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Corporate Branding Guide

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Corporate Branding Guide LINING TECHNOLOGIES | REMEDIATION TECHNOLOGIES | DRIllING SYSTEMS | BUILDING ENVELOPE | CONTRACTING SERVICES CORPORATE BRANDING GUIDE As a global leader in diversified environmental and construction technologies, CETCO has built a reputation as the company that delivers innovation and world-class technical support to its customers. Our well-respected brand is our most valuable asset. It embodies all that we stand for, conveys the beliefs and principles upon which we operate, and serves as our introduction in any forum. CETCO CONTENTS Marketing Department ® I CETCO BRANDING GUIDE CETCO : VISION FOR TODAY’S AND 3 Why This Guide? 4 Who Are We? TOMORROW’S PROJECTS 5 Our Message 6 Brand Management ® As a global leader in diversified environmental and construction technologies, CETCO has built a reputation as the company II VISUAL IDENTITY that delivers innovation to its customers. Our well-respected brand is our most valuable asset. It embodies all that we stand for, conveys the beliefs and principles upon which we operate, and serves as our introduction in any forum. 7 Introduction 8 Value Propositions Recently, our corporate brand has been modernized and adapted to build upon and protect our reputation. As we continue to 9 The CETCO Logo communicate with a variety of audiences, from customers to shareholders, suppliers to partners, consistent application of our 11 The AMCOL Logo revitalized brand is crucial to maintaining CETCO’s image. This manual contains guidelines, rules and examples for upholding the 13 Official Colors brand throughout all aspects of CETCO’s corporate and marketing communications. 14 Typography 15 Visual Clarity The CETCO Marketing Department can provide expert and authoritative assistance on applications requiring further detail. If you have any questions regarding the use of the CETCO Branding Guide that are not addressed within this document, contact the Marketing Department at 800.527.9948 or [email protected]. III COLLATERAL MATERIALS 17 Advertisements 18 Brochures 21 Case Studies 24 Email Signatures 25 External Communications 27 Exhibits, Displays & Signage 29 PowerPoint® Presentations 31 Technical Data Sheets 33 Technical References 35 Technical Posters 36 Video Reproduction 37 “Things You Need to Know” Info Sheets IV ADDITIONAL RESOURCES 39 ISO 9000 Certification Mark 40 Using Imagery 41 Media Release Form 42 Logo / Trademark Release Form 43 Style Guide 47 FAQs 48 Contact Us CETCO, a wholly owned subsidiary of AMCOL International Corporation CETCO® BRANDING GUIDE: WHY THIS GUIDE? CETCO® BRANDING GUIDE: WHO ARE WE? This guide has been developed to clarify, define and refine the application of various communication elements used. A consistent, fresh AMCOL® INTERNATIONAL CORPORATION look and feel in our public communications help us gain the attention and interest of a number of target audiences important to CETCO. This guide has been developed to clarify and define the application of various communication elements used widely in our marketing AMCOL® International Corporation is a leading international producer and marketer of value-added, specialty minerals and related communications, providing standards for color, typography, document layouts, and the selection of various logotypes and words. products. AMCOL operates four primary segments: Minerals & Materials, Environmental, Oilfield Services and Transportation, providing a diverse range of products and services. Major markets served include metalcasting, detergents, pet products, building materials and All communications should comply with these standards as they will strengthen our brand. personal care. AMCOL’s transportation segment acts as a servicing operation for other business segments and outside customers. WHY BRAND? AMCOL’s long history of bentonite experience, exceptional staffing and world-class R&D facilities continues to introduce innovative products and services into the marketplace. A leader in bentonite technology, AMCOL’s long-lived core product lines have attained “Branding” creates focus and clarity, distilling CETCO into a few powerful fundamentals. A clear, consistent, strong brand explains leading brand recognition. Headquartered in Hoffman Estates, IL, AMCOL operates facilities in Asia, Australia, Europe and North who we are, what we offer and what we produce. Strong branding makes audiences: America. The Company employs 2,000+ employees worldwide. Established in 1927, AMCOL currently trades on the New York Stock Exchange under the symbol “ACO.” ► Recognize our high-quality, value products ► Seek us out as their exclusive products and technologies provider AMCOL’S ENVIRONMENTAL SEGMENT: CETCO® ► Return as a customer and desire