The Flowserve Brand Guidelines. The Flowserve Brand. Experience In Motion. Experience In Motion. Live our values. Reflect our culture.

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1 Live our values. Reflect our culture. The Flowserve Brand Express the brand. Create an outstanding customer experience. Experience In Motion Achieve the vision. Flowserve Corporation World Headquarters 5215 North O Connor Blvd. Suite 2300 Irving, Texas, USA Telephone: For more information on standards and guidelines visit: Printed in U.S.A. January 2006 Experience In Motion The Flowserve Brand Guidelines

2 A brand is not a tagline or a logo. Rather, a brand is an expectation. It is about what we think and feel good or bad when we hear the name of a company, product or service. It is the mental real estate we occupy whenever a customer thinks of Flowserve. A powerful brand culminates from coordinated, consistent activities and communications that support a unique, compelling and credible promise. Each of us conveys the Flowserve brand in every message we send and every activity we perform. This booklet is a road map for understanding and delivering on our brand promise. As we understand and articulate our unique capabilities and attributes, we increase awareness, build loyalty and strengthen the ties we have with our customers. When we work together with a constant, unified voice, the future of the Flowserve brand offers unlimited potential and opportunity. Experience In Motion

3 Delivering fully on shareholder value is about more than meeting quarterly performance objectives. We fall short if we don t take advantage of the power of the Flowserve brand name. In practical terms, this means doing things that influence the emotional and rational reactions people have when they encounter the Flowserve name. From Wall Street analysts to existing and prospective customers, people feel and think things about Flowserve. These factors influence to some degree everything from stock valuation to product purchase and long-term relationship considerations. Reducing cycle times and exceeding customer expectations are key in developing trust with our customers. It is that trust in the Flowserve name that helps us continue to be recognized as the preferred global provider in our industry. I encourage you to fully embrace the Flowserve brand so that we may fully deliver on our potential to stakeholders and expand our industry leadership position. As we continue to migrate Flowserve from a producer of products to delivering services and solutions, the value and loyalty of the Flowserve brand name becomes essential. It s about being recognized as an integrated company able to use a broad portfolio of products, services and experience to exceed customer expectations. It s about putting our Experience In Motion. Flowserve Brand Promise From consumer goods to industrial equipment, customers buy leading brands. Strong brands create preference as demonstrated by the value of the Flowserve heritage brands. Our challenge going forward is to make Flowserve top-of-mind when our customers consider their fluid motion and control needs. We all play an important role in building and reinforcing the Flowserve brand promise. Everything we do contributes to the Flowserve identity. It ultimately creates the Flowserve Customer Experience the expectation we create for our customers and the company personality we emanate. Work with customers, other Flowserve divisions and business partners to leverage our expertise and broaden our portfolio of products to deliver best-in-class solutions will fulfill our brand promise. Lars E. Rosene, Chief Sustainability Officer and Vice President Public Affairs Lew Kling President and Chief Executive Officer

4 Why invest in a brand? A A powerful brand helps Flowserve achieve greater preference in our strong brand is the foundation for everything we do. A powerful Flowserve brand serves as our rallying cry. It is the basis for consistent messages and actions that ultimately build the Flowserve Experience for our customers. The Flowserve vision is to distinguish ourselves to our customers by delivering integrated flow management solutions as a global, unified, customer-centric business. Research shows that: Our customers consider brand reputation to be extremely important when selecting suppliers. Leading brands command the greatest market share. served markets, gain market share and ultimately achieve our vision. 4 5

5 hen does a brand matter? Every time anyone a customer, investor, supplier, partner, associate comes in contact with Flowserve, they experience the Flowserve brand. Whether at headquarters, the plant or in the field, we must continually express what makes Flowserve unique. We communicate these traits by what we say and what we do. That s why it is important to keep top-of-mind the key facets of the Flowserve brand promise. People experience the Flowserve brand visually and through their interaction with associates and our products. Customer loyalty to our brand increases as we build a strong brand identity in all of the following areas: Customer Experience Responsiveness Solutions value Product performance Useful Web site Learning center Environmental Building signage Vehicle fleet marking Site lobbies Products Trade dress Labeling Packaging, shipping materials Performance Investor Relations Annual report Earnings calls Investor road shows Shareholder conferences Communications Trade shows Advertising Literature Media/government affairs Trade publications Corporate identity Associates Living Flowserve s Code of Business Conduct Internal culture Delivering the brand promise Recognition and reward 6 Interactive Media Web Videos Creative Media 7

