GRAPHIC STANDARDS
TABLE OF CONTENTS
Exmark Graphic Standards
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Exmark Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Clear Space and Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Acceptable/Unacceptable Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Logo Files . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Dealer Co-branded Logo Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
X Icon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Clear Space and Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Size/Ratio and Proximity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Exmark Logo and X Icon Usage Examples. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Acceptable/Unacceptable Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Logo Files . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Product and Additional Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Name Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Print Samples
Full-Page Trade Publication Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Full-Page Trade Publication Ad with Offer and Dealer Tag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Newspaper Samples. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Point of Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Web/Video Samples
Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
X Icon Gear Samples. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Product Branding Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
2
EXMARK LOGO
WHITE BORDER FOR REVERSE APPLICATIONS
REGISTERED MARK (when logo is on a white background, registration mark is black)
BLACK OUTLINE
WHITE TYPE
RED CIRCLE
3
Overview
The Exmark Logo is the main visual identifi er of the Exmark brand. There is only one Exmark Logo. It should appear in color whenever possible. One, two and four-color versions in positive and reverse are available for printing. A digital version is also available for optimal reproduction with screen applications. See page 6 for a complete listing.
Positive Reverse
4
Maintain a minimum clear space between the Exmark Logo and any other elements.
EXMARK LOGO
Draw a square the width of the Exmark “M” to measure clear space around logo.
1 m
Clear Space and Minimum Size
Preferred Size
A good rule of thumb for the size of the Exmark Logo is 1.125” on an 8.5” x 11” ad. Since there are many factors to take into account, use this as a starting point and not an absolute rule.
Minimum Size
To ensure legibility, the Exmark Logo should never appear smaller than this. Some processes, such as screen printing, may require a larger logo to be legible. Always consult with your vendors on specifi c jobs to assure acceptable reproduction of the logo.
1.125”
Acceptable/Unacceptable Usage
5EXMARK LOGO
4-Color on Exmark Red 4-Color on Exmark Dark Gray 4-Color on Exmark Light Gray
1-Color on Gray
4-Color on Black
1-Color on Black4-Color on uniform image areas
1-Color on Uniform Image Areas
Acceptable Logo Usage
The Exmark Logo should be used unaltered, in full color whenever possible. If only one color is used, the logo must be black or reversed.The logo may only appear on approved background colors and images as shown below unless written permission is received from Exmark Marketing Communications prior to production.
4-Color on uniform image areas
Do not place logo on busy image areas.
Do not place logo on other background colors.*
exmark
Never resize, skew or alter the proportions of the logo.
Do not use the logo as a part of another word.
Do not screen back any part of the logo.
Do not change the colors in the logo.
Do not recreate the logo with any other typeface or shape.
Unacceptable Logo Usage
tra
Do not place logo on other background colors.*
* On dealer co-branded materials or if Exmark is a sponsor and has no control over the colors of the materials, sponsored event, etc., placement of logo on other colors is permitted.
4-Color Process Logos
For CMYK printing such as magazine ads, direct mail and posters.
Digital Logos
For screen applications such as web and video. See color section for web color formula.
2-Color Spot Logos
For 2-color printing such as letterhead, business cards and screen printing.
1-Color Logos
For single-color jobs.
Logo Files
The following Exmark Logo fi les are available to download. If you are unsure of which to use, check with your designer or printer.
6EXMARK LOGO
Exmark_RGB.eps
Exmark_RGB_rev.eps
Exmark_CMYK_rev.eps
Exmark_CMYK.eps
Exmark_K_rev.eps
Exmark_K.eps
Exmark_PMS1805_rev.eps
Exmark_PMS1805.eps
Dealer Co-branded Logo Use
7
Co-branding guidelines are provided here to help dealers create their own Exmark materials. Use these logo lockups for wearables, identity (business cards, letterhead and envelopes), signage or other items that warrant equal dealer and Exmark exposure. It is not mandatory to use dealer and Exmark logos together. It is also OK for the dealer logo and the Exmark Logo to appear in different locations on an item—like front and back of a shirt. However, when they are linked, follow these guidelines:
EXMARK LOGO
SMALL ENGINE SPECIALISTS
SMALL ENGINE SPECIALISTS
Always use a .5 pt black rule divider.Width must match that of the longest logo.Use the 1m
clear space rule outlined on page 4.
