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TRANSCRIPT
EFFECTIVE AUGUST, 2017
GRAPHIC STANDARDS
CONTENTS
Introduction, Use of Manual, Checklist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Logo and Rosette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Spatial Relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Proper Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Improper Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Affiliations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Corporate Color Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Approved Color Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Printing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
RGB and Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Complementary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Secondary Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Logo with Background Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Corporate Font . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Alternative Font . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Additional Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Corporate Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Corporate Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Personalized Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Executive Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Executive Note Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Business Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Executive Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Labels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Wearables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Promotional Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Company Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
TSC Container Freight Graphic Standards . . . . . . . . . . . . . . . . . . . . . . . 30-34
Scoular • Graphic Standards 3Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Introduction
A logo is a company’s face to the world . It is the single representation that transcends all forms of communication . To the employee, customer, shareholder, competitor or the general public it’s the way the company is identified and easily recognized .
The purpose of this manual is simple – to provide a set of guidelines to ensure our logo is used accurately and consistently .
It is important to understand that the more we expand and diversify, the greater the need to unify the way we present ourselves. The consistent and diligent use of these graphic standards will aid us in this effort.
We realize that no manual can cover every possible use . In cases that may require logo treatment outside the guidelines, we ask that you contact our Brand Marketing & Corporate Communications (BMCC) staff at [email protected] .
Who Should Use This Manual
This manual should be reviewed with and/or provided to:
• Employees – individuals charged with conceptualizing, designing or printing any Scoular communication materials that include the logo .
• Outside vendors – advertising agencies, public relations companies, graphic design firms, printing or fabrication companies .
GRAPHIC STANDARDS ONLINE
More information and approved digital support files are now available on the web at: www.scoular.com/graphicstandards
Final Checklist
Before beginning production on a project involving Scoular brand elements, refer to the list below for guidance:
Is the logo properly formatted, and is the tagline included, if deemed necessary? (pages 3-4)
Is the logo of high quality and scaled proportionately to the size of the canvas on which it will be placed? (page 26)
Are all colors in the project found in the complementary/secondary color palettes? (pages 11-12)
Is the project set up in the correct color profile (RGB, CMYK, etc) for the medium to be used? (pages 8-10)
Are the fonts in line with those specified in this manual? (pages 14-16)
Has the Brand Marketing & Corporate Communications (BMCC) group been contacted to approve the project proof?
Scoular • Graphic Standards 4Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Rosette and Logo
The Scoular logo is comprised of two elements: the rosette and the logotype .
The Scoular rosette is the primary unifying symbol for Scoular and all its businesses .
Rosette
Logo
Logo
MEANING BEHIND OUR ROSETTE
The Scoular rosette projects multiple messages . To many, the rosette is a reminder of the architectural design of the our historic Omaha building’s exterior from which the rosette was taken . To others, it represents the sun . To us, the logo is a symbol of who we are; We are a company based in agriculture . The design itself is indicative of Scoular – we are an innovative company steeped in traditional values . The use of an inviting and warm gold color adds the final touch to our visual message .
FONT
“Scoular” is set in Univers Black Extended .
Scoular • Graphic Standards 5Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
The logo is not to be re-drawn or re-typeset in any way, under any circumstance . The proportions must be retained and not modified, distorted, redrawn, re-spaced or re-typeset .
Proper and improper usage guidelines are provided on
Pages 4-6 of this guide.
The Logo
Approved Spatial Relationship for Tagline
Distance = height of “o” in Scoular
Logo
Spatial Relationships
The size and spacing relationships among the rosette, logo and tagline are extremely important . The tagline is placed below the logo – equal to the height of the lowercase “o” of the logotype . Always utilize the digital files (available in multiple formats – see page 14) when incorporating the logo in documents . The logo should never be re-typset .
Scoular • Graphic Standards 6Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Proper Logo Usage
LOGO ONLY
The size and spacing relationships between the rosette and logotype are deliberate and CANNOT be altered . The correct usage is presented here to guide you when using the logo without the tagline .
Logo only
Logo and Tagline
For desired impact and readability, the logo should never be smaller than 1.125”.
For desired impact and readability, the logo should never be smaller than 1.25” with the tagline no
smaller than 8 pt. Goudy Old Style Italic.
AlignAlign
Logo
1 .125”
1 .25”
LOGO AND CORPORATE TAGLINE
The Scoular corporate tagline is “Count on Scoular People .” No other tagline or promotional language is to be used in place of this .