6 How do we define our brand? The Flowserve Experience Simply stated, our brand promise is: Flowserve is a trusted partner that uses our collective resources and experience to deliver products, services and solutions that help customers exceed their business goals. Ultimately, our brand is defined by a feeling, a personality, a set of attributes. Our core values define what we expect from each other and what our customers expect from us. Embracing these values is fundamental to creating the Flowserve Experience the right touch, the positive impression we make with every customer contact. Our Six Values Flowserve core values built around the customer the reason we exist. Commitment a promise is a promise; execute reliably in all market conditions Collaboration the right people working together; use our portfolio of possibilities Creativity think beyond boundaries; embrace change and new ways of thinking Competence add value in everything we do; be seen as a trusted advisor inside and outside the business Confidence take productive risks; act with self-confidence; demonstrate managerial courage Character live the Flowserve Code of Business Conduct; stand up for what is right 8 9

7 What does our brand mean? The Flowserve Brand Message Extensive research involving Flowserve associates, customers and partners identified three defining characteristics that set Flowserve apart from the competition. Taken as a whole, these characteristics describe the overall Flowserve brand message. Flowserve works together to solve problems. This primary Flowserve brand promise applies at many levels. Flowserve is a trusted partner bringing unequaled know-how, experience and a spirit of collaboration to its customers. The Flowserve portfolio of related fluid motion and control products is unmatched; this breadth of products along with a full menu of technical support services enables customers to exceed their business goals. Flowserve fosters collaboration between associates, divisions and partners, bringing ideation to new levels. Flowserve heritage brands comprise the broadest, most respected product portfolio in our industry. Each heritage brand represents years of trust and respect in numerous markets and geographic regions across the globe. Known for high quality, superior reliability and advanced technology, these brands provide a sturdy foundation on which we build and reinforce the Flowserve brand. Flowserve associates strive to be the brightest, most customer-oriented resources in our industry. No company brings more talent, technical expertise and applications knowledge to our served markets. Flowserve continues to leverage and build upon this strategic advantage

8 How The Flowserve tagline is the prominent vehicle for communicating the brand message. It captures the essence of the Flowserve brand in a simple phrase: do we communicate our brand? Experience In Motion We will put our Experience In Motion for customers every day as trusted partners to assist them in exceeding their business goals. Experience (1) Our customers depend on our experience, attentiveness and collaboration to solve their most difficult problems. The combination of industry-leading talent and renowned legacy brands means unequaled performance and unparalleled access to know-how and technology for our customers. (2) The Flowserve Experience is about positive interaction with our customers and is the cornerstone of our brand. Motion (1) No word better captures the pace of growth, the ambition and the action of Flowserve associates; we constantly learn and adapt to bring creative solutions to our customers. (2) Just as with the fluids that move through our products, Flowserve swiftly moves to dominate our markets; we are a company in motion. Flowserve has, and is, Experience In Motion. Together these words speak to our unparallelled heritage and experience in the fluid motion and control business. They reflect how we continually learn and infuse new technology in our products and services. And they symbolize how Flowserve puts our Experience In Motion every day as a trusted partner to our customers, helping them exceed their business goals worldwide

