SME Branding Guidelines - SME Education Foundation

SME
Version 2
BRAND
standards guide
Contents
3. What is the SME brand?
4. What are brand standards?
6. SME logos
8. SME tagline treatments
11. Unacceptable uses of the SME logo
13. Digital file formats
14. Color palette
16. Typography
18. Co-branding
20. Corporate communications
26. SME letterheads
27. Employee email signature
28. Boilerplate
29. Membership/Chapter logos
30. SME business units
31. SME-EF & PRIME brand standards
47. Contacts
What is the SME brand?
As a nonprofit organization, our purpose is to advance manufacturing and attract future generations. It’s what we do.
It’s who we are. We fulfill this purpose through five business units:
Tooling U-SME – We build strong, knowledgeable manufacturing communities through professional development and
training programs for companies, educators and individuals. With a friendly, consultative approach and customizable,
innovative delivery methods, Tooling U-SME helps manufacturers and their workforce grow.
Events – Through interactive face-to-face events such as tradeshows and conferences, we serve as the manufacturing
industry’s vital conduit. We create opportunities for people to share knowledge, showcase innovation, grow their
businesses and build relationships.
Membership – SME is a resource for manufacturing knowledge, education and training. SME’s relationships with key
stakeholders provide a macro-level outlook on manufacturing workforce trends, create industry-relevant expertise and
engage a multifaceted community of subject matter experts.
SME Education Foundation – The SME Education Foundation serves the manufacturing industry by inspiring,
preparing and supporting the advanced manufacturing workforce of the future. We connect people with a passion for
manufacturing to opportunities and resources at all levels of the industry, through funding and outreach programs.
Advanced Manufacturing Media – SME’s media division publishes many printed and digital media products for
the manufacturing industry that are typically supported by advertising revenue. This includes a monthly magazine,
Manufacturing Engineering, annual industry yearbooks, technical papers, enewsletters, custom media projects, a
website and more.
Together, these entities make up the SME brand. The SME brand is not limited to a logo or a tagline. Our brand is our
corporate identity: it’s what comes to mind when people think about SME. Everything from advertising and marketing
to press coverage, personal experience and word of mouth inform people about a brand. A strong brand image allows
us to distinguish ourselves from our competitors as the industry leader and preeminent manufacturing resource.
3.
What are brand standards?
Brand standards are requirements for reproducing our brand elements for print, online, broadcast and promotional items.
To ensure the consistency, clarity and effectiveness of the SME brand, please adhere to the brand standards detailed in this
guide for all branded elements, including but not limited to:
Marketing and promotional materials
•
•
•
•
•
•
•
•
Apparel
Online and any other electronic media
Print ads
Signage
Billboards
Videos and broadcast
PowerPoint presentations
Stationary
To make sure the SME logo is being used properly, all materials produced externally with the SME logo need to be reviewed
and approved by the Creative Manager.
Copy should be reviewed by the appropriate subject matter expert in the SME organization or Marketing Manager, as well
as the Communications Manager.
4.
Why is brand
consistency important?
Consistency creates credibility. It is the key to building a brand that our customers come to know, value and trust. As employees,
we are all SME brand ambassadors. It is up to each of us to ensure that all the business units communicate with the same voice and
image, demonstrating that each entity is part of the greater whole that is SME.
5.
SME logos
Approved uses smaller than six inches.
For materials that require an SME logo smaller than six inches, such as print and promotional items, you may choose from the
approved logo options shown below. You can find these on the Y:\Comm\SME BRAND Elements. Please consult the Creative
Manager if you need help choosing the best treatment.
COLOR
BLACK
WHITE WITH COLOR
WHITE
6.
SME logos
Approved uses larger than six inches.
For materials that require an SME logo that is larger than six inches, such as billboards and signage, you may choose from
the approved logo options below. You can find these on the Y:\Comm\SME BRAND Elements. Please consult the Creative
Manager if you need help choosing the best logo treatment.
COLOR
BLACK
WHITE WITH COLOR
WHITE
7.
SME tagline treatments
The SME tagline is “Making the future. Together.” This is an element of the SME brand identity. Logo usage with or without the
tagline is acceptable.
The placement of the tagline is such that the “M” in “Making” aligns left with the left leg of the “m” in “sme.”
8.
SME logos with taglines
Approved uses smaller than six inches.
If you are using an SME logo with tagline application that is smaller than six inches, such as print and promotional items, you
may choose from the approved logo with tagline options shown below. You can find these on the Y:\Comm\SME BRAND
Elements. Please consult the Creative Manager if you need help choosing the best treatment.
COLOR
BLACK WITH GRAY TAGLINE
BLACK
WHITE WITH COLOR HURRICANE
WHITE
9.
SME logos with taglines
Approved uses larger than six inches.
If you are using an SME logo with tagline application that is six inches or larger, such as billboards and signage, you may choose
from the approved logo with tagline options shown below. You can find these on the Y:\Comm\SME BRAND Elements. Please
consult the Creative Manager if you need help choosing the best treatment.
