 3/4/14/8 PMS 431 RGB: 91/103/112 WEB: #5B6770 PMS 7527 RGB: 214/210/196 WEB: #D6D2C4 Valmont Brand Standards 15

16 BRAND BASICS Primary Typeface: Roboto The need for consistency and clarity in the Valmont brand does not end with logos, taglines and colors. Typefaces, also known as fonts, are a critical as well. The Roboto typeface is preferred for all applications print or digital. It is clean, easy-to-read and suitable for headlines, body copy and tables. Roboto Light is the preferred font. Other weights and styles may be used when appropriate. For eample, Roboto Medium or Bold is used for second level subheads. However, please eercise restraint when using different styles and weights. To ensure the tet is readable, the minimum size used for this font should be 8 point (eception is disclaimers, which are usually 6 point). If the Roboto typeface is not available see Alternate Typeface on page 18. ROBOTO LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO ITALIC LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO ITALIC MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) Valmont Brand Standards 16

17 BRAND BASICS Secondary Typeface: Roboto Condensed Roboto Condensed is the secondary typeface utilized for headlines, subheads and other areas of emphasis. Because it is a very condensed font, it should not be used for body copy. For most uses, Roboto Condensed should be used in ALL CAPS. For headlines and subheads, Roboto Condensed Regular should be used. Other weights and styles can be utilized sparingly. Please eercise restraint when using Roboto Condensed. It is intended as a headline font only and should never be utilized for body copy. If you have any questions, please contact the Global Brand Manager at brand@ valmont.com. ROBOTO CONDENSED LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO CONDENSED REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO CONDENSED BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ROBOTO CONDENSED ITALIC BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) Valmont Brand Standards 17

18 BRAND BASICS Alternative Typeface Consideration: Arial Because it is readily available on a variety of applications, Arial is the preferred typeface only if Roboto is not available. Arial regular should be used in most situations where it is the only typeface option. To ensure the tet is readable, the minimum size used for this font is 8 point. ARIAL REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ARIAL BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ARIAL BLACK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) ARIAL NARROW Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X Yy Zz (.,;:?!#$%&@*) Valmont Brand Standards 18

19 BRAND BASICS Visual Language: Photography FPO Valmont Industries, Inc. is a world-class brand dedicated to fostering economic growth with infrastructure, and advancing agricultural productivity through water management. In representing the brand through photography, we want to capture the gravitas of our mission. We need imagery that is heroic, and reflects the granduer of projects we work on and the dedication of our people. If you would like more detail, or are working with a professional photographer, we offer a Brand Photography Guide that will provide additional guidance. Please contact the Global Brand Manager at brand@valmont.com to get a copy. FPO FPO Valmont Brand Standards 19

20 CORPORATE I.D. CORPORATE I.D. Rev. 03/17 Valmont Brand Standards 20

21 CORPORATE I.D. CORPORATE I.D. Letterhead, Envelopes and Business Cards Valmont Industries, Inc. One Valmont Plaza Omaha, Nebraska USA P: valmont.com Consistent stationery will help build brand equity throughout the company. Download digital versions of standard, A4, eecutive or other international sized letterhead at valmont.com/brand. Print requests for domestic (U.S.) letterhead, along with corresponding envelopes and business cards, can be made at taylorcommunications.com/. If you have any questions, please contact the Global Brand Manager at One Valmont Plaza Omaha, NE USA JOHN SMITH Title Goes Here (Optional second line) Valmont Industries, Inc. Address Line 1 Address Line 2 City, ST Zip Country P: et M: F: valmont.com If you are ordering stationery outside the U.S., please have your letterhead and envelopes printed on #24 Whitestone Classic Crest and business cards on #110 Whitestone Classic Crest stock. Use the same paper stock for note cards. NOTE: Valmont branded letterhead is available in standard, A4 and eecutive sizes along with appropriately sized envelopes. Valmont Brand Standards 21

