brand identity guidelines - miller image source

Brand Identity Guidelines

Updated 10/10/12

Table of Contents

Introduction

Brand Position and IdentityWhat is a brand?Why a brand strategy?Voice of the customerBrand identity mapThe Miller brand experienceMiller brand valuesMiller brand identityMiller brand positionIndustrial GTM positioningCommercial GTM positioningArc Armor® positioning statement

Corporate Logos, Colors and Type FontsMiller logoInappropriate logo usageApproved logo colorsMiller logo size and placementThe Power of Blue® taglineLogo and tagline lockup size and treatmentLogo modifiersArc Armor® logo guidelinesITW Welding companies: using multiple logosJoint/co-brand positioningCorporate type fonts

Presentations and CorrespondencePowerPoint templatesEmail signatureBusiness cardsLetterheadEnvelopes

Editorial Style GuidelinesTone of voiceA to Z usage guideTrademarks and trade namesCopyrights

Marketing Visual Style GuidelinesIndustrial product/system brochure templateIndustrial segment brochure templateAd layout guidelinesURL and social media icons in print formatMobile Tag usage

Table of Contents

Web Design Style GuidelinesGuidelines for adding pages to MillerWelds.com siteMillerWelds.com web page headerMillerWelds.com web page bodyMillerWelds.com web page footerGuidelines for sites that deviate from MillerWelds.com siteOther sites web page headerOther sites web page bodyOther sites web page footerOther considerationsWeb form components

Photos and VideosPhotographyEquipment/product imageryArcArmor® product imageryThe Miller image site: Image SourceVideo

SignageExterior signage for a Miller facilityDistributor signage and decals

Transportation and Vehicle DecalsTruck, van and company car

Apparel

Product NamesMiller product name development processMiller product naming guidelinesMiller product name inventoryMiller product name trademark list

Product Marking StandardsProduct marking standards for Miller-branded products

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Introduction

Customers remember and have positive associations with the Miller name, Miller logo, Miller blue and other Miller branding elements. This makes product selection easier and enhances the value and satisfaction customers get from our products.

That’s why it’s important for all of us to adhere to consistent, comprehensive, coordinated guidelines that focus solely on the Miller brand.

These guidelines cover most of the Miller branding elements that will help us maintain a consistent front to our customers. If you have branding questions that aren’t addressed here, please contact the Corporate Marketing Department for further clarification.

Contacts

Brand ManagerVickie [email protected]

Print Shop, Distributor Communications and Company Store Deb Schreiber [email protected]

Web ManagerTracy [email protected]

Event Signage and Promotions; Transportation Decals David [email protected]

We empower our customers and supply chain partners. That’s our brand promise. Over our long,

successful history, we’ve built a strong brand that is revered throughout the industry by helping customers

solve their welding and production challenges with innovative, high-quality products and world-class

customer service. The Miller® brand is an important and critical company asset, and we must continue to

build and protect this asset. One way to do that is through consistent application of our brand strategy and

brand guidelines. Our brand strategy is an evolution, not a revolution. It draws from existing company values

and characteristics. It focuses on what matters most to our customers. And it helps us communicate who

we are and what we offer in a clearer, stronger and more distinctive way. My hope is that this document

provides not only direction but inspiration. That it challenges us to live up to our brand promise every

day. And that it reminds us that we all have a part in shaping the Miller brand experience — with every

customer, every distributor, every supply partner. Our continued success depends on it.

Regards,

Rich Thompson

Vice President, Marketing

About the Marketing Brand and Visual Guidelines

mailto:[email protected]?Subject=%E2%80%9DMiller%20Brand%20Identity%20Guidelines%20Question%E2%80%9D




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Brand Position and Identity

A brand is not a logo or a tagline. A brand is not an ad or a brochure. A brand is more than a product or service. Our brand is one of our organization’s most important assets. Ultimately, our brand is a promise that our company can keep.

Our brand must:

•Address customer needs

•Connectemotionallywithcustomers

•Leverageourorganization’sstrengths

•Giveusacompetitive,differentiatedadvantage

•Inspireandenergizeemployees

•Driveeveryorganizationaldecision,system,actionandprocess

•Manifestitselfinourproducts,servicesandbehaviors

•Beinthebestpositiontodrivecustomerrecallandretention

A strong brand shifts the demand curve and enables us to demand a higher price for our products and services.

What is a brand?

Miller Electric Mfg. Co. has a long history of growth and success. So why, you might wonder, do we need a brand strategy?

Simply put, consistent presentation of a focused brand strategy helps Miller stand out in an increasingly crowded marketplace.

