colfax FLUID HANDLING brand guidelines MARCH 2012
SECTION I: COLFAX FLUID HANDLING BRAND OVERVIEW
cOMMUNICATING OUR BRAND: Colfax Fluid Handling is committed to communicating a strong and consistent brand message to both external and internal audiences. Our communications will be built on key messages including our thorough understanding of our customer, extensive industry experience and product and service reliability. These brand guidelines will help us achieve a cohesive look and feel throughout all Colfax Fluid Handling communications.
The brand guidelines should be used as a reference tool for anyone who creates marketing and communications materials.
OUR MISSION: Colfax Fluid Handling delivers piece-of-mind by working closely with our customers to find the best technical solution for even their most significant fluid handling challenges. By building solutions on a deep base of application expertise, Colfax Fluid Handling delivers value-based product and systems for critical applications where reliable performance is essential and failure not an option.
our VALUE PROPOSITION: Colfax Fluid Handlingâ€™s comprehensive portfolio of products and services and deep base of application expertise ensure that we can deliver solutions that provide the highest levels
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OUR PROMISE TO OUR CUSTOMERS: Colfax Fluid Handling makes the following promises to its customers: •
You can always talk to someone who knows about your business and can help with your application.
You can expect global service and trust that we will be there for the long haul. You will receive solutions that consider your application as a whole, looking beyond the actual hardware specifications to determine what’s best for your specific requirements.
You can expect us to help you find ways to increase your overall operation’s efficiency, productivity and profitability.
You will receive efficient solutions that provide the lowest total cost-of-ownership.
our BRAND PERSONALITY: Dependable. Customer-Centric. Experienced. Innovative. Empathetic. Solution-oriented. Trustworthy.
tone: Messaging from Colfax Fluid Handling should employ the tone of an experienced advisor who cares deeply about the customersâ€™ pain points. We must convey that we work hard to understand our customerâ€™s challenges and strive to find the best solutions for their specific application requirements. We must come across as a confident, value-based partner who cares about the total cost of ownership rather than a cookie-cutter supplier who provides a lower cost option that can actually cost more over the long haul. Consistency in our tone helps strengthen our brand, and keeps it unified and trustworthy.
OUR BRAND EXPERIENCE: Working with Colfax Fluid Handling should elicit an emotional response in our customers. A customer describing their ultimate experience could read as follows: “When interacting and working with Colfax Fluid Handling I feel as if I am talking to a trusted advisor – someone who is a partner to my success. Knowing they have years of experience and a full team behind each decision, gives me confidence that they are making the best decision for my application. I feel certain that I am paying a fair price and receiving excellent value that goes far beyond just the pump and related hardware.” By following these guidelines, you’re helping create a consistent brand experience for customers and reinforcing what separates Colfax Fluid Handling from the competition.
SECTION II: BRAND ARCHITECTURE
COLFAX FLUID HANDLING BRAND STRUCTURE: Colfax Fluid Handling is the dominant brand moving forward in our communications. It is the brand we want to associate with value creation for our customers; rather than the individual products and services that we offer. This brand represents the “team” for which we all play and should stand for excellent products, outstanding solutions and unparalleled service.
A NEW ARCHITECTURE: Historically, Colfax Fluid Handling has gone to market as a collection of independent product brands serving a wide variety of industries. Today we have a new direction and a stronger focus as an application solution provider for five specific target markets.
OIL & GAS
POWER & INDUSTRY
ALLWEILER® HOUTTUIN™ IMO® TUSHACO®
ALLWEILER® IMO® TUSHACO® WARREN®
ALLWEILER® HOUTTUIN™ IMO® ROSSCOR WARREN®
ALLWEILER® HOUTTUIN™ IMO® WARREN®
TOTAL LUBRICATION MANAGEMENT
INDUSTRY SEGMENTS: Colfax Fluid Handling is our “brand,” and our industry segments are the “markets” in which we compete: Commercial Marine; Defense; Oil & Gas; Power & Industry; Total Lubrication Management. These markets are where our experience lies, where we expertly serve and where Colfax Fluid Handling has proven technologies to meet the needs of our customers.
OIL & GAS
POWER & INDUSTRY
TOTAL LUBRICATION MANAGEMENT
From a communications standpoint, no market should rise above the Colfax Fluid Handling brand. Within a specific market, say Oil & Gas, we are all employees of Colfax Fluid Handling first, then the Oil & Gas market.
