ACRT Services Brand Field Guide

FIELD GUIDE
LOOKING FORWARD
ACRT SERVICES brand Field Guide
ACRT SERVICES BRAND FIELD GUIDE
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TABLE OF CONTENTS
HOW WE BEGAN..................................................................................................4
ACRT Logo Variations......................................................................26
Where We’re Headed.............................................................................6
ACRT Logo Usage..............................................................................27
OUR PURPOSE.................................................................................................8
ACRT Arborist Training Logo Variations.................................... 28
The Four Pillars.......................................................................................9
ACRT Arborist Training Logo Usage........................................... 29
BUILDING OUR LOGO................................................................................10
ACRT Pacific Logo Variations........................................................ 30
ORGANIZATIONAL STRUCTURE..........................................................12
ACRT Pacific Logo Usage................................................................31
OUR INDEPENDENT PROMISE .............................................................14
Bermex Logo Variations................................................................ 32
SAFETY ABOVE ALL....................................................................................15
Bermex Logo Usage....................................................................... 33
How We Tell Our Story: Key Messages...............................16
ADDITIONAL BRAND MARKS.................................................................34
ACRT.....................................................................................................16
Incorrect Logo Usage......................................................................35
ACRT SERVICES BRAND FIELD GUIDE
ACRT Pacific........................................................................................18
Bermex............................................................................................... 20
Sub-brand: ACRT Arborist Training............................................ 22
OUR BRANDS.................................................................................................23
ACRT Services Logo Variations.....................................................24
ACRT Services Logo Usage........................................................... 25
Brand Colors.......................................................................................... 36
Typography................................................................................................37
IN CONCLUSION.......................................................................................... 38
ACRT SERVICES BRAND FIELD GUIDE
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HOW WE BEGAN
Our company was built on a lifetime of experience and success.
Our story begins in Whitman, Massachusetts in 1945—40
years before our incorporation. Our founder Richard (Dick)
Abbott worked for his stepfather, a municipal tree warden
similar to today’s urban forester. That early experience, his
service in the U.S. Army, and degrees from UMass laid the
foundation for Dick’s career with various utilities for the next
few decades.
We have grown significantly since then—hiring and training the best talent and expanding our customer base while
remaining the industry’s only independent vegetation management company. We have also expanded our core
services by acquiring Bermex, a metering company that enhances accuracy, error detection, and satisfaction for
utilities. In 2017, we reorganized to be led by ACRT Services and established brands reflecting our core service areas:
vegetation management, arborist training, and metering.
“
my
I believe in my heart that I made a difference in the lives of many people, and I believe that
life mattered. And that’s really what this life is all about.” —Richard E. Abbott, 2016
ACRT SERVICES BRAND FIELD GUIDE
In the 1960s, a number of accidents led to national concern
for tree worker safety. In response, Dick and other industry
professionals developed the Z133 Tree Trimming Safety
Standards through the American National Standards Institute
(ANSI) to help prevent future incidents—a standard that is still
in use today. His influence on safety set a precedent for
our industry.
In 1985, Dick founded ACRT—which at that time stood for Appraisal, Consulting, Research, and Training—to provide a
new approach to line clearance, tree inventory, and personnel training. In 2000, Dick turned leadership over to current
CEO Michael B. Weidner, who in 2003 helped establish the employee stock ownership plan (ESOP) that enables our
people to be a direct part of our success.
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ACRT SERVICES BRAND FIELD GUIDE
WHERE WE’RE HEADED
Our principles have set a foundation for our
continued growth.
ACRT Services is more than a family of brands. We’re
passionate, trained, and dedicated people with shared
principles that unite and drive us in all that we do. These
principles remain true today and will never change:
• Putting safety first, always. We can’t do what we do
without living our commitment to safety at all times.
Not only do our practices ensure our safety, but they
also ensure our utility partners and their customers and
members are protected.
• Loving our work. We each have an impact on the success of
our companies and benefit from it through our ESOP. Passion
is the fuel for that success, and it drives us in all that we do
and achieve for our customers.
