INTRODUCTION 04 ___________ History 06 _________ Branding
GUIDELINES 10 _____________ Color 16 __________ Patterns 17 ______________ Line 19 ______ Typography 25 _____ Logo Usage 29 ______ Restrictions 30 ____ Photography
APPLICATIONS 36 __ Web + Mobile 38____ Icon System 46 ______ Stationery 50 _____ Packaging 54 ______ Marketing 60 ____ Trade Show 62 ________ Clothing 03
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HISTORY + M ISSION 05
Introduction Brand Guidelines
OUR HISTORY The Gates Corporation traces its origins to 1911, when Charles Gates Sr. bought the Colorado Tire and Leather Company in Denver, Colorado. Gates had originally headed west in 1904 after graduating from the Michigan College of Mining and Technology. He took a job as a mining superintendent near Tin Cup, Colorado, but upon hearing of a gold strike in Nevada, he headed there and was hired as a mine engineer for the Nevada United Mines Company. In 1910, he settled in Denver, married, and started looking for a business to buy. The Denver Post’s classifieds listed Gates Corporation
three companies for s ale: a manufacturer of soap, a
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manufacturer of toilet paper, and a mail order company that sold tire covers. Charles, age 33, and his wife Hazel, bought the Colorado Tire and Leather Company for their entire combined savings of $3,500.
WHO WE ARE Gates Corporation is a leading manufacturer of application specific fluid power and power transmission solutions. At Gates, we are driven to push the boundaries of materials science to engineer products that continually exceed expectations. We don’t rest on our rich heritage of innovation. We leverage it to inspire solutions that will power the next hundred years. Our products not only outperform industry standards; they exceed our customers’ demanding expectations. We invest in our people, bringing real-world experience that enables us to solve our customers’ diverse challenges of today and anticipate those of tomorrow. We are Gates.
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Introduction Brand Guidelines
PREVIOUS BRANDING After World War I, the price of rubber dropped from $1.25 to 15 cents a pound, and the Half Sole protective cover became obsolete as tires became inexpensive to manufacture. In 1919, the Gates brothers were forced Gates Corporation
to develop a new product to take the place of the Half Sole, and The Colorado Tire and Leather Company began manufacturing balloon tires. That year the company was again renamed as The Gates Rubber Company. This logo has been the same since the name change in 1919. The previous logo references the auto body shops and DIY auto culture, rather than a corporate identity.
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MOVING FORWARD The new Gates identity evokes a feeling of strength and reliability. With the new logo, the Gates Corporation will be immediately recognizable and memorable when viewed by consumers. Gates’ mission for the future is to continue its state of the art production while at the same time stay fresh and modern. Gates serves customers across industries, bringing relentless innovation, and uncompromising quality to every product made. Our reputation is built on over a century of experience, but everything we do is geared toward powering the future.
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COLOR + LINE 011
Color + Line
PRIMARY COLOR USAGE Color usage in is what divides the three main sectors of Gates’ production. The Copper Orange represents the consumer goods that Gates produces. These products range from belts inside blenders, to sprockets used on bicycles. Since these product applications are so versatile,
Brand Guidelines
this category is labeled as “other” on all gates applications.
The second color Gates uses represents Fluid power mechanics. This sector of manufacturing is represented by the color Production Peach because of the agricultural products Gates produces. Products in this category range from hydraulic tubing used on farm equipment to engine hoses used in automobiles. Gates is committed to create
Gates Corporation
fluid power system solutions for your specific working needs.
The third color Gates uses represents its most popular sector, the Power Transmission sector. This line of production is represented by the color Streamline Orange. In 1917, John Gates revolutionized industrial machinery with the world’s first rubber V-Belt, and began the legacy of advanced design that defines The Gates Corporation.
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SECONDARY COLOR USAGE Gates uses Light Grey as a background color when showing mockups, or other images containing Gates products. Light grey should never be used as a background color for legal documents or marketing materials. This color is also used on Rubber Black when used as a background element.
Steel Grey is used when gates has black and white elements. Whenever a primary color is used in a black and white, Steel Grey is used to represent that color. This color is used for background grid patterns, and in standards manuals to show rules of symmetry and spacing. Steel Grey should never be used on web and mobile applications for Gates.