PRODUCT AND SERVICE LINES: As we focus on attaching value to the Colfax Fluid Handling brand, the role of specific products and service offerings needs to be one of supporting that overarching brand. Today we want to leverage the equity of our strong product and service brands into a singular and coherent brand architecture that brings more value to our targeted customers. Accordingly, product lines and services (Allweiler, Rosscor, COT-Puritech, etc.) are referred to in text only, and not in logo form. For example, it is perfectly acceptable to use Allweiler and Imo as great examples of valued product lines offered by Colfax Fluid Handling. It is not permissible to use old Allweiler and Imo logos as all logos outside of the new Colfax Fluid Handling logo are being retired. Similarly, creating literature about an Allweiler or Imo line of products will be replaced by the creation of a Colfax Fluid Handling brochure featuring those product lines.
ALLWEILER® COT-PURITECH HOUTTUIN™ IMO® LSC
SECTION III: IDENTITY GUIDELINES
LOGO: excellent products, outstanding solutions and unparalleled service. The new Colfax Fluid Handling logo, reflective of the new Colfax Corporation logo, is representative of the company’s vision moving forward: It is strong, bold and direct. It is designed to feel modern yet timeless. The logo font is Eurostile, with some proprietary modifications. The font has clean edges and laser cuts, representing an engineered form of precision and accuracy.
Fluid Handling – The font used for “Fluid Handling” is more refined than the logo type, leading to a contrast in styles for enhanced readability. The size and placement of the type symbolizes that we’re part of Colfax as a whole, but operate as an organization with its own identity.
Modifications to letters in the logo stand as follows:
The chiseled “c” reflects a draftsman’s 45° angle – it has an engineering heritage.
The font offers a mix of 90° hard edges and soft-rounded corners, reflecting the industrial landscape of the Colfax fluid handling customers.
The diamond in the X marks the intersection where clients and Colfax Fluid Handling come together. Where products and services create solutions. This diamond will become a central, distinguishing metaphor for the brand.
The logo logo guidelines
The logo chosen to represent Colfax Fluid Handling is a proprietary font with a diamond color field in the “X”. The logo represents Colfax Fluid Handling both internally and to our customers. No other symbols or font treatments should be used to represent individuals or programs. Reversed
The Colfax Fluid Handling logo should always be
reproduced in a spot of PMS 306 or a 4c build of the silver and black. The full expression of the Colfax Fluid Handling logo must appear once on any document. The preferred logo use is the
M: Y: K:
positive format. A reversed out logo is also available when the logo prints out of a black color field. It must be prominently displayed on all visual media communications.
Minimum: 1.25 base width Colfax corporate / investor logo
Clear Space To create maximum impact, keep the space around the logo free from other text and graphics. The distance between the Colfax Fluid Handling logo and other visual elements must be at least the distance of X (X being the cap X height of the Colfax Fluid Handling typog¬raphy). This is a minimum for clear space. Whenever possible, additional clear space is recommended.
X is the cap X height of the Colfax Fluid Handling typography
color Palette Primary Colors
The primary color palette for Colfax
The secondary palette of colors can be used to visually enhance Colfax Fluid Handling collat-
Fluid Handling is black, gray and blue.
eral materials, presentations, giveaways, etc. Secondary color palette details are as follows:
PMS, CMYK and RGB values of each are noted below.
C M Y K
100 100 100 100
12 6 5 12
79 0 6 5
C M Y K
51 5 98 23
0 48 100 0
56 0 25 0
0 26 100 0
0 86 80 0
R G B
0 0 0
197 203 209
0 176 218
R G B
110 153 52
248 151 29
103 200 199
254 192 15
240 76 62
typography TYPe usage To complement the proprietary font of the logo, Colfax Fluid Handling’s approved headline font is News Gothic BT Bold Condensed. For body copy, use Univers 55 Roman. This type treatment should be used in letter copy, emails, etc. The default fonts include Verdana Bold for headers, condensed 90% and tracked 10; Verdana Roman for body copy.