Never make the dealer logo taller than the Exmark Logo.
Horizontal Dealer Logos—Stacked
Preferred dealer logo color is black.
SMALL ENGINE SPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTSSPECIALISTS
Vertical Dealer Logos—Stacked
Center logos vertically.
Dealer Logos—Side by Side
Size/ratio rules still apply on side-by-side versions.
SMALL ENGINE SPECIALISTSSPECIALISTSSPECIALISTS
SMALL ENGINE SPECIALISTS
SMA
LL EN
GIN
E
SMA
LL EN
GIN
E
SMA
LL EN
GIN
E
SPE
CIA
LISTS
Minimum width of stacked dealer logo should match width of Exmark Logo.
Maximum height of stacked dealer logo should also match width of Exmark Logo.
Dealer Co-branded Logo Usage Examples
8EXMARK LOGO
Below are examples of approved use of the dealer logo and Exmark Logo.
SMALL ENGINE SPECIALISTS
SMALL ENGINE
SPECIALISTS
SMALL ENGINE SPECIALISTS
John Doe, Owner
123 Any Address
Any Town, ST 12345
(123) [email protected]
SHIRTS CAPS
BUSINESS CARDS
PMS 1805CC5 M96 Y80 K22
100% BLACK
WHITE
Positive Reverse
9
Overview
The X Icon is the visual shorthand for the Exmark brand. Exmark owners or not, landscape professionals recognize and relate to our X Icon. They’ve seen the X Icon on their mowers, around town and/or inside dealerships. They have also seen it on hats, shirts and other gear. General consumers are not as familiar with the X Icon. Proper usage of the Exmark Logo and X Icon will help maintain cohesive brand recognition across all audiences. See pages 10 –12 for usage rules and examples.
X ICON
10X ICON
Draw a square the width of the X Icon’s largest stem to measure clear space around X Icon.
X Stem
Maintain a minimum clear space between the X Icon and any other elements.
Clear Space and Minimum Size
Minimum Sizes
To ensure legibility, the X Icon should never appear smaller than this. Some processes, such as screen printing, may require a larger X Icon to be legible. Always consult with your vendors on specifi c jobs to assure acceptable reproduction.vendors on specifi c jobs to assure acceptable reproduction.
.25”
SUNGLASSES*
* Because of the extra-small imprint area, sunglasses are one of the only items where X Icon usage is permitted by itself.
Size/Ratio and Proximity
11X ICON
The X Icon and the Exmark Logo work together in our communications. They should maintain the size relationship shown below when on the same side of an execution. In all cases when the X Icon is used, the Exmark Logo should be present in the same execution. The Exmark Logo may, however, appear without the X Icon.
X Icon Proximity to Exmark Logo
To avoid visual clutter, the X Icon and Exmark Logo should be separated by two X Icon widths when they appear together on the same side of an item.
Size/Ratio of X Icon to Exmark Logo
The X Icon and Exmark Logo must maintain the proportions outlined here for any size confi guration, except below minimum size of Exmark Logo outlined on page 4.
Exmark Logo and X Icon Usage Examples
12X ICON
Below are examples of approved use of the X Icon and Exmark Logo.
Single-sided Applications
Remember to adhere to size/ratio and proximity requirements on single-sided items.
CAPS
WEBSITETRADE AD
2012
CATALOG COVER444
EXMARK DIFFERENCE
If you’re an Exmark owner, chances are, you had a hand in building your machine. Whether you know it or not, you’re the reason the deck is deeper, the controls If you’re an Exmark owner, chances are, you had a hand in building your machine. Whether you know it or not, you’re the reason the deck is deeper, the controls
are smoother and the parts are fewer.
AD
VA
NTA
GE
IT COMES FROM THE DESIRE IT COMES FROM THE DESIRE TO MAKE THELANDSCAPE MORE BEAUTIFUL.LANDSCAPE MORE BEAUTIFUL.
INSIDE PAGE
X Icon on Multi-page, Multi-imprint Items
The X Icon and Exmark Logo do not need to appear on the same page of a multiple-page document, or on the same side of items with front and back or multi-imprint areas. When separate, X Icon and Exmark Logo size/ratio does not apply.
One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find a dealer near you at exmark.comTHE LAZER Z
THE WRONGMOWER DOESN’T CUT GRASS. IT CUTS YOUR
BUSINESS’ LIFESPAN.
