ACRT Services Brand Field Guide
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FIELD GUIDE<br />
LOOKING FORWARD<br />
<strong>ACRT</strong> SERVICES brand <strong>Field</strong> <strong>Guide</strong><br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
1
TABLE OF CONTENTS<br />
HOW WE BEGAN..................................................................................................4<br />
<strong>ACRT</strong> Logo Variations......................................................................26<br />
Where We’re Headed.............................................................................6<br />
<strong>ACRT</strong> Logo Usage..............................................................................27<br />
OUR PURPOSE.................................................................................................8<br />
<strong>ACRT</strong> Arborist Training Logo Variations.................................... 28<br />
The Four Pillars.......................................................................................9<br />
<strong>ACRT</strong> Arborist Training Logo Usage........................................... 29<br />
BUILDING OUR LOGO................................................................................10<br />
<strong>ACRT</strong> Pacific Logo Variations........................................................ 30<br />
ORGANIZATIONAL STRUCTURE..........................................................12<br />
<strong>ACRT</strong> Pacific Logo Usage................................................................31<br />
OUR INDEPENDENT PROMISE .............................................................14<br />
Bermex Logo Variations................................................................ 32<br />
SAFETY ABOVE ALL....................................................................................15<br />
Bermex Logo Usage....................................................................... 33<br />
How We Tell Our Story: Key Messages...............................16<br />
ADDITIONAL BRAND MARKS.................................................................34<br />
<strong>ACRT</strong>.....................................................................................................16<br />
Incorrect Logo Usage......................................................................35<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
<strong>ACRT</strong> Pacific........................................................................................18<br />
Bermex............................................................................................... 20<br />
Sub-brand: <strong>ACRT</strong> Arborist Training............................................ 22<br />
OUR BRANDS.................................................................................................23<br />
<strong>ACRT</strong> <strong>Services</strong> Logo Variations.....................................................24<br />
<strong>ACRT</strong> <strong>Services</strong> Logo Usage........................................................... 25<br />
<strong>Brand</strong> Colors.......................................................................................... 36<br />
Typography................................................................................................37<br />
IN CONCLUSION.......................................................................................... 38<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
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3
HOW WE BEGAN<br />
Our company was built on a lifetime of experience and success.<br />
Our story begins in Whitman, Massachusetts in 1945—40<br />
years before our incorporation. Our founder Richard (Dick)<br />
Abbott worked for his stepfather, a municipal tree warden<br />
similar to today’s urban forester. That early experience, his<br />
service in the U.S. Army, and degrees from UMass laid the<br />
foundation for Dick’s career with various utilities for the next<br />
few decades.<br />
We have grown significantly since then—hiring and training the best talent and expanding our customer base while<br />
remaining the industry’s only independent vegetation management company. We have also expanded our core<br />
services by acquiring Bermex, a metering company that enhances accuracy, error detection, and satisfaction for<br />
utilities. In 2017, we reorganized to be led by <strong>ACRT</strong> <strong>Services</strong> and established brands reflecting our core service areas:<br />
vegetation management, arborist training, and metering.<br />
“<br />
my<br />
I believe in my heart that I made a difference in the lives of many people, and I believe that<br />
life mattered. And that’s really what this life is all about.” —Richard E. Abbott, 2016<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
In the 1960s, a number of accidents led to national concern<br />
for tree worker safety. In response, Dick and other industry<br />
professionals developed the Z133 Tree Trimming Safety<br />
Standards through the American National Standards Institute<br />
(ANSI) to help prevent future incidents—a standard that is still<br />
in use today. His influence on safety set a precedent for<br />
our industry.<br />
In 1985, Dick founded <strong>ACRT</strong>—which at that time stood for Appraisal, Consulting, Research, and Training—to provide a<br />
new approach to line clearance, tree inventory, and personnel training. In 2000, Dick turned leadership over to current<br />
CEO Michael B. Weidner, who in 2003 helped establish the employee stock ownership plan (ESOP) that enables our<br />
people to be a direct part of our success.<br />
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5
