global adv framework_ver3.2

Global AdvertisingFrameworkStandards for Use

Corporate Identity Standards | Global Advertising Framework | Version 3.2

1Corporate

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|GlobalAdvertising

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ofContents| Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Global Advertising Framework Elements

• Page Layout Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

• Typography Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

• Color Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

• One Color Reproduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

• Approved Signature Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

• Joint Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

How to Apply the Global Advertising Framework

Corporate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

• Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

• Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

• Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

• Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20


• Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

• Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

• Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Dealer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27


• Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

• Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

• Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Rental . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34


• Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

• Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

• Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Unacceptable Executions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

© 2008 Caterpillar All Rights Reserved. CAT, CATERPILLAR, their respective logos, TODAY’S WORK. TOMORROW’S WORLD., as well as corporate identity used herein, aretrademarks of Caterpillar and may not be used without permission.

| Introduction 2Corporate

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|Introduction

For more information about the Global AdvertisingFramework, a “Must Do” listing of simplified standardsis available at: https://brand.cat.com/GAFMustDo.If you have additional questions, which are notanswered by the “Must Do” listing, you may contactthe Corporate & Dealer Identity Help Desk atU.S. Tel. 309.675.5135, or Tie-Line 7-725-5135 oremail [email protected].

Contact

PurposeThe purpose of the Caterpillar GlobalAdvertising Framework is to provide asingle, consistent framework that helpsbuild brand equity and identity in theCaterpillar and Cat brands. This unifiedapproach, when applied across all printads, web banners, direct mail, andbrochures will create focus internally andensures external audiences understandwho we are, what we do and how we cancreate value for them.

DefinitionThe Global Advertising Framework is a setof standards and guidelines that help definethe look, tone and message for Caterpillarand Cat branded print advertisements, webbanners, direct mail, and brochures.

When to Use the Global AdvertisingFrameworkThe Global Advertising Framework isintended to be used by any member ofCaterpillar responsible for creatingcommunications with the Caterpillar or Catbrand. The Global Advertising Frameworkprovides standards and guidelines for printadvertising, web banners, direct mail, andbrochures.

Global AdvertisingFramework ElementsThe individual elements that create theGlobal Advertising Framework include:

• Typography Standards

• Color Standards

• Page Layout Components

• Approved Signature Placement

• Photography Guidelines

• Writing Tone Guidelines

• Messaging Guidelines

The composition of these elements isdiscussed in the following pages.

| Page Layout Components 3Corporate

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LayoutComponents

Page Layout ComponentsThe Global Advertising Framework pagelayout consists of the following threecomponents:

1.White border

2. Yellow field

3. Image area

These components are combined to providea visual hierarchy as well as define aconsistent look in our advertising.

White BorderThe primary function of the border is tocreate a clean and consistent backgroundfor the placement of the approvedsignature.

The white border is defined by:

• Always use white as the border color

• Place approved signature in the lowerright corner of the white border in theGlobal Advertising Framework. If mainimage is outlined, the ad size will defineit’s border. No images should extend intothe bottom white border.

• Copyright notice, trademark statementand other legal disclaimers must bepositioned in the opposite corner from thesignature in the white border unless thisinformation will not fit or will not bereadable. In these cases, otherplacements may be considered. Thesenotices must also appear in the oppositecorner of the signature in the red bandfor Rental. The trademark statement is notrequired on web banners.

• Contact information, may be placed in thewhite border. See the examples to complywith the clear space requirements for theapproved signature.


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APPROVEDIDENTITY

| Page Layout Components 4Corporate

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LayoutComponents

Yellow FieldThe function of the yellow field is to containthe body text of the piece and may containthe headline. The headline and sub-headmay also appear in the Image area. Theyellow field is defined by:

• Caterpillar Corporate Yellow is alwaysused. See color standards for specs.

• Use only one solid yellow text field.

• The yellow text field has four sides, 90degree angles without disruption.

• The yellow field should bleed off atleast a single edge of the piece.

• The yellow field is flexible and determinedby the amount of text used withinyour piece.

• The yellow field should be no smaller thanfive percent of the entire piece (forexample, 1” x 4” on an 8.5” x 11”page).

• The yellow field should not infringe on theclear space requirements for theapproved signature.

• The yellow field must contain the bodycopy and call to action information (i.e.,URL, contact number). It may also containthe headline, support imagery, graphs,or charts.

