cw brand style guide by Jahm Alissa

Building the Cartridge World Brand A brand is a mixture of tangible and intangible attributes represented by a range of symbols, including the brand name and logo, as well as the manner in which it is visually displayed. Strong brands are a result of careful management and consistent execution over time. The purpose of the brand style guide is to provide the franchise network with current standards and information needed to further develop the Cartridge World brand and successfully build our business. By working in unison, we are building a brand and building a business.

Welcome to the Cartridge World Brand Style Guide! This updated style guide has two sections: The first section is CW Branding Simplified â&#x20AC;&#x201C; this includes all the basic info youâ&#x20AC;&#x2122;ll need to familiarize yourself with the proper usage of our logo, trademark, fonts, etc. You will also find information about the creative resources available to you to ensure brand consistency. The second section of this guide is a Technical Guide â&#x20AC;&#x201C; The purpose of this section is to provide reproduction guidelines for advertising agencies, vendor partners and local graphic designers. This section illustrates how to apply the visual components of the brand including the correct logo usage, positioning, corporate colors and typeface. If you have any questions in regards to information in this book or need additional clarification on marketing resources do not hesitate to contact your Marketing Department for assistance, we are here to work with you. Cartridge World Marketing

2011-2012 Brand Style Guide

Table of Contents BRANDING SIMPLIFIED / THE BASICS .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 CW Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Business Direct Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Trademark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 FONTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Brand Color Stacking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 CW Logo and stationery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Advertising Mediums & Appropriate Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Unauthorized Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Brand Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Marketing Resource Center (MRC) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 CW brand store . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Local Designers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 “One Off Projects” - Can’t find what you need on the MRC?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Vehicle Wraps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Fixed Signage – Exterior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

TECHNICAL Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Reproducing the Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Logo Safe Zone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Corporate Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Brand Color Stacking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 logo, Tagline AND Brand Color Stacking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Brand Color Stacking and page layout. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 CW Business Direct logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Typeface. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Vehicle wrap. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Apparel & promotional products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

BRANDING SIMPLIFIED / THE BASICS CW Logo The Cartridge World logo consists of two elements: the illustration of the star and the words Cartridge World. It is critical that these two elements always appear together in both horizontal or vertical orientation.

Official Cartridge World Horizontal Logo

Official Cartridge World Vertical Logo

Business Direct Logo The Cartridge World Business Direct logo has an additional element to it, incorporating the actual words “Business Direct”. As with any logo, there are specific layouts that must be used to correctly display this logo. The Business Direct logo has two treatments; black against white or black against yellow. The color stacking is not to be used with the Business Direct logo. All approved logos are available for download on the Marketing Resource Center (MRC).

Business Direct Horizontal Logo

Business Direct Vertical Logo

Trademark The ® mark is part of the logo and should always appear in the correct position and proportion as shown above. Goodwill and Ownership of Marks. Franchisees have a non-exclusive right to use the Marks only as expressly authorized by CWNA under the FDD Agreement. Any unauthorized use of the Marks is a breach of the FDD Agreement and an infringement of proprietary rights. Limitations and Use of Marks. Franchisees cannot use any Mark in connection with the performance or sale of any unauthorized services or products, at any location or in any other manner not expressly authorized in writing by CWNA.

BRANDING SIMPLIFIED/ THE BASICS

FONTS Cartridge World has two approved font types – for details, refer to page 17 of the “Technical Guide”. META OT – this is Cartridge World’s preferred font. ARIAL – is secondary and should be used if META OT is not available.

Brand Color Stacking The Cartridge World color stacking was introduced in 2008 as a creative element that would bring a fresh, clean look to the brand. Within the brand color stacking, the logo is displayed in a consistent yet attention grabbing manner. The color stacking is used as often as possible on advertising and marketing materials but is not the sole display treatment. In an effort to clearly display and identify our brand, both the green and blue portion of the brand stacking must remain clear of any text.

CW Horizontal Logo & Color Stacking

For detailed specifics regarding proportions and layouts of the CW Brand Color Stacking please reference page 14 in the “Technical Guide”.

Tagline The Cartridge World tagline is: “Why pay more to print?” The tagline is frequently displayed on marketing and advertising materials, this should be used whenever possible; however it is not mandatory that it appears on every creative piece. The tagline has specific placement standards – for details, refer to page 15 of the “Technical Guide”.

BRANDING SIMPLIFIED/ THE BASICS

CW Logo and stationery The Cartridge World logo is used with the color stacking for stationery, no tagline is used in stationery.