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
WHERE WE’RE HEADED<br />
Our principles have set a foundation for our<br />
continued growth.<br />
<strong>ACRT</strong> <strong>Services</strong> is more than a family of brands. We’re<br />
passionate, trained, and dedicated people with shared<br />
principles that unite and drive us in all that we do. These<br />
principles remain true today and will never change:<br />
• Putting safety first, always. We can’t do what we do<br />
without living our commitment to safety at all times.<br />
Not only do our practices ensure our safety, but they<br />
also ensure our utility partners and their customers and<br />
members are protected.<br />
• Loving our work. We each have an impact on the success of<br />
our companies and benefit from it through our ESOP. Passion<br />
is the fuel for that success, and it drives us in all that we do<br />
and achieve for our customers.<br />
• Remaining independent. We have a truly unique industry<br />
position—one that separates us from our competitors. That<br />
independence allows us to do only what’s best for those<br />
who rely on us for consultation, arborist training, and so<br />
much more.<br />
These principles have guided us throughout years of growth.<br />
We’ve accomplished this growth by delving into new industries,<br />
offering more service lines, selling into new areas of the country,<br />
and through Bermex, our first acquisition. Just like our company,<br />
our story has grown, too. As <strong>ACRT</strong> <strong>Services</strong>, a holding company<br />
comprising <strong>ACRT</strong>, <strong>ACRT</strong> Pacific, and Bermex, we are able to:<br />
• Deliver new offerings to utility customers<br />
• Provide tailored and versatile expertise to regions<br />
throughout the country<br />
• Be ready for ongoing success while strengthening our<br />
commitment to our customers<br />
Through our people, dedication, process, and education, we<br />
have become an end-to-end solutions provider for utilities.<br />
We’re empowering the best people to help sustain our world<br />
through a full suite of services that make a difference for others<br />
across the country. Everything we have accomplished has<br />
made us into who we are today and has set the stage for who<br />
we will be in the years to come.<br />
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7
OUR PURPOSE<br />
We empower the best people to help sustain our world.<br />
Across industries and the world, it takes tremendous, sustained effort to enable the functionality of modern society.<br />
It’s massive infrastructure operating correctly. It’s moving resources and energy across vast distances. It’s properly<br />
managing large, diverse teams. And it’s doing it all safely and reliably.<br />
The Four Pillars<br />
Our culture is built on four pillars: People, Dedication, Process, and Education. They’re<br />
how we deliver success to every customer in every industry.<br />
PEOPLE<br />
PROCESS<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Throughout the years, we’ve supported this infrastructure and helped utilities achieve measurable results. We<br />
believe that only the best people can make these things happen. It’s why we’re in business. We train our people<br />
to be safety-focused industry leaders. We educate communities nationwide to help them understand what we do<br />
and why it matters for them. And we maintain complete independence to do what’s best—and only what’s best—<br />
for our utility partners.<br />
Everything we do is focused around empowering the best people to help sustain our world. <strong>ACRT</strong> <strong>Services</strong><br />
continues this history of service and success today. Our identity today nods to our past while communicating who<br />
we are, what we do, and what we believe as we move forward into the future.<br />
1985 Today<br />
Our greatest resource<br />
• We excel in mobile workforce management. We<br />
deploy our people and resources effectively, in<br />
any service area—from rural to urban, dense to<br />
remote—providing exceptional service no matter<br />
where and when duty calls.<br />
• We believe in our people and invest in them<br />
through continuing education and training. We are<br />
employee-owned and believe in a positive, active<br />
workplace culture.<br />
DEDICATION<br />
In it for the long-term<br />
• We believe in long-term solutions and developing<br />
detailed roadmaps for continued success.<br />
• We will assist in developing strategy for as long as<br />
you need it.<br />
Getting the job done right<br />
• No matter the task at hand, we know how to tackle<br />
it. We’re experts in defining the parameters of<br />
success and executing on them.<br />
• We do it all with safety—of our employees and our<br />
communities—driving every action we take.<br />
EDUCATION<br />
Sharing practical knowledge<br />
• We’re the experts—and we’re proud to extend that<br />
expertise to those who seek it.<br />
• The right training isn’t just nice to have. It is a<br />
necessity for employees to do their jobs properly<br />
and safely.<br />
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9
BUILDING OUR LOGO<br />
Our identity is so much more than just a mark, symbol, or icon.<br />
It’s a combination of messages expressed visually that describe numerous aspects of who we are. It’s a record<br />
of our past, a course for our future, a reflection of our personality, a badge to our employees, a beacon to our<br />
audiences, and a promise to our industry and world. But it cannot share these messages simply by existing. We<br />
have to be the ones to share it through our daily work.<br />
Our logo may appear simple, but it’s much more complex. Just like our company itself, our logo has been built<br />
