BRAND IDENTITY STANDARDS - Baldwin Filters
BRAND IDENTITY STANDARDS - Baldwin Filters BRAND IDENTITY STANDARDS - Baldwin Filters
BRAND IDENTITY STANDARDS March 2012
- Page 2 and 3: CONTENTS INTRODUCTION .............
- Page 4 and 5: LOGOS COLOR LOGOS ON WHITE & LIGHT
- Page 6 and 7: LOGOS LANGUAGE SPECIFIC LOGOS The B
- Page 8 and 9: LOGOS INCORRECT LOGO USAGE To ensur
- Page 10 and 11: LOGOS INCORRECT LOGO USAGE To ensur
- Page 12 and 13: LOGOS COLOR PALETTE LOGO COLORS The
- Page 14 and 15: PRINT & ELECTRONIC PRIMARY FONTS He
- Page 16 and 17: PRINT & ELECTRONIC BUSINESS CARD St
- Page 18 and 19: PRINT & ELECTRONIC ENVELOPE #10 Env
- Page 20 and 21: PROMOTIONAL ITEMS INCORRECT LOGO US
- Page 22 and 23: APPAREL ITEMS CAPS Color Versions W
- Page 24 and 25: APPAREL ITEMS CAPS TONE-ON-TONE (LI
- Page 26 and 27: APPAREL ITEMS SHIRTS BLACK, WHITE &
- Page 28 and 29: CONTACT INFORMATION UPDATES Periodi
<strong>BRAND</strong> <strong>IDENTITY</strong> <strong>STANDARDS</strong><br />
March 2012
CONTENTS<br />
INTRODUCTION ............................. 3<br />
LOGOS ........................................ 4-7<br />
Color Logos ........................................................4<br />
Black & White Logos ..........................................5<br />
Language Specific Logos ...................................6<br />
Background Usage .............................................7<br />
Incorrect Logo Usage ....................................8-11<br />
Color Palette.....................................................12<br />
Clear Space......................................................13<br />
Minimum Size ...................................................13<br />
PROMOTIONAL ITEMS ..................... 19-20<br />
Guidelines.........................................................19<br />
1-Color Imprints ................................................19<br />
Incorrect Logo Usage on Promotional Items ....20<br />
APPAREL ITEMS............................. 21-27<br />
Guidelines.........................................................21<br />
Apparel Logos ..................................................21<br />
Caps ............................................................22-24<br />
Shirts ...........................................................25-26<br />
Incorrect Logo Usage on Apparel Items ...........27<br />
PRINT & ELECTRONIC ..................... 14-18<br />
Primary Fonts ...................................................14<br />
Secondary Fonts ..............................................15<br />
Business Card ..................................................16<br />
Letterhead ........................................................17<br />
Envelope...........................................................18<br />
CONTACT INFORMATION .................. 28<br />
Brand Identity Standards March 2012<br />
2
INTRODUCTION<br />
BALDWIN FILTERS<br />
A STRONG <strong>BRAND</strong> IS IMPORTANT<br />
These guidelines have been<br />
prepared to ensure our brand is<br />
presented in a consistent manner<br />
everywhere. It is important<br />
to follow these guidelines to<br />
maintain an effective and<br />
consistent standard in our<br />
communications.<br />
<strong>Baldwin</strong> <strong>Filters</strong> has a strong reputation in the mobile filtration industry. The <strong>Baldwin</strong> brand is a<br />
critical element of how we present ourselves to the global community; it is as important as the<br />
products and services we provide.<br />
Given our leading market position, it is important for us to maintain a consistent image and a<br />
strong, distinctive brand identity. We must ensure that the representation of our brand and the<br />
basic elements of our identity are always used correctly.<br />
The guidelines in this document are not meant to inhibit, but to help you present a consistent look<br />
across all visual communications. These guidelines may not cover every situation, but they<br />
should give you the tools needed to communicate effectively.<br />
By adhering to these guidelines, we will ensure that our identity stays strong and we promote a<br />
