esco corporation brand guidelines 2015

BRANDGUIDELINESCORPORATE

2015{

ESCO branding guidelines are established and administered by the Corporate Communications & Marketing (CC&M) Department.

SUSTAINABILITY

SOCI

ETY

ECONOMY

ENVIRONM

ENT

100%STAKEHOLDER SATISFACTION

TRUE NORTH

ZERO WASTEZERO H

ARM

www.escocorp.com

ESCOBRANDGUIDELINESour corporate identity

table of contents

Section 1: Introduction the ESCO® brand ............................................................................................................................6 definingabrand .............................................................................................................................7 definingourpurpose ......................................................................................................................8 ESCO’s vision & mission ..................................................................................................................9 help us help you ............................................................................................................................10

Section 2: Visual Assets ESCO corporate logo history .......................................................................................................12

logospecifications .......................................................................................................................13

brand architecture .......................................................................................................................14

oil & gas logos&specifications .............................................................................................15-16

approved fonts ........................................................................................................................17-18

colors .........................................................................................................................................19-21

Section 3: Stationery & Collateral email signatures .......................................................................................................................24-25

business cards ...............................................................................................................................26

letterhead .....................................................................................................................................27

envelopes .....................................................................................................................................28

corporate & divisional collateral ................................................................................................29

presentation templates ...............................................................................................................30

Section 4: Product Branding ESCOproductspecifications ......................................................................................................32 programmatic logos ....................................................................................................................33

Section 5: Sites exterior paint & building signage ...............................................................................................36 entry door signage .......................................................................................................................37 interior paint & entry signage .....................................................................................................38 supply & service ...........................................................................................................................39

Section 6: Apparel & Promotional supply & service sites ...................................................................................................................42

trade shows ...................................................................................................................................43

plant & workshop .........................................................................................................................44

promotional items ........................................................................................................................45

Section 7: Corporate Vehicles standard & extended cab ..........................................................................................................48

service trucks ................................................................................................................................49

Additional Information contact page ...............................................................................................................................51

introductionBrands have never been more important than they are today. Powerful brands, when nurtured and managed properly, give companies longevity and a unique position in the marketplace. Further, the route to corporate success can be found in developing brands that show more care. ESCO® continues to be a winning brand that demonstrates a commitment to changing the world in which we live.

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6

terminology

the ESCO brandToday, the ESCO brand is recognized worldwide for the quality and performance of our highly engineered wear products. Our brand is the representation of what ESCOoffersthemarketplace.Itreflectshowwewantour customers and audiences to perceive us. All images and text representing ESCO should strive to support our guiding principles of innovation, leadership, continuous improvement, performance and sustainability.

In 2010, we renewed our vision: ESCO True North: Zero Harm, Zero Waste and 100% Stakeholder Satisfaction. Thisvisionisdesignedtoguideourcontinuousimprovementefforts,increaseoperationalefficiencies,drivesystematic safety improvements, strengthen relationships with our end users, and integrate innovative sustainable solutions into our family of products and services.

We have established these brand guidelines to support a consistent, integrated brand across everything we produce. This guide also details our visual design system by discussing logos, typography, color and design elements. It serves as a comprehensive reference for several templates and our branded assets. Further, the requirement for strong, consistent messaging is equally as important as the visual language communicated to our customers and the public. This begins with our company overview.

As we continue our daily drive for True North, I invite you to join me in this journeytowardgrowingourmeaningfulandinfluentialglobalbrand.

ESCOBRAND

Cal CollinsPresident and CEO

BRANDGUIDE

7

terminology

definingabrandA brandisanamewiththepowertoinfluence.It is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and marketed. A brand name is the name of the distinctive product, service or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

company overviewESCO® Corporation engineers, manufactures and services mission critical equipment used by companies in mining, construction, industrial, and oil and gas industries. With more than 100 years of experience in the science of metals, alloys and wear materials, ESCO products are used in a wide range of applications, including highly abrasive digging, recycling, excavation, drilling, snow plowing and many more. ESCO is recognized as an industry leader delivering innovative products and custom engineered solutions that enhance customer productivity and safety. Privately held, ESCO is headquartered in Portland, Ore. and maintains a growing global network of nearly 90 manufacturing plants, supply & service facilities and officesin23countries.Formoreinformation,visitescocorp.com.

ESCOBRAND

8

terminology

definingourpurposeAcompanyperformsbetterwithaunifiedvoiceand vision of its direction, which is the foundation for a brand. Key to growing our brand internally and externally is a clear and concise answer to the simplest questions that are asked of any employee or customer. All are rooted in our core reason for being.

LEADERSHIP

We create an environment of engagement, collaboration and respect

SUSTAINABILITY

We are responsible for a better future–

economically, environmentally

and socially

PERFORMANCE

We are accountable for delivering

exceptional results

CONTINUOUSIMPROVEMENT

We relentlessly improve all that we

do to deliver customer value

INNOVATION

We deliver innovative solutions to meet customer needs

our guiding principles These are intended to capture the purpose of the brand and bring it to life, and serve as foundational principles embodied in everything we do. Successful companies live their brand through their employees. Our values help articulate how we interact with each other and our customers.

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corporate messaging

ESCO’s vision & missionTheESCOVisionandMissionreflectwhatweintendto become as a company. They unite and inspire us toward a common strategic direction.

