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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 The perception of difference is relative to the base it is compared with, generally, among competing brands, this is a 20 The key to effective brand management that evolves into an industry reputation recognized by our target audiences is a strategy percent difference. that begins with a solid background awareness of the history of how CETCO products evolved. This is achieved through knowledge of the history of AMCOL, our parent company, as well as the evolution of CETCO and each of its business segments and the people ►► DEFENDABLE behind the process. A strong sense of awareness of our competition is also central to the creation of a brand vision that sets the stage for a solid brand strategy that can be effectively communicated through various print and web channels. The message must be defendable if acceptance, loyalty and action are to follow.
►► VALUABLE BRAND MANAGEMENT CONCEPTUAL BLUEPRINT The objective is to capture the benefits of CETCO’s offerings in a way that promotes understanding and acceptance because it reflects the needs of our customers.
CETCO® CORPORATE-LEVEL MESSAGING CETCO’s overall message was developed by reflecting on current environmental and construction industry trends as well as our recognizing customers’ needs and identifying the criteria that differentiate CETCO from other environmental construction technology providers.
►► CETCO. One Company. Total Solutions. ►► CETCO: Vision for Today’s and Tomorrow’s Projects
OPPORTUNITIES TO DEVELOP SPECIFIC MESSAGING CETCO incorporates many company-wide strategic initiatives where the opportunity to develop tailored messaging may arise. Below are some various possible scenarios to develop specific messaging.
► Sustainability ►► Innovation ►► Technical Expertise ►► Global Platform / Business ►► Research and Development
Note to internal and external customers: Please make sure your message is in line with CETCO’s overall messaging strategy. If you have any questions, please see page 48 of this Branding Guide for CETCO marketing contacts as needed.
5 6 VISUAL IDENTIty: INTRODUCTION visual IDENTIty: VALUE PROPOSITIONS
Innovation, sustainable growth, customer value and turnkey service - we demonstrate these values in the products, services and A value proposition is an analysis and quantified review of the benefits, costs and value that an organization can deliver to technologies we provide here at CETCO and in the ways we market them to our customers. Our objective is for people around the customers and other constituent groups within and outside of the organization. It is also a positioning of value, where Value = world to know who we are, and to rely on our solid technical expertise and dependable construction industry solutions. Although Benefits - Cost (cost includes risk). we have many innovative products and technologies to offer, we need one strong, unmistakable identity to clearly and effectively communicate who we are and what we do. A model for creating a value proposition consists of these various stages of analysis:
A strong brand is critical to CETCO’s success because it lets the world know what our capabilities are and how they will transform ►► Market - Who are we creating the value proposition for? environmental construction and remediation now and in the future. Branding is more than just a visual representation of who we ►► Value Experience or Customer Experience - What does our audience say it values? are - it also helps us effectively transform attitudes and behaviors. Our new branding guidelines are in focus with our 20/20 Vision ►► Offering - Description of the product or service being offered Goal: to reach top target accounts as well as other account candidates with an effective marketing message in order to strengthen ►► Benefits - What are the benefits? existing relationships as well as create new ones. ►► Alternatives and Differentiation - What are our competing products / services? How are we different from anything else being offered? ►► Proof - What evidence do we have that we can do what we say? Technical references? Our new guidelines reflect years of research and the input of internal and external experts. CETCO branding does several important things. It reinforces our brand awareness and increases consideration through consistent use; heightens public awareness of our CREATING A STRONG VALUE PROPOSITION offerings; enhances our credibility; differentiates us from competitors; and improves our market share potential. The creation of the value proposition is a work of strategy and the outputs of the value proposition creation process, i.e., the Please remember that we are all stewards of our brand, and it is everyone’s responsibility to adhere to these guidelines. CETCO value proposition strategy and template are not themselves communicated externally. Rather, it is the messages created out of staff, distributors, vendors and sponsors should follow them when creating, adapting or revising materials. As CETCO continues to the value proposition statement that are communicated externally. These can be used in a variety of ways, such as in marketing grow and evolve, so will our brand. Thank you for your cooperation and support. communications material or in sales proposals. The value proposition statement is kept as an internal statement and used as a blueprint from which all communication material will be created. This ensures consistency of communication messages inside and CONSISTENCY outside CETCO. The value proposition statement should include these major components:
►► Capability - What we do and how we do it The visual identity of CETCO is created through the consistent use of graphic elements, including logo, typography, imagery and ►► Impact - Benefits or difference our capabilities will make color palette. By preserving a professional and recognizable look for CETCO, we are protecting the CETCO name and reinforcing ►► Proof - Evidence substantiates our impact the quality of CETCO solutions to all audiences. The existence of these guidelines does not mean that materials must look exactly ►► Cost - The cost (or risk) of our capabilities and impact alike. However, the standards call for materials to demonstrate a family resemblance so it is clear they are from the same company. This will cause the audience to associate all branded materials with CETCO. The guidelines that follow apply to the logo, typeface, In order to achieve objectives, a value proposition needs to be clear, concise and compelling. In order to develop a strong value graphics and color usage associated with the CETCO brand. They represent a cohesive standards system that unifies the CETCO proposition, CETCO needs to have a thorough knowledge of its potential/current customer base. By identifying customer needs identity while still allowing for graphic distinction among the various business segments. through market research and analysis, CETCO can develop clear and concise value propositions that reflect those needs and the tangible results that customers can reasonably expect from using CETCO’s products or services. The following provides a proven Generally, the first impression people have of CETCO is visual – through the print and web materials they see. It is important that approach to creating a compelling value proposition: all materials convey our brand. Strong visual branding helps people understand our role in the environmental construction products industry and remember us. The key to brand recognition is consistency – using our logotype and templates consistently makes us better ►► Know your targeted customers and both their obvious and less apparent needs and desires. known and recognized for our product and service offerings and for our competitive advantage. ►► Talk to current customers and understand the product’s value from their perspective. Digital files of the CETCO logo, as well as templates for brochures, case studies, data sheets and PowerPoint™ presentations are all ►► Know the competition. What product performance does our offering provide that the competition does not? Review existing competitive value propositions to develop an understanding of their relative strengths. Do they send a stronger message to made available from the CETCO Marketing Department. A4 versions of the templates are also available. potential customers than the proposition you are considering? ►► Research classic customer value propositions to learn from the success and failure of other marketplace offerings. APPROVALS ►► Brainstorm with others in the company and potential customers to develop a value proposition that states your product benefits clearly and accurately and brings sustaining brand recognition to your product. As part of our commitment to develop a complete and solid brand message, the Marketing Department will review all materials prior to their production. The only exception to this will be PowerPoint® presentations. These will be approved via the current process. For information on which marketing contact to send information to for review and approval, please see page 48.
7 8 corporate IDENTIty: the cETCO® Logo
SUCCESS IS BUILT ON STRONG BRANDS UNACCEPTABLE LOGO USES AND MODIFICATIONS
The brands in the CETCO portfolio are the foundation of our company. Consumers and investors relate to brands, and to be successful, Our logos have been carefully designed and should not be altered in any way. Our logo helps consumers and investors recognize, our brand images need to be distinct and consistent. The more visible, meaningful and dependable our brand images are, the remember and relate to the brand. Using them consistently and correctly is vital to building, communicating and protecting the stronger our brands become. That is why knowing how to present our brands is so important and why we developed these guidelines. strength of our brands. When our logo is reproduced incorrectly, it sends an inconsistent message, weakening the brand.
CETCO employees take great pride in the work that they do. Innovation, dedication and attention to detail have kept CETCO ►► DO NOT place the colored standard logo on a dark background: The background color must be significantly lighter than the brands at the top of their respective markets. As we bring their efforts to market, we owe the same level of extreme dedication logotype. The CETCO logo displays best on a white background. to the brand’s image. By providing clear, concise information on our logo guidelines, everyone on the CETCO team will know what is expected of them and how to present and protect our brands. Unique effects have been applied, so it is imperative that users ►► DO NOT place the colored logo on a detailed background: It is NOT recommended to use the CETCO logo on top of photography. employ the logo supplied by the CETCO Marketing Department and not attempt to re-create the logo independently. It must be If use with a photograph is absolutely necessary, the logo must be placed in an area of sufficient contrast. When the CETCO used exactly as shown below. Allowable file formats are available from the Marketing Department. The CETCO logo may be used logo is reproduced over a colored background or image, it is preferred to reverse the logo to white. on a website ONLY with a clickable link back to CETCO’s own websites. Incorrect Correct
APPROVED LOGO USES AND MODIFICATIONS
►► This master logotype should be used prominently in all print materials, e-media and visual aids. This is the preferred version of the CETCO logo to be used in all applications utilizing 4-color print reproduction. The 4-color process allows the logo type a beveled, dimensional effect.