• Remaining independent. We have a truly unique industry
position—one that separates us from our competitors. That
independence allows us to do only what’s best for those
who rely on us for consultation, arborist training, and so
much more.
These principles have guided us throughout years of growth.
We’ve accomplished this growth by delving into new industries,
offering more service lines, selling into new areas of the country,
and through Bermex, our first acquisition. Just like our company,
our story has grown, too. As ACRT Services, a holding company
comprising ACRT, ACRT Pacific, and Bermex, we are able to:
• Deliver new offerings to utility customers
• Provide tailored and versatile expertise to regions
throughout the country
• Be ready for ongoing success while strengthening our
commitment to our customers
Through our people, dedication, process, and education, we
have become an end-to-end solutions provider for utilities.
We’re empowering the best people to help sustain our world
through a full suite of services that make a difference for others
across the country. Everything we have accomplished has
made us into who we are today and has set the stage for who
we will be in the years to come.
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OUR PURPOSE
We empower the best people to help sustain our world.
Across industries and the world, it takes tremendous, sustained effort to enable the functionality of modern society.
It’s massive infrastructure operating correctly. It’s moving resources and energy across vast distances. It’s properly
managing large, diverse teams. And it’s doing it all safely and reliably.
The Four Pillars
Our culture is built on four pillars: People, Dedication, Process, and Education. They’re
how we deliver success to every customer in every industry.
PEOPLE
PROCESS
ACRT SERVICES BRAND FIELD GUIDE
Throughout the years, we’ve supported this infrastructure and helped utilities achieve measurable results. We
believe that only the best people can make these things happen. It’s why we’re in business. We train our people
to be safety-focused industry leaders. We educate communities nationwide to help them understand what we do
and why it matters for them. And we maintain complete independence to do what’s best—and only what’s best—
for our utility partners.
Everything we do is focused around empowering the best people to help sustain our world. ACRT Services
continues this history of service and success today. Our identity today nods to our past while communicating who
we are, what we do, and what we believe as we move forward into the future.
1985 Today
Our greatest resource
• We excel in mobile workforce management. We
deploy our people and resources effectively, in
any service area—from rural to urban, dense to
remote—providing exceptional service no matter
where and when duty calls.
• We believe in our people and invest in them
through continuing education and training. We are
employee-owned and believe in a positive, active
workplace culture.
DEDICATION
In it for the long-term
• We believe in long-term solutions and developing
detailed roadmaps for continued success.
• We will assist in developing strategy for as long as
you need it.
Getting the job done right
• No matter the task at hand, we know how to tackle
it. We’re experts in defining the parameters of
success and executing on them.
• We do it all with safety—of our employees and our
communities—driving every action we take.
EDUCATION
Sharing practical knowledge
• We’re the experts—and we’re proud to extend that
expertise to those who seek it.
• The right training isn’t just nice to have. It is a
necessity for employees to do their jobs properly
and safely.
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BUILDING OUR LOGO
Our identity is so much more than just a mark, symbol, or icon.
It’s a combination of messages expressed visually that describe numerous aspects of who we are. It’s a record
of our past, a course for our future, a reflection of our personality, a badge to our employees, a beacon to our
audiences, and a promise to our industry and world. But it cannot share these messages simply by existing. We
have to be the ones to share it through our daily work.
Our logo may appear simple, but it’s much more complex. Just like our company itself, our logo has been built
from the ground up, becoming what it is today through the effects of more than 30 years of hard work. Just as we
will only do what is best for our partners and their customers, our logo expresses its meaning clearly and concisely
for the greatest impact.
WE ARE ALL ABOUT PEOPLE
WE ARE BUILT ON FOUR
STRATEGIC PILLARS
WE ARE THE AUTHORITY
WE HAVE A BIG OPPORTUNITY
ACRT SERVICES BRAND FIELD GUIDE
People connect ACRT Services
together in a never-ending
chain. We serve our people, who
serve our customers and their
community.