True NorthOur ideal vision which we are constantly pursuing.

Zero Harm, Zero Waste and 100% Stakeholder Satisfaction. ● Zero harm to our employees, our customers, and the environment and communities in which we live and work.

● Zero waste of our time, materials, talents and skills.

● 100% stakeholder satisfaction including our employees, customers, suppliers, investors and neighbors.

our mission (why we exist) To be the leading independent designer, manufacturer and provider of highly engineered wear and replacement products and services essential to the performance of our customers’ equipment used in mining, oil and gas, construction and industrial applications.

innovation ● Directly partners us with our customers

● Enables us to lead the industry with solution- based products and services

● Capitalizes on our creativity and deep technological expertise

leadership ● Delivers results through timely decision-making, effective problem solving and people development

● Creates strategic alignment across the organization

● Drives individual and enterprise success

continuous improvement ●Defines,managesandcontinuouslyimproves our processes

● Challenges the current condition for the next best step

● Leverages the talents of our employees through disciplined thought and action

performance ● Creates a unique, consistent, remarkable customer experience from anywhere in the world

● Provides exceptional quality, value and speed to our customers

● Contributes to the prosperity of our employees, partners, shareholders and the community

sustainability ● Protects and promotes the safety and health of our employees and those involved with our products

● Leverages our expertise, innovation and technology to increase our productivity while reducing environmental impact

● Establishes a local presence and partner relationship with the communities where we work and live

ESCOBRAND

10

{ who to contactFor printing and display guidance, please contact Corporate Communications & Marketing at [email protected].

working together

help us help youAt ESCO, every department has a tailored set of objectives. They may differ from team to team but they always map to broader company objectives. Branding should be viewed the same way. The brand your department presents to the rest of the company should map to the overall corporate brand.

Please enlist the Corporate Communications & Marketing (CC&M) team if you have questions about how you are applying the ESCO brand.

working with outside resources Our brand must leave a consistent impression. When enlisting outside agencies for design, layout or conceptual help, ensure that the third party adheres to these brand guidelines. In order for CC&M to catalog and compile all creative ESCO projects, please send a copy of the approved project to: [email protected].

visual assetsVisual assets consist of key branding elements, such as, but not limited to: the ESCO logo, corporate colors, approved fonts and Oil & Gas Division company logos. Together, these assets helptodefinetheESCObrand.

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12

evolution

ESCO corporate logo historyOur corporate logo is the most visible expression of our brand. It is the constant that represents ESCO in every communication and acts as a stamp of approval for everything we place it upon. Proper and consistent application is essential to maintaining and building logo recognition.

ESCO’s logo today symbolizes a vibrant and expanding company. It is comprised of three components: company name, oval and blade.

The current logo was revised in 2010 to represent ESCO as a company: clean, sharp and precise. The blade symbolizes the company’s metal origins, cutting-edge expertise and focus on innovation. As the oval pays homage to the company’s legacy logos, the motion of the blade indicates growth and global reach.

1930

PRESENTCorporate Logo

1950

1960

1970

2002

{ noteEach letter in ESCO is to be capitalized when referenced in headlines, subheads, body copy and other communicationsESCO is an acronym: Electric Steel Company.

Discontinued. Not to be used without express permission of Corporate Communications & Marketing.

Discontinued. Not to be used in new applications without express permission of Corporate Communications & Marketing.

symbol logotype

registered trademark

Discontinued. Not to be used without express permission of Corporate Communications & Marketing.

Discontinued as a corporate logo, but may be used for product branding.

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Registered trademark should always appear with the logo, regardless of application. With large wall applications as an exception. For any exceptions, please contact CC&M.

background: Pantone 186C

usage & variations

logospecificationsClear space surrounding the logo must be equal to the height of the ESCO logo letters. This safeguards autonomy and separation between surrounding images, graphics and logos.

To properly stage the logo, a minimum clearance between the logo and other elements must be maintained.

Three color variations of the ESCO logo are approved: red, white and black (when the logo appears on a colored background). See page19 for details concerning color.

3 color logored on red logo in an oval altered proportionsunapproved color

unapproved examples

sample combinations of the red, black and white versions of the corporate logo:

background: black

background: Pantone Cool Grey 10

background: white

X

minimum sizeThe minimum logo sizes depicted below help to ensure that the logo reproduces with optimal legibility.

When a logo application at a small size is required, use the above example to determine the optimal configuration-minimum width is 16 mm.

Alwaysuseapprovedlogofiles.Theapprovedlogomustnot be redrawn, re-typeset, re-proportioned or altered in any way.

the blade symbol as a graphic elementThe blade and oval can be used as a graphic element in branded materials.

background: Pantone Cool Grey 6

When using the blade symbol at a small size, use the above exampletodeterminetheoptimalconfiguration-minimum width is 13 mm.

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companies withinthe Oil & Gas Division

brand architecture

oil & gas logosThe ESCO corporate logo is the default mark and is to be used except where noted on divisional or product applications.

Brand architecture is an extremely complex subject where few rules apply. With ESCO’s expansion into the oil and gas market, ESCO as the “parent brand” currently takes an endorsement role of our Oil & Gas companies.