from the ground up, becoming what it is today through the effects of more than 30 years of hard work. Just as we<br />
will only do what is best for our partners and their customers, our logo expresses its meaning clearly and concisely<br />
for the greatest impact.<br />
WE ARE ALL ABOUT PEOPLE<br />
WE ARE BUILT ON FOUR<br />
STRATEGIC PILLARS<br />
WE ARE THE AUTHORITY<br />
WE HAVE A BIG OPPORTUNITY<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
People connect <strong>ACRT</strong> <strong>Services</strong><br />
together in a never-ending<br />
chain. We serve our people, who<br />
serve our customers and their<br />
community.<br />
OUR EMPLOYEES<br />
THE COMMUNITIES OUR<br />
CUSTOMERS SERVE<br />
OUR CUSTOMERS<br />
Our brand is built on four strategic<br />
pillars. Our brand value and<br />
messaging is in living up to the<br />
simple, powerful pillars that have<br />
and will drive our success.<br />
PEOPLE<br />
PROCESS<br />
DEDICATION<br />
EDUCATION<br />
(AT THE CENTER)<br />
<strong>ACRT</strong> <strong>Services</strong> is the authority in the<br />
industries and business segments<br />
we touch. We are defined by how<br />
our customers, partners, and<br />
vendors view our expertise.<br />
We have grown into an end-to-end<br />
solutions provider for our utility customers<br />
and have an opportunity to be that for<br />
even more utilities. Our brand is part of<br />
this evolution and represents our services<br />
and focuses more completely.<br />
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ORGANIZATIONAL STRUCTURE<br />
Collaborative effort. Combined success.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
The creation of <strong>ACRT</strong> <strong>Services</strong> allows us to deliver new offerings<br />
to utility customers, provide tailored and versatile expertise to<br />
regions throughout the United States, and continue significant,<br />
ongoing growth.<br />
With our new logo, we remember our past while looking<br />
toward our future. It’s a nod to that history that provided us<br />
with the success of our processes, credibility, and expertise.<br />
Because our brand stands for reliability and expertise, the new<br />
logos don’t just tell a story. They’re functional, noticeable, and<br />
memorable.<br />
Our updated brand identity is also flexible enough for whatever<br />
challenge we take on—existing or new. So, how does this expand<br />
the <strong>ACRT</strong> historic brand?<br />
The Bermex logo has a unique<br />
history, rich in the integrity of its<br />
brand promise. In the early days<br />
of the company, business was<br />
done with a simple handshake.<br />
This logo represents trust and<br />
a long-standing commitment<br />
to customers—some of whom<br />
have been with Bermex for<br />
more than 30 years.<br />
This logo blends the long-standing<br />
brand recognition of Bermex with<br />
the long history of <strong>ACRT</strong> <strong>Services</strong>.<br />
Our new logo for <strong>ACRT</strong> helps<br />
drive our narrative, based on<br />
deep roots for the business<br />
that helped us grow. This is the<br />
brand that made it all possible.<br />
It reminds our customers and<br />
our people that we know whom<br />
we serve and remain dedicated<br />
to safety and reliability.<br />
As the leader in the utility<br />
vegetation management space,<br />
the logo pays homage to our<br />
overall brand credibility and<br />
states what we do, and for what<br />
industry, all while making a<br />
unique visual mark.<br />
The new core brand identity<br />
also gives us the roots for the<br />
rest of our brand messaging.<br />
The <strong>ACRT</strong> Pacific logo is<br />
slightly different than <strong>ACRT</strong>.<br />
It provides familiarity with<br />
the new brand and also the<br />
specialized attention we<br />
provide in California.<br />
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<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
OUR INDEPENDENT PROMISE<br />
Our independence has long been a point of differentiation in our industry.<br />
Independence is important—and it’s unique. Whereas many<br />
industry businesses are owned by other tree companies<br />
that influence their direction, we were founded as an<br />
independent utility vegetation management company. It’s<br />
a critical component of our culture and the very spirit of<br />
our organization. Our independence ensures that every<br />
single employee, from the field to upper management, acts<br />
with our core values—People, Dedication, Process, and<br />
Education—driving the business, doing only what’s best and<br />
necessary for our clients.<br />
Remaining independent is also how our organization grew<br />
to what it is today. As we’ve grown, we’ve maintained that<br />
commitment to independence. We remain a consultative,<br />
employee-owned organization and operate with the same<br />
integrity and values we have demonstrated for decades.<br />
We serve our people, who serve our customers, who serve<br />
their communities. It’s what keeps us in business. And that’s<br />
our independent promise.<br />
About this mark:<br />
• Acts as a “certification” of<br />
independence, instilling<br />
customer confidence.<br />
• Versatile; can be used<br />
across all brands.<br />
• Reinforces independence<br />
as a key component of<br />
our brand story and as a<br />
promise to those we serve.<br />
INDEPENDENCE STATEMENTS<br />
The following statements express our<br />
commitment to independence across all<br />
of our brands. Memorize yours, live it out<br />
through your daily work, and integrate it<br />
into your communications.<br />
<strong>ACRT</strong> SERVICES & BERMEX<br />
