BRAND GUIDELINES
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Tools of exceptionally high quality From raw materials to finished products, consistently high quality is a key element in every step of our manufacturing process. Because of this commitment, Armstrong tools work better and last longer, reducing longterm tool costs.
Manufactured for remarkable durability Armstrong tools are made to last. Working with stringent design and testing protocols, Armstrong engineers develop well-designed products using the highest quality, longest lasting materials. The result is a line of exceptionally durable tools that deliver industrial users years of dependable service.
A selection to meet industrial demands With a line consisting of well over 4,000 individual products, Armstrong is uniquely positioned to provide the most effective industrial hand tool solution for almost any application. Armstrong has a wide selection of hand, power, and impact sockets, wrenches, torque tools, pliers, clamps, hammers, punches, chisels, pry bars, tool storage, and much more.
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Providing industrial hand tool solutions to diverse markets in the United States and around the world Armstrong serves five primary markets: Industrial, Aerospace, Energy, Utilities, and Military. In addition, we provide tool solutions for important markets such as construction, state and local government, transportation, and many others. But no matter which market we are serving, Armstrong consistently provides high quality, made in the USA industrial hand tools, with special attention paid to the particular needs of each individual customer. Armstrong provides additional benefits, such as our Tool Application Audits where we do an in-depth study of user hand tool needs and practices then make recommendations that can reduce long-term hand tool costs. Armstrong also offers an extensive customizable hand tool safety program to end users, again tailoring it to the unique needs of every customer.
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A history of innovation and quality Founded by four industrious Chicago brothers in 1890, the Armstrong story is similar to other successful businesses started in that era. It was a time of intense competition in the hand tool industry, and only innovative companies that provided users with real value in the form of truly useful and long-lasting tools would endure. Armstrong Industrial Tools not only survived, but, 125 years later, is still providing its customers with high quality products that perform as expected, year after year. To accomplish this, we’ve listened to our customers. Just as in 1890, user needs are constantly changing and Armstrong continues to adapt to provide industrial hand tool solutions that offer the best value over time.
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Tools worthy of the industrial heroes who use them Every day, countless individuals work in adverse and potentially dangerous environments to provide things most of us take for granted. Whether doing maintenance atop towering wind turbines that provide our energy or digging thousands of feet underground to retrieve rare minerals essential for our high-tech devices, they are the industrial heroes we depend on to get the job done. These are the people who use Armstrong tools, and that’s the reason every Armstrong tool is made with the extra care that comes from knowing that a life may depend on that tool performing as expected. Armstrong makes more than high quality industrial hand tools. We make tools for industrial heroes.
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Armstrong Brand Identity Prism The outward expression of the brand including its name, trademark, communications and visual appearence. The brand identity is its fundamental means of consumer recognition and symbolizes the brand’s differentiation from competitors.
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Two Brand Dimensions Picture of Sender vs. Picture of Reciever Sender: The brand as a person Reciever: The stereotypical user Externalization vs. Internalization Externalization: Social aspects that define an external expression Internalization: Aspects that are incorporated into the brand itself
Six Brand Identity Aspects Physique | Tangible combination of characteristics Relationship | The relationship between people that the brand symbolizes Reflection | Reflection of user; most typical user Personality | Attributed human characteristcs Culture | The values and principles for it’s behavior Self Image | Perceiving one’s self (achieving self-perfection)
PHYSIQUE
PERSONALITY
· Arm and Hammer · Diamond · Blue | Pantone 285 C · Typeface | Eurostile LT
· Strong and Durable · Quality · Reliable · Safe
RELATIONSHIP · The Responsible Brother/Father · Worker Proud of His Work/Creation
REFLECTION · Heroes - At Home and Away · Staunch Bravery · Unshakeable Dependability · Immense Trustworthiness
CULTURE · Trust · American · Innovation
SELF IMAGE · Dependable · Responsible · Hard-Working
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The Armstrong brand is defined by a commitment on the part of every Armstrong employee to deliver a product experience that exceeds customer expectations in every way. It is a promise to consistently uphold the Armstrong Brand Attributes of Quality, Reliability, Safety and Strength.