consistent image to the world across all of our communications.<br />
If you have any questions or comments, please contact the Marketing Communications<br />
Department at <strong>Baldwin</strong> <strong>Filters</strong> at marcom@baldwinfilter.com.<br />
If you have any questions or<br />
comments, please contact the<br />
Marketing Communications<br />
Department at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
Brand Identity Standards March 2012<br />
3
LOGOS<br />
COLOR LOGOS<br />
ON WHITE & LIGHT BACKGROUNDS<br />
The <strong>Baldwin</strong> logo is available in<br />
several versions, so be sure the<br />
proper logo is used for the right<br />
application.<br />
Print Versions<br />
Digital files with .eps extensions<br />
should be used for printed<br />
materials. EPS vector format<br />
allows high-quality print<br />
reproduction. EPS files can be<br />
scaled to any size without<br />
sacrificing image quality.<br />
Use Logo: BFBrand<br />
Note:<br />
Red = Pantone 185 (CMYK<br />
100% Yellow, 100% Magenta)<br />
Black (CMYK 100% Black).<br />
On-Screen Versions<br />
Digital files with .jpg extensions<br />
should be used primarily for<br />
on-screen viewing. JPEG<br />
versions of the logo will not show<br />
the white border on backgrounds.<br />
Use Logo: BFBrand<br />
Note:<br />
® and “a CLARCOR company” are black.<br />
Logo must have a white border when on<br />
a light background.<br />
Digital files with .gif extensions<br />
should be used on the web or on<br />
PowerPoint presentations with<br />
backgrounds to show the logo’s<br />
white border.<br />
ON DARK BACKGROUNDS (DB)<br />
IMPORTANT<br />
You can download EPS,<br />
JPEG or GIF files, and check<br />
for the most current logos at<br />
www.baldwinfilter.com/<br />
resourcesimagebank.html.<br />
Use Logo: BFBrandDB<br />
Note:<br />
® and “a CLARCOR company” are white.<br />
Logo must have a white border when on<br />
a dark background.<br />
Brand Identity Standards March 2012<br />
4
LOGOS<br />
BLACK & WHITE<br />
LOGOS<br />
ON WHITE & LIGHT BACKGROUNDS<br />
When reproduction constraints<br />
prevent the use of the <strong>Baldwin</strong><br />
color logo (ex. newspaper ads),<br />
use one of the alternate black &<br />
white versions.<br />
Note: Black & white logos should<br />
never appear on a website,<br />
four-color brochure or any<br />
other application where the<br />
color logo can be used.<br />
Use Logo: BFBrandbw<br />
Note:<br />
® and “a CLARCOR company” are black.<br />
Logo must have a white border when on<br />
a light background.<br />
Use Logo: BFBrandbw<br />
ON DARK BACKGROUNDS (DB)<br />
IMPORTANT<br />
You can download EPS or<br />
JPEG files, and check<br />
for the most current logos at<br />
www.baldwinfilter.com/<br />
resourcesimagebank.html.<br />
Use Logo: BFBrandDB<br />
Note:<br />
® and “a CLARCOR company” are white.<br />
Logo must have a white border when on<br />
a dark background.<br />
Brand Identity Standards March 2012<br />
5
LOGOS<br />
LANGUAGE<br />
SPECIFIC LOGOS<br />
The <strong>Baldwin</strong> logos are also<br />
available in Chinese and Russian<br />
versions.<br />
Chinese and Russian characters<br />
have been added below the<br />
<strong>Baldwin</strong> logo to help with<br />
pronunciation.<br />
All guidelines apply to these<br />
versions.<br />
CHINESE VERSIONS<br />
Use Logo: C-BFBrand<br />
RUSSIAN VERSIONS<br />
ÅÓΉÛËÌ îËÎÚÂappleÒ<br />
Use Logo: R-BFBrand<br />
ÅÓΉÛËÌ îËÎÚÂappleÒ<br />
You can download EPS,<br />
JPEG or GIF files of the Chinese<br />
versions of the <strong>Baldwin</strong> logo at<br />
www.baldwinfilter.com/cn/<br />
resourcesimagebank.html.<br />
You can download EPS,<br />
JPEG or GIF files of the Russian<br />
versions of the <strong>Baldwin</strong> logo at<br />
www.baldwinfilter.com/ru/<br />
resourcesimagebank.html.<br />
Use Logo: C-BFBrand<br />
Use Logo: C-BFBrandDB<br />
Use Logo: R-BFBrand<br />
ÅÓΉÛËÌ îËÎÚÂappleÒ<br />
Use Logo: R-BFBrandDB<br />
Brand Identity Standards March 2012<br />
6
LOGOS<br />
BACKGROUND<br />
