brand identity standardsti.3.0

identity standards TI 3.0

The fundamentals of our brand


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Introduction

our Mission

To create a signi� cant competitive advantage and market dominance for our clients by providing unsurpassed logistics expertise and technology.

our Vision

To be the World’s leading provider of value-based logistics services.

our Values

Transportation Insight values its integrity, the pursuit of excellence, and an uncompromising commitment to quality in serving its clients.

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our Brand

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Our brand identity standards

Contents > About Our Brand > Our New Brandmark > Core Values > Design Philosophy > Our Voice > Signature > Tag Line > Symbol > Logo Type > Space & Size > Corporate Colors > Typography > Business System – Letter head, envelope, BC > Presentations PPT > Email Signature > Logo and Tag line usage on specialty items


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About our brand

As Transportation Insight transforms its business, we take this opportunity to better de� ne our identity and brand promise to our clients. Our core identity remains the same. We are still the trusted partner working to provide our clients the best solutions and discovering continuous improvements to give our clients a competitive advantage to help them dominate their market. To reinforce this identity, we have focused our core philosophy on becoming a trusted partner with our clients. We have made a commitment to deliver innovative, results-oriented solutions. � e total integration of our identity, behavior, and core values will allow us to uphold the essential promise of our brand: to provide best-practices in every pillar of our o� erings. In one sentence, this is what we and our brand are all about.

� is book has been created to reveal our newly re� ned identity, and introduce you to the personality, appearance, and voice of the new Transportation Insight brand. � e standards within were created to give you a technical understanding of the components and structure of our new image. Keep in mind that this is a living document and look for electronic updates and additions as we grow.

I invite you to read and see for yourself the beginning steps of the new Transportation Insight brand. With your attention and support we will continue to prove to our clients that they can always count on Transportation Insight.

Sincerely,

Chris BaltzChief Strategic O� cer

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Core values� e de� ning pillars of the Transportation Insight brand are the values that we continuously strive to manifest through our work. � roughout this book, both in language and design, we have sought to simultaneously demonstrate and describe the composition, character, and integrity of our new identity. � e basic values invigorating our brand are described below.

Client-driven“Every decision we make will be based on being “Tuned In” (listening) to, and responding to, client needs” (Paul � ompson, CEO). We know that our success depends on consistently providing value for our clients. Consequently, we must always strive to be attentive listeners, (to be Tuned In) able to respond compassionately, quickly, and decisively.

Trust“� e greatest quality is to be considered dependable” (anonymous). Trust is earned through the consistent display of attentive consideration and delivery of e� ective solutions. By listening to clients, we show we care. By responding e� ectively to what we hear, we are dependable.

InnovationTo be considered innovators, we have to stay a step ahead of the ever changing market, evolving technology and business insight. To achieve this, we must focus on anticipating new developments and problems before they arise. Our reputation for innovation will emerge from our intuitive understanding of what will be needed before it is asked for.

ActionOur success will � ow from the innovation and e� ectiveness of our services. E� ectiveness stems from the provision of appropriate, intelligent, responsive, and proactive solutions that provide continuous improvement opportunities to every client we serve.

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Design philosophy

In the reconstruction of our brand, we have tried to exemplify in every respect a distinct identity and philosophy.

� roughout this book you will see and read about the exact guidelines governing the use and implementation of our signature, language, and graphic design.

Our signature was carefully crafted to encompass and represent our brand’s philosophy. It embodies the idea that represents no beginning and no end within the circle and illustrates movement and continuous improvements. � is also represents the three parts of our new tag line. Evaluate. Innovate. Dominate.

In all of our communications and graphics, it is our wish to radiatea simple sense of elegance, sophistication, and innovation.

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Our voice

Usage

� e Transportation Insight brand is a promise of integrity and respect in all of our endeavors. Our values guide our behavior and the way in which we communicate. Our attitude is re� ected through the usage and tone of our language.

Please follow these guidelines for communication:> Use a Tuned In mindset and “listen” to clients needs before o� ering solutions> Be knowledgeable, never arrogant, patronizing or dogmatic> Speak clearly and concisely to demonstrate intelligence, honesty and integrity> Use factual evidence in supporting strong claims> Demonstrate loyalty, understanding and compassion

Tone

Our tone of voice conveys the attitude, integrity and demeanor of our personality.

Our preferred tone stems from our values:> Empathetic, understanding, polite, positive, respectful> Consistently portray Transportation Insight as the insightful business partner> Adopt a friendly and approachable manner that will encourage interest

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� is new Transportation Insight signature is the graphic representation of our company and the values for which it stands. It identi� es us to the world, displaying an image that is both strong and unique.