OUR EMPLOYEES
THE COMMUNITIES OUR
CUSTOMERS SERVE
OUR CUSTOMERS
Our brand is built on four strategic
pillars. Our brand value and
messaging is in living up to the
simple, powerful pillars that have
and will drive our success.
PEOPLE
PROCESS
DEDICATION
EDUCATION
(AT THE CENTER)
ACRT Services is the authority in the
industries and business segments
we touch. We are defined by how
our customers, partners, and
vendors view our expertise.
We have grown into an end-to-end
solutions provider for our utility customers
and have an opportunity to be that for
even more utilities. Our brand is part of
this evolution and represents our services
and focuses more completely.
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ORGANIZATIONAL STRUCTURE
Collaborative effort. Combined success.
ACRT SERVICES BRAND FIELD GUIDE
The creation of ACRT Services allows us to deliver new offerings
to utility customers, provide tailored and versatile expertise to
regions throughout the United States, and continue significant,
ongoing growth.
With our new logo, we remember our past while looking
toward our future. It’s a nod to that history that provided us
with the success of our processes, credibility, and expertise.
Because our brand stands for reliability and expertise, the new
logos don’t just tell a story. They’re functional, noticeable, and
memorable.
Our updated brand identity is also flexible enough for whatever
challenge we take on—existing or new. So, how does this expand
the ACRT historic brand?
The Bermex logo has a unique
history, rich in the integrity of its
brand promise. In the early days
of the company, business was
done with a simple handshake.
This logo represents trust and
a long-standing commitment
to customers—some of whom
have been with Bermex for
more than 30 years.
This logo blends the long-standing
brand recognition of Bermex with
the long history of ACRT Services.
Our new logo for ACRT helps
drive our narrative, based on
deep roots for the business
that helped us grow. This is the
brand that made it all possible.
It reminds our customers and
our people that we know whom
we serve and remain dedicated
to safety and reliability.
As the leader in the utility
vegetation management space,
the logo pays homage to our
overall brand credibility and
states what we do, and for what
industry, all while making a
unique visual mark.
The new core brand identity
also gives us the roots for the
rest of our brand messaging.
The ACRT Pacific logo is
slightly different than ACRT.
It provides familiarity with
the new brand and also the
specialized attention we
provide in California.
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ACRT SERVICES BRAND FIELD GUIDE
OUR INDEPENDENT PROMISE
Our independence has long been a point of differentiation in our industry.
Independence is important—and it’s unique. Whereas many
industry businesses are owned by other tree companies
that influence their direction, we were founded as an
independent utility vegetation management company. It’s
a critical component of our culture and the very spirit of
our organization. Our independence ensures that every
single employee, from the field to upper management, acts
with our core values—People, Dedication, Process, and
Education—driving the business, doing only what’s best and
necessary for our clients.
Remaining independent is also how our organization grew
to what it is today. As we’ve grown, we’ve maintained that
commitment to independence. We remain a consultative,
employee-owned organization and operate with the same
integrity and values we have demonstrated for decades.
We serve our people, who serve our customers, who serve
their communities. It’s what keeps us in business. And that’s
our independent promise.
About this mark:
• Acts as a “certification” of
independence, instilling
customer confidence.
• Versatile; can be used
across all brands.
• Reinforces independence
as a key component of
our brand story and as a
promise to those we serve.
INDEPENDENCE STATEMENTS
The following statements express our
commitment to independence across all
of our brands. Memorize yours, live it out
through your daily work, and integrate it
into your communications.
ACRT SERVICES & BERMEX
We empower the best people to help
sustain our world. 100% employee-owned.
Independence guaranteed.
ACRT
At ACRT, we’re the only independent
national vegetation management
consulting firm—giving us the freedom to
put our clients first.
ACRT PACIFIC
ACRT Pacific is 100% independent. As an
employee-owned organization, our people
keep your best 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
independent promise.
SAFETY ABOVE ALL
The most important part of our business.