Image AreaThe main image area can be flexible due tothe size and position of the image. The onlytext that may be used in the image area isthe headline, sub-head text, and whennecessary, call-outs. The image areais defined by:

• Image area field is four sides, 90 degreeangles without disruption.

• Image area must have adequate clearspace from the approved signaturelocated in the white border.

• Do not use visual complexities, such ascollages in which a photo or image isplaced on top of another photo or image.A photo or image may be combined withanother photo or image if the result formsa new image that serves to communicatethe ad’s message or the product benefit.

• See examples showing how to use theimage area including how to placeadditional supporting images, graphics,or headline text.

| Typography Standards 5Corporate

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Standards

If you have additional questions regarding this topic,you may contact the Corporate & Dealer Identity HelpDesk at U.S. Tel. +1.309.675.5135, or Tie-Line 7.725.5135or email [email protected]. You may also visitbrand.cat.com.

Contact

Typography StandardsCaterpillar’s standard typefaces are fromthe Univers and Times families. TheRockwell family may be used in rentaldocuments only. Headlines, sub-heads,and text (“type groups”) can be one color oreach type group can be in a different color.

Primary consideration for color is thatthe combination of type and color allowsfor readability.

Text can be set at various weights toachieve a typographic hierarchy. It istherefore possible to differentiate betweenheadlines, running text, emphasis, marginalnotes, and other means of accentuation.

Univers Condensed Boldfor headlines, subheads and callto action information

Univers Condensed for text

Univers Condensed Light for text

Univers Light for text

Times New Roman for text

| Color Standards 6Corporate

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|ColorStandards

For color standards and color matching information,visit the Identity Systems & Standards section ofhttps://brand.cat.com.

For color swatches, contact Caterpillar Media LogisticsU.S. Tel. 309.266.0942 or 800.566.7782.

Contact

Color StandardsColor identifies our company and createspowerful impressions about our brands.Accurate and appropriate use of color helpscustomers remember our company, dealersand products.

Color values are good, but eyes are better.Always compare the actual piece with thecolor tools or swatches in natural light.

Reproduction ValuesColor values are defined below for differentapplications. Whenever possible, it isrecommended to make a visual comparisonwith Caterpillar Corporate Yellow swatchessupplied by the Caterpillar Media Logistics(800-566-7782). Media # AEXQ0089

Overviews of the color reproductionsystems mentioned below are:

The Natural Color System (NCS)The NCS values are a notation for thecolors as we see them and provide the mostaccurate color reproduction for virtually anyproducible material (i.e. paint, textiles, ink,plastic, vinyl etc.). Tolerance guides andswatches are available in both matte andgloss (coated / uncoated).

Process Printing (Four-color process,CMYK)If the use of a match color is not feasible,use CMYK values. Be sure to have aCaterpillar Corporate color swatch on handfor an accurate match.

Multimedia (RGB)Always use RGB color values whencreating artwork using software such asPowerPoint to be projected or displayed ona monitor.

Web ColorsWeb sites use a hexadecimal color systemto reproduce color via the Internet.Additionally, a “dither,” which approximatesa color by combining two or more web safecolors, is used in the web environment.

Caterpillar Corporate YellowNCSMatte and Gloss finish – NCS 0775-Y14RProcess printing – CMYK

Gloss MatteCyan 0 0

Magenta 29 23

Yellow 100 100

Black (K) 0 0Multimedia – RGBRed 255

Green 205

Blue 17Web ColorsFor HTML text or thin lines

Hexadecimal - #FF 99 00For all other uses onlineHexadecimal - #FF CD 11Lab colors (for calibration purposes)L* 77.71

a* 18.08

b* 75.36

* All values according to CID D65, 10degrees.

| Color Standards 7Corporate

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BlackNCSMatte and Gloss finish – NCS S9000 NProcess printing, four-color black – CMYKWhen process printing requires the use of adenser, richer black, use:

Cyan 50

Magenta 30

Yellow 30

Black (K) 100

Caterpillar Rental Red

NCSMatte and Gloss finish – NCS 2272-Y92RProcess printing – CMYK

Gloss MatteCyan 0 0

Magenta 100 100

Yellow 100 100

Black (K) 35 33Multimedia – RGBRed 175

Green 14

Blue 14Web ColorsHexadecimal - #AF 0E 0E

For color standards and color matching information,visit the Identity Systems & Standards section ofhttps://brand.cat.com.

