Guia de Identidade Briggs & Stratton

identity guidelines version 1.3

identity guidelines

Introduction

Anywhere you find hard-working, self reliant people you’ll find Briggs & Stratton. Because for over century, we’ve been there with engines and end products that get the job done. Whether they’re pumping water in a remote village, powering lawn equipment in suburbia, or powering a home during a power outage, people know they can count on Briggs & Stratton.

Our brand touches the core values of our customers—people who have a can-do spirit, people who get satisfaction from doing a job well and getting it done quickly, people who take pride in passing their hard-earned knowledge to the next generation.

These are Briggs & Stratton people. This is the Briggs & Stratton brand.

The look and feel of our brand has been revitalized to celebrate the Briggs & Stratton legacy of self-reliance. These identity guidelines establish the basic elements and rules for using the new Briggs & Stratton brand identity in a way that’s powerful in the market and consistent across all points of contact with our audiences.

Briggs & Stratton branding represents our vision and values. Treating it with care and respect helps ensure Briggs & Stratton will endure and thrive, helping future generations carry on this great legacy.

Any questions regarding the Briggs & Stratton brand or the contents of these guidelines should be directed to: Steve Kruger Director Brand Marketing 262.957.8232 kruger.steve@basco.com

Matthew Poeppel Graphic Designer III - Brandreview - Digital Asset Management 414.259.5647 poeppel.matt@basco.com

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TABLE OF CONTENTS

Identity

Brand Use

Application

1

The Diamond & Bar

3

Proper Name & Trademarks

4

Corporate Hierarchy

5

Corporate Hierarchy Examples

6

Logo Versions

7

Proper Logo Use

8

Primary Logo

9

Wordmark & Product Emboss

10

Brand Colors

11

Brand Typography

12

Tagline Logo

13

Powered By Logo

14

Engines From Logo

15

Genuine Parts Logo

16

Commercial Power Logo

17

Quick Reference

18

Staging Area & Sign-Off

20

Brand Sign-Off

21

Brand Imagery & Tone

22

Backgrounds

23

Improper Use

24

Stationery

26

Parts Packaging

27

Embroidery

28

IDENTITY

identity: The diamond & bar

The “diamond & bar” logo continues to stand as the centerpiece

3

1913

of the Briggs & Stratton identity system. It has, however, been updated to better reflect who we are. The more substantial framing and photo-realistic rendering help people remember the very real and important role our engines and our products play in their lives.

1920’s

1935

1940

1940’s–1960’s

1957

1960’s

2006

identity: proper name & trademarks

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proper name

The full legal or official name of the company is Briggs & Stratton

Correct

Briggs & Stratton Corporation

Corporation. It is permissible to abbreviate the “Corporation” to

celebrated its 100th anniversary

“Corp.” when space is an issue. The use of this full legal name is

in 2008.

only necessary for legal documents. For non-legal correspondence the company may be referred to as Briggs & Stratton. Never

Briggs & Stratton Corp. celebrated

use “Briggs” or any other abbreviated versions in external

100th anniversary in 2008.

correspondence or web sites. “B&S” may be used on internal correspondence, only. When referring to a product, Briggs & Stratton is always followed by a registered trademark symbol for the first use on a page or within a piece, unless a logo precedes it.

Incorrect

Briggs celebrated its 100th anniversary in 2008.

B&S celebrated its 100th anniversary in 2008.

trademarks

Trademarks are valuable business assets and must be protected.

Improper use can jeopardize the legal status for these identification units and cause a loss of registration or uniformity. In headlines, sub-headlines or on product packaging the ®, TM or SM should appear after every use. In body text, the ®, TM or SM need only appear on first use. Later references to names should be properly capitalized but no mark is necessary.

identity: Corporate Hierarchy

5

groups

Briggs & Corporation is organized into four groups. All businesses and locations are a part of one of the following groups: Engine Power Products Group Home Power Products Group Yard Power Products Group International Power Products Group

corporate hierarchy

1.

Corporation

=

Briggs & Stratton Corporation

2.

Groups

=

engine power products Group

3.

Divisions

=

small engine Division

4.