COLOR
BLACK WITH GRAY TAGLINE
BLACK
WHITE WITH COLOR HURRICANE
WHITE
10.
Unacceptable uses
of the SME logo
It is extremely important for brand success that the SME brand identity, marks, program logos and other graphic elements
be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all
graphical elements. The examples on this and the following page illustrates unacceptable displays.
• Do not distort any portion of the identity.
• Do not tilt the identity.
• Do not change the tagline size.
• Do not alter the alignment of the tagline.
• Do not rearrange components in the identity.
• Do not apply effects.
• Do not remove the ® mark.
• Do not change the colors of the identity.
• Do not crop the logo.
11.
Unacceptable uses
of the SME logo (cont.)
DISTORTED PROPORTION
TILTED
ALTERED TAGLINE SIZE
MOVED TAGLINE
REARRANGED COMPONENTS
EFFECTS APPLIED
REGISTRATION MARKS
REMOVED
COLOR CHANGED
CROPPED
12.
Digital file formats
To ensure the best results, please use the appropriate digital format for producing SME-branded materials. Follow these guidelines:
.eps –This format is vector art. This means it can be enlarged without losing resolution or pixelating. .jpg, .png, .tif, .pdf – This file format
must be used at 100% or smaller than the original file size. It will lose resolution and pixelate if enlarged above its original file size.
If you have questions or need help deciding which format is best, please contact the Creative Manager.
13.
Color palette
The SME color palette consists of a primary palette and a secondary color palette of accent colors that provide
enhancements and flexibility to the brand identity system.
Primary
PANTONE®
PANTONE®
PANTONE®
PANTONE®
540
646
584
COOL GRAY 7C
CMYK
CMYK
CMYK
CMYK
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
C100 M80 Y39 K37
C67 M39 Y13 K0
R13 G51 B83
C19 M5 Y83 K0
R93 G138 B181
#153254
C0 M0 Y0 K50
R215 G216 B83
#5F8BB3
R147 G147 B147
#D6D65E
#969696
Secondary PANTONE®
GRAY
PANTONE®
PANTONE®
®
PANTONE
PAN-
PANTONE®
3258C
90%
123C
3145C
1797C
290C
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
RGB
RGB
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
HEX
HEX
C64 M0 Y39 K0
R74 G161 B138
#4EA08A
C0 M0 Y0 K90
R65 G65 B65
#414141
C0 M24 Y94 K0
R245 G196 B36
#FFC72C
C100 M36 Y38 K8
R0 G117 B141
#00788B
C12 M95 Y84 K2
R209 G50 B57
#CF323B
C25 M6 Y3 K0
R188 G217 B233
#BCD9E9
14.
Color palette usage
Use the SME color palette in the proportions depicted by the size of the circles on this page. The largest circles show the
primary color palette. The secondary colors are shown in proportionately smaller circles. Applying the color palette in these
proportions will maintain the core brand identity color scheme and provide flexibility and variety across a broad range of
SME communications.
Pantone 584
Pantone
Cool Gray 7
Pantone 540
Pantone 646
Pantone 1797
Pantone 3258
Pantone 123
Pantone 290
Pantone 3145
Gray 90%
15.
Typography
The SME brand uses Proxima Nova for headlines and subheads and Neutraface Text for body copy. Arial is used as the digital
alternative for website, email and other online communications.
Body copy style usage (light or book) is to be determined by the designer with consideration for the production of the piece.
Headline & Subheads
PROXIMA NOVA
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Body NEUTRAFACE TEXT
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
16.
Typography (cont.)
Call outs NEUTRAFACE TEXT
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Web/Alternate
ARIAL
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
17.
Co-branding
There are many instances in which the SME logo appears in conjunction with other brands, such as for event shows and marketing
materials. The following examples relate to the scenarios in which the SME logo will appear with event titles as the sole sponsor,
lead sponsor and co-sponsor, respectively. Please note the phrase “produced by” is flush left with the “s” in “sme.” These logos are
available on Y:\Comm\SME BRAND Elements.
Sole sponsor/wholly owned (sme lockup)
For SME’s wholly owned events, where it is the sole sponsor, use this orientation of event title and placement/orientation of the SME
logo. Four versions can be used. The color, black, white or white with colored hurricane reversed out on a solid dark color.
18.
Co-branding examples
Lead sponsor (with one or more subordinate sponsors)
Co-sponsor (with equal sponsors such as Fabtech)
When SME is the lead sponsor of an event that includes
In this scenario, SME and other co-sponsor logos will be
subordinate sponsors, the SME logo appears with the
of the same height, width and/or scale. The SME logo size
phrase “EVENT NAME is produced by “SME” to denote its
and scale will be set as follows: the height of the icon will
lead sponsor role. Logos of other sponsors appear at the
determine the ascender line and the typography of the logo
same size as the SME logo, however, the SME logo always
will determine the baseline. The most common scenario will
appears first.
be a horizontal placement of all co-sponsor logos, one color
or reversed out of a solid color.
