CM TRUCK BEDS BRAND GUIDE BRAND GUIDELINES WWW.CMTRUCKBEDS.COM
CONTENTS Brand Introduction................................. Page 05 Colors.................................................................. Page 06 Typography..................................................... Page 08 CM Logo...................................................................... .................. Page 14 Creative Samples........................................ ............................... Page 18 CM Photography...................................................................... ... Page 22 CM Apparel Page 24 CM Corporate........................................ Page 26
THE PURPOSE OF THIS BRAND GUIDE is to ensure consistent presentation and communication of the CM Truck Beds brand. As the brand has evolved over the years, we have evolved the look and feel to capture its essence, achievements and vision for the future.
CM TRUCK BEDS BRAND GUIDE
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BRAND STRATEGY
CM TRUCK BEDS BRAND GUIDE WORK-READY Trusted by people who get things done; built for work and field-tested; a broad selection of products DETAIL-ORIENTED Feature-rich; made using only the best components, with superior attention to detail and fit and finish SUPREME DURABILITY Products built to withstand the test of time; tough and sturdy; will never let you down ATTRIBUTES (What the brand truths are, RTBs) VALUES (What the brand stands for & believes in) PERSONALITY (What the brand is like) PRACTICAL SOLUTIONS Maintains a real-world focus; cuts to the chase; actions rooted in understanding of how things work NEVER CUT CORNERS Quality matters, aesthetics matter, details matter; excellence required in all things BUSINESS-MINDED Partnership-focused; open to input, adaptable; driving progress SAVVY Smart, responsive, receptive, market-aware; seeks progress and growth while staying attuned to shared goals FOCUSED & DILIGENT Keeps eyes on the prize, determined to win; highly motivated for success; asks the hard questions to get the best result RESILIENT Scrappy and full of grit; determined to win and look great doing it BRAND IDEA EMOTIONAL BENEFIT FUNCTIONAL BENEFIT BRAND CHARACTERISTICS The Winning Platform Ready for Anything The Right Tool for the Job 05
BRAND COLORS
CM TRUCK BEDS BRAND GUIDE The CM color Palette consist primarily of blues and warm grays. These colors convey a sense of strength, trustworthiness, professionalism and success, while also feeling approachable. A complementary warm red is included but should be used sparingly. Pantone PMS 295 C CMYK 63 / 30 / 14 / 83 RGB 17 / 44 / 60 HEX #112c3c Pantone PMS 7528 C CMYK 22 / 24 / 30 / 0 RGB 199 / 185 / 172 HEX #c7b9ab Black CMYK 40 / 40 / 40 / 100 RGB 0 / 0 / 0 HEX 000000 50% 25% 15% 10% COLOR PALETTE 07 Pantone PMS 200 C CMYK 16 / 100 / 86 / 7 RGB 195 / 0 / 47 HEX #c20002f
TYPOGRAPHY
CM TRUCK BEDS BRAND GUIDE TYPOGRAPHY SHOULDN’T BE OVERLOOKED AS A KEY ELEMENT within any branding toolkit. It is important to adhere to the fonts specified in this document to help achieve brand consistency throughout. The two primary fonts for CM Truck Beds are Refrigerator Deluxe Slab and Colfax. 09
AaRefrigerator Deluxe
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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZLight0123456789
Refrigerator Deluxe abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZRegular0123456789 Refrigerator Deluxe abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZBold0123456789 Refrigerator Deluxe
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZHeavy0123456789
CM TRUCK BEDS BRAND GUIDE USAGE: / Headlines / Subheads / Captions / Small Blocks Of Text CM Truck Beds is a strong, hardworking brand, and our typography should reflect that. Refrigerator Deluxe does just that, getting the job done neatly and legibly. This font family comes in a wide variety of weights that will help bring gravity where needed, like headlines and subheads, but will remain lighter for smaller text like photo captions. Refrigerator Deluxe
Aa Colfax
CM TRUCK BEDS BRAND GUIDE USAGE: / Subheads / Copy / Captions The Colfax family is a strong, no-nonsense style that will carry the CM Truck Beds brand into its typography. The variations within the family are vast, so Colfax can suit just about any purpose, from strong subheads to longer-form body copy to smaller abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZColfaxcaptions.Light0123456789 Colfax Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZMedium0123456789 Colfax Medium abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZBold Colfax Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZBlack0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZRegular0123456789 Colfax Black abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic012345678913
CM TRUCK BED LOGO
CM TRUCK BEDS BRAND GUIDE
THE NEW CM TRUCK BED LOGO
The CM Truck Beds logo puts our initials front and center, making the brand name easily recognizable. The strong typography suggests bold confidence, which transfers over to our customers’ certainty that CM’s truck beds are superior to everything else in the market. The italicized forward lean of the text signifies CM’s innovative and forward thinking within the industry.
