Graphic Standards Manual Visual Identity Guidelines for Alutrim.

Table of Contents Click on each section to learn more.

To all persons producing visual materials for Alutrim:

The purpose of having a visual identity program is to ensure that each and every time someone comes into contact with our company, our identity is communicated in the same visual terms. Visual materials include everything from stationery to promotional giveaways. Just as we present ourselves to our public with a specific dress code, a standard of written correspondence, or with the quality of our products, the same standards apply to the presentation of visual materials. As all visual materials create an image, whether positive or negative, it is our responsibility to tailor our visual image to an image that represents what our company stands for, and to ensure that a consistent look is applied to all visual materials. Our company’s image is that of a leader in decorative finishing and quality stampings with the emphasis on service. Translated into visual terms, our graphics should be clear and consistent, so our customers easily understand and feel confident with the products and services they are receiving.

We need to assure our customers that the quality of our products is always the same and reliably consistent. By following these visual guidelines and establishing a consistency in the way we present ourselves, we will demonstrate these characteristics of our company and its products and, therefore, can achieve this goal.

This program is under the direction of the Design group. Please contact the Design group for questions or assistance with materials, presentations, etc.

Use of the ManualThis manual is designed to aid those producing visual materials by demonstrating samples such as letterhead, envelopes, and labels. The labels produced by outside printers and packaging firms require the most direct access and these chapters are included as well, following the overview of all of the company logotypes. Such specifications include how to use each logo, what typefaces to use, how to align all the visual elements, and color applications. Artwork is supplied in a separate file.

Administration of the Visual Program The Design group is responsible for administering the visual identity program. Any questions about graphic specifications should be directed to design@amtrim.com.

Summary:• Professional brand identity• Correct use of registration mark • Consistent use of logo designs, typefaces, and colors• Direct questions to design@amtrim.com

The Visual ProgramA planned visual program starts with the corporate mark, which is used consistently on all visual materials. In addition to the mark and its use, the remaining elements, such as typography and use of photos or illustrations, must all be printed in a systematic way. The result will be a consistent look for all visual materials which will form a positive impression of our public.

The Need for Systematic Visual MaterialsVisual materials are produced by a number of individuals inside and outside the company. This Graphics Standards Manual will aid those persons in preparing packaging labels, advertisements or promotional materials, and will ensure that the design standards will be maintained.

Goals and Objectives of the Visual ProgramIt is important that Alutrim portrays a consistent look to assure confidence and trust. Customers must feel secure that the products are consistent, the quality is what is expected, and that Alutrim is a solidly established company and will meet the needs and requirements advertised. In addition, consistency in the use of the visual materials enhances the value of the company’s product identifiers and logos, allowing the company to protect itself against the use of knock-offs and imitations by third parties. If different logo designs, typefaces and colors are used for labels, packages and advertising, a disorganized and confused image will be projected. By using the artwork supplied in a separate file and following the specifications for typography and placement of elements, a standardized design for all the various materials will result in a clear visual image. The Design group must approve any proposed use of logo designs, typefaces, and/or colors that are modifications to the designs reviewed in this manual.

Logo

Standard Logo

Tag-lines How to Use A Tag-line

Guidelines1. When using the standard logo, the tag-line is justified right lining up with the letter M as shown below.2. The tag-line can be in the corporate gray, blue or black. 3. The tag-line must be smaller than the logo, can be Calibri regular, italics or bold.

Tag-lines:Aluminum ExpertiseNorth America

How to Not Use A Tag-line

Guidelines1. Do not place the tag-line along the side of the logo. 2. Do not make the tag-line compete with the logo, i.e. not prominent3. Do not place the tag-line too close to the logo. Refer to the spacing requirements in the graphic manual.

How To Use Logo The use of the Alutrim Logo is very simple, follow the guidelines of this manual to understand how you can use the logo. Any questions on how to use direct them to the design group.

Guidelines

1. Full Color Logo WIth and Without Taglines

How to Not Use Logo

Guidelines1. Do Not Change Colors2. Do Not Use In All Lower Case3. Do Not Add A New Texture

How to Use Logo

How to Not Use Logo

Spacing

X

When using the Alutrim logo, keep in mind these design guidelines.

SpacingAn area of space around the logo (white space) should be maintained so the logo will stand out from its surroundings. Leave an amount of space around the complete logo that is at least the width of the letter “T” in Alutrim.LayoutWhen designing a new layout, make sure the margin around the document are at least .5pt. Any type or logo should not be close to the edge of the document.

Typeface Illustrated below are typefaces used in preparing the Alutrim stationery program. Do not substitute other type styles.