Brand Essence
Brand Personality
Target Users
Armstrong is
Armstrong is Strong & Responsible
MRO Oil and Gas Aviation Military
Quality Reliability Safety Strength In summary, Armstrong is Dependable 10
Committed to the professional Brand Relationship Treatment For the Industrial Channel, Armstrong® Industrial Hand Tools is both our lead brand and our identity. All other brands are simply part of the Armstrong Industrial Hand Tools offering. In addition to the Armstrong® brand, there are four Armstrong Industrial Hand Tools “prestige” brands: Campbell®, Crescent®, GearWrench® and JOBOX®. These four brands may be promoted with Armstrong, but must take a secondary, lesser position. Other brands, such as Allen®, HK Porter® and Jacobs Chuck® are considered product designators only. For example, Allen® hex keys are in the Armstrong Industrial Hand Tools family, but Allen® is not featured as a brand on header cards, banners, or other promotional materials – it appears only as a product descriptor or on the product itself. The Apex Tool Group corporate name and logo are not used in any Industrial Channel marketing efforts. All Industrial Channel communication originates only from Armstrong® Industrial Hand Tools.
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GRAPHIC GUIDELINES I BRAND COLORS
Armstrong® Brand Colors
Logo Colors
Armstrong’s corporate colors are: • Blue
PMS 285 C for use on coated stock.
For use in headings.
• Black
100% for use on all stock. 100% Black for use on stationery and business forms.
PANTONE 285 C
PANTONE Process Black C
White
60% Black for use in body copy.
C M Y K
90 48 0 0
C M Y K
0 0 0 100
C M Y K
0 0 0 0
R G B
0 114 206
R G B
0 0 0
R G B
255 255 255
Important Note Ink appears differently depending on whether or not paper is coated (lighter on glossy, coated paper; darker on uncoated paper). Please make sure you are using the appropriate color for the stock being used.
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#0072CE
#000000
#FFFFFF
GRAPHIC GUIDELINES I PRIMARY LOGOS
Primary Color Logo The logo may also appear in solid black when color printing is not feasible.
Alternate Color Logo The logo is blue, white, and black and should be used on a black background.
Black & White Logo The logo may also appear in solid black when color printing is not feasible.
Black & White Logo – Reverse
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GRAPHIC GUIDELINES I SECONDARY LOGOS
Anniversary Logo In 2015, Armstrong celebrates its 125th Anniversary. The Anniversary logo is approved for use on all marketing materials just before, during, and directly after an Anniversary milestone. Anniversary logos can be used as early as 6 months prior to an anniversary year and up to 1 year after the end of the anniversary year.
Diamond Arm Icon Armstong’s secondary logo is approved for use on marketing materials and product. This logo may be used in blue / black color combinations and or black / white color combinations. When used with the Primary Armstrong logo, the colors must match the primary logo. This logo should be used in conjunction with the primary logo. Any use of this logo singularly on product, website, print, or any other medium must be approved by Armstrong marketing.
Diamond Arm Color Icon
Diamond Arm Blue, Black & White Icon
Diamond Arm Black & White Icon
This logo may only be used in conjunction with the Primary color logo on published literature, website, or packaging.
This logo may only be used in conjunction with the Primary color logo on published literature, website, or packaging.
This logo may only be used in conjunction with the Primary color logo on published literature, website, or packaging.
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GRAPHIC GUIDELINES I SIZE & SPACE PARAMETERS
Large Format Size Parameters The large format of the logo should be used in situations where its height exceeds 0 .50 in. When the height needed exceeds 12-in (banner, billboard, buses, etc.), please consult our Marketing Services Department for approval.
greater than 0.50 in
up to 0.50 in
less than 0.25 in
Clear Zone Minimum The space surrounding the logo and any objects is called the “Clear Zone.� This space should be kept clear under all circumstances. This zone is equal to one half the height of the symbol. Please keep this defined zone free of any graphics, illustrations, charts, text or other forms of visible material. If clear zone minimum is violated, please contact the Marketing Department for approval.
X/ 2
X /2
X /2
X /2
X
X
X /2
X /2
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GRAPHIC GUIDELINES I INCORRECT IDENTITY USAGE
Incorrect Identity Usage The following examples show incorrect use of the Armstrong logo. Keep in mind that these are guidelines. There are certain exceptions where the wordmark will appear without the logo in limited usage. These exceptions require approval from the Marketing Department.
Do not remove tag line from logotype or symbol.
