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ESTES CORPORATE STYLE GUIDE
TABLE OF CONTENTS OUR STORY ....................................................................................... Page 3 OUR CORE COLORS .......................................................................... Page 4 ESTES MARKS ................................................................................... Page 5 OUR WORDMARK .............................................................................. Page 6 OUR LOGOMARK .............................................................................. Page 8 OUR COMBINED LOGO AND WORDMARK ................................... Page 10 BRAND EXPRESSIONS .................................................................... Page 11 PHOTOGRAPHY AND IMAGES ....................................................... Page 12 TYPOGRAPHY .................................................................................. Page 13 CONTACT .......................................................................................... Page 15 2
OUR STORY VOICE AND STYLE •
We are straightforward. We speak in simple, uncomplicated language that ensures our message is clear, easy to understand, and accessible to all (even those with busy schedules and limited time). We use active voice, and avoid slang, technical speak, and whimsical or hyperbolic language. While we can be clever and witty, we are not irreverent.
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We are genuine. We care about our customers, and speak to them in a way that makes it clear that we value them and the relationship we’ve built. We incorporate many interpersonal words and phrases into our messaging (such as “together,” “partnership,” “help”) to build connections that encourage dialogue and reinforce the value we place on trust and relationships.
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We are helpful. We understand the challenges today’s LTL shippers face and take a proactive approach to communicating with them about their unique needs. We speak in supportive, solution-oriented language that demonstrates our ability to relate to our customers’ challenges, as well as our willingness to help.
TONE OF VOICE Estes’ tone is conversational. We use direct, second-person pronouns (such as “you”) to make our customers feel as if we’re speaking directly to them. We avoid complicated “corporate-speak” and “technical jargon” in favor of simple, straightforward phrases that evoke the feeling of a more casual, friendly two-way conversation.
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OUR CORE COLORS Our core colors are an important cornerstone of our brand. Our colors are bold, bright, and eye-catching on the road, in print, and on the screen. It is important that the integrity of our colors is maintained, so our materials are consistent and instantly recognizable.
Our brand colors:
Estes Yellow
Estes Red
Black
Estes Grey
Pantone 116 C
Pantone 485 C
Pantone Black
Pantone Cool Gray 11
CMYK C=0 M=16 Y=100 K=0 RGB R=255 G=205 B=0
CMYK C=6 M=98 Y=100 K=100 RGB R=218 G=41 B=28
CMYK C=63 M=62 Y=59 K=94 RGB R=45 G=41 B=38
CMYK C=44 M=34 Y=22 K=77 RGB R=83 G=86 B=90 *Use Rich Black for printing when you need a dense, dark color effect
Our complementary colors:
Pantone 2473 C
Pantone Cool Gray 3
Pantone 535 C
CMYK C=17 M=20 Y=16 K=3 RGB R=195 G=183 B=188
CMYK C=8 M=5 Y=7 K=16 RGB R=200 G=201 B=199
CMYK C=43 M=25 Y=3 K=8 RGB R=142 G=159 B=188
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ESTES MARKS Estes has three distinct marks: the wordmark, the logomark, and the combined logo and wordmark banner. It’s important to understand which to use for different scenarios. On the next few pages, you’ll find variations and standards for each. Using the Estes marks: Estes employees, vendors, contractors, customers, competitors, media, and the general public should not use these marks without Estes’ permission. You must get approval from the Marketing department when attempting to use the Estes logo for any project. This can include anything from our logo appearing on an industry website to its reproduction on a promotional t-shirt.
Wordmark
We reserve the right to refuse permission to use Estes trademarks. And in cases where our logos are being used or copied without permission, or when there’s a misuse of an Estes trademark, we will use legal means to stop it. Asking permission is the best way to avoid such actions. The Marketing department also assists in making sure our marks are used correctly, appropriately, and clearly. You can request a logo, wordmark, or other brand assets by emailing Marketing@estes-express.com. Proper use of the logo requires a logo agreement to be signed by both parties. Please allow up to two weeks for this process.
Logomark
Logo and Wordmark Banner Note: Estes keeps numerous registrations of trademarks and service marks with the United States Patent and Trademark Office (USPTO) to secure, maintain, and protect its marketplace identity. Marks carrying a registration symbol (®) indicate that Estes has obtained its full registration. Marks carrying a trademark symbol (™ ) indicate that we’ve submitted a registration that’s pending, but the USPTO hasn’t yet granted it.
