2015 Branding Standards

Transcription

2015 Branding Standards
The EQUUS Brand
3
Branding Elements
5
Logo
6
Colors
10
Typography
Background Elements
Product Photography
Product Information
Trademark & Copyright
12
13
14
15
16
Languages
17
Packaging Examples
18
Packaging Signature
19
Panel Layouts
20
Table of
Contents
2
THE EQUUS BRAND
EQUUS BRANDING STANDARDS | 2015 GUIDE
Equus Products, Inc. is a prime manufacturer of test equipment, gauges and tachometers for the automotive
aftermarket. We strive to be the supplier of choice by offering high quality products, innovative designs and value
to our buyers. We view our customers as business partners, and strive to build strong working relationships by
offering continued growth and profit though our brands and superior customer service.
The EQUUS brand has a unique opportunity to assert its expertise and innovative offerings into this arena of the
marketplace. The new look and feel detailed in these guidelines both elevates and maintains the EQUUS brand in
order to:
•
Elevate the EQUUS product value to the consumer
•
Differentiate the EQUUS brand from the competition
•
Create a packaging consistency that makes the product easily recognizable on any shelf making it easier to shop the EQUUS brand
•
Enable repeat purchase consideration through easy product recognition
•
Provide a consistent look to the EQUUS packaging across categories
•
Provide a consistent look across all sales collateral and print materials
•
The end result is a packaging system that creates long-term competitive advantage by
positively influencing consumer choice
The EQUUS
Brand
BRAND POSITIONING
4
BRANDING ELEMENTS
The EQUUS brand consists if the wordmark EQUUS with the arrow logo positioned in front of and aligned with
the bottom of the wordmark, along with the registration mark ( ® ) at the top right, and the tag line “We Know
Gauges” under the wordmark.
PRIMARY| The Equus Logo with Tagline
SECONDARY | The Equus Logo
EQUUS
Logo
6
EQUUS LOGO | CLEAR SPACE
Proper use of clear space (margin) around the EQUUS logo is essential to maintaining consistent usage and the
established visual effect. Clear space, positioning, and other size requirements should be calculated using the
width of the capital letter “E” as the unit of measure. The logo should be separated on all sides from all other
copy, photos, or illustrations by this clear space. The guideline is a minimum requirement and typically a greater
space will be desirable.
Dotted line indicates the clear space area. Keep
this area clear of all other design elements.
Use the width of the capital “E” as the standard unit of measure for calculating the clear space.
EQUUS LOGO | MINIMUM SIZE REQUIREMENT
To maintain optical clarity and brand recognition, do not reduce the primary logo smaller than 1.5 inches in width
and .45 inch in height. Secondary logos without the taglines should remain 1.5 inches wide.
EQUUS
Logo
CLEAR SPACE AND SIZE
7
Preferred logo use.
On black solid backgrounds, use the white
logotype
On light colored backgrounds, use the black
logotype
On dark solid backgrounds, use the white logotype
On solid red background, use white logotype
On red gradient background, use white logotype.
EQUUS
Logo
BACKGROUND SIGNATURE
8
EQUUS LOGO | USAGE
GENERAL LOGO APPLICATION INFORMATION
•
The logo elements (logotype and arrow shape) should never be used without the other.
•
Do not alter any portions of the logo files (i.e. ratio of height to width).
•
The EQUUS logo should appear on the cover of all printed material and should be used in the most
visually dominant location possible.
EQUUS LOGO | INCORRECT USAGE
Missing elements
Altered colors
Competing elements, do not
layer
Altered ratio
Skewed shape
EQUUS
Logo
USAGE
9
APPROVED COLOR FORMULAS
Consistent use of EQUUS’ corporate colors helps to build brand recognition in everything from print materials to
signage and packaging.