►► When using the 2-color version of the CETCO logo use:
►► DO NOT add any effects or alter the color of the logo: Altering the official colors of the CETCO logo degrades the importance of the mark. Do not add drop shadows or glowing effects to the logo. Incorrect Correct ® PANTONE : PMS 341 C Black 70% Black 20% CMYK: c-100, M-0, Y-67, K-30 c-0, M-0, Y-0, K-70 c-0, M-0, Y-0, K-20
►► When necessary, reproducing the logo in black is acceptable. ►► DO NOT alter original proportions: The length of the logotype should be approximately 5.5x the height.
Incorrect Correct
►► An all-white version may be used against a solid color background or a photograph. The background shown here is NOT part of the logo, but only indicative of a background. ►► DO NOT subjugate the logo: Unless CETCO is doing work for an entity that deserves higher billing, never present the logo smaller or less prominent than any other.
►► DO NOT add a tagline or other text to the logo.
9 10 corporate IDENTIty: the AMCOL® Logo
APPROVED LOGO USES AND MODIFICATIONS UNACCEPTABLE LOGO USES AND MODIFICATIONS
This is the preferred version of the AMCOL logo to be used in all applications utilizing 4-color print reproduction. The 4-color ►► Background usage: When the AMCOL logo is reproduced over a colored background, it is preferred to reverse the logo to process allows the logo to have a beveled, dimensional effect. This master logotype should be used prominently in all print white. You can also use a white glow, although this customized solution requires considerable graphic expertise. Please materials, e-media and visual aids. contact AMCOL Corporate Communications at 800.426.5564 for more information.
►► Improper usage: Our logos have been carefully designed and should not be altered in any way. Our logo helps consumers and ►► When using the 2-color version of the AMCOL logo use: investors recognize, remember and relate to the brand. Using them consistently and correctly is vital to building, communicating and protecting the strength of our brands. When the AMCOL logo is reproduced incorrectly, it sends an inconsistent message, weakening the brand.
do NOT recolor the logo. do NOT add graphics to the logo.
PANTONE®: PMS 293 c BLACK 100% BLACK 20% CMYK: c-100, M-82, Y-0, K-2 c-0, M-0, Y-0, K-100 c-0, M-0, Y-0, K-20
►► When necessary, reproducing the logo in black is acceptable. Type is 100% and globe is 20%. do NOT distort the shape of the logo. do NOT deconstruct the logo.
PANTONE®: BLACK 100% BLACK 20% CMYK: c-0, M-0, Y-0, K-100 c-0, M-0, Y-0, K-20
11 12 corporate IDENTIty: official colors corporate IDENTIty: typography
CETCO® COLORS Consistent typography is an important component of an organization’s brand image and graphic identity program, and makes an impression on viewers whether they know it or not. Choosing specific typefaces for CETCO helps to reinforce a clear and consistent The CETCO colors play a critical role in all CETCO communications. They serve to emphasize the technological as well as company identity. The typeface Franklin Gothic was chosen for its aesthetically pleasing design and legibility. This font also offers environmental nature of the CETCO brand. For the best print quality, please use solid PANTONE® colors. Where this is not available, flexibility in creating materials to be reproduced on everything from small laser- or inkjet-printed pieces to larger, professionally they can be printed in 4-color process match. RGB and HEX should only be used for interface or web applications. Where it is printed materials. not possible to use all colors, use black for all elements. For color matching, please use the PANTONE® Matching System (PMS) whenever possible or use the values supplied here. The fonts chosen for use in CETCO publications, including brochures, magazines and print advertisements, are:
COLOR SPECIFICATIONS CHART ►► Franklin Gothic Book PMS Color Values CMYK Color Values RGB Color Values Hexidecimal Color Values ►► Franklin Gothic Medium ►► Tekton Pro (for picture captions and quotes only; to be used sparingly) C-100 M-0 R-0 PMS 341 C 007c59 Y-67 G-130 These traditional typefaces complement each other as well as the CETCO logo. All professionally printed jobs should use Franklin K-30 B-101 Gothic. Franklin Gothic Book should be used as the body copy in all CETCO publications. Tekton Pro may be used sparingly as a C-11 graphic element in a publication. Use of Tekton Pro should be limited to areas where emphasis is needed and is not recommended R-106 M-1 for larger areas of text. Tekton Pro is offered to create emphasis on bold statements/captions, but should be used sparingly as it G-115 5f6971 PMS 431 C Y-0 B-123 could potentially dominate the layout. K-64
C-0 As type size increases, more space should be allowed between letters. Italic typefaces should be used sparingly for emphasis R-228 M-0 G-229 d3d3d3 or when required, for example, when referencing a publication. Bolder typefaces should generally be used only for headings or PMS 427 C Y-0 B-230 when particular emphasis is desired, limited use being essential for its effectiveness. Arial may be substituted when the above- K-11 mentioned fonts are unavailable.
AMCOL® COLORS Franklin Gothic Book Franklin Gothic Book Italic
When replicating the AMCOL logo in CETCO communications, please use the color matching table below. Where it is not possible to ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ use all colors, use black for all elements. Do not depend on your screen to match these colors accurately. It is always best practice abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz to print a test comp to verify your colors are accurate. 1234567890 1234567890
COLOR SPECIFICATIONS CHART PMS Color Values CMYK Color Values RGB Color Values Hexidecimal Color Values Franklin Gothic Medium Franklin Gothic Medium Italic C-100 M-82 R-0 0046ae ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ PMS 293 C Y-0 G-71 K-2 B-149 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
C-0 1234567890 1234567890 R-0 M-0 G-0 231f20 BLACK 100% Y-0 B-0 K-100 Tekton Pro Bold Oblique Tekton Pro Bold Condensed
C-0 R-204 M-0 ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ G-204 d1d3d4 BLACK 20% Y-0 B-204 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz K-20 1234567890 1234567890 PANTONE® is a registered trademark of Pantone, Inc.