Rubber Black is used as the primary Gates black. This color is used mainly as the background color for Gates’ because of the company’s strong history with rubber tires. This color is also used for the official Gates logo and word mark. 100% Black should never be used on any Gates documents.
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Color + Line Brand Guidelines
COLOR USE PERCENTAGE Below is the correct percentage of color to be
Gates Corporation
used for Gates products and marketing.
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50%
15%
10%
10%
10%
5%
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Color + Line Gates Corporation
Brand Guidelines
PATTERNS
These patters will be used exclusively with Gates marketing materials. This pattern should never be seen on any legal documents or stationery items. If the lines become too strong and there’s not enough negative space, consider removing some of the lines. These patterns may be used at a variety of scale, opacity, transparency and color within our brand palette.
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LINE RULES Gates uses a .5 pt stroke throughout its design elements. This stroke should always be straight, never curved. The line should always have the Gates designated colors.
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0 p C b ilo a d rP a g e N u m b e r 018
TYPOGRAPHY 019
Typography Gates Corporation
Brand Guidelines
BERTHOLD AKZIDENZ GROTESK
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Aa A LI G HT E XTE N D E D a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
EXTE N DE D a b c d e f g h i j k l m n o 1 2 3 4 5 6 7 8 9 0
Aa Aa
o p q r s t u v w x y z
B O LD E XTE N D E D a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
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Typography
BODY COPY The body copy found in any gates documents should be Berthold Akzidenz Grotesk Light Extended 10 / 21 pt. Leading for paragraphs should be 17 pt. and kerning should be 40 to ensure legibility and clarity. On the
Brand Guidelines
designated Charcoal background, body copy should be Light Grey (see page 013 for reference).
HEADERS Headers should always be Berthold Akzidenz Grotesk Light Extended 12 / 20 pt with all caps. Headers should have 40 kerning. There should always be a .5 pt rule below headers to separate it from the body copy.
SUBHEADERS Subheader Example
Gates Corporation
Subheaders should be Berthold Akzidenz Grotesk Bold
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Extended size 10 / 15 pt. and should be positioned directly below the .5 point line for the header. Subheaders should have a kerning of 40. Subheaders should never be a different color than the body copy or header.
BULLETS Bullets should always use the “+� symbol to list items. For example: + List item 1 + List item 2 + List item 3
SPECIAL HEADERS Sometimes in Gates programs there are instances where extra large headers are necessary. If this is the case, the particular header should be treated the same way as the normal header rule. It should be the same Berthold Akzidenz Grotesk Light weight, but scaling of text to a visually appropriate size is permitted. For example, the headers in the Gates standard manual are placed like so:
EXAM PLE TITLE 023
x
x
024
x
x
x
LOGO USAGE 025
Logo Usage
G LOGO
The Gates Stacked logo is the main
The Gates G logo is a variable logo that
Gates logo. The word mark with the G
can be used on any Gates product
should be used on every application
and shifted according to the size of
unless noted otherwise. The Gates
the product (see page 015 for specific
Stacked Logo should be used on:
measurements). The G is also used as
+ Letterheads
an icon for web and mobile. The Gates G
+ Envelopes
should be used on:
+ Business Cards
+ Website
+ Legal Documents
+ App Icon
+ Packaging
+ Trade show booth
+ Vehicle Wraps
+ Specialty Stationery
+ Nametags
+ Ancillary marketing materials
Gates Corporation
Brand Guidelines
STACKED LOGO
+ Sponsorship Jerseys
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STACKED LOGO CLEARSPACE The designated white space around the Gates Logo is determined by the x height between the inner arms of the G Logo. This x distance makes a 1:1 square that can be used for measurement.
