BRAND GUIDELINES 2016 TABLE OF CONTENTS
2 OUR CODE
3 THE CRAIN BRAND
6 BRAND IDENTITY
- Logo treatment - Corporate colors & type - Corporate identity
16 ABOUT CRAIN
21 FACT SHEET OUR CODE OUR CODE
PURPOSE The stories we tell and the products we WE develop matter to our audiences. We help them be successful in their world.
Internally, the work we do and how we EMPOWER do it impacts everyone else we work with. We empower one another’s success as SUCCESS. much as our own.
VISION Acting as one company and one team, we will earn the loyalty of our audiences by delivering exceptional information and products across many platforms.
CORE VALUES
INTEGRITY. MAKE IT FUN. INNOVATE. Be respectful, truthful, and fair. Share your passion Explore new approaches, ideas, and enthusiasm. and technologies.
EXCELLENCE. COLLABORATE. CONNECT. Raise the bar. We’re ALL on the same team. Audiences, industry leaders and community members.
COMMUNICATE. Speak openly and frequently. THE CRAIN BRAND BRAND PERSONALITY
In order to shape a brand that reflects who OBJECTIVE you are as a company, we select several Not influenced by personal human characteristics to serve as a guide in feelings or prejudice; based the development of messaging and design. on facts; unbiased
STALWART Marked by outstanding strength and vigor; sturdy and robust; strong and brave; firm, steadfast, or uncompromising
OPEN-MINDED Having or showing a mind receptive to new ideas or arguments; unprejudiced
CONFIDENT Having strong belief or full assurance
BRAND TONE DRIVEN Having a compulsive or urgent qualityl propelled or motivated by something
The brand tone serves as a guide in the creation of all content – from elevator UPBEAT Optimistic; happy; cheerful speeches to advertising pitches. This is how Crain communicates.
With a tone that is more casual than corporate, Crain communicates with ease and informality. Similar to how colleagues communicate with each other, the tone is helpful, personable and purposeful. BRAND STYLE
The brand style descriptor serves to explain the visual perception the brand is trying to communicate. This is what Crain Communications looks like:
The Crain style is strong. It is stoic, with an adventurous streak. The style is forward thinking, but not trendy. It is black and white, with bursts of color. It celebrates heritage by continuing to step forward – fresh faced and chiseled in stone.
BRAND PERSONA
The brand persona is a well-known figure who BRAD PITT AS BILLY BEANE personifies the aspirational personality of our IN MONEYBALL brand. This figure should be used as a check- point and guide in future brand decisions. Billy Beane saw a problem as an opportunity. Going against the norm, he accepted a challenge that many thought was too risky. He blazed new paths, built a team, protected the chemistry of the team and took bold steps toward achieving the ultimate goal. He was objective, stalwart, open-minded, confident, driven and upbeat. BRAND PERSONA
Messaging that differentiates Crain Communications and supports the overarching strategies, we must address audience needs while also taking into account our strengths and motivations. The following message focus area shape our brand internally and externally.
While some of this messaging may be used verbatim, the following serve as a guide in the development of content specific to individual tactics.
UNIQUE REQUIRED
- The story you can’t get anywhere else - Required reading for your career - Information with insight and impact - Stories that impact your success and increase your value - Giving context to content - Focused on the industry leaders - Other publications report the news. and topics you need to know Crain publications give it meaning. - From the experts whose thoughts and opinions matter
AUDIENCE FIRST UNITED
- Dedicated to helping your audience be - Crain Communications has many successful in the world for 100 years publications focused on one common purpose - Delivering the story that matters to you - Each publication shares the same - Continually innovating new ways to set of values deliver content when and where the user needs it - Crain Communications acts as a central resource and collaborative - For the audience, not the advertisers hub for each publication
INTEGRITY
- High Quality journalism you can trust - An objective view of the world around you - More than 100 years as an authoratative content leader LOGO TREATMENT BRAND IDENTITY
Primary logo
Secondary logo option
Used as directed LOGO USAGE
The following examples show how the Crain logo should be used. There must always be a buffer around the Crain flag at 13.5% of the width.