22 DIGITAL GUIDELINES CORPORATE I.D. Signature With the number of s we all send every day, the signature has replaced the business card as our primary form of identity and association with Valmont. Please use this template, copy and paste it into your signature block, and replace with your specific information to build your own signature. Go to valmont.com/brand to download the signature template that you can then just alter with your personal information. Please remember: All font sizes, font weights and tet colors must remain as provided (with the eception of the mobile device). Images, fun/ inspirational quotations, false job titles and backgrounds in your signatures are not acceptable. Required for All Company (New s) First/Last Name Job Title Your Company Name Address Address 2 (optional) City, State ZIP Phone +1 (000) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com yoururl If you d rather input your own information, here is a simple guide: Your Name/Company Name: Font: Arial Bold 10 pt. Color: RGB 89, 89, 89 All other tet: Font: Arial Regular 10 pt. Color: RGB 127, 127, 127 and Web Links: Font: Arial Bold 10 pt. Color: RGB 0/0/255 If your mobile device does not allow you to build this signature or changes the format when pasting, the following is an acceptable substitute: First/Last Name Official Job Title Your Company Name Phone (optional) Mobile (optional) (Must Include at least one phone number) We appreciate your help in continuing to help build consistent branding and messaging for Valmont. Valmont Brand Standards 22

23 TEMPLATES CORPORATE I.D. TEMPLATES Rev. 03/17 Valmont Brand Standards 23

24 !"""#"""$%&'(")*"+,-."""#"""/01$234 6%%%7%%%-")./%01%2345%%%7%%%89:-;!<!"""#"""$%&'(")*"+,-."""#"""/01$234!"""#"""$%&'(")*"+,-."""#"""/01$234!"""#"""$%&'(")*"+,-."""#"""/01$234!"""#"""$%&'(")*"+,-."""#"""/01$234 TEMPLATES DIGITAL GUIDELINES TEMPLATES Branded PowerPoint!"#$%&"'()*"!"#$%&'%()$*$+,$) -")./%01%2345 WELCOME!"#$%&"'()*" PAGE!"#$%&'%()$*$+,$) Name of Presenter -")./%01%2345 April 21,2017 To capitalize on the Valmont brand name, a standardized, clean and consistent Valmont PowerPoint template has been created for your presentations. Using the standardized template provides the strongest professional representation of the Valmont brand.!"#$%&'"(!")" +,-./01'2/34'5/6/ Subhead Tet Here '!!!!"#$%&'"(!")" +,-./01'2/34'5/6/ Subhead Tet Here '! The corporate presentation PowerPoint template can be downloaded from valmont.com/brand.!"#$%&'"(!")"!"#$%&'(%'$)&($"*$ SECTION INTRO TEXT +,-./01'2/34'5/6/ Subhead Tet Here '! <='5/01>?@/'?A';/0>>B'#C@D'0@1'*C/A'4C' 2EC'#?@/A'7A/'2.?A'+/4,F!"#$%&'"(!")"! Valmont Brand Standards 24

25 TEMPLATES DIGITAL GUIDELINES TEMPLATES Intra-Company Correspondence Regular eposure to a consistent brand is a great reminder to employees about the value of the Valmont places on its brand. That includes seemingly routine correspondence: The Memo template should be used when communicating to all Valmont employees at one time. The New Employee Announcement template should be used when announcing a new hire. Retirement Announcement To: From: Date: Subject: [Staff in new employee s department/division] [Employee s manager or Department Head] [One week before new employee s start date] Welcoming [New employee] [Retirement announcement info] Best Regards, Insert [Name of Manager] [Manager s Photo Job Title] You can reach [new employee] at: [work address/office location] [office phone number] [office address] New Employee Announcement To: [Staff in new employee s department/division] From: [Employee s manager or Department Head] Date: [One week before new employee s start date] Subject: Welcoming [New employee] Memo To: From: Date: Subject: cc: The Employee Retirement Announcement template should be used when announcing a retirement. These templates can be downloaded from valmont.com/brand. I m very pleased to announce that [new employee] will be joining us as [job title] on [start date]. [New employee] will be responsible for [insert information about what he/she will be doing]. [New employee] joins us from [information about Insert Photo recent relevant employment background]. [New employee] has a [specify degree(s)] from [specify college(s)/university(ies)]. Please join me in welcoming [New employee] to the Valmont Team! Best Regards, [Name of Manager] [Manager s Job Title] You can reach [new employee] at: [work address/office location] [office phone number] [office address] Valmont Brand Standards 25