We empower the best people to help<br />
sustain our world. 100% employee-owned.<br />
Independence guaranteed.<br />
<strong>ACRT</strong><br />
At <strong>ACRT</strong>, we’re the only independent<br />
national vegetation management<br />
consulting firm—giving us the freedom to<br />
put our clients first.<br />
<strong>ACRT</strong> PACIFIC<br />
<strong>ACRT</strong> Pacific is 100% independent. As an<br />
employee-owned organization, our people<br />
keep your best interests at the heart of<br />
everything we do. It’s how we’ve grown,<br />
and it’s why we’re in business. It’s our<br />
independent promise.<br />
SAFETY ABOVE ALL<br />
The most important part of our business.<br />
Safety has been and always will be at the forefront of what<br />
we do—in our work for our utility partners and in training the<br />
industry’s newest leaders. Our commitment to safety helps<br />
us achieve our goals and ensures that our employees and<br />
customers have a positive experience with us.<br />
To support this commitment, we established a mark that<br />
ties in with our organizational identity and four strategic<br />
pillars. This mark integrates into all aspects of our business<br />
and our brands to remind us of the value and importance of<br />
safety and to demonstrate our commitment.<br />
About this mark:<br />
• Reinforces our<br />
commitment to safety.<br />
• Should be used in body<br />
copy next to any mentions<br />
of safety in marketing<br />
communications materials.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
• Versatile; can be used across all brands.<br />
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How We Tell Our Story:<br />
Key Messages<br />
<strong>ACRT</strong><br />
Your business is providing safe, reliable power<br />
to your customers. Our business is making<br />
sure you keep that commitment.<br />
<strong>ACRT</strong> Key Messages:<br />
• We think ahead, we plan what’s needed, and we customize our approach. No grid has the same needs.<br />
<strong>ACRT</strong> gives each of its customers the specialized attention they need for safe, reliable power to the homes<br />
across the country, no matter what it takes.<br />
• <strong>ACRT</strong> is 100% independent. As an employee-owned organization, we keep your best interests at the<br />
heart of all we do. It’s how we’ve grown, and it’s why we’re in business. It’s our independent promise.<br />
• Our roots in, and passion for, arboriculture mean that our customers rely on <strong>ACRT</strong> for strategic solutions<br />
to their vegetation challenges. It’s the difference between one-time quick fixes and a comprehensive,<br />
proactive program that boosts dependability—it’s what YOUR customers rely on.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
<strong>ACRT</strong> is the largest independent utility management<br />
consulting company in the U.S. and empowers utilities to<br />
proactively manage vegetation across their entire rightsof-way.<br />
We offer end-to-end solutions and advanced<br />
technology that meet your unique challenges. We think<br />
ahead, we plan what’s needed, and we customize our<br />
approach—all with total independence. We act in the way<br />
that works best for your needs, business, and customers.<br />
We make it happen by taking a comprehensive look at your<br />
grid and your vegetation management needs, transforming<br />
what we learn into an actionable plan. We evaluate your<br />
entire system, and we identify areas needing immediate<br />
attention for a specific and individualized approach.<br />
For utilities, it results in major workload reductions, fewer<br />
vegetation-related outages, and enhanced storm resistance.<br />
You receive comfort in knowing you’re doing what’s best for<br />
your customers who depend on the services you provide.<br />
You help sustain our world, and we’re behind you all the way.<br />
• <strong>ACRT</strong> takes a holistic, collective, and strategic look at your vegetation management plan, transforming<br />
reactive measures into proactive ones, saving organizations time, money, and resources.<br />
• Our people make the difference. With thousands of years of combined industry experience and deeply<br />
rooted relationships with industry associations and boards, the experts at <strong>ACRT</strong> have the passion and the<br />
expertise to do the job right.<br />
• We’re experienced, but we’re not stuck in the past. <strong>ACRT</strong> works with its customers to find untapped<br />
solutions through innovation that works for your business.<br />
• Safety is at the heart of everything we do. Utility vegetation management is inherently risky work—<br />
enormous systems transmitting power across great distances, and each of the ancillary services that<br />
make this possible. Nothing is more important than sending people home safe at the end of each day.<br />
• Dick and other industry professionals developed the Z133 Tree Trimming Safety Standards through the<br />
American National Standards Institute (ANSI) to help prevent future incidents—a standard that is still in use<br />
today. His influence on safety set a precedent for our industry that is stronger than ever.<br />
• <strong>ACRT</strong> exclusively offers Arborcision, a proactive vegetation management tool that empowers utilities<br />
to prioritize workloads, analyze costs, and make more effective decisions to improve reliability through<br />
innovative technology. Using site-specific information about tree types, anticipated growth patterns, and<br />
additional information, the Arborcision platform collects and correlates data to help cooperatives plan<br />
the most efficient and cost-effective methods to maintain rights-of-way.<br />