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Logo Usage
G LOGO CLEARSPACE The designated white space around the G Logo, similar to the Stacked Logo, is determined by the x height between the inner arms of the G Logo. This x distance makes a 1:1
Brand Guidelines
square that can be used for measurement. x
x
x
Gates Corporation
x
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x
x
x
x
x
x
UNACCEPTABLE LOGO USES 1
2
3
4
5
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1. G Logo should never be the same size as Gates text. 2. Gates text should never be distorted or stretched in any way. 3. Gates text should never be above G Logo. 4.G Logo should never be to the left or right of Gates Text. 5. G Logo should never be smaller than its designated size (see pg. 014). 6. Gates text should never stretch to match height of G Logo. 029
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PHOTOGRAPHY 031
Photography
PHOTOGRAPHIC STYLE In order to maintain a fresh and cutting edge feel throughout the brand, Gates requires a specific tonality for its photographic style. Stock images and company images should be minimal in color
Brand Guidelines
palette, as well as in composition. If an image is monochrome, it must correspond to the brand colors listed on p. 010. Characteristics: + Minimal + Limited Color Palette + Machine Oriented + Technology Oriented + Farming Oriented + Monochrome
Gates Corporation
+ Black and White Acceptable Stock Image Sights: + pexels.com + snapwiresnaps.com + shutterstock.com + superfamous.com + picjumbo.com
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033
034 Gates Corporation
Brand Guidelines
Photography
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036 Gates Corporation
Brand Guidelines
Introduction
WEB + MOBILE 037
Web + Mobile
ICON SYSTEM The new icon system will signify the different sectors of
Applications
Gates products and services.
VERSATILITY + Countries + Regions + Store Locations + Headquarters + Overview
Gates Corporation
+ General Info
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FLUID POWER
TRANSMISSION
OTHER PRODUCTS
+ Hydraulic Hose
+ Micro-V Belts
+ Automotive Accessories
& Couplings
(Serpentine Belts)
+ Engine Hose
+ Hydraulic Tubing
+ V-Belts
+ Braking Components
+ Industrial Hose
+ Special Belts
+ Caps
+ Engine Hose
+ Synchronous Belts
+ Thermostats
+ High Pressure
+ Automotive
+ Service Station
Oilfield Hose + Fluid Power Tools & Merchandisers
Timing Belts
+ Shop Support Hose
+ Thermoplastic
+ Windshield Washer
+ Polyurethane
+ Wiper
Belting + Transmission
+ Vacuum Components + Static Straps
SITE M ECHANISMS The magnifying glass will expand into a search bar upon clicking it in the top right corner on desktop and mobile.
Search by product number or name
The plus button expands the dialogue box to reveal more information. When the dialogue box is revealed, the plus will rotate 45 degrees to become an “X� to close the window.
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040 Gates Corporation
Applications
Web + Mobile
MOBILE SITE
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042 Gates Corporation
Applications
Web + Mobile
DESKTOP SITE
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044 Gates Corporation
Applications
Web + Mobile
DESKTOP SITE
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STATIONERY 047
Gates Corporation
Applications
LETTERHEAD & STATIONERY
048 Stationery
BUSINESS CARD
DRIVEN BY POSSIBILITY
DRIVEN BY POSSIBILITY
apateam@gates.com | [303] 744-5651
apateam@gates.com | [303] 744-5651
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PACKAGING 051
Gates Corporation
Applications
PACKAGING
052 Packaging
PACKAGING RULES The color of the packaging corresponds with its contents. In this case, the contents are in the “other” category.
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054
MARKETING 055
Marketing Gates Corporation
Applications
TRANSPORTATION
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The Gates website simplifies the vast multitude of products into three recognizable categories: Fluid Power, Transmission, and Other Products. Every product number is fully searchable and diagrams are shown to assist those who don’t know the exact product they need.
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Marketing Applications
EM PLOYEE MATERIALS
Gates Corporation
DRIVEN BY POSSIBILITY
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059
Gates Corporation
Applications
TRADE SHOW
060 Marketing
061
Marketing
BILLBOARDS Gates billboards will exclusively be featured at trade shows and conventions with other businesses. The main purpose of the Gates billboard is to distinguish the company among
Gates Corporation
Applications
competitors with a similar focus.
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SOLUTIONS FOR TOMORROW
DRIVEN BY POSSIBILITY
DRIVEN BY POSSIBILITY
DRIVEN BY POSSIBILITY 063
Gates Corporation
Applications
CLOTHING
064 Marketing
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066 Gates Corporation
Brand Guidelines
Introduction
ALWAYS MOVING FORWARD At Gates we are constantly working to provide innovative solutions and improvement to people’s everyday lives. With this rebrand we strive to welcome modern design to a company rich with heritage.
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