Locations

=

murray OPERATIONS

identity: Corporate Hierarchy examples

6

corporate

CORPORATION ®

JOHN SMITH IT PROJECT MANAGER

POST OFFICE BOX 702 MILWAUKEE, WI 53201 USA P : 123 456 7890 C: 123 456 7890 JOHN.SMITH@BASCO.COM B R I G G S A N D S T R AT T O N . C O M

Engine power products group

CORPORATION ®

JOHN SMITH PRODUCT MANAGER ENGINE POWER PRODUCTS GROUP SMALL ENGINE DIVISION – AUBURN OPERATIONS 110 MAIN STREET MURRAY, KY 41071 USA P : 123 456 7890 C: 123 456 7890 JOHN.SMITH@BASCO.COM B R I G G S A N D S T R AT T O N . C O M

home power products group

POWER PRODUCTS GROUP, LLC ®

JOHN SMITH CUSTOMER SERVICE MANAGER HOME POWER PRODUCTS GROUP POST OFFICE BOX 702 MILWAUKEE, WI 53201 USA P : 123 456 7890 C: 123 456 7890 JOHN.SMITH@BASCO.COM B R I G G S A N D S T R AT T O N . C O M

yard power products group

POWER PRODUCTS GROUP, LLC ®

JOHN SMITH TECHNICAL SERVICES MANAGER YARD POWER PRODUCTS GROUP M C DONOUGH OPERATIONS 535 MACON STREET M C DONOUGH, GA 30253 USA P : 123 456 7890 C: 123 456 7890 JOHN.SMITH@BASCO.COM B R I G G S A N D S T R AT T O N . C O M

international power products group

CORPORATION ®

JOHN SMITH PRODUCT CATEGORY MANAGER INTERNATIONAL POWER PRODUCTS GROUP ZÜRCHERSTRASSE 4, POSTFACH 8852 ALTENDORF SWITZERLAND P : +41 55 4516 363 F: +41 55 4516 364 JOHN.SMITH@BASCO.COM B R I G G S A N D S T R AT T O N . C O M

identity: Logo versions

The primary logo and other brand logos are available in a number of

7

3D Color

acceptable graphic formats. These are the only acceptable formats.

They should be used as explained here and should not be altered or recreated in any way. The logos should always be reproduced from an original electronic file.

Flat Color

Flat Black & White

Reverse

IDENTITY: PRIMARY logo

Whenever possible, the 3D Color version of the logo should be used. When limitations exist that prevent acceptable reproduction of the 3D Color version, first consider the Flat Color version and then the Flat Black & White version.

3d color

Note

This is the preferred format for the primary logo and should be used whenever possible.

Common uses

Print ads, television, web sites, collateral materials, corporate stationery

Art

4-Color Process, 2-Color

flat color

Note

Use this version when printing or production limitations rule out 3D Color.

Common uses

Low line screen printing such as cartons, some flexo labels, embroidery

Art

3-color, 2-color

black & white

Note

This version of the logo is used when only one color is available.

Common uses

Blind embossing, shipping containers, newsletters

Art

1-color

reverse

Note

This version of the logo is used when the one color logo must be reversed.

Common uses

Newspaper advertising, constrained environments

Art

1-color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

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IDENTITY: wordmark & product emboss

For very specific applications, you have the option of using a wordmark or a product emboss logo. Always use the provided digital art, never attempt to recreate it.

WORDMARK

Note

The wordmark is used where space will not allow the logo to be readable or where the brand needs to appear on a non-approved color background.

Common Uses

Embroidery, advertising specialties

Art

1-Color

PRODUCT EMBOSS

Note

This logo is used only as an emboss on product parts to establish their authenticity.

Common Uses

Component parts

Art

Line art for emboss

9

identity: brand colors

10

PRIMARY Brand Colors

Our colors reflect the character and personality of the Briggs

solid

PMS 186 C

& Stratton Brand. Use them as the primary color palette to

cmyk

C:0 M:100 Y:75 K:4

reinforce the stature of the brand and increase memorability.

rgb

R:210 G:16 B:52

PMS 7406 is the primary color for the Commercial Power

solid

PMS 429 C or PMS 877 Silver

or Vanguard™ brands. Please refer to the Briggs & Stratton

cmyk

C:21 M:11 Y:9 K:22

Commercial Power Identity Strategy and Guidelines Handbook for

rgb

R:168 G:173 B:180

solid

Black

cmyk

C:0 M:0 Y:0 K:100

rgb

R:0 G:0 B:0

solid

PMS 7406 C

cmyk

C:0 M:18 Y:100 K:0

rgb

R:237 G:204 B:26

additional guidelines for using this color in your palette.