The Miller brand strategy is a formal way of articulating our unique value in the marketplace. Consistency in the application of the Miller brand strategy — how we present our brand in messaging, in images and through individual behavior — creates trust. And that, in turn, builds loyalty with our customers, distributors and supply partners.

Additionally, consistent product naming and marking methodologies support the brand strategy by creating a stronger defense against trademark infringements and protection for our intellectual property.

Why a brand strategy?

•Whennecessary,thereversed-outMillerlogomaybeused on a blue or dark background.

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Weldingcustomersareloyaltoanentirevaluechainthatstartswithinnovativetechnologyandincludesongoing information and support services.

Miller provides the entire package: reliable products that are easy to operate and are backed by outstanding service and technical expertise.

Miller customer loyalty results from doing a combination of things right:

•Reliable — longer duty cycles and operation in extreme weather

•Quality — delivers clean, high-quality welds the first time

•Durable — runs forever without breaking down

•Easy to operate — simple to set up and operate for the proper weld

•Service and repair — parts availability and distributor support for field repairs

•Productivity — the right welder for the application

•Technical advice and support — in-depth expertise on welding processes

•Easy maintenance — not overly complex to maintain

•Innovative design — versatile welders that are easy to operate

Voice of the customer

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The brand identity map is a tool that summarizes the essential elements of what the Miller brand stands for. Ideally, an existing or potential customer will see the Miller logo or hear our name and immediately associate all the right characteristics and benefits with our brand.

All sections of the map interact with one another. For example, what Miller offers (depicted in the Offering section) creates rational benefits, which in turn contribute to emotional benefits.

The brand character and symbols combine to help bring the brand to life. Consistent use of these symbols generates recognition of the Miller brand.

The outer quadrants of the map show how people experience various aspects of the brand. The brand values represent what the brand stands for — what is at the core of the Miller brand experience.

Brand identity map

ValuesPersonalized Miller experience

Empowered passion for customersWeldingexpertiseInnovation leader

Integrity

Rational BenefitEase and convenienceHigh productivity/ROIWeldingequipmentandservicesolutionswith clear, differentiated benefits [A]Personalized Miller experience [A]Strategic business partner [A]Product availability [A]

I own the best and only work with the best.I wouldn’t trade my Miller for anything.I trust Miller to deliver my business results.I’m smarter, more capable.Miller has been providing solutions for generations.I’m a member of an elite club. [A]

Emotional BenefitEmpowermentConfidenceSuccessfulTrust PrideConnectedPrestige

OfferingFocus on innovation [A]World-classcustomerserviceandsupportLeadingresourceforweldingchallengesandprocess expertise [A]Empowered, impassioned peopleBroad, preferred portfolio of premier products for the welding processValue-creating distribution [A]

Character & Symbols

Miller logoPMS 300 (Miller blue)The Power of Blue®Blue boxProduct namesProduct categories

ApproachableConfidentLeaderDo whatever it takesExperiencedProblem solver

[A] Aspirational — identified as key to future positioning

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All components in the brand identity map combine to build a reliable, recognizable and consistent brand image in the market. This consistent brand image helps Miller to further build awareness, trust and loyalty with customers and business partners.

To create a positive and unique Miller brand experience, we must not neglect any aspects of our brand identity.

Every single experience with the Miller brand becomes part of the brand image in the mind of the customer.

Remember, branding is not just the business of the marketing department. And the brand is not the logo, or a tagline, or ads. Each and every person at Miller becomes a brand ambassador. As such, everyone here at Miller has a role in shaping how others perceive the Miller brand.

The Miller brand experience

Our brand values are enduring, timeless aspects of the Miller brand that differentiate us in the marketplace. Our brand values should be conveyed through every communication, every behavior, and every touch point with customers, prospects, employees, distributors and supply partners.

•PersonalizedMillerexperience

•Empoweredpassionforcustomers

•Weldingexpertise

•Innovationleader

•Integrity

Miller brand values

Our brand identity expresses the unique set of values and positive associations with Miller that we aspire to create and maintain over time.

Miller is committed to creating a personalized experience for end-use customers, supply chain partners and distributor partners through our industry-preferred advantaged welding equipment and service solutions, welding expertise, innovation and world-class customer support.

The Miller experience results from empowered people who understand the customers’ needs. Miller’s integrity, our commitment to welding and our relentless passion for the customer make the difference.

Miller brand identity

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The Miller brand is customer-focused, meaning the Miller brand is always presented in terms of the benefits customers derive from working with or being associated with our brand.