� e Transportation Insight signature combines the two most important visual elements of our brand, the Transportation Insight logotype and the symbol. � e diagram to the left illustrates the recognizable graphic features that make the Transportation Insight signature unique.

� e Transportation Insight signature elements should never be separated. Position, size, and color, along with the spatial and proportional relationships of the Transportation Insight signature elements are predetermined and should not be altered.

To ensure consistent representation of our brand identity always use high-quality vendors and reproduction methods.

To obtain electronic master signature artwork, go to our Share Point portal at

http://share.t-insight.com/intranet/community/doclib/Marketing/Forms/AllItems.aspx

TI Signature

symbol TI logotype

TI signature

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� e new Transportation Insight tag line de� nes where we are going in TI 3.0. What sets us apart and will resonate with our prospects and clients.

Evaluate. Transportation Insight takes a continuous improvement approach to world-class supply chain management. We carefully analyze a client’s current supply chain state when evaluating potential for strategic partnership. As a 3PL, we provide freight data analysis, on-site operational assessment and one-of-a-kind solutions. Our recommendations are designed to help clients save money and improve control and productivity in the future state of their logistics operations.

Innovate. Innovation � ourishes as our logistics professionals collaborate and create unique supply chain solutions. We use industry expertise and intellectual capital to create new, customized ways to help our clients meet their business goals. In addition to our top talent in logistics engineering, � nancial analytics and cutting-edge technology, Transportation Insight employs business and operational professionals from many industries. We assimilate enterprise-wide knowledge to create distinctive, best-in-class transportation solutions.

Dominate. With leaders strong in carrier knowledge, Transportation Insight is successful in helping our clients go beyond creating and sustaining competitive advantage to helping them dominate their markets in the way they desire! Some clients may want to dominate as #1 in their market space. Others may want to be a solid #2 in market position but the best in customer service. � e key is our strategic, ongoing e� orts to make our clients more pro� table and e� cient. By providing continuous improvement to help our clients dominate their markets, we’ll dominate ours.

Tag line

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� e unique Transportation Insight symbol stands for the three components of our tag line. Evaluate. Innovate. Dominate. It represents our new process of assessment, to evaluate before we begin. � en using our innovation, integrating diverse ideas to solving complex problems within the supply chain, leading to excellence that will help our clients dominate their market.

� e diagram to the left demonstrates the origin of the Transportation Insight symbol design and construction. It is meant as historical information only, and does not imply that the symbol can in any way be manipulated. � e importance of this cannot be stressed strongly enough; modi� cation or re-treatment of the TI symbol will detract from the integrity of the TI signature and, more importantly, the value of the TI brand.

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Symbol

Evaluate

Innovate

Dominate

Continuous Improvement

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� e Transportation Insight logotype was created as a speci� c artistic style to convey the personality and voice of the TI brand. � e san-serif style was favored for its � owing quality and ability to render a balance and symmetry that is complementary to the Transportation Insight symbol. In order to protect the integrity of our brand, the logotype must never be altered or replaced by any other type.

Logo type

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Logo Type Style

Insignia LT Std

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Clear space refers to a distance of “X”, as a unit of measurement, surrounding each side of the TI signature. “X” equals the height of the letter “n” of the TI logotype. A minimum clear space requirement has been established to ensure the prominence and clarity of the TI signature. It is essential that the TI signature remains free of all graphics, identities, photography, and typography.

Minimum size refers to the smallest size at which the TI signature may be reproduced to ensure its legibility. � e minimum reproduction size of the TI signature is 3.25” wide, based on the length from the left edge of the circle to the right edge of Transportation Insight® logotype outer edge of the register mark. However, when space limitations dictate the use of a reproduction size that is smaller than the recommended minimum, we have developed a stacked version of the signature to use. (See next page for sample of stacked version of Transportation Insight signature). Otherwise contact the Transportation Insight corporate marketing department for approval of those special applications. Observe the reproduction size requirements of the signature to avoid poor quality or distortion.

The register symbol ® is a legal component of the Transportation Insight® signature and must always be present to protect our identity. Contact the Transportation Insight corporate marketing department for approval any re-sizing of the register symbol ®.

Space and size

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3.25” Minimum size based on width of logo

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“n” height = x

x = clear space around signature

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� e intended use of the stacked or vertical logo is to allow � exibility in narrow spaces to keep our brand dominant and the tag line easy to read.

� is stacked version of the Transportation Insight signature is to only be used by the Transportation Insight corporate marketing department. All others should make a request for approval of any special applications that may be needed in the event the single line signature will not work. One example of that would be in a one color use. (See example on left).

Optional vertical logo for smaller applications & one color usage

Stacked signature

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Evaluate. Innovate. Dominate.

One color use

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Color provides a strong visual link to our brand identity across a wide range of applications. TI yellow, blue and black serve as our brand’s corporate colors for print, electronic and environmental applications.

