Leadership Performance Sustainability. Brand Guidelines

Transcription

1 Leadership Performance Sustainability

2 table of contents LPS BRAND GUIDELINES PAGE # LOGO GRAPHIC STANDARDS 3 6 BRAND GUIDELINES 7 8 AUDIO VISUAL 9 INTERCOMPANY GUIDELINES BRAND PERSONALITY LPS Brand Promise LPS is committed to consistent top quality products and services LPS is dedicated to optimizing our customer s business by reducing risk and increasing productivity LPS promises to employ and train knowledgeable, reliable, and helpful employees Page 2

3 graphic standards INTRODUCTION The value of the LPS brand is drawn from the quality of our products and the innovative solutions we provide to our customers. But our strong corporate identity is also the result of the various ways we come in contact with the public. Maintaining a consistent visual style in all our media communications provides a powerful tool to shape how our company is perceived. These brief graphic standards guidelines provide direction on logo use and color palette to ensure consistent representation of the LPS brand identity. These guidelines do not address every design scenario that could occur; they should be used as a means for solving brand identification problems, augmented by judgments based on good design principles and consistency with the LPS identification system as a whole. Page 3

4 graphic standards COLOR Color Pantone Solid185 is the official LPS red. Use the following formulas when printing the color: Pantone: 185 C or 185 U CMYK: 0, 100, 100, 0 RGB: 235, 0, 41 Page 4

5 graphic standards LOGO GUIDELINES Color Reproduction The logo can be reproduced in either positive or negative form. When reproducing the logo in positive form, use only LPS red or black. Background Color Control The positive LPS logo should be used only on light, neutral color backgrounds. Acceptable Acceptable Acceptable The logo may be reversed out of any solid color background that provides sufficient contrast. Acceptable Acceptable NOT acceptable Page 5

6 graphic standards LOGO DO S AND DON TS Editorial Use The logo acts as a symbol or emblem of the company and should never be used within editorial copy such as text, headlines, or slogans. LPS at a Glance LPS as a leader in the MRO industry for more than five decades, LPS Laboratories has provided convenience-packaged maintenance chemicals to industrial, aerospace, military, and telecommunications facilities world-wide. Acceptable at a Glance as a leader in the MRO industry for more than five decades, LPS Laboratories has provided convenience-packaged maintenance chemicals to industrial, aerospace, military, and telecommunications facilities world-wide. NOT acceptable Letters in the LPS logo represent only LPS Laboratories; the meaning should never be changed. Quality Lubricants NOT acceptable Visual Placement Do not place the logo within another graphic shape, or apply it to highly textured backgrounds. NOT acceptable NOT acceptable NOT acceptable Page 6

7 brand guidelines LPS BRAND LPS Brand: Message LPS supports organizations to turn their passion for quality service into valuable customer relationships by reducing risk and increasing productivity. This is accomplished through LPS s innovative, on-site tested, and proven top quality products; as well as its knowledgeable, reliable, and helpful employees. LPS Brand: Architecture PREMIUM CERTIFIED FOODLUBE Branded Feature PF TAPMATIC D-Gel VALUE X LINE TechLube Page 7

8 brand guidelines LPS BRAND LPS Brand: Distributor Guidelines LPS is committed to providing with you with not only top quality products and services but a brand that will enhance your product offering. In order for this to continue, LPS requests the following from you: All co-branded and/or LPS material, graphics, logos, and designs follow the LPS Logo, Design and Graphics Guidelines. Submit copies of co-branded marketing material you generate to LPS for reference. Initial Marketing Plan required by last day of April each year when using LPS Marketing Funds. See Marketing Funds Claim Form or your LPS regional sales manager for details. PURPOSE: Leverage knowledge, success, branding materials, and promotions for both of us. Page 8

9 audio visual AUDIO VISUAL LPS Brand: Video Guidelines At LPS we value the social media climate of today, and stand by our promise to deliver top quality products and services. Videos that demonstrate the LPS product advantage are a great way to share that message. Below we have labeled a few ideas and guidelines to assist you in the creation of LPS product videos. Use new LPS cans if you need examples or samples please contact the LPS Marketing Department Wear clothing appropriate for task at hand Wear LPS clothing if possible Keep LPS brand visible throughout video if possible Keep camera hand as still as possible Check lighting from all angles for best clarity before shooting Look into camera whenever possible SMILE Speak at a moderate pace Describe your actions and the results as you perform demonstrations Watch and listen to your video before you post it looking for anything that might take attention away from your key focus Do the demonstration at least once before you shoot the video Have a video storyboard printed so you don t forget important points during the shoot If you are new to creating videos research on-line for additional support, suggestions, guidelines, etc. If the demonstration result is small and difficult to see, zoom in to the finished demonstration so viewers can see results Whenever you mention a product name, phrase it with LPS first, ie: LPS PreSolve, LPS KB 88 Have a clear goal set in place for the video. Keep all talking points focused on that goal. We have also included three links for examples of two formal, edited videos as well as an informal You Tube style video. Click the links below and have fun! LPS 1 Greaseless Lubricant LPS KB 88 The Ultimate Penetrant Cleaning a clean Gun Page 9

