Corporate Identity Manual

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Irma Hunter
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1 Corporate Identity Manual

2 Our Corporate Identity It takes time to develop a corporate identity and to build a strong brand. For Car-O-Liner this is a never ending process that started back in The Car-O-Liner identity is recognised and respected worldwide and we have the responsibility to treat it with awareness. We must take care to develop and adapt our identity and heritage to a changing world so that we may continue to stay ahead of our competitors. Our brand is what holds our company together. Since 2015 the name Car-O-Liner refers not only to the Car-O-Liner brand but to the Car-O-Liner Group which also includes the commercial brands Josam and TruckCam. With that in mind, the goal of this Corporate Identity Manual is to help us to achieve our marketing communication priority; there should never be any doubt that Car-O-Liner is the sender. We must always be clear and speak with the same voice at all times. By respecting the guidelines provided in our Corporate Identity Manual we will strengthen the Car-O-Liner name and brand and contribute to our success. From placement of logos on products, packaging and clothing, to the form of documents and presentations to the graphic profile presented in all possible marketing operations, consistent use of these guidelines will create a uniform image and One Team! We hope that this manual will make your marketing communication easier. For details regarding the usage of Josam and TruckCam identities or if you have any questions regarding the graphic manual and how to use the different elements, don t hesitate to contact the Car-O-Liner Corporate Marketing Communications Department. Car-O-Liner Corporate Marketing imarketing@car-o-liner.se 2

3 Contents Logotype Logotype Clear Zone Corporate Colors Trademarks Product Graphics Typefaces Signature PowerPoint Templates Stationary - Business Cards Stationary - Letter Paper Stationary - Envelopes Document and Telefax Press Releases Newsletters Product Sheet Product Catalogs and Brochures Advertising - Product Advertising - Recruitment and Image 3

4 Logotype The Car-O-Liner brand is our most valuable asset and the Car-O-Liner logotype is the single most important element of the corporate identity system. The logotype should be used on all material directly rlated to our products - catalogs, brochures, display and pointof-sale material, giveaways, exhibition stands etc. Examples of incorrect logotype: To maintain Car-O-Liner s high level of recognition and respect, the logotype must be used in its original form and cannot be altered in either color or proportion. It is preferable to use the blue logotype except when difficulties in using the blue color occur (such as when used njear the edge of visual material.) In this case the grey (first choice) or inverse (white, second choice) logotype may be used. In black and white print, the black logo may be used. If there are any doubts as how to interpret the instructions, please contact Car-O-Liner s Corporate Marketing Department. The Car-O-Liner logotype versions may be provided by the Corporate Marketing Department and can be downloaded from 4

5 Logotype Clear Zone A clear zone has been established for the Car-O-Liner logotype and must be observed at all times. X X X X The clear zone is the minimum required space between the logo and other typography, images or graphic elements. This ensures that the logotype is not crowded by other objects and that the visibility of the logotype is optimized. Everything, including images, typography, distributor names, adresses etc., must always be positioned outside the clear zone. The clear zone is determined by the height of the logotype, illustrated by the value X. The clear zone around the logotype will be equal to the height of X. It is essential that the logotype always maintains correct reciprocal proportions regarding height/width and line thickness. Under no circumstances is the logotype to be manipulated. 5

6 Corporate Colours Blue: PMS 293U C=100 M=57 Y=0 K=2 R=0 G=95 B= 170 HEX 006ab6 RAL 5005 Colour is as important as the logo itself to differentiate Car-O-Liner from its competitors. It must be used correctly and consistently to represent the brand in the most efficient way. The corporate colors are: Blue PMS 293U, PMS Cool Grey 11 and PMS Cool Grey 7. Grey: PMS Cool Grey 11 Black 70% C=50 M=42 Y=39 K= 23 R=117 G=119 B=122 HEX 75777a RAL 9007 Car-O-LIner Blue The base reference is always Pantone 293U. We have adopted a standard of values for the different mediums in which we use the logo. These values are presented under each color. Light grey: PMS Cool Grey 7 Black 30% C=42 M=32 Y=31 K=11 R=152 G=153 B=155 HEX 98999b RAL 9006 If a 4-color process reproduction is used then the specification is: C=100% Y=57% M=0% K=2% Tolerances are accepted within the range of C=90% Y=50% and C=99% Y=69%. Black 100% HEX RAL 9005 Colour is a powerful psychological tool and even if colours are not as clear-cut as words, most colours illicit associations and feelings: Blue: trust, reliability, belonging, coolness, calm and businesslike. For headlines, produces attractive tints, and allows highlighting of key points in the copy while not drawing much attention to the design itself. Grey/Silver: prestigious, timeless, scientific. For headlines or subheadings. More discrete than blue. A bit of grey will add a rock solid feeling. 6