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Brand Tag Line The tag line helps convey the core value of choosing CM. It should be used in print and in communications, preferably adjacent to the logo. The tag line refers to CM Truck Beds products, but also to our customers, who are hardworking and industrious. The tag line also works well as a sign-off on the back of print
materials, on banners
CM TRUCK BEDS LOGO USAGE The preferred standard logo should always be the first option when selecting a variation for printing, web and signage applications. Where applicable, however, the negative or one-color treatments may be used. Standard Logo Standard Logo Reversed One Color PMS 7546 One Color Black One Color Black / 60k Tag One Color Reverse One Color Logo Treatments
online
materials. (see samples pg 19-21) WORK READY WORK READY WORK READYWORKREADY WORKREADY WORKREADY DeluxeRefrigerator DeluxeRefrigeratorBold DeluxeRefrigeratorHeavySkewed at 20° Match angle as CM in the logo Skewed at 20° Match angle as CM in the logo Skewed at 20° Match angle as CM in the logo
CM TRUCK BEDS BRAND GUIDE SPACING AND SIZE The logo must have an adequate clear zone or space surrounding it. Please allow enough room around the logo when placing it on any materials. Please allow plenty of space around the logo. A good measure is using the T in Truck to make sure the space is consistent. WHAT NOT TO DO Do not use the legacy logo with interior lines Do not use in multiple non-brand colors Do not usecolorsnon-brand Do not add treatments to the logo, e.g. embossing. Do not move the Truck Beds around Do not distort the logo in anyway 17
HOW SHOULD OUR MATERIALSMARKETINGLOOK
CM TRUCK BEDS BRAND GUIDE 19 Tested, proven and trusted for the realcmtruckbeds.world.com/stake-bodies TOUGH UNDER PRESSURE CM Truck Beds’ best-in-class stake body models offer maximized capacity and long-lasting durability, without breaking the bank. Available in steel and aluminum, both deliver the standard features you need plus smart options like drop-in stake sides and multiple flooring choices that make these bodies practical and ready for work. As America’s most-trusted flat bed truck body, CM Truck Beds stands ready to deliver the products you need with the fastest lead times PL/PLSTruckBedsCM Cover)(BackPageSingleNTEA 14.5x10.875 1035-2019222 Meet the stake bodies that are built stronger to last longer. Fleet/ServiceTruckBedsCM PageSingleNTEA 14.5x10.875 1035-2019117 SMART & VERSATILE FLEET SOLUTIONS n Best-in-class product availability — Faster than Any Body! n Nationwide parts and service network for convenience and savings n CM service bodies are designed to fit all major truck brands n Component-style configurations allow easy customization n Industry-leading warranty — 4 year/48,000 miles 580.564.7537 Learn more about CM fleet solutions at cmtruckbeds.com/fleets. WORKREADY CM Truck Beds offers comprehensive fleet solutions that empower fleet managers, making cost of ownership and speed to delivery better than any manufacturer in the business. CM service bodies offer versatility for every body, delivering industry-leading quality, selection and convenience, with the largest in-stock inventory available. SB / STEEL SERVICE BODIES SBA ALUMINUM SERVICE BODIES
WORK READY cmtruckbeds.com BUILT SUCCESSYOURFOR CM Truck Beds is proud to offer the industry’s toughest, most durable beds and service bodies, with the largest in-stock inventory and fastest lead times available anywhere. CMTRUCKBEDS.COM 580.564.7537 WORK READY VERSATILITY IN EVERY BODY CM Truck Beds is proud to offer the most versatile service bodies available on the market. And with the largest in-stock inventory and fastest lead times in the industry, CM stands ready to get you rolling. • Component-style configurations for easy customization • Widest selection of adjustable storage and shelving options • Premium powdercoat finish including toolbox interiors • Designed to fit all major truck brands • Industry-leading warranty — 4 year/48,000 miles ANDDISTRIBUTORCMAUTHORIZEDTRUCKBEDSUPFITTERCMTRUCKBEDS.COM