26 CORPORATE I.D. SIGNAGE Rev. 03/17 Valmont Brand Standards 26

27 SIGNAGE TEMPLATES DIGITAL GUIDELINES SIGNAGE Building Signage Signage includes primary freestanding identification or monumentation signs, wallmounted fascia signs (interior or eterior) and vinyl appliqué to glass doors and windows. Minimum Logo Clear Zone = 1X (X = the height of l in valmont ) Use of the tagline in permanent signage applications is not permitted. Wall-mounted signs should be dimensional, as shown in the eample below. The eamples on this page are intended as general guidelines only. Each location poses a unique set of application requirements. The Global Brand Manager will assist you in addressing these issues if required. Simply digital photographs of the eisting signs or areas where new signs will be placed. Eterior Monumentation Vinyl signage on glass When the Valmont logo is used, a clear spacing of X should be maintained around the perimeter of the logo (where X = the height of l in valmont). Eterior Facia Interior wall-mounted Valmont Brand Standards 27

28 Ford Fusion SIGNAGE SIGNAGE Vehicle Signage Vehicles used for sales and service are a valuable tool for communicating the Valmont brand. Vehicles with the Valmont logo should be kept clean and properly maintained. When the Valmont logo is used, all the usage and clear zone standards must be met. See pages 11. Download approved logos for decal printing and installation from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Logo usage for Cars, Pickups and Utility Trucks Vehicle logo branding will vary depending on vehicle type and size. Logo usage for vehicles should not utilize the tagline (see right) and should comply with logo spacing and positioning for brand consistency. A Valmont logo should be placed on the front driver and passenger door. Maintain a clear space of 1X around the Valmont logo. MR Clipart 2013 Minimum Logo Clear Zone = 1X (X = the height of l in valmont ) Valmont Brand Standards 28

29 CORPORATE I.D. THE VALMONT WAY Rev. 03/17 Valmont Brand Standards 29

30 THE VALMONT WAY Usage Policy The Valmont Way is the internal brand for our company s journey from good to great. It represents a sophisticated and crucial business strategy. As such, the use of this brand identity (logo), tagline and supportive brandscape elements is tightly controlled. No application using The Valmont Way brand is permitted without early review and approval of Valmont Corporate Marketing. Carefully follow the standards set forth in this section and use only the approved logo artwork. The logos are not to be redrawn, re-typeset or modified in any way, or under any circumstance. Download the approved artwork from valmont.com/brand. Valmont Brand Standards 30

31 THE VALMONT WAY Centered Logos The Valmont Way Logo The Valmont Way logo is comprised of the trademark and logotype. The trademark is the square with the brush stroke V symbol set apart from the brand name. The logotype is the stylized typographic representation of the brand name The Valmont Way. In some cases, the trademark may be used as a separate design element. This must be done tastefully and only with the review and approval of Valmont Corporate Marketing. The logos are not to be redrawn, re-typeset or modified in any way, or under any circumstance. Download the applicable electronic artwork from valmont.com/brand. No application using The Valmont Way reversed logos is permitted without early review and approval of Valmont Corporate Marketing. Horizontal Logos Reversed Logos There are two versions of the reversed logo. Use the primary reversed logo shown wherever possible. The reversed logos should be used in applications where there is a background color darker than 50% in value. This could apply to banners, posters, brochures, and other printed materials. RESTRICTED Single Color Reversed Logo The single color reversed logo option (below) should ONLY be used in applications where color usage is not an option. Acceptable usage would include items such as ink pens or keychains where the logo would need to be etched. It should also be used on any application where embossing or debossing is the treatment. Valmont Brand Standards 31

