BRAND GUIDE VERSION 1.0
CONTENTS BRAND GUIDE V. 1.0 01 Brand Introduction ................................ Page 02 02 Colors ................................................................. Page 06 03 Typography.................................................... Page 10 04 Logo ..................................................................... Page 16 05 Creative Samples ....................................... Page 24
THE PURPOSE OF THIS BRAND GUIDE is to ensure consistent presentation and communication of the TexTrail brand. This document captures updates to the branding that will comprise the newl realized brand direction 01TexTrail Brand Guide | Version 1.0
01 BRAND INTRO
THE STORY OF THE NEW TEXTRAIL TRAILER PARTS is about unparalleled buying power, unmatched expertise and service, and the most reliable delivery capability. It’s about the advantages of the industry’s largest customer base and most-tenured work force. Dedicated to building lasting relationships with customers, suppliers and employees, TexTrail leverages the power of partnership to launch a new era in trailer parts. 03TexTrail Brand Guide | Version 1.0
FOR CUSTOMERS, the new TexTrail will evoke specific meanings: Functionally, TexTrail will deliver accurate, on-time and priced-right trailer Emotionally,parts. this will provide them peace of mind. Leaving them with the conclusion that TexTrail is the most-trusted name in trailer parts. 04 TexTrail Brand Guide | Version 1.0
05TexTrail Brand Guide | Version 1.0 INTRODUCING A NEW TEXTRAIL, combining the resources of TexTrail Trailer Parts and Nuera Transport, two of the most trusted names in the industry. Uniting these two companies brings together the industry’s most knowledgable workforce and the nation’s largest customer network to offer unparalleled buying power, expertise and delivery capabilities. THAT’S THE POWER OF PARTNERSHIP.
02 COLOR
THE COLOR PALETTE presented consist primarily of blues and grays. These colors convey a sense of trustworthiness, professionalism and success, while also feeling soothing and approachable. A complementary warm gold is included but should be used sparingly. 07TexTrail Brand Guide | Version 1.0
Saturated Blue PANTONE PMS 295 C CMYK 100 / 83 / 36 / 39 RGB 0 / 40 / 85 HEX 002855 Cool Gray PANTONE PMS Cool Gray 7 CMYK 0 / 0 / 0 / 48 RGB 151 / 153 / 155 HEX 97999B Steel Blue PANTONE PMS 7545 CMYK 58 / 32 / 18 / 54 RGB 66 / 85 / 99 HEX 425563 Warm Gold PANTONE PMS 1235 CMYK 0 / 32 / 100 / 0 RGB 253 / 181 / 021 HEX FDB515 08 TexTrail Brand Guide | Version 1.0
50% Color PercentageUsageChart 20%25% 5% Tint Wheel100%100%80%60%40%20%80%60%40%20% 09TexTrail Brand Guide | Version 1.0
03 TYPOGRAPHY
TYPOGRAPHY SHOULDN’T BE OVERLOOKED AS A KEY element within any branding toolkit. It is important to adhere to the leading, tracking and text arrangement specified in this document to help achieve brand consistency throughout. The two primary fonts suggested for for the new TexTrail are Geogrotesque Slab and Geogrotesque Sans. 11TexTrail Brand Guide | Version 1.0
Aa GEOGROTESQUE SLAB USAGE ∫HEADLINES ∫SUBHEADS ∫CAPTIONS ∫SMALL BLOCK OF TEXT 12 TexTrail Brand Guide | Version 1.0
Slab serif typefaces, sometimes referred to as Egyptians, can evoke a wide range of feelings. Slabs in the Clarendon style can bring to mind the Old West, while other slabs based on neo-grotesque and geometric models can take on a more contemporary feel. Traditionally, slab serifs have been used for display text, however, some slab serifs, such as Geogrotesque Slab Regular, can work well for setting body text.
Geogrotesque Slab Medium abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Slab Semi
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Bold
Geogrotesque Slab Ultra Light
Geogrotesque Slab Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Slab Regular
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Slab Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 13TexTrail Brand Guide | Version 1.0
14 TexTrail Brand Guide | Version 1.0 Aa GEOGROTESQUE
Geogrotesque has been conceived to be used as a display typeface in publications or intermediate length texts.
USAGE ∫HEADLINES
Geogrotesque is a semi modular typeface with a subtle rounded finish . All the characters are based in the same formal principle with its corresponding optical adjustments in order to adapt the system to an alphabet for texts. Although the type family has a geometric or “technological” construction, the rounded finish provides it a warm appearance, making the typefaces nicer and nearby.
THE CONDENSED VERSION of Geogrotesque may be used interchangeably and is convenient for lists and where an economy of space is necessary. SANS AND CONDENSED ∫SUBHEADS ∫CAPTIONS ∫LARGE BLOCK OF TEXT
Geogrotesque Ultra Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Regular abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Medium abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Semi Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZBold0123456789 Geogrotesque Condensed Ultra Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Condensed Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Condensed Regular abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Condensed Medium abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Condensed Semi Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 Geogrotesque Condensed Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 15TexTrail Brand Guide | Version 1.0
04 THE LOGO
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THE NEW TEXTRAIL LOGO speaks to the future of this newly combined company. The primary five-point star motif speaks to both ATW and Texas, with a strong American pedigree bolstered by the navy blue. The gray lines fading toward infinity outline the path forward for TexTrail and its dealer and OEM partners.