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<strong>ACRT</strong> Pacific<br />
<strong>ACRT</strong> PACIFIC Key Messages<br />
<strong>ACRT</strong> Pacific was established with a unique<br />
goal: Provide California-based utilities with<br />
dedicated utility vegetation management<br />
services for the state’s diverse landscape<br />
and the unique risks and challenges that<br />
come with it.<br />
<strong>ACRT</strong> Pacific empowers California utilities to proactively<br />
manage vegetation across their entire rights-of-way, with<br />
state-specific dedication and expertise. We offer end-to-end<br />
solutions that meet your particular needs. We think ahead,<br />
we plan what’s needed, and we customize our approach—all<br />
with total independence.<br />
• California utilities are unique, and <strong>ACRT</strong> Pacific gives each the specialized attention it needs for safe,<br />
reliable power to customers across the state, no matter what it takes.<br />
• <strong>ACRT</strong> Pacific is 100% independent. As an employee-owned organization, our people keep your best<br />
interests at the heart of everything we do. It’s how we’ve grown, and it’s why we’re in business. It’s our<br />
independent promise.<br />
• Our roots in, and passion for, arboriculture mean that our customers rely on <strong>ACRT</strong> Pacific for strategic<br />
solutions to their vegetation challenges. It’s the difference between one-time quick fixes and a<br />
comprehensive, proactive program that boosts dependability—it’s what YOUR customers rely on.<br />
• <strong>ACRT</strong> Pacific takes a holistic, collective, and strategic look at your vegetation management plan,<br />
transforming reactive measures into proactive ones, saving organizations time, money, and resources.<br />
• Our people make the difference. With thousands of years of combined industry experience and deeplyrooted<br />
relationships with industry associations and boards, the experts at <strong>ACRT</strong> Pacific have the passion<br />
and the expertise to do the job right.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
We make it happen by taking a comprehensive look at your<br />
grid and your vegetation management needs, transforming<br />
what we learn into an actionable plan. We evaluate your<br />
entire system, and we identify areas needing immediate<br />
attention for a specific and individualized approach.<br />
For California utilities, it results in major workload reductions,<br />
fewer vegetation-related outages, and enhanced storm<br />
resistance. You receive comfort in the knowledge you’re<br />
doing what’s best for your customers who depend on the<br />
services you provide. You help sustain our world—and we’re<br />
behind you all the way.<br />
• We’re experienced, but we’re not stuck in the past. <strong>ACRT</strong> Pacific works with its customers to find untapped<br />
solutions through innovation that works for your business.<br />
• Safety is at the heart of everything we do. Utility vegetation management is inherently risky work—<br />
enormous systems transmitting power across great distances, and each of the ancillary services that make<br />
this possible. Nothing is more important than sending people home safe at the end of each day.<br />
• Your business is providing safe, reliable power to your customers. Our business is making sure you keep<br />
that commitment. At <strong>ACRT</strong> Pacific, we specialize in everything California.<br />
• At <strong>ACRT</strong> Pacific, we’re part of a growing team dedicated to your needs. We’ve grown from a company<br />
rooted deeply in a strong commitment to customers. That has created a culture where we train our team<br />
to support you.<br />
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Bermex<br />
BERMEX Key Messages:<br />
Accuracy matters to you, and your customers.<br />
Rely on Bermex for precision, timeliness, and<br />
assurance that your customers can depend<br />
on. Bermex was founded with a handshake,<br />
and that symbol of trust has carried our<br />
business for more than 40 years.<br />
• Accuracy matters to you and your customers. Rely on Bermex for precision, timeliness, and assurance that<br />
your customers can depend on.<br />
• Bermex was founded with a handshake, and that symbol of trust has carried our business for more than<br />
40 years. Bermex provides water, gas, and electric utilities with the essential services needed to bolster<br />
overall customer satisfaction. It’s what we’ve done for more than 40 years. Rely on Bermex for accuracy,<br />
dependability, and integrity. We hold ourselves to world-class standards of integrity because for our business<br />
to work we need your trust.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Bermex empowers utilities throughout the gas, water, and<br />
electric industries to focus on the hard work that is providing<br />
service. It’s the core of everything you do. With our expertise<br />
in workforce mobilization and field service, we’ll take care of<br />
your metering needs.<br />
There are details to account for when doing right by<br />
your customers. Bermex takes care of them all. Through<br />
our expertise in mobile workforce deployment and<br />
management, Bermex helps your organization save time,<br />
resources, and money. An unidentified problem can cost<br />
you significantly. Bermex has your back. You help sustain<br />
our world, and we’re behind you all the way.<br />
• The utility business can be unpredictable. That’s why Bermex is as flexible as you need us to be. No matter<br />
the job, we stay nimble so that we can solve your problems with a customized approach.<br />
• We don’t shy away from a project. Our excellence in mobile workforce management means we’re agile, fast,<br />