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OUR WORDMARK What’s in a name? Ethical and honest, with over 90-years of freight shipping expertise, Estes has worked through the decades to build a reputation for reliability, exceptional service, and a willingness to go the extra mile for our customers. Our name is our pledge, which is why the Estes wordmark is the primary mark in most cases. The wordmark should always appear crisp, undistorted, and unobscured. The wordmark should never be recreated with another font, redrawn, or traced. A registration mark should always appear alongside the wordmark in this position. The wordmark should always be given space on all sides equal to half the height of the logo. (For example, if your wordmark measures 1.5 in x 2.8 in, the space around the logo should equal to .75 in).
The wordmark is most often displayed in Pantone 116C or Pantone 115U. An outlined version for lighter backgrounds is available, as are versions for digital publication.
A registration mark should always appear alongside the wordmark in this position.
The wordmark should always be given space on all sides equal to half the height of the logo. (For example, if your wordmark measures 1.5 in x 2.8 in, the space around the logo should equal to .75 in). USPTO Registered Service Mark Registration: #3003688
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OUR WORDMARK Usage: The wordmark can be used in print, digitally, on promotional items, as signage, or in video formats. All uses must be approved by the Marketing department, and all outside partners must sign a logo agreement prior to use. The wordmark can be used as a watermark on Estes materials, provided the entire logo appears at the same opacity. The wordmark is available in the following variations for Pantone, CMYK, and RGB color spaces:
Outlined
Black
White
Estes
Incorrect wordmark uses: •
Do not stretch the wordmark
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Do not recreate the wordmark using other fonts or effects
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Do not recolor the wordmark
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Do not obscure the wordmark
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Do not use the wordmark as part of a sentence
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Do not reposition or remove* the registration mark
Watermark
DO NOT stretch the wordmark
®
DO NOT recreate the wordmark using other fonts or effects
DO NOT recolor the wordmark
keeps freight moving
DO NOT obscure the wordmark
DO NOT use the wordmark as part of a sentence
*Sometimes the wordmark will appear without the registration mark when the printing process cannot accommodate the mark’s size. These versions can only be used with special permission from the Marketing department.
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OUR LOGOMARK The Estes logomark—also known as the Powerball—is a stylized “E” embedded in a banded circle. Both components have a strong dimensional effect that reinforces Estes’ identification in the industry. The logomark also appears on all Estes equipment, such as the thousands of trailers that transport our customers’ freight each day.
The logo is created with Pantone Black, 116 C, and 485C.
The “E” and circle will always appear together. The logo is created with Pantone Black, 116 C, and 485C. In cases where beveling is not possible to reproduce, a flat version of the logo is available. The registration mark must be displayed alongside the logo in this exact position. An outline version is available for display on dark backgrounds. The logomark should always be given space on all sides equal to a quarter of the logo’s height. (For example: a 100px x 100px logo should be given 25px of space on all sides) The logo should always appear crisp, undistorted, and unobscured. The wordmark should never be recolored, redrawn, or traced. Usage: The logo can be used in print, digitally, on promotional items, as signage, on trucks, or in video formats. All uses must be approved by the Marketing department, and all outside partners must sign a logo agreement prior to use. The registration mark must be displayed alongside the logo in this exact position.
The logomark should always be given space on all sides equal to a quarter of the logo’s height. USPTO Registered Service Mark Registration: #2671659
(For example: a 100px x 100px logo should be given 25px of space on all sides)
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OUR LOGOMARK The logo is available in the following variations:
Default
Flat
(For use when beveling is not possible)
Outline
(For use on dark backgrounds)
Grayscale
(For use in black and white publications)
Monotone
(For when a one-color logo is required)
Incorrect wordmark uses: •
Do not stretch the wordmark
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Do not recolor the logo
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Do not redraw or apply additional effects to the logo
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Do not obscure the logo
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Do not use the logo as part of a
DO NOT stretch the logo
DO NOT recolor the logo
DO NOT redraw or apply additional effects to the logo
sentence •
Do not reposition or remove* the registration mark
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STES delivers DO NOT obscure the logo
DO NOT use the logo as part of a sentence
OUR COMBINED LOGO AND WORDMARK Used exclusively for Estes tractors and trailers, this version incorporates both the wordmark and the logomark. The stylized “E” and the name must appear clear, crisp, and undistorted. The combined logo and wordmark banner should never be traced or redrawn for reproduction. Usage: The logo can be used on trucks, or on uniforms. All uses must be approved by the Marketing department.