USAGE<br />
THE WHITE OUTLINE HELPS THE LOGO STAND OUT FROM THE BACKGROUND<br />
Background colors and graphics<br />
can easily overpower or compete<br />
with logos. A white outline has<br />
been built into the artwork to<br />
maintain separation between the<br />
<strong>Baldwin</strong> logo and the<br />
background. This outline will not<br />
appear when the logo is staged<br />
on a white background.<br />
The background within both<br />
parallelograms should be white;<br />
however, with the ® registration<br />
mark and “a CLARCOR company”,<br />
the background on which the logo<br />
is placed will be revealed.<br />
Brand Identity Standards March 2012<br />
7
LOGOS<br />
INCORRECT<br />
LOGO USAGE<br />
To ensure a consistent identity,<br />
it is essential the logo is used<br />
correctly.<br />
Do not alter the logo in any way.<br />
Never attempt to redraw or alter<br />
the proportions of the logo.<br />
Do not change the color, or add<br />
or omit any elements of the logo.<br />
INCORRECT LOGO USAGE<br />
DO NOT stretch or distort the logo<br />
CORRECT LOGO USAGE<br />
Use Logo: BFBrand<br />
a CLARCOR company<br />
DO NOT redraw the logo or alter the logo fonts<br />
(DO NOT retype “a CLARCOR company)<br />
Use Logo: BFBrand<br />
DO NOT change the color of the logo*<br />
Use Logo: BFBrand<br />
* See Apparel Items section for special instructions on color use on apparel.<br />
Brand Identity Standards March 2012<br />
8
LOGOS<br />
INCORRECT<br />
LOGO USAGE<br />
To ensure a consistent identity,<br />
it is essential the logo is used<br />
correctly.<br />
Do not alter the logo in any way.<br />
Never attempt to redraw or alter<br />
the proportions of the logo.<br />
Do not change the color, or add<br />
or omit any elements of the logo.<br />
INCORRECT LOGO USAGE<br />
DO NOT place the logo on a light<br />
background without the white border<br />
CORRECT LOGO USAGE<br />
Use Logo: BFBrand<br />
DO NOT place the logo on a dark<br />
background without the white border<br />
Use Logo: BFBrandDB<br />
Brand Identity Standards March 2012<br />
9
LOGOS<br />
INCORRECT<br />
LOGO USAGE<br />
To ensure a consistent identity,<br />
it is essential the logo is used<br />
correctly.<br />
Do not alter the logo in any way.<br />
Never attempt to redraw or alter<br />
the proportions of the logo.<br />
Do not change the color, or add<br />
or omit any elements of the logo.<br />
INCORRECT LOGO USAGE<br />
DO NOT leave off<br />
“a CLARCOR company”<br />
on a white or light background*<br />
CORRECT LOGO USAGE<br />
Use Logo: BFBrand<br />
DO NOT leave off<br />
“a CLARCOR company”<br />
on a dark background*<br />
Use Logo: BFBrandDB<br />
* “a CLARCOR company” can be omitted on promotional items, such as pens,<br />
where the print area is too small or on shirts, where it is not legible.<br />
Brand Identity Standards March 2012<br />
10
LOGOS<br />
INCORRECT<br />
LOGO USAGE<br />
To ensure a consistent identity,<br />
it is essential the logo is used<br />
correctly.<br />
Do not alter the logo in any way.<br />
Never attempt to redraw or alter<br />
the proportions of the logo.<br />
Do not change the color, or add<br />
or omit any elements of the logo.<br />
INCORRECT LOGO USAGE<br />
DO NOT leave off the<br />
® registration mark<br />
on a white or light background<br />
CORRECT LOGO USAGE<br />
Use Logo: BFBrand<br />
DO NOT leave off the<br />
® registration mark<br />
on a dark background<br />
Use Logo: BFBrandDB<br />
Brand Identity Standards March 2012<br />
11
LOGOS<br />
COLOR PALETTE<br />
LOGO COLORS<br />
The color version of the <strong>Baldwin</strong><br />
logo is the primary brandmark of<br />
the identity system. The color<br />
version should be used in<br />
branded applications whenever<br />
possible.<br />
The red of the <strong>Baldwin</strong> logo is<br />
CMYK 100% Yellow and 100%<br />
Magenta.<br />
PRINT PRINT DIGITAL<br />
Pantone 4-Color Process Web/<br />
Matching System CMYK Video Usage<br />
Pantone 185 0 C, 100 M, 100 Y, 0 K 237 R, 28 G, 36 B<br />
HTML# ed1c24<br />
Black 0 C, 0 M, 0 Y, 100 K 35 R, 31 G, 32 B<br />