Safety has been and always will be at the forefront of what
we do—in our work for our utility partners and in training the
industry’s newest leaders. Our commitment to safety helps
us achieve our goals and ensures that our employees and
customers have a positive experience with us.
To support this commitment, we established a mark that
ties in with our organizational identity and four strategic
pillars. This mark integrates into all aspects of our business
and our brands to remind us of the value and importance of
safety and to demonstrate our commitment.
About this mark:
• Reinforces our
commitment to safety.
• Should be used in body
copy next to any mentions
of safety in marketing
communications materials.
ACRT SERVICES BRAND FIELD GUIDE
• Versatile; can be used across all brands.
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How We Tell Our Story:
Key Messages
ACRT
Your business is providing safe, reliable power
to your customers. Our business is making
sure you keep that commitment.
ACRT Key Messages:
• We think ahead, we plan what’s needed, and we customize our approach. No grid has the same needs.
ACRT gives each of its customers the specialized attention they need for safe, reliable power to the homes
across the country, no matter what it takes.
• ACRT is 100% independent. As an employee-owned organization, we keep your best interests at the
heart of all we do. It’s how we’ve grown, and it’s why we’re in business. It’s our independent promise.
• Our roots in, and passion for, arboriculture mean that our customers rely on ACRT for strategic solutions
to their vegetation challenges. It’s the difference between one-time quick fixes and a comprehensive,
proactive program that boosts dependability—it’s what YOUR customers rely on.
ACRT SERVICES BRAND FIELD GUIDE
ACRT is the largest independent utility management
consulting company in the U.S. and empowers utilities to
proactively manage vegetation across their entire rightsof-way.
We offer end-to-end solutions and advanced
technology that meet your unique challenges. We think
ahead, we plan what’s needed, and we customize our
approach—all with total independence. We act in the way
that works best for your needs, business, and customers.
We make it happen by taking a comprehensive look at your
grid and your vegetation management needs, transforming
what we learn into an actionable plan. We evaluate your
entire system, and we identify areas needing immediate
attention for a specific and individualized approach.
For utilities, it results in major workload reductions, fewer
vegetation-related outages, and enhanced storm resistance.
You receive comfort in knowing you’re doing what’s best for
your customers who depend on the services you provide.
You help sustain our world, and we’re behind you all the way.
• ACRT takes a holistic, collective, and strategic look at your vegetation management plan, transforming
reactive measures into proactive ones, saving organizations time, money, and resources.
• Our people make the difference. With thousands of years of combined industry experience and deeply
rooted relationships with industry associations and boards, the experts at ACRT have the passion and the
expertise to do the job right.
• We’re experienced, but we’re not stuck in the past. ACRT works with its customers to find untapped
solutions through innovation that works for your business.
• Safety is at the heart of everything we do. Utility vegetation management is inherently risky work—
enormous systems transmitting power across great distances, and each of the ancillary services that
make this possible. Nothing is more important than sending people home safe at the end of each day.
• Dick and other industry professionals developed the Z133 Tree Trimming Safety Standards through the
American National Standards Institute (ANSI) to help prevent future incidents—a standard that is still in use
today. His influence on safety set a precedent for our industry that is stronger than ever.
• ACRT exclusively offers Arborcision, a proactive vegetation management tool that empowers utilities
to prioritize workloads, analyze costs, and make more effective decisions to improve reliability through
innovative technology. Using site-specific information about tree types, anticipated growth patterns, and
additional information, the Arborcision platform collects and correlates data to help cooperatives plan
the most efficient and cost-effective methods to maintain rights-of-way.
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ACRT Pacific
ACRT PACIFIC Key Messages
ACRT Pacific was established with a unique
goal: Provide California-based utilities with
dedicated utility vegetation management
services for the state’s diverse landscape
and the unique risks and challenges that
come with it.
ACRT Pacific empowers California utilities to proactively
manage vegetation across their entire rights-of-way, with
state-specific dedication and expertise. We offer end-to-end
solutions that meet your particular needs. We think ahead,
we plan what’s needed, and we customize our approach—all
with total independence.
