brand guidelines (a4) - red lion lion brand guidelines a4.pdfthe right to deny usage of any final...

Brand GuidelinesHelp us tell the Red Lion story:Global experts in communication, monitoring and control for industrial automation and networking

2Red Lion Brand Guidelines

Table of ContentsIntroduction .......................................

Artwork Distribution Policies ...................

Brand Components

Our Values .........................................

Brand Identity .....................................

Voice & Tone ......................................

Positioning .........................................

Logo Usage .......................................

Authorized Distributor Logo Usage ............

Logo Constraints .................................

Tagline Usage .....................................

Trademark Guidelines ...........................

Color Palette ......................................

Product Line Color Differentiation .............

Typeface Usage ..................................

Image Treatment .................................

Device Treatments ...............................

Industry Photography ...........................

Graphic Elements ................................

Contact Information .............................

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3Red Lion Brand Guidelines

Our brand shows the world who we are.

Red Lion Controls' Brand Guidelines provide an easy-to-use set of communication standards to maintain consistency, promote brand awareness and drive competitive advantage. We invite you to use these tools to tell our story so customers and partners know where we stand—and how we stand out.

Introduction

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BRAND COMPONENTS

Red Lion Brand Guidelines

Original design file usage

Original design files for collateral and promotional material that includes data sheets, brochures and advertisements will be provided for translation purposes only. The artwork and photography provided therein is not to be used to create new materials without prior written permission from Red Lion.

Modified artwork approval

Any artwork having been modified per Red Lion's written permission is subject to final approval by Red Lion. Modified artwork should be submitted to [email protected] for final approval. A copy of approved artwork will remain on file at Red Lion. Any future revisions to that artwork must be resubmitted for approval. Red Lion reserves the right to deny usage of any final artwork that does not provide the same look and feel as the original.

Digital artwork approval

Any artwork produced from graphics downloaded from Red Lion's website is subject to final approval by Red Lion prior to usage in any printed or digital material.

Artwork Distribution Policies

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BRAND COMPONENTS


Our Values

Our values stand for who we are.

The following values are at the core of Red Lion and define who we are as a company:

• Absolute Integrity: Conduct all affairs ethically, lawfully, and with 100% compliance with all regulations. Deal honestly with colleagues, customers, suppliers and shareholders. Never lie about anything.

• Empowerment: Treat others with dignity, respect and honesty. Encourage teamwork and consultation without abrogating responsibility. Enjoy what you do, and delight in the success of others. Have fun.

• Customer Focus: Develop person-to-person relationships with customers to understand their current needs and anticipate their future requirements. Go to unreasonable lengths to service all our customers.

• Restless Innovation: Seek to improve every product and process, and never settle for the status quo. Recognize that creative destruction drives growth, and embrace the change that it brings.

• High Performance: Demonstrate the sense of ownership, urgency, discipline, accountability, judgment, and risk-taking necessary to generate the greatest value and to eliminate the most waste.

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BRAND COMPONENTS


The hero of every Red Lion story

Our identity is critical to building our brand. It’s how we present ourselves to the world, and it stems from our strengths and core values—so first and foremost, our brand is authentic. We communicate these attributes through what we say to customers and how we say it.

Primary brand attributes

• To gain consideration: - Reliability - Knowledgeable - Experience - Trust - Delivery

• To build loyalty: - Expertise - Product Value - Quality - Commitment - Innovation

• To stand apart: - Stability - Customer Focus - Genuine Insight - Proven Innovation - Service

Brand promise

• Our Customers Trust Us. - Stability, History, Legacy. - Quality, Delivery, Service. - Never Leave a Man Behind.

• We Help Solve Problems. - Powerful, Simple, Unique. - Connect Virtually Anything, Anywhere. - Insight Drives Productivity.

Using the company name

Red Lion is two separate, capitalized words with a space in between. RedLion and Redlion are not acceptable forms. The company may be referred to as Red Lion Controls the first time it is referenced in a document if this is apprioriate for the context. Thereafter and otherwise, just use the shortened form, Red Lion. Do not use Red Lion Controls Inc. except in a legal or other technical context when you need to refer to the US-based legal entity.

Brand Identity

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BRAND COMPONENTS


Creating a narrative that engages customers

Brands are built on perception. This means we need to consistently communicate our personality so that Red Lion is always positioned correctly. These guidelines will help you craft messages that show our customers who we are and what we’ve got to offer.