32 THE VALMONT WAY Logo Spacing The size and spacing relationships between the trademark and logotype are of such importance to the overall image of Valmont that any changes or modifications are not acceptable. Maintaining the visual balance is simple, given the following guidelines. The unit X, as the eamples note, is equal to the full vertical X-height of the letters in valmont. All other proportions are based on this unit. Minimum Logo Clear Zone (2X) 1.5 X Align Align Preferred Logo Clear Zone (4X) The relationships diagrammed here are the only acceptable logo clear zones. There must be allowance for generous amounts of background space around the logo in use. This preferred logo clear zone is depicted on this page. No type, photographs or other design elements should be placed within this zone. This zone measures 2X horizontally from the top of the trademark, and from the lowest baseline. It measures 2X left and right of the logo. Whenever possible, this much space should be used. There will be instances where space is at a premium where the preferred clear zone must be lessened. In these cases, the minimum logo clear zone should be used. 1.5 X Minimum Logo Clear Zone (2X) Preferred Logo Clear Zone (4X) 1.5 X Valmont Brand Standards 32

33 THE VALMONT WAY Valmont Way Colors Making the right decision as to which logo to choose depends greatly on the nature of the application. Printing budgets, mediums and design considerations play a role in logo choice. Background colors are critical when choosing a logo. The logo can be reversed from a field of dark color. There are two reversed logo color options. The Valmont Way Colors Pantone 2768 Pantone 1665 Pantone 409 CMYK: 100/90/13/71 CMYK: 0/79/100/0 CMYK: 17/25/22/51 RGB: 7/29/73 RGB: 220/68/5 RGB: 133/120/116 WEB: #071D49 WEB: #DC4405 WEB: # The following are the only permissible color configurations. The color usage guide on this page will provide you with key parameters for the proper deployment of The Valmont Way logos. Blocks of color or ornamentation that obscure portions of the logo, or the use of any teture patterns behind or over the logo, are not permitted. Black logo on white background. Pantone 2768 / 1665 / 409 on white background. (Preferred) CMYK builds of Pantone 2768 / 1665 / 409 on white background. (Use only if Pantone colors cannot be used) Reproducing the Color Palette When creating any printed, online or display material, always use the color values shown on this page. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. Preferred Primary Reversed Logo (Pantone 2768 / 1665 / 409) reverses on color field darker than 50% value. Background color cannot be any of The Valmont Way logo colors. RESTRICTED Single Color Reverse Logo reverses on black or dark background. (Use for etching or embossing) Valmont Brand Standards 33

34 CORPORATE I.D. FPO SEGMENT STANDARDS Rev. 03/17 Valmont Brand Standards 34

35 SEGMENT STANDARDS Overview When the Valmont brand is strong, it gives equity to the segment brands because it shows they are supported by a leading global organization. The Valmont brand gets equity from the segment brands because they add to the depth and breadth of the global organization. Therefore, consistency of the Valmont brand with the five segments Valmont Structures, Valmont Utility, Valmont Irrigation, Valmont Coatings and Valmont Energy & Mining is paramount. In the following pages, you will see specifics about how each segment brand will align with the Valmont corporate brand, and how they can establish their own identities through logo treatment, use of color and individualization of signatures. But first, when multiple division logos are used together, they should all appear in the same color or in a tint of one color. This helps present the brand in a clean, uniflied way. Valmont Brand Standards 35

36 SEGMENT STANDARDS Valmont Coatings Many of the same standards set for the Valmont corporate logo apply to the Valmont Coatings segment logo as well: Preferred Use Logo The Valmont Coatings logo includes the trademark V, the stylized valmont logotype including the segment name and a register mark. Please only use approved logo artwork and do not change its appearance in any way. Variations, however small, will reduce brand equity. Acceptable Variations (for use on dark backgrounds) Always use the most recent highquality versions of the logos. The Coatings segment name is standardized to a single 1/3X height. Logo Minimum Clearance Zone The logo should not be reset or modified in any way or under any circumstances. Align 1/4 X Download the approved logos from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Minimum Logo Clear Zone (1X) 1-1/4 X 1/4 X 1/3 X Preferred Logo Clear Zone (2X) Valmont Brand Standards 36