and capable. No matter the size of your project, or how quickly you need it ramped up, Bermex delivers<br />
where others can’t.<br />
• Our company was built on relationships, and that has never changed. There’s a reason Bermex maintains<br />
contracts that extend back longer than some of our competitors have been in business.<br />
• Our people make the difference. Through our deeply rooted relationships with the utility industry, we<br />
maintain the passion and the expertise to do the job right.<br />
• Bermex pioneered contract metering reading services for utilites. In 1983, Bermex was the first company to<br />
partner with a major utility. Since then, we have grown to serve many utilities as well as their customers.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
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Sub-brand:<br />
<strong>ACRT</strong> Arborist Training<br />
<strong>ACRT</strong> offers qualified arborist training<br />
opportunities to help our customers reach<br />
their fullest potential in the areas where<br />
it’s needed, including our Line Clearance<br />
Arborist Certification.<br />
Training is at the heart of our organization—it’s the<br />
“T” in <strong>ACRT</strong>. Our founders envisioned training as a<br />
cornerstone, and it remains so today.<br />
We’re the experts—and we’re proud to extend that<br />
expertise through ongoing education to those in the<br />
utility and arboriculture industries who seek it.<br />
<strong>ACRT</strong> ARBORIST TRAINING Key Messages:<br />
• A job well done starts with the knowledge of how<br />
to do it properly, safely, and effectively. That’s the<br />
value of <strong>ACRT</strong> Arborist Training—our experts offering<br />
everything they know to your crews, so they can<br />
continue serving the essential functions of your<br />
business and operations.<br />
• It’s in our name—the “T” in <strong>ACRT</strong> stands for “Training.”<br />
It’s a founding principle of our organization and part<br />
of how we’ve helped our customers stay successful.<br />
• A lot depends on the proper training of your crews,<br />
from the performance of your infrastructure to the<br />
costs of your vegetation management program.<br />
• We ensure that your crews know the relevant<br />
OSHA standards, techniques to learn their jobs, and<br />
in-depth training on the latest relevant standards.<br />
OUR BRANDS<br />
Each element of our organization brings its own story and experience.<br />
Together, we are all united into one blended house of brands that grows<br />
and improves from our history of safety, independence, and expertise.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Staying on top of the latest codes and standards<br />
for safety and operations is a job in and of itself. Let<br />
<strong>ACRT</strong> take care of that while you’re busy serving the<br />
communities across your territory.<br />
Our immersive, hands-on training adds value to the<br />
service you provide, engages your people in their work,<br />
and most importantly, helps make sure that everyone<br />
goes home safe at the end of every day. Your job is to<br />
help sustain everyday life for your communities; ours is<br />
to help you do it right.<br />
• <strong>ACRT</strong> Arborist Training can help you make sure your<br />
answer to each of these questions is a confident “Yes.”<br />
• The right training isn’t just nice to have. It’s a<br />
necessity, for your employees to do their jobs<br />
properly and efficiently.<br />
• Safety is at the heart of <strong>ACRT</strong> Arborist Training. Our<br />
dedication to safety stretches back to the creation of<br />
the Z133 safety standard; <strong>ACRT</strong> founder Dick Abbott<br />
was vice chair of the original Z committee. Our<br />
training experts are involved at every level of our<br />
industry to ensure practical expertise.<br />
• Build your own class, and choose your training<br />
location—at our Akron headquarters or your office.<br />
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22<br />
• We exclusively offer the Line Clearance Arborist<br />
Certification—the only program of its kind in the U.S.<br />
23
<strong>ACRT</strong> <strong>Services</strong> Logo Variations<br />
The colors used in the <strong>ACRT</strong> <strong>Services</strong> logo treatments contribute to a distinguishable<br />
element of the brand identity. It is important to be consistent in the use of color. Two<br />
configurations—horizontal and vertical—are available depending on the application.<br />
Horizontal MARKS<br />
ICON MARKS<br />
<strong>ACRT</strong> <strong>Services</strong> Logo Usage<br />
Our logo is the touchstone of our brand and one of <strong>ACRT</strong> <strong>Services</strong>’ most valuable<br />
assets. It is important for stakeholders to ensure proper usage.<br />
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe<br />
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –<br />
regardless of the logo application.<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Vertical MARKS<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
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24<br />
25
<strong>ACRT</strong> Logo Variations<br />
The colors used in the <strong>ACRT</strong> logo treatments contribute to a distinguishable<br />
element of the brand identity. It is important to be consistent in the use of color. Two<br />
configurations—horizontal and vertical—are available depending on the application.<br />
Horizontal MARKS<br />
ICON MARKS<br />
<strong>ACRT</strong> Logo Usage<br />
Our logo is the touchstone of our brand and one of <strong>ACRT</strong>’s most valuable assets. It is<br />
important for stakeholders to ensure proper usage.<br />
