Organizational Identity and Branding Manual

Transcription

1 Organizational Identity and Branding Manual

2 Table of Contents Introduction & History...1 The SAE Name...1 The SAE Brand...3 Logo Standards...4 Managing the Brand...12 Logo Creation, Representation, & Usage - Internal...13 Logo Creation, Representation, & Usage - External...19 Advice and Approval...21 The rules and specifications contained in this manual are NOT to be considered voluntary or flexible. These rules are not to be "bent" to suit personal tastes or business unit needs.

3 1 I. INTRODUCTION AND HISTORY In today s business market, a cohesive identity program can be one of our organization s most valuable assets. SAE International enjoys a strong, recognized brand throughout the mobility community. Because maintaining a consistent identity is so important to branding, SAE International has developed the following identity guidelines. Brands can take years to build and develop, and they are a vital component of communicating our message to our customers. Strong brands are those that can elicit a reaction simply by the sound of their name or the sight of their mark. Successful organizations are those that create a positive correlation between the organization s market, their core values, and the products that represent them. We have created standards for consistent use and treatment of the SAE brand, as well as logo treatment and design element use for publications, brochures, and specialty items. We ve worked hard to shape SAE s identity, and we must work equally hard to protect it. When properly used, the following elements of the identity will create a unified look and help position SAE International as a strong and cohesive brand. From , SAE stood for Society of Automobile Engineers. In 1916, the American Society of Aeronautic Engineers and the Society of Tractor Engineers merged with SAE to form the foundation for what we now call our Aerospace and Off-Highway activities. SAE member Elmer Sperry created the term automotive from Greek autos (self) and Latin motivus (of motion) origins to represent any form of selfpowered vehicle. The Society of Automobile Engineers became the Society of Automotive Engineers. Public perception and feedback over the years, however, has indicated that the word automotive in most English-speaking regions connotes automobile-related and therefore does not adequately represent all of our constituents and activities. Today, the name SAE International stands for a global organization that includes a number of customer groups in all forms of mobility. We will therefore use the name SAE International in lieu of the outdated Society of Automotive Engineers format. II.THE NAME The Society s name has three forms*: SAE (no periods) SAE International Society of Automotive Engineers * The official name Society of Automotive Engineers, Inc. exists only in legal documentation for incorporation purposes, but this format should never be used in any business context by any employee. It is essential to always use the correct name when referring to the organization. Below are some common incorrect descriptions of our brand: The SAE The Society of Automobile Engineers The Society of Automotive Engineering The Society of Aerospace Engineers

4 2 SAE AS A REGISTERED TRADEMARK SAE has registered its bug or logo as a trademark. The registration mark must appear with the logo on all printed materials, except letterhead, envelopes, and business cards, that are created, developed, and owned by SAE. The circle-r designation must be placed at the lower right of the logo as shown. The designation should be used on the first usage of the SAE bug on all signage and printed materials. It is not necessary to use the more than once in any document. The initials SAE and name Society of Automotive Engineers have also been registered. If you have any questions regarding the application and legalities of the SAE trademark, contact the SAE Brand Manager or the Executive Director s office. All of these names are protected by registered trademark. Trademark application has been made for the SAE International logo, created in SAE uses the newer SAE International logo on its corporate stationery and envelopes. The full name Society of Automotive Engineers should not be used on any letterhead, envelope, brochure, etc., where it is intended as a major design component. References to copyright on all new publications and web pages should read, [current year] SAE International. All rights reserved. Many existing publications spell out the full name Society of Automotive Engineers in this context. Changes should only be made to new documents and those being reprinted. The SAE or SAE International logos should always be an identifying element in the design of all printed and electronic material representing SAE.