37 SEGMENT STANDARDS Valmont Coatings Colors The Valmont Coatings color palette is an important part of our Valmont corporate color scheme, yet allows the segment to establish its own identity. Please keep in mind: These colors are assigned to help prevent the brand from becoming too monochromatic. These colors are intended to be used sparingly. Consistent use of the approved color palette will maimize brand impact and recognition in the marketplace building brand equity. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. If you have any questions, please contact the Global Brand Manager at PRIMARY COLORS CMYK: 17/25/22/51 CMYK: 30/42/34/75 RGB: 133/120/116 RGB: 94/81/77 WEB: # WEB: #5E514D PANTONE 409 PANTONE 411 SECONDARY COLOR CMYK: 16/11/11/27 COOL GREY 6, 877 METALLIC RGB: 167/168/170 WEB: #A7A8AA TERTIARY COLORS PMS 159 PMS 5483 PMS 647 CMYK: 1/72/100/7 CMYK: 65/11/25/27 CMYK: 96/54/5/27 RGB: 203/96/21 RGB: 79/134/142 RGB: 35/97/146 WEB: #CB6015 WEB: #4F868E WEB: # BLACK PMS 431 PMS 7527 CMYK: 0/0/0/100 RGB: 0/0/0 WEB: # CMYK: 45/25/16/59 RGB: 91/103/112 WEB: #5B6770 CMYK: 3/4/14/8 RGB: 214/210/196 WEB: #D6D2C4 Valmont Brand Standards 37

38 SEGMENT STANDARDS Valmont Coatings Signature With the number of s we all send every day, the signature has replaced the business card as our primary form of identity and association with Valmont Coatings. Please use this template, copy and paste it into your signature block, and replace with your specific information to build your own signature. Go to valmont.com/brand to download the signature template that you can then just alter with your personal information. Please remember: All font sizes, font weights and tet colors must remain as provided (with the eception of the mobile device). Images, fun/ inspirational quotations, false job titles and backgrounds in your signatures are not acceptable. Required for All Company (New s) First/Last Name Job Title Valmont Coatings Address Address 2 (optional) City, State ZIP Phone +1 (000) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com valmontcoatings.com If you d rather input your own information, here is a simple guide: Your Name/Company Name: Font: Arial Bold 10 pt. Color: RGB 89, 89, 89 All other tet: Font: Arial Regular 10 pt. Color: RGB 127, 127, 127 and Web Links: Font: Arial Bold 10 pt. Color: RGB 0/0/255 If your mobile device does not allow you to build this signature or changes the format when pasting, the following is an acceptable substitute: First/Last Name Official Valmont Coatings Job Title Valmont Coatings Phone (optional) Mobile (optional) (Must Include at least one phone number) We appreciate your help in continuing to help build consistent branding and messaging for Valmont Coatings. Valmont Brand Standards 38

39 SEGMENT STANDARDS SEGMENT STANDARDS Valmont Energy & Mining Preferred Use Logo Many of the same standards set for the Valmont corporate logo apply to the Valmont Energy & Mining segment logo as well: The Valmont Energy & Mining logo includes the trademark V, the stylized valmont logotype including the segment name and a register mark. Please only use approved logo artwork and do not change its appearance in any way. Variations, however small, will reduce brand equity. Acceptable Variations (for use on dark backgrounds) Always use the most recent highquality versions of the logos. The Energy & Mining segment name is standardized to a single 1/3X height. Logo Minimum Clearance Zone The logo should not be reset or modified in any way or under any circumstances. Align 1/4 X 1-1/4 X Download the approved logos from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Minimum Logo Clear Zone (1X) 1/4 X 1/3 X Preferred Logo Clear Zone (2X) Valmont Brand Standards 39

