Conger LP Gas Brand Book 2016

C

ONGER LP GAS FUELING LIFE

BRAND GUIDELINES

CONTENTS

Why Have Brand Standards?

3

OUR BRAND History Values Mission Vision Promise

4 5 6 7 8

BRAND GUIDELINES Logo + Tagline Logo Usage Color Palette Typography Brand Voice Brand Imagery Photography Style Graphic Elements

10 13 16 17 18 19 20 23

CORPORATE IDENTITY Business Cards Letterhead Other Materials Social Media Website Vehicles

24 25 26 28 30 32

Glossary

34 1

2

WHY HAVE BRAND STANDARDS?

The Conger LP Gas brand represents our history, our people, our commitment to our customers and our vision for the future. Our brand is a living, breathing entity that needs to be actively managed and maintained to ensure its quality, consistency, efficiency and cost effectiveness.

Building a strong brand is about creating a consistent, memorable experience at every touchpoint for our customers and employees. Brand standards provide a framework for extending the brand in a controlled and deliberate way, The Conger LP Gas brand look and feel is a specially developed system of visual and verbal communication elements that express the unique qualities of our brand. By applying the brand look and feel in a cohesive manner, the brand’s distinctive character comes alive in every piece of communication.

Everyone in the organization is responsible for infusing the brand into everything they do. By properly managing our brand, we will continue to build recognition and awareness for Conger LP Gas as the leading propane company that’s fueling life in Southern Georgia and beyond.

3

OUR HISTORY

On July 1, 1989, Perry and Dolores Conger started Conger LP Gas, Inc. They had no previous experience in the propane business, but believed that if they worked hard and treated their customers fairly, their locally owned business would succeed. Along the way, friends and acquaintances became shareholders, and Conger LP Gas acquired other local businesses to expand the reach of the service-oriented company.

Now, over 25 years later, Conger LP Gas serves more than 7,000 residential, commercial and agricultural customers out of three regional offices in 28 counties in South Georgia.

We are still proud to be locally owned and to share those same values of honesty, respect and fairness that were part of the original vision. Conger LP Gas is dedicated to serving our neighbors and fueling lives for years to come.

4

OUR C OR E VA LU E S

Friendly

Reliable

Respectful

Readily Available

Empathetic

Detail Oriented

5

OUR MISSION Our mission is to continually provide superior service and excellent products along with clear, informative communication so that we can positively impact the lives of our customers, our employees and our communities.

6

OUR VISION Our vision is to improve the lives of our customers, employees and communities with every interaction, every day.

7

OUR PROMISE Let Conger LP Gas make your life more comfortable, efficient and enjoyable with the best in propane and LP gas products and services.

8

9

OUR LOGO + TAGLINE

FUELING LIFE

CONGER FUELING LIFE

LP

GAS

Taglines are the promise that a brand makes to its audience. Each one is designed to sum up the essence of the company in a quick, memorable way.

The Conger LP Gas tagline elevates propane and LP gas from a product to an integral part of today’s lifestyle. From gas grills to tankless water heaters to autogas-supplied school buses, propane makes a difference to everyday life.

For our customers, it’s a positive affirmation that Conger LP Gas helps them live a better life with clean, affordable, accessible energy.

For our employees, it is the embodiment of helping every customer get the most out of whatever propane service, product or solution they need.

TAGLINE USE The tagline should not be used as a marketing headline or subhead, but rather as a part of the logo and/or as a “signature” line at the end of an ad, on a t-shirt or the back of a brochure.

10

FULL-COLOR LOGO

C

ONGER LP GAS FUELING LIFE

11

ONE-COLOR LOGOS

C

ONGER LP GAS

12

FUELING LIFE

LOGO USAGE

Never use anything but the approved and provided Conger LP Gas logo.

Never place a drop shadow behind the logo.

Never print on top of the logo.

Never reproduce the logo in colors other than those in this style guide.

Never put a stroke around the logo.

Never stretch or alter the logo’s proportions.

Maintain clear space around the logo.

13

LOGO USAGE

CLEAR SPACE

CONGER FUELING LIFE

LP

Clear space should be maintained around the logo at all times, except for three specific design treatments that are approved to use. Specific instructions are listed on the following page.

GAS S

CONGER

The clear space around the logo should be the size of the “O” in the logo all the way around.

DESIGN 1

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DESIGN 2

DESIGN 3

LOGO USAGE

CLEAR SPACE (CONTINUED) The only time it is acceptable to break the clear space rule is when using Design 1, Design 2 or Design 3. These designs incorporate the red bar, blue bar and light blue bar.

THE RED BAR

THE BLUE BAR

The red bar can extend from the “C” with curving clear space between. It should be as wide as the inside of the “C”. It can extend to the bottom of the page, the top or both. It is intended to bleed off the page.

The blue bar can extend after the word “GAS.” The bar should be the exact same height as the “Fueling Life” bar in the logo.

THE LIGHT BLUE BAR The light blue bar can extend after the entire logo for purposes such as the newseletter or email templates.

The light blue bar should start at the top of the logo and extend to the base of the letters in “Conger.” It must be used in conjunction with the blue bar.

Please maintain the clear space as indicated here.

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COLOR PALETTE

PANTONE 2758 C C:100 M:99 Y:29 K:18 R:42 G:40 B:102 #000066

16

PANTONE 7620 C C:16 M:100 Y:95 K:5 R:197 G:33 B:43 #CC3333

PANTONE 660 C C:76 M:49 Y:0 K:0 R:69 G:121 B:189 #477ABB

TYPOGRAPHY

FOR PRINT - USE REPLICA

FOR WEB - USE AMIKO

REPLICA BOLD - ALL CAPS

Amiko Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 12345678910,.;:?!