10 intercompany guidelines LPS BRAND LPS Brand: ITW Intercompany Guidelines As proud members of ITW s House of Brands, LPS is committed to taking our stewardship of the LPS brand seriously. As the global leader of the LPS brand, LPS promises to be a standard bearer of the ITW guiding principles of Decentralization, the 80/20 process, and Innovation. To do this LPS will back up our promise by following these guidelines in regards to the LPS brand when working with you: Decentralization Open communications to understand and act on the ground level market expertise you have earned in your industry and region. 80/20 Process LPS will provide you with its most profitable products so you can focus on driving your market and margin growth. Innovation LPS will drive innovation in the MRO market through not only its product offerings but also its services and internal processes; so together, we can provide your customers with the latest and greatest MRO solutions. In order to continue providing world-class MRO solutions, LPS asks you to adhere to the following guidelines and principles in respect to our brand: Co-Branding. All co-branded and/or LPS material, graphics, logos, and designs follow the LPS Logo, Design, and Graphics Guidelines. Marketing materials. Submit copies of co-branded marketing material you generate to LPS for reference. Strategic fit for LPS products. Just as you are the market and industry experts in your fields, LPS is the expert in the LPS brand. In order to ensure that you are able to maintain your market and margin growth with LPS products; we ask that all LPS re-formulations, new formulas, LPS brand extensions, and new products be trialled and vetted with the LPS corporate team as the guiding and strategic partner. No products should be marketed as an LPS branded product without prior approval from LPS, the LPS brand stewards for ITW. Page 10

11 intercompany guidelines LPS BRAND LPS Brand: ITW Intercompany Guidelines (continued) New LPS products/brand extensions. Any LPS branded products approved by LPS and sold by ITW distributors will follow these basic guidelines unless otherwise approved by LPS : Cross-border. Any approved LPS brand extension approval is for your home country only. If you wish to market the LPS branded product in any other country, LPS approval is required. Reporting. We take our stewardship of the LPS brand seriously; we expect the same from those we trust to extend our brand. As such, if you have an approved LPS brand extension we require monthly sales reports detailing all LPS products sold. This will help both of us to determine if any unforeseen brand cannibalization is taking place, and positively, what LPS products are benefiting from the new introduction. Product Discontinuation. As the global stewards of our brand, LPS reserves the right to discontinue any product bearing the LPS name and brand. Any success stories of note should be submitted to LPS via , Facebook, LPS blog, or letter. Any end-user concerns, problems, or issues with LPS branded products be brought to the attention of an LPS division customer service rep or employee. PURPOSE: To leverage knowledge, service, and success stories across ITW segments; ensure regional and global opportunities are acted upon; strategic fit and alignment to accentuate margin and profit; and a more synergistic and global voice for the LPS brand. Page 11

12 brand personality SEGMENT DESCRIPTORS LPS Brand Statement Domestic For all businesses seeking professional MRO solutions; LPS is the product and service provider that gives you top quality products designed to reduce your risk and increase your productivity. How do we accomplish this? By providing consolidation programs with documented cost savings, safety training, and an innovative product offering meant to withstand the rigors of today s industry. LPS is committed to providing you with world-class MRO solutions. International For all businesses seeking professional MRO solutions; LPS is the product and service provider that gives you quality products designed to reduce your risk and increase your productivity. LPS has an innovative product line designed to provide you with world-class MRO solutions. Page 12

13 brand personality SEGMENT DESCRIPTORS MRO Solutions Industrial MRO Chemicals Aerospace MRO Chemicals Environmentally Friendly Chemicals Fire Arms MRO Chemicals Food Manufacturing MRO Chemicals The following pages will have examples of advertisements LPS has approved for our core segment descriptors. Please maintain this personality, color, and appropriate logo as you promote the LPS line within these segments. For sample ads or assistance please contact the LPS Marketing Department at Page 13

14 brand personality SEGMENT DESCRIPTORS LPS MRO Solutions LPS provides world-class MRO solutions supported by a company-wide commitment to added value and customer satisfaction. Working together with LPS can help streamline your business manufacturing chemical needs. PRESENT TRAIN & SUPPORT PROVIDE & CONDUCT Contact LPS Customer Service at to learn more about our solutions like those shown here! LPS LABORATORIES Page 14

15 brand personality SEGMENT DESCRIPTORS LPS Industrial MRO Chemicals LPS products for maintenance, repair, and overhaul to help keep your machinery running. PREMIUM PERFORMANCE HERE TO PROTECT UTILITY & INDUSTRIAL MANUFACTURING & FOOD MILITARY & AUTOMOTIVE AEROSPACE & AVIATION LEADERSHIP PERFORMANCE SUSTAINABILITY Page 15

16 brand personality SEGMENT DESCRIPTORS LPS Food Safe Maintenance Solutions LPS engineers NSF registered MRO products specialized for food industry facilities. FOOD SAFE MAINTENANCE SOLUTIONS LOWER MAINTENANCE COSTS, INCREASE EFFICIENCY, AND PREVENT RECALLS. LPS understands the challenges you face. And we re dedicated to helping you lower costs while preventing contamination, recalls, and downtime. From our comprehensive line of maintenance chemicals to our exclusive DETEX technology, LPS has your food safe solution. Page 16

17 brand personality SEGMENT DESCRIPTORS LPS Aerospace LPS provides MRO products for FBO s, commercial, military, carriers, and general aviation. Page 17

18 brand personality SEGMENT DESCRIPTORS LPS Fire Arms Chemical Solutions 1 PROVIDING THE SOURCE OF PROTECTION AND PERFORMANCE LPS Environmentally Friendly CLEAR THE AIR WITH LPS LOW VOC PRODUCTS Page 18

19 Leadership Performance Sustainability LPS Laboratories An Illinois Tool Works Company 4647 Hugh Howell Road Tucker, GA TEL: (800) or (770) FAX: (800) or (770) Internet Web Site: LPS Laboratories LPS is a registered trademark of Illinois Tool Works Printed in U.S.A. All Rights Reserved Form #GraphicStandard Rev. 8/2013