Incorrect wordmark uses: •
Do not use in place of the original wordmark
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Do not stretch the banner
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Do not recolor the banner
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Do not separate the logo from the wordmark banner (use either the wordmark or logo alone)
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Do not redraw or apply effects to the banner
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Do not obscure the logo
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Do not use the logo as part of a sentence
DO NOT stretch the banner
DO NOT recolor the banner
DO NOT redraw or apply additional effects to the banner
Delivers. DO NOT obscure the banner
DO NOT use the banner as part of a sentence
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BRAND EXPRESSIONS In addition to our main brand elements, we also have textures, vector graphics, and icons we can use to support our brand. Below you will find a selection of these brand elements. These files can be shared on a case-by-case basis by emailing us at Marketing@estes-express.com.
Textures and Surfaces: Tire treads
Maps
Asphalt
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PHOTOGRAPHY AND IMAGES We use photography to illustrate our commitment to our customers, and to reflect the value our customers already believe we bring to this industry. When choosing photography for public-facing materials, we place great emphasis on: • Compelling, people-centric images: We use images that introduce a more human element to our work, showcase the dedicated employees who take care of our customers every day, and help tell the story that our people are making a difference. • Clean, modern technology images: We use images that illustrate and highlight the many ways Estes is investing in technology and equipment to make freight shipping easier for our customers. • Photography of our assets: We use images that showcase our robust fleet and vast terminal network to tell the story that we can deliver a customers’ freight wherever it needs to go, whenever it needs to get there. As with our brand expression textures and surfaces, Estes maintains a library of relevant photos and images for nearly any internal or external-facing media. Speak with your Marketing department contact to begin exploring the possibilities.
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TYPOGRAPHY EXTENSIVE COVERAGE
Consistency and clarity are key in our communications, with this in mind, Univers is our preferred type family. Below are some examples of how Univers can be used to create hierarchy in Estes communications.
HEADER Subhead Body
COVERAGE YOU CAN COUNT ON Stress-free Guaranteed shipping throughout the continental U.S. and Canada When you need to make an urgent freight shipment, Estes has you covered. Backed by the power of our robust fleet and vast terminal network, Estes offers the most Time Critical Guaranteed delivery options in the industry, including:
» Guaranteed delivery by 5:00p.m.
to virtually all our daily direct points within the continental U.S. In instances where users do not have a Univers license, Arial may be used instead. Arial is also the preferred typeface for online communications. » Guaranteed by 5:00p.m. coverage throughout Canada HEADER Subhead Body
» Guaranteed delivery bySUPPORT noon and ROUND-THE-CLOCK 10:00a.m. in many areas throughout Your peace of mind is our priority the continental U.S. and Canada
At Estes, we’re committed to taking care of our customers every step of the way. That’s why we offer some of the best dedicated Customer Care in the industry, and comprehensive Guaranteed benefits that make it even easier to ship with us:
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TYPOGRAPHY AP Style Writing We follow AP style guidelines for our written content. Contact your Marketing department with any questions about writing. SOME NOTABLE EXCEPTIONS INCLUDE: • Use of serial commas • Most words capitalized in headlines • Post Office-style state abbreviations • Estes-specific terms • Industry-specific terms
Hyphenated Words The goal is to avoid over-hyphenating content. However, hyphens can help clarify the writer’s intended message and prevent confusion for the reader. Examples include re-sign instead of resign and pre-empt rather than preempt. Other hyphen use (or non-use) examples include: • long haul • line-haul • “-ly” words not hyphenated • email • transborder, but cross border and cross-border procedures • prequalify, not pre-qualify • reorder, not re-order • handheld 14
CONTACT Contact Marketing for More Information: Estes Corporate Office 3901 West Broad Street Richmond, VA 23230 Email: Marketing@estes-express.com
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