7 Trademarks There are rules for the design and application of the trademarks of our products. Product Graphics play an important role since our products are what our customers come in contact with and use in their everyday work. To maintain Car-O-Liner s high level of recognition and respect, it is important to follow the new label system which has been developed to cover the entire range of Car-O-Liner products in a logical and consistent way (see Product Graphics). The painting of the products must also be strictly directed so that colour deviations caused by the manufacturing process will be as small as possible. See Appendix A for a complete list of our trademarks. 7

8 Product Graphics CTR welder, product graphics The main principle for labeling follows the basic rules of the use for the Car-O-Liner logotype: Blue label on grey product. Grey label on blue product. Yellow labels are no longer permitted, here as in all other areas. Speed Lifting platform, product graphics 8

9 Typefaces Headings and sub headings: Helvetica Neue Light Pro - Heavy* ABCDEFGHIJK abcdefghijkl Typography is an essential component in our visual identity. Used consistently it will contribute to creating a strong image of the Car-O-Liner brand. Helvetica Neue Light Pro - Bold ABCDEFGHIJK abcdefghijkl Helvetica Neue Light Pro - Medium ABCDEFGHIJK abcdefghijkl Body text: Helvetica Neue Light Pro - Light ABCDEFGHIJK abcdefghijkl Stationary: Arial ABCDEFGHIJK abcdefghijkl Web, PowerPoint and Arial regular ABCDEFGHIJK abcdefghijkl Arial bold ABCDEFGHIJK abcdefghijkl The main typeface, Helvetica Neue Lt. Pro has been chosen because of its exceptionally well drawn characters and its great legibility both on-screen and in print. It is the prinicpal typeface to be used within Car-O-Liner and comes in light, roman, medium, bold and heavy, all with italic versions as well. Standard Car-O-Liner type colours are black, blue and varying shades of grey. The typeface Arial is to be used for stationary; business cards, addresses on letters and envelopes. The typeface Arial is to be used for Internet, PowerPoint and applications. Typefaces should be used carefully and correctly so that they represent the Car-O-Liner brand and the corporate identity at all times. Please contact the corporate marketing department to receive the typeface package. *All fonts Adobe systems 9

10 Stationary Letterhead Company: Name: Address: Postcode: Country: The stationary reflects the spirit of our organisation, while a uniform and consistent graphic identity shows the company s dependability to both employees and customers, therefore it is also important that letters, as far as possible, must be formed according to the accepted international standard model. 15 November 2016 Dear Mr. X Correct use of the Car-O-Liner graphic identity on stationary will enhance the impact and clarity of the Car-O-Liner brand. The illustration shows how the first page of the letter should be produced. Give special attention to the placement of the logotype. Complete legal information should always be at the bottom of page one. In text Car-O-Liner must be written Car-O-Liner, never CAR-O-LINER. The second page may have a simpler form as it is only used in combination with the first page. Group AB Telefon Fax /Epost Org. Nr. Bankgiro SWIFT/BIC Car-O-Liner IBAN Hulda Mellgrens gata info@car-o-liner.se ESSESESS SE SE V:a Frölunda Telephone Telefax Website/Hemsida Moms reg. Nr./VAT- nr. Innehar: Sweden SE F-skattebevis A template is available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at 10

11 Stationary Envelopes 20 mm 20 mm It is important to follow National Post Office stipulations for envelopes. The logotype should therefore be printed in the top left-hand corner of the envelope, see example. A template is available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at 11

12 Stationary Document 15 November 2016 Dear Mr. X Company: Name: Address: Postcode: Country: Document Correct use of the Car-O-Liner telefax and document templates helps us to maintain our uniform image. It is as important here as in all other communication, there should never be any doubt that Car-O-Liner is the sender. Templates are available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at Car-O-Liner Group AB Telefon Fax /Epost Org. Nr. Bankgiro SWIFT/BIC IBAN Hulda Mellgrens gata info@car-o-liner.se ESSESESS SE SE V:a Frölunda Telephone Telefax Website/Hemsida Moms reg. Nr./VAT- nr. Innehar: Sweden SE F-skattebevis