The correct usages are presented here to guide you when using the logo with the tagline . The tagline is displayed in the FGJasmine font, adapted specifically for Scoular .
All of these approved logo and logo/tagline files are available for your use at: www.scoular.com/graphicstandards.
Scoular • Graphic Standards 7Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Logo
ROSETTE (SEPARATE FROM LOGO)
The rosette is distinctive and can occasionally be used as a design element under the following conditions:
Example of using Rosette separately
SIDE A SIDE B
Accompanied by the LogoRosette can be used as a design element (in gold) if the logo is also included nearby .
As a screened design elementTo reinforce the brand and create a subtle design element, the rosette can be used in whole or in part, screened back (tone on tone) as shown below . To create the tone-on-tone look, the rosette should be tinted to 75% of the background color on which it appears . If screening on a white background, the rosette should be tinted to 15% Black . The rosette may be screened in any of the complementary colors shown below .
Any materials created using this effect need to be approved by the Brand Marketing & Corporate Communications staff . Email a PDF of the design to [email protected] .
White Pantone 8940 Black Pantone 7534
Scoular • Graphic Standards 8Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Improper Logo Usage
Illustrated below are some of the more common misuses of the Scoular logo .
Using rosette and logotype independently.
Displaying the logo obliquely.
Altering the proportions.
Using colors for the logo other than the “Approved Color Usage” shown on Page 8.
Combining the logo with other graphic elements to create a new mark.
STILL UNSURE ABOUT PROPER USAGE?
If you have any questions, or need clarification, please contact our Brand Marketing & Corporate Communications staff for assistance at [email protected].
Logo
Scoular • Graphic Standards 9Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Affi liations with the Scoular Logo
The Scoular logo is affiliated with the following:
Scoular Properties
Compañía Scoular de México S . de R .L . de C .V .
Scoular Servicios Internacionales
Scoular Canada Ltd .
The Scoular Foundation
Scoular Argentina SRL
Scoular Brasil Comércio, Importação e Exportação Ltda .
Scoular Uruguay S .A .
All brand guidelines in this manual apply to these affiliates . If you have questions in regard to standards for these affiliates, please contact our Brand Marketing & Corporate Communications staff at [email protected] .
Logo
Scoular • Graphic Standards 10Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Corporate Color Guide
Approved Color Usage
COLOR PALETTE
The cornerstone color of Scoular’s brand identity is Pantone 8940 Metallic, referred to as Scoular Gold . The main support color is Pantone Black .
Alternate versions of Scoular Gold (Pantone 8940 Metallic) have been selected for different types of usage . Please review the guide on page 9 to determine the best formula prior to using the logo . Please contact our BMCC staff at [email protected] with questions in regards to the graphic standards guide, color formulas, associated usage and reproduction of the logo .
APPROVED COLOR USAGE
Preferred Usage – Metallic: When the logo or rosette is printed in gold, it is recommended to use Pantone 8940 metallic .
Solid Spot Color: When metallic ink is unavailable and the rosette is printed in a solid spot color format, the rosette must always match Pantone 1395 C, Pantone 146 M or Pantone 139 U depending on the stock finish (C=Coated, M=Matte or U=Uncoated) .
CMYK: When the logo is printed using the CMYK process, use Pantone 1395 PC (Color Bridge Coated) or Pantone 139 UP (Color Bridge Uncoated) based upon the stock finish being used .
RGB: When the logo is printed using the RGB process, it is recommend to use the RGB equivalents of 1395 C .
HTML: When the logo is used in color format on web or internet, it is recommended to use HTML 9C6114 .
Black & White: When the logo is printed in black and white, it is strongly recommended to use 100% Black, however it can be printed using 55% Black, creating a gray logo mark . This percentage application is only to be used in high-quality print applications .
Approved digital files of the logo have been created in the approved color formats and available for your usage online using the graphic standards web site: www.scoular.com/graphicstandards .
COLOR CONTROL AND PRINTING
An integral part of Scoular brand identity is the consistent use of Scoular’s designated colors .
For print materials using 1-color or 2-color spot color or 4-color process, you must provide the vendor with the digital file of the Scoular logo . Specify the Pantone ink formula (for 1-color and 2-color spot) for the rosette .