5 III.THE SAE BRAND SAE BRANDING STANDARDS 3 Branding defined and illustrated Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. Walter Landor A brand is the collection of perceptions in the minds of your audience. A brand is very different from a product or service. A brand is, in fact, intangible and exists in the mind of those who interact with us. We can attempt to define our brand, but if in the minds of our constituents we don t deliver on the promise, it will not survive. Disney, Coca-Cola, Starbucks, McDonalds, and Nike are all consumer product companies that have spared no expense in developing, refining, and enforcing their branding. Behind each of these companies is a set of organizational values and a brand identity that is clearly understood by every employee. What does the SAE Brand represent? During a century of existence, SAE has changed its location, personnel, products, and even its logo. SAE s core values and products, however, have remained fundamentally constant in the minds of our constituents: SAE provides an ideal, non-commercial forum within which mobility practitioners can disseminate and exchange high quality technical information. SAE develops outstanding educational programs from which mobility practitioners can receive a lifetime of professional development opportunity. SAE is a worldwide leader in the development of consensus standards for all mobility industry/communities. SAE always seeks to advance individual careers, benefit the global mobility community, and does so for the betterment of humanity. The SAE brand is enhanced when we as staff continuously reinforce these ideals through our product development, marketing, and customer service activities. The SAE bug and new SAE International, SAE Aerospace, and SAE Off-Highway logos are symbols of the SAE brand, and they should represent the strength of SAE in every transaction or point of contact our organization has with the world. The next sections outline how the SAE brand should be displayed in a way that consistently communicates that strength.

6 IV. LOGO STANDARDS The following is an overview of the organizational identity standards for SAE International. You and your staff should become familiar with these guidelines. Uniformity in the ways we use the corporate identity will visibly demonstrate that all departments and all services are working together as part of a unified organization. 4 DEFINITIONS Bug SAE International Logo Entity Sometimes referred to as the bug, this is the stylized SAE with the reverse stripe through it. The word International is not part of the bug. The bug and logotype together make up the logo. As such, these elements should not be separated or altered, except in specific instances outlined below. The descriptive word to the right of the bug, displayed below. The entity is always representative of our entire organization ( International ) or one of our Brand Extensions. Bug Entity Brand Extension Descriptor The competitive strategy involving the application of a market-accepted brand to the organization s other products; traditionally targeted to a particular segment within the parent brand's general market. SAE Aerospace is a prime example of a Brand Extension in an SAE context. The words below all logos except for the master logo, which indicate that the group is An SAE International Group. The descriptor must accompany the Brand Extension at all times. Descriptor

7 THE SAE INTERNATIONAL LOGO: APPROVED LOGOTYPE USE 5 The approved colors are Pantone 301 blue and either white or black. In any printed application, color should be applied only as follows: Two colors The bug and descriptor are black or white, and the logotype/entity are PMS 301 blue (process color match: cyan 100, magenta 43, yellow 0, black 18; RGB match: red 7, green 76, blue 136). Black Pantone 301 (Process Color Match: Cyan 100, Magenta 43, Yellow 0, Black 18 RGB Match: Red 7, Green 75, Blue 136) The official, two-color logo is the preferred representation and should be used only on a background that will not reduce recognition of the logo. (A white background is always preferable.) SAE Graphic Services can determine acceptable color/background usage. One color There are three acceptable options: 1. The bug, descriptor, and logotype/entity are solid black. 2. When only the SAE bug is represented by itself, it may be represented in solid black, solid white, 100% PMS 301 or a color approved by SAE Graphic Services or Brand Manager. 3. When reversing the logo out of a colored or black background, all elements will appear as solid white. The entity must always be the same height as the bug. Entity same height as icon. Entity same height as icon.

8 DO NOT place the bug above the logotype. 6 International Technical Papers The official typefaces are incorporated in the logo and have been converted as paths/outline form in the graphic file. It is not necessary for you or anyone wanting to display the logo to have the fonts on your computer. DO NOT substitute any typeface in the entity name. DO NOT substitute a product name for the approved entities. Graphics Services DO NOT alter the master logo by substituting any department names. DO NOT place the entity name or any other name over the bug. DO NOT distort, compress, or stretch the logo in any way. If the full logo does not fit the space provided, use the SAE bug only. SAMPLE YOU MAY use the SAE bug as wallpaper for a background graphic, provided it is used for official SAE International business only. Other entities may not use the SAE logo in this manner. DO NOT use any of the SAE logos: SAE International, SAE Aerospace, or SAE Off-Highway in wallpaper.