13 14 corporate IDENTIty: VISUAL CLARITY
IMAGE RESOLUTION Below is a helpful guide to assist you in setting up artwork for various platforms, whether they be in print or placed on the web. As a standard rule of thumb, always refer first to the artwork specifications provided by the publication (advertisements), trade Image resolution describes the detail an image holds. The term applies to digital images, film images and other types of images. Higher show exhibit company (exhibit booth graphics) or any other organization for which you are creating the artwork before utilizing the resolution means more image detail. Resolution also refers to the number of pixels in an image. Resolution is sometimes identified by standard setup guide below.* the width and height of the image as well as the total number of pixels in the image. For example, an image that is 2048 pixels wide and 1536 pixels high (2048X1536) contains (multiply) 3,145,728 pixels (or 3.1 megapixels). You could call it a 2048X1536 or a 3.1 ARTWORK SETUP REFERENCE CHART megapixel image. As the megapixels in your camera increase, so does the possible maximum size image you can produce. This means PLATFORM RESOLUTION at 100% SIZE COLOR MODE that a 5 megapixel camera is capable of capturing a larger image than a 3 megapixel camera. Your camera should be set to the highest possible megapixels if the images are to be used for print or large-scale projects such as trade show exhibits. MEDIA TYPE WEB PRINT 72 ppi 100 ppi 300 ppi RGB CMYK
Advertisements Resolution for print and web media varies greatly. Images for print should be formatted in CMYK and be at a resolution of at least P P P 300 pixels per inch (ppi). This will ensure a crisp and clear image. Trade show exhibits are an exception and usually only require images to be 100ppi since they are viewed from a distance, unlike a printed publication that is viewed close up. Images for the web Banner Ads P P P should be formatted in RGB and at a resolution of 72ppi. Because images on the web are viewed on a screen, they do not need to be at any greater resolution than 72ppi. Images larger than 72ppi on the web take longer to load. Banner Stands* P P P P
PROPER Resolution for printed media Brochures P P P
►► CORRECT resolution for print: ►► INCORRECT resolution for print: Case Studies P P P Image below is crisp and clear. image below is pixilated and blurry. Email Campaign Graphics P P P
Jobsite Banners P P P
Logos/Images for Print P P P
Logos/Images for Web P P P
PowerPoint Presentations P P P
Technical Data Sheets P P P
Technical Posters* P P P
Technical References P P P
“10-Things” Documents P P P
Trade Show Booths* P P P
Websites P P P
15 16 collateral materials: ADVERTISEMENTS collateral materials: BROCHURES
CETCO advertises in numerous print publications and online forums. Specifications for print and online advertisements vary by Brochures have a vital role to play in promoting CETCO products, applications and services, and attracting new customers. Some publication or web forum as well as the content and purpose of the advertisement as it pertains to the specific CETCO business questions to think about when developing a brochure are: 1) What is the purpose of the brochure? 2) Is the brochure an advertisement? segment. CETCO has the capability to preserve its overall brand and general uniformity across all its print and online advertisements 3) Is the brochure a detailed product description/marketing piece? and 4) What kinds of customers will be getting the brochure? if adherences to these universal guidelines are followed. Brochures have numerous functionalities, and the guidelines listed below will set the basic structure for CETCO product/application brochures. The ultimate goal of our brochures is to build interest and to create a need for CETCO products or services. print advertising guidelines Finished Size: 8.5 x 11 U.S.; brochure with 2 or more spreads; saddle-stitched (A4 version available) - Flat Size: 17 x 8.5 U.S. spreads Print ads are created at a resolution of 300ppi in CMYK color format. The ad must contain the following components: FRONT COVER FRONT COVER HEADER ►► CETCO Logo – Upper right hand corner, positioning the logo to the outermost area away from the gutter of the publication. Must contain the standard green CETCO header with cropped corner in 80% PMS 341. Header must contain business segment line feature in 8pt Franklin ►► Call to action – A corresponding landing page should be created in order to capture return on investment. Gothic Book white with vertical line dividers. ►► Official CETCO colors– Only the official CETCO colors may be used in an advertisement. ►► Value proposition statement – A clear value proposition should be used in accordance with the audience of the publication. ►► Contact information – A website or phone number is a valuable component of any ad and should not be omitted. Brochure TITLE/SUBTITLE Type is 30pt Franklin Gothic Medium in all caps GUIDELINES for building an effective advertisement with 48pt line spacing; first word color is PMS 341, second word color is PMS 431, remaining words 50% PMS 431. 1pt underline PMS 427. Subtitle is 18pt ►► Headline – The most important part of the ad; we have 3 seconds to grab the attention of our reader. Franklin Gothic Medium in PMS 431 at 100%. ►► Testimonial – What other people have to say about CETCO products/services. ►► Copy – (for larger ads only) This is the meat of the ad and must appeal to our readers. Optional Bullets ►► Deadlines – (for call to action) People naturally do not want to miss out on an offering so give deadlines. As a rule of thumb, This area could be utilized to call out specific never give more than two weeks – four days is great if we want people to act now. products/applications or can be deleted if not needed. Bullets must be short and concise; text is ►► Pictures – Help build a story. People think and remember images in their mind, not in text, so any place a picture can be used 12pt Franklin Gothic Book with 18pt line spacing in to reinforce our message will increase our chances that the ad will be read. PMS 431; minimum of three bullets, maximum of five. ►► Call to action – With every ad, there should be an offer made in the copy to compel the reader to do business with CETCO. ►► Contact info – Who or where can potential customers make contact? Don’t forget to include website, phone number, etc., or whatever is necessary to get them to make contact. ►► Sequence – Ads need to go out more than once. Follow up at least three times in order to double the response rate. People have a tendency to forget or to procrastinate so they need to be reminded. Images Large image box must contain a CMYK-format wide- WEB advertising guidelines angle photo at 300ppi resolution that best shows the scale of the project and that best represents the subject of the document. The smaller image boxes Any graphics used online promoting and/or linking to the CETCO website should be branded using the logo, colors, typefaces and should contain secondary close-up photos related to imagery of CETCO. The following guidelines should be followed when branding CETCO on the web:: the subject.
►► Do not distort or stretch the CETCO logo. Use it in its original, intended proportion. ►► Do not use the CETCO logo over complicated or multicolored backgrounds. In general, the CETCO logo is best placed over a white or light-colored background. Cover Footer ►► Do not display the CETCO logo in poor quality, low resolution or illegible sizes. Edges should be crisp, colors should be smooth Footer consists of a horizontal rectangle in 20% PMS and the registered trademark symbol should be easy for most people to read on a high-resolution monitor. 427 and the master logo. ►► A PDF or hard copy of every website design that includes the CETCO logo MUST be submitted to the CETCO Marketing Department during the draft phase at the start of the design process. Color Field Text Box ►► The CETCO logo may be used on a website ONLY with a clickable link to CETCO’s own website. Vertical background is 80% PMS 341. Text is 12pt Tekton Pro Bold Oblique in white with 24pt line spacing. Update product or application area to reflect content.
17 18 collateral materials: BROCHURES cont’d.
The content of CETCO product and application brochures will vary significantly, depending on the needs of the specific business The back cover of CETCO brochures should contain some basic background information about AMCOL International Corporation. segment. There should, however, be some continuity in the various components contained on the inside spreads from business to The back cover of a brochure is not frequently viewed by the reader and should not contain information pertaining to the topic of the business, which will help to reinforce the CETCO brand and help maintain a sense of unity between the brochures belonging to each brochure. Including AMCOL information on all product and application brochures is a good way to fill the space and promote CETCO’s business segment. Below is an example spread that contains various components that may be utilized in CETCO brochures. Some parent company. items may include, but are not limited to, images, graphs, construction details, headers, sub headers, copy text, etc.
INSIDE SPREADS Component Guidelines BACK COVER BACK COVER HEADER 1. Main Headers – 25pt Franklin Gothic Medium in all caps; first word color is PMS 341, second Back cover header consists of a rectangle in PMS 341 at 100%. word color is PMS 431, remaining words are 50% PMS 431. 1pt underline PMS 427 2. Green Paragraph Headers – 10pt Franklin Gothic Medium; all caps in PMS 341 at 100%
AMCOl® Image and Blue Color Field 5 AMCOL building image is a 300ppi image in CMYK format. Dimensions are 4.75" width by 2.75” height and cropped to include yellow flower and top point of building. Blue color field is PMS 293 at 100% and includes the words AMCOL® INTERNATIONAL CORPORATION in 10pt 1 Franklin Gothic Medium in white. 6
® 2 AMCOL Information 7 Type is 10pt Franklin Gothic Book with 15pt line spacing in black. Please contact the CETCO Marketing Department for the latest information.
AMCOL® Logo AMCOL Logo should be in CMYK format at 300 3 ppi. The AMCOL website should be below it in 10pt Franklin Gothic Book PMS 431 at 100%.
4 8 Footer Footer contains horizontal background in 20% PMS 427, address block in 10pt Franklin Gothic Book Italic with 12pt line spacing and the master logotype. Component Guidelines cont’d. Include the phrase under the logo: CETCO, a wholly 3. Images – CMYK color format at 300ppi with a cropped upper right corner owned subsidiary of AMCOL International Corp. in 4. Text Copy – Copy is 9pt Franklin Gothic Book in 100% PMS 431 with 14pt line spacing 6pt Franklin Gothic Book in PMS 427 at 100% 5. Black Page Headers – 16pt Franklin Gothic Medium in black 6. Bullets – Custom bullets should be a right-facing triangle in PMS 341 at 100% 7. Image Captions – Text is 9pt Tekton Pro Bold Condensed with 11pt line spacing in white 8. Tables - Headers are PMS 427; secondary column headers are 40% PMS 341; table rows alternate in PMS 427 at 100%
19 20 collateral materials: CASE STUDIES
In order to achieve a consistent look to the case studies that we produce, a standard set of layout guidelines has been implemented Color and copy instruction for text column: to help maintain continuity in our branding among the various business segments within CETCO. Deviation from these guidelines will result in the weakening of our brand and confuse target audiences about our message. Colors should be at 100% unless ►► Green headers are 10pt Franklin Gothic Medium in PMS 341. otherwise specified. For case studies, the white tab designating the business segment is not required. The content and title of the ►► Text is 9pt Franklin Gothic Book with 11pt line spacing, PMS 431 at 100%. document should be a clear indicator as to the specific CETCO business segment in which the case study belongs. ►► Text is justified both sides for clean lines. Adjust letter spacing accordingly. ►► Challenge paragraph number one is 11pt Franklin Gothic Medium with 11pt line spacing in black. Document Size: 8.5 x 11 U.S. standard letter; single-page document (A4 version available) ►► Challenge paragraph two is 9pt Franklin Gothic Book with 11pt line spacing, PMS 431 at 100%.