Scoular • Graphic Standards 11Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Printing
PREFERRED USAGE / METALLIC
Coated/Uncoated Paper Stocks 2-Color Spot Pantone Application Using Metallic Ink Pantone 8940 Metallic for all 2-color spot applications printed on coated and uncoated paper . A metallic 8940 ink substitute to be used only if print vendor is not capable of handling metallic inks .
NOTE: Recommend a draw down of metallic on selected uncoated paper before usage.
ALTERNATE USAGE / NON-METALLIC
Coated/Uncoated Stocks2-Color Spot Pantone Application when Metallic Ink is not availablePantone 1395 C is to be used for replacing the metallic ink on both coated paper and all dull and matte paper stocks .
Corporate Color Guide
Pantone 8940 MetallicOrange 021 = 24.0Pantone 874 = 76.0
Pantone 1395 CYellow = 72.2Rub Red = 16.7Black = 11.1
Metallic
Solid Coated
Color Bridge Uncoated
Pantone 1395 CR = 156G = 97B = 20
RGB
RGB and Web
RGB
Coated or Uncoated StocksRGB Application when Metallic Ink, Spot or CMYK inks are not applicable Pantone 1395 C (Color Bridge Formula) RGB when CMYK process or spot Pantone inks are not applicable for usage on coated stocks .
Note: RGB values should always be used for Microsoft applications including PowerPoint and Excel, as well as any Word documents printed in-house.
9C6114R = 156G = 97B = 20
HTML
HTML
HTML Application for Web and Interactive Pantone HTML 9C6114 (Color Bridge Formula) for usage on all Web and Interactive applications .
Scoular • Graphic Standards 12Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Corporate Color Guide
The appearance of colors shown here may deviate from the actual colors specified, depending on the media .
PANTONE SPOT 4-COLOR PROCESS (CYMK) RGB WEB (HTML)
Pantone 1395 print as spot R=156 G=97 B=20 9C6114
Pantone 5405 C=71 M=30 Y=13 K=41 R=68 G=105 B=125 44697D
Pantone 575 C=57 M=11 Y=85 K=45 R=85 G=118 B=48 557630
Pantone 400 C=5 M=6 Y=10 K=14 R=203 G=199 B=191 CBC7BF
Pantone 187 C=5 M=100 Y=71 K=22 R=167 G=25 B=48 A71930
Pantone 3155 C=100 M=8 Y=26 K=38 R=0 G=103 B=120 006778
Corporate Color Palette
A color palette has been created to complement Scoular’s logo colors . These hues were selected to enhance, but not overpower, the core colors and to reinforce the down-to-earth and approachable nature of the company . Each color is listed in industry standard Pantone spot color, 4-color process build (CMYK), RGB and web formulations .
Scoular • Graphic Standards 13Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Secondary Color Palettes
A secondary color palette exists to restrict or expand upon the original brand colors in various marketing arenas . These hues are applicable for specific audiences associated with certain segments of Scoular business . Each additional non-corporate pallete color is listed in Pantone spot color, 4-color process build (CMYK), RGB, and web formulations .
Corporate Color Guide
The appearance of colors shown here may deviate from the actual colors specified, depending on the media .
LIGHT BLUE
PANTONE 7688 C=69 M=19 Y=4 K=0 R=70 G=152 B=203 4698CB
YELLOW
PANTONE 137 C=0 M=38 Y=95 K=0 R=255 G=161 B=0 782327
LIGHT GREEN
PANTONE 375 C=47 M=0 Y=94 K=0 R=146 G=212 B=0 92D400
LIGHT GREEN
PANTONE 375 C=47 M=0 Y=94 K=0 R=146 G=212 B=0 92D40
LIGHT BLUE
PANTONE 7688 C=69 M=19 Y=4 K=0 R=70 G=152 B=203 4698CB
FOOD INGREDIENTS PALETTE
TSC CONTAINER FREIGHT PALETTE
COLLEGE RECRUITING PALETTE
Scoular • Graphic Standards 14Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Background Color
2-color Spot or 4-color Process Logo
1-color Logo Option(s)
White
Pantone 400
Black
Pantone8940 / 1395
Pantone 5405
Pantone 575
Pantone 187
Pantone3155
Logo Application with Background ColorsThe chart below provides guidelines for using Scoular’s logo on shaded and colored backgrounds . Only the corporate color palette colors should be used for backgrounds (see page 11) . Typically, if a photograph is used as a background, a 1-color black or white logo should be used depending on overall color density . Use the chart below as a guide .