9 3/ 16 inch (4.8 mm) high 3/ 16 inch (4.8 mm) high 3/ 16 inch (4.8 mm) high 3/ 16 inch (4.8 mm) high SIZING RESTRICTIONS The full logo must not appear in a size that renders the descriptor unreadable or presents the bug smaller than 3/16 inch (4.8 mm) high. In instances when the logo is needed in a space smaller than this (CD-ROM spine, for instance), the bug alone can be used. PROPORTIONS All SAE International logos must always be used in their original, designed proportions. Never condense, expand, or distort the logo beyond its original proportions either height or width. Generally, holding the shift key will resize the image proportionally. 7 Entity same height as icon. Entity same height as icon. Entity same height as icon. Entity same height as icon. The typeface that composes the bug SAE is actually custom-designed artwork. As a result, a similar typeface must not be substituted for the letters SAE within the logo. This rule also applies to the various entities (i.e., International ) and the descriptor. Always use the complete logo as shown in this manual for all logo application requirements. BACKGROUNDS The SAE International and approved logos must always be used on a background that will not impede readability. Graphic Services personnel (see section VIII) may be contacted to determine approved readability of the logo. 40% value of black 50% value of black Caution should be exercised when using: The logo in its positive form (2 color/1 color) on color fields darker than a 40% value of black (or equivalent density). The logo in its reverse form on color fields lighter than a 50% value of black (or equivalent density). The logo should never be used on a pattern in either positive or negative format (i.e., in a box and reversed out of a light background in positive form). Samples of Acceptable Backgrounds Subtle Shades Brushed Metal Samples of Unacceptable Backgrounds Busy Patterns Busy Patterns

10 PRINTED MATERIALS 8 BUSINESS CARDS An approved business card design has been developed and is to be used by all SAE staff in this exact format with few exceptions. Those exceptions are PRI, STS, SAE Foundation, and SAE Magazines staff. These entities have their own approved formats. LETTERHEAD Letterhead is often the first impression individuals have of an organization. It is important for that first impression to convey a level of professionalism and quality that is reflective of our organization's core values. Only the official letterhead of SAE, one of its affiliates, an approved brand extension, or sub-brand should be used for official business with external audiences. 400 COMMONWEALTH DRIVE (724) WARRENDALE, PA The Engineering Society for Design, Production, Operations and Maintenance of Aerospace Vehicles Photocopies or other scans of the official letterhead should not be used for correspondence with customers and members unless the photocopy is for the purpose of distribution of an existing letter to a committee or volunteer group. Informal and internal communications should not be done on our letterhead. Official SAE letterhead should not be altered or modified in any way. Letterhead and envelopes for staff located at the Pittsburgh World Headquarters will state only the address, phone, fax, and information, and will not state "Pittsburgh World Headquarters" as part of the design. Stating the location under the SAE brand is important only when the location is significant, as in the case of the SAE Automotive Headquarters in Troy, MI, and the Washington, D.C., office.

11 AUTOMOTIVE HEADQUARTERS 9 SAE RELEASE LETTERHEAD In order to maximize our visibility and effectiveness in our various markets, SAE releases should be sent on the appropriate News, Products, or Events release letterhead. Samples of official release letterhead are shown. Letterhead for SAE International, SAE Aerospace, and SAE Off-Highway are available for all three types. Only Corporate Marketing and Public Relations personnel should use release letterhead.