When writing customer-facing messages, refer to our values and keep these brand attributes in mind:

• Insightful: We’re smart, we’re deeply knowledgeable, but we’re not show-offs. Share insights without drawing too much attention to how ingenious we are. Show, don’t tell.

• Plain-Spoken: We are scrupulously honest and direct. Use language to explain, not to cover up flaws or to fill space.

• Stable: We’re reliable and have a proven track record of service. Our story should build on the assumption that we honor our promises and deliver on schedule.

• Curious: We are not satisfied with the status quo—we want to find better solutions for our customers. The language we use should reflect an openness to new ideas and possibilities.

• Human: Finally, and importantly, we are approachable and authentic. We value our relationships with our customers and should take pains to express that directly.

Voice & Tone

BEST PRACTICES:

If ever in doubt on practices of punctuation and style, please refer to the AP Style Guide for a list of usage guidelines.

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BRAND COMPONENTS


85 words

As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion Controls has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to gain real-time data visibility that drives productivity. Product brands include Red Lion, N-Tron and Sixnet. Headquartered in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe. Red Lion is part of Spectris plc, the productivity-enhancing instrumentation and controls company. For more information, please visit www.redlion.net.

50 words

As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion Controls has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to drive productivity through data visibility. Product brands include Red Lion, N-Tron and Sixnet.

28 words

As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion Controls has been delivering innovative solutions to customers for over forty years.

Positioning: Red Lion’s Corporate Boilerplate

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BRAND COMPONENTS


Our logo helps people identify the Red Lion brand at a glance, so it is important to keep it recognizable. It must be used without alteration on all materials to ensure consistency.

Logo Usage

N-Tron® and Sixnet® brands are important product line identities and will remain in use as terms to distinguish and differentiate our device offerings. The N-Tron and Sixnet graphic logos are no longer being used publicly except on the hardware components themselves and their use in promotional materials has been discontinued.

Clear space on all sides of the logo

When using the logo, no element should come closer to the Red Lion logo than half the height of the lower-case “l” character. This clear space is applied on all four sides.

Clear space

N-Tron® and Sixnet® logos

Red Lion logo

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BRAND COMPONENTS


Authorized Distributor Logo Usage

When using the logo, no element should come closer to the Red Lion logo, including the Authorized Distributor bar, than half the height of the lower-case “l” character. This clear space is applied on all four sides.

Clear space

To request a digital copy of the Authorized Distributor logo for promotional use on web sites, collateral or sales tool materials, please send an email to [email protected]. Once status of the above conditions is confirmed, an electronic version of the logo, along with an Authorized Distributor certificate, will be emailed to you for use.

Access to the Authorized Distributor logo

Clear space on all sides of the logo

This version of the Red Lion logo was created to highlight the special relationship and status of distributors who meet the following conditions:

• Carry Red Lion's entire industrial automation and networking product portfolio

• Have an executed Red Lion industrial automation and networking contract in good standing

Red Lion Authorized Distributor logo

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BRAND COMPONENTS


Red Lion logo on white background

Aside from resizing, the Red Lion and Red Lion Authorized Distributor logos should not be adjusted or modified, and must instead be treated as single graphic elements that cannot be broken into components or segments. When resizing, proper scale must be maintained and the final logo must be at least the following:

Red Lion logo = 1"

Red Lion Authorized Distributor logo = 1.25"

Logo Constraints

Improper logo usage

Red Lion logo on black background

Do not vertically stretch the logo

Do not horizontally stretch the logo

Do not alter the colors in the logo

Do not skew the logo Do not substitute other brand colors in the logo

Do not add a drop shadow to the logo

Do not place the logo over strong patterns

Do not break the logo into smaller pieces

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BRAND COMPONENTS


The Red Lion tagline is an ever-present verbal reminder of what we offer customers. It is important to use our tagline consistently—with correct capitalization and punctuation—so that it becomes uniquely associated with the brand, rather than simply being a collection of words.

Graphic tagline usage

Always use the appropriate digital art to represent Red Lion’s tagline in communications. For access to these assets, please see the contact page at the end of this document.

Tagline Usage

Connect. Monitor. Control.