Corporate Color Guide
Scoular • Graphic Standards 15Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Corporate FontScoular utilizes the Univers font to form its logo . This font is approved for corporate use . Scoular fonts are licensed fonts that must be purchased for each user . Please contact BMCC staff for instructions on purchasing these fonts .
Univers Family
Univers 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 65 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 75 Black
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 45 Light Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 55 Roman Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 65 Bold Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Univers 75 Black Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Corporate Fonts
Scoular • Graphic Standards 16Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Alternative FontCalibiri is used in internal and external correspondence, PowerPoint files, e-mail, electronic media and on the internet if Univers is not available . Under no circumstances should this substitute font be used for materials that are professionally printed and/or widely distributed to an external audience .
Do not use any other fonts in materials that internally or externally represent the company .
Corporate Fonts
Calibri Family (substitute for Universe)
Calibri Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Calibri Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Calibri Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Calibri Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Scoular • Graphic Standards 17Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
2.21”
.5625”
1.5”
Size8.5” w x 11” h
Typesetting Address block – 8pt. Univers 45 LightPhone numbers – 8pt. Univers 65 BoldWebsite – 8pt. Univers 45 Light All type is flush left
ColorRosette – Pantone 8940 MetallicLogotype and all other copy – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodOffset printing
Body Text1” margins
Corporate Identity
Corporate Letterhead
Letterhead is printed on 24# Classic Crest stock in Solar White . Second sheets should be printed on blank sheets of matching paper stock .
Not Actual Size
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
1”
Dear Sir,
I am writing to demonstrate that this letter is set up with one-inch margins, and that in doing so, the body of this letter appears to line up with the letter “S” in our logo. This visual element gives the overall appearance of documents written on our letterhead a clean sense of balance.
1”
.5625”
Scoular • Graphic Standards 18Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Not Actual Size
1-15/16”
Size8.5” w x 11” h
Typesetting Address block – 8pt. Univers 45 LightPhone numbers – 8pt. Univers 65 Bold Website – 8pt. Univers 45 LightIndividual name – 8pt. Univers 65 BoldIndividual title – 8pt. Univers 45 LightAll type is flush left
ColorRosette – Pantone 8940 MetallicLogotype and all other copy – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodOffset printing
Body Text1” margins
Corporate Identity
Personalized Letterhead
Personalized letterhead should follow the specifications of corporate letterhead with the addition of an individual’s name set to the specifications shown . Second sheets should be printed on blank matching paper stock .
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
2.21”
.5625”
1.5”
1”
Dear Sir,
I am writing to demonstrate that this letter is set up with one-inch margins, and that in doing so, the body of this letter appears to line up with the letter “S” in our logo. This visual element gives the overall appearance of documents written on our letterhead a clean sense of balance.
1”
.5625”
Scoular • Graphic Standards 19Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
3/8”
2-7/16”
Joseph J. ScoularChief Executive Officer
10801 Mastin, Suite 800 · Overland Park, KS 66210913-555-1474 · 800-487-1474 · fax 913-338-2999 · jscoular@scoular .com
www .scoular .com
1-7/16”1-1/4”
Size7.5” w x 10.5” h
Typesetting Individual Name – 8pt. Univers 75 BlackIndividual Title – 8pt. Univers 45 LightEntire Address block – 8pt. Univers 45 LightAll type is centered.
ColorRosette – Copper inkLogotype – Black All other copy – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodLogotype – engravedRosette – engravedText – offset printing
Not Actual Size
Executive Letterhead
The logo is centered at the top of the sheet and is engraved, with the rosette engraved in a copper ink made specifically for our collateral . There are no second sheets with this usage .
Corporate Identity
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
Scoular • Graphic Standards 20Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Corporate Identity
Executive Note Card
The logo is centered on the front of the folded note card . It is engraved, with the rosette printed in a copper ink made specifically for our collateral . Envelopes are standard A-2 white envelopes with return address printed on back flap in Black .
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
2-7/16”
2-1/4”
Size5-1/2” w x 4-1/8” h (3-3/8”h front flap)
ColorRosette – Copper inkLogotype – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodLogotype – engravedRosette – engraved
Scoular • Graphic Standards 21Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Actual Size
1-15/16”
1/8”
1/8”
1/8”
3/8”
The Scoular Company10801 Mastin, Suite 800 Overland Park, KS 66210913-338-1474Wats 800-487-1474Fax 913-338-2999XXXX@scoular .comwww .scoular .com
Corporate Identity
Size3.5” w x 2” h
Typesetting Individual Name – 8pt. Univers 65 BoldIndividual Title – 8pt. Univers 45 LightLegal Entity Name -- 7pt. Univers 45 LightAddress – 7pt. Univers 45 LightPhone/Contact Numbers – 7pt. Univers 65 BoldFax and E-mail – 7pt. Univers 45 LightAll type is flush left.