HEADLINES News Gothic BT – Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() HEADLINES Franklin Gothic Condensed 95% Tracking 35
ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() body copy Univers 55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() body copy Verdana Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
communications BUSINESS CARDS Colfax Fluid Handling has an entirely new identity
® ® ALLWEILER ALLWEILER
COT-PURITECH COT-PURITECH HOUTTUIN™ HOUTTUIN™ ® ® IMO IMO ® ® ALLWEILER ALLWEILER LSC LSC COT-PURITECH COT-PURITECH ROSSCOR ROSSCOR HOUTTUIN™ HOUTTUIN™ ® ® TUSHACO TUSHACO ® ® IMO IMO ® WARREN ® WARRENLSC LSC
William WilliamRoller RollerExecutive ExecutiveVice VicePresident President Colfax ColfaxFluid FluidHandling Handling email@example.com firstname.lastname@example.org 1710 Airport Road 1710 Airport Road William Vice President WilliamRoller RollerExecutive Executive Vice President Monroe, NC 28110 Monroe, NC 28110 Colfax Fluid Colfax FluidHandling Handling
® WARREN ® WARREN
Product Listing: Franklin Gothic BT condensed Tracking 25 5.75 pt Listing: Product 11.5 leading Franklin Gothic BT condensed Tracking 25 5.75 pt 11.5 leading
ALLWEILER® HOUTTUIN™ IMO® ROSSCOR ALLWEILER® WARREN® HOUTTUIN™ IMO® ROSSCOR WARREN®
every communication touchpoint is an opportunity to make an impression and solidify the brand, consistency amongst all pieces is crucial.
O x102511 O 704.289.6511 704.289.6511 x102511 DD704.907.9701 704.907.9701 email@example.com firstname.lastname@example.org
1710 Airport colfaxcorp.com 1710 AirportRoad Road colfaxcorp.com Monroe, Monroe,NC NC28110 28110
ROSSCOR ROSSCOR ® ® TUSHACO TUSHACO
package to solidify its vision moving forward. Since
O O 704.289.6511 704.289.6511x102511 x102511 DD704.907.9701 704.907.9701 First Name, Last: Franklin Gothic BT Roman Tracking 25 7.75 First pt Name, Last: 11 leading Franklin Gothic BT Roman Tracking 25 7.75 pt 11 leading
colfaxcorp.com colfaxcorp.com Corporate Title: Verdana Regular Tracking 0 7.5 pt 11 leading Title: Corporate Verdana Regular Tracking 0 7.5 pt 11 leading
Dennis Hanson Vice President Oil & Gas email@example.com 1710Vice Airport Road Dennis Hanson President Monroe, NC Oil 28110 & Gas O 704.289.6511 x102426 D 704.XXX.XXXX firstname.lastname@example.org 1710 Airport Road colfaxcorp.com Monroe, NC 28110 O 704.289.6511 x102426 D 704.XXX.XXXX Address Lines: URL: colfaxcorp.com Verdana Verdana BD Tracking 0 Tracking 0 7.5 pt 7.5 pt 10 leading 10 leading Address Lines: URL: Verdana Verdana BD Tracking 0 Tracking 0 7.5 pt 7.5 pt 10 leading 10 leading
Segment Identifier: Franklin Gothic BT Roman Tracking 25 7.75 pt Identifier: Segment 11 leading Franklin Gothic BT Roman Tracking 25 7.75 pt 11 leading
communications Name: Verdana Bold, 12pt Tracking 25 Black
Telephone Indicator: Verdana Bold, 12pt PMS 306
Segment Identifier: Verdana Bold, 12pt Tracking 25 Black
Title, Address, Phone: Verdana, 12pt Tracking 25 Black
William Roller Executive Vice President 1710 Airport Road Monroe, NC 28110 t: 704.289.6511 x102511 Colfax Fluid Handling colfaxcorp.com
URL: Verdana Bold, 12pt Tracking 25 PMS 306
The Colfax Fluid Handling email signature is another opportunity to strengthen brand identity and ensure we are consistent throughout the organization. The signature can be applied to all Colfax Fluid Handling email accounts through the IT Department.
presentations Powerpoint Template Ensuring that the Colfax Fluid Handling brand remains consistent and prominent during presentations can be achieved by TRANSITIONAL SLIDE
using the new Power Point template, for both internal and external audiences.
PRESENTATIONPrepared DESCRIPTION/TITLE by Prepared by William Roller Executive Vice President March 7, 2012 2
• First line, 24pt
– Second line, 20pt • Third line, 18pt – Fourth line, 16pt
Charts and Graphics
excellent products, outstanding solutions and
unparalleled service. It is imperative that all Colfax Fluid Handling communications materials now employ the new brand. Consistent materials strengthen our brand position and solidify the change, both internally and externally. Files for Colfax Fluid Handling communications materials can be found online:
Business Cards: www.enterwebaddresshere.com
Email Signature: www.enterwebaddresshere.com
PowerPoint Template: www.enterwebaddresshere.com