Connect, monitor, control.Do not flow the three words into a single sentence

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BRAND COMPONENTS


Trademark Guidelines

Trademark Name StatusCrimson® Registered

CUB® Registered

EnterprisePro® Registered

EtherBUS® Registered

EtherTRAK® Registered

Graphite® Registered

IndustrialPro® Registered

IPm® Registered

IPm2m® Registered

MobilityPro® Registered

N-Tron® Registered

PAX® Registered

RAM® Registered

• Trademark symbols must be used for all the Red Lion protected names listed in the chart below, both in the first title reference and first body copy usage.

• Both ® and ™ markings should be superscripted in all uses.

• Trademark names are not nouns. They must be used as adjectives in combination with an appropriate noun. For example, it is correct to write, “Graphite® HMI availability,” but not, “Graphite® availability.”

• It is sometimes necessary to break up the product name to correctly use the ® or ™ symbols. For example, PAX®2C PID controllers.

Trademark Name StatusRed Lion® Registered

RemoteTRAK® Registered

Sixnet® Registered

SixTRAK® Registered

SixView Manager® Registered

VersaTRAK® Registered

FlexBus™ Trademarked

FlexCard™ Trademarked

N-Link™ Trademarked

N-Ring™ Trademarked

N-View™ Trademarked

NT24k™ Trademarked

E3 I/O™ Trademarked

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BRAND COMPONENTS


Accent colors

Red Lion’s brand colors emphasize our distinctive personality and help drive quick recognition. We use a bold, clear primary palette that nods to our direct style and industry leadership.

Color Palette: Primary & Secondary Colors

Red Lion Red Red Lion Blue Red Lion Gray Red Lion Black

PMS: 186 CCMYK: 0,100,79,20RGB: 196,18,48#C41230

PMS: Reflex BlueCMYK: 100,73,0,0RGB: 0,87,168#0057A8

PMS: 172 CCMYK: 0,72,91,2RGB: 250,70,22#FA4616

PMS: Cool Gray 4 CCMYK: 0,0,0,30RGB: 188,190,192#BCBEC0

PMS: 361 CCMYK: 77,0,100,0RGB: 67,176,42#43B02A

BlackCMYK: 0,0,0,100RGB: 0,0,0#000000

PMS: 2617 CCMYK: 79,100,0,15RGB: 71,10,104#470A68

PMS: 116 CCMYK: 0,20,100,0RGB: 255,205,0#FFCD00

Primary colors

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BRAND COMPONENTS


We use color to help differentiate our core industrial product lines. We use red to highlight automation and blue for networking. Note that these colors are also used as primary brand colors.

Product Line Color Differentiation

Industrial Automation

Industrial Networking

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BRAND COMPONENTS


Typeface Usage

Red Lion uses different typefaces for print and electronic communication. Fonts should always appear in their original form, and should never be distorted, condensed or expanded. Adjustments to letter kerning or tracking is permitted; please keep tracking within +/-20.

Improper typeface usage

Do not vertically scale text

Do not reduce tracking below -20

Red Lion Controls, Inc.


Do not horizontally scale text


Do not increase tracking above +20


Do not skew text (false italic)


Do not reduce leading below font size


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BRAND COMPONENTS


Print

Helvetica Neue LT StdHelvetica 45 Light Helvetica 55 Roman Helvetica 75 Bold Helvetica 95 Black

Helvetica 46 Light ItalicHelvetica 47 Light Italic Condensed Oblique

Helvetica 47 Light Condensed Helvetica 77 Bold Condensed Helvetica 97 Black Condensed

Primary print headline font: Helvetica Neue Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Primary print subhead font: Helvetica Neue Medium abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Primary print body copy and disclaimer font: Helvetica Neue Light


Helvetica Neue LT Std is our design font typestyle used for all Red Lion commercially printed deliverables including brochures, displays and advertisements. This chart provides specific guidelines on their hierarchical use. (Note: the italic or bold versions of some of these fonts are not displayed, but may be used to emphasize text messaging.)