40 SEGMENT STANDARDS Valmont Energy & Mining Colors PRIMARY COLORS CMYK: 17/25/22/51 CMYK: 30/42/34/75 The Valmont Energy & Mining color palette is an important part of our Valmont corporate color scheme, yet allows the segment to establish its own identity. Please keep in mind: PANTONE 409 RGB: 133/120/116 WEB: # PANTONE 411 RGB: 94/81/77 WEB: #5E514D These colors are assigned to help prevent the brand from becoming too monochromatic. These colors are intended to be used sparingly. Consistent use of the approved color palette will maimize brand impact and recognition in the marketplace building brand equity. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. If you have any questions, please contact the Global Brand Manager at SECONDARY COLOR CMYK: 0/28/98/11 PANTONE 7555 RGB: 210/159/19 WEB: #D29F13 TERTIARY COLORS PMS 723 PMS 5483 PMS 7627 CMYK: 6/60/98/20 CMYK: 65/11/25/27 CMYK: 5/94/88/22 RGB: 179/105/36 RGB: 79/134/142 RGB: 167/43/42 WEB: #B36924 WEB: #4F868E WEB: #A72B2A BLACK PMS 431 PMS 7527 CMYK: 0/0/0/100 RGB: 0/0/0 WEB: # CMYK: 45/25/16/59 RGB: 91/103/112 WEB: #5B6770 CMYK: 3/4/14/8 RGB: 214/210/196 WEB: #D6D2C4 Valmont Brand Standards 40

41 SEGMENT STANDARDS Valmont Energy & Mining Signature With the number of s we all send every day, the signature has replaced the business card as our primary form of identity and association with Valmont Energy & Mining. Please use this template, copy and paste it into your signature block, and replace with your specific information to build your own signature. Go to valmont.com/brand to download the signature template that you can then just alter with your personal information. Please remember: All font sizes, font weights and tet colors must remain as provided (with the eception of the mobile device). Images, fun/ inspirational quotations, false job titles and backgrounds in your signatures are not acceptable. Required for All Company (New s) First/Last Name Job Title Valmont Energy & Mining Address Address 2 (optional) City, State ZIP Phone +1 (000) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com valmont.com If you d rather input your own information, here is a simple guide: Your Name/Company Name: Font: Arial Bold 10 pt. Color: RGB 89, 89, 89 All other tet: Font: Arial Regular 10 pt. Color: RGB 127, 127, 127 and Web Links: Font: Arial Bold 10 pt. Color: RGB 0/0/255 If your mobile device does not allow you to build this signature or changes the format when pasting, the following is an acceptable substitute: First/Last Name Official Valmont Energy & Mining Job Title Valmont Energy & Mining Phone (optional) Mobile (optional) (Must Include at least one phone number) We appreciate your help in continuing to help build consistent branding and messaging for Valmont Energy & Mining. Valmont Brand Standards 41

42 SEGMENT STANDARDS Valmont Irrigation Many of the same standards set for the Valmont corporate logo apply to the Valmont Irrigation segment logo as well: Preferred Use Logo The Valmont Irrigation logo includes the trademark V, the stylized valmont logotype including the segment name and a register mark. Please only use approved logo artwork and do not change its appearance in any way. Variations, however small, will reduce brand equity. Acceptable Variations (for use on dark backgrounds) Always use the most recent highquality versions of the logos. The Irrigation segment name is standardized to a single 1/3X height. The logo should not be reset or modified in any way or under any circumstances. Download the approved logos from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Logo Minimum Clearance Zone Align Minimum Logo Clear Zone (1X) 1/4 X 1-1/4 X 1/4 X 1/3 X Preferred Logo Clear Zone (2X) Valmont Brand Standards 42

43 SEGMENT STANDARDS Valmont Irrigation Colors PRIMARY COLORS CMYK: 17/25/22/51 CMYK: 30/42/34/75 The Valmont Irrigation color palette is an important part of our Valmont corporate color scheme, yet allows the segment to establish its own identity. Please keep in mind: PANTONE 409 RGB: 133/120/116 WEB: # PANTONE 411 RGB: 94/81/77 WEB: #5E514D These colors are assigned to help prevent the brand from becoming too monochromatic. These colors are intended to be used sparingly. Consistent use of the approved color palette will maimize brand impact and recognition in the marketplace building brand equity. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. SECONDARY COLOR PANTONE 634 TERTIARY COLORS PROCESS BLUE CMYK: 100/13/1/2 RGB: 0/133/202 WEB: #0085CA CMYK: 100/13/10/41 RGB: 0/95/131 WEB: #005F83 PMS 370 PMS 647 CMYK: 62/1/100/25 CMYK: 96/54/5/27 RGB: 101/141/27 RGB: 35/97/146 WEB: #658D1B WEB: # If you have any questions, please contact the Global Brand Manager at BLACK PMS 431 PMS 7527 CMYK: 0/0/0/100 RGB: 0/0/0 WEB: # CMYK: 45/25/16/59 RGB: 91/103/112 WEB: #5B6770 CMYK: 3/4/14/8 RGB: 214/210/196 WEB: #D6D2C4 Valmont Brand Standards 43