In addition, the Miller brand focuses on the intangible benefits customers derive from working with Miller —such as empowerment, confidence, success, pride, connection and prestige.

Communication with new or prospective customers should point to tangible customer benefits to support the Empowers You position: ease of use, convenience, productivity.

Communication with existing customers should reinforce trust in the Miller brand to support the position: world-class service, technical expertise, innovation.

Our position is the distinctive space we strive to own in the marketplace and in the mind of the customer.

You’re empowered with Miller advantaged welding equipment and service solutions, welding expertise, innovation and world-class customer support.

Miller brand position


Industrial GTM positioning

(Please note: This positioning statement is not intended to be customer-facing. These specific words shall not necessarily appear in any marketing materials, but the spirit of these words shall infuse all messaging producedbyMillerIndustrialGTM.)

Overall messaging theme

“Focused on you” is the theme we shall use throughout all messaging, reinforcing that Miller is a dedicated businesspartnerwhounderstandsouraudiences’uniqueneeds.Withreliable,innovative,easy-to-useweldingproducts — as well as extensive industry experience and responsive customer support — Miller offers a total welding solution that’s proven in the world’s toughest applications under the most extreme conditions.

Messaging hierarchy

1. Total welding solution. More than just reliable welding products, Miller serves as your resource for maintenance, service, training, consulting and more.

2. Responsive support.Whateverweldingchallengesyouface,youcanalwayscountonMillerforthe ongoing support you need — when and where you need it.

3. Innovation. Our unsurpassed track record for welding innovation means you can count on us to deliver new solutions to your biggest welding challenges.

4. Intuitive design. Equipment that’s easy to set up, use and maintain makes you even more productive, simplifying changeovers, training and service.

5. Industry experience. Miller puts more than 80 years of experience designing and building the world’s most reliable welding products to work for you.

6. Reliability. You can count on Miller products to help keep your operation up and running, reducing downtime and maximizing productivity.

7. Proven in the world’s toughest applications under the most extreme conditions. Miller stands for confidence on the job.

7

Commercial GTM positioning


Arc Armor® positioning statement

We’reredefiningwelderprotectionwithproductsthatprovideoptimalfit,comfort,performanceandstyle,resulting in safer, more productive work environments. That’s the Arc Armor® difference.

(Please note: This positioning statement is not intended to be customer-facing. These specific words shall not necessarily appear in any marketing materials, but the spirit of these words shall infuse all messaging producedbyMillerCommercialGTM.)

Overall messaging theme

“Miller helps you enjoy doing great work” encompasses four key ideas: empowerment, a customer-first approach, fun and passion, and a focus on the work instead of the equipment. Fun and inspiring, the tone shall be written in the voice of our audience — never talking down to them — and shall focus on the tangible and emotional benefits of the product/service, rather than the features.

Messaging hierarchy

1. Miller makes premium products.

2. Miller products are easy to use.

3. Miller is dedicated to promoting the craft of welding.

4. Weldingshouldbefun.

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CorporateLogos,ColorsandTypeFonts

“M” space

Reversed-out logo on blue backgroundBlack logo

Full-color logo PMS 300 + blackCMYK equivalent: C100 M43 Y0 K0RGB equivalent: R0 G122 B194

Guidelines • PreferredusageoftheMillerlogoisfullcolor(PMS300andblack,CMYK

equivalent:C100M43Y0K0,RGBequivalent:R0G122B194).

• Forthefull-colorMillerlogo,thewhitebarsinthecircleshallalwaysbewhite.

• Whennecessary,thereversed-outMillerlogoshallbeusedonablueordarkbackground.

• TheblackMillerlogoshallonlybeusedininstancesofasingle-colorprint.

• Forreversed-outandblackMillerlogos,thebarsinthecircleshallbethebackground color.

• TheMillerlogoshallalwayshaveanareaofisolationthat’sequaltothe“M”space in the logo.

• Theregisteredtrademarkshallbepresent.

• Whiletheverticallogoshallbeusedwhentherearespaceconstraints,thehorizontal format is preferred.

Vertical logo

Miller logo

Black vertical logo

PMS 300 + blackCMYK equivalent: C100 M43 Y0 K0RGB equivalent: R0 G122 B194

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Guidelines •DonotmodifytheMillerlogoinanyway.

•Donotuseanyvariationoftheabovelogos.

The following are examples of inappropriate ways to use the Miller logo and are not permitted.