• California utilities are unique, and ACRT Pacific gives each the specialized attention it needs for safe,
reliable power to customers across the state, no matter what it takes.
• ACRT Pacific is 100% independent. As an employee-owned organization, our people keep your best
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
independent promise.
• Our roots in, and passion for, arboriculture mean that our customers rely on ACRT Pacific for strategic
solutions to their vegetation challenges. It’s the difference between one-time quick fixes and a
comprehensive, proactive program that boosts dependability—it’s what YOUR customers rely on.
• ACRT Pacific takes a holistic, collective, and strategic look at your vegetation management plan,
transforming reactive measures into proactive ones, saving organizations time, money, and resources.
• Our people make the difference. With thousands of years of combined industry experience and deeplyrooted
relationships with industry associations and boards, the experts at ACRT Pacific have the passion
and the expertise to do the job right.
ACRT SERVICES BRAND FIELD GUIDE
We make it happen by taking a comprehensive look at your
grid and your vegetation management needs, transforming
what we learn into an actionable plan. We evaluate your
entire system, and we identify areas needing immediate
attention for a specific and individualized approach.
For California utilities, it results in major workload reductions,
fewer vegetation-related outages, and enhanced storm
resistance. You receive comfort in the knowledge you’re
doing what’s best for your customers who depend on the
services you provide. You help sustain our world—and we’re
behind you all the way.
• We’re experienced, but we’re not stuck in the past. ACRT Pacific works with its customers to find untapped
solutions through innovation that works for your business.
• Safety is at the heart of everything we do. Utility vegetation management is inherently risky work—
enormous systems transmitting power across great distances, and each of the ancillary services that make
this possible. Nothing is more important than sending people home safe at the end of each day.
• Your business is providing safe, reliable power to your customers. Our business is making sure you keep
that commitment. At ACRT Pacific, we specialize in everything California.
• At ACRT Pacific, we’re part of a growing team dedicated to your needs. We’ve grown from a company
rooted deeply in a strong commitment to customers. That has created a culture where we train our team
to support you.
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Bermex
BERMEX Key Messages:
Accuracy matters to you, and your customers.
Rely on Bermex for precision, timeliness, and
assurance that your customers can depend
on. Bermex was founded with a handshake,
and that symbol of trust has carried our
business for more than 40 years.
• Accuracy matters to you and your customers. Rely on Bermex for precision, timeliness, and assurance that
your customers can depend on.
• Bermex was founded with a handshake, and that symbol of trust has carried our business for more than
40 years. Bermex provides water, gas, and electric utilities with the essential services needed to bolster
overall customer satisfaction. It’s what we’ve done for more than 40 years. Rely on Bermex for accuracy,
dependability, and integrity. We hold ourselves to world-class standards of integrity because for our business
to work we need your trust.
ACRT SERVICES BRAND FIELD GUIDE
Bermex empowers utilities throughout the gas, water, and
electric industries to focus on the hard work that is providing
service. It’s the core of everything you do. With our expertise
in workforce mobilization and field service, we’ll take care of
your metering needs.
There are details to account for when doing right by
your customers. Bermex takes care of them all. Through
our expertise in mobile workforce deployment and
management, Bermex helps your organization save time,
resources, and money. An unidentified problem can cost
you significantly. Bermex has your back. You help sustain
our world, and we’re behind you all the way.
• The utility business can be unpredictable. That’s why Bermex is as flexible as you need us to be. No matter
the job, we stay nimble so that we can solve your problems with a customized approach.
• We don’t shy away from a project. Our excellence in mobile workforce management means we’re agile, fast,
and capable. No matter the size of your project, or how quickly you need it ramped up, Bermex delivers
where others can’t.
• Our company was built on relationships, and that has never changed. There’s a reason Bermex maintains
contracts that extend back longer than some of our competitors have been in business.
• Our people make the difference. Through our deeply rooted relationships with the utility industry, we
maintain the passion and the expertise to do the job right.
