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BRAND STRATEGY
BRAND PROMISE
At International, we believe in constantly challenging the status quo. And constantly improving our trucks and services. Why?
Because we know that you always are looking to make your business better and you count on us to provide you with new ways to do that.
BRAND ESSENCE
BRAND TONALITIES
BRAND SUPERIORITIES
STRATEGIC PILLARS
ALWAYS
BELIEVINGTHERE ISA BETTER WAY
CHALLENGING CONVENTION
ON BEHALF OF OUR CUSTOMERS
CONFIDENT
EXPERIENCE AND INGENUITY
ASPIRATIONAL
UNRIVALED PRODUCTS:
INTEGRATED TRUCKS AND ENGINES
INDELIBLE RELATIONSHIPS:
BEST-IN-CLASS AFTER SALES SUPPORT
PURPOSEFUL INNOVATION:
ADVANCED TECHNOLOGIES
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All Type Fonts that
appear on plane/light
backgrounds:
100%
PMS Warm Gray 8C
C:16 M:23 Y:23 K:44
R: 138 G:129 B:120
Areas of collateral or
signage not covered with
photography are to be
covered with:
5%
PMS Warm Gray 8C
C:2 M:3 Y:4 K:5
Retail and global use
of Orange should be
approved by your
corporate marketing
representative.
PMS 1655 (NEW)
C:0 M:82 Y:100 K:0
R: 223 G:83 B:18
To align with the new Brand Campaign, described
in subsequent pages, there is less emphasis on the
use of orange within communications.
We understand that in some retail and global market
applications, orange still has strong equity, so new
standards are in development to help guide those
decisions.
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PRIMARY FONT FAMILY
The following new font styles should be
used immediately in all communications.
Please note: Knockout is longer an approved
International font.
Fonts can be purchased at
www.typography.com
Knockout is no longer the approved type font
for International brand communications.
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INTERNATIONAL
LOGO STANDARDS
X
X
X
X
X
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INTERNATIONAL
LOGO OPTIONS
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INTERNATIONAL
LOGO OPTIONS
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INTERNATIONAL
LOGO OPTIONS
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4 The style of the ONE campaign can be
summed up in two words: clean & simple.
4 ompositionally, each shot should be
esigne in camera, so t at t e area to t e
left, to the right, or above the truck provides
plenty of space for headlines and copy. This
approach should be consistent whether the
image is to e use in a vertising, co atera
or we .
4 The focus should always be on the truck. And
the backgrounds should be fairly minimal.
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4 Whenever a truck is shown in front ofa structure, the architecture should be
contemporary. In general, architecture
should be set a good distance behind the
truck to allow for a large sky and generous
foreground space.
4 Large, wide-open skies are another
recurring element in this campaign. Dark
vignettes can be added to the sky to
accommo ate reverse text.
4 Trucks may be shown at rest or in motion.
owever, they should always look like theyare coming or goingin other words, on the
roa an in service.
4 er aps most important y, eac truc
should feel as though it is ONE with its
environment. To help achieve this, the colors
are desaturated to give each scene a grittier,
more workmanlike atmosphere.
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Do not use chrome
effect images from the old
reflections campaign
No bolts over images
No image distortion
Avoid overly saturated images
Minimize clutter/buildings/trees in background
No overhead perspectives
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International introduces ProStar +. We took the
ProStar,
our best-in-class long haul truck, andmade it more productive than ever.
Thanks to lighter components and no added
fter-treatment equipment, ProStar+ weighs up
o 700 lbs. less than ProStar. Add a MaxxForce
Big Bore engine, and you can save up to 600 lbs.
more vs. competitive 15-liter engines. That means
up to 1,300 lbs. more payload.
ProStar+ also comes with a standard bumper seal,
ptional full-length chassis skirts on sleeper cabs
nd a new roof fairing on day cabs. Because less
wind resistance means increased fuel economy.
Then theres MaxxForce Advanced EGR, the only
no-hassle solution for 2010 emissions, which lets
ou focus on getting there and back.
A more productive truck helps keep your business
perating at its best. Thats what results when all
f usfleet managers, owner/operators, drivers
work together as ONE.
FINDS A W T
SQUEEZE M OR OD T Y
OUT F TR K
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue (TT) Bold
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
Webdings (#4 Key)
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Arial Regular
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ONE type font:
The word ONE is always set in Gotham Book.