Transportation Insight yellow is Pantone 111, blue Pantone 302 and black. � e color chips for the TI provided with these standards are the Pantone color standards that all printed materials should match.

� e secondary color palette has been created for use in presentations and other corporate materials. To � nd colors that are consistent with the business needs of client, enterprise, and online applications, please refer to the relevant style guides.

To ensure consistent representation of our brand identity always use high-quality vendors and reproduction methods.

Corporate colors

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secondary colors

to be selected

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Proper application of the Transportation Insight signature is essential for promoting, maintaining, and protecting our brand. Adhere to the speci� cations in these standards and use high-quality vendors and reproduction methods to ensure consistent representation of our brand.

� e preferred color con� guration of the Transportation Insight signature is in full color (4 color process) and should be used whenever possible. Based on the applications and reproduction requirements, there are two ways to reproduce the TI symbol: for applications such as collateral and presentations, the TI symbol reproduces in four-color process. For applications such as stationery, the TI symbol reproduces in three colors, TI yellow, blue and black (for reproduction instructions, see diagram to the left).

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Signature colors

three and four-color reproduction

cmykfour-color process

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a 20% screen ofPMS 302 is usedto defi ne word

Insightor use stacked signature, p. 16

� e Transportation Insight signature must always appear clearly and legibly on its backgrounds. Always observe clear space speci� cations and use high-quality vendors and reproduction methods. � e preferred color con� guration of the TI signature in full color should appear on a white background whenever possible or the tan background speci� ed on the top left.

� e Transportation Insight signature may also appear on some dark-colored, and light-colored backgrounds as long as su� cient contrast is provided. In situations where the background color is a grayscale or a percent of a color somewhere between absolute black and white, please observe the following recommendation: when the background shifts to more than 50% gray in density, the TI logotype must appear in white. A gray background density of less than 50% requires the use of the full color TI logotype.

When placing the signature on a background other than the ones speci� ed in these standards, use your best judgment to determine whether full color or white TI logotype renders the highest contrast.

Always ensure legibility by placing the signature in an area that is simple and uncluttered leaving some white space around the signature.20

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Signature backgrounds

tan background/4 color signature

tan backgroundC - 0 M - 0 Y - 8 K - 7

50% color background/4 color signature

100% background color/white signature

background50% of PMS 302

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Our primary font family is Adobe Caslon Pro and it is widely used in both internal and external TI communications as the body of text (mostly print). � is serif font is available in various weights. For our purposes, however, the most commonly used are Regular, Regular Italic, Bold, and Bold Italic.

Electronic communications (e.g., Word templates & power point) require the use of the TrueType version of this font.

Our secondary font family is Gotham. � is san-serif font is used to complement the primary font family as headlines, sub heads and call outs. � e most common used are Gotham Bold as headline with and Gotham Light as sub-head or call outs.

Under no condition should the “logo” type be used for anything other than the logo to preserve the integrity of our brand.

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Corporate typography

Adobe Caslon Pro is the primary type style

the world leader in third party logistics - regular

the world leader in third party logistics - italic

the world leader in third party logistics - bold

the world leader in third party logistics - bold italic

Gotham is the secondary type style

the world leader in third party logistics - light

the world leader in third party logistics - italic

the world leader in third party logistics - bold

the world leader in third party logistics - bold italic

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328 First Avenue NW Hickory, NC 28601 • 828.485.5000 • TransportationInsight.com

328 First Avenue NW, Hickory • NC 28601328 First Avenue NW, Hickory • NC 28601

Letter head, envelope, business cards.

Business card art layout below:

Letterhead and business envelope art will be provided for printing by marketing department.

Business system


328 First Avenue NW

Hickory • NC 28601

transportationinsight.com

828.485.5207 .o

828.322.8612 .f

704.839.6195 .c

[email protected]

Bret Morey

Marketing Manager

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328 First Avenue NWHickory • NC 28601transportationinsight.com

828.485.5207 .o828.322.8612 .f

704.839.6195 [email protected]

Bret MoreyMarketing Manager

back

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328 First Avenue NWHickory • NC 28601transportationinsight.com

828.485.5207 .o828.322.8612 .f

704.839.6195 [email protected]

Bret MoreyMarketing Manager

TI Signature centered3.25” wide max.

Persons name centered - 10ptGotham bold10pt leading Title - 8ptGotham lightcentered

Address and web addressfl ush left - 8ptGotham light 9pt leading

1/8” from edges

1/8” from edges

type not to drop below

Phone numbers and email address fl ush right - 8ptGotham light9pt leading

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Power point presentations

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Power Point Presentations (PPT)

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Email signature

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Logo and tag line usage on specialty items

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brand identity standardsti.3.0

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