COMPANYB
EVENT NAME® is produced by SME
X
COMPANYB
COMPANYC
X
The distance between the SME logo and the other sponsor must be
the same as the M height of the phrase “EVENT NAME produced by
SME.” This phrase should be centered in the entire space used by the
SME and partner logos. The space between the phrase and the logo
lockup is the same as the “M” height of the phrase.
In the case where no “produced by” phrase is used, the minimum space
between the SME logo and the other co-sponsor logos should be equivalent
to the width of the “m” in SME.
19.
Corporate full-page ads
Below are the latest options for SME corporate branding ads. The ads were designed to provide the flexibility to focus on specific
industries simply by changing the photos and the messaging, while maintaining a consistent look and feel.
Advancing manufacturing.
Enriching people.
Advancing manufacturing.
Enriching people.
SME is dedicated to the continuing growth and success
of the manufacturing industry. Through education,
leadership and support, our goal is to connect people
with manufacturing solutions and enrich the next
generation of manufacturing professionals.
SME is dedicated to the continuing growth and success
of the manufacturing industry. Through education,
leadership and support, our goal is to connect people
with manufacturing solutions and enrich the next
generation of manufacturing professionals.
sme.org
sme.org
Advancing manufacturing.
Enriching people.
Advancing manufacturing.
Enriching people.
SME is dedicated to the continuing growth and
success of the manufacturing industry. Through
our industry expertise, resources and leading-edge
training and development, we connect people
with manufacturing solutions and enrich the next
generation of manufacturing professionals.
SME is dedicated to the continuing growth and success
of the manufacturing industry. Through education,
leadership and support, our goal is to connect people
with manufacturing solutions and enrich the next
generation of manufacturing professionals.
sme.org
9371 Full page Corp Ad_ADYbook_FINAL.indd 1
sme.org
VERTICAL AND HORIZONTAL PHOTOS
7/18/14 8:44 AM
20.
Corporate half-page ads
The SME corporate branding ads have also been formatted for half-page ads, as depicted below. The ads are designed to provide
the flexibility to focus on specific industries simply by changing the photos and the messaging, while maintaining a consistent look and feel.
Advancing manufacturing. Enriching people.
Advancing manufacturing.
Enriching people.
SME is dedicated to the continuing
growth and success of the
manufacturing industry. Through
our industry expertise, resources
and leading-edge training and
development, we connect people
with manufacturing solutions and
enrich the next generation of
manufacturing professionals.
sme.org
VERTICAL PHOTOS
SME is dedicated to the continuing growth and success of the
manufacturing industry. Through our industry expertise,
resources and leading-edge training and development,
we connect people with manufacturing solutions
and enrich the next generation of
manufacturing professionals.
sme.org
HORIZONTAL PHOTOS
21.
Corporate banner ads
A digital format of the SME corporate ad has been developed to provide consistent messaging across all media. The ads are designed
to provide the flexibility to focus on specific industries simply by changing the photos and the messaging, while maintaining a consistent
look and feel.
400 X 60 BANNER AD
Advancing manufacturing.
Enriching people.
sme.org
ANIMATED GIF
sme.org
FRAME 1
Advancing manufacturing.
Enriching people.
sme.org
FRAME 2
22.
Corporate brochure
The latest corporate brochure provides a comprehensive overview of SME and our services. It also includes a pocket that can house
additional materials and a place for a business card.
Membership
Membership| |sme.org/benefits
sme.org/benefits
SME is an organization for individuals, students, educators and companies involved in all facets of
manufacturing. Founded in 1932, it is dedicated to advancing and educating the manufacturing industry.
This is accomplished through a variety of tactics and outlets including events, media, membership,
training and development, and an education foundation. SME focuses its efforts on several areas of
manufacturing: aerospace and defense, energy, medical and motorized vehicles.
SME
SMEmembers
membersare
aresuccessful
successfulbusiness
businessowners
ownersand
andmanufacturing
manufacturingpractitioners
practitioners
with
withexperience
experienceacross
acrossa variety
a varietyofoffields
fieldsand
andleading
leadingmanufacturing
manufacturingcompanies
companies
and
andinstitutions,
institutions,including
includingBoeing,
Boeing,Caterpillar,
Caterpillar,Ford
FordMotor
MotorCo.,
Co.,General
GeneralMotors,
Motors,
NASA,
NASA,Northrop
NorthropGrumman,
Grumman,John
JohnDeere,
Deere,America
AmericaMakes
Makesand
andmany
manymore.
more.
Members
Membershave
haveaccess
accesstotoa tremendous
a tremendousnetwork
networkofofmanufacturing
manufacturinginnovation
innovation
from
frompeers
peersand
andthe
theconnectivity
connectivitySME
SMEprovides.
provides.