Color
EQUUS BLACK
EQUUS RED
Pantone®
CMYK
RGB
Web | Hex
Usage
Black c
0.0.0.100
0.0.0
#000000
Logo/Type
186 c
0.100.81.4
220.0.46
#DB0030
Logo/Type
PANTONE
The Pantone Matching System (PMS) is a commonly used system of color specifications. This is often referred to
as a spot color. EQUUS’ primary colors (Pantone Black C, 186 C Red) are used as the baseline to which all color
reproduction should be calibrated to.
CMYK
Cyan, magenta, yellow and black are the process inks that most often are used in printed materials. This printing
process is commonly referred to as full-color, or four-color process.
RGB
Red, green and blue are the hues for light, used in computer screens.
HEX
Hexadecimal code is designed for use HTML, CSS and other web applications.
EQUUS
Colors
CORPORATE COLORS
10
BACKGROUND GRADIENTS AND ELEMENTS
As seen in figure 1 and 2, these gradient elements are used together through packaging and collateral.
Gradient formula for the red bar is: Dark Red = 0c, 100m, 100y, 50k, Light Red = 0c, 100m, 100y, 0k.
Gradient formula for the gray bar is: Dark Gray = 0c, 2m, 0y, 68k, Light Gray = 0c, 0m, 0y, 17k.
Another major design element for EQUUS branding in heavy black elements. Contrast is important, for demonstrating EQUUS gauges and all elements should contain high contrast.
Background
Elements
USAGE
11
PRIMARY TYPOGRAPHY
The Univers font family is the primary typeface used to communicate the Innova Brand.
It is an easy to read sans serif and provides versatility in size, range and weight.
Univers Family | All weights
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
!@#$%^&*():;”.,
!@#$%^&*():;”.,
SECONDARY TYPOGRAPHY
The Walkway font family is the secondary choice to be used for titles, or in combination with the primary font
family.
Walkway Family | All weights
!@#$%^&*():;”.,
!@#$%^&*():;”.,
(Walkway font family can be downloaded from www.Dafont.com)
ALTERNATE TYPOGRAPHY
When recommended fonts are unavailable.
Arial Family | All weights
!@#$%^&*():;”.,
!@#$%^&*():;”.,
EQUUS
Typography
12
PHOTOGRAPHIC STYLE
Photography is a important visual aspect of EQUUS packaging. Product photography should consist of a 3/4 view
or a straight profile shot of the product and should showcase any important key features. The consumer should
be able to see the quality and detail that goes into EQUUS products.
Product
Photography
13
The iEQUUS Performance line offers the latest in interior styling
and superior performance. Every gauge and tachometer was
meticously designed and tested by skilled technicians to ensure
durability and incredible accuracy.
Includes detailed instructions and necessary adaptors required
for installation.
La linea iEQUUS Performance ofrece lo más reciente en cuanto
a estilo interior, así come también un funcionmiento superior.
Cada medidor y cada tacómetro ha sido diseñado y probado
meticulosamente por técnicos idóneos, con el fin de asegurar su
durabilidad e increible precisión.
Incluye instrucciones detalladas y los adaptadores necesaries
para la instalación.
La gamme de produits iEQUUS Performance offre les styles
intérieurs les plus modernes et un rendement supérieur. Chaque
jauge et tachymètre a été conçu et vérifié méticuleusement par
des techniciens experts pour en ascurer la durabilité et une
précision incroyable.
Colored bullets are used
to differentiate between
the three language on
the packaging. Red for
English, green for Spanish, and blue for French.
Comprend des instructions détaillées et las adaptateurs requis
pur faire l’installation.
Example of how to include product information, needs to be changed in order
to be specific to each product
WE EMPLOY TECHNICIANS CERTIFIED BY ASE ONLY.
LET US SHOW YOU THEIR CREDENTIALS.
Product information is important because it tells the customer what they need to know about the product at a
Have questions? ¿Tiene alguna pregunta? Des questions?
glance. The product information on EQUUS packaging can be found on the sides and back panels, and can consists of type and photography.
Product information should include a primary product description, written in three languages, as well any important features of the product. Product descriptions must always appear in three languages: English | French |
© 2012
Equus
Products,
Spanish. All languages must appear in the same size and font weight (i.e. if English copy
is in
10 point
italics,Inc.
than
all other languages must also be in 10 point italics). All copy should be larger enough to be legible.