Since ESCO employs an endorsed house branding strategy,* the companies within the ESCO® Oil & Gas Division feature the company’s logo with the added tagline: An ESCO® Oil & Gas Company. In this instance, ESCO as the parent company takes only an endorsed role, externally.

A company logo with tagline, (i.e., “An ESCO® Oil & Gas

Company”) should be used.

®

An ESCO® Oil & Gas Company

{ *what is an endorsed branded house?The endorsed house is an architecture based on the addition of new brands with the added credibility of the existing parent brand. The branded house is a strategy by which the corporation is the source of reputation and the federating force.

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®


Maintain consistent spacing (3 mm) from the bottom of the lowest letter in the company logo to the tallest ascender in the ESCO divisional tagline.

3 mm

tagline placementA tagline to a company’s logo must followthesespecificguidelines.

Oil & Gas Companies—Ulterra®

logos&specificationsThe tagline, “An ESCO® Oil & Gas Company,” will be used in conjunction with the Ulterra logo. This mark will be the primary logo used.

When the Ulterra “U Ball” symbol appears alone, the divisional tagline is unnecessary.

®


This tagline must be included whenever the Ulterra logo is used, except for instances when the Ulterra logo is used in conjunction with the ESCO Oil & Gas logo.

Font: Akzidenz-Grotesk Std/RegColor: 50% black

Size: Must not be reduced smaller than 5 pt in order to maintain legibility.

Example of 4.5 pt type.

The smallest acceptable vertical logo size is 26 mm wide.

®


The smallest acceptable horizontal logo size is 50 mm wide.

®


horizontal logo

vertical logo

®


®


®


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Oil & Gas Companies—Stabiltec™

logos&specificationsThe tagline of “An ESCO® Oil & Gas Company” will be used in conjunction with the Stabiltec logo. This mark will be the primary logo used.

This tagline must be included whenever the Stabiltec logo is used.

Font: Akzidenz-Grotesk Std/RegColor: 50% black

Size: Must not be reduced smaller than 5 pt in order to maintain legibility.

Example of 4.5 pt type.

The smallest acceptable vertical logo size is 27 mm wide.

horizontal logo vertical logo

The smallest acceptable horizontal logo size is 37 mm wide.

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print

approved fontsTypography is used to reinforce a brand’s visual identity. Multiple font families have been selected from the serif and sans serif categories to communicate the image and messaging desired for divisional and corporate purposes.

AaArcherUse: headlines, quotes, titles, subheads

AaCentury GothicUse: headlines, body copy, subheads

AaArialUse: headlines, body copy, subheads

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789



Aa

Handel Gothic ITC StdUse: trademarked product names


trademark usage ESCO’s trademarks and brands are intellectual property and are valuable assets of the corporation. A trademark is a distinctive name, phrase, symbol, design, picture or style used by a business to identify itself and its products and services to customers. Marking is necessary to maintain exclusive rights of use. Trademark acknowledgment is the means by which some companies show that certain terms are trademarks.

® denotes a registered service mark or trademark.

™ denotes a trademark application pending or common law claim on the mark.

(SM) denotes a service mark application pending or common law claim on the mark.

Generally, demarcation is not necessary for every occurrence of a trademark or service mark in an article, press release,advertisementoronawebsite,etc.;however,ataminimum,thisidentificationshouldoccuratleastonceineachpiece.Usethetrademarksymbolinthefirstappearanceofthetrademarkinaheadline,and/orthefirstprominentuseandfirstappearanceinthebodyoftext.Whenindoubt,erronthesideof“over-marking.”The proper use of trademark symbols with this trademark is as follows: ESCO® products (for example).

AaAkzidenz-GroteskUse: programmatic logos, body copy, headlines, subheads


main corporate print font

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digital

approved fontsTo ensure professionalism and consistency throughout our communications, employees, when communicating internally or externally, are expected to follow the guidelines contained in the brand guidelines. Email messages, backgrounds and signatures should not deviate from the digital font requirements described on this page. Backgrounds should not be used, unless approved by CC&M.

AaCalibriUse: email body copySize: 11 ptColor: black or dark blue


AaArialUse: email body copy, headlines, subheadsSize: 10 ptColor: black or dark blue


approved example unapproved example

RE: Digital Fonts

This is an example of an approved digital font for ESCO employees.Calibri 11 pt.

RE: Digital Fonts

This is an example of an unapproved digital font.

unapproved background example

RE: Digital Backgrounds

main corporate digital font

X

X

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corporate

colorsColor selection is a key element in building a strong brand. ESCO’s primary color is red and should therefore be the dominant color in any presentation, print collateral, online graphic, environmental graphic, etc. The secondary color palette was created to complement the ESCO red tone and should not play a dominant role in ESCO materials.