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe<br />
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –<br />
regardless of the logo application.<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Vertical MARKS<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
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26<br />
27
<strong>ACRT</strong> Arborist Training Logo Variations<br />
The colors used in the <strong>ACRT</strong> Arborist Training logo treatments are a distinguishable<br />
element of the brand identity. It is important to be consistent in the use of color. Two<br />
configurations—horizontal and vertical—are available depending on the application.<br />
Horizontal MARKS<br />
ICON MARKS<br />
<strong>ACRT</strong> Arborist Training Logo Usage<br />
Our logo is the touchstone of our brand and one of <strong>ACRT</strong> Arborist Training’s most<br />
valuable assets. It is important for stakeholders to ensure proper usage.<br />
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe<br />
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –<br />
regardless of the logo application.<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Vertical MARKS<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
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28<br />
29
<strong>ACRT</strong> Pacific Logo Variations<br />
The colors used in the <strong>ACRT</strong> Pacific logo treatments contribute to a distinguishable<br />
element of the brand identity. It is important to be consistent in the use of color. Two<br />
configurations—horizontal and vertical—are available depending on the application.<br />
Horizontal MARKS<br />
ICON MARKS<br />
<strong>ACRT</strong> Pacific Logo Usage<br />
Our logo is the touchstone of our brand and one of <strong>ACRT</strong> Pacific’s most valuable<br />
assets. It is important for stakeholders to ensure proper usage.<br />
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe<br />
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –<br />
regardless of the logo application.<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Vertical MARKS<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
30<br />
31
Bermex Logo Variations<br />
The colors used in the Bermex logo treatments contribute to a distinguishable<br />
element of the brand identity. It is important to be consistent in the use of color. Two<br />
configurations—horizontal and vertical—are available depending on the application.<br />
Horizontal MARKS<br />
ICON MARKS<br />
Bermex Logo Usage<br />
Our logo is the touchstone of our brand and one of Bermex’s’ most valuable assets. It is<br />
important for stakeholders to ensure proper usage.<br />
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe<br />
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –<br />
regardless of the logo application.<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
Vertical MARKS<br />
X/2<br />
X<br />
X/2<br />
X<br />
X/2<br />
X<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
32<br />
33
ADDITIONAL BRAND MARKS<br />
Additional marks offer a clear and visual way to make promises to our customers and<br />
remind them of things that we as an organization are passionate about.<br />
These additional marks can be used on trucks, promotions, and marketing materials as a reminder and promise to<br />
our customers. These marks should always be accompanied with text that explains their meaning and the benefit it<br />
provides to the customer.<br />
Incorrect Logo Usage<br />
Below is a list of things you should NEVER do to any of our logos.<br />
X X X<br />
INDEPENDENT PROMISE<br />
SAFE PROGRAM<br />
NEVER change the logo’s<br />
orientation.<br />
NEVER change the logo color,<br />
saturation, tone, or opacity.<br />
NEVER place the knockout logo on<br />
an unapproved background color.<br />
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34<br />
The Independent Promise mark may be used with any of our<br />
companies to reinforce our independence. Use it on proposals,<br />
ads, collateral, and utility communications. They should be<br />
complemented with a corresponding independence statement<br />
(see page 16). Use the appropriate color option based on the<br />
application and how it will be printed, produced, or shared.<br />
The SAFE program mark is a critical part of<br />
our field operations. It reminds us to always<br />
use our safety principles and demonstrates<br />
our safety commitment to all. Use the<br />
appropriate color based on the application.<br />
X X X<br />
NEVER place the logo on busy<br />
photography or illustrations.<br />
NEVER add extraneous effects<br />
to the logo. This includes but is<br />
not limited to: bevel and emboss,<br />
lighting effects, and drop shadows.<br />
NEVER scale the logo<br />
disproportionately.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
35
<strong>Brand</strong> Colors<br />
Continuity of our brand is achieved by using a specific palette prescribed here.<br />
Use these colors for color fields and typography. Do not use percentages of any of the primary colors listed below.<br />
Body copy in both print and online applications should appear in black or gray only.<br />
Typography<br />
Continuity of our brand is also achieved by consistent use of typography.<br />
Raleway is the recommended sans serif typeface and is to be used for the tagline, headlines, body copy, and<br />
secondary signature systems. It is recommended that the light weight be used for all body text.<br />
PRIMARY COLORS<br />
SECONDARY COLORS<br />
100%<br />
80%<br />
60%<br />
Although the use of Raleway is strongly recommended for all applications, exceptions may be made where<br />