HTML# 000000<br />
Brand Identity Standards March 2012<br />
12
LOGOS<br />
CLEAR SPACE<br />
WITHOUT WHITE BORDER<br />
WITH WHITE BORDER<br />
A minimum area surrounding the<br />
logo must be kept clear of any<br />
other typography, graphic<br />
elements and the trim edge of a<br />
printed piece. More than the<br />
minimum clear space is<br />
encouraged if applications<br />
provide the opportunity.<br />
Minimum clear space on all sides<br />
is equal to height of the word<br />
“FILTERS”.<br />
H<br />
H<br />
H<br />
H<br />
H<br />
H<br />
H<br />
H<br />
H<br />
H<br />
H = Height of the word “FILTERS”<br />
H = Height of the word “FILTERS”<br />
MINIMUM SIZE<br />
A minimum size for reproduction<br />
has been established for the logo<br />
to protect the clarity and impact of<br />
the brand identity and its<br />
appearance.<br />
The height of the logo should be<br />
no smaller than 3/8 in. (9.5 mm)<br />
in all applications.<br />
The height is measured from<br />
the top of the “BALDWIN”<br />
parallelogram to the bottom of<br />
the “FILTERS” parallelogram.<br />
3/8 in. (9.5 mm)<br />
The height of the minimum size<br />
is equal to 3/8 in. (9.5 mm).<br />
Brand Identity Standards March 2012<br />
13
PRINT & ELECTRONIC<br />
PRIMARY FONTS<br />
Helvetica and Times are the<br />
primary fonts for marketing and<br />
advertising materials.<br />
Helvetica<br />
Helvetica is the preferred sans<br />
serif font.<br />
Helvetica Bold and Black are the<br />
main sans serif fonts used for<br />
headings and subheadings.<br />
Helvetica is the main sans serif<br />
font used for body text.<br />
Times<br />
Times is the preferred serif font.<br />
Times Bold is the main serif<br />
font used for headings and<br />
subheadings.<br />
Times is the main serif font used<br />
for body text.<br />
Note: It is acceptable to<br />
condense text.<br />
SANS SERIF FONT<br />
H e l v e t i c a<br />
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z<br />
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9<br />
Helvetica Light<br />
Helvetica Light Italic<br />
Helvetica<br />
Helvetica Italic<br />
Helvetica Bold<br />
Helvetica Bold Italic<br />
Helvetica Black<br />
Helvetica Black Italic<br />
SERIF FONT<br />
T i m e s<br />
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z<br />
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9<br />
Times<br />
Times Italic<br />
Times Semibold<br />
Times Semibold Italic<br />
Times Bold<br />
Times Bold Italic<br />
Brand Identity Standards March 2012<br />
14
PRINT & ELECTRONIC<br />
SECONDARY FONTS<br />
Impact and Arial are the<br />
secondary fonts for marketing<br />
and advertising materials.<br />
Impact<br />
Impact may be used to add extra<br />
weight to headings.<br />
ALTERNATE SANS SERIF HEADING FONT<br />
I m p a c t<br />
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z<br />
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9<br />
I m p a c t<br />
Arial<br />
Arial is the preferred font when<br />
creating text for the Web,<br />
PowerPoint presentations and<br />
email correspondence to ensure<br />
optimum screen legibility.<br />
Arial is available in a wide range<br />
of weights and styles for both PC<br />
and Macintosh systems.<br />
Note: It is acceptable to<br />
condense text.<br />
ELECTRONIC FONT<br />
Arial<br />
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z<br />
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9<br />
Arial<br />
Arial Italic<br />
Arial Bold<br />
Arial Bold Italic<br />
Arial Black<br />
Brand Identity Standards March 2012<br />
15
PRINT & ELECTRONIC<br />
BUSINESS CARD<br />
Stock<br />
White Paper Stock<br />
Name<br />
Helvetica Black - 8 point<br />
Flush Left<br />
Title - Line 1<br />
Helvetica - 8 point (Horz. 90%)<br />
Leading - 12 point<br />
Flush Left<br />
Title - Line 2<br />
Helvetica - 8 point (Horz. 90%)<br />
Leading - 9 point<br />
Flush Left<br />
Address<br />
Helvetica - 8 point (Horz. 90%)<br />
Leading - 9 point<br />
Flush Right<br />
Maximum Lines = 11<br />