SECONDARY Brand Colors

The secondary colors can be chosen by different divisions to help Example of a secondary brand color set

make communication more efficient. They should complement the primary brand colors, be consistent with the tone of the Briggs & Stratton brand and never be the dominant color.

40% TINT

Typical use for these colors: to draw attention to a specific feature or to color code specific lines of product to segment a large product line to make selection easier.

40% TINT

If additional colors are required, please submit them to brand/ communication review.

40% TINT

40% TINT

identity: typography

11

Brand Typography

The Eurostile font family communicates confidence and consistency and provides variations that should meet every need for the brand.

This face should be used, without modification, in all Briggs & Stratton communications.

EUROSTILE MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() EUROSTILE BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() EUROSTILE EXTENDED 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() EUROSTILE BOLD EXTENDED 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Alternate Typography

The Univers font family can be used as an alternate typeface to support the brand. This font family has been used on Genuine Parts packaging and with large areas of copy, where Eurostile may become difficult to read. This face should be used, without modification and only when Eurostile is not the appropriate font choice.

UNIVERS ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() UNIVERS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() UNIVERS EXTENDED 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

UNIVERS BOLD EXTENDED 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

identity: tagline LOGO

The essence of our revitalized brand is captured in this new brand tagline: The Power Within. The tagline always refers to “The Power Within� a person, never to a product or engine. It should not be used on packaging. It not only communicates our product offering, it pays homage to the self-reliance of our customers, employees and partners.

This treatment combines the primary logo and the new tagline. The tagline art should never be used without the primary logo.

3d color

Note

This is the preferred format for the primary logo and should be used whenever possible.

Common uses

Print advertising, television, collateral materials, web sites

Art

4-Color Process, 2-Color

flat color

Note

Use this version of the logo when the rendered version is impractical.

Common uses

Embroidery, low line screen

Art

3-color, 2-color

black & white

Note

This version of the logo is used when only one color is available.

Common uses

Blind embossing, shipping containers, newsletters

Art

1-color

reverse

Note

This version of the logo is used when the one color logo must be reversed.

Common uses

Print advertising

Art

1-color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

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identity: Proper logo use

Our brand logo is a valuable asset. Our logo signifies our ownership and endorsement of products and ideas. Generally, the brand logo should be used one of four ways:

1. As the primary logo or badge on Briggs & Stratton products Examples

Engine Shroud

2. To introduce a collection of brand information or materials Examples

Brochure Cover Stationery Packaging

3. As the brand signature at the end of brand communications Examples

Back Covers TV Signoff

4. As an icon that can bring the brand to mind, show endorsement or indicate participation Examples

Dealer Signage Apparel

IMPORTANT Avoid using the logo as a decorative element, or using multiple logos where one is sufficient.

Examples

Avoid tilting and/or tiling the logo Avoid multiple logos on one page

13

identity: Proper logo use

Our brand logo is a valuable asset. Our logo signifies our ownership and endorsement of products and ideas. When used with another OEM brand, the powered by logo should be treated subservient to the OEM brand so that it is clearly a component of the product brand.

IMPORTANT Avoid using the logo in a manner that gives the appearance of co-branding.

Examples

Placement of the logo adjacent to a retailer or OEM’s logo

14

identity: powered by logo

When a Briggs & Stratton engine is used in a product sold by another manufacturer, the “Powered By� logo is used to call out our brand within that manufacturer’s communications. (The actual engines always carry the Primary Logo). Whenever possible, place this logo adjacent to the products powered by Briggs & Stratton. Do not use this logo to call out parts, technologies, service or other Briggs & Stratton offerings.

3d color

Note

This is the preferred version of the Powered By logo.

Common uses

OEM Collateral materials/ads, packaging, web sites

Art

4-Color Process, 2-Color

flat color

Note

Use this version of the logo when the 3D Color version is impractical or is especially small.

Common uses

Low line screen, smaller scale print applications

Art

3-color, 2-color

black & white

Note

This version of the logo is used when only one color is available.

Common uses

Shipping containers, product labeling

Art

1-color

reverse

Note

This version of the logo is used when the one color logo must be reversed.

Common uses

Shipping containers, product labeling

Art

1-color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

15

Identity: ENGINES FROM logo

In some international markets, the translation “Engines From” will replace the words “Powered By” in the logo. The logo is available in 25 international languages.