ColorRosette – Pantone 8940 MetallicLogotype and all other copy – Black
Paper Stock130# Cougar Cover, Opaque White
Reproduction MethodOffset printing
CORPORATE BUSINESS CARDS
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
Business Cards
The quality of our business cards helps form a good impression of individual Scoular people and of the company as a whole . Business cards are printed on 110# Classic Crest Cover stock in Solar White .
1”
Scoular • Graphic Standards 22Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
2.21”
Corporate Identity
Size9.5” w x 4.125” h
Typesetting Address block – 9pt. Univers 45 LightType is centered on flap.
ColorRosette – Pantone 8940 MetallicLogotype and all other copy – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodOffset printing
7/8”
5/16”
1/4”
Not Actual Size
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
Business Envelopes
These envelopes are to be used with the corporate stationery . They are standard No . 10 business envelopes .
Scoular • Graphic Standards 23Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Executive Envelopes
These envelopes are to be used with the executive stationery . They are standard monarch envelopes .
2-7/16”
Corporate Identity
Size7.5” w x 3.875” h
Typesetting Address block – 9pt. Univers 45 LightType is centered on flap.
ColorRosette – Copper InkLogotype – BlackAddress block – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodRosette – EngravedLogotype – EngravedAddress block – Offset printing
7/8”
3/4”
1/4”
Not Actual Size
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
Scoular • Graphic Standards 24Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Labels
The following example shows the accepted standards for Scoular mailing labels . Labels may be created in-house in either color or black and white versions using the guidelines outlined below .
2”
3/16”
Corporate Identity
Size5” w x 3” h
Typesetting Address block – 9pt. Univers 45 LightType is flush left.
ColorRosette – Pantone 8940 Metallic or BlackLogotype and all other copy – Black
Paper Stock24# Uncoated crack and peel
Reproduction MethodOffset printing
Actual Size
All corporate stationery (letterhead, business cards, envelopes and labels) is printed by our corporate printer. Please email requests for stationery to [email protected].
3/16”
The Scoular Building2027 Dodge StreetOmaha, NE 68102
3/4”
Scoular • Graphic Standards 25Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Wearables and Promotional Items
Wearables provide a great deal of visibility, therefore proper use of the logo is essential to promote a strong company image .
The examples illustrated demonstrate acceptable applications for wearables . It’s not the intent of these examples to dictate the advertising or promotional concepts, but to ensure the correct and consistent display of the logo .
Approved Colors for Wearables Approved Color for Logo
Khaki Black, White, Pantone 1395 (Gold) or 2-Color
Denim Black, White, Pantone 1395 (Gold) or 2-Color
White Black, Pantone 1395 (Gold) or 2-Color
Black White, Pantone 1395 (Gold) or Pantone 7534 (Taupe)
POSSIBLE WEARABLES APPLICATIONS
All placements approximate
PERSONAL TASTE AND SPECIAL EVENT EXCEPTIONS
While personal tastes vary when it comes to color, it is important to adhere to the approved wearable colors to ensure brand integrity . Personal taste is subjective, but the company brand is defined to promote a strong, cohesive image . With increased visibility and recognition of the brand, the color palette likely will expand to keep the brand fresh . Exceptions to the approved colors would apply to special event wearables, where the event, not Scoular, is the main focus . For these instances, designs and the logo application must be approved by Scoular’s Brand Marketing & Corporate Communications staff prior to implementation .
T-Shirt (Crest) T-Shirt (Back) Polo Shirt (Crest) Oxford (Crest)
All artwork proofs for wearables and promotional items must be approved by Scoular’s Brand Marketing & Corporate Communications staff prior to production. Please forward proofs to [email protected].
Corporate Identity
Wearable items should not display competing logos from clothing manufacturers (such as Nike).
EMBROIDERY AND THREAD COLOR
When embroidering the logo, the gold thread color should be as close to Pantone 1395C as possible . Depending on the vendor, the pre-approved thread brand and color is Maideira 1056 . If this brand of thread is unavailable, request a color equivalent .