(includes line between<br />
address and numbers)<br />
Website & Quality Line<br />
Helvetica Black - 7 point<br />
Leading - 9 point<br />
Centered<br />
Note: 2-Sided printing is allowed<br />
for dual language or<br />
additional information.<br />
For help with setup, contact the<br />
Marketing Communications<br />
Department at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
3 1/2 x 2 in. (90 x 50 mm)<br />
1 in.<br />
(25 mm)<br />
5/32 in.<br />
(4 mm)<br />
3/16 in.<br />
(5 mm)<br />
31/32 in.<br />
(25 mm)<br />
First Last Name<br />
Title First Line<br />
Title Second Line<br />
Title Third Line<br />
Side 2 - Setup Example<br />
3/16 in.<br />
(5 mm)<br />
3/16 in.<br />
(5 mm)<br />
3/16 in.<br />
(5 mm)<br />
3 1/2 in.<br />
(90 mm)<br />
3/16 in.<br />
(5 mm)<br />
Address Area<br />
Max. address lines = 11 (12 on some formats)<br />
P.O. Box 6010 (68848)<br />
4400 East Highway 30<br />
Kearney, NE 68847<br />
Direct: 308-000-0000<br />
<strong>Baldwin</strong>: 800-822-5394<br />
Fax: 308-000-0000<br />
Cell: 000-000-0000<br />
name@baldwinfilter.com<br />
www.baldwinfilter.com<br />
TS 16949 & ISO 9001 Quality Systems Certified<br />
Title First Line<br />
Title Second Line<br />
Address First Line<br />
Address Second Line<br />
Address Third Line<br />
Tel: +00 00 000-0000<br />
Fax: +00 00 000-0000<br />
name@baldwin.co.za<br />
Title First Line<br />
Title Second Line<br />
Address First Line<br />
Address Second Line<br />
Address Third Line<br />
Tel: +00 00 000-0000<br />
Fax: +00 00 000-0000<br />
name@baldwin.co.za<br />
1/2 in.<br />
(13 mm)<br />
3/16 in.<br />
(5 mm)<br />
3/16 in.<br />
(5 mm)<br />
2 in.<br />
(50 mm)<br />
* Business card sizes may vary. For other sizes, use the same measurements from the outside edges as shown above.<br />
Any deviation from the business card template must be approved by the Marketing Communications Department.<br />
Brand Identity Standards March 2012<br />
16
PRINT & ELECTRONIC<br />
LETTERHEAD<br />
LETTER (8 1/2 x 11 in.)<br />
Stock<br />
White Paper Stock<br />
1/2 in.<br />
(13 mm)<br />
1 5/8 in.<br />
(22 mm)<br />
Address Heading<br />
Helvetica Black - 8 point<br />
Leading - 9 point<br />
Flush Left<br />
2 in.<br />
(51 mm)<br />
1/2 in.<br />
(13 mm)<br />
A4 (210 x 297 mm)<br />
Address Body Text<br />
Helvetica - 8 point (Horz. 90%)<br />
Leading - 9 point<br />
Flush Left<br />
1 in.<br />
(25 mm)<br />
7/16 in.<br />
(12 mm)<br />
3/8 in.<br />
(10 mm)<br />
3/8 in.<br />
(10 mm)<br />
5/8 in.<br />
(16 mm)<br />
For help with setup, contact the<br />
Marketing Communications<br />
Department at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
Use the correct TS/ISO logo version pertaining to each location (if applicable).<br />
* For A4 size, use the same measurements from the outside edges as shown above.<br />
Brand Identity Standards March 2012<br />
17
PRINT & ELECTRONIC<br />
ENVELOPE<br />
#10 Envelope (9 1/2 x 4 1/8 in.) DL Envelope (220 x 110 mm)<br />
Stock<br />
White Paper Stock<br />
Address Text<br />
Helvetica - 9 point<br />
Leading - 11 point<br />
Flush Left<br />
3/8 in.<br />
(10 mm)<br />
1 1/4 in.<br />
(32 mm)<br />
1 1/4 in.<br />
(32 mm)<br />
3/8 in.<br />
(10 mm)<br />
For help with setup, contact the<br />
Marketing Communications<br />
Department at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
Brand Identity Standards March 2012<br />
18
PROMOTIONAL ITEMS<br />
GUIDELINES<br />
1-COLOR PROMOTIONAL ITEMS<br />
With promotional items such as<br />
pens, mugs, and bags, it is<br />
important to take extra care to<br />
ensure that the logo is properly<br />
displayed and positioned.<br />
The preferred colors for products<br />
displaying the <strong>Baldwin</strong> logo are<br />
red, black, white or gray/silver.<br />
1-COLOR IMPRINTS<br />
Most promotional items, such as<br />
mugs, pens, coolers, koozies,<br />
duffle bags, etc., are imprinted<br />
with 1-color.<br />
The preferred ink color for<br />
1-color imprints is black, white<br />
or gray/silver.<br />
Due to the lack of readability,<br />
do not include “a CLARCOR<br />