44 SEGMENT STANDARDS Valmont Irrigation Signature With the number of s we all send every day, the signature has replaced the business card as our primary form of identity and association with Valmont Irrigation. Please use this template, copy and paste it into your signature block, and replace with your specific information to build your own signature. Go to valmont.com/brand to download the signature template that you can then just alter with your personal information. Please remember: All font sizes, font weights and tet colors must remain as provided (with the eception of the mobile device). Images, fun/ inspirational quotations, false job titles and backgrounds in your signatures are not acceptable. Required for All Company (New s) First/Last Name Job Title Valmont Irrigation Address Address 2 (optional) City, State ZIP Phone +1 (000) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com valmontirrigation.com If you d rather input your own information, here is a simple guide: Your Name/Company Name: Font: Arial Bold 10 pt. Color: RGB 89, 89, 89 All other tet: Font: Arial Regular 10 pt. Color: RGB 127, 127, 127 and Web Links: Font: Arial Bold 10 pt. Color: RGB 0/0/255 If your mobile device does not allow you to build this signature or changes the format when pasting, the following is an acceptable substitute: First/Last Name Official Valmont Irrigation Job Title Valmont Irrigation Phone (optional) Mobile (optional) (Must Include at least one phone number) We appreciate your help in continuing to help build consistent branding and messaging for Valmont Irrigation. Valmont Brand Standards 44

45 SEGMENT STANDARDS Valmont Engineered Support Structures Preferred Use Logo Many of the same standards set for the Valmont corporate logo apply to the Valmont Structures segment logo as well: The Valmont Structures logo includes the trademark V, the stylized valmont logotype including the segment name and a register mark. Please only use approved logo artwork and do not change its appearance in any way. Variations, however small, will reduce brand equity. Acceptable Variations (for use on dark backgrounds) Always use the most recent highquality versions of the logos. The Structures segment name is standardized to a single 1/3X height. The logo should not be reset or modified in any way or under any circumstances. Download the approved logos from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Logo Minimum Clearance Zone Align Minimum Logo Clear Zone (1X) Preferred Logo Clear Zone (2X) 1/4 X 1-1/4 X 1/4 X 1/3 X Valmont Brand Standards 45

46 SEGMENT STANDARDS Valmont Engineered Support Structures Colors PRIMARY COLORS CMYK: 17/25/22/51 RGB: 133/120/116 WEB: # CMYK: 30/42/34/75 RGB: 94/81/77 WEB: #5E514D The Valmont Structures color palette is an important part of our Valmont corporate color scheme, yet allows the segment to establish its own identity. Please keep in mind: PANTONE 409 SECONDARY COLOR PANTONE 411 These colors are assigned to help prevent the brand from becoming too monochromatic. These colors are intended to be used sparingly. PANTONE 2168 TERTIARY COLORS CMYK: 91/44/30/57 RGB: 37/74/93 WEB: #254A5D Consistent use of the approved color palette will maimize brand impact and recognition in the marketplace building brand equity. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. If you have any questions, please contact the Global Brand Manager at PMS 2985 PMS 370 PMS 418 CMYK: 60/0/3/0 CMYK: 62/1/100/25 CMYK: 38/26/40/72 RGB: 91/194/231 RGB: 101/141/27 RGB: 81/83/74 WEB: #5BC2E7 WEB: #658D1B WEB: #51534A BLACK PMS 431 PMS 7527 CMYK: 0/0/0/100 CMYK: 45/25/16/59 CMYK: 3/4/14/8 RGB: 0/0/0 RGB: 91/103/112 RGB: 214/210/196 WEB: # WEB: #5B6770 WEB: #D6D2C4 Valmont Brand Standards 46