13 Stationary Business Cards Each card should contain all the customary information for quick contact. The Car-O-Liner management and staff should be presented by name and title. Personal names and titles to be written in Helvetica Neue Lt. Pro Bold 7.5 pt. Adress, telephone numbers etc. to be written in Helvetica Neue Lt. Pro Bold 7/8.4 pt. There are versions for Car-O-Liner Group, Car-O-Liner, Car-O-Liner Truck & Bus and Car-O-Liner Academy. It is important to remember that our company name is Car-O-Liner and that we sell the brands, Car-O-Liner, Josam and TruckCam. The business cards should reflect this, therefore the Car-O-Liner logo is always at the top. The businesscards are shown in a scale of 1:1. A template is available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at 13

It is as important here as in all other communication areas.

It is important to remember that our company name is Car-O-Liner and that we sell the brands:

The image will be changed periodically, and at times locally per country/region, to reflect

14 Signature For Car-O-Liner Group and Car-O-Liner Brand For Car-O-Liner Truck & Bus Correct use of the Car-O-Liner signature helps us to maintain our uniform image. It is as important here as in all other communication areas. We must keep in mind that there should never be any doubt that Car-O-Liner is the sender. It is important to remember that our company name is Car-O-Liner and that we sell the brands: Car-O-Liner, Josam and TruckCam. The signatures should reflect this, therefore the Car-O-Liner logo is always directly under the sender s name and title followed by the brand logos. The image will be changed periodically, and at times locally per country/region, to reflect activities that should be advertized, for example tradeshows A template for the signature is available from the Corporate Marketing Department or on the Distributor Site at For Car-O-Liner Academies 14

PowerPoint Templates Car-O-Liner Group Of course there must be room for personal creativity when creating presentations, but it must be clear that Car-O-Liner owns the presentation and is the sender.

There are three versions of the template, Car-O-Liner Group, Car-O-Liner and Truck & Bus Car-O-Liner Truck & Bus The Car-O-Liner PowerPoint template consists of a white background in order to make

Use mainly black body type on the white background, since it is both practical and legible. For the sake of good legibility do not type too much text on each slide.

15 PowerPoint Templates Car-O-Liner Group Of course there must be room for personal creativity when creating presentations, but it must be clear that Car-O-Liner owns the presentation and is the sender. Therefore it is important to follow the guidelines shown in the illustrations on this page. There are three versions of the template, Car-O-Liner Group, Car-O-Liner and Truck & Bus Car-O-Liner Truck & Bus The Car-O-Liner PowerPoint template consists of a white background in order to make your message more visible and comprehensive. In the regular layout page, the Car-O-Liner logotype is always placed in the bottom right. Headlines are in Cool Grey 11 or PMS 293U. Use mainly black body type on the white background, since it is both practical and legible. For the sake of good legibility do not type too much text on each slide. Too many colors will be distracting and make your layout look unprofessional. Keep it simple. The first and last page should always be in accordance with the template. The given measurments, typeface and sizes of type, positions of images and logotypes are presented in the Car-O-Liner PowerPoint templates. If you use the function Show drawing guides you will see the margins and guidelines. These will help you to know where to put the heading, text and images in your presentation. Templates are available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at 15

Product Sheet Product sheet, front Our product sheets are an important sales tool for our customers around the world. It is important that all products are presented in the same basic layout grid.

Images, headlines, copy, technical specifications and logotype must always appear in the approved positions and in the appropriate size.

16 Product Sheet Product sheet, front Our product sheets are an important sales tool for our customers around the world. It is important that all products are presented in the same basic layout grid. It makes no difference if it is a welder, a bench or measuring equipment. Images, headlines, copy, technical specifications and logotype must always appear in the approved positions and in the appropriate size. This information is imbedded in the digital template available from the corporate marketing department. On the back side there is a space for the reseller or distributor s stamp in the lower right corner as in the example shown here. Product sheets for global products will be produced by the Car-O-Liner Corporate Marketing Department in Gothenburg and templates will be provided as needed to subsidiaries. Product sheet, back 16

There must always be that distinctive and unmistakable Car-O-Liner identity no matter which product the catalogue or brochure is presenting.