company” on pens and other<br />
small promotional items.<br />
Use Logo: BFBrandbw*<br />
Mugs with Black, White or Gray/Silver Imprint<br />
(Must include “a CLARCOR company”)<br />
If you have any questions<br />
concerning the correct usage<br />
on promotional items, please<br />
contact the Marketing<br />
Communications Department<br />
at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
Pens with Black or Gray/Silver Imprint<br />
(Leave off “a CLARCOR company”)<br />
Duffle Bag with Gray/Silver Imprint<br />
(Must include “a CLARCOR company”)<br />
* For 1-color imprinting, send both the black & white (EPS vector) and color (EPS vector) logos.<br />
The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the <strong>Baldwin</strong> Brand Identity Standards to the vendor.<br />
Brand Identity Standards March 2012<br />
19
PROMOTIONAL ITEMS<br />
INCORRECT LOGO<br />
USAGE ON<br />
PROMOTIONAL<br />
ITEMS<br />
When screenprinting on<br />
promotional items with 1-color<br />
lighter ink on darker backgrounds,<br />
the lighter ink must be applied to<br />
the positive areas (the red and<br />
black areas of the color logo).<br />
Do not print the negative<br />
areas (the white areas of the<br />
color logo).<br />
INCORRECT LOGO USAGE<br />
Tone-on-Tone (Lighter Ink)<br />
Positive Area<br />
(Lighter Ink)<br />
Positive Area<br />
(Lighter Ink)<br />
CORRECT LOGO USAGE<br />
Tone-on-Tone (Lighter Ink)<br />
Negative Area<br />
(Nonprinted Area)<br />
Negative Area<br />
(Nonprinted Area)<br />
Tone-on-Tone (Lighter Ink)<br />
DO NOT print the negative areas of the<br />
logo on promotional items<br />
Tone-on-Tone (Lighter Ink)<br />
DO print the positive areas of the<br />
logo on promotional items<br />
Brand Identity Standards March 2012<br />
20
APPAREL ITEMS<br />
GUIDELINES<br />
With apparel items, it is important<br />
to take extra care to ensure the<br />
logo is properly displayed and<br />
positioned.<br />
Though it is acceptable to place the<br />
<strong>Baldwin</strong> logo on most color apparel<br />
items, the preferred color to<br />
represent the company at major<br />
events are white, red, black or gray.<br />
APPAREL LOGOS<br />
Logos on apparel items can be<br />
produced in color, black, white or<br />
tone-on-tone.<br />
Due to the lack of readability,<br />
do not include “a CLARCOR<br />
company” on embroidered<br />
apparel items.<br />
For logos on apparel items, use<br />
the EPS (vector) versions.<br />
Check with the vendor for artwork<br />
requirements.<br />
COLOR VERSIONS<br />
Use Logo: BFBrandApparel<br />
(On embroidered items, leave off “a CLARCOR company”<br />
The vendor will make the ® registration mark black or white)<br />
Use Logo: BFBrand<br />
(On screenprinted items, “a CLARCOR company” must be included.)<br />
FOR BLACK, WHITE OR TONE-ON-TONE VERSIONS<br />
If you have any questions<br />
concerning the correct usage on<br />
apparel items, please contact the<br />
Marketing Communications<br />
Department at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
Use Logo: BFBrandbwApparel*<br />
* For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos.<br />
The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the <strong>Baldwin</strong> Brand Identity Standards to the vendor.<br />
Brand Identity Standards March 2012<br />
21
APPAREL ITEMS<br />
CAPS<br />
Color Versions<br />
When placing the color logo on a<br />
cap, the logo must have a white<br />
border.<br />
The ® registration mark must be<br />
included and should either be<br />
black on white or light<br />
backgrounds, or white on dark<br />
backgrounds. Due to the lack of<br />
readability, do not include<br />
“a CLARCOR company”.<br />
In some instances, the<br />
® registration mark is acceptable<br />
in either black or white. Please<br />
use your best judgment.<br />
COLOR VERSIONS<br />
White Border with Black ® Registration Mark*<br />
BLACK & TONE-ON-TONE VERSIONS<br />
Black Logo with Black ® Registration Mark<br />
Black & Tone-on-Tone Versions<br />
It is acceptable to place black or<br />
tone-on-tone logos on caps.<br />