ONE drop shadow
Drop shadow effect is noted below for when ONE
is on a white background and created in InDesign.
ONE Letter spacing
Letterspacing is determined by the width of
lower-case s fitting between the N and E.
The space between the O and N is then
determined to visually match.
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Introducing the International DuraStar , powered
by the all-new MaxxForce 7. Because you need
a truck you dont have to worry about. ne that
ets the job done and is always ready for the next
ne.
Now with up 300 hp, the new MaxxForce 7 gives
you all the capability you need in a V8. Not to
mention up to 3% better fuel economy.
No nee to other a out 2 1 emissions either.
DuraStar comes with MaxxForce Advanced EGR,
he only no-hassle solution available. That means
no added equipment, training or maintenance
and no liquid urea.
Harder working trucks and engines help keep your
business operating at its best. Thats what results
when all o us eet managers, drivers, engineers
work together as ONE.
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ntroducing the International DuraStar, powered
by the all-new MaxxForce 7. Because you need
truck you dont have to worry about. One that
ets the job done and is always ready or the next
ne.
Now with up 300 hp, the new MaxxForce 7 gives
you all the capability you need in a V8. Not to
mention up to 3% better fuel economy.
No need to bother about 2010 emissions either.
ura tar comes with MaxxForce Advanced E R,
the only no-hassle solution available. That means
no added equipment, training or maintenance
nd no liquid urea.
arder working trucks and engines help keep yourbusiness operating at its best. Thats what results
when all of usfleet managers, drivers, engineers
work together as ONE.
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Rules that appear above and below the
headline are set at .8pt with a directional
feather on the right and left set at .5''
The rules end visually at the width of ONE.
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Incorrectly formated headlines
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Improved driver satisfaction
4New HVAC system improves in-cab
comfort and system reliability
4Optional aluminum battery box for
weight and image-conscious customers
4Wig wag headlights, NFPA-compliant
seats & buckles, factory-installed vehicle
data recorder for the fire/emergency
market
Improved durability
4 New standard aluminum fuel tanks
improve corrosion resistance and
reduce weight
Powered by MaxxForce
4 New MaxxForce 7 engine, now with
up to 300 horsepower
4MaxxForce Advanced EGR, the only
no-hassle solution for 2010 emissions
Bullet point sections are set up similar to body
copy text except that bullet points do not have to
be justified text. Subheads are in bold, bullets are
set in regular.
The gray bar at the top is set to the same height as
DURA in the DuraStar logo.
Vertical rules are .8 pt and are set at 40% opacity.
The vertical rules act as containment for the bullet
text as well as a separator between multiple
columns of bullet points.
X equals X height of Dura
X
X
Improved driver satisfaction
4New HVAC system improves in-cab
comfort and system reliability
4Optional aluminum battery box for
weight and image-conscious customers
4Wig wag headlights, NFPA-compliant
seats & buckles, factory-installed vehicle
data recorder for the fire/emergency
market
Improved durability
4 New standard aluminum fuel tanks
improve corrosion resistance and
reduce weight
Powered by MaxxForce
4 New MaxxForce 7 engine, now with
up to 300 horsepower
4MaxxForce Advanced EGR, the only
no-hassle solution for 2010 emissions
Helvetica Neue (TT) Bold
Helvetica Neue (TT) Regular
Webdings (#4 key)
=
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A NAVISTAR COMPANY ENDORSEMENT
FOR USE ON ADVERTISING, MARKETING MATERIALS
AN D PRI NTE D STATI ONER Y.The endorsement A NAVISTAR COMPANY below the logo mark will be used
on all corporate marketing communications. Do not attempt to typeset the
logo endorsement yourself. The logo endorsement is custom artwork and can
only be acquired by downloading from mrc.liveadmaker.com.
LARGEST:
.88'' heightSMALLEST:
Common print ad and brochure size
.64'' height
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STAR NAME BADGES AND MAXXFORCE LOCKUP
Star name badges always appear in desaturated colors.
These badges can be found on www.mrc.liveadmaker.com
=
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MARKETING EXAMPLES
4Print Ads
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MARKETING EXAMPLES
4Collateral
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MARKETING EXAMPLES
4Web