9 Standards and Guidelines Standards and Guidelines Performing and communicating in a consistent manner are critical to building a powerful brand. Consistent use of carefully constructed visual elements is necessary for building a harmonious and cohesive identity. While the Flowserve logo provides the strongest visual representation, proper use in all communications of heritage brands, color, typography, and other imagery ensures that Flowserve becomes the most recognized, most trusted brand in the industry. Flowserve Logo The Flowserve logo is the cornerstone of our brand identity. Its bold color and simple design provide a memorable image and should be given prominent and appropriate presence in all of our communications. Flowserve Primary Color Palette Flowserve primary logo colors are Pantone 485 Red and Pantone Warm Gray Red, chosen to attract attention and stand out in a crowded market, perfectly complements the subtle corporate tone of Warm Gray 8. When used consistently and properly deployed in all media types, these colors become indelibly linked to the Flowserve brand. Logo Usage The Flowserve logo should be used with the trademark protection designation. Existing stationery and materials with the original TM should be changed to the designation. It is important that the logo be used with the correct registration symbol, both to protect the logo from improper use and to prevent potential loss of trademark protection. F F F F F Approved logo Note position of mark The logo may also be used reversed out of a background, creating a white Flowserve logo. White on red is preferred; gray or black backgrounds are also acceptable. The red logo may also be used on black. The logo should not be used over a pattern or multiple colors. The clear space requirement for the Flowserve corporate logo is defined as 1.5x letter height distance above and below the FLOWSERVE portion of the logo and 2x letter width distance to the left and right. Flowserve Red Print, 1- and 2-color Print, 4-color Web color On-screen (PMS 485) C = 0 R = FF R = 255 M = 100 G = 00 G = 0 Y = 100 B = 00 B = 0 K = 0 Flowserve Gray Print, 1- and 2-color Print, 4-color Web color On-screen (PMS Warm Gray 8) C = 0 R = 99 R = 144 M = 9 G = 99 G = 132 Y = 15 B = 99 B = 116 K = 43 In one-color printing it is acceptable to use black for the logo or to reverse it out of the printed color. Black White Reversed logo on Flowserve Red Reversed logo on black Flowserve Corporate Fonts The corporate font for Flowserve is the Helvetica Condensed family for all corporate and division publications. On a PC platform this font is referred to as Arial. The corporate fonts for body copy of company correspondence, Web sites and PowerPoint presentations are Helvetica and Arial. To promote consistency throughout all materials, typography should always be set in upper and lower case. Flowserve Helvetica Condensed Black Flowserve Helvetica Condensed Bold Flowserve Helvetica Condensed Regular Reversed logo on Flowserve Gray Flowserve red logo on black Flowserve Helvetica Regular Flowserve Arial Regular Pantone 14 is a trademark of Pantone, Inc. All brand standards can be accessed on Passport, the company intranet or by visiting 15

10 Standards and Guidelines 16 Flowserve Secondary Color Palette The secondary color palette provides Flowserve with the flexibility and opportunity to add color and vibrancy to its communications in multiple media. These colors are for secondary use and should be applied only to Web and print materials as accent colors or to define sections of a large document. Web and on-screen colors have been adjusted for the computer environment. Flowserve Gold (used as an accent, or to draw viewer to key information) Print, 1- and 2-color Print,4-color Web Color On-screen (PMS 123) C = 0 R = FF R = 255 M = 24 G = CC G = 205 Y = 94 B = 33 B = 63 K = 0 Flowserve Slate Blue Print, 1- and 2-color Print, 4-color Web Color On-screen (PMS 647) C = 100 R = 00 R = 9 M = 56 G = 66 G = 98 Y = 0 B = 99 B = 179 K = 23 Flowserve Olive Green Print, 1- and 2-color Print, 4-color Web Color On-screen (PMS 455) C = 0 R = 66 R = 146 M = 17 G = 66 G = 120 Y = 100 B = 00 B = 0 K = 65 Flowserve Slate Purple Print, 1- and 2-color Print, 4-color Web Color On-screen (PMS 669) C = 76 R = 66 R = 93 M = 78 G = 33 G = 55 Y = 0 B = FF B = 189 K = 47 Flowserve Slate Teal Print, 1- and 2-color Print, 4-color Web Color On-screen (PMS 5473) C = 82 R = 33 R = 36 M = 0 G = 99 G = 136 Y = 28 B = 99 B = 126 K = 52 Flowserve Brick Red Print, 1- and 2-color Print, 4-color Web Color On-screen (PMS 492) C = 0 R = 99 R = 171 M = 70 G = 33 G = 43 Y = 66 B = 33 B = 37 K = 30 Flowserve Metallic Silver (used only with Flowserve corporate materials) Print, 1- and 2-color Web Color On-screen (PMS 8420) R = 153 R = 182 G = 153 G = 182 B = 153 B = 182 flush left off F in FLOWSERVE Flowserve Division Identifiers In environmental applications, such as building signage, a Flowserve division name can be presented along with the corporate logo. Note that the word division should not be included in this use. The preferred division identifiers are: Flow Control, Flow Solutions, and Pumps. The division identifier should be set in Helvetica Bold Condensed at a point size equal to 50 percent of the letter height of the FLOWSERVE logo. It may be used in one of three locations. Placement Option 1 Placement Option 2 Placement Option 3 Flow Control F F flush left off S in SERVE Heritage name should be spaced the equivalent of two F widths from logo Flow Solutions Flow Control Pumps & Pumping Systems 17