Scoular has established a preferred vendor for wearable and promotional items -- MMI Marketing, Inc. In addition to contacting Scoular’s BMCC group, you may also contact MMI representative, Rachel Elvin, directly at [email protected] or (816) 471-5600 for assistance, or visit the MMI Scoular store at:www.mmipromo.com/scoular
PREFERRED VENDOR:
Scoular • Graphic Standards 26Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Promotional Items
Below are some examples of how to properly implement the logo, rosette and tagline on speciality or promotional items .
IMPORTANT NOTE REGARDING COLOR MATCHING!
When ordering advertising specialties or wearables please understand that vendors may or may not have the ability to match our exact corporate colors (See approved corporate colors on page 8) . When in doubt, please select BLACK or WHITE or an exact match of one of the approved corporate colors . Reference the Logo Application with Background Color section (page 12) for the base color of any item and use the appropriate 2-color or 1-color logo .
POSSIBLE SPECIALTY APPLICATIONS
All placements approximate
Cup (Pantone 1395or equivalent or exact color match of
approved corporate colors)
Cup (Black)
Cup (White)Pen (White)
Pen (Black)This design shows an option of utilizing the
logo without the tagline.
Pen (Pantone 1395 or equivalent or exact color match of approved corporate colors)
All artwork proofs for wearables and promotional items must be approved by Scoular’s Brand Marketing & Corporate Communications staff prior to production. Please forward proofs to [email protected].
Minimum size is 1.125”
Corporate Identity
Count on Sc ou lar People
Count on Sc ou lar People
Scoular • Graphic Standards 27Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Corporate Identity
All artwork proofs for signage must be approved by Scoular’s Brand Marketing & Corporate Communications staff prior to production. Please forward proofs to [email protected].
Company Signage
Because exterior, interior and vehicle signage make a visual impression on the public and contribute to our corporate image, it is important to properly execute our corporate identity on the signage .
Signage should accomplish two objectives . First, it must perform a function and identify our company’s location while maintaining a favorable image . Second, it must be in line with its environmental surroundings .
Building and vehicle signage should be bold, clean and easy to read . It should conform to our company guidelines . The Scoular logo should be proportionally scaled to fit the area on which it will be displayed . All signage must be approved by Scoular’s Brand Marketing & Corporate Communications staff before design and installation. This will ensure consistency in the use of Scoular’s brand identity . Decisions regarding signage applications varying from the basic corporate identity will be made on a case-by-case basis and will not be precedent setting .
SIGNAGE PRINTING
Color Usage for Vinyl PrintingThe standard material for printing vinyl Scoular signage is either Avery A-5732 or Oracal 951092 .
Color Usage for All Other MaterialsColor for any and all types of signage should use the closest possible match to Pantone 8940 gold .
A5732-M
Avery
Example of “Correct” Location Signage
TruckParking
Scoular • Graphic Standards 28Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
TSC Container Freight
COMPASS AND LOGO
The goal of TSC Container Freight’s graphic identity is to give TSC a unique identity that is aligned with the identity of Scoular . Visual elements of the TSC brand are separate but complementary to those of Scoular . Modified in 2008, the TSC logo maintains the compass as a graphic element from its previous version . The compass suggests direction, intent, and planful progress .
The TSC logo is comprised of two elements: the compass and the logotype .
FONT
The TSC logo combines a font from the Scoular logo with a new and unique font . Doing so allows TSC to remain aligned with Scoular’s identity, while maintaining its own graphic identity . The following are licensed fonts that must be purchased for use:
• “TSC” is set in Univers Extra Black Extended, scaled 90% horizontally .• “Container Freight” is set in Avenir Next LT Pro Demi .• “A Scoular Business” is set in Univers Condensed Bold .
Combining traditional and modern fonts, we reinforce the visual message sent by our servicemark – a progressive company built on tradition .
TRADEMARK
The TSC logo is a registered trademark and must ALWAYS include the symbol following the word “freight” in superscript position .
COLOR
The TSC logo utilizes the black and gold color scheme of Scoular .
COMPLEMENTARY COLORS
Below are complementary colors that may be used in conjunction with the TSC logo colors . For more information on this palette and acceptable applications, please refer to pages 11-12 .