PANTONE 186C

CMYK 5/100/98/12

RGB 202/26/34

WEB #CA1A22

SCREEN PRINTING FIRE RED

primary

secondary

PANTONE BLACK

CMYK 35/60/60/100

RGB 0/0/0

WEB #000000

SCREEN PRINTING BLACK

PANTONE COOL GREY 10C

CMYK 0/0/0/70

RGB 99/100/102

WEB #636466

SCREEN PRINTING DARK GREY


CMYK 0/0/0/25

RGB 199/200/202

WEB #C7C8CA

SCREEN PRINTING LIGHT GREY

PANTONE WHITE

CMYK 0/0/0/0

RGB 255/255/255

WEB #FFFFFF

SCREEN PRINTING WHITE

ESCOBRAND

20

Oil & Gas Companies—Ulterra®

colorsUlterra colors revolve around the primary tone: teal. Ulterra is synonymous with this bright, vibrant color that hascometorepresentspeedandefficiencywithinthe oil and gas industry. The secondary colors provide a balance that does not stray from the professional, cool color palette established by the primary color.

primary

secondary

PANTONE 7474C

CMYK 90/0/28/22

RGB 0/146/159

WEB #00929F

PANTONE WHITE

CMYK 0/0/0/0

RGB 255/255/255

WEB #FFFFFF


PANTONE BLACK

CMYK 35/60/60/100

RGB 0/0/0

WEB #000000



CMYK 0/0/0/25

RGB 199/200/202

WEB #C7C8CA

SCREEN PRINTING LIGHT GREY

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Oil & Gas Companies—Stabiltec™

colors

Stabiltec colors were chosen to reinforce the strength and power of its drilling products. The secondary colors help to compliment the warm, red primary color with a warm grey, black & white options.

primary

secondary

PANTONE 202C

CMYK 15/100/90/25

RGB 138/0/26

WEB #890019

PANTONE WHITE

CMYK 0/0/0/0

RGB 255/255/255

WEB #FFFFFF


PANTONE BLACK

CMYK 35/60/60/100

RGB 0/0/0

WEB #000000


PANTONE 415C

CMYK 41/33/43/2

RGB 139/138/123

WEB #8A8A7A

SCREEN PRINTING WARM GREY

stationery & collateralCorporate stationery and collateral pieces are essential communication tools. Each should be relevanttoouraudienceandreflectiveofESCO’sglobal brand. Stationery and collateral templates follow for ESCO and companies within the ESCO Oil & Gas Division.

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ESCOBRAND

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digital templates

email signaturesThe following examples are the currently approved email signature guidelines for ESCO employees. All existing employees are required to update or create new signatures to be in compliance with these guidelines.

{ how to accessTo access a template for corporate email signatures, go to the Employee Brand Center on SPARK. Contact CC&M with questions.

ESCO division version (no department) ESCO employee extended title version with division & department version

Name | TitleDepartment (optional)Division (optional)ESCO Location office: 503.555.1212 | mobile: 503.555.1213 escocorp.com | [email protected]

Font: Arial/BoldColor: blackSize: 10 pt

Font: Arial/RegColor: 50% blackSize: 10 pt

Font: Arial/BoldColor: dark redSize: 9 pt

Font: Arial/RegColor: blackSize: 9 pt

Font: Arial/Reg (hyperlink)Color: 50% blackSize: 9 pt

Font: Arial/RegColor: dark redSize: 9 pt

Font: Arial/Bold (letters and colon)Color: blackSize: 9 pt

John Smith | Marketing Coordinator Mining DivisionESCO Portland | World Headquarters office: 503.555.1212 | mobile: 503.555.1213escocorp.com | [email protected]

John Smith | Vice President Investor & Gov. Relations and Comm. Corporate Comm. & Marketing - Mining DivisionESCO Betim office: 503.555.1212 | mobile: 503.555.1213 | Skype: jsmith (optional)escocorp.com | [email protected]

ESCO corporate version

note: A maximum of three lines is allowed for name, title, department and division. In the case of long titles that extend to a second line, combine department & division on line three-separated by a hyphen. Abbreviations may be used to shorten titles, departments & divisions. Please see page 25 for approved abbreviations.

optionalFont: Arial/BoldColor: 50% blackSize: 9 pt

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Ulterra version

Stabiltec version

approved abbreviationsWhen titles exceed three lines (email signatures & business cards), an abbreviation is acceptable. Additional abbreviations need approval by CC&M. Below are some examples:

Administration/Administrator:Admin.Assistant: Asst.Associate: Assoc.Communications: Comm.Construction & Industrial: C&ICorporate: Corp.Development: Dev.Division: Div.Engineer/Engineering:Eng.Government: Gov.Limited: Ltd.Manager: Mgr.Oil & Gas: O&GOperations: Ops.Organizational: Org.Regional: Reg.Representative: Rep.Senior: Sr.Vice President: VP

Jay Smith | Account RepresentativeULTERRA Fort Worth An ESCO® Oil & Gas Companyoffice: 405.555.1212 | mobile: 405.555.1213ulterra.com | [email protected]

Jane Smith | Marketing Coordinator STABILTEC Parks An ESCO® Oil & Gas Company office: 337.555.1212 | mobile: 337.555.1213stabiltec.com | [email protected]

digital templates

email signaturesEmail signatures are the digital world’s answer to a business card: all of a company’s pertinent information readily available. Your email signature isyourwayofefficientlyconveyingallnecessarycontact information to each person you email. They affect the tone of every email you write. All ESCO employees represent the brand. By using a consistent look and feel in our communications, we avoid sending mixed messages that can confuse the marketplace and compromise our collective efforts.

Unless an exception is granted, images are not permissible in ESCO email signatures.