Do not break apart logotype of symbol.
Do not change the colors of the logotype or symbol.
Do not skew the logotype or symbol.
Only use the Armstrong approved colors.
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sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam blandit gravida elit. Vivamus est ante, vehicula sed.
Do not place the brand logo or symbol within body copy.
Do not use patterns or textures as background for the logotype or symbol.
Never place outlines of any color around the logotype or symbol.
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FIELD MARKETING GUIDANCE I BRAND RELATIONSHIP TREATMENT
Brand Treatment For the Industrial Channel, Armstrong® Industrial Hand Tools is both our lead brand and our identity. All other brands are simply part of the Armstrong® Industrial Hand Tools offering. There are four Armstrong® Industrial Hand Tools “Companion” brands: Campbell®, Crescent®, GearWrench® and JOBOX®. These four brands may be promoted with Armstrong®, but must take a secondary, lesser position and be displayed in alphabetical order. Other brands, such as H.K. Porter®, Lufkin®, Nicholson® and Wiss® are “Support” brands. These brands may also be promoted with Armstrong® at a secondary, lesser position but should only be used on header cards, banners, or other promotional materials when product from these brands is being represented such as trade show displays and joint sales literature. These brands must be displayed in alphabetical order. The Apex Tool Group corporate name and logo are not used in any Industrial Channel marketing efforts. All Industrial Channel communication originates only from Armstrong® Industrial Hand Tools.
Corporate Brand
Master Brand
Companion Brands
Support Brands
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FIELD MARKETING GUIDANCE I APPAREL
Apparel Colors The primary colors for Armstrong are Blue (PMS 285C), Black, and White. The acceptable background colors for Armstrong are Navy, White, and Black. The following combinations are approved for use on apparel and other marketing materials such as luggage and bags.
Black Background + Logo
White Background + Logo
Navy Background PMS 289 + Logo
PANTONE 289 C
Logo Placement on Shirt The Armstrong Logo should be the only logo on the front of the shirt. In the event of strategic partnerships with other corporations, the Armstrong logo may be used with another logo, but must be done in a way that does not detract from the brand essence, message, or image. Any use of dual logos on one marketing piece must be approved by the Marketing Department.
Logos On Sleeve Other logos can be included on Sleeve but should be limited to no more than 1 per sleeve • Shirt Manufacturer • Companion Brands (Campbell, Crescent, JOBOX, GearWrench)
* Armstrong is only logo on the front of shirt
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GRAPHIC GUIDELINES I APPAREL
Acceptable Base Colors with Corresponding Logos
Preferred Logo - 3 Colors
PANTONE 285 C
PANTONE Black
PANTONE White
Secondary Logo - 1 Color
PANTONE 285 C
- or -
PANTONE Black
- or -
PANTONE White
Logo Placement on Apparel and other Marketing Materials The Armstrong Industrial Hand Tools Primary logo can be used on different marketing materials including but not limited to apparel, office supplies, furniture, and other accessories. Only the Primary logo may be used on these materials and it must meet font, color, size, and clearance specifications. Any deviation from these guidelines, including the use of secondary logos, must be approved by the Marketing department.
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GRAPHIC GUIDELINES I BUSINESS CARDS & EMAIL SIGNATURES
Email Signature - Acceptable Templates All text to be Arial Narrow, 8 pt. size and Black 60% unless otherwise noted. - Name (Arial Black in Armstrong Blue) - Title (Arial Narrow Italic) (Space) - Armstrong Industrial Hand Tools - Street Address - City, State/Province, Postal Code (Space) - Office Phone (optional) - Mobile Phone (optional) - Fax (optional) (Space)
John Doe Tool Expert Armstrong Industrial Hand Tools 14600 York Rd, Ste A Sparks, MD 21152
- Armstrong website URL
O: XXX-XXX-XXXX M: XXX-XXX-XXXX F: XXX-XXX-XXXX john.doe@apextoolgroup.com
John Doe Tool Expert Armstrong Industrial Hand Tools . 14600 York Rd. Ste A Sparks, MD 21152 O: XXX-XXX-XXXX M: XXX-XXX-XXXX F: XXX-XXX-XXXX john.doe@apextoolgroup.com armstrongtools.com
armstrongtools.com
Additional Requirements * Links may be used for Armstrong Website and Armstrong Facebook Page * Do Not Use “Armstrong Tools” in signature line. Full brand name must be used. * Do not use Logo Graphics, backgrounds or textures in Email Signature * Do not use backgrounds or textures within Email Body * Do not use Apex Tool Group name or logo within email signature
Voicemail Greetings When setting up Voicemail Greetings, Apex Tool Group should not be used. Associates should note that they are with ‘Armstrong Industrial Hand Tools’ or ‘Armstrong Tools.’