3d color

Note

This is the preferred version of the Engines From Logo.

Common uses

OEM Collateral materials/ads, packaging, web sites

Art

4-Color Process, 2-Color

flat color

Note

Use this version of the logo when the 3D Color version is impractical or is especially small.

Common uses

Low line screen, smaller scale print applications

Art

3-color, 2-color

black & white

Note

This version of the logo is used when only one color is available.

Common uses

Shipping containers, product labeling

Art

1-color

reverse

Note

This version of the logo is used when the one color logo must be reversed.

Common uses

Shipping containers, product labeling

Art

1-color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

16

identity: GENUINE PARTS logo

The Genuine Parts Logo is used to designate parts and accessories manufactured by, or to the specifications of, Briggs & Stratton. This logo acts as the official seal of endorsement and approval. In communications for genuine parts, it replaces the primary logo as the preferred means of introducing and signing-off the brand. It can be used along with other logos when both engines and parts are featured. In some International markets, the Genuine Parts logo will be translated to ensure that the concept resonates in each culture.

3d color

Note

This is the preferred version of the logo and should be used whenever possible.

Common uses

Print ads, packaging, collateral materials, web sites

Art

4-Color Process, 2-Color

flat color

Note

Use this version of the logo when the 3D Color version is impractical.

Common uses

Embroidery, low line screen, smaller scale print applications

Art

3-color, 2-color

black & white

Note

This version of the logo is used when only one color is available.

Common uses

Shipping containers, product labeling

Art

1-color

reverse

Note

This version of the logo is used when the one color logo must be reversed.

Common uses

Shipping containers, product labeling

Art

1-color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

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identity: COMMERCIAL POWER logo

Power yellow clearly differentiates the Commercial Power Logo from other Briggs & Stratton logos. The Commercial Power designation copy line must always appear when the power yellow version of the logo is used. Please refer to the Briggs & Stratton Commercial Power Identity Strategy and Guidelines Handbook for additional information and positioning guidelines.

3d color

Note

This is the preferred version of the logo and should be used whenever possible.

Common uses

Print ads, television, websites, collateral materials, corporate stationery

Art

4-Color Process, 2-Color

flat color

Note

Use this version of the logo when the 3D Color version is impractical.

Common uses

embroidery, low line screen

Art

3-color, 2-color

black & white

Note

This version of the logo is used when only one color is available.

Common uses

Shipping containers, product labeling

Art

1-color

reverse

Note

This version of the logo is used when the one color logo must be reversed.

Common uses

Shipping containers, product labeling

Art

1-color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

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identity: quick reference

3D Color

19

Flat Color

Flat Color on Black

One Color

Note: Please contact Matthew Poeppel (contact info on page 2) for help with any specific logo printing or reproduction challenges.

Reverse

brand use

brand use: staging area & sign off

logo staging area

The staging area prevents competing imagery or elements from creating a distraction that might weaken the brand image. The staging area is created by using a measurement equal to four times the height of the letter “B� in the logo. The staging area should be maintained by applying that measurement to the top, bottom and sides of the logo.

rules: tagline logo sign-off

When the Tagline Logo is used as the brand sign-off in printed materials, it should be the last word. To accomplish this on single page communications, apply the logo in the lower right corner of the page (while keeping in mind the staging area specifications). In cases where the sign-off is delivered on a separate page, such as the back cover of a brochure, the lower right corner placement is not required. See additional examples on the next page.

21

BRAND USE: LITERATURE SIGN-OFF

22

When the Tagline Logo is used as the brand sign-off in printed materials, it should be the last word. As a way to connect our corporate family of brands and services with an individual we recommend using the following literature sign-offs that utilize “The Power Within” tagline logo.

Form Number/Barcode when applicable

Corporate address and optional phone number

CORP/EPPG EXAMPLE

CORPORATE EXAMPLE

BRIGGS&STRATTON CORPORATION

POsT OffICe bOx 702 MIlwAukee, wI 53201 usA 414 259 5333 Copyright ©2009. All rights reserved.

MS-00000-8/09

Local address should be used (when applicable)

UPC and form number (when applicable) Form Number/Barcode when applicable

Corporate address and optional phone number

“Power Within” logo YPPG EXAMPLE Logo Optional

POWER PRODUCTS GROUP EXAMPLE

BRIGGS&STRATTON

POweR PROduCTs gROuP, llC MIlwAukee, wI 53201 usA 000 000 0000 Copyright ©2009. All rights reserved.