Font: Arial/BoldColor: dark redSize: 10 ptEXTRA RETURN

ESCO employee trade show tagline version

Jessica Smith | Plant ManagerESCO Covington office: 601.555.1212 | mobile: 601.555.1213escocorp.com | [email protected]

Join us at ConExpo–booth #2311

ESCO employee trade show graphic version

Jessica Smith | Plant ManagerESCO Shanghai | China Headquarters office: 601.555.1212 | mobile: 601.555.1213escocorp.com | [email protected]

17 mm

81 mm

OIL & GAS COMPANY OPTIONS

The above graphic dimensions are not to be adjusted. Creative Services can help with the creation of any email signature graphic. All email signature graphics must be approved by CC&M.

ESCO employee product promotion version

Jessica Smith | Plant ManagerESCO Newton office: 601.555.1212 | mobile: 601.555.1213escocorp.com | [email protected]

Font: Arial/RegColor: 50% blackSize: 9 pt

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approved stationery templates

business cards FONT: Akzidenz-Grotesk Std/BoldCOLOR: ESCO redSIZE: 9.2 pt

FONT: Akzidenz-Grotesk Std/BoldCOLOR: BlackSIZE: 7.5 pt

FONT: Akzidenz-Grotesk Std/RegCOLOR: 50% BlackSIZE: 7.5 pt

FONT: Akzidenz-Grotesk Std/RegCOLOR: BlackSIZE: 7.5 pt


LINE: .25 strokeCOLOR: 50% Black

center logo

4 mm

4 mm

Jane AndersonVice PresidentOil & Gas Division

420 Throckmorton St.,Suite 1110 Fort Worth, TX 76102

office: 405.555.1212 mobile: 405.555.1212fax: [email protected]

escocorp.com

Joe AndersonPresident

420 Throckmorton St.,Suite 1110 Fort Worth, TX 76102


ulterra.com

®


Mary AndersonMarketing Director

5308 Main HighwayParks, LA 70582


stabiltec.com

10 mm

31 mm

{ how to orderTo access a template for corporate business cards and letterhead, go to the Employee Brand Center on SPARK. Contact CC&M with questions.

Color: Ulterra tealFor details see page 20.

Color: Stabiltec redFor details see page 21.

note: With the exception of home offices,personaladdressesmay not be included on company business cards.

For lengthy titles, please refer to the approved abbreviations on page 25.

Option at right is actual size.

John AndersonMarketing DirectorMining DivisionAustralia 48 Pirrama Road,Pyrmont, NSW 2009 Australia


escocorp.com

Robert AndersonAccount Representative

2141 NW 25th AvenuePortland, OR 97210-2578


escocorp.com

51 mm (2”)

89 mm (3.5”)

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letterhead

420 Throckmorton St.,Suite 1110Fort Worth, TX 76102


®


FONT: Akzidenz-Grotesk Std/BoldCOLOR: ESCO redSIZE: 9.2 pt

FONT: Akzidenz-Grotesk Std/BoldCOLOR: BlackSIZE: 7.5 pt


FONT: Akzidenz-Grotesk Std/RegCOLOR: BlackSIZE: 7.5 pt


ESCOBRAND

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envelopes

420 Throckmorton St.,Suite 1110Fort Worth, TX 76102®



{ how to orderTo access a template for corporate envelopes, go to the Employee Brand Center on SPARK. Contact CC&M with questions.

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collateral examples

corporate & divisionalCollateralmaterialsdescribeabusinessand/oritsproducts and services. They include brochures, newsletters, fact sheets, press releases and other printed or electronic materials.

{ need literature?To access current marketing literature for Mining and Construction & Industrial Divisions, visit the literature library at http://litlibrary.escocorp.com/admin/login.asp. To create new divisional collateral, please contact your divisional marketing representative. For new corporate collateral, contact CC&M.

product literature newsletter template

external magazine

employee O&G Division newsletter

--------------- PERFORMANCE UPDATES --------------

South TX

• Our 8.75" U516M drilled a 12,600 ft VCL run all the way to TD from under surface. The bit averaged 101 ft/hr throughout the interval. This was the first bit to successfully make it on one BHA for the operator!

• Ulterra's 8.5' U616M drilled an 8,838 ft vertical section and the operator continued on with it into the curve. Offsetting competitor runs have been tripped short of reaching the planned kick off point.

• H&P 481 set back to back surface records for the rig with the 12.25” U616S out drilling the next best competitor offset by 30 ft/hr and then 38 ft/hr.

• Ulterra's 8.5" U516M set a performance standard in one of EOG's most densely drilled areas of the Eagle Ford. We drilled the 4,700 ft vertical section at 278 ft/hr out drilling all other runs in the area by 40 ft/hr.

Permian • The 12.25" U716M CounterForce™ drilled the fastest drill-out run in the University Lease.

West TX • Our 8.5" U516M recently completed a curve + lateral run in Upton Co. This was one of their best runs in the area! • The Apache 7.875" U716M was a one bit to TD lateral run, drilling 5,016 ft in 94.5 hrs with an ROP of 53 ft/hr. • Ulterra’s 7.875" U516M drilled 1,615 ft vertical in 13 hrs with an ROP of 124 ft/hr.