47 SEGMENT STANDARDS Valmont Engineered Support Structures Signature With the number of s we all send every day, the signature has replaced the business card as our primary form of identity and association with Valmont Structures. Please use this template, copy and paste it into your signature block, and replace with your specific information to build your own signature. Go to valmont.com/brand to download the signature template that you can then just alter with your personal information. Please remember: All font sizes, font weights and tet colors must remain as provided (with the eception of the mobile device). Images, fun/ inspirational quotations, false job titles and backgrounds in your signatures are not acceptable. Required for All Company (New s) First/Last Name Job Title Valmont Structures Address Address 2 (optional) City, State ZIP Phone +1 (000) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com valmontstructures.com If you d rather input your own information, here is a simple guide: Your Name/Company Name: Font: Arial Bold 10 pt. Color: RGB 89, 89, 89 All other tet: Font: Arial Regular 10 pt. Color: RGB 127, 127, 127 and Web Links: Font: Arial Bold 10 pt. Color: RGB 0/0/255 If your mobile device does not allow you to build this signature or changes the format when pasting, the following is an acceptable substitute: First/Last Name Official Valmont Structures Job Title Valmont Structures Phone (optional) Mobile (optional) (Must Include at least one phone number) We appreciate your help in continuing to help build consistent branding and messaging for Valmont Structures. Valmont Brand Standards 47

48 SEGMENT STANDARDS Valmont Utility Many of the same standards set for the Valmont corporate logo apply to the Valmont Utility segment logo as well: Preferred Use Logo Logo with tagline The Valmont Utility logo includes the trademark V, the stylized valmont logotype including the segment name and a register mark. Please only use approved logo artwork and do not change its appearance in any way. Variations, however small, will reduce brand equity. Acceptable Variations (for use on dark backgrounds) Always use the most recent highquality versions of the logos. The Utility segment name is standardized to a single 1/3X height. The logo should not be reset or modified in any way or under any circumstances. Download the approved logos from valmont.com/brand. If you have any questions, please contact the Global Brand Manager at brand@valmont.com. Logo Minimum Clearance Zone Align Minimum Logo Clear Zone (1X) Preferred Logo Clear Zone (2X) 1/4 X 1-1/4 X 1/4 X 1/3 X Logo/Tagline Minimum Clearance Zone Minimum Logo Clear Zone (1X) Preferred Logo Clear Zone (2X) 1/4 X Align 1-1/4 X 1/4 X 1/3 X Valmont Brand Standards 48

49 SEGMENT STANDARDS Valmont Utility Colors PRIMARY COLORS CMYK: 17/25/22/51 CMYK: 30/42/34/75 The Valmont Utility color palette is an important part of our Valmont corporate color scheme, yet allows the segment to establish its own identity. Please keep in mind: PANTONE 409 RGB: 133/120/116 WEB: # PANTONE 411 RGB: 94/81/77 WEB: #5E514D These colors are assigned to help prevent the brand from becoming too monochromatic. These colors are intended to be used sparingly. Consistent use of the approved color palette will maimize brand impact and recognition in the marketplace building brand equity. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. If you have any questions, please contact the Global Brand Manager at SECONDARY COLOR PANTONE 159 TERTIARY COLORS PMS 2168 PMS 647 PMS 5483 CMYK: 91/44/30/57 CMYK: 96/54/5/27 CMYK: 65/11/25/27 RGB: 37/74/93 RGB: 35/97/146 RGB: 79/134/142 WEB: #254A5D WEB: # WEB: #4F868E BLACK PMS 431 PMS 7527 CMYK: 1/72/100/7 RGB: 203/96/21 WEB: #CB6015 CMYK: 0/0/0/100 RGB: 0/0/0 WEB: # CMYK: 45/25/16/59 RGB: 91/103/112 WEB: #5B6770 CMYK: 3/4/14/8 RGB: 214/210/196 WEB: #D6D2C4 Valmont Brand Standards 49