Events | sme.org/events
Training
Training&&Development
Development| |toolingu.com
toolingu.com
Through its events, SME brings the best prospects for your business to you.
This allows you to spend your time doing what matters: face-to-face interaction
with the people who can impact your bottom line.
Tooling
ToolingU-SME
U-SMEdelivers
deliversversatile
versatilelearning
learningand
anddevelopment
developmentsolutions
solutionstotothe
the
manufacturing
manufacturingworkforce.
workforce.Companies
Companiesselect
selectit ittotoeducate
educatetheir
theirworkforce,
workforce,
increase
increaseproductivity
productivityand
andproduct
productquality.
quality.Education
Educationinstitutions
institutionsturn
turntotoTooling
Tooling
U-SME
U-SMEtotoaugment
augmenttheir
theirlearning
learningplans,
plans,providing
providingtheir
theirinstructors
instructorswith
withmore
more
time
timeforforhands-on
hands-oninstruction.
instruction.Individuals
Individualsturn
turntotoit ittotogain
gainnew
newskills
skillsand
andadvance
advance
their
theircareers.
careers.
Training & Development | toolingu.com
You don’t have to be a big business to find big solutions. An SME event gives
attendees from all walks of manufacturing an experience they never forget and
often repeat: revolutionary technologies, business-changing innovations and
your next competitive advantage — all on display in a hands-on, flexible,
learning environment.
Tooling
ToolingU-SME
U-SMEhas
hasdeveloped
developeda range
a rangeofofproducts
productsand
andservices
servicestotosimplify
simplifyyour
your
training
traininginitiative
initiativeand
andhelp
helpyou
youachieve
achieveyour
yourgoals
goalswith
withconfidence.
confidence.
• Online
• OnlineClasses.
Classes.
• Certifications.
• Certifications.
• Instructor-Led
• Instructor-LedTraining.
Training.
• Custom
• CustomContent.
Content.
• Assessments.
• Assessments.
• Digital
• DigitalBooks
Booksand
andVideos.
Videos.
Tooling U-SME delivers versatile learning and development solutions to the
manufacturing workforce. Companies select it to educate their workforce,
increase productivity and product quality. Education institutions turn to Tooling
U-SME to augment their learning plans, providing their instructors with more
time for hands-on instruction. Individuals turn to it to gain new skills and advance
their careers.
Tooling U-SME has developed a range of products and services to simplify your
training initiative and help you achieve your goals with confidence.
• Online Classes.
• Certifications.
• Instructor-Led Training.
• Custom Content.
• Assessments.
• Digital Books and Videos.
Media | advancedmanufacturing.org
Education
EducationFoundation
Foundation| |smeef.org
smeef.org
Since
Since1998,
1998,the
theSME
SMEEducation
EducationFoundation
Foundationhas
hasinvested
investedmore
morethan
than$8$8million
millioninin
youth
youthprograms,
programs,helping
helpingover
over60,000
60,000students
studentsexplore
explorecareer
careeropportunities
opportunitiesinin
science,
science,technology,
technology,engineering
engineeringand
andmathematics
mathematics(STEM)
(STEM)education.
education.Through
Throughitsits
partnerships
partnershipswith
withcorporations,
corporations,foundations,
foundations,organizations
organizationsand
andindividual
individualdonors,
donors,
the
theFoundation
Foundationalso
alsoprovides
providesscholarships,
scholarships,grants
grantsand
andawards
awardstotaling
totalingmore
morethan
than
$25
$25million.
million.
ItsItsnewest
newestprogram,
program,PRIME
PRIME= Partnership
= PartnershipResponse
ResponseInInManufacturing
ManufacturingEducation,
Education,
is isa call
a calltotoaction
actiondesigned
designedtotocreate
createstrong
strongpartnerships
partnershipsbetween
betweenorganizations,
organizations,
businesses
businessesand
andexemplary
exemplaryschools
schoolstotoprovide
providea comprehensive,
a comprehensive,community-based
community-based
approach
approachtotomanufacturing
manufacturingeducation.
education.The
TheFoundation
Foundationprovides
providesa variety
a varietyofof
support
supporttotoensure
ensuresuccess
successofofeach
eachofofthe
thePRIME
PRIMEschools
schoolschosen.
chosen.
Membership | sme.org/benefits
SME members are successful manufacturing practitioners and business owners
with experience across a variety of fields and from leading manufacturing
companies and institutions, including Boeing, Caterpillar, Ford Motor Co.,
General Motors, NASA, Northrop Grumman, John Deere, America Makes and
many more. Members have access to a tremendous network of manufacturing
innovation from peers and the connectivity SME provides.
Advancing
Advancingmanufacturing.
manufacturing.
Enriching
Enrichingpeople.
people.
SME’s Advanced Manufacturing Media group is a leading source for news and
in-depth technical information about advanced manufacturing in North America.