Canada • Our newest Canadian CounterForce™ bit, the 200mm U516M had an extremely successful first run. The bit drilled a 1,440m Montney

lateral with an ROP of 31m/hr…. this is more than 30% faster than the current benchmark in the area. The bit also came out an impressive 0-0 dull!

Mexico • Ulterra had a good performance with the ‘torpedo’ 8.5" U516M. We drilled 456m in 24 hrs. Overall, we drilled 1,900m total in 45.47 hrs at an ROP of 41.8 m/hr.

-------------------------- #ULTERRA -------------------------

ULTERRA……. When Every Run Count ™

@UlterraBits

Ulterra Oman Team received a two star "Shokran Award" for drilling the fastest well to date in Rima field with two benchmarks in both the 12.25" & 8.5" whole sections.

Congratulations Oman Team!

Canada’s new Ulterra BBQ trailer!

Team Ulterra having a blast at the ESCO financial accounting

conference in Portland!

samples

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presentations

presentation templates

{ how to accessTo access a presentation template, go to the Employee Brand Center on SPARK. Contact CC&M with questions.

corporate presentation template-title slide

corporate presentation template-interior slides

note: Concluding slide should contain the approved ESCO copyright language.

product brandingThe ESCO family of products is recognized around the world for innovation, quality, durability and safety. With hundreds of patents and leading-edge inventions, branding our products and services properly protects the integrity of our work and helps to distinguish us from the competition.

4{

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product names & trademark placementused by Mining and Construction & Industrial Divisions for printed materials

product

ESCO product specificationsDivisionalmarketingteamshaveidentifiedproductnames and fonts to ensure customers recognize ESCO products.

Upon delivery, ESCO’s products are also easily identifiablebytheirdistinctcolors.

To ensure our names are protected, the company registers and maintains trademarks. These marks mustbeaffixed(shownbelow)wheneverproductnames are displayed. When writing copy, marks are affixedtoproductnamesbutareonlynecessarythefirsttimethenameisusedinagivendocument(see page 17).

As a general rule, product names should be written withthefirstlettercapitalizedandtheremainingletters in lowercase, followed by the appropriate ® or TM symbol (in superscript). For example: Ultralok®. When a product name is a combination of two words(withnospacebetween)thefirstletterofthesecond word should also be capitalized to denote meaning. For example: ProFill® dragline bucket.

The following are ESCO product colors and a sample of the product types they represent.

color matching product paintForproductpaintspecifications,pleasegotothe Employee Brand Center on SPARK.

x-height

ascender

leg

product colors

{ who to contactFor more information about trademark usage and implementation, please contact your divisional marketing representative. Alternatively, you may contact Corporate Facilities: [email protected] with related questions.

buckets tooth sys. blades drill bitsdraglines bladeslips shroudscrushing runnerschain/riggingtruck bodies

product names & trademark placementused by Oil & Gas Division for printed materials

text baseline

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product

programmatic logosESCO Corporation has a single parent logo:

Generally, an internal logo is any kind of graphic element (photographs or illustrations) consistently linked with the name of your division, department, brand, products or services, or with a program or theme. Any internal logo must be approved by Corporate Communications & Marketing if used outside of a single event. The additional use of unique or internal logos for departments and products potentially dilute the power of the ESCO brand, confuses customers and audiences, increases legal risk and impacts ESCO resources.

There is a distinction between the development of new logos and the creation of a theme. Key messages and images may be combined to create a themedESCOmontageforaspecificprogram,eventor product. Themes may be carried over with minimal changes and do not need to be approved outside of your manager.

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{who to contactFor more information about corporate logo specifications,pleasecontactCC&M.

All divisional & corporate programmatic logos must be approved by CC&M.

logo creationLogos created for any ESCO division or department may not include the ESCO logo. They may, however, include the name of the company (ESCO). See the ESCO update logo above as an example.

100-Yr. Anniversary logosnote: Not to be used-discontinued

sitesCustomers around the world associate ESCO products with quality and innovation. As ESCO adds or acquires sites globally—from manufacturing to supply & service facilities to salesoffices—consistent branding must convey that same reliability and commitment to excellence. This section provides guidelines for current, new and acquired sites.

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sites

exterior paint & building signageExternal and internal paint and signage should be uniform so that customers, employees and vendors have a consistent brand experience. ESCO has identifiedsignagestandardsandpaintcolorsthatshowcase the performance and quality of our products and services.

Pleaserefertothefollowingspecificationsforalllogoplacement and use of the paint applications. For lobby and main customer spaces, please contact CC&M for guidance.

For a list of regional marketing representatives, refer to the Employee Brand Center.

Prior to scheduling painting and signage contractors, please supply global and regional marketing with a collection of photos that give a 360 degree “walk-around” of your facility. They will then provide branding direction. Buildings should not be painted or branded priortoreceivingofficialapprovalfromyourglobalorregional marketing team.

{ howtofindFor additional information, visit the Employee Brand Center on SPARK.Contact CC&M with questions related to exterior paint and building signage. Alternatively, you may contact Corporate Facilities: [email protected] with related questions.

note: Other than the ESCO logo, no other promotional signage/logos will be installed on any building.

Ifyourcutout/detachedlogocannotbeinstalledontheexterior of a building, the alternative is a red rectangle with a white ESCO logo.