When printing tone-on-tone, print<br />
the logo either several shades<br />
darker than the cap or several<br />
shades lighter than the cap.<br />
See examples.<br />
White Border with White ® Registration Mark<br />
Tone-on-Tone Logo (Lighter Thread)<br />
Logo Size (Front):<br />
3 in. (76 mm) width<br />
White Border with Black ® Registration Mark<br />
Tone-on-Tone Logo (Darker Thread)<br />
* For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos.<br />
The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the <strong>Baldwin</strong> Brand Identity Standards to the vendor.<br />
Brand Identity Standards March 2012<br />
22
APPAREL ITEMS<br />
CAPS<br />
SIDE VERSIONS<br />
Side Versions<br />
The <strong>Baldwin</strong> logo can be placed<br />
on the side of the cap (left side is<br />
preferred).<br />
All color guidelines from page 22<br />
apply to these versions.<br />
Logo Size (Side):<br />
2 1/2 in. (63 mm) width<br />
White Border with White ® Registration Mark*<br />
Black Logo with Black ® Registration Mark<br />
Tone-on-Tone Logo (Lighter Thread)<br />
* For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos.<br />
The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the <strong>Baldwin</strong> Brand Identity Standards to the vendor.<br />
Brand Identity Standards March 2012<br />
23
APPAREL ITEMS<br />
CAPS<br />
TONE-ON-TONE (LIGHTER THREAD)<br />
TONE-ON-TONE (DARKER THREAD)<br />
It is important to note, when<br />
printing black or tone-on-tone<br />
versions, cap vendors stitch the<br />
word “BALDWIN”, but may or<br />
may not stitch the background of<br />
the bottom parallelogram around<br />
the word “FILTERS” due to space<br />
and readability; therefore, it is<br />
important to try and match Color<br />
2 as closely as possible to the<br />
cap color.<br />
Color 1<br />
Background<br />
behind “FILTERS”<br />
may or may not<br />
have stitching.<br />
If no stitching, then<br />
the hat color will<br />
show through.<br />
Color 2<br />
Color 1<br />
Background<br />
behind “FILTERS”<br />
may or may not<br />
have stitching.<br />
If no stitching, then<br />
the hat color will<br />
show through.<br />
Color 2<br />
Color 1 (Positive Area) = Lighter Thread<br />
Color 1 should be several shades lighter than<br />
the cap to create a good contrast.<br />
Color 1 (Positive Area) = Darker Thread<br />
Color 1 should be several shades darker than<br />
the cap to create a good contrast.<br />
Use Color 1 for the Positive Areas:<br />
The parallelogram behind “BALDWIN”<br />
The word “FILTERS”<br />
The parallelogram outline around “FILTERS”<br />
The ® Registration Mark<br />
Use Color 1 for the Positive Areas:<br />
The parallelogram behind “BALDWIN”<br />
The word “FILTERS”<br />
The parallelogram outline around “FILTERS”<br />
The ® Registration Mark<br />
Color 2 (Negative Area) = Darker Thread<br />
Color 2 should match the color of the cap as<br />
close as possible.<br />
Color 2 (Negative Area) = Lighter Thread<br />
Color 2 should match the color of the cap as<br />
close as possible.<br />
Use Color 2 for the Negative Areas:<br />
The word “BALDWIN”<br />
The inside of the parallelogram around<br />
“FILTERS” (optional)<br />
Use Color 2 for the Negative Areas:<br />
The word “BALDWIN”<br />
The inside of the parallelogram around<br />
“FILTERS” (optional)<br />
Brand Identity Standards March 2012<br />
24
APPAREL ITEMS<br />
SHIRTS<br />
COLOR VERSIONS<br />
Color Versions<br />
When placing the color logo on a<br />
shirt, it is best to place the logo<br />
on the front left side for maximum<br />
visibility. If the shirt has a pocket,<br />
place the logo above the pocket.<br />
When placing the color logo on a<br />
color shirt, the logo must have a<br />
white border.<br />
The ® registration mark must be<br />
included and should either be<br />
black on white or light<br />
backgrounds, or white on dark<br />
backgrounds. Due to lack of<br />
readability, do not include<br />
“a CLARCOR company”.<br />
Though it is acceptable to place<br />
the <strong>Baldwin</strong> logo on most color<br />