It serves an audience of more than 100,000 manufacturing professionals who
subscribe to its trusted Manufacturing Engineering magazine, iTunes App, annual
yearbooks, e-newsletters, technical papers and other products. Coverage is
focused on manufacturing for the world’s most critical industries: aerospace and
defense, motorized vehicles, medical and energy.
Education Foundation | smeef.org
Since 1998, the SME Education Foundation has invested more than $8 million in
youth programs, helping over 60,000 students explore career opportunities in
science, technology, engineering and mathematics (STEM) education. Through its
partnerships with corporations, foundations, organizations and individual donors,
the Foundation also provides scholarships, grants and awards totaling more than
$25 million.
One
OneSME
SMEDrive,
Drive,Dearborn,
Dearborn,MI
MI48128
48128
800.733.4763
800.733.4763| 313.425.3000
| 313.425.3000| service@sme.org
| service@sme.org| sme.org
| sme.org
Follow
Follow@sme_mfg
@sme_mfgononTwitter
Twitterororfacebook.com/smemfg
facebook.com/smemfg
BACK COVER
The SME Education Foundation’s program, Partnership Response In Manufacturing
Education (PRIME), is a call to action designed to create strong partnerships
between organizations, businesses and exemplary schools to provide a
comprehensive, community-based approach to manufacturing education. The
Foundation provides a variety of support to ensure success of each of the
PRIME schools chosen.
COVER
INSIDE
9356_SME Corp Bro_FINAL Folder.indd 1
23.
800.73
Follow
Corporate fact sheet
The SME fact sheet provides a quick overview of SME and showcases the corporate look and feel.
SME FACT SHEET
SME FACT SHEET
FRONT
BACK
Media | advancedmanufacturing.org
Membership | sme.org/benefits
SME’s Advanced Manufacturing Media group is a leading
source for news and in-depth technical information about
advanced manufacturing in North America. It serves
an audience of more than 100,000 manufacturing
professionals who subscribe to its trusted
Manufacturing Engineering magazine, iTunes App, annual
yearbooks, e-newsletters, technical papers and other
products. Coverage is focused on manufacturing for the
world’s most critical industries: aerospace and defense,
motorized vehicles, medical and energy.
SME members are successful manufacturing
practitioners and business owners with experience
across a variety of fields and from leading
manufacturing companies and institutions,
including Boeing, Caterpillar, Ford Motor Co.,
General Motors, NASA, Northrop Grumman,
John Deere, America Makes and many more.
Members have access to a tremendous network
of manufacturing innovation from peers and the
connectivity SME provides.
Training & Development | toolingu.com
Events | sme.org/events
Tooling U-SME is an industry leader in manufacturing
training and development. The organization works
with educational institutions as well as manufacturers,
including Fortune® 500 companies, across
manufacturing industries to build the workforce of the
future. Hundreds of thousands of individuals and more
than 5,000 companies rely on Tooling U-SME’s expertise,
relationships and online learning and assessment
programs to address workforce needs.
SME events are value-driven, face-to-face marketing
solutions to jumpstart personal relationships with
manufacturing decision makers. Annually, more
than 90,000 manufacturing professionals from
leading companies choose SME events because each
show embodies that same passion for innovative
production, connections to manufacturing experts
and unbiased solutions to the industry’s most
complex problems.
SME is an organization for individuals, students,
educators and companies involved in all facets of
manufacturing. Founded in 1932, it is dedicated to
advancing and educating the manufacturing industry.
This is accomplished through a variety of tactics and
outlets including events, media, membership, training
and development, and an education foundation. SME
focuses its efforts on several areas of manufacturing:
aerospace and defense, energy, medical and
motorized vehicles.
SME Education Foundation | smeef.org
The SME Education Foundation’s mission is to
prepare youth for advanced manufacturing careers
through outreach programs encouraging more than
60,000 students over the years to study science,
technology, engineering and mathematics (STEM), with
a particular focus on technology and engineering. This
is accomplished by providing scholarships, grants and
in-kind gifts, as well as investing in youth programs.
Follow @sme_mfg on Twitter or facebook.com/smemfg
One SME Drive, Dearborn, MI 48128
800.733.4763 | 313.425.3000 | service@sme.org | sme.org
One SME Drive, Dearborn, MI 48128
800.733.4763 | 313.425.3000 | service@sme.org | sme.org
24.
Twitter card
The SME Twitter card lists all of our hashtags to make it easy for customers to follow SME on Twitter.
SME TWEETS
TWEETS
SME CORPORATE ACCOUNTS
C
M
@SME_MFG
@SME_Canada
@mfgeducation
@SME_Membership
@MfgEngNews
@ToolingU
Y
CM
MY
CY
CMY
K
SME INDUSTRY
& EVENT ACCOUNTS
FRONT
BACK
@AeroDefMfg
@bigMevent
@eastec
@FabtechExpo
@houstex
@Mfg4Event
@RAPID_Event
@SOUTHTEC_Expo
@WESTEConline
@SME_WMTS
sme.org/twi†er
25.