Cartridge World - City

Name of Person Job Title

�� Hollis Street Emeryville, CA ��

Phone: �� Cell: �� Toll Free: �.��.��.�� Fax: ��

�� Name of Street City, CA ��

Headline Sample Text

Phone: �� Fax: ��

Type your Test Here … Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor

www.cartridgeworldusa.com/store��

incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris

jsmith@cartridgeworld.com

nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt

www.cartridgeworldusa.com

mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore

Business Card

magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Cartridge World stores are independently owned and operated.

Email Signature

Letterhead

MS Word Template

Advertising Mediums & Appropriate Logos BLACK LOGO - Print, Online, TV Advertising, Light Color Apparel and Promotional Items. Whether you’re running a local newspaper ad, TV spot, direct mail campaign or printing flyers, the logo must always be black. You may choose a layout that includes our brand stacking, white or yellow background or run an ad in black & white only – regardless the logo will always be the preferred black.

Y r DA sa H er RT niv EAth An �� y

SAVE BIG ON YOUR NEXT PURCHASE

$� OFF your next purchase of $�� or more

$�� OFF your next purchase of $�� or more

One per customer . Not valid with other oﬀers . Expires ��/��/�� . Code XXXXXX

�� Hollis Street . Emeryville, CA �� . ��.��.��

www.cartridgeworldusa.com/store��

Savings

Quality

Environment

Thank you!

for your busin ess

Postcard

Save Money & The Environment By using Cartridge World Printer Cartridges OFF INK REFILL

One per customer . Not valid with other oﬀers . Expires ��/��/�� . Code XXXXXX

�� Hollis Street . Emeryville . ��.��.�� www.cartridgeworldusa.com/store��

Print Ad

BRANDING SIMPLIFIED/ THE BASICS

OFF TONER REFILL

YELLOW LOGO - Exterior Signage, Black Apparel and Black Promotional Items. Exterior store fixed signage and black color apparel/promotional items are the only instances for using the one color yellow (reverse of black) of the logo.

Promotional Item

Black Apparel

WHITE LOGO - Dark Color Apparel and Promotional Items. This treatment will only be used if the material color is too dark to clearly show our preferred black logo. The white logo (one color reverse) is rarely used and will only be used to display a CW logo clearly against a dark (non black) logo.

Promotional Item

BRANDING SIMPLIFIED/ THE BASICS

Unauthorized Logo Usage The ad samples below are all examples of illegal logo usage.

Incorrect color stacking and logo proportions No text in the green or blue stripes

Breaking the structure of the logo by moving the star.

Outdated tagline

Incorrect logo color for print advertising

Incorrect font (not Meta OT)

Do not use â&#x20AC;&#x153;50% OFFâ&#x20AC;? savings statement

Below are former CW Brand elements that are no longer in use:

Yellow Logo on Blue background

Diamond Shape Logo

Blue Logo on Yellow background

Yellow Arrow around a Blue star

CW Layout Curve (Replaced by CW color stacking)

BRANDING SIMPLIFIED/ THE BASICS

Brand Resources Marketing Resource Center (MRC) The Marketing Resource Center is the one stop shop for your marketing & advertising needs! To access this site log into CWIC Link and select the â&#x20AC;&#x153;MRCâ&#x20AC;? vendor button on the main page. The MRC houses over 200 creative templates ranging from business cards and stationery to customizable print ads, postcards, flyers, posters, brochures and much more... The templates on the site give you the ability to edit and choose from various offers, statements and even adjust the size of certain products (when applicable). Not only can you customize your marketing & advertising materials on this site but, you have the option of placing a print order through the site or you may download the creative file and send it to a local printer. All files on the MRC are created to print and display correctly depending on the medium it is designed for; high resolution print ready files are set up for printing and web optimized files for web usage.

BRANDING SIMPLIFIED/ THE BASICS

CW brand store The CW Brand Store is the place to find Cartridge World brand apparel, promotional items, gifts and tradeshow materials. To access the Brand Store log into CWIC Link and select the “Brand Store” vendor button on the main page. This user friendly store provides you access to 100+ Cartridge World items. If you can’t find what you need, please contact the customer service line and request our Account Manager, who will help you locate your promotional product.

CW Brand Store Customer Service Toll Free: 1.888.709.7789 Email: CWBrandStore@geiger.com

Local Designers If you are working with a local graphic designer through your advertiser or an agency please share the “Technical Guide” (starting at page 12) of this booklet with them. The guide contains technical information they’ll need to follow when creating ads for you. To ensure ads designed externally will qualify for the Advertising Reimbursement Program, email your proof directly to the Marketing department for review (to receive a creative pre-approval) prior to production; please allow for a 24 hour response* - this review process is imperative to ensure brand consistency. Submit proofs to: marketing@cartridgeworld.com *Proofs are not always approved upon the first submission; please take into account your deadline and potential revisions.