12 BROCHURE GUIDELINES Brochure and program design samples that utilize the correct logo(s) have been developed to accommodate creation of brochures for various SAE departments and service lines. Contact Graphic Services if you have an idea for a new SAE-related brochure to determine if it can be developed in house or by an outside vendor. 10 PRINTED COMMUNICATION Publications: Programs, books, brochures Use internal memos without a logo for internal communications when the target audience is an individual staff person, a department, or small staff group. For messages that need to go to all employees or large numbers of people internally and externally as policy or organizational printed communications, SAE letterhead or official press release letterhead should always be used. POSITION OF LOGO The SAE logo and name must appear on all SAE publications, including manuals, pamphlets, programs, newsletters, and promotional materials. For covers, the logo should appear at the top or bottom of the page. If the logo and name are at the top of the page, nothing else should appear above or equal to the level of the logo. Likewise, if the logo is at the bottom of the page, nothing else should appear below or equal to the level of the logo. SPECIALTY ITEMS The logo is the sole property of SAE International. If you plan to purchase items that will display the SAE logo, you must receive prior approval from the Corporate Purchasing. If you plan to issue printed communications to internal or external audiences that incorporate the logo, please contact Graphic Services or the Brand Manager for the correct artwork once you have notified purchasing. ACCEPTABLE ORIGINAL ARTWORK To ensure high-quality reproduction and usage of the corporate identity, it is critical that you provide your suppliers with the proper materials. Do not use photocopies of logos, masthead, or stationery. Camera-ready artwork is computer-generated line art that is necessary for proper scanning resolution and clear reproduction.

13 ELECTRONIC FORMATS LOGO ARTWORK Digital artwork is an electronic file of the logo, artwork, etc., from which vendors can work directly to output for reproduction. Some common electronic formats and their usage are:.tif, or tiff ( raster or pixel-based) images that are usually high resolution and should not be enlarged. These can be used for print (resolution of 300 dpi or higher) or for PowerPoint presentations..eps, or encapsulated postscript ( vector or object-based) images that can be enlarged to any size without loss of quality. These can be used for print purposes, PowerPoint presentations, signs, and specialty items..jpg, or jpegs ( lossy loss web-based) images that can be high or low resolution and should not be enlarged. The resolution is not generally good enough for print..gif, or giffs ( lossy loss web-based) images that are always low resolution and should not be enlarged. A gif is usually not large enough to be used in a file that will be printed..bmp (bitmapped) images that are generally a PC format and cannot be enlarged without loss of quality. These can usually be used at 100% for printing purposes. The vendor s specifications and the nature of the project will determine which form of artwork is required. Please contact Graphic Services or the Marketing/Brand Manager s office for the correct materials. The use of the SAE International logo and brand extensions must adhere to these standards or be approved by the Brand Manager s office. 11 OLD SAE LOGOS The SAE logo used on our letterhead: The Engineering Society for Advancing Mobility Land Sea Air and Space should be phased out as quickly as is expedient. Use of the old SAE bug with the word International underneath should also be phased out, and this logo should not be used on any new materials after July 1, Priority for replacement of this logo is lower than that of the logo containing the old descriptor.

14 V. MANAGING THE SAE BRAND You, as an SAE employee, are responsible for managing the SAE brand. This is both a privilege and a responsibility. To succeed and do your best work, you must have a strong understanding of the SAE brand. You must also use good personal judgment and pay attention to details. Whether you are generating messages or developing a product, ask yourself these questions to gauge whether you are managing the SAE brand: 1. Is this message/product/service consistent with SAE values? SAE International advances mobility technology by providing lifelong engineering education and career advancement opportunities for the technical practitioner and the finest technical publications and technical standards activities for the global community. Within a dynamic environment, our Society facilitates the conversion of information to knowledge and promotes the intellectual exchange of ideas for the common good. 2. Does the product reflect the brand character attributes? High quality Relevant Timely Unique (in quality, content, character) Value added Global Is SAE s logo used properly in advertising/marketing/displaying the product? See section III. 4. Does this project pass the box test? (If I place my product among other items from SAE in a box, will it look like it belongs to the same organization as all of the others?) Any piece of collateral, publication, or announcement should reflect SAE s brand character. By integrating the look and feel of all of the contact points between our customers and ourselves, we capitalize on a century of innovation and quality that is the legacy of SAE.