shirts, the preferred color shirts<br />
to represent the company at<br />
major events are white, red,<br />
black, gray or light blue.<br />
No Border with Black ® Registration Mark<br />
White Border with White ® Registration Mark<br />
Logo Size:<br />
2 1/2 in. (63 mm) width<br />
(not including white border)<br />
White Border with Black ® Registration Mark<br />
* Send the color (EPS vector) logo. Please send a copy of the <strong>Baldwin</strong> Brand Identity Standards to the vendor.<br />
Brand Identity Standards March 2012<br />
25
APPAREL ITEMS<br />
SHIRTS<br />
BLACK, WHITE & TONE-ON-TONE VERSIONS<br />
Black, White & Tone-on-Tone<br />
Versions<br />
It is acceptable to place black,<br />
white or tone-on-tone logos on<br />
shirts. These logos can be placed<br />
on the front, left side or on the left<br />
sleeve just above the cuff.<br />
The ® registration mark must be<br />
included and should either be<br />
black on white or light<br />
backgrounds, or white on dark<br />
backgrounds. Due to lack of<br />
readability, do not include<br />
“a CLARCOR company”.<br />
When printing tone-on-tone, print<br />
the logo either several shades<br />
darker than the shirt or several<br />
shades lighter than the shirt. See<br />
examples.<br />
See cap examples on page 24<br />
for more detailed information<br />
about matching thread use for<br />
tone-on-tone applications.<br />
Black Thread<br />
White Thread<br />
Black Thread<br />
Black Thread<br />
Logo Size:<br />
2 1/2 in. (63 mm) width<br />
Tone-on-Tone Logo (Darker Thread)<br />
Tone-on-Tone Logo (Lighter Thread)<br />
* On black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos.<br />
The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the <strong>Baldwin</strong> Brand Identity Standards to the vendor.<br />
Brand Identity Standards March 2012<br />
26
APPAREL ITEMS<br />
INCORRECT LOGO<br />
USAGE ON<br />
APPAREL ITEMS<br />
When using tone-on-tone versions<br />
(darker or lighter), do not make<br />
the word “BALDWIN” white. The<br />
word “BALDWIN” should be the<br />
same color as the shirt.<br />
When using lighter thread<br />
tone-on-tone versions on darker<br />
backgrounds, the lighter thread<br />
must be applied to the positive<br />
areas (the red and black areas of<br />
the color logo).<br />
Do not make the negative areas<br />
(the white areas of the color logo)<br />
the lighter thread color.<br />
INCORRECT LOGO USAGE<br />
Tone-on-Tone Versions<br />
DO NOT make the word “BALDWIN” white<br />
CORRECT LOGO USAGE<br />
Tone-on-Tone Versions<br />
The word “BALDWIN” should be the<br />
same color as the shirt<br />
Tone-on-Tone Versions (Lighter Thread)<br />
DO NOT make the negative areas of the logo<br />
the lighter thread color<br />
Tone-on-Tone Versions (Lighter Thread)<br />
DO make the positive areas of the logo<br />
the lighter thread color<br />
Brand Identity Standards March 2012<br />
27
CONTACT INFORMATION<br />
UPDATES<br />
Periodically check our website at<br />
www.baldwinfilter.com/<br />
resourcesimagebank.html to<br />
ensure you have the latest PDF<br />
version of our Brand Identity<br />
Standards, as well as our most<br />
current logos.<br />
MARKETING COMMUNICATIONS DEPARTMENT<br />
Thank you for taking the time to review our brand identity standards. If you have any questions or<br />
need additional assistance, please contact the Marketing Communications Department at<br />
<strong>Baldwin</strong> <strong>Filters</strong>.<br />
4400 East Highway 30<br />
P.O. Box 6010<br />
Kearney, NE 68848-6010<br />
Ph: 308-234-1951<br />
Toll Free: 800-822-5394<br />
Fax: 308-233-9424<br />
Email: marcom@baldwinfilter.com<br />
www.baldwinfilter.com<br />
If the logo or format you are<br />
looking for is not on our website,<br />
please contact the Marketing<br />
Communications Department<br />
at <strong>Baldwin</strong> <strong>Filters</strong> at<br />
marcom@baldwinfilter.com.<br />
Brand Identity Standards March 2012<br />
28
Form 30 Brand Identity Standards March 2012 © 2012 <strong>Baldwin</strong> <strong>Filters</strong>, Inc.