For color swatches, contact Caterpillar Media LogisticsU.S. Tel. 309.266.0942 or 800.566.7782.

Contact

| One Color Reproduction 8Corporate

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ColorReproduction

How to Use the Global AdvertisingFramework in One Color• Use the appropriate one colorapproved signature.

• Adjust the tonal values for grey scalereproduction in photographs.

• The yellow field should be converted to a20% tint of black when the main image isoverall a dark image.

• The yellow field should be converted toan 80% tint of black when the main imageis overall a light image.

• Copyright notice and trademark statementmust be placed away from the signaturein the white border.

Dark image

Light image


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| Approved Signature Placement 9Corporate

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SignaturePlacem

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Approved Signature PlacementThe examples illustrate how to support theconsistent placement and clear spacerequirements for the signature.

• Always positioned in the lower rightcorner of the piece.

• In a white border, always use the two-color version of the approved signature.

• Adhere to minimum size and clear spacestandards for the approved identity.

APPROVEDIDENTITY

| Joint Marketing 10Corporate

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arketing

Joint MarketingJoint marketing is when differentcompanies or distinctly different businesseswithin the same company use their brands,as represented by their logos, to support,sell, or promote a grouping of businesses,offerings, or capabilities.

Each joint marketing relationshipmust be evaluated and approved inconsultation with Corporate &Dealer Identity.

Joint marketing is rare and shouldnot be used as a way to cut costs.It may only be done when:• Both companies are recognized asleaders in their industries. They musthave high awareness and brand equitiesthat drive customer decisions.

• The joint marketing relationship creates anew solution, allows our brand to expandinto new markets, or reach a newcustomer base.

Joint marketing with brands directlycompetitive to Caterpillar is not allowed.This includes competitive brands withinthe Caterpillar enterprise portfolio..


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XYZCompany

HORSEPOWER WITH BUSINESS SENSEWhen you’ve got a lot of mouths to feed, you need equipment you can rely on. Your Cat® dealer offers new andused machines, as well as engines and electric power options ideally suited for livestock operations. And whetheryou purchase or lease, you can count on your Cat dealer for the best in dealer support. To learn more about Catequipment and solutions for your operation, see your local dealer, call 1-888-OWN-A-CAT.

www.cat.com

Official Wheel Loader and Skid Steer Loader ofthe National Cattlemen’s Beef Association.

CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the POWER EDGEtrade dress, as well as corporate and product identity used herein, are trademarks ofCaterpillar and may not be used without permission.

© 2008 Caterpillar Inc.

| Joint Marketing Primary Driver 11Corporate

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Joint Marketing Primary DriverA primary driver stands to gain the mostbenefit from the joint marketing relationship.

How logos may be shown in the GlobalAdvertising Framework:

• The approved signature should always beused in the approved signature position.

• The other company’s logo should be 20percent smaller than the approvedsignature and should appear in eitherblack or white in the yellow field or mainimage area. The logo and supporting textmust not interfere with the main image.

• Limit total number of logos to two—noadditional logos may be used. Otherbrands may be mentioned by name in textonly inside the yellow field if the messagepertains to those additional brands. Theonly exception is when both the dealerlock-up and The Cat Rental Store logosare used with a third-partycomplementary brand.

Web Banners

Direct Mail

Print Ad

| Joint Marketing - Equal Drivers 12Corporate

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Joint Marketing - Equal DriversBoth brands receive equal benefit from thejoint marketing relationship. This type of arelationship has not been done with thecorporate logo and will be an extremelyrare occurrence.

How logos may be shown in the GlobalAdvertising Framework:

• The approved signature should always beused in the lower right corner. The othercompany’s logo should appear in thelower left-hand position in printedmaterial.

• Both company logos must appear visuallyequal in terms of size.

• Color and clear space standards for bothlogos should be followed.

• Limit total number of logos to two—noadditional logos may be used. Remainingbrands may be mentioned by name in textonly inside the yellow field if the messagepertains to those additional brands. Theonly exception is when both the dealerlock-up and The Cat Rental Store logosare used with a third-partycomplementary brand.