The information needs to be large enough to be easily readable, so that the consumer can make an informed decision about the product.
©2012 Equus Products, Inc.
17352 Von Karmen Ave Irvine, CA 92614 All rights reserved.
ISO 9001 2000 Certified Company
Made in China
www.Equus.com
Fabriqué en Chine / Hecho en China
Equus Products, Inc.
Tensión: 12 volts
MRP# 96-0065 Rev.A
Product
Information
14
Registered Trademark
EQUUS is a registered trademark. Use ® in superscript (a letter, figure, or symbol written or printed above the
line) after initial reference to EQUUS® in every document.
• The registered trademark in the logo should always remain at ???% of the size of the logo
and line up with the cap height (the height from the baseline to the top of the uppercase
letters in a font). The logo should never be altered at any time.
• When the registered trademark is being used in a text format, the option to use an auto
matic superscript is preferred. If the superscript option is not available the registered trade
mark should be 6pts smaller than the size of the type and line up with the cap height.
Copyright Notices
• All media and public communications should always carry the standard EQUUS copyright
notice: Copyright © 2013 ??????????. All rights reserved. | U.S. Patents: #?????????? other patents pending.
Referencing Equus®
• • • • When listing the Innova website, always use a capital “E” as follows: www.Equus.com or
Equus.com
When listing the Equus toll-free phone number always use periods instead of dashes
or parenthesis. Always use 800.544.4124. It is preferred to include actual phone number as follows: 714.214.6803
When referencing Equus pricing, please contact Equus ??????? to obtain the correct price
format.
When referencing Equus, always use a capital “E”.
Trademark &
Copyright
15
PACKAGING EXAMPLES
16
Please visit www.Equus.com for additional installation
tips and options.
Visite www.Equus.com para obtener recomendaciones
y opiones de instalación adicionales.
www.Equus.com
SVP, consultez le site www.Equus.com pour avior
d’autres conseils et optiones d’installation.
Back-Lit™
Quick & Easy Mounting
Montaje Rápido y Sencillo
Montage Rapide et Facile
Locking Ring
Anneau de Verrouillage
Anillo de Sujeción
for installation.
La linea iEQUUS Performance ofrece lo más reciente en cuanto a
estilo interior, así come también un funcionmiento superior.
Includes four mood
changing colors ...
Incluye cuatro colores para
cambiarlos a su gusto ...
Comprend quatre couleurs de
changement d’humeur ...
www.Equus.com
714.241.6803
© 2015 Equus Products, Inc.
Made in China
www.Equus.com
Tensión: 12 volts
MRP# 96-0065 Rev.A
EQUUS packaging is created to have a distinct and signature look, focusing on product visibility and easy brand
recognition. The signature look consists of gray gradient background, solid black accents on bottom, solid red and
black accents on top, with easy to read product information in three languages.
Packaging
Examples
PACKAGING SIGNATURE
17
tips and options.
www.Equus.com
The iEQUUS Performance line offers the late
and superior performance. Every gauge and
meticously designed and tested by skilled tec
Back-Lit™
Locking Ring
Anillo de Sujeción
Includes detailed instructions and necessary
for installation.
La linea iEQUUS Performance ofrece lo más
estilo interior, así come también un funcionm
Cada medidor y cada tacómetro ha sido diseñ
meticulosamente por técnicos idóneos, con e
Incluye instrucciones detalladas y los adaptad
La gamme de produits iEQUUS Performance
intérieurs les plus modernes et un rendemen
jauge et tachymètre a été conçu et vérifié mé
des techniciens experts pour en ascurer la du
Comprend des instructions détaillées et las a
Includes four mood
changing colors ...
Have questions? ¿Tiene alguna pregunt
www
714.241.
© 20
Ave Irvine, CA 92614 All rights reserved.
ertified Company
Made in China
ucts, Inc.
