2
Cartridge World Brand Using the Cartridge World brand consistently will reinforce our marketplace position as the Global Ink & Toner Experts. This booklet is a brief overview of the Cartridge World brand guidelines, illustrating how to apply the visual components of the brand including the correct logo usage, positioning, corporate colors and typeface. Included is a variety of examples of how the brand is used in the real world. We are just beginning to gain awareness of the Cartridge World brand across the world. With commitment and help from franchisees we will collectively build recognition of the Cartridge World brand experience. All franchisees are encouraged to download marketing materials from the Marketing Resource Center (MRC). If you don’t find something you need please contact Marketing at: 510.594.9900 For an electronic version of this document; go to the Marketing Resource Center (MRC) and download a PDF.
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 can not use any Mark in connection with the performance or sale of any unauthorized services or products or at any location or in any other manner not expressly authorized in writing by CWNA.
2009 Corporate Style Guideline; Quick Reference .
3 Cartridge World 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 correrectly means not changing the font, proportions nor the spaces between the logo elements. The 速 mark is part of the logo and should always appear in the correct position and proportion as shown below. CW logo artwork should be obtained by logging on to The Marketing Resource Center (MRC).
Official Cartridge World Horizontal Logo
Official Cartridge World Vertical Logo
Logo Colors Cartridge World logo colors are black and yellow. Logo reverse options may be used when needed as described below:
CW -Two Color- Logo; This is the preferred CW logo and it is used in all CW collateral including print and electronic applications.
. Cartridge World Americas. All rights reserved.
CW -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 like light gray, white, khaki, etc...
CW -Two Color- Logo REVERSE; This color reverse is strictly used for store signage and on apparel.
CW -One Color- Logo REVERSE; The white reverse is used primarily in apparel when applying on a dark background. (See apparel section for more details).
4 Tageline CW new approved tagline: The Global Ink & Toner Experts This is to be used on all marketing and advertising collateral whenever possible.
Color Stacking CW color stacking was introduced to the brand to add consistency and a clean refreshed look. It serves as a unifying element that holds the brand together. CW color stacking consists of three stripes in blue, yellow and green. Proportions between the stripes are:
X
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) CW logo should always be used with the color stacking except for the store signage and apparel.
CW Color Stacking
CW Horizontal Logo & Color Stacking
CW Vertical Logo & Color Stacking 50% Black 100% Black
CW Horizontal Logo & B&W Color Stacking
Corporate Colors pantone速
CMyk
rgB
WeB- safe
Black
2009 Corporate Style Guideline; Quick Reference .
5 Color Stacking and page layout CW 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 dimention 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
Longest side = X
X/8
X/8
Color Stacking and CW logo The default position for CW logo is on the left side of the stacking and the tagline is on the right side. The width of the logo is equal to the width of the tagline and is double the thickness of the color stacking.
The stacking thickness = X 2X
2X
The distance between the logo and left layout edge is equal to the thickness of the blue strip and it is the same for the tagline and the right layout side. The minium amount of space between the logo and the tagline is equal to the thickness of the blue strip, if smaller use the centered stacked logo reversed tagline combination as presented below:
Stacking thickness = X Blue stripe thickness = Z Z
Centered logo, reversed tagline; Use when the distance between the logo and tagline is smaller than the thickness of the blue stripe
. Cartridge World Americas. All rights reserved.
Distance ≼ z
Z
6 CW Business Direct logo CW Business Direct logo consists of the cartridge world logo (horizontal or vertical orientation) and the words Business Direct as illustrated on the right. The width of the words Business Direct should always match the width of the words Cartridge World. CW Business Direct logo is used with the CW color stacking. Same rules for Color Stacking and CW logo apply to Business Direct logo in addition to using white reverse Business Direct words on top of the blue stripe as illustrated below.
Business Direct Vertical Logo
Business Direct Horizontal Logo
CW color stacking & Business Direct Logo
Corporate Typeface FF Meta OT 2 is the approved typeface for all CW printed collateral, the typeface is available for purchase at fontshop.com. When using it make sure that Open Type Tabular—Lining feature is checked, so the numbers are horizontally aligned as displayed on the right.
1234567890 Tabular Lining
FF Meta OT 2 is used in all CW stationery, the artwork (letterhead, business cards, envelopes and email signature) can be downloaded by logging on to The Marketing Resource Center (MRC).
The Global Ink & Toner Experts
Type your Test Here … 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. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Arial is the approved type face for correspondence and MS office applications like Word and PowerPoint. To get the branded MS Word and PowerPoint template log on to the The Marketing Resource Center (MRC).
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. 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.
Verdana is the approved web-safe typeface for web applications, emails and the email signature image. The email signature image can be downloaded by logging on to The Marketing Resource Center (MRC). The Global Ink & Toner Experts www.cartridgeworldusa.com
The Global Ink & Toner Experts
Name of Person Title ���� Name of Street City, CA �����
Name of Person Job Title
���� Hollis Street Emeryville, CA �����
Phone: ��� ��� ���� Fax: ��� ��� ����
Phone: ��� ��� ���� Cell: ��� ��� ���� Toll Free: �.���.���.���� Fax: ��� ��� ����
MS Word Template
jsmith@cartridgeworld.com
www.cartridgeworldusa.com
Business Card
Email Signature
Letterhead
PowerPoint Template
Vehicle wrap Contact marketing for the approved vehicle wrap designs, vendors and how to guide.
2009 Corporate Style Guideline; Quick Reference .
7 Apparel Logo color for apparel varies 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
White Logo on Gray Fabric
Black Logo on White Fabric
Black Logo on Tan Fabric
NO longer approved Cartridge World brand elements Below are former CW Brand elements that are no longer in use
Yellow Logo on Blue background
Diamond Shape Logo
. Cartridge World Americas. All rights reserved.
Blue Logo on Yellow background
Yellow Arrow around a Blue star
CW Layout Curve (Replaced by CW color stacking)
Mission Statement We will be the world’s leading retailer of replacement and refilled ink & toner cartridges, placing consumer solutions within 3 hours of any printer in the world.
Cartridge World Americas 6460 Hollis Street Emeryville, CA 94608