graphic standards - the scoular company€¦ · ... com/graphicstandards scoular • graphic...

32
EFFECTIVE AUGUST, 2017 GRAPHIC STANDARDS

Upload: vukiet

Post on 20-Jun-2018

222 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

EFFECTIVE AUGUST, 2017

GRAPHIC STANDARDS

Page 2: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 3: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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?

Page 4: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 5: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 6: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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.

Page 7: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 8: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 9: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 10: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 11: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 12: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 13: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 14: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 15: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 16: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 17: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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”

Page 18: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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”

Page 19: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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].

Page 20: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 21: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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”

Page 22: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 23: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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].

Page 24: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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”

Page 25: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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:

Page 26: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 27: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 28: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

®

Page 29: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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”

Page 30: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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

Page 31: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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 .

Page 32: GRAPHIC STANDARDS - The Scoular Company€¦ · ... com/graphicstandards Scoular • Graphic Standards 10 Corporate Color ... PC (Color Bridge Coated) or Pantone ... (Color Bridge

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]