00000000-8/09

Form Number/Barcode when applicable

Local office address and phone number

“Power Within” logo is optionalIPPG on EXAMPLE Power Products Group literature

INTERNATIONAL EXAMPLE

BRIGGS&STRATTON CORPORATION

MS-00000-8/09

Form Number/Barcode when applicable

INTeRNATIONAl POweR PROduCTs gROuP 12301 w wIRTh sTReeT wAuwATOsA, wI 53222 usA 414 259 5333 Copyright ©2009. All rights reserved.

Corporate address and their phone number/e-mail

EDUCATION EXAMPLE

DEPARTMENT SPECIFIC EXAMPLE

BRIGGS&STRATTON CORPORATION

MS-00000-8/09

CusTOMeR eduCATION POsT OffICe bOx 702 MIlwAukee, wI 53201 usA 800 934 7730 | cust.ed@basco.com Copyright ©2009. All rights reserved.

address and Number/Barcode Alternate sign-offCorporate for pieces with limitedForm space optional phone number

when applicable

Alternate sign-off on literature where space is limited...

BRIGGS&STRATTON CORPORATION

POsT OffICe bOx 702 MIlwAukee, wI 53201 usA 414 259 5333 Copyright ©2009. All rights reserved.

MS-00000-8/09

brand use: Brand imagery & Tone

Brand Imagery & Tone: Simple, Human, Confident.

The defining character of the Briggs & Stratton brand is simple, human and confident. Photographic imagery and copy tone should reveal the genuine and self-assured persona that we admire in our customers and ourselves.

Photographic imagery should feel real, yet aspirational, featuring people and real-life situations that demonstrate the power of selfreliance, and the satisfaction of a job done right and done well.

Similarly, copy should speak with a reassuring, confident voice that is approachable and assures consumers they can trust the Briggs & Stratton brand.

23

brand use: backgrounds

Logo on flat Colors

The logo should always be presented with strength and authority.

This requires selecting appropriate backdrops for the logo. Whenever possible, the logo should be presented on white or colors from the Briggs & Stratton preferred palette. These colors include Black, Red PMS 186 or neutral Grey colors (< 40% black or > 60% black).

Textures that meet these same standards may be used as backdrops if appropriate.

Logo on photography

When care is taken, photography may be used as a backdrop for the logo. The background for the logo must not be complicated (staging area applies). It must offer a contrasting value (lighter or darker) and the color of the photography must not command more attention than the logo. Only use approved Briggs & Stratton brand photography with the logo.

24

brand use: ImPROPER use

25

Do not alter the proportions of the identity in any way.

Do not place the identity on unapproved colors.

Do not place the identity on complicated areas within photo images.

Do not change any colors within the identity.

Do not use the identity as a device to contain additional imagery or messages.

ENGINES ENGINES

Do not attach any other messaging, such as division

AUTHENTIC

or product designation, to the identity. Avoid configuring the logo as a readâ&#x20AC;&#x201C;through device.

Do not use the logo in any other sub-brand logos.

The wordmark instead may be incorporated into a sub-brand logo.

GLOBAL UPDATE

POWER

APPLICATION

APPLICATION: stationery

Templates for the key elements of the stationery system are available and include business cards, letterhead, envelopes and more.

Stationery is designed to hold divisional and local information as needed. Each element of the stationery system is designed to present the Briggs & Stratton brand with confidence and consistency. Avoid modifying the provided templates. All stationery must be ordered through Graphic Services at 414-259-5263. Business cards can be ordered on the appropriate form found on the Empowernet.

27

APPLICATION: parts packaging

28

The new parts packaging is simple and iconic. Packaging should always make it easy for people to understand and choose Briggs & Stratton products. All of our packaging should exude certainty and trust, helping consumers purchase with confidence.

APPLICATION: Embroidery

29

The logo may be placed on garments and products when specifications for embroidery and overall quality are followed. The color logo should only be placed on preferred brand color garments and products (black, gray/silver, white or red). When other fabric colors are unavoidable, the one color logo or wordmark must be used in either black or a matching tone-on-tone color. Only the corporate logo or wordmark is to be used on the front of a shirt. No additional words or logos are allowed. If other designations are needed, they can be placed on the shirt sleeve. All specialty and embroidery treatments of the logo must be reviewed and approved via gearshop@basco.com.