In its primary usage, the star logo will sit evenly above the TexTrail Trailer Parts logotype. When placed over blue or any other dark color, the blue parts of the logo and logotype will change to white.
PRIMARY LOGO
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ALTERNATE
When a more horizontal presentation of the logo is required (pens, website nav bar, etc.), The logo will be placed to the left of the logotype, with a stylized connection to the letter T. The same blue-to-white conversion holds when reversed over dark colors HORIZONTAL The words Trailer Parts must always be included with the logotype to hammer home what TexTrail does.
Note:
THE STAR SINGLE-COLORMARKLOGO 20 TexTrail Brand Guide | Version 1.0
The star-mark may be used as a design element separate from the TexTrail logotype. However, it should never be used in lieu of the complete logo. When usage does not allow for more than one color, use either the stacked or horizontal version used here. This is only ok when the color version is not possible.
We like those wide open spaces — so does our logo. Be sure to leave adequate space around each side. Use the width of the word “PARTS” as your guide. SPACING 21TexTrail Brand Guide | Version 1.0
These are examples of incorrect usage but this list is by no means complete. If you feel that you need to use the logo in an application that is not included in this guide, please contact the TexTrails Marketing Department. INCORRECT USAGE of Hebron DO NOT Change colors or use any non-approved colors. DO NOT Disproportionately scale the logo. DO NOT Re-arrange elements of the signature. DO NOT Add information to the logo to create an alternate brandmark. 22 TexTrail Brand Guide | Version 1.0
TRAILER PARTS DO NOT Use 3-dimensional effects such as drop-shadows, glows or metal. DO NOT Skew, rotate or shift the logo’s perspective. DO NOT Change any typeface within the logo. DO NOT Add any other element to the logo. DO NOT Use the logotype without the star-mark. DO NOT Place the logo over busy images. 23TexTrail Brand Guide | Version 1.0
05 SAMPLE CREATIVE
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BRANDING TRULY COMES ALIVE when released into the real world. Creative from advertising and marketing to signage and corporate identity, or where the consistent use of colors, fonts, logos and design direction combine with brand meaning and language to define the meaning of the brand for the public. pages some examples of how that brand story will be told.
The following
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executions,
THE NAME YOU CAN DEPEND ON John Shanafelt Parts Supervisor 22 Years at TexTrail ULLORERS PERIATEM QUASPER SPERUM UT QUID EAT IUNT ULLESSI nvelitisi utatus non nobit issequia qui te nus ea veniendae optam, sus, sam, officto cumquid elibusame nos sim faceaquid ulparchil el mi, te nonserisci reiur sint pere ne venihil laciis apis vel inulla suntis coribus as dolo corum voluptis eum et ut est eius nobis aliquiste pliquam int quia corrorio moluptati cum a elit audit ut alis et atempernam, ut dollaborum stet. WWW. TEXTRAIL. COM Keri Hoffman Parts Supervisor 18 Years at TexTrail
WWW. TEXTRAIL. COM
ULLORERS PERIATEM QUASPER SPERUM UT QUID EAT IUNT ULLESSI nvelitisi utatus non nobit issequia qui te nus ea veniendae optam, sus, sam, officto cumquid elibusame nos sim faceaquid ulparchil el mi, te nonserisci reiur sint pere ne venihil laciis apis vel inulla suntis coribus as dolo corum voluptis eum et ut est eius nobis aliquiste pliquam int quia corrorio moluptati cum a elit audit ut alis et atempernam, ut dollaborum stet.
WWW. TEXTRAIL. COM Steve Condra Parts Distributor 22 Years at TexTrail THE NAME YOU CAN DEPEND ON ULLORERS PERIATEM QUASPER SPERUM UT QUID EAT IUNT ULLESSI nvelitisi utatus non nobit issequia qui te nus ea veniendae optam, sus, sam, officto cumquid elibusame nos sim faceaquid ulparchil el mi, te nonserisci reiur sint pere ne venihil laciis apis vel inulla suntis coribus as dolo corum voluptis eum et ut est eius nobis aliquiste pliquam int quia corrorio moluptati cum a elit audit ut alis et atempernam, ut dollaborum stet.
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THE NAME YOU CAN DEPEND ON PRINT CAMPAIGN Employee-focused print ad campaign
DIRECT MAIL AND CORPORATE Post cards and business cards 27TexTrail Brand Guide | Version 1.0
STORE DISPLAY Table tent, poster and banners 28 TexTrail Brand Guide | Version 1.0
HOME ABOUT US PRODUCTS LOCATIONS CONTACT LOGIN THE POWER OF PARTNERSHIP TexTrail and Nuera Transport, the most trusted names in trailer parts, have combined to offer the best parts, prices, expertise, service and delivery TEX TRAIL NUERA Our websites are being integrated, but in the mean time, please visit the legacy brand that you have relied upon up until now. Hello Introducing the next chapter of TexTrail Trailer Parts Good Buy …where great parts, pricing, people and delivery meet. WEB COMMUNICATION 2-panel ad and landing page 29TexTrail Brand Guide | Version 1.0
The Power of Partnership. ©2018 Copyright TexTrail Trailer Parts