“One Off Projects” - Can’t find what you need on the MRC? We know we may not have covered every possible situation but, we can still help! We have a designer in house and can schedule a “one off” project to get you exactly what you need. To request a project, email marketing@cartridgeworld.com for details - please keep in mind that we work with a 2 week turnaround time from the date all details are received.

BRANDING SIMPLIFIED/ THE BASICS

Vehicle Wraps Vehicle wraps are one of the best forms of advertising; continually cited by franchisees as one of the most effective methods of creating awareness in your local market. There are two approved designs for the vehicle wrap: “Brand Basics” & “Environmental”. We have an approved vehicle wrap vendor that can design and install for you. If you would prefer to utilize a local vendor you may do so; all designs must be approved by Marketing prior to execution. To obtain contact info for our approved vendor or to request local vendor creative access, please contact the Marketing Department directly at: marketing@cartridgeworld.com For details regarding copy placement & options please see page 18 in the Technical Guide.

Fixed Signage – Exterior As mentioned earlier in this guide, the standard exterior store sign is a one color yellow logo as seen below. Secondarily, there is a one color black option as well. To learn more about our exterior signage vendor, the standards and options available contact the Operations department directly for guidance.

Cartridge World Operations Department Toll Free 888.99.REFILL

BRANDING SIMPLIFIED/ THE BASICS

TECHNICAL Guide Logo The Cartridge World logo consists of two elements: the illustration of the star and the words Cartridge World. It is critical that these two elements always appear together in both horizontal or vertical orientation. Using the logo correctly means not changing the font, proportions nor the spaces between the logo elements. The ® mark is part of the logo and should always appear in the correct position and proportion as shown below.

Official Cartridge World Horizontal Logo

Official Cartridge World Vertical Logo

Reproducing the Logo The Cartridge World logo is comprised of customized graphics and type. It is required that electronic files or camera-ready art be used for all forms of reproduction. Any attempt to recreate the art, type, or spacing and styling of the logo could result in inconsistencies in reproduction; which would compromise the integrity of the logo. Logo Safe Zone Cartridge World logo has an established safe zone. This safe zone is intended to maintain the logo’s integrity and to avoid visual confusion. No other type or graphic element (including folds, trims or edges) should fall within the safe zone shown. The safe zone on all sides of the logo is equal to the height of the “a” in “Cartridge World” as represented.

TECHNICAL GUIDE

Colors Cartridge World logo colors are black and yellow. Logo reverse options may be used when needed as described below:

Two Color- Logo- This is the preferred CW logo and it is used in all CW collateral including print and electronic applications.

One Color- Logo- This is the black & white logo, and it is mainly used for B&W newspaper ads and on apparel when using a light background.

Two Color- Logo REVERSE- This color reverse is strictly used for exterior store signage black apparel and black promotional items.

One Color- Logo REVERSE- The white reverse is used primarily in apparel and promotional items when applying on a dark (not black) background.

Corporate Colors Pantone速

Cmyk

eB- Safe

Black

TECHNICAL GUIDE

Brand Color Stacking The Cartridge World brand color stacking serves as a unifying element that holds the brand together. The brand color stacking consists of three stripes in blue, yellow and green. Proportions between the stripes are: 2:1 for blue and green (blue is always twice the depth as green) 6:1 for yellow and green (yellow is always six the depth as green) For vertical logo use 12:1 for yellow and green (yellow is twelfth the depth as green) The brand color stacking is a preferred display method but may not be applicable to all mediums.

Do not use on: 1. 2. 3. 4.

Store signage Apparel When space limitation doesnâ&#x20AC;&#x2122;t allow for it to display clearly When logo width is less than one inch

CW Color Stacking

CW Horizontal Logo & Color Stacking

CW Vertical Logo & Color Stacking

CW black and white brand stacking uses black and gray (50% Black) as shown below. This should be used for B&W advertising.

50% Black 100% Black

CW Horizontal Logo & B&W Brand Stacking

TECHNICAL GUIDE

Tagline The CW tagline is: Why pay more to print? This is to be used on marketing and advertising collateral whenever possible. The tagline does not necessarily have to be in the yellow stripe of the color stacking, it could be in the body of the ad, as a headline or a bold ending statement. When using the tagline above the color stacking don’t replicate in the stacking.

logo, Tagline AND Brand Color Stacking The width of the logo is double the thickness of the color stacking and the width of the tagline is 3/4 the width of logo when used in the color stacking.