LEFT COLUMN HEADER RIGHT COLUMN Must contain the standard CETCO green header with cropped corner feature in 80% PMS 341. Header should contain business segment feature in 8pt Franklin Gothic Book in white.
TITLE The title should relate to the project solution rather than a specific product. For example:
PROVEN VOC PROTECTION FOR PROJECT SITUATED ON FORMER UNION RAILROAD SITE BACKGROUND Could include info on the background of the type of Type is 30pt Franklin Gothic Medium in all caps; color application of the project or a historical description is 50% PMS 431 with a 1pt underline in PMS 427. of the project site.
PROJECT CRITERIA CHALLENGE Project line should contain the name or location The challenge should include important details address of the project. Use address if rights to use surrounding the key issues being addressed on the the project name are not given. Location should project. This area could also highlight particulars include the city, state (in two-letter abbreviation), regarding the history of the site if not mentioned in and/or country for international projects. Main the background section. products used on the project should be kept to a three-product max. Headers are 12pt Franklin Gothic SOLUTION Medium in PMS 341. Copy is 11pt Franklin Gothic The solution could describe which CETCO products Book in PMS 431. and technologies were used to combat the challenges on the project. IMAGES Large image box should contain a CMYK color- RESULT formatted wide-angle photo at 300ppi resolution The result could illustrate the key features and that best shows the scale of the project and that best benefits about the CETCO products and solutions represents the subject of the case study. The smaller used and how they proved to be the best choice to image boxes should contain secondary close-up overcome the site challenges. photos related to the project. CONSULTATION INFO CAPTION Text is 12pt Franklin Gothic Medium PMS 341 at Caption should contain a highlight of the project. 100% PMS 431 with 16pt line spacing. Insert the Text is 9pt Tekton Pro Bold Condensed with 11pt line appropriate business segment name. spacing in white.
FOOTER Footer consists of a horizontal rectangle in 20% PMS 427, address block in 10pt Franklin Gothic Book Italic with 12pt line spacing and the master logo.
21 22 collateral materials: CASE STUDIES cont’d. collateral materials: EMAIL SIGNATURES
If your case study exceeds what will fit into the one-page, front-side-only format and additional space is needed, you may use this Email signatures are powerful, low-cost, high-return marketing tools (a virtual business card or ad) for CETCO. Email signatures are second page option, which will provide you with a double-sided, two-page document. information automatically added as the last few lines of your outgoing email to let people know who/where/what you are. Consider your signature line as your online business card with “callback” abilities. Document Size: 8.5 x 11 U.S. standard letter; double-sided document (A4 version available) Making the most of the signature line for all CETCO employees is analogous to leaving your business cards but even more powerful. Most importantly, in this age when we are all inundated with too many emails, your email signature is a clear signal to your recipient that the message is from you and provides the context (e.g., job title, organization name and website) that reminds him or her who you are and enriches the understanding of your message. That’s a lot more than can quickly be deciphered from your email address in the “from” field. BACK PAGE OPTION HEADER Must contain slender version of the standard header in 80% PMS 341 with Beyond this most basic benefit, your email signature is a business card or ad that alerts the recipient to special news and enables wide tab notch feature. him or her to have direct access to your website or send email back to you with the swift click of a mouse.
a Consistent Email Signature Style Benefits CETCO
TITLE What is critical is that everyone within CETCO uses the same signature line format. Specifics such as name, title, email, and direct The title should be the same as on the first page. phone line obviously will change. However, certain elements (organization name, website address, etc.) and the order of elements Type is 15pt Franklin Gothic Medium with 24pt line should be standard for all staff signature lines. The benefits of a consistent signature line are: spacing; all caps; color is 50% PMS 431 with a 1pt underline in PMS 427. ►► Builds a brand or recognizable identity for your CETCO business segment. IMAGES ►► The signature line becomes a key element of overall branding. Image boxes should contain CMYK color-formatted ►► Enables email recipients to make connections among emails received from various members of the company. close-up photos at 300ppi resolution related to the project. This area can also be used for details or Note: The guidelines presented for email signatures are suggested for U.S. offices. European formatting requirements may vary. diagrams.
TEXT COLUMNS Information to Include in a CETCO Email Signature Text is 9pt Franklin Gothic Book with 11pt line spacing, PMS 431 at 100%. Text is justified both sides Only the most important information should be included, such as name, job title, company name, phone number and website for clean lines. Adjust letter spacing accordingly. address. Omitting fax numbers and address could provoke interest to visit the provided web address to seek out other information. Not all recipients of your emails should know your address. Emails are also not necessary in the signature as they are commonly in the “From” field, however, some email clients disguise email addresses with his or her name upon reply, making it dificult to retrieve. Use of a value proposition that relates to your business segment is also a useful element. For assistance in formatting your email signature, please contact the AMCOL IT Help Desk.
HTML: Plain Text:
JOHN SMITH JOHN SMITH Technical Sales Manager, CETco Technical Sales Manager, CETCO 847.851.1800 | cell 847.851.1111 847.851.1800 | cell 847.851.1111 [email protected] [email protected]
“Innovative Remediation Solutions FOOTER for Use on Land and in Water” Footer consists of a horizontal rectangle in 20% PMS 427, address block in “Innovative Remediation Solutions 10pt Franklin Gothic Book Italic with 12pt line spacing and the master logo. for Use on Land and in Water”
23 24 collateral materials: EXTERNAL Communications
PRESS RELEASES CORPORATE STATIONERY
A press release is a written communication for the purpose of announcing something claimed as having news value. CETCO uses Stationery is an important aspect of CETCO’s branding. press releases to attract favorable publicity for our products, services or events. Sending out press releases provide media distribution channels with the basics they need to develop a news story. There are several types of press releases (such as the general news, event, Typing formats on the letterhead are flush left, with no paragraph indent, and should align with the “C” in the CETCO logotype, product press release, etc.) and they often have similar structural traits in common. Some of these common structural elements include: beginning .75" from the left edge of the paper and .75" from the top. The date should start 2" down from the top of the page followed by two spaces, the address block, another two spaces, greeting line, one space, followed by the body of the letter. After ►► Headline - Used to grab one’s attention and briefly summarize the news. completion of the body, the letter should conclude with two spaces, followed by a closing line, one space, and your signature and ►► Dateline - Contains the release date and usually the originating city of the press release. contact information. ►► Introduction - First paragraph that gives basic answers to the questions of who, what, when, where and why. ►► Body - Further explanation, statistics, background or other details relevant to the news. ►► Boilerplate - A short “about” section, providing independent background on CETCO. Note: The guidelines presented for corporate stationery are suggested for U.S. offices. European formatting requirements may vary. ►► Close – The symbol “-###-” often appears after the boilerplate or body and before the contact information, indicating the end. ►► Contact information - Name, phone number and email address for the PR or media relations person.
Page Header Include standard green header with cropped corner in 80% PMS 341, business segment line feature in 8pt Franklin Gothic Book white and tab element in white identifying the business segment the document pertains to. The words “press release” and the standard logo appear at the top of the page as indicated. 1 1. Headline Text is 18pt Franklin Gothic Medium with 22pt line spacing in PMS 431 at 100%; 1pt underline is PMS 2 427 at 100%. 3 2. CONTACT INFORMATION Include contact name, phone number and email address.
3. Dateline 4
4. Introduction Text is in 10pt Franklin Gothic Book Italic with 14pt line spacing; PMS 431 at 100%. Justified on both sides. 5 5. Body Text is in 10pt Franklin Gothic Book Italic with 14pt line spacing; PMS 431 at 100%. Justified on both sides.
