Brand Standards For Dealers - Cummins Inc.

Brand Standards for DealersEngines, Parts and Power Generation Products

Table of ContentsIntroduction .Brand Basics . 3. 7Your Dealership and the Cummins Brand .21Representing Multiple Brands .34.Contact Information . 41Brand Standards for Dealers2

IntroductionAssure Consistency . 4The Cummins Brand Strategy . 5The Cummins Distribution Network . . . . . . 6Brand Standards for Dealers3

Assure ConsistencyThe consistent representation of our brand is veryimportant to assure that our customers will recognizeCummins’ presence and quality wherever they go toreceive authorized support or buy Cummins products.The intent of this document is to provide Cummins brand standardsfor Cummins Dealers. Use this guide as a reference whenever you aredeveloping communications for Cummins products or services, either hardcopy or online, external or internal. By following these standards you willhelp to ensure the logo, typography, color palette and all visual elementsused are consistent and representative of the Cummins brand.Despite covering many aspects of the Cummins visual brand, there may becases when you have a question not answered within this guide. For thosesituations do not hesitate to contact the marketing and communicationrepresentative in your region or a brand expert by sending a message toinfo@brandingHQ.com, and we will be more than happy to support you.A Dealer will also hold stock of Cummins promotional material, brochures anddata sheets of Cummins products. Your primary contact from Cummins willcommunicate to you when and where those materials can be ordered.While the Cummins’ brand isrepresented by far more thanjust the logo, it is important tonote the logo was designedby the legendary 20th centurydesigner, Paul Rand.Rand famously said, “It is onlyby association with a product,a service, a business, ora corporation that a logotakes on any real meaning.It derives its meaning andusefulness from the quality ofthat which it symbolizes.”Introduction4

The Cummins Brand StrategyThe Significance of Brand inthe Global MarketplaceIn a marketplace with multiple languages, culturesand continents, a strong brand is more important thanever. It must enable customers not only to identifya brand in any language, but also to immediatelygrasp what sets a brand apart from its competitors.A strong brand attracts business opportunity in anylanguage. Cummins’ bold “red and black” brandingnot only identifies the brand, it communicates powerand strength in the universal language of color.Brand PromiseThe brand promise creates an expectation that mustbe fulfilled. A kept brand promise creates trust.Ongoing trust in a brand is often referred to as brandequity. What is the promise made by the Cumminsbrand? Customers buy Cummins products becausethey need dependable power. They know thatwe worry about the details so they can take careof their business. Customer research has shownthat being dependable is important. Therefore,it makes good business sense for the Cumminsbrand to promise “dependability.” For our customersthe message is simple, direct and relevant:“I am Cummins.You can depend on me.”Introduction5

Brand BasicsLogo Standards . . . . . . . . . . . . 8Registered Trademark . . . . . . . . . . 9Control Field . . . . . . . . . . . . .10Logo Lockups . . . . . . . . . . . . . 11Trademark Integrity . . . . . . . . . . . . 14Color Standards . . . . . . . . 16Use of Metal and Other Substrates . . . . . . . .18Typography . . . . . . . . . . . . . 19Logotype . . . . . . . . . . . . . . 20Brand Standards for Dealers7

Logo StandardsThe Cummins logo is the primary symbol usedworldwide to represent our company, our productsand our people. It is a valuable asset that must beprotected. Our brand position is “dependability,”so it is very important to demonstrate consistencyand quality in the way we use and display theCummins logo on all external and internal materials.Cummins Brand Basics8

Registered TrademarkThe Cummins logo is a registered trademark andmust include the registration symbol wheneverpossible to prohibit use of the logo by unauthorizedparties. In the standard version, the size of theregistration mark is 1/2 the height of the lower-caseletters in the word “Cummins.” A second versionof the logo/registration mark relationship has beencreated for small applications and challengingreproduction methods such as embroidery.In the small version, the Cummins logo is not changed,but the registration mark is twice as large as thestandard version. The size of the registration markequals the height of the lower-case letters. Theregistration mark may only be removed when itis too small to be reproduced. When using thesmall version for printed materials, a maximumsize of 1" or 25 mm is allowed. For high-qualityoffset and digital printing such as brochures,the smaller version should never be used.XYMaximum heightof 1" or 25 mm./2 X1STANDARD VERSIONYSMALL VERSIONUse ONLY for challengingreproduction methods.Cummins Brand Basics9

Control FieldA minimum clear space must be maintainedaround the Cummins logo and the business unitlockup. Type and other graphic elements thatare not part of the background cannot enter thecontrol field. The control field is the distance equalto 1/2 of the space between the two legs of thelogo around all sides of the logo and lockup.The control field is the distance equal to 1/2 of the spacebetween the two legs of the logo around all sides of thelogo and lockup.While the control field must always be maintained inall applications of the Cummins logo, the control fieldis especially important for applications that requirepromotional copy to be grouped closely with theCummins logo within limited spaces. Items such aswall decor, banners, trade show bags, wearables,promotional items, print advertising and web bannersare examples of collateral where the Cummins logomight be placed in close proximity with copy or otherdesign elements.The control field in use on a trade show bag.Cummins Brand Basics10