15 VI. LOGO CREATION, REPRESENTATION, AND USAGE - INTERNAL 13 The logos below cause brand confusion and are considered unacceptable. Product Lines: Publications, Meetings, and Events Product Lines: SAE products are a large component of what perpetuates the SAE brand in the marketplace. The SAE brand is what gives these product lines a competitive advantage in the minds of our customers it represents the collective wisdom of our volunteers and intellectual contributors that gives our products a competitive edge. It is therefore essential that products and their marketing materials always display SAE identification prominently, and not a secondary logo which compromises the SAE brand. Events: Pictorial logos may no longer be created for SAE events. These logos detract from the marketing of the event as an SAE product and often cause brand confusion with our customers. Logos using the SAE logo and a consistent and appropriate typographic font or style are permitted with advance approval of the SAE Brand Manager. All SAE events must have the SAE name or logo represented at the beginning of the event name on all printed items, signage, and web pages. All existing pictorial event logos will be evaluated on a case-by-case basis. Jointly sponsored meetings SAE is involved in many jointly sponsored conferences. These meeting announcements and programs may require the names and logos of numerous entities. These samples shows three acceptable ways of accommodating co-sponsors and their logos.

16 Business Units: The development and use of logos for business units is strictly prohibited. It is not important for the marketplace to know how SAE is organized internally. Such logos could be seen as representing internal silos, which would be counterproductive. 14 Office Locations: The development and use of pictorial logos for SAE s three business locations is prohibited. This includes using the location as a part of a business unit (see example). It is not necessary to develop an individual visual identity for each product or service. Doing so produces confusion that is counterproductive to the SAE brand in the marketplace. Once again, our competitive strength is centered in the SAE brand and the quality of content it represents. For advice on any proposed new logos, you should contact the SAE Brand Manager before any development work is done. SAE World Congress SAE World Congress is a successful brand extension that has high recognition within the worldwide automotive technical community. While the logo for this important SAE product has changed over the years, the prominence of the SAE bug has remained. The current SAE World Congress logo is designated for use through at least Collegiate Design Series Collegiate Design Competitions are an important part of SAE s long-term membership, marketing, and public relations efforts. These events have built a strong following among college engineering programs and our own student chapters. The Formula SAE and SAE Mini Baja Competitions (like SAE World Congress), are highly successful brand extensions that have recognized logos within their marketplace. All Collegiate Design Series logos should have a clearly visible SAE bug integrated into their images (see sample). SAE Magazines The official SAE Magazines, Automotive Engineering International (AEI), Aerospace Engineering, and SAE Off-Highway Engineering, each have a different market share and identity within their respective segments. All three have a mutually beneficial relationship with SAE: they provide revenue and a high quality member benefit for SAE, and the tag official publication of SAE gives them instant credibility in the marketplace. These magazines are really sub-brands of SAE, and therefore should have a look and feel of their own as is dictated by the competitive environment in which they exist. It is important they each carry a small SAE bug, either in their title or in the official publication tagline, but as sub-brands, the size does not need to be as prominent as in the case of SAE products and brand extensions.