Tensión: 12 volts
MRP# 96-0065 Rev.A
EQUUS packaging fronts consist of the gray gradient background, product logo, and features a cut-out which
makes the product clearly visible to the consumer.
The top of the packaging consists of the product logo on a red background, solid black background, support information in three languages, and EQUUS web address.
Packaging
Examples
PACKAGING FRONT & TOP
18
tips and options.
www.Equus.com
The iEQUUS Performan
and superior performan
meticously designed an
durability and incredibl
Back-Lit™
Includes detailed instru
for installation.
La linea iEQUUS Perfor
estilo interior, así come
Cada medidor y cada ta
meticulosamente por t
durabilidad e increible
Incluye instrucciones d
Locking Ring
Anillo de Sujeción
La gamme de produits
intérieurs les plus mod
jauge et tachymètre a é
des techniciens experts
Comprend des instruct
Includes four mood
changing colors ...
Have questions? ¿Tie
uus Products, Inc.
reserved.
hina
en Chine / Hecho en China
2 volts
0065 Rev.A
EQUUS packaging side panels consist of the gray gradient background, product logo, and contains the overflow
edges of the cut-out from the front panel. Included on the right panel are gauge functions with descriptions in
three languages. Included on the left panel in an infographic demonstrating mounting instructions.
Packaging
Examples
PACKAGING SIDE PANELS
19
tips and options.
Locking Ring
Anillo de Sujeción
for installation.
La linea iEQUUS Performance ofrece lo más reciente en cuanto a
estilo interior, así come también un funcionmiento superior.
www.Equus.com
714.241.6803
© 2015 Equus Products, Inc.
Made in China
www.Equus.com
Tensión: 12 volts
MRP# 96-0065 Rev.A
EQUUS packaging fronts consist of the gray gradient background, product logo, and features product information
which must appear in three languages: English | French | Spanish. Colored bullets are used to differentiate English language from the other two translations. Technical assistance information is provided on the bottom of the
back panel.
The bottom of the packaging consists of a solid black background with legal/company information in white, and
includes the EQUUS logo.
Packaging
Examples
PACKAGING BACK & BOTTOM
20
www.Equus.com
www.Equus.com
in China
MadeMade
in China
Hecho en China
Hecho
en
China
Fabriqué
en Chine
Fabriqué
en Chine
Tensión:
12 volts
Tensión:
12 volts
Made
in China
Made
in China
Hecho en China
Hecho
en
China
Fabriqué
en Chine
Fabriqué
en Chine
Tensión:
12 volts
Tensión:
12 volts
www.Equus.com
www.Equus.com
MRP# 96-0095
MRP# 96-0095
MRP# 96-0095
MRP# 96-0095
ASK THE ASE CERTIFIED TECHS WHO DESIGNED IT
EQUUS blister packaging is a simplified version of the carton packaging. It consists of a solid gray background,
with a solid EQUUS red bar along the top and a solid black bar along the right side of the packaging with the
EQUUS website in white type aligned over the top. Include the EQUUS logo above the product cut-out hole,
which should be centered in the blister packaging. Include the ASE certified logo, with contact information along
the Any necessary additional information can be included on the back of the red panel that gets folded over to the
back.