-cite
SPECIFICATIONS 9SPECIFICATIONSX ICONSPECIFICATIONS
Acceptable/Unacceptable Usage
139139
Do not place X Icon on busy image areas.
Do not place X Icon on other background colors.*
X Icon on Exmark Red X Icon on Exmark Dark Gray X Icon on Exmark Light Gray X Icon on Black
Never resize, skew or alter the proportions of the X Icon.
Do not use the X Icon as a part of another word.
Do not screen back any part of the X Icon.
Do not change the colors in the X Icon.
Do not separate any pieces of the X Icon.
4-Color on uniform image areas
Unacceptable X Icon Usage
Acceptable X Icon Usage
X Icon on white background or light image areas
Do not place X Icon on other background colors.*
Reference page 14 for approved X Icon fi les.* On dealer co-branded materials or if Exmark is a sponsor and has no control over the colors of the materials, sponsored event, etc.,
placement of logo on other colors is permitted.
X Icon on Gray X Icon on Black
4-Color on uniform image areas
X Icon on white background or light image areas
Logo Files
14X ICON
4-Color Process Icons
For CMYK printing such as magazine ads, direct mail and posters.
Digital Icons
For screen applications such as web and video. See color section for web color formula.
2-Color Spot Icons
For 2-color printing such as letterhead, business cards and screen printing.
1-Color Icons
For single-color jobs.
The following X Icon fi les are available to download. Guidelines for use are provided. If you are unsure of which to use, check with your designer or printer.
Exmark_X_icon_CMYK.eps
Exmark_X_icon_CMYK_outline.eps Exmark_X_icon_PMS1805_outline.eps
Exmark_X_icon_PMS1805.eps
Exmark_X_icon_RGB_outline.eps Exmark_X_icon_K_outline.eps
Exmark_X_icon_K.epsExmark_X_icon_RGB.eps
Black version with white outline for reverse applications. Registered mark is white.
CMYK version with no outline. Registered mark is black.
Black version. Registered mark is black.
PRODUCT & ADDITIONAL LOGOS 15
Overview
Product logos, custom features and collection system logos are available in CMYK with, and without, the white outline; as well as black with, and without, the white outline. Contact Exmark’s Marketing Department for downloadable logos.
CMYK version with white outline for reverse applications. Registered mark is white.
SPECIFICATIONS 9SPECIFICATIONSNAME USAGESPECIFICATIONS
Registered Names and Trademarks
Current
169169
Registration Marks and Trademarks
When using the Exmark Logo, product names and supplier names in literature, it is important to apply the proper registered mark or trademark symbol when applicable.
Exmark®
Lazer Z®
Metro®
Navigator®
Exmark Parts Plus®
Turf Tracer®
UltraVac®
Quest®
Pioneer®
Vantage®
UltraCut™
Viking™
Micro-Mulch™
Turf Star™
In disclaimer copy use the offi cial name Exmark Manufacturing Co. Inc.
In all other writing use the brand name Exmark with a capital “E”.
Exmark® Registered markViking™ Trademark symbol
The offi cial name of our company is Exmark Manufacturing Co. Inc.; however, this name should only be used in disclaimers. For all purposes other than disclaimers, all references to the company must use the brand name Exmark . In written form, the brand name should always use a capital “E”. The Exmark Logo is the only place where the lowercase “e” is used.
CATALOG BACK COVER MOWER TAG
Products depicted in this literature are for demonstration purposes only. Actual products offered for sale may vary in use, design, required attachments and safety features. We reserve the right to improve our products and make changes in specifi cations, designs and standard equipment without notice and without incurring obligation. See your dealer for details on all of our warranties.
Exmark®, Turf Tracer®, Lazer Z®, Metro®, Pioneer®, Vantage®, Phazer®, Quest®, Exmark Parts Plus®, Navigator®, and UltraVac® are registered trademarks, and Viking™, UltraCut™, Micro-Mulch™ and CustomRide™ are trademarks of Exmark Mfg. Co., Inc.
Kohler® is a registered trademark and Kohler® Command™ is a trademark of Kohler Co. Kawasaki® is a registered trademark of Kawasaki Motors Corp. Turf Mate®, Turf Master®, Turf Saver® and Multi-Trac® are registered trademarks of Carlisle Tire & Rubber Co.