• Bermex pioneered contract metering reading services for utilites. In 1983, Bermex was the first company to
partner with a major utility. Since then, we have grown to serve many utilities as well as their customers.
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Sub-brand:
ACRT Arborist Training
ACRT offers qualified arborist training
opportunities to help our customers reach
their fullest potential in the areas where
it’s needed, including our Line Clearance
Arborist Certification.
Training is at the heart of our organization—it’s the
“T” in ACRT. Our founders envisioned training as a
cornerstone, and it remains so today.
We’re the experts—and we’re proud to extend that
expertise through ongoing education to those in the
utility and arboriculture industries who seek it.
ACRT ARBORIST TRAINING Key Messages:
• A job well done starts with the knowledge of how
to do it properly, safely, and effectively. That’s the
value of ACRT Arborist Training—our experts offering
everything they know to your crews, so they can
continue serving the essential functions of your
business and operations.
• It’s in our name—the “T” in ACRT stands for “Training.”
It’s a founding principle of our organization and part
of how we’ve helped our customers stay successful.
• A lot depends on the proper training of your crews,
from the performance of your infrastructure to the
costs of your vegetation management program.
• We ensure that your crews know the relevant
OSHA standards, techniques to learn their jobs, and
in-depth training on the latest relevant standards.
OUR BRANDS
Each element of our organization brings its own story and experience.
Together, we are all united into one blended house of brands that grows
and improves from our history of safety, independence, and expertise.
ACRT SERVICES BRAND FIELD GUIDE
Staying on top of the latest codes and standards
for safety and operations is a job in and of itself. Let
ACRT take care of that while you’re busy serving the
communities across your territory.
Our immersive, hands-on training adds value to the
service you provide, engages your people in their work,
and most importantly, helps make sure that everyone
goes home safe at the end of every day. Your job is to
help sustain everyday life for your communities; ours is
to help you do it right.
• ACRT Arborist Training can help you make sure your
answer to each of these questions is a confident “Yes.”
• The right training isn’t just nice to have. It’s a
necessity, for your employees to do their jobs
properly and efficiently.
• Safety is at the heart of ACRT Arborist Training. Our
dedication to safety stretches back to the creation of
the Z133 safety standard; ACRT founder Dick Abbott
was vice chair of the original Z committee. Our
training experts are involved at every level of our
industry to ensure practical expertise.
• Build your own class, and choose your training
location—at our Akron headquarters or your office.
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• We exclusively offer the Line Clearance Arborist
Certification—the only program of its kind in the U.S.
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ACRT Services Logo Variations
The colors used in the ACRT Services logo treatments contribute to a distinguishable
element of the brand identity. It is important to be consistent in the use of color. Two
configurations—horizontal and vertical—are available depending on the application.
Horizontal MARKS
ICON MARKS
ACRT Services Logo Usage
Our logo is the touchstone of our brand and one of ACRT Services’ most valuable
assets. It is important for stakeholders to ensure proper usage.
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –
regardless of the logo application.
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
Vertical MARKS
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
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25

ACRT Logo Variations
The colors used in the ACRT logo treatments contribute to a distinguishable
element of the brand identity. It is important to be consistent in the use of color. Two
configurations—horizontal and vertical—are available depending on the application.
Horizontal MARKS
ICON MARKS
ACRT Logo Usage
Our logo is the touchstone of our brand and one of ACRT’s most valuable assets. It is
important for stakeholders to ensure proper usage.
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –
regardless of the logo application.
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
Vertical MARKS
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
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ACRT Arborist Training Logo Variations
The colors used in the ACRT Arborist Training logo treatments are a distinguishable
element of the brand identity. It is important to be consistent in the use of color. Two
configurations—horizontal and vertical—are available depending on the application.
Horizontal MARKS
ICON MARKS
ACRT Arborist Training Logo Usage
Our logo is the touchstone of our brand and one of ACRT Arborist Training’s most
valuable assets. It is important for stakeholders to ensure proper usage.
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –
regardless of the logo application.