2 3 4

XYZCompany

XYZCompany

XYZCompany

Web Banners

Print Ad

Direct Mail

| Corporate Approved Identity 13Corporate

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theGAF-Corporate

Approved

Identity

How to Apply the GAFCorporate Approved IdentityCaterpillar, our Corporate Brand, representsthe corporate entity founded in 1925. Whenreferring to the corporation and employees,always use Caterpillar in text, and theapproved identity is the Corporate Tagline.

The Caterpillar Corporate Tagline consistsof the Caterpillar logo and the text“TODAY’S WORK. TOMORROW’S WORLD.”underneath it. The Corporate Tagline is anexpression of Caterpillar’s enterprisestrategy. It is a reminder of how the peopleof Caterpillar are Making SustainableProgress Possible every day on everycontinent.

Adhere to minimum size and clear spacestandards for the approved identity.


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| Corporate Tone & Messaging 14Corporate

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theGAF-Corporate

Tone&

Messaging


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Tone & Messaging

ToneCaterpillar is confident.• Knowledgeable and resolute

• Language is self-assured; not self-centered, arrogant or boastful

• Stems from the quality and reliability ofour products and services

Caterpillar is genuine.• Authentic, up-front and forthright

• Lacks pretense

• Reflects our belief that our integrity andsincerity make our products andservices better

Caterpillar is enduring and trusted.• Simple language

• Highlighting our innovation whileleveraging our legacy

• Speaking and writing like a person, not acorporate entity

MessagingCaterpillar communications center on whatmatters to our enterprise stakeholders,investors, employees, and other keyaudiences. Caterpillar is a genuine enablerof sustainable world progress andopportunity. As an enterprise, we lift humanaspirations and standards of livingworldwide. In short, Caterpillar is MakingSustainable Progress Possible.

| Corporate Photography 15Corporate

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theGAF-Corporate

Photography


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Photography GuidelinesPhotography can capture the personalityand brand essence of Caterpillar inadvertising. The Caterpillar photographicstyle reflects the strength of our productsand the drive and hard work of ouremployees and partners. A few attributesshould be considered when planning andart directing photography.

• Honesty

• Stability/Longevity

• Leadership

• Sustainable Progress

Honesty

Photography should depict the commitmentand expertise of our employees and theintegrity of our company.

Stability/Longevity

Caterpillar has a unique heritage and legacyof excellence.

Leadership

• Caterpillar means business.

• Caterpillar is always portrayed asprofessional and business-like in pictures.

• Photography should depict the breadthand scope of our work

Sustainable ProgressWhenever possible, we must align ourimagery around Caterpillar’s common goalof Making Sustainable Progress Possible.This requires photographing Caterpillar insuch a manner that the end benefit to ourcustomers, or the communities in whichthey work, is recognizable. We want todemonstrate that Caterpillar is at the centerof progress.

| Corporate Print Advertising 16Corporate

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PrintAdvertising

How to Use the Global AdvertisingFramework for Print Advertising• Must utilize all components of the PageLayout in the Global AdvertisingFramework following standards andguidelines written.

JOIN THE TEAM!www.JoinTeamCaterpillar.com

© 2007 Caterpillar All Rights Reserved Printed in USACAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the POWER EDGE tradedress, as well as corporate and product identity used herein, are trademarks of Caterpillar andmay not be used without permission.

• Approved identity must be usedas the signature.


Caterpillar people come from many places. Our backgrounds and experiencesare different. So are the businesses we work for within Caterpillar – each withits own unique culture and character. And we are clearly a better companybecause of this diversity.

At Caterpillar, we are a team, sharing our unique talents to help those withwhom we work, live and serve. The diverse thinking and decision making ofour people strengthens our team. We respect and value people with differentopinions, experiences and backgrounds.

We value the diversity of unique talents, skills, abilities and experiences thatenable Caterpillar people to achieve superior business and personal results.We strive to understand the big picture, then do our part.

Our people are just one of the reasons we are making progress possible atCaterpillar. To find out more about how you can join the team, visit:

www.JoinTeamCaterpillar.com

We know that by working together, we can producebetter results than any of us can achieve alone.


CATERPILLARFOUNDATION

Contributing to the communitiesthat we live in, so that the futuregenerations can get on with thebusiness of living.

www.cat.com


© 2009 Caterpillar • All Rights Reserved

CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the “Power Edge” tradedress, as well as corporate and product identity used herein, are trademarks of Caterpillar andmay not be used without permission.

