Brand Identity Guidelines
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Spark Plugs
A COMPLETELY NEW KIND OF SPARK PLUG
Content
The Elements
Applications
1. Overview 1.1 The E3 Brand Promise 1.2 E3 Culture 1.3 E3 Language
6. Working Papers 6.1 Letterhead 6.2 Envelope 6.3 Business Card
2. Logo 2.1 The E3 Logo 2.2 Logo Placement 2.3 Logo Placement 2.4 Using E3 in Text 2.5 Logo Modifiers 2.6 Don’t!
7. Product I.D. 7.1 Product Design 7.2 Product Identification 7.3 Product Color
3. Fonts 3.1 The E3 Font 3.2 Typography Uses 4. Color 4.1 E3 Color 4.1 The E3 Color Palette 4.2 Market Segmentation 5. Images 5.1 E3 Visual Style/Automotive 5.2 E3 Visual Style/Marine 5.3 E3 Visual Style/Motorcycle 5.4 E3 Visual Style/Lawn & Garden
8. Packaging 8.0 Product Packaging 8.1 Small Engine 8.2 Automotive 8.3 Premium Automotive 8.4 Marine 8.5 Motorcycle/ATV 8.6 Power Equipment 9. Merchandising 9.1 Retail Displays 9.2 Signs & Charts 9.3 Hang Tag 9.4 Decals 10. Print Literature 10.1 Product Brochures 10.2 Product Data 11. Advertising
11.1 Consumer – Automotive 11.2 Trade – Lawn & Garden
12. Promotions 12.1 Apparel 12.2 Motorsports
1.1 Our Promise
E3 represents a commitment to improved performance and a cleaner environment with better fuel economy and reduced emissions for all internal combustion engines.
MORE POWER. LESS POISON. A relevant, credible and compelling promise is the heart of the E3 brand.
1.2 Our Culture
The scientist, engineers and executives at E3 are committed to the continued development of powerful, efficient and clean combustion technology.
EDGE-TO-EDGE DISCHARGE MICRO-COMBUSTION STUDIES PROPRIETARY TEST PROCESSES OPTIMIZED ELECTRODE DESIGN SPARK GENERATION EDGE DESIGN MULTIPLE EDGE POINTS OPTIMIZED SPARK ZONE MICRO AERODYNAMICS PATENT NUMBER 6,495,948
The people at E3 are passionate, precise, optimistic, highly intelligent, intense and brutally honest.
1.3 Our Voice
The tone and voice used in E3 communications should be precise, hard-hitting, believable, and free of hype.
BACK IN THE 50’S AND 60’S THEIR PARENTS TUNED THERE CHEVYS AND FORDS WITH SCREWDRIVERS AND CRESCENT WRENCHES. TODAY’S HOT CARS ARE TUNED WITH LAPTOPS AND ALGORITHMS.
THE CATALYST IS ADRENALINE.
HIGHLY COMPRESSED GASOLINE AND OXYGEN IGNITED BY A SPARK. EXPLOSIONS 600 TIMES A SECOND. 300 HORSEPOWER. WHEN YOU MIX THESE INGREDIENTS TOGETHER, THE COMBINATION IS DEADLY. FAST LIVING, WITH THE ADVENT OF COMPUTER TECHNOLOGY, THE AVAILABILITY OF HIGH PERFORMANCE COMPONENTS AND THE SEEMINGLY GREATER ACCESS TO KNOWLEDGE, RACERS CAN TRANSFORM EVEN THE MOST MUNDANE COMMUTER CARS INTO SUPER CARS PRODUCING PRODIGIOUS AMOUNTS OF POWER THAT BORDERS ON THE OBSCENE.
Language used in E3 communications should be precise, hard hitting, believable and free of hype.
2.1 The E3 Logo
The E3 logo represents the entire company: its people, its products and its principles. The logo is used as a sign-off to establish a consistent corporate presence on E3 products and communications. 1. Whenever the E3 logo is used as a corporate sign-off, the trademark symbol ™ must appear with it. 2. When applied as a corporate sign-off, the E3 logo appears in black or white. When the logo is black, it is used on a white background or lighter color from the E3 color palette. White reverses out of all other colors from the E3 Palette. 3. Images can be uses as backgrounds when their tones provide a strong contrast to the logo. 4. When applied to products, the E3 logo color must provide strong contrast and legibility.
The E3 mark is short-hand for Energy, Efficiency and Ecology. The bold italic “E� is used to convey strength, power and movement. The circle-3 represents the motion of wheels, engines and Earth.
2.3 Logo Placement
1 The E3 logo, when used as a corporate sign-off, should always be surrounded by clear space. The clear space may be white, the natural color of the background, or a color from the E3 palette. The sign-off logo should never be cropped.
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In most media, the upper right corner is the first choice for logo placement. Consistent placement of the logo across all media strengthens the E3 identity. Diverse communications that all have the logo in the same position instantly appear as matching components even if they were produced by different groups at different times.
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7.2 Product Branding
Products should always incorporate green rings into the shell design.
The E3 logo should be applied for maximum size and color contrast When possible, the E3 logo should be applied in 2-color: PantoneÂŽ369 C (green) and Black.
To protect the intellectual property of E3 Spark Plugs, patent numbers must be clearly marked on products and packaging.
E3.10 Products are identified using the alpha numeric convention above. Product part numbers are printed opposite the E3 logo on the spark plug insulator.