SME letterheads
For all communications requiring a letterhead, please use the SME letterheads shown below. There are US and Canadian versions
in color and black and white. You can find these on the Y:\Comm\SME BRAND Elements.
US
CANADA
26.
Employee email signature
To ensure consistency across all our communications, we ask that all SME employees format their electronic signature as follows:
Name
Title
One SME Drive | Dearborn, MI 48128 | sme.org
Email@sme.org | O: 313.425.1234
For your convenience, you can find the template above on Y:Drive/Comm/SME BRAND Elements. Simply copy and paste the template
into the Signature Box located in Outlook/File/Options/Mail/Signatures, then customize it with your contact information. You may also
add your social media links, if you wish.
27.
Boilerplate
We’ve developed boilerplate copy for each of the SME business units to ensure consistency in our communications with various
audiences. Please use these boilerplates as needed. You can check the Media Center on sme.org/media-center to make sure you’re
using the most up-to-date versions.
28.
Membership/Chapter logos
Below is an example of the SME logo customized for specific membership chapters. If you need a logo made for a specific chapter,
email editor@sme.org. The same guidelines apply to the use of these logos as the SME corporate logo. If you need assistance,
please contact the Creative Manager.
Iowa State University S132
29.
SME business units
As we shape our brand identity, some of our business unit names have undergone changes. It is critical that we reference the complete
business unit names consistently, to help the public adopt the correct names and recognize them as part of our brand:
SME – Our legal name is Society of Manufacturing Engineers and will still appear on legal documents. However, as our brand name, it is
important that we continue to refer to ourselves as “SME.”
Tooling U-SME – While it is fine to shorten the name to “Tooling U” or “TU” internally, when we communicate to people outside of our
organization, either verbally or in writing, always use the full name, “Tooling U-SME.”
SME Membership – Always specify “SME Membership” to help instill the SME branding.
SME Education Foundation – Internally, we may use references like “SME-EF,” but externally, we should always use the full name. After the
first reference, you may refer to the SME Education Foundation as simply “the Foundation.” Also, when referencing PRIME, always spell it
out on first mention, followed by the acronym in parentheses, as follows: Partnership Response in Manufacturing Education (PRIME). After
the first mention, you can simply use the acronym.
SME’s Advanced Manufacturing Media – Is the business name of SME’s media division, which publishes many printed and digital media
products that are typically supported by advertising revenue. This includes a monthly magazine, annual industry yearbooks, technical
papers, enewsletters, custom media projects, a website and more. The business name should be used strictly in reference to the business
unit and not in place of the magazine. For reference purposes, it is appropriate to say “Advanced Manufacturing Media is the publisher
of Manufacturing Engineering magazine and other media products.” It is also appropriate to say, “SME’s Advanced Manufacturing Media
group is the publisher of Manufacturing Engineering magazine.”
Further, Manufacturing Engineering is the name of the monthly magazine published by SME’s Advanced Manufacturing Media group. The
words “Manufacturing Engineering” should be italicized in all uses. The word magazine should follow the usage whenever appropriate,
as in “Manufacturing Engineering magazine is a trusted source of advanced manufacturing news and technical information.” On second
reference, it is acceptable to use ME or ME magazine, which is preferred for clarity; the abbreviated form of the magazine should not
be italicized. For reference purposes, it is appropriate to say “Manufacturing Engineering magazine is a publication of SME’s Advanced
Manufacturing Media.”
30.
SME Education Foundation
& PRIME brand standards
The SME Education Foundation logo builds on the SME brand, by using the SME logo and adding the business unit name, “Education
Foundation.” Further, the Partnership Response in Manufacturing Foundation (PRIME) logo is always paired with the SME Education
Foundation logo. For the SME Education Foundation- or PRIME-specific materials, you may choose from the following approved logo
options. Please consult the Creative Manager to help you choose the best logo treatment.
Also, to ensure the SME Education Foundation and PRIME logos are being used properly, all materials produced externally with these
logos need to be reviewed and approved by the Creative Manager.
Copy should be reviewed by the SME Education Foundation Marketing Manager and the Communications Manager.
31.
SME-EF logos
(Approved uses without tagline)
COLOR
BLACK
WHITE WITH COLOR
WHITE
32.
SME-EF logos
(Approved uses with tagline)
You may use the SME Education Foundation logo with or without the tagline, “Inspire. Prepare. Support.” To use the logo with the
tagline, choose from the following approved options. Please consult the Creative Manager to help you choose the best treatment.
COLOR
BLACK WITH GRAY TAGLINE
BLACK
WHITE WITH COLOR HURRICANE
WHITE
33.
Unacceptable uses
of the SME-EF logo
It is extremely important for brand success that the SME brand identity, marks, program logos and other graphic elements
be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all
graphical elements. The examples on this and the following page illustrates unacceptable displays.
• Do not distort any portion of the identity.
• Do not tilt the identity.
• Do not change the tagline size.
• Do not alter the alignment of the tagline.
• Do not rearrange components in the identity.