17 Brochures and Catalogues It is important that all products are presented in the same basic product catalogue or brochure layout grid. It makes no difference if it is a welder, a bench or measuring equipment. There must always be that distinctive and unmistakable Car-O-Liner identity no matter which product the catalogue or brochure is presenting. Product catalogue, cover Images, headlines, copy, technical specifications and logotype must always appear in the approved positions and in the appropriate size. Product catalogues and brochures will be produced by the Car-O-Liner Corporate Marketing Department in Gothenburg. Product catalogue, page 17

Mercedes Benz approves CMI3000II Car-O-Liner is proud to announce a new Mercedes Benz approval of our CMI 3000II MIG/MAG welder.

The new certification includes updates for aluminum welding such as aluminum welding parameters and push/pull torch possibility.

The Mercedes Benz approved versions have the following article numbers and models: 47661 CMI3000II MB 400V 47662 CMI3000II MB 230-500V Configuration

0 Return conductor, 5m, 50 mm2 Feed rolls, Blue 1.

18 Newsletter CAR-O-LINER Business Unit Automotive Newsletter No. 901 September 2016 Page: 1/1 The newsletter must incorporate the Car-O-Liner logotype printed in full color. Mercedes Benz approves CMI3000II Car-O-Liner is proud to announce a new Mercedes Benz approval of our CMI 3000II MIG/MAG welder. This new approval is based on the latest test procedures. The new certification includes updates for aluminum welding such as aluminum welding parameters and push/pull torch possibility. Intelligent Gas Control (IGC) is also standard. The Mercedes Benz approved versions have the following article numbers and models: CMI3000II MB 400V CMI3000II MB V Configuration CMI3000II MB Trolly with 2 lockable wheels Intelligent Gas Control, IGC Hose Package, ML 300 RF remote Length: 3m Contact tip: 1.0 Return conductor, 5m, 50 mm2 Feed rolls, Blue 1.0 V Push Pull Kit Tool Box Consumables Kit The standard template should be used for the top and bottom banners. The only information to be changed is the Newsletter number and the date. Typefaces and size Headline: Helvetica Neue 75 Bold Cool Grey 11 / Size 28 pt (Substitute font: Arial Bold) Lead paragraph: Helvetica Neue 75 Bold Black / Size 10 pt (Substitute font: Arial bold) Body text: Helvetica Neue 45 Light Black / Size 10 (Substitute font: Arial regular) For more information please contact your sales representative, or see Car-O-Liner Hulda Mellgrens gata 1 SE V Frölunda, Sweden Tel: info@car-o-liner.se 18

Press Releases CAR-O-LINER Press Release Press Release No. 022 June 2016 Page: 1 The press release must incorporate the Car-O-Liner logotype printed in full color.

19 Press Releases CAR-O-LINER Press Release Press Release No. 022 June 2016 Page: 1 The press release must incorporate the Car-O-Liner logotype printed in full color. Lamborghini approves Car-O-Liner Equipment The standard template should be used for the top and bottom banners. The only information to be changed is the PR number and the date. Typefaces and size Car-O-Liner is proud to announce that Automobili Lamborghini has approved Car-O-Liner frame straightening and measuring systems. The approval includes the Car-O-Liner Quick 42 frame alignment system, the Car-O-Tronic Vision2 X3 electronic measuring system, and the world-class EVO anchoring, holding and fixturing system. Only Lamborghini approved workshops will be given access to Lamborghini data found in the Car-O-Liner Car-O-Data vehicle measurement database. We are very happy and proud to welcome Lamborghini as a partner along with the other members of the Volkswagen Group: Volkswagen, Audi, Skoda, Seat, and Porsche, said Stephen Paschke, Sales Director for Car-O- Liner GmbH. This global partnership is further proof that Car-O-Liner equipment meets the high standards for product performance, service, support and distribution required by one of the leading vehicle manufacturers in the world. Car-O-Liner Car-O-Liner is the leading global provider of high-quality, technologically advanced collision repair equipment to the automotive aftermarket. For more than forty years, we have supplied the industry with innovative solutions, technical development, training and customer support. Over 60,000 Car-O-Liner collision repair systems are in use worldwide. The Car-O-Liner headquarters is located in Gothenburg, Sweden. Subsidiaries are located in Sweden, Norway, the USA, the UK, France, Germany, UAE, Thailand, India and China, and sells through local distributors in more than 70 countries. Headline: Helvetica Neue 75 Bold Cool Grey 11 / Size 28 pt (Substitute font: Arial Bold) Lead paragraph: Helvetica Neue 75 Bold Black / Size 10 pt (Substitute font: Arial bold) Body text: Helvetica Neue 45 Light Black / Size 10 (Substitute font: Arial regular) For further information and hi-resolution images, please contact Karen Eliason, Marketing Communications Phone: karen.eliason@car-o-liner.se Car-O-LIner Hulda Mellgrens gata 1 SE V Frölunda, Sweden Tel: info@car-o-liner.se 19