Usepremium-quality,UV/faderesistantpaintinsatin or semi-glossfinishonlyandpreparesurfacewithcustom-tintedprimerprior to applying at least two coats of red. Contact your divisional marketing team with questions or concerns.

The ESCO logo (in all red) should be installed using cut lettering on the sides of the building that have the greatest visibility and mosttraffic.

If your building’s lease does not allow installation of signage on the building exterior, elevated signage should be installed near the perimeter of the building.

Exteriorpaintspecificationsbelow

base WHITE/OFF-WHITE

If off-white is selected, use the below options:

Australia: Taubmans, surf mist

North America: Behr, premium plus ultra, irish mist

accent ESCO RED(rooflineflashing, entrance, etc.)

Australia ESCO RED: Taubmans, ESCO red

North America ESCO red: Behr, premium plus ultra, fire cracker UL100-5 (Home Depot—Behr paint)

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2541 Main St.

RECEPTIONMonday—Friday

6 AM—5 PM

sites

entry door signageEntry door signage provides an opportunity to keep branding consistent and clearly indicates important information to employees, customers and vendors. Below are two examples of approved entry door signage options.

option 1• Red stripe width: width of door or glass panel (if applicable)

• Red stripe height: 8” or 200 mm

• White logo height: 4.5” or 115 mm

• Door glass must be clear or tinted

• Area to list hours of operation, street address

This information should be produced in Arial (bold) as a vinyl decal.

red vinyl decal material3M Gerber 220 series “Cardinal Red” #225-53Avery “Cardinal Red” #955

option 2• White main text height: 3.5” or 89 mm

• All letters that accompany the word ESCO must be capitalized

This information should be produced in Arial (bold) as a vinyl decal.

option 2

option 1

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sites

interior paint & signageExternal and internal paint and signage should be uniform so that customers, employees and vendors have a consistent brand experience.

If requested, Corporate Communications & Marketing canprovideamock-up,basicspecificationsoractualsignage for lobby and main customer spaces.

Detached signs should consist of a white ESCO logo placed on a red background.

No yellows, blues or tans. No bright white due to excessive cleaning and maintenance requirements.

{ howtofindFor additional information, visit the Employee Brand Center on SPARK.Contact CC&M with questions related to exterior paint and building signage. Alternatively, you may contact Corporate Facilities: [email protected] with related questions.

Details concerning the below paint colors are available on the Employee Brand Center.

walls accent accent doors/trimLuminous White Heritage Red Outerspace Mindful Gray

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sites

supply & serviceTheESCObrandincludesourcorporateoffices,salesoffices,manufacturingfacilities,andnow,oursupply& service facilities. In all instances the brand should be presented to customers as ESCO.

ESCO’s supply & service facilities are a direct connection for customers to ESCO’s delivery system of products and services. Our goal is to provide a unique, consistent and remarkable customer experience on a local level, including a consistent brand experience. ESCO is the brand, and the term “supply & service” is a description we use to describe the function of a particular ESCO location, rather than creating a sub-brand.

All employees are ESCO employees, and our supply & service facilities are part of the many offerings the ESCO brand brings to the global marketplace. ESCO is now also a goods and services brand-focused onimprovingthesafetyandefficiencyofourcustomers’ operations.

Toward this end, all references to ESCO supply & service facilities should read:

ESCO supply & service• Do not capitalize supply & service, unless it is being used as a topic header. A customer brochure is an example, where if in the headline, it would read: ESCO Supply & Service Facilities

• Do not capitalize supply & service, unless beginning a sentence with “Supply & service”

• Do not use ESCO supply & service as an acronym (ESS or ES&S, for instance)

ESCO supply & service

supply & service vehicle branding example

ESCO supply & service vehicle application example: supply & service does not appear adjacent to the parent brand logo in any instance.

apparel & promotionalEmployees’appearanceisadirectreflectionof ESCO, its family of companies and all employees. When representing the organization, it is imperative for employees to portray a professional and consistent look. The following are guidelines for presenting our brand through apparel and promotional items.

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corporate apparel

supply & service sitesESCOhasidentifiedastandardforallrepresentativesof ESCO supply and service locations which represent thecompanyandourproductsinthefield.* Employee shirts should only feature the ESCO logo and (if desired)theemployee’sfirstname.Noadditionaltext or graphics are acceptable, including tag lines, slogans and graphics.

ESCO apparel colorsEmployee shirt color options to be used in conjunction with the ESCO logo: red, white or light grey.

Blackorcharcoalpants/skirtandblackshoes are recommended.

*Final decisions, based on guidelines, will be determined by the local site manager.

{ how to orderCorporate apparel options are available globally through Staples Promotional Products at http://esco.corpmerchandise.com.

Optional: employee’s name on right sideColor: light grey or white Type:embroidered/allcaps

Logo: left side—2.5” or 65 mm wideColor:red(onwhite/grey)white(onred) Type: embroidered

approved examples unapproved examples

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corporate apparel

trade showsEmployees representing ESCO at trade shows must present a professional and consistent look. For this reason, shirts will only feature the ESCO logo and, unlike work uniforms, they should not include names or additional graphics.

ESCO apparel colorsEmployee shirt color options to be used in conjunction with the ESCO logo: red, white or light grey.

Blackorcharcoalpants/skirtandblackshoes are recommended.