The best way to ensure a safe jobsite is to provide a consistent approach to operator training. That’s what Cat® training

Self-directed learning on CD enables operators to progress at their own pace. Online safety training provides convenience,

training enables operators to practice without risk to themselves or their equipment.

Productivity gets a boost, too.construction organization in Morocco moves 35,000 cubic meters of material per week—up from 10,000 cubicmeters before training.

Improve your safety, productivity and profitability. Request a free, no-obligation training proposal, customized for yourorganization, at www.cat.com/safetraining.

ELEVATE YOUROPERATOR’SSKILL.

| Corporate Direct Mail 17Corporate

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ail

How to Use the Global AdvertisingFramework for Direct Mail

• The signature page in a direct mail piecemust use all components of the PageLayout and follow the standards andguidelines provided.

• All pages, except the signature page, mayuse the Caterpillar logo in the bottom rightcorner of all Corporate pieces.

CaterpillarInc.

www.catwebsite.com

Cate

rpill

arIn

c.

Trifold Direct Mail

Direct Mail

• Approved identity must be used on thesignature page.

• Copyright notice and trademark statementmust be placed away from the signature inthe white border.

| Corporate Web Banners 18Corporate

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Banners

How to Use the Global AdvertisingFramework for Web Banners• Follow the standards and guidelinesprovided while utilizing the elements ofthe Global Advertising Framework on thepanels of the web banners.

• Approved identity must be used as thesignature.

• The Caterpillar logo may be used assignature, only if the Corporate Taglinecannot meet the minimum sizespecifications.


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• In a white border, always use the two-color version of the approved signaturewith the copyright away from thesignature.

• If a white border is not used, you mustchoose the appropriate one colorapproved signature. The copyright mustbe placed away from the signature.

NOTE: In every case, the Corporate Taglinemust be legible. Always use the artwork in asize that ensures readability.

| Corporate Brochures 19Corporate

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|Corporate

Brochures

How to Use the Global AdvertisingFramework for Brochures

Front Covers• Brochure title type needs to either bereversed out on the main photo image orplaced in a yellow field.

• Additional message copy, other than thebrochure title, must be contained in theyellow field.

• It is strongly recommended that theCaterpillar logo be incorporated on thefront cover of each corporate brochure.

Exceptions are:• Using the Caterpillar name inthe headline (title) of thebrochure.

• Using a “tease and reveal”(for example, drawing thereader into the brochure byposing a question on thecover, then upon opening thebrochure, it is immediatelyapparent the answer isCaterpillar).

• All pages, except the signature page, mayuse the Caterpillar logo in the bottom rightcorner.

Back Cover - Corporate Tagline orApproved Identity• Approved identity must be used in thelower right-hand corner.


• It is recommended that the call to actioninformation be placed aligned to the leftand directly above the copyright notice inthe same font as the headline.


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| Product Approved Identity 20Corporate

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GAF-ProductA

pprovedIdentity


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How to Apply the GAFProduct Approved IdentityThe Cat brand, our leading Master Brand, isthe premium product and service brand inCaterpillar's brand portfolio. When referringto the products and services, always useCat in text, and the approved identity is theCat logo.


| Product: Tone & Messaging 21Corporate

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GAF-Product:Tone

&Messaging


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Tone & Messaging

ToneCat is confident.• Knowledgeable and resolute

• Language is self-assured; notself-centered, arrogant or boastful


Cat is genuine.• Lacks pretense

• Reflects our belief that our integrity andsincerity make our products and servicesbetter

Cat is approachable.• Conversational and inviting

• Customer focused present products andservices in the simplest way possible

• Speaking and writing like an industryleader

MessagingCat brand advertising should center on ourcustomers’ needs. To continue to build theCat brand as an industry leader offeringworld-class products, services andbusiness solutions with a reputation forexcellence, long-term value and globalsupport, these characteristics should bedemonstrated -- Authentic by nature,Responsible at heart, and Progressive inaction. The message begins with acustomer business issue and ends with thesolution that can accelerate their success.

| Product: Photography 22Corporate

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Photography GuidelinesPhotography can capture the personalityand brand essence of Cat in advertising.The Cat photographic style reflects thestrength of our products. Although Catproducts and services are diverse, severalattributes should be considered whenplanning and art directing photography.