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
Vertical MARKS
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
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ACRT Pacific Logo Variations
The colors used in the ACRT Pacific logo treatments contribute to a distinguishable
element of the brand identity. It is important to be consistent in the use of color. Two
configurations—horizontal and vertical—are available depending on the application.
Horizontal MARKS
ICON MARKS
ACRT Pacific Logo Usage
Our logo is the touchstone of our brand and one of ACRT Pacific’s most valuable
assets. It is important for stakeholders to ensure proper usage.
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –
regardless of the logo application.
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
Vertical MARKS
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
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Bermex Logo Variations
The colors used in the Bermex logo treatments contribute to a distinguishable
element of the brand identity. It is important to be consistent in the use of color. Two
configurations—horizontal and vertical—are available depending on the application.
Horizontal MARKS
ICON MARKS
Bermex Logo Usage
Our logo is the touchstone of our brand and one of Bermex’s’ most valuable assets. It is
important for stakeholders to ensure proper usage.
Leaving clear space around the logo is extremely important to maximize its visual effectiveness. Please observe
the minimum clear space around the logo guidelines. Nothing should ever intrude into the specified clear space –
regardless of the logo application.
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
Vertical MARKS
X/2
X
X/2
X
X/2
X
ACRT SERVICES BRAND FIELD GUIDE
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ADDITIONAL BRAND MARKS
Additional marks offer a clear and visual way to make promises to our customers and
remind them of things that we as an organization are passionate about.
These additional marks can be used on trucks, promotions, and marketing materials as a reminder and promise to
our customers. These marks should always be accompanied with text that explains their meaning and the benefit it
provides to the customer.
Incorrect Logo Usage
Below is a list of things you should NEVER do to any of our logos.
X X X
INDEPENDENT PROMISE
SAFE PROGRAM
NEVER change the logo’s
orientation.
NEVER change the logo color,
saturation, tone, or opacity.
NEVER place the knockout logo on
an unapproved background color.
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34
The Independent Promise mark may be used with any of our
companies to reinforce our independence. Use it on proposals,
ads, collateral, and utility communications. They should be
complemented with a corresponding independence statement
(see page 16). Use the appropriate color option based on the
application and how it will be printed, produced, or shared.
The SAFE program mark is a critical part of
our field operations. It reminds us to always
use our safety principles and demonstrates
our safety commitment to all. Use the
appropriate color based on the application.
X X X
NEVER place the logo on busy
photography or illustrations.
NEVER add extraneous effects
to the logo. This includes but is
not limited to: bevel and emboss,
lighting effects, and drop shadows.
NEVER scale the logo
disproportionately.
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Brand Colors
Continuity of our brand is achieved by using a specific palette prescribed here.
Use these colors for color fields and typography. Do not use percentages of any of the primary colors listed below.
Body copy in both print and online applications should appear in black or gray only.
Typography
Continuity of our brand is also achieved by consistent use of typography.
Raleway is the recommended sans serif typeface and is to be used for the tagline, headlines, body copy, and
secondary signature systems. It is recommended that the light weight be used for all body text.
PRIMARY COLORS
SECONDARY COLORS
100%
80%
60%
Although the use of Raleway is strongly recommended for all applications, exceptions may be made where
availability is limited or where technical concerns make its use less efficient. In these instances, Helvetica or Arial
may be used. Note: these guidelines may be broken for specialized applications where readability of the fonts listed
below becomes problematic. If you have questions, please contact the marketing department for guidance.