Due to text size limitations, the ESCO Oil & Gas Division taglinemaybedifficulttoreproduce.Inthesecases,print the Oil & Gas company logo on the left breast and the ESCO logo on the left sleeve. The ESCO logo should not include the Oil & Gas divisional tagline. Oil & Gas Division employees should contact their marketing representative with questions. Examples above are for reference only.

long sleeve shirtswhite red logolight grey red logo red white logo

short sleeve shirtsredpolo/blouse whitelogowhite red logo

{ how to orderCorporate apparel options are available globally through Staples Promotional Products at http://esco.corpmerchandise.com.

note: No additional text or graphics should appear on any ESCO branded shirts. As a trade show standard, no shirts should feature location names, taglines, slogans or any other information. Exceptions may be made for special events. Contact CC&M for approval.

approved examples


Optional: employee’s name on right sideColor: light grey or white Type:embroidered/allcaps


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corporate apparel

plant & workshopWork and plant uniforms and safety gear must meet all customer requirements and local work, health and safety laws. For more information, please contact yoursitemanager,sitesafetyleaderand/ortheESCOEnvironmental Health & Safety team.

Local site regulations may vary. Please consult your local safety manager.

{ how to orderTo order uniforms, please contact your site manager or local safety leader. To add branding to new safety gear, please contact CC&M.

work shirts • Long sleeves are preferred (for safety reasons) • Highvisibilitysafetyyellowandreflectivestripes are preferred • Red logo appears above left pocket. • First name can appear above the right pocket (all caps, light grey) • Orange is a secondary option if a customer does not permit yellow uniforms on their job site

work pants Determined by site manager (preferred colors are black or blue)

hard hats • Redhardhatw/whitelogo • Whitehardhatw/redlogo • Determined by site manager

boots Determined by site manager

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corporate

promotional itemsStaples® Promotional Products supports our branded promotional items through an online store. It is ESCO’s only approved vendor. A global, single-source supplier allows ESCO to regulate the quality of branded items and logo integrity.

If desired, Staples will provide quotes for any item with an ESCO logo. If unable to locate desired items on the e-store (see below), contact your regional Staples representative, found on the regional merchandise page below.

{ how to orderPromotional items are available globally through Staples at http://esco.corpmerchandise.com. Please contact your local Marketing representative or CC&M with questions.

corporate vehiclesESCOandaffiliatedvehiclesinthefieldshouldpresent the company and our brand with the utmost professionalism.

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www.escocorp.com

corporate vehicles

standard & extended cabVehicle branding is a powerful and highly visible communication tool. Reaching potentially thousands of people every day, it offers a high-impact and cost-effective way of promoting our brand. Even more powerful is the fact that ESCO branded vehicles are driven by people our customers call associates and friends.

note: Vehicles branded with old ESCO logos are not required to be replaced. Only update logos with new vehicle acquisition.

vehicle colorTo promote the ESCO brand in our targeted markets, the vehicle color preference is red. If red is not an option, white is acceptable. A white ESCO logo on a red vehicle or red ESCO logo on a white truck is required. Contact your divisional marketing representative with questions or concerns.

Vehicle branding within the Oil & Gas Division will vary. Oil & Gas Division employees should contact their marketing representative.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789

supply & servicewww.escocorp.com

extended cab approved examples

unapproved examples

www.escocorp.com1-800-523-3795

X X X

oversized undersized undersized + incorrectly positioned

www.escocorp.com

tailgate & bumper• The ESCO logo should not be placed on a tailgate. If spaceallows,theESCOwebsiteaddressand/orlocal phone number may be featured on the top or bottom edge of a tailgate

• No branding or contact information should appear anywhere on the bumper

Ifcontactinformationisnecessary,thewebsiteaddressand/orphonenumber may be featured on the rear window (without obstructing the driver’s view), tailgate or the side of the pickup bed using Arial font (bold). For supply & service sites, printing “supply & service” on side of the pickup is acceptable. See page 39 for details.

standard cab examples The address or location name of an ESCO facility should not appear on a vehicle. If contact information is necessary, thewebsiteaddressand/orphonenumbermaybefeaturedon the rear window (without obstructing the driver’s view), tailgate or the side of the pickup bed using Arial font (bold).

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corporate vehicles

service trucksESCO’s mobile service trucks are generally 5-ton trucksoutfittedwithavarietyoftoolsforjobsincludingwelding, stick and boom repair, and truck body repair. The service area and customer needs will determine specificoutfittingcharacteristicsofeachmobiletruck.

Logo,websiteaddressand/orphonenumberguidelinesas described on page 48 should be followed.

The one constant branding element for each truck will be the proper painting, using approved ESCO colors, and correct use of the ESCO logo to ensure a consistent look and feel.

Please contact your regional marketing representative before branding any vehicles.

{who to contactIf questions arise, please contact your site manager or regional marketing representative.

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questionsPlease contact the appropriate department using

the email addresses on the following page.?

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Corporate Communications & [email protected]

Marketing—Mining [email protected]

Marketing—Construction & Industrial [email protected]

Marketing—Oil & Gas [email protected]

Corporate [email protected]

support

contact page

Championing, supporting and protecting the ESCO brand is everyone’s job.

–Cal Collins President and CEO

esco corporation brand guidelines 2015

Documents