• Authentic

• Big & Powerful


AuthenticDepict honest work and our relationshipwith our customers. Show Cat products inenvironments that resonate with ourcustomers. This can be accomplished byshowing real work being done by realpeople in actual situations. Candid picturesspeak honestly and allow our customers torecognize that Cat products and servicesrelate directly to them and the work they do.

Big (and Powerful)

• Ideas

• Machines

• Spaces

• Systems

The Tools of Sustainable Progress

Aside from the obvious display of powerexhibited by our products, we also want toillustrate that the Cat brand is a tool ofsustainable progress-the work we do hasimpact on economies, cultures andcommunities.

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...THIS ONE DID.INTRODUCING THE NEW CAT® M SERIESMOTOR GRADERSCustomers defined what they wanted in a motor grader,and Caterpillar responded with the new M Series.Innovative features include revolutionary joystickcontrols for ease of operation, industry exclusiveall-wheel-drive, and ACERT™ Technology for emissionscompliance and enhanced engine performance.

Caterpillar – racing into the future.

www.cat.com

BEFORE THESEENGINES STARTED...

©2007 Caterpillar. All rights reserved. Dave Blaney and Bill Davis Racing trademarks used under license. CAT, CATERPILLAR,their respective logos, “Caterpillar Yellow” and the POWER EDGE trade dress, as well as corporate and product identity usedherein, are trademarks of Caterpillar and may not be used without permission.

Cat® equipment like the new M Series Motor Grader keeps NASCAR on track by building and maintaining race tracks across the country.



EXPERIENCE OURCAB COMFORTFROM YOUR OFFICE.

©2007 Caterpillar Inc. All rights reserved. CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the POWER EDGE tradedress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

Climb the stairs, step inside and find yourself in a quiet, roomy, well-organizedwork space: The world-class cab of a new Cat® H-Series Wheel Loader.

The best way to experience it is in person, but the next best way is toorder a complimentary copy of our interactive CD, “A Day in the Dirt.”

This interactive tour will give you a sense of how our new electro-hydraulic controls reduce fatigue, and how the many features make a day in the H-Series cab much more productive.

Get your CD today. Call 1-888-OWN-A-CAT or visit our website at MoveMoreMakeMore.com

©2009 Caterpillar, All Rights Reserved. CAT, CATERPILLAR, their respective logos,“Caterpillar Yellow” and the POWER EDGE trade

dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

HEWA3960

Leave no stone uncrushed.There are a lot of things to consider when it comes to selecting the right machines for your quarry.Rock type and blast conditions, bench height, hauling distances and production targets are just afew of the critical factors affecting your machine and fleet configuration.

Caterpillar and Cat dealers have been in the quarrying machine business for more than 80 years. Wecan offer you solutions for your quarry and one of the most complete line-up of quarrying machines,work tools and ground engaging tools, available on the market today.

For more information go to www.cat.com and to learn how we can help you reduce yourowning and operating costs, please contact your local Cat dealership.

© Caterpillar 2007. All rights reserved. CAT, CATERPILLAR, their respective logos, ACERT,“Caterpillar Yellow” and the POWER EDGE trade dress, as well as corporate and productidentity used herein, are trademarks of Caterpillar and may not be used without permission.T09AD07

“Today’s Cat® engines with ACERT™ Technology may sound and feeldifferent from what you’re used to. But when you follow these drivingtips, you’ll find they still provide the performance and fuel economyyou’ve come to expect from Cat.”

— Russ Siegel, Caterpillar Test and Demonstration Driver

Try P rogressive ShiftingWhen you use progressive shifting—shifting up as soon as you haveenough rpm to grab the next gear—you can get up to speed in goodshape and save fuel in the process. It’s easier on the drivetrain, too.

Downshift a Little LaterBe patient. Don’t downshift until the engine drops back to the 1100 rpmrange. Lugging the engine like this may seem strange until you getused to it, but it won’t hurt a thing. Cat engines are built to take it.

Use Cruise and Slow DownThe electronic cruise control does the best job of keeping speed andrpm steady to save fuel. It’s less tiring for you, too. Slowing down alsosaves: every mile per hour over 55 reduces fuel economy by a tenth of a mile per gallon.