17 About sub-brands and brand extensions and logo development 15 A sub-brand can be an event, product, or service that has a persona in the marketplace and has brand values that separate it from the brand. Something that has its own unique identity and is proprietary can be trademarked. Sub-brands are the most likely of all derivatives of a brand to survive alone in the marketplace without affiliation with the brand. Common example: Sprite is a sub-brand of the Coca-Cola company. It has different packaging, appeals to a different market, yet it benefits from its relationship to Coca-Cola in many ways. SAE example: Automotive Engineering International magazine. Although distributed to much of SAE membership, it appeals to and is read by others who are not necessarily drawn to it because of its relationship to SAE. The relationship is mutually beneficial, and the magazine s name and logo are trademarked. A brand extension is an event, product, or service that is closely related to the brand but offers a different benefit or appeals to a different target market segment. Common example: Vanilla Coke is a brand extension of the Coca-Cola master brand. Its logo and packaging are closely tied to the brand. It relies heavily on its affiliation to Coke to succeed in the marketplace. SAE example: Formula SAE is an extension of the SAE brand. It appeals to a different audience and operates outside the core activities of the society, yet its affiliation to SAE and its student chapters is critical to its success. The key factor in determining the need for a logo or brand identity at SAE is what idea or concept are we trading on? SAE s core business is built on a century of providing lifelong engineering education, consensus technical standards development, and the dissemination of technical information. When you look at any given SAE product from the viewpoint of the customer, there are many pieces of information that are important (topic, price, location, date, etc). The reputation of SAE and the logo that represents it is the one element, however, that differentiates our product from our competition. When logos are created for events, departments, or locations, they compete visually with the SAE brand. They leave the customer confused about who stands behind the product and what level of quality they can expect. Great organizations do not allow this confusion to exist, and they manage their brands very tightly in order to do so. The table on the following page shows examples of sub-brands and brand extensions.

18 16 Table below lists current products and events that qualify for an individual product logo, and why. Product/Event SAE World Congress Category Brand Extension Rationale Global recognition of event. This event has an awareness within the automotive technical community as many names. Automotive Engineering International Formula SAE SAE Clean Snowmobile Challenge SAE Mini-Baja Aerospace Engineering SAE Off-Highway Engineering Sub-brand Brand Extension Brand Extension Brand Extension Sub-brand Subbrand Significant global market share not all of which is generated by SAE. Strong brand awareness outside SAE. Name recognition among collegiate engineering programs. Considerable brand loyalty in its market. Strongly tied to SAE. Has built media recognition and strong recognition among collegiate engineering programs. Name recognition among collegiate engineering programs. 23-year history. Considerable brand loyalty in its market. Needs to demonstrate newsworthiness and relevance in the open marketplace. Alignment with SAE Aerospace is helpful but not essential. Needs to demonstrate newsworthiness and relevance in the open marketplace. Alignment with SAE Off-Highway is helpful but not essential. A World In Motion Sub Brand Has an identity within schools and education circles. SAE benefits from connection to AWIM at least as much as AWIM benefits from SAE. Needs a visual hook in the marketplace. SAE Foundation Affiliate, Brand extension Connection to SAE is essential, but identity as a fundraising body has to be clearly separate. SAE Motorsports Aerospace Congress and Exposition (ACE) Brand Extension Brand Extension Not enough membership potential to become an entity or key constituent group. Conference only held biannually. Significant product sales to both member and nonmember customers who may or may not know about SAE. Needs recognizable logo to establish new customer base for SAE. Co-sponsored meeting, the SAE World Congress of Aerospace needs strong visual identity. USE OF ACRONYMS Do not use acronyms in reference to SAE products and events on any materials sent to customers. Existing customers may know what SAMC, AMTC, or GMD stand for, but many potential new customers do not. To this new audience we have to provide information that gives them a reason to purchase or attend without having to decipher what the acronym stands for. In marketing and advertising body text copy, acronyms can be used, but only after the full name has been used followed by the acronym in parentheses. [eg: Southern Automotive Manufacturing Conference and Exhibition (SAMC)] It is imperative that acronyms NOT be used in any headline copy on program covers, web page titles, packaging, or advertisements.