6. Boilerplate 6 Text is in 10pt Franklin Gothic Book Italic with 14pt line spacing; PMS 431 at 100%. Justified on both sides. 7 7. Closing
Page Footer Footer consists of a horizontal rectangle in 20% PMS 427 and the AMCOL logo.
25 26 collateral materials: EXHIBITS, DISPLAYS & SIGNAGE
TRADE SHOW EXHIBITS JOBSITE BANNERS
In a trade show environment, it’s all about gaining attention, focusing it on our products and influencing the purchase decision. For contractors, word-of-mouth is a universal method of attracting new customers and is the most common and economical form The design of CETCO display booths is directly linked to show success, and can make the difference between modest results and of advertising. Eye-catching jobsite banners are an inexpensive method of gaining valuable exposure when they are prominantly extraordinary goal achievement. CETCO displays should be a three-dimensional extension of our company’s image, marketing displayed on or near a jobsite. Use of jobsite banners helps promote CETCO Contracting Services Company everywhere where messages and sales efforts. The design must enhance our corporate identity and differentiate CETCO from competitors. they are working.
Using Design to Bring Your Brand to Life Example 1 In a typical show, we have about five seconds to get the decision maker’s attention, make a good impression and entice him or her to walk into our exhibit. Presentation is everything. One way to control the perceptions and impressions of CETCO is through creative and appropriate trade show exhibit design. Creative booth design will bring the CETCO brand to life. It will catch the attention of attendees, invite them into the space and create a pleasurable environment in which to learn about our products. The longer visitors are in our space, the less time they will spend in a competitor’s booth. The more visitors we reach, the lower the cost to reach them.
Focus on Fewer Messages for Greater Impact At most shows, the mind is flooded with visual clutter, which makes memory retention extremely important. The best way to ensure booth visitors remember the CETCO brand is to show as few products and messages as possible in the exhibit design. Strip away everything in the booth space that does not communicate the key features and benefits CETCO products offer. It’s a lot easier to remember three things than it is to remember 12. It’s best to keep trade show exhibit design graphics and demonstrations simple, attractive and to the point. They need to explain the benefits to the end users in terms they understand and care about. The decision makers want to know:
►► How will CETCO products will make their job easier? ►► What makes CETCO products better than our competitors’ products? ►► Will CETCO products solve a problem they have? Example 2 Consistent Messages Build Brand Awareness Utilizing CETCO’s corporate identity and image will help keep consistency throughout all our marketing functions - from business cards, letterheads, and websites all the way to trade show exhibits. When brands are used consistently, they build recognition. Good design will help ease some of the pressures of exhibit marketing by making sure our brand is displayed consistently with all our other marketing collateral. In the trade show environment, this brand consistency creates recognition and trust, so prospects and customers will have heightened interest in visiting our booth.
Trade Show Booth and Banner Stand Components
Trade show booth and banner stand designs will vary in content and be unique to the individual CETCO business segment. We can, however, maintain continuity in our brand by including standard components found in our other collateral materials. The following components should be present in all trade show display pieces:
►► Standard CETCO logo ►► Green header bar in 80% PMS 341 with cropped corner feature ►► Images with cropped upper right corners ►► Headers in all caps utilizing the PMS 341, PMS 431 and PMS 427 color arrangement and 1pt underline ►► Right-facing triangular bullets in PMS 341
27 28 collateral materials: POWERPOINT® PRESENTATIONS
In order to achieve a consistent look to the PowerPoint presentations that we produce, a standard set of layout guidelines has been implemented to help maintain continuity in our branding among the various business segments within CETCO. The master slide contains the header and footer image files that should be used, as well as the predetermined text sizing and colors. For RGB color values, see section titled Official Colors.
TITLE SLIDES TITLE SLIDE HEADER DATA TITLE SLIDE HEADER AND TITLE DATA SLIDES Must contain the supplied standard CETCO header Header must contain the supplied standard CETCO image provided on the master slide. header image provided on the master slide minus business segment designations. Titles must be 26pt Images Franklin Gothic Medium in R-0, G-121, G-97 (RGB Images can be in a group of three and should pertain to equivalent of PMS 341). the presentation content. Image dimensions for three- image option are 2.5" height x 2.75" width. Cropped Content Text corner is a white autoshape triangle with dimensions Copy is 16pt Franklin Gothic Book in R-51, G-51, G-51. .5" height x .75" width and rotate at a 45° angle. Place shape over right corner of image. See next page for one- and two-image option arrangements. Bullet Lists Bullet formatting is included on the master slide. Main Subject Title Main bullet is 18pt Franklin Gothic Medium, second- The main title is 28pt Franklin Gothic Medium all caps tier bullet is 16pt Franklin Gothic Book, third-tier in RGB equivalent of PMS 341. Subheader should be bullet is 12pt Franklin Gothic Book Bold. Copy color 16pt Franklin Gothic Medium in RGB equivalent of is set in master slide. PMS 431; 1pt Underlines should be RGB equivalent of PMS 427. Data Slide Footer Must contain data slide footer provided on the master Presenter Info slide. Enter business segment name in designated Presenter name should be 16pt Franklin Gothic location. Go to VIEW > MASTER > SLIDE MASTER to Medium, all caps, in RGB equivalent of PMS 341. view and edit the master slide. TITLE SLIDE FOOTER Email, phone and date should be 12pt Franklin Must contain standard CETCO footer image provided on the master slide. Gothic Medium in RGB equivalent of PMS 431.
TWO-IMAGE OPTION ONE-IMAGE OPTION TWO-IMAGE OPTION NO-TEXT OPTION
29 30 collateral materials: TECHNICAL DATA SHEETS
In order to achieve a consistent look to the technical data sheets that we produce, a standard set of layout guidelines has been If your technical data sheet exceeds what will fit into the one-page, front-side-only format and additional space is needed, you may implemented to help maintain continuity in our branding among the various business segments within CETCO. Deviation from use this multi-page page option, which will provide you with a double-sided, two-page document. The guidelines specified for the these guidelines will result in the weakening of our brand and confuse target audiences of our message. Colors should be at single-page version on page 31 can also be applied to this version. Note that the header for the back side of the page utilized the 100% unless otherwise specified. slender notched CETCO green header rather than the larger header from the front side of the document. Also note that the front side of the document provides more space for text sections. Document Size: 8.5 x 11 U.S. standard letter; single and multi-page documents (A4 version available)
SINGLE-PAGE VERSION PAGE HEADER MULTI-PAGE VERSION Include standard CETCO header with notched corner in 80% PMS 341, business segment line in 8pt Franklin Gothic Book in white and tab element in white, identifying the business segment the document pertains to.
TECHNICAL DATA SHEET HEADER “Technical Data” is part of the header. Do not omit. Text is in caps, 20pt Franklin Gothic Medium at 100% black. BACK SIDE Title Title includes full product name and trademark symbol, i.e., ® or ™. Green text is 100% PMS 341 in 30pt Franklin Gothic Medium with a 1pt underline in PMS 427. Gray text is 100% PMS 431 in 24pt Franklin Gothic Medium with a 1pt underline in PMS 427. Line spacing is 24pt.
Content Sections Content section may vary from business to business. Bold, black lead-ins are optional. Green text is 13pt Franklin Gothic Medium in PMS 341 at 100%. Grey text is 9pt Franklin Gothic Book in PMS 431 at 100%. Black lead-ins are 10pt Franklin Gothic Medium Italic. All line spacing in content section is 11pt.
Image and Caption Images must be formatted in CMYK and be at 300ppi. Image must be sized according to the space allotted in the template and feature a cropped corner. A graph or a detail may be used instead. The caption box is PMS 431 at 60% with text justified both sides in 9pt Tekton Pro with 10pt line spacing.
Table Gray header: Shading is PMS 431 at 100%; type is all caps, white 9pt Franklin Gothic Medium. Green header: Shading is PMS 341 at 40%; type is 8pt Franklin Gothic Book in black. Alternating gray lines are PMS 427 at 100%. Table borders are PMS 431 at 100% and .25” line weight. Row spacing is at least .18”.
FOOTER Horizontal box 20% PMS 427, master logo, address block in 8pt Franklin Gothic Book Italic and disclosure statement in 7pt Franklin Gothic Book 100% PMS 427, 8pt line spacing.