Cut Your Idling TimeCat engines don’t require long warm-up or cool-down periods. Just goeasy on the throttle at start-up when the engine is cold. At cool-down,idle for only about three minutes. Cutting idle time from 50% to 25%can improve fuel economy by up to 4%.

FREE Driver Education DVD! Dial 1-800-447-4986, press 4, request LEVT4042.

FOUR TIPS TO GET THEMOST FROMYOUR CAT®

ENGINE.

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• All pages, except the signature page, mayuse the Cat logo or Strategic Sub-brand inthe bottom right corner of all productpieces.

www.catwebsite.com

Cate

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CaterpillarInc.

Trifold Direct Mail

Direct Mail

Direct Mail




Contact

| Product Web Banners 25Corporate

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| Product Brochures 26Corporate

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• It is strongly recommended that the Catlogo be incorporated on the front cover ofeach brochure.

Exceptions are:

• Using a dramatic full-bleedimage of a Cat product withthe logo prominentlydisplayed on the equipment.

• Using the Cat name in theheadline (title) of thebrochure.

• Using a “tease and reveal”(for example, drawing thereader into the brochure byposing a question on thecover, then upon opening thebrochure, it is immediatelyapparent the answer is Catproducts).

• All pages, except the signature page, mayuse the Cat logo in the bottom rightcorner.

Back Cover - Approved Identity• Approved identity must be used in thelower right-hand corner.



WWW.CAT.COM

©2007 Caterpillar, All Rights Reserved. CAT, CATERPILLAR, their respective logos,“Caterpillar Yellow” and the POWER EDGE trade

dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

C-Series & B2-SeriesSkid Steer & Multi Terrain LoadersYou don’t have to be big to be powerful.


Contact

| Dealer Approved Identity 27Corporate

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How to Apply the GAFDealer Approved IdentityThe Cat Dealer brand is critical to fulfillingthe promise that the Cat brand makes to ourcustomers, and is critical in our ability todeliver the Cat brand attributes. The dealermaterial will refer to products and serviceswith Cat in text and apply the their approveddealer identity in the signature location.


| Dealer Tone & Messaging 28Corporate

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Tone & Messaging










| Dealer Photography 29Corporate

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• Authentic

• Big & Powerful



Big (and Powerful)

• Ideas

• Machines

• Spaces

• Systems



| Dealer Print Advertising 30Corporate

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| Dealer Direct Mail 31Corporate

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• All pages, except the signature page, mayuse the approved dealer identity in thebottom right corner of all product pieces.

DEALERNAME

www.catwebsite.com

DEA

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NA

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Trifold Direct Mail

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Direct Mail



DEA

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| Dealer Web Banners 32Corporate

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www.catwebsite.com



| Dealer: Brochures 33Corporate

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• It is strongly recommended that theDealer identity be incorporated on thefront cover of each brochure.

Exceptions are:



• Using a “tease and reveal”(for example, drawing thereader into the brochure byposing a question on thecover, then upon opening thebrochure, it is immediatelyapparent the answer is Catproducts).

• All pages may use the Dealer identity inthe bottom right corner.





Contact

| Rental Approved Identity 34Corporate

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How to Apply the GAFRental Approved IdentityThe Cat Rental Store brand offers ourdealers the Cat brand to leverage in theirmarketing. The brand offers customersshort–and long-term rentals, competitiverates, on-site delivery, and theknowledgeable service required to get thejob done. The rental material will refer toproducts and services with Cat in text andapply the their approved rental identity inthe signature location.


JOB CALLING FOR A SMALLER MACHINE?WE CAN ANSWER.

1-800-CAT-RENT

| Rental Tone & Messaging 35Corporate

IdentityStandards

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Tone & Messaging










| Rental Photography 36Corporate

IdentityStandards

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|RentalPhotography


• Authentic

• Big & Powerful



Big (and Powerful)

• Ideas

• Machines

• Spaces

• Systems




Contact

| Rental Print Advertising 37Corporate

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1-800-CAT-RENT

Whatever you need – we’ve got it. Saws, pumps, generators – we’ve got it. Hammers, lights, lifts – we’ve got it. OH, AND WE ALSO RENT CAT ® MACHINES.

©2008 Caterpillar Inc. All rights reserved. CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the POWER EDGE trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

BUILDING ROADS? USE OUR EQUIPMENT

ALONG THE WAY.