Logo LockupsProximity Level 1Proximity level 1 is a space equal to the distanceof one leg of the Cummins logo. The closestallowable distance for type to be stacked to theright of the logo is the distance reserved for officialCummins business units and distributor lockups.Type stacked directly to the right of the Cumminslogo in close proximity is not permitted, withexceptions only for facility signage where spacelimitations and readability are factors and forapplications such as data plates or enginebadges that must fit into a very small space.Proximity level 1 equalsthe distance of one legof the Cummins logoProximity level 1 isreserved exclusivelyfor Cummins businessunits and distributorsCummins Brand Basics11

Logo Lockups (cont.)Proximity Level 2Proximity level 2 is a space equal to the full heightof the Cummins logo. This proximity is used forentities that are not an official Cummins businessunit or distributor such as corporate departments.Proximity level 2 type stacked to the right of theCummins logo should align with the top of the logo.Proximity level 2 equalsthe full height of theCummins logoProximity level 2 typeshould align with thetop of the logoCummins Brand Basics12

Logo Lockups (cont.)Proximity Level 3When pairing text such as corporate departments,digital resources, or external entities such asdealership names/logos, positioning items tothe left of the Cummins logo is preferable. Thepreferred minimum distance should be threewidths of the Cummins logo. This distanceis defined as Proximity Level 3 and appliesto internal names in order to avoid theappearance of a lockup similar tobusiness units and distributors.The item may be placed to the right of the Cumminslogo only when required to fit existing formatsstructured to display the Cummins logo on theleft. The two may only appear closer to eachother if extremely small size restrictions require it,such as small advertising or signage space.More information on displaying the Cumminslogo in conjunction with a dealer nameor logo can be found on page 22.HumanResourcesOneSourceHuman Capital Management SystemDEALER NAMEOR LOGOProximity level 3 refers to thepreferred minimum distanceof 3x the logo width.Cummins Brand Basics13

Trademark IntegrityDO NOT condense, stretch, reshape, addto or alter the logo or lockup in any way.NO!Do not use the logo or lockup in an outlineform or fill with a pattern or color.NO!Do not fill the type in the logo with a colordifferent from the background.NO!Cummins Brand Basics14

Trademark Integrity (cont.)DO NOT use the logo or lockup in asentence or as the letter “C” in a word.See yourdistributor, today.NO!Do not allow other graphic shapes totouch or overlap the logo or lockup.PartsNO!NO!Never add a box or other shape around the logo.The logo itself does not include abackground and must not appear to.NO!NO!NO!Cummins Brand Basics15

Color StandardsThe Cummins color palette consists of Cummins Red(Pantone 485), black and white. In order to build astrong association with the color palette, we mustuse the color boldly, consistently and frequently.The Cummins logo may be printed in blackor white but cannot be printed red. Use blackwhen the logo appears on a light background.Conversely, use white when the logo appearson a dark background. The logo cannot bereproduced in blue as it has been in the past.Cummins color paletteCummins RedWhiteBlackPantone 485CMYK 0 100 91 0RGB 238 46 36Hex #EE2E24CMYK 0 0 0 0RGB 255 255 255Hex #FFFFFFCMYK 0 0 0 100RGB 0 0 0Hex #000000YES!NO!Cummins Brand Basics16

Color StandardsCummins Red (Pantone 485) is the primary colorfor backgrounds and for business units anddistributor names used with the Cummins logo.White on red provides better contrast between thelogo and background than black on red. This is thepreferred color combination for most applications.White on black provides maximum contrastbetween the logo and background. Thisis a secondary color combination.White is the base for most printed materials. Assuch, the black logo on white background is alsoacceptable. This is a practical color combination.If printing in color, the business unit or distributorname should appear in Cummins Red.Cummins Brand Basics17

Use of Metal and Other SubstratesMetal has an inherent beauty that suggests strengthand dependability and may be used to renderthe Cummins logo without the use of additionalcolor. Metallic applications include cab plates,grille badges, product badges and decals, beltbuckles, lapel pins and commemorative coins.When using metallic finishes, silver is preferredover gold, brass, copper or bronze. Plasticmade to look like metal and other reproductionmethods that appear metallic is also acceptable.Acceptable methods for rendering the logoare etching on glass or stone, embossing ordebossing leather, and etching or carving the logointo stone or wood. Creating the logo in flowers,ice, chocolate or other food is not prohibited.Cummins Brand Basics18

TypographyHelvetica is the approved type family for useon all Cummins materials. The Helvetica Neuefamily is shown below in seven weights.Helvetica Neue 95 BlackHelvetica Neue 85 HeavyHelvetica Neue 75 BoldHelvetica Neue 65 MediumHelvetica Neue 55 RomanHelvetica Neue 45 LightHelvetica Neue 35 ThinOther Helvetica versions such as condensed,compressed, extended, inserat and italic areavailable and approved for use as needed.Cummins Brand Basics19

LogotypeThe Cummins logotype, which consists only oftype, is rarely used and may only be used inextreme cases where the Cummins logo cannot bereproduced legibly. In particular, applications wherethe size is smaller than 1/4 inch or 6 1/2 millimetersin height. Other acceptable uses of the logotypeare on short, wide signs where the Cumminslogo will not be readable from a distance andsmall narrow items such as pencils where properreproduction of the Cummins logo is not possible.NO!NO!The Cummins logotype and logoshould never be used together.Cummins Brand Basics20