31 32 collateral materials: TECHNICAL REFERENCES
Technical references are used to provide highly technical information on various products, application, testing procedures, If your technical reference exceeds what will fit into the one-page, front-side-only format and additional space is needed, you may case studies or any other extensive technical evaluations. This document includes in-depth explanations and analysis that use this multi-page page option, which will provide you with a double-sided, two-page document. The guidelines specified for the may include tables, charts, graphs or images. Technical reference can range in length from one to many pages, depending on single-page version on page 33 can also be applied to this version. Note that the header for the back side of the page utilized the the subject matter. The green section headings and black lead-ins in this document may vary from business to business, but slender notched CETCO green header rather than the larger header from the front side of the document. You can find data table adherence to the overall structure and layout criteria is required. specifications in the Technical Data Sheet section on page 31.
Document Size: 8.5 x 11 U.S. standard letter; single and multi-page documents (A4 version available)
SINGLE-PAGE VERSION PAGE HEADER MULTI-PAGE VERSION Header uses standard CETCO header with notched corner in 80% PMS 341, business segment line in 8pt Franklin Gothic Book in white and tab element in white, identifing the business segment the document pertains to.
TECHNICAL REFERENCE HEADER “Technical Reference” is part of the header. Do not omit. Text is in caps, 20pt Franklin Gothic Medium at BACK SIDE 100% black.
Title Title is 18pt Franklin Gothic Medium in 100% PMS 431 with 24pt line spacing and a 1pt underline in 100% PMS 427.
Content Sections Green text headers are 13pt Franklin Gothic Medium in PMS 341 at 100%. Gray text is 9pt Franklin Gothic Book in PMS 431 at 100%. Black lead-ins are 10pt Franklin Gothic Medium Italic. All line spacing in content section is 11pt.
Images / Charts / Graphs If an image is used for this area, it must be formatted in CMYK and be at 300ppi. Image must be sized according to the space allotted in the template and feature a cropped corner. A graph or a detail may be used instead. Image, chart or graph must have a “text wrap” applied for text to wrap around.
Footer Horizontal box 20% PMS 427, master logo, address block in 8pt Franklin Gothic Book Italic and disclosure statement in 7pt Franklin Gothic Book 100% PMS 427, 8pt line spacing. For technical references, also include assigned technical reference number and revision date.
33 34 collateral materials: TECHNICAL POSTERS collateral materials: VIDEO REPRODUCTION
Since the set-up criteria for technical posters is dependent on the requirements put forth by the organizing conference or group, These guidelines are for secondary product and tutorial videos edited in iMovie: technical posters may vary greatly in layout and appearance. Listed below are some standard CETCO guidelines that can be applied to a technical poster; however, you should always reference the poster criteria, guidelines and restrictions for the event the poster is being created for. A good rule of thumb for a technical poster is to make sure that headline text is large enough to be 1. INTRODUCTION 1 viewed from at least a 4-foot distance and that copy text is kept to a minimum. For product videos, use the product logo or a type treatment. For tutorials, use type style and title as indicated in “Chapter Titles” - See #5 below. RECOMMENDED COMPONENTS
2. TRANSITIONS 2 ►► Standard CETCO header in 80% PMS 341 with 20% PMS 341 underline Set title transition and all transitions before each Chapter frame to “Cross Zoom.” Set ►► Master logotype in upper left corner the overall default transitions between all internal frames to “Cross Blur.” ►► Poster Title: 90pt Franklin Gothic Medium in white with 6pt line spacing ►► Author Line: 45pt Franklin Gothic Medium in white ►► Section Headers: 50pt Franklin Gothic Medium in 100% black 3. SUPERIMPOSED OVER IMAGES 3 ►► Copy text is 40pt Franklin Gothic Book with 45pt line spacing in black Set theme to “Centered” Gill Sans bold, outline, centered at 30-60pt. Set title effect ►► Diagram labels and bulleted lists are 30pt Franklin Gothic Book with 36pt line spacing to “Horizontal Blur.” ►► Two column format with numbered sections for easy flow ►► Gray text boxes are 50% PMS 427 ►► Text box outlines are 40% PMS 431 4. CHAPTER TRANSITIONS 4 Set the transitions that come before chapter frames to “Cross Zoom.” ►► Images should be in CMYK at 150ppi minimum
5. CHAPTER TITLES 5 For title frames at the beginning of each chapter, use Gill Sans bold, centered at 32-36pt. (to fit). For background style, use “Industrial,” and for text effects, use “Horizontal Blur.”
6. DEFAULT SLIDE TRANSITIONS 6 Set the overall transitions between all interior images and video segments to “Cross Blur”.
7. BOTTOM-THIRD TITLE BARS 7 For the internal images or video segments, use the title style “Gradient-Black,” Futura Medium, 18-20pt for the header and 12-14pt for the subhead, justified left.
8. END-FRAME 8 Use the Video_Endframe.jpeg provided on the website at cetco.com/Marketing. If a custom end-frame is needed, please contact the CETCO Marketing Department.
35 36 collateral materials: “THINGS YOU NEED TO KNOW” INFO SHEETS
“Things You Need to Know” info sheets are used for featuring key points about a particular CETCO product, technology or Color and copy instruction for text column: application. There are countless uses for this type of marketing piece, and it can be tailored to suit your particular needs. The guidelines listed below have been set up in order to help you put together the document in keeping with CETCO’s overall ►► Green word leaders are 9pt Franklin Gothic Medium in 100% PMS 341. branding strategy. ►► 10-things copy is 9pt Franklin Gothic Book in 100% PMS 431. ►► Conclusion header is 16pt Franklin Gothic Medium in 100% PMS 341. Document Size: 8.5 x 11 U.S. standard letter; double-sided document (A4 version available) ►► Conclusion paragraph copy is 9pt Franklin Gothic Book in 100% PMS 431.
FRONT SIDE FRONT-PAGE HEADER BACK-PAGE HEADER BACK SIDE Include standard CETCO header with notched corner in 80% PMS 341, Must contain slender version of the standard header in 80% PMS 341 with business segment line in 8pt Franklin Gothic Book in white and tab element white notch feature. in white, identifying the business segment to which the document pertains.
GRAY NUMBER CIRCLES BACK-PAGE TITLE The number can change depending on the use of the Use the same verbiage from the front cover. Type document; however, a roundabout number such as five should be 16pt Franklin Gothic Medium in all caps. or 10 must be used. Type is 40pt Times New Roman First-word color is PMS 341, second-word color (turned to outlines) in white; circle is PMS 431. is PMS 431, remaining words 50% PMS 431; 1pt underline PMS 427. Main Title Start off title with “Things you need to know about….” and finish with the product or application for which your 10-Things List document is created. For example: The list should contain up to 10 of the most relevant facts the target audience should know about the 10 THINGS YOU NEED TO KNOW ABOUT GREEN ROOF product or application being promoted. Green text is PRODUCTS AND TECHNOLOGIES 9pt Franklin Gothic Medium PMS 341 at 100%. Gray Type is 30pt Franklin Gothic Medium in all caps with text is 9pt Franklin Gothic Book PMS 431 at 100% 48pt line spacing; First-word color is PMS 341, second with 11pt line spacing. Text is justified both sides for word color is PMS 431, remaining words 50% PMS clean lines. 431; 1pt underline is PMS 427. Green Number Circles Optional SubCategory WITH Bullets Type is 20pt Times New Roman in white; be sure to This area could be utilized to call out specific products create outline using Shift+Ctr+O shortcut. Circles or applications or can be deleted if not needed. Header should be 40% PMS 341. text is in 14pt Franklin Gothic Medium in PMS 341. Bullets must be short and concise; text is 12pt Franklin Conclusion Gothic Book with 18pt line spacing in PMS 431; The conclusion should summarize the key benefits minimum of three bullets, maximum of five. and features of the product or application being pro- moted and include any other pertinent information. Images Text is 9pt Franklin Gothic Book PMS 431 at 100% Large image box must contain a CMYK-format wide- with 11pt line spacing. Text is justified both sides for angle photo at 300ppi resolution. The smaller image clean lines. boxes should contain secondary close-up photos. Contact Info FOOTER Type is 10pt Tekton Pro Bold Oblique in PMS 341 Contains horizontal background in 20% PMS 427, with 12pt line spacing. Update phone numbers and address block in 10pt Franklin Gothic Book Italic application or product area to suit your business. with 12pt line spacing in 100% PMS 431 and the IMAGE master logo. Color Field Text Box Color box is 80% PMS 341. Text is 12pt Tekton Pro Bold Oblique in white with Image should not bleed off the page or extend any higher than the conclusion paragraph or any lower than the contact information line. Do not 24pt line spacing. Update product or application area to reflect content. place any images in the white space to the left of the text column. Image should be on a white feathered background as depicted in the example.