13.5%
13.5%
The Crain flag should only be The Crain logotype should only be used on a solid white background. used on a solid color background. Approved corporate print colors are preferred. LOGO USAGE
The Crain flag should never be used over a photograph, skewed, or stretched. Below are approved and unapproved usages. CORPORATE COLORS
PRIMARY PALETTE ACCENT PALETTE
C 100 C 0 C 62 R 111 M 47 M 6 M 5 G 181 Y 0 Y 12 Y 100 B 61 K 69 K 38 K 0
R 0 R 158 PMS G 42 G 149 369 B 79 B 139 HEX PMS PMS #6eb53d 296 Warm Gray 7
HEX HEX #002a4f #9e958b C 10 R 219 M 68 G 110 Y 91 B 53 K 1
PMS 1655
HEX #db6e35
WEB PALETTE
HEX #9e958b HEX #655b58 HEX #4e4847 HEX #000000 R158 G149 B139 R101 G91 B88 R78 G72 B71 R0 G0 B0
HEX #002d57 HEX #0084ff HEX #7fc1ff HEX #d9edff HEX #24f07f R0 G45 B87 R0 G132 B255 R127 G193 B255 R217 G237 B255 R36 G240 B127 CORPORATE TYPE
MONTSERRAT BOLD Headline typography All caps
Open Sans Bold Open Sans Regular Open Sans Italic
Body typography
Bitter Bold Italic Bitter Regular Bitter Italic
Caption & Subhead typography CORPORATE IDENTITY CORPORATE IDENTITY
25px 90px
11px Line weight: 0.5pt 1155 Gratiot Ave. Detroit, MI 48027 313.446.6000 Helvetica Light 9/11
crain.com
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Best,
Jane Smith Director of Corporate Communications Crain Communications Inc CORPORATE IDENTITY
62px
Campton Bold 9pt Campton Bold 7pt Helvetica Light 7pt
Helvetica Light 7/8.5
25px 90px
11px Line weight: 0.5pt 11px Helvetica Light 9/11 CORPORATE IDENTITY
MERCHANDISE GUIDELINES
On all colored fabrics, the Crain logotype should be used. On all white fabrics, the blue Crain flag should be used. ws Europe e Ne Automotiv CRAIN PUBLICATIONS CRAIN
ABOUT CRAIN ABOUT CRAIN
FULL LENGTH
Crain Communications Inc is a privately Headquartered in Detroit, Michigan, the held media company producing trusted company’s 825 employees in 13 locations and relevant news publications, lead publishes 25 vertical news print and online generation, research and data products, publications and the multimedia content custom publishing and events with and product extensions related to each, uncompromising integrity. Reaching more contributing to the success of its readers than 3.5 million business decision makers and its clients. and consumers across the United States Through its Crain Cares program, Crain and in select markets in Europe and Asia, employees donate to national charities the company’s portfolio includes many of like Making Strides for Breast Cancer, the most influential media properties in the United Way and The American Red Cross to verticals they serve including Automotive hundreds of local charities. News, Autoweek, Advertising Age, Modern Healthcare, Plastics News, Business For more information, visit crain.com Insurance and Pensions & Investments.
SHORT
Crain Communications is one of the largest privately held media companies in the U.S. with 24 leading business, trade and consumer publications in North America, Europe and Asia. The company’s 825 employees in 13 locations produce trusted and relevant news, lead generation, research and data products, custom publishing and events that contribute to the success of its millions of readers and its clients. CRAIN LOCATIONS
DETROIT, MI AKRON, OH The company’s corporate headquarters as Headquarters for Rubber & Plastics News, well as headquarters for Automotive News, Tire Business and editorial and advertising Autoweek, Crain’s Detroit Business and sales staff for Plastics News. Plastics News. 1725 Merriman Road, Suite 300 1155 Gratiot Ave. Akron, OH 44313-9006 Detroit, MI 48207-2732 p. 330.836.9180 p. 313.446.6000
CHICAGO, IL NEW YORK, NY Headquarters for Crain’s Chicago Business, Eastern editorial and advertising sales staffs Business Insurance, Modern Healthcare, of most Crain publications and headquarters and editorial and advertising sales staffs of for Advertising Age, BtoB, Crain’s New York most Crain publications. Business, Creativity, InvestmentNews, and 150 N. Michigan Ave. Pensions & Investments. Chicago, IL 60601 685 Third Avenue p. 312.649.5200 New York, NY 10017-4024 p. 212.210.0100