4/4 3/4

3/4

1/4

The default position for CW logo is on the left side of the color stacking and the tagline is on the right side.

The stacking thickness = X 2X

1.5X

The distance between the logo and left layout edge is equal to the thickness of the blue stripe and it is the same for the tagline and the right layout side. The minimum amount of space between the logo and the tagline is equal to the thickness of the blue stripe, if smaller use the tagline as part of the copy text above the color stacking and centered with the logo and it doesn’t have to be proportionate with the logo width: Stacking thickness = X Blue stripe thickness = Z Z

Distance ≥ z

Centered logo, tagline; Use when the distance between the logo and tagline is smaller than the thickness of the blue stripe

The blue and green stripes should always remain solid — no tagline, web address or any type of text may be displayed there. TECHNICAL GUIDE

Brand Color Stacking and page layout The Cartridge World color stacking can be used on top or bottom of the layout. A simple formula is created to ensure that the right size stacking is used in each layout. The thickness of the color stacking is equal to an eighth (1/8) of the longest dimension in the layout. This proportion is the same whether the longest edge is on the top, bottom, left, or right. And whether the layout orientation is horizontal or vertical.

Longest side = X

X/8

CW Business Direct logo CW Business Direct logo consists of the Cartridge World logo (horizontal or vertical orientation) and the words â&#x20AC;&#x153;Business Directâ&#x20AC;? as illustrated below. The width of the words Business Direct should always match the width of the words Cartridge World. CW Business Direct logo could be used inline with the CW logo against a yellow or white background. The CW Business Direct logo may not be displayed as part of the brand color stacking, as proportions do not apply to display the Business Direct logo clearly.

Business Direct Horizontal Logo

TECHNICAL GUIDE

Business Direct Vertical Logo

Typeface FF Meta OT 2 family is the approved typeface for all CW printed collateral, it consists of MetaOT Normal, MetaOT Normaltalic, MetaOT Medium, MetaOT MediumItalic, MetaOT Black and MetaOT BlackItalic.

MetaOT Normal MetaOT Normalitalic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

MetaOT Meduim MetaOT Meduimitalic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

MetaOT Black MetaOT Blackitalic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 MetaOT Family

The typeface is available for purchase at fontshop.com. When using it make sure that the Open Type Tabularâ&#x20AC;&#x201D;Lining feature is checked, so the numbers are horizontally aligned as displayed on the right.

1234567890 Tabular Lining

1234567890 Non-Tabular Lining

Open Type panel in Adobe Illustrator CS3

Arial is the approved typeface for electronic correspondence, MS office applications like Word and Powerpoint, web applications and emails.

Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Arial Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Arial Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Arial Family

TECHNICAL GUIDE

Vehicle wrap There are two approved designs for the vehicle wrap; “Brand Basics” and “Environmental”. Local vendors may obtain the native files needed to recreate individually. To gain access to the FTP site contact The Marketing Department directly. All designs must be approved by marketing prior to execution. For approval submit your proof to: marketing@cartridgeworld.com.

Brand Basics

Back of the car Environmental

Logo/ phone number proportions: •

•

Vehicle Side The width of the phone number including area code (10 digits and 2 dots) on the vehicle wrap should not exceed 2/3 the width of CW logo. If you are not using the area code (7 digits and 1 dot); use the same rule above and then delete the excess 3 digit area code and dot.

Vehicle side

Without area code With area code

Vehicle back

Without area code With area code

•

Vehicle Back The width of the phone number including area code (10 digits and 2 dots) on the vehicle wrap back should not exceed the full width of CW logo. If you are not using the area code (7 digits and 1 dot); use the same rule above and then delete the excess 3 digit area code and dot.

888.8888 888.888.8888

888.8888 888.888.8888 TECHNICAL GUIDE

Apparel & promotional products Logo color for apparel and promotional items vary depending on the fabric color. The yellow logo (CW -Two Color- Logo REVERSE) should only be used on black fabric. Black logo or white reverse logo could be used based on the background color; black for light backgrounds and white reverse for dark backgrounds. Below are suggested apparel color and logo combinations:

Black Logo, on Yellow Fabric (Preferred)

White Logo on Blue Fabric

Yellow Logo on Black Fabric

Black Logo on White Fabric

White Logo on Gray Fabric

Black Logo on Tan Fabric

Branding... There’s no such thing as an overnight branding success. Brands aren’t born of a Super Bowl ad or a viral video. They’re crafted, over time, via many marketplace touch points. When you develop your brand, you’re strengthening your business. Your brand requires an investment of time, creativity, resources and people. Designed, built and maintained with consistency, dedication and passion, your brand will grow and prosper.

TECHNICAL GUIDE