37 38 ADDITIONAL RESOURCEs: ISO 9000 CERTIFICATION MARK ADDITIONAL RESOURCEs: using imagery for use only by business segments authorized to DISPLAY the mark Images are one of the first things to catch the eye of your audience in any printed piece you create. Below is a list of guidelines to help you get your images ready to import into any high-quality printed document. CETCO Lining Technologies and CETCO Building Envelope have been assessed by The British Standards Institution (BSI) as fulfilling the requirements of a given standard or scheme and are the only CETCO businesses permitted to use the BSI certification mark at Images taken from jobsites this time. Use of the BSI certification mark is a valuable marketing tool, and these businesses are encouraged to use it fully. Below is a list of do’s and don’ts when using the BSI certification mark. The mark can be downloaded at bsigroup.com and requires an DO: authorized login to do so. Info below is provided by bsigroup.com guidance on how to display the BSI certification mark. ►► Take photos using the highest possible resolution setting provided by your camera. ►► Consider the composition of your subject before you take a photo. As a BSI certified business, you may: ►► Turn off the date stamp function on your camera. ►► Bring all photos to be used for print into Photoshop for color correction, contrast adjustments and any other required touch-ups. ►► Only use the mark as designed by BSI. ►► Work in RGB mode until you finish editing your image. Then convert the image to CMYK mode, and make any additional color and ►► Print the mark in any color as long as it is uniform. tonal adjustments. Specifically check the highlights and shadows of the image. Use Levels, Curves or Hue/Saturation adjustment ►► Display your scope of certification on electronic media. layers to make corrections. These adjustments should be very minor. Flatten the file if necessary, and save as a high-quality JPG file. ►► Use the mark on electronic media (e.g., the Internet) accompanied by your certificate number. ►► Add the management standard (e.g. ISO 9000) beneath the mark as long as it is legible. DON’T: ►► Use the mark on correspondence, advertising and promotional materials, internal walls and doors, and on exhibition stands ►► Do not import an image into a print document straight from your camera without conducting proper color corrections and relating to your certification, provided such material is not misleading. image enhancements mentioned above. ►► Display the mark on vehicles without the certificate number, provided that the organization name or trademark is displayed ►► Do not include any objects in your composition that would render your image unusable, such as billboards, portable restrooms, adjacent to it. unnecessary people, cars or work vehicles, etc. These items provide unwanted distraction from what you are trying to capture.
When the certification mark is used alone, it is recommended that: Images taken from stock photography websites ►► The logo is no smaller than 10x10mm, except in exceptional circumstances (e.g., on a business card). ►► The font below the mark is Frutiger Light Italic or Arial Light Italic and is centered below the mark. Font size should be DO: proportional to the size of the mark, as shown above. Text can flow to two lines if required. ►► Be sure you obtain a royalty-free image. ►► The text should be set below the mark at a distance equal to the height of the BSI lettering within the logo. ►► Stock images should be modified or cropped so that you ensure the identical image does not appear in another company’s collateral materials. As a BSI-certified organization, you may not: DON’T: ►► Use the mark without the certificate number written adjacent to it, except on vehicles. ►► Do not use a stock image as is after download. Apply reasonable modifications to make it your own. ►► Use the mark on product certificates, (e.g. certificates of analysis, conformity, calibration certificates or testing certificates). ►► Do not use stock images that do not tie in to CETCO’s overall brand and marketing strategies. ►► Display the mark on a product or its packaging. TRADEMARKS AND RELEASES Note: In many cases, it is permissible for service companies to use the symbol on a medium, which is seen by your customers but is not the product itself, (e.g., credit cards, checkbooks). Your assessment team can advise on specific instances. It is also CETCO owns and controls its name, registered product trademarks and logos. To protect the integrity of those identifiers, CETCO permissible to use words describing registered status as long as it is clear that the management system has been accepted, not has established a release policy. All uses and applications of the CETCO name, registered product trademarks and logos shown in the product. e.g., “Manufactured under an ISO 9000 registered quality management system.” this branding guide, whether used in print or on the web or for external or internal use, must be approved by the CETCO Marketing Department prior to production. ►► Use the mark in association with any activity, service or product outside the scope of certification. ►► Use the mark on presentation-style certificates, (e.g., academic qualifications). MEDIA ►► Use the mark in promoting or advertising any organization other than those registered by BSI. It is important that people in photographs or video taken by CETCO give their permission for their image to be used in CETCO Note: The symbol is specific to the business segment registered and may not be transferred to or used by any other CETCO marketing materials. Media and logo release forms are included on pages 41-42 of this guide. business segments.
39 40 MEDIA RELEASE FORM LOGO / TRADEMARK RELEASE FORM
I, ______, hereby grant permission to CETCO, a wholly owned subsidiary of AMCOL I, ______, hereby give permission to ______to use: International Corporation, to use photographs or video taken of me on the date and at the location listed below for use in marketing [Individual or Organization] communications, whether they be in print or electronic format. I also grant CETCO permission to use the photographs or video on display boards or video monitors, and to use such photographs or video on CETCO websites or other electronic forms or media, and CETCO LOGO PRODUCT TRADEMARK OTHER to offer them for use or distribution in other non-CETCO publications, electronic or otherwise, without notifying me. Description: ______I hereby waive any right to inspect or approve the finished printed or electronic matter that may be used in conjunction with the photographs or video now or in the future, whether that use is known to me or unknown, and I waive any right to royalties or other I hereby authorize the [Individual or Organization] to publish the [logo or trademark name] in its original and unaltered form in print compensation arising from or related to the use of the photographs or video. publications and on the Internet for purposes of publicizing CETCO products and programs without payment or any other consideration.
I hereby agree to release, defend and hold harmless CETCO, including any firm publishing or distributing the finished product in By signing this document, I understand that: whole or in part, whether on paper, via electronic media or on websites, from and against any claims, damages or liability arising from or related to the use of the photographs, including but not limited to any misuse, distortion, blurring, alteration, optical illusion * The materials will be used only for marketing purposes only. or use in composite form, either intentionally or otherwise, that may occur or be produced in taking, processing, reduction or * The above-named individual or organization will not release the materials to any other entity without seeking my permission. production of the finished product, its publication or distribution. In addition, CETCO must approve the finished product, including written or electronic copy, wherein the [logo or trademark name] I am 18 years of age or older, and I am competent to contract in my own name. I have read this release before signing below, appears before production. and I fully understand the contents, meaning and impact of this release. I understand that I am free to address any specific questions regarding this release by submitting those questions in writing prior to signing, and I agree that my failure to do so will Clause: be interpreted as a free and knowledgeable acceptance of the terms of this release. In addition, I would like to specify the following conditions for use of the materials:
***************************************************************************************** ______
______I have read this release before signing below, and I fully understand the contents, meaning and impact of this release. This authorization is continuous and may only be withdrawn by my specific rescission of this authorization.
______***************************************************************************************** Name (please print) Date I have read this release before signing below, and I fully understand the contents, meaning and impact of this release.
______Signature Phone Number Name (please print) Date
______Signature Phone Number Organization Name Email ______Organization Name Email ______Address City, State, Zip ______Address City, State, Zip
CETCO 2870 Forbs Avenue, Hoffman Estates, IL 60192, 800.527.9948 cetco.com CETCO 2870 Forbs Avenue, Hoffman Estates, IL 60192, 800.527.9948 cetco.com ADDITIONAL RESOURCEs: STYLE GUIDE
ABBREVIATIONS In Titles, Headlines and Other Display Matter ►► Cap and lowercase all words in a title or header, with the exception of articles (the, an, a), coordinating conjunctions (for, Names of Countries and, or, but, nor), and prepositions of three letters or less (unless they are the first or last word of the title or heading). ►► In text, the abbreviation U.S. may properly be used as an adjective but not as a noun. Prepositions of four or more letters are capped. States Example: ►► When standing alone, the names of states, territories, and possessions of the United States should always be spelled out. It CETCO Announces New Products for Green Roof Systems is also preferable to spell them out in text when they follow the name of a city or other geographic term. ►► This rule applies to all hyphenated compounds in a title or heading as well. Example: The project is located in Seattle, Washington. Examples: spray-Applied Gas Vapor Barriers ►► In lists, tables, footnotes, bibliographies and indexes, the names of states, territories and possessions may be abbreviated, state-of-the-Art Technology generally using the two-letter designations. in Situ Remediation CAPITALIZATION ►► In a title or heading, the first word following a colon is always capitalized.