Business Card Business cards shall match shown template:
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GRAPHIC GUIDELINES I BRAND TYPEFACES
Armstrong’s brand typefaces are Eurostile LT and Helvetica Neue LT Pro. Use the Eurostile LT family for headlines and the Helvetica Neue LT Pro family for body copy and small print. General Rules • Do not underline words • Do not use hyphens at the ends of lines • Do not use widows at ends of paragraphs • Justify text to the left • Keep the use of all capital letters to a minimum
The Smar t Solution for Tool Organizat ion
• Leave the beginnings of paragraphs unindented • Set multiple capitals and all numbers one point smaller than the body text • Spell out words instead of abbreviating them whenever possible • Use bullets to organize items of text in copy (like this list) • Use colons and semicolons instead of dashes • Use upper and lower case settings When working with a language that does not use the Roman alphabet (like Russian), look for a typeface that most resembles Eurostile LT.
Getting the Eurostile LT and Helvetica Neue LT Pro Typefaces If there is no access to this typeface, please contact the Marketing Services Department for further details on how to purchase the Eurostile LT and Helvetica Neue LT Pro families.
Eurostile LT Family Used for capital and lower case letters for headings.
Roman Demi Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Helvetica Neue LT Pro Family Used for body copy and small print. Roman Medium Medium Condensed Bold Bold Condensed
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890!@#$%^&*() 21
GRAPHIC GUIDELINES I TRADE SHOW GUIDELINES
Trade Show Graphics Armstrong will be the lead brand and primary focus of all Industrial Customer trade shows with the exception of solely non hand tool product shows such as JOBOX and Campbell. Registered Entry at Shows must be Armstrong Industrial Hand Tools, not Apex Tool Group Headers, hanging signs, table cloths, rugs, mats, and shirts should all be branded primarily as Armstrong as per these guidelines. Tool display header cards can be labeled with other brands but should not detract from the overall theme of the show booth. Companion brand names must use approved fonts and logos and shall be White, Black, Grey, and/ or Blue with a background that matches the overall Armstrong centric theme. Artwork for tradeshows outside header cards, banners and table clothes must be approved by the Marketing Department. For booths with limited space (10 x 10) Associates should limit the number of brands and products to show. Armstrong Industrial Hand Tools must be the lead brand and product focus. A 10 x 10 booth should not include more than 2 pop ups. Booths should not have different branded pop up displays or signage. Header cards at shows should read ‘Armstrong Industrial Hand Tools.’ (Not Apex Tool Group. Not Armstrong. Not Armstrong Tools.) If peg boards / gondolas are used, Armstrong header cards shall be used. Header cards shall contain the Armstrong Primary Logo with any of the approved background colors.
Tradeshow Booth Template
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GRAPHIC GUIDELINES I TRADE SHOW GUIDELINES
Tradeshow Booth: Inline Template with Companion Brands
Tradeshow - Table Cloth Table Cloths shall be black with blue (285C) font and with approved primary and / or secondary logos. Companion brands Crescent, Campbell, GearWrench, and JOBOX shall be listed beneath the Primary Armstrong logo in a white, blue, or gray. Companion brand logos should adhere to existing logo, font type usage requirements.
Tradeshow Booth: 10’ x 10’ Template
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GRAPHIC GUIDELINES I PRINT MATERIAL GUIDELINES
Print Material In addition, when working with customer partnerships for joint sales materials it is important that only approved logos are used. It is preferred that ATG Marketing Services be involved with laying out the sales materials, but if not, the Marketing Department must review and approve the material prior to release. When working with distributor partners on joint sales materials, show literature, or new product announcements it is important to follow some basic artwork guidelines including but not limited to using approved font, logo, and graphic treatment use. The examples below are examples of approved product and catalog oriented literature pieces. Marketing must review and approve the printed literature prior to release.