Packaging
Examples
BLISTER PACKAGING
21
Accessories
9832 | Electronic Oil Pressure Sender
HardWare & MoUntinG oPtionS
| For EQUUS® Electric Oil Pressure Gauges
| 1/8” - 27 NPT thread with 1/4” NPT adaptor
9801 | Oil Pressure Nylon Tubing Kit
9841 | Oil Pressure Adapter Kit (U.S. Domestic & Asian)
| For U.S. Domestic and Asian import vehicles
| 1/8”-27 NPT to 1/4”-18 NPT and 1/8”-28 BSP
| Includes 1/8” 1/4” NPT adaptors and
72” nylon tubing to install EQUUS®
oil pressure gauges
9848 | Oil Pressure and Electronic Temperature Metric Adapter Kit
| 1/8”-27 NPT to M10 x 1, M12 x 1.5, M14 x 1.5, M16 x 1.5, 1/8”-28 BSP
9851 | Mechanical Water Temperature Adapter Kit (U.S. Domestic & Asian)
| 5/8”-18 UNF to 3/8”-18 NPT, 1/4”-18 NPT, 1/2”-14 NPT, M16 x 1.5
9861 | Electrical Water Temperature Adapter Kit (U.S. Domestic & Asian)
| 1/8”-27 NPT to 3/8”- 18 NPT, 1/2”- 14 NPT, 1/4”-18 NPT, M16 x 1.5
9901 | Oil Pressure Copper Tubing Kit
| Includes 72” copper tubing and required
adaptors to install EQUUS® oil pressure
gauges
QUicK & eaSY MoUntinG
9982 | GM Fuel Level Sender
EQUUS® gauges feature rear twist-on ring
mount design to make mounting easy.
| Fuel sender for EQUUS® gauge
items #7362 and #8362
9995 | Replacement Inductive Pickup
for Tachometers
All of the Equus and iEquus Performance™ tachometers are designed
to easily install on a majority of Domestic, European and Asian
Import vehicles right out of the box. All our gauges work with HEI
and conventional ignition systems. Our high end gauges* also work
with distributorless (DIS) and some coil-on-plug systems using the
included inductive pickup.
1. Inductive Pickup* – Simply clamp it to any spark plug wire and
connect to the mounted Tach to accurately monitor vehicle RPM.
2. Hardwire – Lets die-hard enthusiasts connect directly to the
signal source such as the negative side of an ignition coil for
conventional ignition systems.
* 6086, 7086, 8080, 8068 gauges
| For all EQUUS® 3-3/8” and 5” Tachometers
9835 | Electric Water Temperature Sender
| For EQUUS® Electric Water
Temperature Gauges
| 1/8”-27 NPT thread
See Store PerSonnel for SPecial orderS
17352 Von Karman Ave. Irvine, CA 92614 | Sales: (714) 433-0121 | sales@equus.com | Service: (714) 241-6802
Because we are committed to continuous product improvement, as such we reserve the right to change models,
specifications, features or materials at any time without notice. Copyright ©2015 IEC. All rights reserved. MRP # 94-0101
Last Page
Automotive
ta c H o M e t e r S & G a U G e S
Cover Page
EQUUS sales collateral consists of bold gradient blocks of bold the red and gray gradients, with accents of solid
black. The title page should consists of a high resolution hero shot of the gauges, and the following pages should
clearly present the gauges and accessories. Each catalogue section should have a solid black title block, with the
section header in Walkway in white type and sub-header in EQUUS red.
Sales
Collateral
CATALOGS
22
8000 Series
6000 Series
Perfect cHoice to finiSH tHe daSH
YoUr GaUGe needS
| Modern Performance | Customizable colored back lighting option
rePlaceMent GaUGeS
| Satin Black Bezel
coMPlete lineUP to cover all
P e r f o r M a n c e ta c H S & G a U G e S
o n Y o U r l at e S t P r o j e c t
Customizable
back light color
options included
ta c H o M e t e r S
SPeedoMeterS
8080 | 5” Shift-Light Tachometer | DIS & COP 8076 | 3-3/8” SPEEDO | 160 MPH