CM TRUCK BEDS BRAND GUIDE 21 / LEARN MORE / INVERSATILITYEVERYBODY Quality and Innovation are the promise Work Smarter with CM Service Bodies WORK READY / LEARN MORE / INVERSATILITYEVERYBODY Quality and Innovation are the promise Work Smarter with CM Service Bodies WORK READY
APPAREL
CM TRUCK BEDS BRAND GUIDE WHAT NOT TO DO Stick to the brand colors only for shirts, stay away from patterns and off brand colors APPAREL COLOR PALETTE Brand colors should also be reflected in the clothes we wear. These colors make you instantly recognizable as part of the CM Truck Beds team. Furthermore, wearing CM Truck Beds branded colors demonstrates pride in and cohesiveness with the overall brand. EXPANDED COLOR PALETTE FOR APPAREL ONLY Expanded color palette allows for more options but still stays in range of corporate brand colors. PMSPantone295C PMSPantone3025 C PMSPantone295C PMSPantone7528 C White PMSPantone200C Black 23
CM TRUCK BEDS LIFESTYLE PHOTOGRAPHY
Through photography, CM Truck Beds tells the story of a hard-working product. It captures the experience of putting the incredibly durable CM Truck Beds brand to work. CM Truck Beds are the highest-quality products for the toughest jobs. And while it shows rugged, real-world situations, the imagery also presents a product of the highest caliber. Photos reflect superior production values and a smart, professional aesthetic. Defining elements are durability, capacity, movement, and lifestyle.
CM TRUCK BEDS BRAND GUIDE 25
CORPORATE APPLICATIONS
CM TRUCK BEDS BRAND GUIDE Dear LoremJoeipsum dolor sit amet, consectetur adipiscing elit. Vivamus non justo. The em ips um dolor sit amet, consectetur adipiscing elit. Vestibulum tellus felis, tincidunt id fringil la id, euismod in arcu. Quisque vel go blue ligula. Sed eu leo nee ligula ullamcorper pelle ntesque nee a nisl. Ves tibulum euismod sem sit amet pulvinar placerat. Vestibulum elei fend finibus molestie. Pellen tesque habitant morbi tristique senectus et netus et male suada fames ac turpis egestas. Fusee et erat vitae neque lacinia mollis. Vivamus varius, risus quis ultricies soles, justo lorem facilisis purus, id dictum ex arcu a erat. Suspendisse id pretium felis, quis ultrices risus. Ut male suada dino dolor, vel pel lentesque nunc suscipit sit amet. Cras non eleifend nulla. Maecenas vestibulum vestibulum porta. Vivamus dolor erat, fermentum a sodales ac, fringilla sit amet nul la. Pellentesque tincidunt erat sed magna ullam corper dignissim. Maecenas consectetur lectus arc suada dino dolor, vel pellentesque nunc sut sit amet. Cras non eleifend nulla. Sed sit amet tortor a magna accumsan viverra. Aliquam erat volutpat. Proin bibendum elit dolor, a rhoncus ligula pretium ac. Sed tincidunt iaculis libero, a ultricies urna conv Nam suscipit lo rem quam, dino volutpat mauris pharetra lobortis. Fusee non phare tra quam. Duis posuere felis a ligula dictum placerat. Etiam tem per go blue at tinci ulla ultrices elementum metus sit amet suscipit. Nulla condimentum pharetra posue ur bitur sed mi ipsum. Nullam gravida mi et velit faucibus tincidunt. Phasellus at laoreet elit. Nulla pharetracondimentumposuere WORKREADY CMTRUCKBEDS.COM CM TRUCK BEDS / 833-CMTRUCK / 103 KINGSTON, OK 73439 WORK READYJoeLewis Vice President cmtruckbeds.com 103M-903.575.8902O-903.575.8902joe.lewis@atw.comKingston,OK73439 27
WORK READY