RALEWAY
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36
ACRT SERVICES
BLUE
• PMS 655U
OR
PMS 655C
• C 100%
M 68%
Y 0%
K 52%
• R 0%
G 47%
B 101%
• HEX: #002f65
• Oracal Vinyl
537 Deep Blue
• Embroidery
thread color
1242
ACRT
BLUE
• PMS 300U
OR
PMS 2945C
• C 100%
M 44%
Y 0%
K 0%
• R 0%
G 121%
B 193%
• HEX: #0079c1
• Oracal Vinyl 051
Gentian Blue
• Embroidery
thread color
1177
ACRT ARBORIST
TRAINING TEAL
• PMS 3155U
OR
PMS 3165C
• C 100%
M 0%
Y 24%
K 38%
• R 0%
G 120%
B 138%
• HEX: #00788a
• Oracal Vinyl
608 petrol
• Embroidery
thread color
1293
ACRT PACIFIC
CYAN
• PMS 2202U
OR
PMS 3538C
• C 90%
M 0%
Y 3%
K 0%
• R 0%
G 170%
B 227%
• HEX: #00AAE3
• Avery 600
HIGH GLOSS
CALENDERED
OPAQUE GLACIER
BLUE
• Embroidery
thread color
1295
BERMEX
MAROON
• PMS 7421U
OR
PMS 7421C
• C 0%
M 100%
Y 30%
K 61%
• R 120%
G 0%
B 50%
• HEX: #780032
• Avery 900
Supercast
Opaque Burgundy
• Embroidery
thread color
1035
BRAND Accent
Safety Green
• PMS 380U
OR
PMS 380C
• C 13%
M 0%
Y 72%
K 0%
• R 228%
G 231%
B 109%
• HEX: #e4e76d
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
Guide for accurate color. PANTONE ® is a registered trademark of Pantone, Inc.
40%
20%
Solid black or a
percentage of
black may be used
to achieve a cool
gray color in black
and white print and
online applications.
Light
Extra Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
AaBbCb123
LIGHT
AaBbCb123
LIGHT ITALIC
AaBbCb123
EXTRA BOLD
AaBbCb123
EXTRA BOLD ITALIC
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec iaculis a est vel suscipit.
Praesent luctus tortor quis augue fringilla
porttitor. Sed at odio.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec iaculis a est vel suscipit.
Praesent luctus tortor quis augue fringilla porttitor.
Sed at odio.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec iaculis a est vel
suscipit. Praesent luctus tortor quis augue
fringilla porttitor. Sed at odio.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Donec iaculis a est vel suscipit.
Praesent luctus tortor quis augue fringilla
porttitor. Sed at odio.
ACRT SERVICES BRAND FIELD GUIDE
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ACRT SERVICES BRAND FIELD GUIDE
38
IN CONCLUSION
This brand field guide is part of our path to growth.
As our organization expands, it is important that we share the story of ACRT Services with our team, our customers,
and the audiences our customers serve. As we do so, we want to be sure that we are consistent in our approach
and make a clear, bold statement about who we are.
Similar to our emphasis on safety, creating consistent practices with our brand will help create ongoing values and
a way for our organization to talk about itself. Whenever we share any messaging about our organization with the
world, we want to be sure to review this guide as a resource to define our messaging and put our best foot forward.
This brand field guide is a living, breathing document. Moving forward, more custom elements will be added to
provide us clear direction on all branding priorities. As we continue to grow, our new brands will help us breathe
new life into these existing elements to unify all of our organizations together.
USE the MARKETING & communications department
Remember, you are not alone in our branding effort. The marketing and communications
department is available to assist you with any questions or needs. This includes everything
from strategic assistance with project proposals and advertising campaigns to tactical
needs such as presentations and stationery. Familiarize yourself with the marketing and
communications team and their services.
For questions about
this guide or how to
use elements within it,
please contact:
RENEE Bissett
Manager, Marketing & Communications
rbissett@acrtinc.com
P 800.622.2562 Ext. 312
ALT 330.945.7500 Ext. 312
F 330.945.7200
C 330.472.8371
Kevin Gamble
Marketing and Communications Specialist
kgamble@acrtinc.com
P 800.622.2562 Ext. 206
ALT 330.945.7500 Ext. 206
F 330.945.7200
C 503.997.0567
Susan Madura
Marketing and Communications Specialist
smadura@acrtinc.com
P 800.622.2562 Ext. 289
ALT 330.945.7500 Ext. 289
F 330.945.7200
C 419.566.8185
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