CETCO Terms Example: ►► The CETCO acronym is always written in full caps. Municipal Solid Wastes: Innovative Products for Solidification/Stabilization ►► Names for CETCO’s business segments are caps and lowercase, even when the names appear in shortened form. COMPOUND MODIFIERS Example: ceTCO Lining Technologies A compound modifier is a combination of two or more words used to express a single concept. Consistency in the treatment ceTCO Contracting Services Company of compounds is always difficult. There are wide variations in acceptable style, and the rules sometimes conflict or overlap. More important than absolute consistency in the formation of compounds is the union or separation of the elements so that ►► Product names are capitalized. terms can be easily read, understood and pronounced. Non-CETCO Terms Compound Noun ►► Capitalization of the names of government agencies, institutions, companies, universities and associations generally follows ►► A compound noun or adjective consisting of a short verb plus a word that normally functions as a preposition or an the style for CETCO business segments. adverb is usually solid, unless a hyphen is needed for readability.
Examples: Examples: department of Energy; DOE spray-applied university of Southern California; the University split-slab
Personal Titles tiedown ►► In text, professional titles are caps and lowercase when preceded by personal names, but are normally lowercase otherwise. subslab underslab Examples: John Smith, President of ACME ►► It is preferable to spell out the name of a chemical compound (lowercase) in text the first time it is used. Subsequently, acme President John Smith the chemical symbols can be used, especially in equations and formulas. ►► However, in listings such as the title page of an industry association report, official and professional titles are caps and Compound Adjectives lowercase, regardless of whether they follow the name or are used alone. ►► Hyphenate words and abbreviations that form a compound modifier immediately preceding a noun, particularly if one element is a past or present participle or if meaning or readability is enhanced. Examples:
John Smith, Manager Examples: John Smith ceTCO-sponsored event Manager two-phase study cost-effective installation
43 44 ADDITIONAL RESOURCEs: STYLE GUIDE cont’d.
►► If a compound modifier does not contain a past or present participle if there is no chance of misreading it, or if the adjective QUANTITIES contains a symbol ($,°F, %), no hyphen is necessary. ►► Measurement: in text spell out 26 millimeters, in tables, OK to use 26 mm Examples: Manufactured gas plant ►► Express round numbers above 10 million in numerals + words: 20 million $20 million budget an 800°C temperature ►► Percentages: in text and tables, use % 4% solution ORTHOGRAPHY EXAMPLES ►► In almost all cases, hyphenate high- and low- adjectival compounds. acronyms: American Institute of Architects (AIA) Examples: ® high-efficiency media AMCOL International Corporation low-level waste and/or: never use CETCO® ►► Hyphenate a compound modifier formed by an adverb plus an adjective or participle, especially if the adverb can be misread to modify the noun following the compound. CETCO’s COCs Examples: world-class facility cost-effective long-awaited results email above-mentioned criteria greenroof ►► Omit the hyphen if a compound modifier is preceded by an adverb that modifies only the first word of the compound. Hoffman Estates, IL Examples: HydroShield Quality Assurance Program a well-equipped lab Internet a very well equipped lab job-specific NUMBERS non-woven ►► Spell out numbers one through 10 and numbers at the beginning of a sentence nYSE: ACO ►► Age off-site online Examples: 24 years PAHs 11 months quality assurance 5-year-old split-slab ►► Currency - Assume dollar designations are in U.S. currency. Otherwise (e.g., Canada) use: US$200 (not U.S.) and CAN$200; spray-applied Do not use $ with USD (e.g., $20 USD), as it is redundant subslab ►► Dates united States: noun - United States; adjective - U.S.
Examples: underslab October 6, 1966 VOCs April 1993 (no comma) w/: never use; use with april 18, not April 18th website ►► Ordinals – superscript, such as 1st, 2nd, 3rd, 4th
45 46 ADDITIONAL RESOURCEs: FAQs ADDITIONAL RESOURCEs: CONTACT US
►► Why are we branding? For any questions regarding this branding guide, please contact: Given the diversity of each of CETCO’s business segments, it is necessary to establish CETCO’s identity under one unified set of standards. Guidelines are necessary to maintain a consistent, high-quality look and feel throughout all campaign materials. ►► Scott J. Mueller This will ensure all campaign materials are recognizable as a whole. See Why This Guide?, page 3. director of Marketing ceTCO Construction Products ►► When will a product or service have to be branded? [email protected] Any existing marketing materials requiring a re-print, must be reproduced within the new guidelines. From this point on, all newly developed items will reflect the new CETCO brand outlined in this guide unless special permission has been given to ►► Rachel Holik “grandfathered in” a piece based on a previous contractual obligation. Do not throw away any printed pieces. Simply apply the marketing Manager new branding when creating new items or as others come up for reprint. Lining Technologies [email protected] ►► How do I get branding approval? ►► Dana McCombs If you are unsure how to apply these guidelines, refer to page 48 to speak with a CETCO Marketing Department contact. marketing Manager Remediation Technologies ►► What if I decide to take my project outside for design? [email protected] Any piece created by or for CETCO will have to go through branding review. Products created by outside vendors are treated the same as those produced internally. ►► Sarah Esp marketing Manager ►► What if I don’t get branding approval? Building Envelope As mentioned previously, all CETCO marketing materials must pass through branding review and be approved prior to final production. [email protected]
►► What if I can’t afford the artwork changes necessary for the branding? ►► Debra Bac If cost becomes a problem, a gradual transition phase for all branding should be implemented to ensure compliance as early marketing Manager as possible. We will be glad to work with you on a timeline for this transition. However, in the future, all project managers will drilling Systems be responsible for putting into their budgets those funds that would cover bringing materials into compliance. [email protected]
►► What if I don’t have time to review the entire guide? ►► Heather Neri marketing Coordinator We prefer that each person responsible for creating projects become familiar with the new guidelines. For specific or urgent requests, contact the CETCO Marketing Department, and you will be directed to which section(s) of the guide ceTCO Construction Products applies to your project. [email protected]
►► The branding guide sets forth ways to ensure that CETCO visual communications have a consistent look and feel. Are there ►► Yvette Bettley similar guidelines available that will help to ensure an appropriate tone and style in written materials? marketing Coordinator ceTCO Europe Yes. The Style Guide on page 43 will help ensure our written materials achieve the professionalism required by our positioning statements. [email protected]
►► Do you have templates that I can work from? For general inquiries, email the Marketing Department at [email protected]. Yes. Templates are provided by the CETCO Marketing Department. If you have a question regarding a template or if you require a template that is not listed, please contact the CETCO Marketing Department (see page 48).
►► May I create a modified CETCO logo by adding customized text to the CETCO logo? No. The approved CETCO logo has been carefully and uniquely designed, and must be acquired from the CETCO Marketing Department.
47 48 NOTES: NOTES:
49 50 AMCOL® INTERNATIONAL CORPORATION
Headquartered in Hoffman Estates, IL, AMCOL operates more than 68 facilities in Africa, Asia, Australia, Europe, North America and South America. The company employs approximately 1,750+ employees in 26 countries. The Company, established in 1927, currently trades on the New York Stock Exchange under the symbol “ACO”. AMCOL International produces and markets a wide range of specialty mineral products used for industrial, environmental and consumer-related applications. With more
amcol.com than 68 worldwide locations, AMCOL manages a global supply chain to deliver world-class quality. Our full range of products and services allows us to bring value to our customers, but ultimately, we believe our commitment to understanding customers’ needs is what sets us apart in our industry.
2870 Forbs Avenue, Hoffman Estates, IL 60192 847.851.1800 | 800.527.9948 | cetco.com CETCO, a wholly owned subsidiary of AMCOL International Corporation