Kubota® is a registered trademark of Kubota Engine America Corp. Honda® is a registered trademark of American Honda Motor Co., Inc. Hydro-Gear® is a registered trademark of Hydro-Gear.
© 2012 Exmark Manufacturing Company, Inc. All rights reserved. Printed in the U.S.A. 2012 Form No. 116-6520
Exmark Mfg. Co., Inc. / 2101 Ashland Avenue / P.O. Box 808 / Beatrice, NE 68310-0808 / Call 402.223.6300 / Fax 402.223.6384
Get to know the best zero-turns on the planet.680cc Kohler® Command™ V-Twin engine.
48” full-floating UltraCut™ Series 6 cutting deck.
Exmark®-exclusive Parker unitized 16cc pump and wheel motor system.
24x12.0-12, 4-ply Multi-Trac® drive tires.
12-gallon, single fuel tank.
3-year limited commercial or 5-year/750 hours limited consumer warranty.
$9,599 CSP
Retired Property of Exmark—DO NOT USE
Excalibur®
Triton®
TriVantage®
FrontRunner™
Gotta Mow™
LazerLocker™
Phazer™
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./
Avenir 35 Light
Rockwell Extra Bold
Avenir 35 Light Oblique
Avenir 45 Book Avenir 55 Roman
Avenir 55 Roman Oblique
Avenir 85 Heavy Oblique
Avenir 65 Medium
Avenir 95 Black
Avenir 65 Medium Oblique
Avenir 95 Black Oblique
Avenir 85 Heavy
TYPOGRAPHY
Typefaces
The typefaces for Exmark consist of two main font families, Rockwell and Avenir. These two families are Adobe®-licensed fonts and can be purchased as Adobe PC or MAC versions from www.adobefonts.com.Headlines are set in all caps, Rockwell Extra Bold. Lower case is not permitted for this typeface.Subheads, body copy and disclaimers are set in Avenir. Various weights and styles are available to add typographic color and emphasis to materials. See Marketing Samples guide (pages 19-22) for actual examples on how to use these typefaces.
17
COLOR
Process, Spot and Web Colors
18
The repeated use of a family of colors is another important element in strengthening a brand’s identity. Below you’ll fi nd Exmark’s approved color palette from the Pantone® Matching System (PMS)*. The spectrum includes Exmark’s signature red (PMS 1805C), along with support (PMS 423C) and accent colors (PMS 421C and Black).
PMS 1805C Red
C5 M96 Y80 K22
R175 G39 B47
HEX AF272F
PMS 423C Gray
C0 M0 Y0 K44
R137 G141 B141
HEX 898D8D
PMS 421C Gray
C0 M0 Y0 K26
R178 G180 B178
HEX B2B4B2
PMS Black
C0 M0 Y0 K100
R45 G41 B38
HEX 2D2926
* Please refer to the most up-to-date Pantone Formula Guide and Color Bridge swatch books for color accuracy, not printouts of this page.
PRINT SAMPLES
Full-Page Trade Publication Ad
19
Rockwell Extra Bold -60 pt TrackingKern each letter individually so serifs don’t touch.Always all caps.Leading should be 2 pts. larger than headline size.
Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don’t touch.13 pt Font Size
Avenir Medium0 pt Tracking9 pt Font Size11 pt Leading
One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find a dealer near you at exmark.comTHE LAZER Z
THE WRONGMOWER DOESN’T CUT GRASS. IT CUTS YOUR
BUSINESS’ LIFESPAN.
Full-page Trade Publication Ad with Offer and Dealer Tag
20
Rockwell Extra Bold -60 pt TrackingKern each letter individually so serifs don’t touch.32 pt Font Size30 pt Leading
Avenir Roman0 pt Tracking14 pt Font Size16 pt Leading
Avenir Black0 Tracking 11 pt Font Size12 pt Leading
Avenir Heavy0 pt Tracking8.24 pt Font Size9 pt Leading
PRINT SAMPLES
Rockwell Extra Bold -60 pt TrackingKern each letter individually so serifs don’t touch.Always all caps.Leading should be 2 pts larger than headline size.
Rockwell Extra Bold -60 pt Tracking Kern each letter individually so serifs don’t touch.13 pt Font Size
THE WRONGMOWER DOESN’T CUT GRASS. IT CUTS YOUR
BUSINESS’ LIFESPAN.