19 Use of SAE Letterhead SAE letterhead should only be used for official SAE business, and official SAE letterhead must be used as outlined in Section III. SAE Automotive Headquarters staff should use only official letterhead and envelopes containing the SAE Automotive Headquarters designation and address. SAE Washington D.C. office will use similar letterhead as shown in the sample graphic. Letterhead and envelopes for all three locations should look nearly identical at first glance, with only the address and location designation differentiating them. SAE Affiliates are encouraged to use their own logo on letterhead and envelopes, and they are encouraged to use one of the letterhead templates provided by SAE. These templates provide all SAE Sections with attractive letterhead while providing consistency in displaying the SAE Brand. The official SAE Sections letterhead template is available for download by accessing this web page in the forums section of the SAE website: If you choose to create your own section letterhead, it must be approved by SAE Brand Management. You may a copy or send it via regular mail to the SAE Brand Manager at the address listed on the last page of this manual. Website Branding The SAE website should be a reflection of the entire organization. Every page should clearly show the SAE Brand and contain the copyright statement, SAE International. All rights reserved. When creating an event or product web page, always assume that this page is a customer s first contact point with SAE. Increasingly, visitors are not starting their search for information with the SAE home page. All event titles should begin with SAE, and use of acronyms for meeting names should be used sparingly. Co-sponsored events should clearly state SAE s role in the event at or near the top of the page. Geographic affiliate websites may use their logo at the top of the home page (provided it conforms to guidelines in Section VII). An SAE bug logo should be visible somewhere on the home page, and it should provide a link to the SAE International home page. This link can stand alone or have the words An affiliate of over the logo/link. The SAE logo should be larger and appear to the left of or above all other logos except the affiliate s own logo on the home page. Business affiliate websites should also display their own logos at the top of the site. These sites should display the statement, An affiliate of SAE [SAE bug should be used, see sample] somewhere on their home page. The logo should provide a link to the SAE International website. 17 The SAE and all SAE Subsidiary websites must allow the visitor to use the Forward and Back navigation buttons. This allows open access to freely move to and from all of the SAE family websites. Our objective is not to capture our customers in one site or another, but rather to make navigation between sites easy. For more information on website branding, contact the SAE Brand Manager or the SAE Chief Information Officer.

20 Creation and use of URL addresses 18 The SAE website URL, is the cornerstone of SAE s e-commerce and web identities. It is important, therefore, that certain naming conventions be used consistently to identify all web URLs that are part of the SAE family of brands, brand extensions, and sub-brands. In effect, sae.org becomes the bug in our web presence, and it must be part of all of our principal pages and marketing pieces. The URL addresses given below are external addresses to be used in marketing pieces, and they could actually forward to another URL once inside our server due to the dynamic links we have created. 1) Affiliates and sections should use the format This allows the site to be submitted directly to commercial search engines for indexing. In this format, the SAE Chicago section would become and In the long run, having a consistent naming convention for these affiliates will be of great value to the SAE brand. There is another category that would fall under this naming convention. It is beneficial to SAE to have a portal (such as as an indexed URL to attract visitors from outside our usual customer base. Potential customers simply searching a commercial search engine for a given hot technology may not be familiar with SAE. Criteria for obtaining this type of URL would be: SAE has a significant amount of content and products in the category, SAE has a strong position of leadership in that area, There is consensus among the CIO, Marketing, and Brand Manager that the topic area merits it. 2) For the small number of entities (SAE Aerospace for example) and brand extensions (eg: SAE Motorsports) we have in the marketplace, a format of is the best choice for name format. Addresses and clearly establish a strong Internet presence in the topic area, while keeping the SAE name front and center. The SAE brand in these cases clearly differentiates our presence in these areas vs. a collection of general information. These URLs would also be indexed by commercial search engines. Collegiate Design Competitions would fall into this category ( One exception to this format would be because its well-established name does not allow us to put the SAE first. 3) Individual products, product categories, and events would always use the format These URLs could not be submitted to search engines directly. However, the Southern Automotive Manufacturing Conference, for example ( would use its URL in promotions that is both consistent from year to year and easy to affiliate with the SAE brand.