• Do not apply effects.
• Do not remove the ® mark.
• Do not change the colors of the identity.
• Do not crop the logo.
34.
Unacceptable uses
of the SME-EF logo (cont.)
DISTORTED PROPORTION
TILTED
ALTERED TAGLINE SIZE
MOVED TAGLINE
REARRANGED COMPONENTS
EFFECTS APPLIED
® REMOVED
COLOR CHANGED
CROPPED
35.
PRIME logos
(Approved uses without tagline)
COLOR
BLACK
BLACK & 50% SCREEN SUN
WHITE & PMS 123 SUN
WHITE
WHITE & 50% SCREEN SUN
36.
PRIME logos
(Approved uses with tagline)
COLOR
BLACK
BLACK & 50% SCREEN SUN
WHITE & PMS 123 SUN
WHITE
WHITE & 50% SCREEN SUN
37.
Unacceptable uses
of the PRIME logo
It is extremely important for brand success that the SME brand identity, marks, program logos and other graphic elements
be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all
graphical elements. The examples on this and the following page illustrates unacceptable displays.
• Do not distort any portion of the identity.
• Do not tilt the identity.
• Do not change the tagline size.
• Do not alter the alignment of the tagline.
• Do not rearrange components in the identity.
• Do not apply effects.
• Do not outline the logo.
• Do not change the colors of the identity.
• Do not crop the logo.
38.
Unacceptable uses
of the PRIME logo (cont.)
DISTORTED PROPORTION
TILTED
ALTERED TAGLINE SIZE
MOVED TAGLINE
REARRANGED COMPONENTS
EFFECTS APPLIED
OUTLINED
COLOR CHANGED
CROPPED
39.
SME-EF & PRIME color palette
The SME Education Foundation and PRIME use the same color palette as SME. The color palette consists of a primary
palette and a secondary color palette of accent colors that provide enhancements and flexibility to the brand identity system.
Primary
PANTONE®
PANTONE®
PANTONE®
PANTONE®
540
646
584
COOL GRAY 7C
CMYK
CMYK
CMYK
CMYK
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
C100 M80 Y39 K37
C67 M39 Y13 K0
R13 G51 B83
C19 M5 Y83 K0
R93 G138 B181
#153254
C0 M0 Y0 K50
R215 G216 B83
#5F8BB3
R147 G147 B147
#D6D65E
#969696
Secondary PANTONE®
GRAY
PANTONE®
PANTONE®
PANTONE
PANTONE®®
PANTONE®
3258C
90%
123C
3145C
1797C
290C
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
RGB
RGB
RGB
RGB
RGB
RGB
HEX
HEX
HEX
HEX
HEX
HEX
C64 M0 Y39 K0
R74 G161 B138
#4EA08A
C0 M0 Y0 K90
R65 G65 B65
#414141
C0 M24 Y94 K0
R245 G196 B36
#FFC72C
C100 M36 Y38 K8
R0 G117 B141
#00788B
C12 M95 Y84 K2
R209 G50 B57
#CF323B
C25 M6 Y3 K0
R188 G217 B233
#BCD9E9
40.
SME-EF & PRIME color palette
Use the color palette in the proportions depicted by the size of the circles on this page. The largest circles show the primary
color palette. The secondary colors are shown in proportionately smaller circles. Applying the color palette in these proportions
will maintain the core brand identity color scheme and provide flexibility and variety across a broad range of SME-EF and
PRIME communications.
Pantone 584
Pantone
Cool Gray 7
Pantone 540
Pantone 646
Pantone 1797
Pantone 3258
Pantone 123
Pantone 290
Pantone 3145
Gray 90%
41.
SME-EF & PRIME typography
SME-EF and PRIME uses the same fonts as the SME brand. Proxima Nova is for headlines and subheads and Neutraface Text
is for body copy. Arial is used as the digital alternative for website, email and other online communications.
Body copy style usage (light or book) is to be determined by the designer with consideration for the production of the piece.
Headline & Subheads
PROXIMA NOVA
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Body NEUTRAFACE TEXT
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
42.
SME-EF & PRIME typography
(cont.)
Call outs NEUTRAFACE TEXT
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Web/Alternate
ARIAL
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
43.
SME-EF & PRIME
photography
All photography used for the SME Education Foundation and PRIME marketing communications should depict students of high school
or college age, grades 9-16. The only exception is photography for communications about the Gene Haas Scholarship. These photos can
depict people who are older than college age.
44.
Co-branding
For communications that require co-branding, the SME Education Foundation and PRIME logos can appear with other sponsor
logos. The following examples depict the appropriate ways to apply the SME Education Foundation logo or PRIME/SME Education
Foundation logo in conjunction with another brand.
PRIME: COLOR
SME-EF: COLOR
PRIME: COLOR
SME-EF: BLACK
PRIME: BLACK & 50% SCREEN SUN
SME-EF: BLACK
PRIME: BLACK
SME-EF: BLACK
PRIME: WHITE & YELLOW SUN
SME-EF: WHITE
PRIME: WHITE
SME-EF: WHITE
45.