a long-standing, trusted relationship AMCOL’s environmental segment is a diversified global company providing innovative products and practical solutions to This guide provides the basic elements of a verbal and visual language to express ourselves in a way that strengthens our brand. Applied challenging regulatory and construction problems. This segment delivers a complete range of services built around engineering consistently, they capture and convey our message and differentiate us from our competition. Messages that deviate from the brand are support, technical assistance and leadership in research and development. With the strength of these services, CETCO provides confusing and contradictory to our audience and often weaken our ultimate message. In so doing, they weaken the CETCO reputation. responsive solutions on a global scale to today’s worldwide environmental compliance issues. OUR VISION CETCO provides products and services worldwide, extending to customers in a diverse range of industries, including industrial applications, concrete waterproofing for underground structures, environmental remediation and gas vapor mitigation systems, Over the next 10 years, the construction industry as we know it will continue to be impacted by amplified lining systems for liquid containment on projects ranging from landfills to flood control, and non-oil- and gas-related drilling environmental and economic factors. Engineers, contractors, building owners and the like will be required to utilize applications, including foundation, waterwell and horizontal directional drilling. CETCO is backed by AMCOL International, with innovative products and technologies to address large-scale challenges. By the year 2020, CETCO will be a leading more than 80 years of bentonite mining and manufacturing experience. turnkey solutions provider for critical geoenvironmental and infrastructure construction projects worldwide. Our corporate technical center provides the setting for comprehensive research and development as well as technical support As construction projects continue to increase in complexity, and the industry becomes ever more dependent necessary to provide quality products and services. CETCO manufacturing facilities located in North America, Europe and Asia are on innovative products and technologies to combat these challenges, CETCO strives to deliver trusted value product solutions and supported by a global sales and distribution network. So, wherever our customers are located, there is likely to be a CETCO office continuously seeks to advance its technologies to meet the needs of numerous types of construction applications. CETCO prides or distributor nearby. itself on being a renowned global supplier of innovative construction products, technologies and services. OUR OVERALL GOAL At CETCO, sustainability is part of our identity. From our land management practices to the design of our corporate headquarters, This is a guide to the basics that must be followed in all instances. Its goal is not to limit creativity, but to provide direction that CETCO continually strives to make sustainability an integral characteristic of our entire organization. These are just a few of the will guide us all to produce materials with greater unity, clarity and visual messaging. This will help us produce materials that the ways that CETCO incorporates sustainability into a part of our programs: public recognizes as distinctly ours, whether the items are found in the United States or Internationally; or are delivered via print, web or video. ► Silver LEED-certified Headquarters ► Reclamation of Land After Mining ► Carbon Footprint Reduction in Landfills Scott J. Mueller ► Products Made from Recycled Materials Director of Marketing ► Products Provide Barrier Layer from Contaminants CETCO Construction Products ► Geothermal Grouts to Support Our Clients’ Sustainability Efforts 3 4 CETCO® BRANDING GUIDE: OUR MESSAGE CETCO® BRANDING GUIDE: BRAND MANAGEMENT Central to branding CETCO is the development of memorable corporate-level messages that can be utilized by each individual Brand management is the application of marketing techniques to a specific CETCO product, product line, or brand. It seeks CETCO business segment. These phrases should be able to briefly and clearly communicate a corporate message in a to increase CETCO products’ perceived value to the customer and thereby increase brand franchise and brand equity. CETCO manner that can be understood by many target audiences. The message must express a perception that follows these three marketers see our brand as an implied promise that the level of quality customers have come to expect from our brand will basic principles: continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. ► DISTINCTIVE
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