8068 | 3-3/8” Tachometer | DIS & COP
8075 | 3-3/8” KPH SPEEDO | 260 KPH
triPle GaUGeS
8100 | 1-1/2” Triple Gauge Kit with Voltmeter
8200 | 2” Triple Gauge Kit with Voltmeter
90˚ SWeeP GaUGeS
270˚ SWeeP GaUGeS
8162 | 1-1/2” Electrical Water Temp Gauge Kit
8164 | 1-1/2” Electrical Oil Pressure Gauge Kit
_______________________________________________________________
8241 | 2” Transmission Temp Gauge Kit
8243 | 2” Oil Temp Gauge Kit
8262 | 2” Electrical Water Temp Gauge Kit
8264 | 2” Electrical Oil Pressure Gauge Kit
8268 | 2” Voltmeter
8361 | 2” Fuel Level Gauge | Ford & Chrysler
8362 | 2” Fuel Level Gauge | GM
8363 | 2” Fuel Level Gauge | AMC & SW
_______________________________________________________________
8462 | 2-5/8” Electrical Water Temp Gauge Kit
8464 | 2-5/8” Electrical Oil Pressure Gauge Kit
8468 | 2-5/8” Voltmeter Gauge Kit
8242 | 2” Mechanical Water Temp
Gauge Kit
8244 | 2” Mechanical Oil Pressure Gauge Kit
8257 | 2” Vacuum/Boost
8360 | 2” Programmable Fuel Gauge Kit
8366 | 2” Air/Fuel Ratio Gauge Kit
_______________________________________________________________
8442 | 2-5/8” Water Temp Gauge Kit
8444 | 2-5/8” Oil Pressure Gauge Kit
8457 | 2-5/8” Vacuum Boost Gauge Kit
7000 Series
triPle GaUGeS
6068 | 3-3/8” Black Tachometer 6076 | 2-1/2” Chrome Tachometer
6086 | 2-1/2” Black Tachometer
DIS & COP
6078 | 3-3/8” Chrome Tachometer
6088 | 3-3/8” Black Tachometer
90˚ SWeeP GaUGeS
6232
6234
6262
6268
|
|
|
|
270˚ SWeeP GaUGeS
2” Mechanical Water Temp Gauge Kit
2” Mechanical Oil Pressure Gauge Kit
2” Electrical Water Temp Gauge Kit
2” Voltmeter Gauge Kit
6242 | 2” Mechanical Water Temp Gauge Kit
6210 | 2” Hour Meter with Flange Mount
additional GaUGeS
8000 | 2” Quartz Clock
8257 | 2” Boost Gauge
8366 | 2” Air/Fuel Ratio Gauge
5000 Series
claSSic PerforMance looK
| Stainless Steel Bezel
c l a S S i c ta c H S & G a U G e S
Hi PerforMance, affordable Price
eQUUS GaUGeS
7068 | 3-3/8” Stainless Steel Tachometer
DIS & COP
SPeedoMeterS
7072 | 3-3/8” SPEEDO | 120 MPH
7079 | 3-3/8” KPH SPEEDO | 190 KPH
triPle GaUGeS
5078 | 3-3/8” White Tachometer
5076 | 2-1/2” White Tachometer
triPle GaUGeS
SinGle GaUGeS
7200 | Triple Gauge Kit with Voltmeter
5242 | 2” Water Temp Gauge Kit
5244 | 2” Oil Pressure Gauge Kit
5268 | 2” Voltmeter Gauge Kit
90˚ SWeeP GaUGeS
7232
7234
7262
7268
7361
7362
7363
|
|
|
|
|
|
|
2” Mechanical Water Temp Gauge Kit
2” Mechanical Oil Pressure Gauge Kit
2” Electrical Water Temp Gauge Kit
2” Voltmeter Gauge Kit
2” Fuel Level Gauge | Ford & Chrysler
2” Fuel Level Gauge | GM
2” Fuel Level Gauge | AMC & SW
270˚ SWeeP GaUGeS
7242 | 2” Mechanical Water Temp Gauge Kit
all eQUUS GaUGeS offer:
| Lifetime technical support | Easy installation | Quality Built gauges since 1967
| All gauges include adaptors for installation into most vehicles; additional adaptors are available to allow installation into vehicles not covered.
For more information on each gauge scan here.
Inner page spread
The inner pages should clearly present the gauges. Black gauges should be presented against the gray gradient
background and white gauges should be presented against the red gradient background. Each catalogue section
should have a solid black title block, with the section header in white and sub-header in EQUUS red.
Sales
Collateral
CATALOGS
23

2015 Branding Standards

Transcription

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