Font Ordering InformationWithin Alutrim, these free fonts are approved to download from Adobe Systems Incorporated. Any other required font requires approval from IT prior to purchase. For suppliers, digital versions of these specified typefaces are available from Adobe Systems Incorporated or other on-line sources. These typefaces can be specified from most typeface suppliers. Digital versions of the fonts can be ordered from numerous suppliers, including: ADOBE SYSTEMS INCORPORATED 800.445.8787 IMAGE CLUB GRAPHICS

Print TypefacesThe main typeface is Futura STD for the logo. The main typeface used for body copy is Calibri. The website fonts are Montserrat for body copy and sub headers. Classico URW is the header font used on the website.

Montserrat

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Calibri

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Futura STD Bold Condensed Obligue

A B C D E F G H I J K L M NO P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9

Classico URW

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Color

Company Logo Colors The logo for the company, Alutrim, displays the symbol with the name of the corporation in gray scale type but also can be in black, or blue. The gray scale with texture shows our passion for developing high quality metal designs. By using a blue color we are showing our customers that we are a company you can trust to develop a product that meets your qualifications.

CMYK: 0, 0, 0, 13 RGB: 225, 226, 227HEX: e0e1e3

CMYK: 0, 0, 0, 23RGB: 203, 205, 207HEX: cbccce

CMYK: 0, 0, 0, 27RGB: 194, 196, 198 HEX: c2c3c6

CMYK: 0, 0, 0, 42RGB: 164, 166, 169 HEX: a3a6a8

CMYK: 100, 79, 0, 0 RGB: 0, 79, 163HEX: 004fa2

CMYK: 63, 55, 54, 29RGB: 88, 89, 89HEX: 585858

Backgrounds When using a color background, the logo should not bethe same color as the background color. If printing on a colored paper or object, the color of the logo should be of sufficient contrast to the background.

Photography The use of photos needs to be carefully considered for confidentiality and privacy. When used publicly, photos need reviewed by the appropriate director before including in print or media to assure nothing confidential is shown. Employees need to sign a “Consent and Release Form” to allow their likeness to be used. Additionally, customers’ product images must be edited to remove their logo or show only a portion of their logo. An approved photo library is maintained by the Design group. Please contact them for approved photos. Below are samples of approved photos.

Stationery Set

Stationery and business cards are important links to our customers and business acquaintances; therefore, it is important to convey the proper impression at all times. Specifications for the design of all stationery items for Alutrim are found in this chapter. These designs are consistent in format, lettering, and color to the graphic standards of the company’s entire visual program and should not be altered in any way.

TypographyThe fonts used are dependent on the type of media: print or web. Refer to the type portion of this manual.

ColorThe corporate colors are a scale of grays. Black and blue is occasionally used.

Paper StockA white stock color is to be used. The quality and finish of the paper varies depending on which item of the stationery is being produced.

LogoThe corporate logo is used. Please refer to “Alutrim Logo” for guidelines on its use. Alterations to the logo symbol and/or logo typography are not permitted.

Stationery Set

Letter Head For general correspondence, the Alutrim logo is in the top right of the sheet and the address at the bottom right. The corporate colors of gray scale and blue are used (laser inks used in printing). Alterations to the logo symbol and/or logo typography are not permitted.

Corporate ColorsGrays ScaleBlue: PMS 072 CVC, RGB: 0, 79, 163Type Futura STD, Body Copy CalibriPaper White Letter stock, 1” margins all around.

Alutrim Lebanon, KY USA

sales@alutrim.comO: 1.270.692.2142

Left Margin1” margins

Top1” margins

Right Margin1” margins

Business Cards

FrontBlack Font2 Color Print: Black and Gray

Back Plain White Paper

Alterations to the logo symbol and/or logo typography are not permitted.

Corporate ColorsGrays ScaleBlue: PMS 072 CVC, RGB: 0, 79, 163Type PaperMetal or white paper

Envelopes

Alutrim Lebanon, KY USAsales@alutrim.comO: 1.270.692.2142

On the # 10 envelope, the American Trim, L.L.C. logo is positioned at the bottom right and the addresses is positioned at the upper left corner of the envelope. The corporate colors of red and blue are used for the logo. Alternatively, the entire return address block including the logo can be printed in either all black or all blue. Alterations to the logo symbol and/or logo typography are not permitted.

Corporate ColorsGrays ScaleBlue: PMS 072 CVC, RGB: 0, 79, 163TypeFutura STDPaperWhite Stock #10 envelope

Power Point Presentations A generic presentation format has been created with the company logo colors. It is available in Outlook/ All Public Folders/ Forms. For questions on using this format, please contact design@amtrim.com.

Corporate ColorsGray Scale Blue: PMS 072 CVC, RGB: 0, 79, 163TypeCalibri (Body Copy & Title)

This symbol of the “A” with a red bar underneath it is the place you can change the color of fonts to the corporate

This is where you can change the type’s font. Our standard font is Futura STD, but you can also use Calibri for the body text.

Website Corporate ColorsGray ScaleBlue: PMS 072 CVC

TypeMontserratClassico URW