availability is limited or where technical concerns make its use less efficient. In these instances, Helvetica or Arial<br />
may be used. Note: these guidelines may be broken for specialized applications where readability of the fonts listed<br />
below becomes problematic. If you have questions, please contact the marketing department for guidance.<br />
RALEWAY<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
36<br />
<strong>ACRT</strong> SERVICES<br />
BLUE<br />
• PMS 655U<br />
OR<br />
PMS 655C<br />
• C 100%<br />
M 68%<br />
Y 0%<br />
K 52%<br />
• R 0%<br />
G 47%<br />
B 101%<br />
• HEX: #002f65<br />
• Oracal Vinyl<br />
537 Deep Blue<br />
• Embroidery<br />
thread color<br />
1242<br />
<strong>ACRT</strong><br />
BLUE<br />
• PMS 300U<br />
OR<br />
PMS 2945C<br />
• C 100%<br />
M 44%<br />
Y 0%<br />
K 0%<br />
• R 0%<br />
G 121%<br />
B 193%<br />
• HEX: #0079c1<br />
• Oracal Vinyl 051<br />
Gentian Blue<br />
• Embroidery<br />
thread color<br />
1177<br />
<strong>ACRT</strong> ARBORIST<br />
TRAINING TEAL<br />
• PMS 3155U<br />
OR<br />
PMS 3165C<br />
• C 100%<br />
M 0%<br />
Y 24%<br />
K 38%<br />
• R 0%<br />
G 120%<br />
B 138%<br />
• HEX: #00788a<br />
• Oracal Vinyl<br />
608 petrol<br />
• Embroidery<br />
thread color<br />
1293<br />
<strong>ACRT</strong> PACIFIC<br />
CYAN<br />
• PMS 2202U<br />
OR<br />
PMS 3538C<br />
• C 90%<br />
M 0%<br />
Y 3%<br />
K 0%<br />
• R 0%<br />
G 170%<br />
B 227%<br />
• HEX: #00AAE3<br />
• Avery 600<br />
HIGH GLOSS<br />
CALENDERED<br />
OPAQUE GLACIER<br />
BLUE<br />
• Embroidery<br />
thread color<br />
1295<br />
BERMEX<br />
MAROON<br />
• PMS 7421U<br />
OR<br />
PMS 7421C<br />
• C 0%<br />
M 100%<br />
Y 30%<br />
K 61%<br />
• R 120%<br />
G 0%<br />
B 50%<br />
• HEX: #780032<br />
• Avery 900<br />
Supercast<br />
Opaque Burgundy<br />
• Embroidery<br />
thread color<br />
1035<br />
BRAND Accent<br />
Safety Green<br />
• PMS 380U<br />
OR<br />
PMS 380C<br />
• C 13%<br />
M 0%<br />
Y 72%<br />
K 0%<br />
• R 228%<br />
G 231%<br />
B 109%<br />
• HEX: #e4e76d<br />
The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standard. Refer to the PANTONE Color Formula<br />
<strong>Guide</strong> for accurate color. PANTONE ® is a registered trademark of Pantone, Inc.<br />
40%<br />
20%<br />
Solid black or a<br />
percentage of<br />
black may be used<br />
to achieve a cool<br />
gray color in black<br />
and white print and<br />
online applications.<br />
Light<br />
Extra Bold<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
0123456789<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
0123456789<br />
AaBbCb123<br />
LIGHT<br />
AaBbCb123<br />
LIGHT ITALIC<br />
AaBbCb123<br />
EXTRA BOLD<br />
AaBbCb123<br />
EXTRA BOLD ITALIC<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Donec iaculis a est vel suscipit.<br />
Praesent luctus tortor quis augue fringilla<br />
porttitor. Sed at odio.<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Donec iaculis a est vel suscipit.<br />
Praesent luctus tortor quis augue fringilla porttitor.<br />
Sed at odio.<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Donec iaculis a est vel<br />
suscipit. Praesent luctus tortor quis augue<br />
fringilla porttitor. Sed at odio.<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Donec iaculis a est vel suscipit.<br />
Praesent luctus tortor quis augue fringilla<br />
porttitor. Sed at odio.<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
37
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
38<br />
IN CONCLUSION<br />
This brand field guide is part of our path to growth.<br />
As our organization expands, it is important that we share the story of <strong>ACRT</strong> <strong>Services</strong> with our team, our customers,<br />
and the audiences our customers serve. As we do so, we want to be sure that we are consistent in our approach<br />
and make a clear, bold statement about who we are.<br />
Similar to our emphasis on safety, creating consistent practices with our brand will help create ongoing values and<br />
a way for our organization to talk about itself. Whenever we share any messaging about our organization with the<br />
world, we want to be sure to review this guide as a resource to define our messaging and put our best foot forward.<br />
This brand field guide is a living, breathing document. Moving forward, more custom elements will be added to<br />
provide us clear direction on all branding priorities. As we continue to grow, our new brands will help us breathe<br />
new life into these existing elements to unify all of our organizations together.<br />
USE the MARKETING & communications department<br />
Remember, you are not alone in our branding effort. The marketing and communications<br />
department is available to assist you with any questions or needs. This includes everything<br />
from strategic assistance with project proposals and advertising campaigns to tactical<br />
needs such as presentations and stationery. Familiarize yourself with the marketing and<br />
communications team and their services.<br />
For questions about<br />
this guide or how to<br />
use elements within it,<br />
please contact:<br />
RENEE Bissett<br />
Manager, Marketing & Communications<br />
rbissett@acrtinc.com<br />
P 800.622.2562 Ext. 312<br />
ALT 330.945.7500 Ext. 312<br />
F 330.945.7200<br />
C 330.472.8371<br />
Kevin Gamble<br />
Marketing and Communications Specialist<br />
kgamble@acrtinc.com<br />
P 800.622.2562 Ext. 206<br />
ALT 330.945.7500 Ext. 206<br />
F 330.945.7200<br />
C 503.997.0567<br />
Susan Madura<br />
Marketing and Communications Specialist<br />
smadura@acrtinc.com<br />
P 800.622.2562 Ext. 289<br />
ALT 330.945.7500 Ext. 289<br />
F 330.945.7200<br />
C 419.566.8185<br />
<strong>ACRT</strong> SERVICES BRAND FIELD GUIDE<br />
39