SME-EF letterheads
For all communications requiring a letterhead, please use the SME-EF letterheads shown below. There versions are available in color
and black and white with and without the board members names. You can find these on the Y:\Comm\SME BRAND Elements.
One SME Drive | Dearborn, MI 48128 | 313 425 3300 | 866 547 6333 | fax 313 425 3411 | smeef.org
One SME Drive | Dearborn, MI 48128 | 313 425 3300 | 866 547 6333 | fax 313 425 3411 | smeef.org
COLOR
B&W
PRESIDENT
Brian A. Ruestow
F.W. Roberts Manufacturing Co., Inc.
PRESIDENT
Brian A. Ruestow
F.W. Roberts Manufacturing Co., Inc.
BOARD OF DIRECTORS
Ashok Agrawal
American Society for Engineering Education
BOARD OF DIRECTORS
Ashok Agrawal
American Society for Engineering Education
David Bozeman
Caterpillar Inc.
David Bozeman
Caterpillar Inc.
Kathy Burnham
Padilla Speer Beardsley
Kathy Burnham
Padilla Speer Beardsley
Barbara Fossum, PhD
Management Consultant
Barbara Fossum, PhD
Management Consultant
Elizabeth Kautzmann
FANUC America
Elizabeth Kautzmann
FANUC America
Lazaro Lopez, Ed.D.
NW Suburban High School District 214 (IL)
Lazaro Lopez, Ed.D.
NW Suburban High School District 214 (IL)
Irving Pressley McPhail, Ed.D.
NACME
Irving Pressley McPhail, Ed.D.
NACME
Peter F. Mackie
Wells Fargo Advisors, LLC
Peter F. Mackie
Wells Fargo Advisors, LLC
Gwendolyn Malone
GM Global ME Program
Gwendolyn Malone
GM Global ME Program
Jennifer McNelly
The Manufacturing Institute
Jennifer McNelly
The Manufacturing Institute
Karla Middlebrooks
Excellence in Action
Karla Middlebrooks
Excellence in Action
Julian Pate
The Michigan Engineering Zone (“The MEZ”)
Julian Pate
The Michigan Engineering Zone (“The MEZ”)
Ted Peachee
Emerson (Retired)
Ted Peachee
Emerson (Retired)
Pamela J. Ruschau, Esq.
Leydig, Voit & Mayer, Ltd.
Pamela J. Ruschau, Esq.
Leydig, Voit & Mayer, Ltd.
Mike Schmidt
Ford Motor Company Fund
Mike Schmidt
Ford Motor Company Fund
Sue Shimoyama
Rockwell Automation
Sue Shimoyama
Rockwell Automation
Edward Swallow
Northrop Grumman Information Systems
Edward Swallow
Northrop Grumman Information Systems
Roy Sweatman
Southern Manufacturing Technologies
Roy Sweatman
Southern Manufacturing Technologies
Peter Zierhut
Haas, Europe & Special Programs
Peter Zierhut
Haas, Europe & Special Programs
CHAIR EMERITI
Raymond G. Adams, PE
Reginald W. Barrett, FSME, CMfgE
Ralph E. Cross, FSME*
Philip R. Marsilius, PhD, FSME
Eugene (Gene) M. Nelson
Glen Pearson, PhD
Khalil Taraman, PhD
Earl E. Walker, FSME*
Sherril K. West
CHAIR EMERITI
Raymond G. Adams, PE
Reginald W. Barrett, FSME, CMfgE
Ralph E. Cross, FSME*
Philip R. Marsilius, PhD, FSME
Eugene (Gene) M. Nelson
Glen Pearson, PhD
Khalil Taraman, PhD
Earl E. Walker, FSME*
Sherril K. West
DIRECTORS EMERITI
Merrill L. Ebner, ScD, FSME, PE*
Robert E. Gilmore, FSME
Cecil W. Schneider, FSME, LSME, PE
Warren W. Worthley, PhD, FSME, CMfgE, PE
DIRECTORS EMERITI
Merrill L. Ebner, ScD, FSME, PE*
Robert E. Gilmore, FSME
Cecil W. Schneider, FSME, LSME, PE
Warren W. Worthley, PhD, FSME, CMfgE, PE
HONORARY DIRECTOR
Eugene Merchant*
*Deceased
MANAGER
Pamela Hurt
HONORARY DIRECTOR
Eugene Merchant*
*Deceased
One SME Drive | Dearborn, MI 48128 | 313 425 3300 | 866 547 6333 | fax 313 425 3411 | smeef.org
MANAGER
Pamela Hurt
One SME Drive | Dearborn, MI 48128 | 313 425 3300 | 866 547 6333 | fax 313 425 3411 | smeef.org
46.
Contacts
If you require assistance with determining correct logo usage for a particular document, please contact the
SME Creative Manager.
47.