Advertising Product Aluminium Reparationer - perfekta lösningar för dina aluminium reparationsbehov System och lösningar för fordonsindustrins eftermarknad Since advertising is such a highly visible

Any deviation from the approved format and these regulations must receive prior approval from Car-O-Liner Group Hq. Besök oss på 13-17 SEPTEMBER Hall 11, Monter C65 www.car-o-liner.

Therefore it is extremly important to follow the Corporate Identity Guidelines when advertising in order to create a uniform image and a winning team.

20 Advertising Product Aluminium Reparationer - perfekta lösningar för dina aluminium reparationsbehov System och lösningar för fordonsindustrins eftermarknad Since advertising is such a highly visible way of presenting the Car-O-Liner brand to the public, consistency and high quality is of the utmost importance. Any deviation from the approved format and these regulations must receive prior approval from Car-O-Liner Group Hq. Besök oss på SEPTEMBER Hall 11, Monter C To maintain our strong identity, recognised and respected worldwide, we must treat the Car-O-Liner brand with great care. Therefore it is extremly important to follow the Corporate Identity Guidelines when advertising in order to create a uniform image and a winning team. Image advertising Use layout, typography and images in a mindful, creative manner that presents the special Car-O-Liner spirit and core values. Always use the Car-O-Liner logo, in blue or grey, in image advertising. Product advertising Our goal is to awake an interest in our products and services and to present them in a way that captures our customer s interest and creates a need to have feeling. The visuals should be striking, polished and express the well-known Car-O-Liner quality. Choose images carefully and use them boldly. A picture says more than a thousand words. 20

Advertising Recruitment and Image A recruitment advertisment might be the future employees s first contact with Car- O-Liner. Therefore it is important to make a good impression.

21 Advertising Recruitment and Image A recruitment advertisment might be the future employees s first contact with Car- O-Liner. Therefore it is important to make a good impression. No matter where in the world we recruit people we must always follow the Corporate Identity Guidelines to maintain our strong identity and to be immediately recognized. An image ad must reflect our Core Values; Integrity, Innovative, Willingness to change and Winning spirit. Since advertising is such a highly visible way of presenting the Car-O-Liner brand to the public, consistency and high quality is of the utmost importance. Use of layout, typography and images in a mindful way presents the special Car-O-Liner spirit and core values. We must never forget our main goal when we communicate with our market; that there should never be any doubt that Car-O-Liner is the sender! 21

22 Profile Clothing Our representatives are the company s faces outward. A friendly smile treat and a well-groomed exterior are seen as an important ingredient in the company s business. The staff s profile garments are an important part of the company s profile. We have clothing guidelines for: our sales representatives in conjunction with trade shows and other corporate events our Certification and Training staff other personnel such as method engineers etc. While we realize that it is difficult to match exact garments across the globe, it is possible to match style, color and logo placement. Please see Appendix B for details. 22

23 Appendix A Our Trademarks Measuring Equipment Car-O-Tronic Car-O-Mech PointX Car-O-Data Vision2 handeye Alignment Benches BenchRack Mark 6 Quick 42 Speed EVO Joining and Heating CTR12000 CTR7 CMI3000II CMI273 CMI183 CMI223 CM161 CM193 PNP 90 PNP 90XT 2 CH37 CH100 WorkShop Development WorkShop Solutions WorkShop Efficiency 23

24 Car-O-Liner Group AB Hulda Mellgrens gata Västra Frölunda, Sweden info@car-o-liner.se Car-O-Liner Group All Rights Reserved. Car-O-Liner is a trademark of the Car-O-Liner Group worldwide. No part of this document may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopied, recorded, or otherwise, without prior written consent from Car-O-Liner Group AB. 24

Electronic Measuring System with Vision2 X3 Software. Shown with handeye, a free wireless software application for ios and Android

EN Car-O-Tronic Vision2 X3 Electronic Measuring System with Vision2 X3 Software TM Shown with handeye, a free wireless software application for ios and Android The most advanced, easy-to-use Powerful and