2.4 Using E3 in Text
To represent E3 Spark Plugs in text, the name E3 should always appear as a capital letter with the same size number 3. The number should never be smaller or larger than the letter E.
The E3 logo should only be used as a corporate sign-off or graphic element. To represent the company in text, the name “E3 Spark Plugs” should appear with initial capitals. The number “3” character should always match the point size of the letter “E”, not superscript or subscript. The complete phrase, “E3 Spark Plugs” should be used as the company name. Throughout the body text of brochures, and even in this sentence, E3 Spark Plugs appears as a proper name, not as a logo. This
holds true for headlines, titles, and other places where the company name is written. The short-hand, “E3” may be used in text after the complete company name, “E3 Spark Plugs” has been established.
E3 Spark Plugs
2.5 Logo Modifiers
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Spark Plugs The E3 logo should be used with the modifier, “Spark Plugs� in most applications.
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Spark Plugs 1
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Spark Plugs Spark Plugs
Spark Plugs Spark Plugs
Spark Plugs Spark Plugs
3.1 Typography
5-4-3-2-1 IGNITION Headlines: ITC Franklin Gothic Demi Secondary text: ITC Franklin Gothic Book
The font was chosen to compliment the E3 logo while communicating with a clear, strong voice. Although the font, ITC Franklin Gothic is available in several weights, the font should be used in Demi and Book in all E3 print applications.
3.2 Typography
ITC Franklin Gothic Book
ITC Franklin Gothic Book Italic
ITC Franklin Gothic Demi
ITC Franklin Gothic Demi Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&%$#@*() abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&%$#@*() abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&%$#@*() abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&%$#@*()
4.1 Color
Full-spectrum colors drawn from the world of motorsports express the power, the passion and the excitement of the E3 brand.
4.2 Color Palette
When using the E3 palette, be aware of the role of color in creating and capturing emotions. Full-spectrum colors express high energy and excitement.
Green, black and white are the primary corporate colors of E3 Spark Plugs. PANTONE 369 C
BLACK
PAPER WHITE
PANTONE 116 C
PANTONE 485 C
PANTONE REFLEX BLUE C
Colors in the secondary palette should always be used at full intensity.
PANTONE 431 C
PANTONE 877 C METALLIC
4.3 Color Palette / Market Segments
Premium
Standard
Performance
Colors may be used to differentiate between various E3 products, grades attributes and markets. Applications where color plays an important role include the spark plug ceramic insulator, product packaging, point-of-purchase displays and trade show exhibits. Colors should only be selected from the approved E3 color palette. Logo colors should always be chosen for the best contrast and readability in each application.
Lawn & Garden Commercial
White / PMS 369c
PMS 369c / Black
Black / PMS 369c
PMS 116c / Black
Automotive
White / PMS 369c
PMS 369c / Black
PMS 877 / Black
PMS 485c / Black
Marine
White / PMS 369c
PMS 369c / Black
PMS 877 / Reflex Blue
Reflex Blue / PMS 877
Motorcycle/ATV
White / PMS 369c
PMS 369c / Black
Black / PMS 369c
PMS 485c / Black
6.1 Working Papers
E3 Spark Plugs/Pyrotek LLC 1050 Ponte Vedra Blvd. Ponte Vedra, FL 32082 904.280.5382 phone 904.280.5795 fax
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John Q. Motorman President Pep Boys 1200 W Washington Blvd Los Angeles, CA 90007
Spark Plugs
September 12, 2004
E3 Spark Plugs/Pyrotek LLC 1050 Ponte Vedra Blvd. Ponte Vedra, FL 32082
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Spark Plugs
John Q. Motorman President Pep Boys 1200 W Washington Blvd Los Angeles, CA 90007
Dear Mr Motorman, Thank you for your enquiry of 12 September asking for the latest edition of our catalogue. We are pleased to enclose our latest brochure. We would also like to inform you that it is possible to make purchases online at http:\\www.e3sparkplugs.com. We look forward to welcoming you as our customer. Best regards,
www.E3sparkplugs.com
(Signature) Steve Joiner Marketing Director E3 Spark Plugs
www.E3sparkplugs.com
6.3 Working Papers
S. Todd Arey CEO
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E3 Spark Plugs/Pyrotek LLC 1050 Ponte Vedra Blvd. Ponte Vedra, FL 32082 904.280.5382 phone 904.280.5795 fax toddarey1@aol.com www.E3sparkplugs.com
FRONT
Spark Plugs
Energy. Efficiency, Ecology.
BACK
8.0 Product Packaging
The repetition of graphic angles is used to create a billboard effect when packages are displayed on store shelves.
Spark Spark E3 Plugs E3 Plugs
E3.12
Spark Plugs ™
Spark Plugs
E3.16
Spark Spark E3 Plugs E3 Plugs
E3.12
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E3.16
Spark Spark E3 Plugs E3 Plugs
E3.12
Spark Plugs
E3.16
Spark Spark E3 Plugs E3 Plugs
E3.12
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E3.16
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Spark Plugs
9.3 Retail Displays/Hang Tags
THIS MACHINE POWERED BY
THIS MACHINE POWERED BY ™
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Spark Plugs
THIS MACHINE POWERED BY
Spark Plugs
Spark Plugs
QUICKER STARTS. MORE POWER. NO-FOUL DESIGN LIFETIME GUARANTEE.
11.2 Advertising
12.2 Motorsports/Vehicle Graphics
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A COMPLETELY NEW KIND OF SPARK PLUG
Spark Plugs