Product Brochure Black header & footer Armstrong Logo Blue Stripes Product callouts Eurostile LT Bold, PMS 285, 9 pt.
Product callout descriptions Helvetica Neue LT Pro Roman, Black 60%, 8 pt.
Tagline on black vignette around glamour photo Eurostile LT Demi, White, 26 pt.
Footer company information Helvetica Neue LT Pro Condensed
Product Logo(s) or name Helvetica Neue LT Pro Bold Condensed, White, 22 pt.
Catalog Layout Black header & footer Blue Stripes Blue title Bar - PMS 285 Eurostile LT Bold, White, 12 pt.
Black Bar - PMS Black Helvetica Neue LT Pro Bold Condensed White, 9 pt.
Product Callouts Helvetica Neue LT Pro Roman, Black 60%, 8 pt.
Table Copy Helvetica Neue LT Pro Roman, Black 60%, 8 pt.
Table Headings Helvetica Neue LT Pro Medium Condensed, Black 80%, 8 pt.
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PACKAGING GUIDELINES I ARMSTRONG BRANDED BAGS
Packaging Armstrong utilizes a number of different packaging types depending on the type of product. There are three primary packaging categories for Armstrong: A-Series Carded products, Armstrong branded plastic bags and industrial cartons, and standard brown boxes.
Primary Bags The vast majority of Armstrong product will be packed in durable plastic bags that deliver product information and offer the customer the ability to see what the contents are in the bag. Logo usage on the Bag shall be within the guidelines of this document. Information on the packaging must include: Brand Logo Part Number Part Description Unit / EA UPC ATG Corporate Name, Address, and Telephone Armstrong website and social media icons COO Packaging Lot Date Warning “Always wear eye protection when near tools in use� with approved ANSI Logo for eye protection
WARNING Wear Safety Goggles
Apex Tool Group, LLC 14600 York Road, Suite A Sparks, MD 21152 www.apextoolgroup.com
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PACKAGING GUIDELINES I ARMSTRONG BRANDED BOXES / CARTONS
Boxes / Cartons Larger Armstrong products may be packed in Armstrong branded cartons. These cartons shall have a white background and approved Armstrong carton artwork (as shown). Color of the Armstrong printing must match brand guidelines and must be clear and professionally printed. The label for the Armstrong branded Cartons must include: Part Number Description UPC Unit / EA ATG Corporate Name, Address, and Telephone
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PACKAGING GUIDELINES I ARMSTRONG BRANDED POUCH
Basic Construction All Armstrong tool pouches shall have a backer layer of heavy-duty 20-gauge laminated vinyl, colored to match Pantone 285C blue, with a pocket layer of 10-gauge glass clear vinyl, rated to withstand temperatures of -10°F. Pockets are to be sized specifically for tools to be contained therein. Heavy-duty leatherette binding, colored to match Pantone Black, is to be used on all sides and across top of pockets. Construction is to be fully sewn with heavy- duty black industrial thread for durability. All tool pouches shall have 1/2” black cotton ties for closure and a fabric “Made in USA” label showing a red, white, and blue U.S. flag.
PANTONE 285 C
PANTONE Black
PANTONE Metallic 877
Graphics All Armstrong tool pouches shall have the Primary Black & White Logo silk screened in Pantone Black on the outside face of the backer, positioned such that it is fully visible when the tool pouch is rolled and secured closed with its cotton ties. The inside face of the backer shall have either the Anniversary Logo silk screened in Pantone Metallic 877 Silver or the Primary Black & White Logo and the Diamond Arm Black & White Icon, both silk screened in Pantone Black. The inside face graphics should be sized so they fill most of the available print area.
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PRODUCT BRANDING I EXAMPLES When a new Armstrong product is developed, major importance should be given to how the brand will be identified on it. Approved fonts and graphic elements should be used to provide permanent, cost-effective, visually pleasing brand identification. Graphic design professionals should be consulted early in the product development process to best achieve this goal.
Primary Logo Usage
Primary Logo Brand Name Only Usage
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Eurostile Font Usage
PRODUCT BRANDING I EXAMPLES
Diamond Arm Icon Usage
Arm & Hammer Usage
Armstrong Blue Usage
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April 2016 ATG-1968
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BRAND GUIDELINES