Replica Bold abcdefghijklmnopqrstuvwxyz 12345678910,.;:?!

abcdefghijklmnopqrstuvwxyz 12345678910,.;:?!

Amiko Bold

abcdefghijklmnopqrstuvwxyz 12345678910,.;:?!

Replica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 12345678910,.;:?!

Replica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 12345678910,.;:?!

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BRAND VOICE

Conger LP Gas should bring to mind a friend who is knowledgeable and wants to share what they know.

The Conger LP Gas voice and tone in marketing copy and web content is friendly and approachable. The language should keep the brand in mind at all times and explain information in a clear, professional manner.

18

BRAND IMAGERY

Our images should tell stories of everyday life through the eyes of Conger LP Gas. Lifestyle images should feature Conger’s customers enjoying the products and/or services provided by Conger LP Gas. Company images should feature Conger’s employees enjoying their jobs and lives in everyday ways.

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PHOTOGRAPHY STYLE

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When selecting and creating images for use in Conger LP Gas communications, consider these points: Celebrate life with Conger LP Gas in a natural, unposed way Candid images of people enjoying positive and emotional moments made possible by Conger LP Gas To better suggest these everyday moments, models should not interact directly with the camera Create movement and energy Utilize natural lighting Product photography should demonstrate Conger LP Gas offerings in their environment All images should be clean, well composed and appear naturally lit Reinforce the Conger LP Gas brand with a conspicuous use of blue, red and white accents (uniforms, accessories, house decor, props, etc.)

21

PHOTOGRAPHY STYLE

EMPLOYEE HEADSHOTS To keep employee headshots consistent, friendly and contemporary, shoot them outdoors in natural light with some greenery behind them.

Employees should wear Conger LP Gas branded apparel.

Keep the shots feeling natural and not posed.

22

GRAPHIC ELEMENTS

ICONS Simple one-color graphic icons within our color palette can be used to help accentuate information.

OVERLAPPING BARS Elongated bars that bleed from edge to edge can be used as a graphic element.

GRAPHIC FLAME The flame from our logo can be used to represent Conger LP Gas as an icon.

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BUSINESS CARDS

SHERYL NEWBERN Accounting Manager sherylnewbern@congerlapgas.com Office: 229-386-5574 After Hours: 1-866-646-4638

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CONGERLPGAS.COM

427 W. 7th Street | P.O. Box 7644 | Tifton, GA 31793

(front)

(back)

LETTERHEADS

CONGERLPGAS.COM

2840 Highway 82W Sylvester, GA 31791

427 W. 7th Street P.O. Box 7644 Tifton, GA 31793

604-B North Broadfoot Blvd.

Vidalia, GA 30474

Phone: 229.776.7336

Phone: 229.386.5574

Phone: 912.537.8722

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OTHER MATERIALS

EMAIL SIGNATURE

Sheryl Newbern Accounting Manager Sherylnewbern@congerlpgas.com Phone: 229.386.5574 After Hours: 1.866.646.4638 www.CongerLPgas.com

NEWSLETTER

26

FOLDER

27

SOCIAL MEDIA COVER PHOTOS + ICONS

28

29

WEBSITE

30

31

VEHICLES

32

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GLOSSARY CMYK Stands for “Cyan Magenta Yellow Black.” These are the four basic colors used for printing color images, also known as “four color” or “process color.” The iles labeled as CMYK are for use in printed materials (brochures, publications, etc.).

EPS Stands for “Encapsulated Postscript.”

EPS image iles are “vector” format, which means that they can be scaled up indeinitely without ever becoming blurry or pixelated. EPS iles are to be used in print documents (CMYK, PMS), signage, apparel and anything that calls for a high-resolution logo.

EPS iles may be used in some electronic media, such as PowerPoint and Keynote.

JPEG An acronym for joint photographic experts group. JPEGs are common image iles and are most appropriate for use on the web. They cannot be scaled up – only scaled down. JPEGs are for electronic use only – web, PowerPoint,email, etc. (RGB).

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PMS (A.K.A. PANTONE) Stands for “Pantone Matching System,” a popular color matching system used by the printing industry to accurately print colors.

The system allows users to specify colors by indicating the Pantone name or number to ensure greater accuracy. Files labeled as PMS are for use on materials that are produced using spot colors, such as apparel, signage, etc.

PNG Stands for “Portable Network Graphics.” PNG iles are for web/ electronic use only. Like JPEGs, they cannot be scaled up – only scaled down. They difer from JPEGs in that they allow for a transparent background. PNG versions of the logo are for electronic use when a transparent background is desired.

RGB Stands for red, green and blue, and is the color model used in all computer monitors and electronic media. Files labeled as RGB are for electronic use only – web, PowerPoint, email, etc.

AI AI is a ile extension for a vector graphics ile format created in an Adobe Illustrator.

Adobe Illustrator is a graphic design program used to create vector art and original logos. Files labeled .ai are the original Illustrator iles.

PSD A .PSD ile is a layered image ile used in Adobe PhotoShop. PSD, which stands for Photoshop Document, is the default format that Photoshop uses for saving data. PSD is a proprietary ile that allows the user to work with the individual layers of an image even after the ile has been saved. PSD iles are considering “working” iles.

PDF Stands for “Portable Document Format.”

PDF is a multi-platform ile format developed by Adobe Systems. A PDF is a ile format that has captured all the elements of a printed document as an electronic image that you can view, navigate, print, or forward to someone else. PDF iles are created using Adobe Acrobat, Acrobat Capture, or similar products.