0%
FINANCING FINANCING FOR 36 MONTHS
On all mowers. Offer valid until On all mowers. Offer valid until December 15, 2011.December 15, 2011.
SMALL ENGINE SPECIALISTSSMALL ENGINE SPECIALISTS57th & Havelock, Lincoln 57th & Havelock, Lincoln 402-466-2000402-466-2000smallenginespecialists.comsmallenginespecialists.com
Avenir Medium0 pt Tracking9 pt Font Size11 pt Leading
One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find out more at exmark.comTHE LAZER Z
One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other.
Find out more at exmark.com
LAZER Z
SMALL ENGINE SPECIALISTS57th & Havelock, Lincoln 402-466-2000smallenginespecialists.com
THE MARK OF LANDSCAPE PERFECTIONISTS:
PRINT SAMPLES
Newspaper Samples
21
0%
FINANCING FOR 24 MONTHS
On all mowers. Offer valid until December 15, 2011.
NAME ANYTHING ELSE THAT LASTS A LIFETIME.
COME ON, THERE MUST BE SOMETHING.
One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find out more at exmark.com
LAZER Z
SMALL ENGINE SPECIALISTS57th & Havelock, Lincoln 402-466-2000smallenginespecialists.com
3-COLUMN DEALER TAG
3-COLUMN DEALER TAG & OFFER
PRINT SAMPLES
Point of Purchase
PENNANT STRINGS / BANNERS
22
Lazer Z® X-Series
Get to know the best zero-turns on the planet.680cc Kohler® Command™ V-Twin engine.
48” full-floating UltraCut™ Series 6 cutting deck.
Exmark-exclusive Parker unitized 16cc pump and wheel motor system.
24x12.0-12, 4-ply Multi-Trac® drive tires.
12-gallon, single fuel tank.
3-year limited commercial or 5-year/750 hours limited consumer warranty.
LZX680KC486
$9,599 CSP
THE ONE AND ONLY.
MOWER TAG
PRESS RELEASES
Overview
23
Given the varying nature of press releases, the following exceptions for names and qualifi ers are acceptable when referring to the Company: Exmark; Exmark Manufacturing; Exmark Manufacturing, a division of The Toro Company.All press releases must receive the approval of Toro Corporate Communications before being distributed at large. Press releases should be on Exmark letterhead and include the following footer: All media inquiries or requests for photos should be directed to Nichole Allen via email at [email protected] or phone at 402.223.6348.
MICROSITE
WEB/VIDEO SAMPLES
Web
24
Avenir 65 Medium
Video
Typeface and Font Selections
These are the considerations for confi guring type over video for Exmark:
ROCKWELL EXTRA BOLD- 60 pt TrackingKern each letter individually so serifs don’t touch.Always all caps.
- 10pt TrackingAlways upper and lower case.
Title slides should have text centered on screen.Subhead should be at least be 25% smaller than title.Red background is preferred, but can vary.
If using Red, these are the approved colors:R175 G39 B47 HEX AF272F
Title Slides
Supers
Supers should be placed on the bottom corners.Beware of safe areas, keep text within those.Red background is preferred but can be taken out if text is readable.Supers should not extend past the center of screen.
X Icon Transition to Exmark Logo
X Icon starts large and on the center of screen.
Zooms out and starts moving left. Fade in Exmark Logo from left/right of X Icon.
25WEB/VIDEO SAMPLES
X ICON GEAR SAMPLES
Apparel and Accessories
Understanding the varying nature of apparel and accessories, the X Icon and the Exmark Logo should both be represented on each item but not in close proximity to each other (think front and back). Follow the size/ratio guidelines provided in the Graphic Standards manual on page 11.
SHIRTS
CAPS
SUNGLASSES
DRINK WARE
BUSINESS ACCESSORIESBUSINESS ACCESSORIES
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DRINK WARE
PRODUCT BRANDING GUIDELINES
Product
When placing the X Icon on equipment, keep the following in mind:1) The product logo should be placed in the forefront position, so it will be easily identifi ed in
display and product photography.2) The Exmark logo should be next in priority. Use only the latest approved Exmark Logo.3) The X Icon should be added as a blind emboss on seat, gas tank, chute, engine guard, etc.
Guidelines for The Exmark Logo and X Icon are found in the Graphics Standards manual on page 4 and page 10.
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