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BRAND COMPONENTS


Primary web headline font: Calibri Bold


Primary web subhead font, email body copy, disclaimer font and internal document body copy: Calibri Regular abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Internal document title font: Corbel Bold


Digital

CalibriCalibri Regular Calibri ItalicCalibri Bold Calibri Bold Italic

CorbelCorbel Regular Corbel ItalicCorbel Bold

Corbel Bold Italic

Calibri and Corbel are the only font typestyles Red Lion uses for electronic communications. Calibri is used for web pages and email. Corbel is used sparingly for headers within internal communication templates and documents. This chart provides specific guidelines on their hierarchical use. (Note: the italic or bold versions of some of these fonts are not displayed, but may be used to emphasize text messaging.)

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BRAND COMPONENTS


Image Treatment

The imagery we use in Red Lion communications is vital for defining a unique, recognizable style that best represents our brand. All images should reinforce our values, brand identity and attributes as outlined in this document.

We have established a clean and balanced standard for print and electronic design; please ensure that your communications follow this general principle. A few examples follow:

Red Lion pieces are characterized by large single images of industry applications and segments. Product imagery is placed on white backgrounds with minimal effects.

Americas [email protected]

Asia-Pacific [email protected]

Europe, Africa Middle East [email protected]

+1 (717) 767-6511

Industrial solutions, reliable performance and unwavering support.As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to gain real-time data visibility that drives productivity. Product brands include Red Lion, N-Tron® and Sixnet®. With headquarters in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe. Red Lion is part of Spectris plc, the productivity-enhancing instrumentation and controls company. For more information, please visit www.redlion.net.

Connect. Monitor. Control.

www.redlion.net

ADLD0345 052715

©2015 Red Lion Controls, Inc. All rights reserved. Red Lion, the Red Lion logo, N-Tron and Sixnet are registered trademarks of Red Lion Controls, Inc. All other company and product names are trademarks of their respective owners.

A comprehensive portfolio of industrial solutions. Automation. Ethernet. Cellular M2M.

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BRAND COMPONENTS


Device Treatments

Imagery is an essential marketing component that helps distinguish our products. Each piece should use images, white space and text as needed to create a clean, balanced whole.

Reflections

Reflections should be used whenever a product is the unique highlight of the page—the hero. They should not be used on pages featuring many small-scale or overlapping products. Reflections should only be applied to products, not to other supporting images.

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BRAND COMPONENTS


Device Treatments

Dropshadows

Dropshadows may be used subtly when a product image is smaller in scale or featured alongside other products. The example below is the suggested use for all brochures and data sheets, but it may be adjusted slightly to match different backgrounds.

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BRAND COMPONENTS


Industry Photography

Use color industry photography for materials that are less product focused. Sometimes these photographs will be used to illustrate points made in copy, but you should also feel free to use photographs as design elements to balance dense copy blocks. In such cases, select a photograph that fits the theme and content of the document. A few examples follow:

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BRAND COMPONENTS


Graphic Elements

Bullet points and call-outs may be used to break up copy space and enhance readability. Bullet points should be kept in balance with other copy and call-outs should be used sparingly to highlight key points or associated content.

Bullet points

Always use bullet points to list product features and other text lists. Bullet points should be written in parallel structure and make use of a hanging indent, for example:

• Send email or SMS text messages based on alarms and system values

• Alert operators or management in real time on critical processes

Call-outs

Call-outs are used to guide customers to other resources, such as our website. Call-outs are created by reversing out text from appropriately sized colored text boxes.

Contact InformationQuestions about how to effectively use our brand guidelines to create your materials? We’re happy to help! Please contact [email protected] for assistance.

As the global experts in communication, monitoring and control for industrial automation and networking, Red Lion has been delivering innovative solutions for over forty years. Our automation, Ethernet and cellular M2M technology enables companies worldwide to gain real-time data visibility that drives productivity. Product brands include Red Lion, N-Tron and Sixnet. With headquarters in York, Pennsylvania, the company has offices across the Americas, Asia-Pacific and Europe. Red Lion is part of Spectris plc, the productivity-enhancing instrumentation and controls company.

Americas [email protected]

Asia-Pacific [email protected]

Europe, Africa Middle East [email protected]

+1 (717) 767-6511

Connect. Monitor. Control.www.redlion.net

ADLD0435A4 070616

© 2016 Red Lion Controls, Inc. All rights reserved. Red Lion, the Red Lion logo, N-Tron and Sixnet are registered trademarks of Red Lion Controls, Inc. All other company and product names are trademarks of their respective owners.

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