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WATER AND SERVICE WORK?

OUR LINEUP RUNS DEEP.

1-800-CAT-RENT©2008 Caterpillar Inc. All rights reserved. CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the POWER EDGE trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

Whatever you need – we’ve got it. Saws, pumps, generators – we’ve got it. Hammers, lights, lifts – we’ve got it. OH, AND WE ALSO RENT CAT® MACHINES.WWDDNNAA,HHOO C AMTAACTTNNEERROOSSLLAAEEWW .SENIHAC

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| Rental Direct Mail 38Corporate

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• All pages, except the signature page, mayuse the approved rental identity in thebottom right corner of all product pieces.

Direct Mail



Fall Savings Are Building

Caterpillar Replacement Parts

RXSW45123Q-20PREM

20% OFF

NAME OF DEALERSHIP

NAME OF DEALERSHIP

NAME OF DEALERSHIP

NAME OF DEALERSHIP

NAME OF DEALERSHIP

NAME OF DEALERSHIP

We Service All Makes of Telehandlers

250 Hour Maintenance

Maintenance Service Package

RXSW46548Q-20PREM

$10599

DEALER NAME


Contact

| Rental Web Banners 39Corporate

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USE OUR EQUIPMENTALONG THE WAY.

BUILDING ROADS?

www.catrentalwebsite.com

| Rental Brochures 40Corporate

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• It is strongly recommended that theapproved rental identity be incorporatedon the front cover of each brochure.

Exceptions are:



• Using a “tease and reveal”(for example, drawing thereader into the brochure byposing a question on thecover, then upon opening thebrochure, it is immediatelyapparent the answer is Cat).

• All pages may use the approved rentalidentity in the bottom right corner.





Contact

| Unacceptable Executions 41Corporate

IdentityStandards

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|Unacceptable

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Unacceptable Executions

DO NOT place text other than the copyrightand trademark notice adjacent to theapproved signature or the CorporateTagline.

DO NOT add to the visual complexity ofyour advertising by using a myriad of typestyles. For example, drop shadows,transparency adjustments, etc.

DO NOT add to the complexity of yourimages by using collages or various photoenhancement techniques.

DO NOT use imagery that depicts unsafeoperation.


IdentityStandards

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DO NOT use marketing jargon such as“new” or “improved”.

DO NOT degrade our competitors inour advertising.

DO NOT use overly technical language oracronyms when describing our productsand services.

DO NOT use alternate colors forthe border color.


IdentityStandards

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DO NOT reposition the approved signaturewithin the page layout.

DO NOT add dimension to the yellow field.

DO NOT use different shapes for theyellow field.

DO NOT place headline over imageand white space.

DO NOT reposition the approved signature.


IdentityStandards

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DO NOT place the logo/Corporate Tagline ona colored background.

DO NOT omit necessary elements such asthe white border.

DO NOT use graphics to add dimension.

DO NOT use an image that bleeds throughthe yellow field into the image area.

The Global Advertising Framework is NOTapproved for use in the following ways:

• On promotional merchandise or apparel.

• On stationery materials, such asletterhead, envelopes, business cards,business forms, fax cover sheets, pressrelease templates, PowerPoint templates,or any other items listed under theStationery and Forms section ofhttps://brand.cat.com.

© 200 6 Caterpillar All Rights Reserved. CAT, CATERP ILLAR, their respective logos and “Caterpillar Yellow,” as well ascorporate and product identity used herein, are trademarks of Caterpillar and my not be used without permission.

LOREM IPSUM DOLOR SIT AMETRaed consulto in dius host rum in telud em, opublis satquius sus sentem pereorum pere inerecomnitia videtiaellem novestra re, untrarb istil teretim ovesilic vicaeci pere verat. An vivatushoculara consulto in dius hostr. Raed consulto ina dius hostrum in telud em, opublis satquiussus sentem pereo rum. Untrarb pere ovesilic novestra sus inere. Raed consulto in dius hostrum in teludem, opublis satquius sus sentem pereorum pere inere com videtiaellem novestrare, untrarb istilin teretim ovesilic vicaeci pere verat.

www.websiteaddress.com [email protected]

LORUM SITUIPSUM DOLAR.

global adv framework_ver3.2

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