Pantone Pantone Pantone Pantone Pantone PantoneCool Gray 1 Warm Gray 1 7534 5405 5763 1815
Compass Logo
TSC Container Freight
®
Scoular • Graphic Standards 29Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
TSC Container Freight
LOGO SPATIAL RELATIONSHIPS
The size and spacing among different elements of the TSC logo are extremely important . The logo should NEVER be re-typeset for any reason . Proper and improper usage guidelines follow those of Scoular logo, found on pages 4-6 of this guide .
PROPER LOGO USAGE
When accompanied by the tagline, “A Scoular Business” the TSC logo should never be scaled smaller than 1-3/4” wide to ensure legibility .
Approved Spatial Relationship
Distance = height of “A” in tagline
For desired impact and readability, the logo with tagline should never be smaller than 1-3/4”.
1-3/4”
WHEN TO USE THE CORPORATE TAGLINE
The tagline should be used whenever space permits . Only if the tagline adds too much detail, or is too small to be legible, should it be omitted .
TSC Container Freight
For desired impact and readability, the logo without tagline should never be smaller than 1”.
1”
Scoular • Graphic Standards 30Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
TSC Container Freight
COMPASS AS A DESIGN ELEMENT
The compass is distinctive and can occasionally be used as a design element under the following conditions .
Accompanied by the LogoCompass can be used as a design element if the logo is also included nearby .
As a screened design elementTo reinforce the brand and create a subtle design element, the compass can be used in whole or in part screened back (tone on tone), as shown below . To create the tone on tone look, the compass should be tinted to 75% of the background color on which it appears . If screening on a white background, the compass should be tinted to 15% Black . The compass may be screened in any of the complementary colors shown below .
Any materials created using this effect need to be approved by the Brand Marketing & Corporate Communications staff . Email a PDF of the design to [email protected] .
Example of using Rosette separately
SIDE A SIDE B
TSC Container Freight
White Pantone 8940 Black Pantone 7534
Scoular • Graphic Standards 31Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
Not Actual Size
1430 Branding LaneSuite 119Downers Grove, IL 60515 USA630-493-1401Fax 630-493-1402
www.tsccontainerfreight.com
2-1/8”
1”
1” 1”
1/4”
TSC Container Freight
Size8.5” w x 11” h
Typesetting Address block – 8pt. Univers 45 LightContact numbers – 8pt. Univers 65 BoldWebsite – 8pt. Univers 45 Light All type is flush left
ColorLogo– Pantone 8940 Metallic, BlackAll other copy – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodOffset printing
Body Text1” margins
1”
Dear Sir,
I am writing to demonstrate that this letter is set up with one-inch margins, and that in doing so, the body of this letter lines up with the left edge of the “T” in our logo. This gives the overall appearance of documents written on our letterhead a clean sense of balance.
1”
TSC Letterhead
Letterhead is supplied by Brand Marketing & Corporate Communications . Second sheets should be printed on blank sheets of matching paper stock .
Scoular • Graphic Standards 32Find more information and approved files to support Scoular’s Graphic Standards at www.scoular.com/graphicstandards
1430 Branding LaneSuite 119Downers Grove, IL 60515 USA
1-3/4”
3/8”
3/8”
Not Actual Size
2-3/8”
TSC Business Cards
3/16”
Size3.5” w x 2” h
Typesetting Individual Name – 7pt. Univers 65 BoldIndividual Title – 7pt. Univers 45 LightAddress – 7pt. Univers 45 LightPhone/Contact Numbers – 7pt. Univers 65 BoldFax and E-mail – 7pt. Univers 45 LightWebsite – 6.5pt. Univers 65 BoldAll type is flush left.
ColorLogo – Pantone 8940 Metallic, BlackWebsite – Pantone 8940 MetallicAll other copy – Black
Paper Stock130# Cougar Cover, Opaque White
Reproduction MethodOffset printing
Actual Size
1-3/4”
1/8”
1/8”
1/8”
TSC Container Freight
Size9.5” w x 4.125” h
Typesetting Address block – 9pt. Univers 45 Light
ColorLogo – Pantone 8940 Metallic, BlackAll other copy – Black
Paper Stock24# Classic Crest, Solar White
Reproduction MethodOffset printing
TSC Envelopes
These envelopes are to be used with the TSC stationery . They are standard No . 10 business envelopes .
Joe ScoularSenior Group Manager
www.tsccontainerfreight.com
1430 Branding Lane, Suite 119Downers Grove, IL 60515630-493-1401Cell 630-258-4595Fax [email protected]