MOUNTAIN VIEW, CA CLEVELAND, OH Headquarters for Staffing Industry Analysts. Headquarters for Crain’s Cleveland Business. 1975 W. El Camino Real, Suite 304 700 West St. Clair Ave. Mountain View, CA 94040-2218 Suite 310 p. 650.390.6200 Cleveland, OH 44113-1256 p. 216.522.1383
WASHINGTON, D.C. Editorial staffs of Automotive News, Modern Healthcare, Business Insurance, Crain’s Chicago, Plastics News, InvestmentNews, Modern Healthcare, Rubber & Plastics News. 814 National Press Building 529 14th Street NW Washington, D.C. 20045-1801 p. 202.662.7200 CRAIN LOCATIONS
BOSTON, MA MUNICH (ONERPFAFFENHOFEN) Editorial and advertising sales staffs for GERMANY Business Insurance, Pensions & Investments Headquarters for Automobilwoche and and InvestmentNews. Automotive News Europe. 101 Federal Street, Suite 1900 Crain Communications GmbH Technopark Room 615a Oberpfaffenhofen Argelsrieder Feld 13 Boston, MA 02110 82234 Oberpfaffenhofen Germany p. 011.49.815.390.7400
SAN FRANCISCO, CA LONDON, ENGLAND Editorial and advertising sales staffs Sales and editorial staff for several Advertising Age, Automotive News, Business Crain publications. Insurance and Pensions & Investments. New Broad Street House 71 Stevenson Street 35 New Broad Street Suite 400 London, EC2M1NH UK San Francisco, CA 94105 p. 011.44.207.194.7530
EL SEGUNDO, CA BUREAUS: Editorial and advertising sales staffs of Nashville, Tennessee several Crain publications. Los Angeles, California 400 Continental Blvd., 6th Floor El Segundo, CA 90245-5074 p. 310.426.2470
CROYDON, ENGLAND Headquarters for European Plastics News, European Rubber Journal, Plastics & Rubber Weekly and Urethanes Technology International. 4th Floor, Carolyn House 26 Dingwall Road Croydon, CR0 9XF, UK p. 011.44.208.253.9600 CRAIN CARES
Crain Cares is a hybrid national and Relief through the fundraising local community service program. At the and volunteering efforts of our corporate level, national charities are employees as well as promoting supported across the Crain employee continuing Education of these population. At the local level, employees charitable organizations to in Chicago, Detroit and New York offices ensure their Sustainability. of Crain Communications choose local Through ongoing measurement, charities that best meet local needs. Crain employees can gauge Our mission is to advocate and support the social impact we’re having the needs of local and national charities on our world and find ways to improve through Community involvement. We our collective impact in key areas. Areas achieve this by providing Assistance and of social impact and the corresponding charities supported in 2014 included:
EDUCATION STRONG FAMILIES Summer Literacy The Detroit Children’s Center Back-to-School 100 Filled Backpacks A Safe Haven BBQ for Books Primo Center for Women Crossroads Literacy Program Operation Good Cheer Operation Backpack The Detroit Children’s Center Birthday Party Detroit Arts & Scraps United Way Grosse Point Academy College for Creative Studies Cornerstone Schools HUNGER Capuchin Soup Kitchen Detroit Area Agency on Aging “Meals on Wheels” HEALTH Easter Dinner Program American Red Cross Blood Drive Making Strides Against Breast Cancer Bear Necessities Pediatric Center ANIMAL American Cancer Society Almost Home Animal Shelter Karmanos Cancer Institute Michigan Humane Society
ENVIRONMENT / COMMUNITY THOSE IN SERVICE Greening of Detroit Piquette Square Veterans Eathworks Urban Farms Detroit Polce Department Great Lakes Alliance Detroit Fire Department Detroit Zoo “Honoring our Own” Service for Military Belle Isle Conservancy Grand Prix FACTS FACT SHEET PEOPLE PUBLICATIONS CRM database of over 24 publications with more than 6,000,000 names with 600,000 total subscribers information that is no more than 1 year old
WEBSITES EMAILS 24 publication websites with 70,000,000 email newsletters 64,000,000 unique visitors sent per year generating 300,000,000 pageviews annually
EVENTS In 2013, Crain hosted 100 events in 9 countries with over 50,000 total attendees
SOCIAL MEDIA
BRANDS: 14 BRANDS: 16 BRANDS: 14 BRANDS: 7 BRANDS: 12 TOTAL LIKES: TOTAL FOLLOWERS: TOTAL FOLLOWERS: TOTAL TOTAL FOLLOWERS: 344,305 1,172,245 79,919 SUBSCRIBERS: 14,613 49,441
ALL TOGETHER: 1,660,523