21 VII. LOGO CREATION, REPRESENTATION, AND USAGE - EXTERNAL 19 Identification of Subsidiaries Some parts of the Society, such as affiliates, sections, and conferences, have used their own individual logos in addition to the SAE logo. However, SAE sections, affiliates, and business units derive their competitive strength in the marketplace from the SAE master brand. Therefore, the SAE logo must always be included as an identifier for all affiliates, sections, and SAE product lines, and should be used prominently in all instances. There are distinct differences in the way each should be approached. The following outlines new rules regarding usage of the SAE logo and the development of SAE subsidiary logos. Affiliates: Affiliates are classified in two groups Business Affiliates (As of July 2002: Service Technicians Society, Performance Review Institute, SAE Foundation), and Geographic Affiliates (SAE Brasil, SAE Australasia, SAE India). Business Affiliates: It is appropriate for business affiliates to maintain their own logo and to have their own identity. These entities benefit from their association with SAE, but their principal business plan and product line are distinctly different. Business Affiliates should display the prescribed an affiliate of SAE [logo] on all printed and web-based materials in an appropriate location on the first, or main, page of the piece (see samples). Geographic Affiliates: As of July 2002, there were only two such affiliates in the SAE family: Brasil and India. Geographic Affiliates have grown to have significant membership numbers and engage in the creation of activities and products targeted to their specific regional audience. Geographic affiliates should be represented with a logo that includes the SAE bug, followed by the region of affiliation in matching type of the same size. Sections: Sections are groups of SAE members classified almost exclusively by geographical area. A small number of sections in remote locations are aligned by technical area or a single company. Sections may refer to themselves as either The East Texas Section of SAE, or SAE East Texas Section. No other method of naming is permitted. It is acceptable to use type only to represent the SAE if it is in the same typestyle as the rest of the name. Use of the SAE bug is preferred, and the bug should be a size that is prominent.

22 20 Collegiate Chapters: Collegiate chapters should identify themselves in one of these formats: The Acme State University Chapter of SAE International SAE International - Acme State University Chapter SAE Acme State University Chapter SAE International at Acme State University Acme State SAE International Chapter Use of the full Society of Automotive Engineers name is discouraged, as described on page 1. Collegiate Chapters, like Sections, may use type only to represent the initials SAE, provided it is in the same font, style, and weight as the rest of the heading. Use of the SAE bug is preferred, and the bug should be a size that is easy to read. If a collegiate chapter has a website or other form of communication dedicated to participation in a Collegiate Design Competition, it may use the name or logo of that competition, as long as the SAE name or logo is properly used and readable. On any collegiate web pages dedicated to an SAE Collegiate Design Series, that page must somewhere provide a link to the official SAE page dedicated to that competition. Information for creating that link can be obtained from SAE Education Relations staff. Designs for any Collegiate Design event clothing design utilizing the SAE bug, SAE logo, or any of the Collegiate Design event logos must receive prior approval from the SAE Education Relations staff and the SAE Brand Manager.

23 ADVICE AND APPROVAL These standards have been developed for use as a resource by anyone responsible for the creation or implementation of new communication materials. Should additional information or interpretation be needed, please contact: Brand Management Steve Yaeger Phone: syaeger@sae.org 21 Graphic Design Michael Schindel: schndl@sae.org Wayne Silvonic: waynes@sae.org Tim Matisko: matisko@sae.org Barb Lightner: barbl@sae.org Trademark Cindy Graham: cindy@sae.org Intellectual Property LaVerne Winkowski: lavern@sae.org Licensed Goods/ Purchasing JoAnn Schneider: joanns@sae.org PR/Messaging Mark Burd: mburd@sae.org Keith Hancock: khancock@sae.org Education Relations/Collegiate Design Steve Daum: daum@sae.org Shanin Hart: hart@sae.org Web Applications Kevin Mahler: kmahler@sae.org