11 Standards and Guidelines Graphic Element The wave graphic is a design element used to further establish a consistent Flowserve visual identity. The preferred use of the graphic is horizontal across the bottom or top portion of the visual landscape, or as a dominant visual theme throughout. Vertical use is acceptable, but this approach should be limited to occasions when the shape of the communications vehicle is not conducive to a horizontal approach. It is encouraged to have a natural inclusion of red in photographs used within the composition or page. (see image below for reference) Literature Architecture To encourage a consistent visual look and feel for all Flowserve marketing materials, a literature architecture system including design specifications and templates is available. Be sure to refer to the Flowserve Brand Standards Resource Center Web site ( to utilize the most recent guidelines. Headline Level 1 Level 1 Subheadline Level 2 It is importais et iuscidunt wisis non eugiat nonullam vel dolut adiam nisi. Ectetuer iusci eu faccumm odolor sendre delestrud minit. How to use level 2 It is importais et iuscidunt wisis non eugiat nonullam vel dolut vel utpat. Duis nonsequat la commodo. Subheadline Level 3 How to use level 3 It is importais et iuscidunt wisis non eugiat nonullam vel dolut vel utpat. Duis nonsequat la coerciliquis nit wismoloborem in henim adiam. Always use wave at 100% horizontally with or without pictures. Community Interaction Flowserve promotes good citizenship and encourages associates to be invloved in political activities. Do not, however, perform The wave can also be used in red with white text. It is against policy for a Flowserve manager to direct you to make a contribution to any political party, committee or candidate. In addition, your status Experience In Motion The Experience In Motion tagline is an important component in both the visual and messaging aspects of the Flowserve brand. Care should be given to its appropriate and effective use. The same fundamental guidelines regarding color and clear space requirements of the Flowserve logo apply also to the Experience In Motion tagline. On covers, the tagline must sit on the horizontal line that lies directly centered between two points. The first being the top of the narrowest part of the swoosh. The second being the bottom of the page. align flush left with headline Top Baseline Bottom 18 19

12 Standards and Guidelines Proper Usage of the Flowserve Logo For marketing purposes, the heritage names associated with families of products may be used with the corporate logo. The heritage name should be set in Helvetica Regular Condensed Italic at a point size equal to 50 percent of the letter height of the FLOWSERVE logo. When referring to sub-brands in written documents, the sub-brand should be preceded by Flowserve (i.e., Flowserve Durametallic Seals, Flowserve Atomac Ball Valves). The Flowserve sub-brand name treatment was created to ensure a consistent presentation of the Flowserve name and brand with our heritage names. This dual branding treatment allows the Flowserve name to represent a broader portfolio of products, services and solutions while the heritage name carries forward the equity and loyalty that customers know and trust. It is what unifies our company and truly differentiates Flowserve in the market. product brand usage Placement Option 1 We All Build The Flowserve Brand The Flowserve vision is to be the most recognized and preferred brand in the global fluid motion and control industry. To accomplish this, we must have a common understanding of who we are. We must convey our brand promise clearly and concisely. Every communication must reflect our brand message, our personality and our attributes. Automax Automation Systems Placement Option 2 Placement Option 3 We pride ourselves in our ability to give our customers the respect they deserve and the response time they need to resolve problems. The activities we perform every day ultimately build the Flowserve brand. Byron Jackson Pumps Logo Usage Violations Byron Jackson Pumps Our brand will succeed not only through our actions, but also as a result of our commitment to support our name, our logo and our tagline. By adhering to established guidelines for all communications, from stationery to sales presentations, Flowserve will become the most recognized name in our served markets. Do not alter the shape of the logo. Flowserve s brand resource center is a Web site that houses all brand strategy documents, templates and guidelines for designers, logo download wizards and a number of examples of how to best use the Flowserve brand. You are encouraged to refer your agencies and production houses to the site as a resource for them. You may also contact a member of the Communications team or questions to intercom@flowserve.com. Do not use just a portion of the logo. Do not apply any effects to the logo 20 Do not put the logo in a containing shape. Do not apply any colors to the logo other then red, black and white 21