3-D Globe version no longer allowed

Do not use the blue ball mark by itself

Power of Blue should not be in italics, use the wrong font or include a period

Do not place the Miller logo on top of another image

Wrong color usage — only use the approved Miller blue or all black

Background with an abrupt color change

Do not use a blue ball, white bars and white letters on a dark background

Inappropriate logo usage

Do not crop the logo — allowing the logo to bleed off the edge of the page is a form of cropping

Do not use a low-resolution image that doesn't provide clarity

Do not alter the proportions or angle of the logo

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PMS 300 Miller Blue/CMYK Process equivalents

Cyan 100%

Magenta 43%

Yellow 0%

Black 0%

PMS 409 Miller Gray/CMYK Process equivalents

Cyan 0%

Magenta 15%

Yellow 18%

Black 47%

PMS 300 Miller Blue/RGB Process equivalents

Red 15

Green 85

Blue 166

Note: The hexadecimal value equals 0F55A6

PMS 409 Miller Gray/RGB Process equivalents

Red 141

Green 129

Blue 123

PMS 300Miller Blue

PMS 409MillerGray

Black

Four-color Process or RGB ProcessIn the final production of any project, there may be instances where a PMS color cannot be usedspecificallyandeithera4-color(CMYK)orRGBapplicationwillberequestedasanequivalentforPMS300MillerBlueorPMS409MillerGray.Pleaseconfirmwithyourprinterwhich version is needed.

Approved logo colors

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2 in.

1 in.

0.75 in.

0.75 in.

Top leftcorner

Brochure cover

For materials smaller than 3.5 in. wide

For materials larger than 3.5 in. wide

Page positioning

Top leftcorner

Full-color logo on contrasting background

Guidelines • Onprintedmaterialslargerthan3.5in.inwidth,theMillerlogoshallbe2in.wideand

placed 0.75 in. from the top and left of the page.

• Onprintedmaterialssmallerthan3.5in.inwidth,theMillerlogoshallbe1in.wideand placed a distance equivalent to the blue circle symbol from the top and left of the page.

• Thebackgroundbehindthefull-colorMillerlogoshallcontrastenoughtomakethelogo pop. Do not adjust the logo to create contrast.

Miller logo size and placement

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The Power of Blue®

The Power of Blue® should always be contained in logo area of isolation

ITC Franklin Gothic Std Demi

The Power of Blue®The Power of Blue® The Power of Blue®

Full-color logo and tagline lockup Black logo and tagline lockup Reversed-out logo and tagline lockup on blue background

Guidelines • ThePowerofBlue®shallonlyappearinconjunctionwiththeMillerlogo.Thisiscalled

a “logo and tagline lockup.”

• ThePowerofBlue®shallnotbeusedasaseparategraphicelement.

• WhentheMillerlogoisinfullcolor,ThePowerofBlue®shallbeMillerblue(PMS300,CMYKequivalent:C100N43Y0K0,RGBequivalent:R0G122B194).

• WhentheMillerlogoisreversedout,ThePowerofBlue®shallalsobereversedout.

• WhentheMillerlogoisblack(onlyininstancesofasingle-colorprint),ThePowerofBlue® shall also be black.

• ThePowerofBlue®shallbeleft-alignedwiththe“M”intheMillerlogoandtop-alignedwith the bottom of the blue circle symbol.

• ThePowerofBlue®shallbecontainedwithintheMillerlogoareaofisolation.

• Whenappropriate,ThePowerofBlue®maybeusedwithouttheMillerlogoandtaglinelockup in POP, trade-show graphics, banners and other non-traditional pieces.

• ThePowerofBlue®shallnotbeusedinbodycopy.

The Power of Blue®tagline

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1.5 in. 1.5 in.

0.5 in. 0.5 in.Bottomright corner

Bottomleft corner

0.75 in. 0.75 in.

The Power of Blue® The Power of Blue®

AdFlyer

Font size is 10-pt.

Guidelines • TheMillerlogointhelockupshallbeatleast1.5in.wideinalloccurrences.

• ThePowerofBlue®fontisITCFranklinGothicStdDemi,10-point.

• TheMillerlockupshallonlybeusedonMiller-ownedmaterials,neverITW-ownedordistributor-owned pieces.

• Onprintedmaterials,theMillerlogoandtaglinelockupshallbeplaced0.5in.fromthe bottom of the page and 0.75 in. from the left or right of the page.

• FormaterialsinwhichtheMillerlogoappearsmorethanonce(suchascatalogs,brochures, two-sided fliers, etc.), the last — and only the last — logo occurrence shall be the Miller logo and tagline lockup.

• FormaterialsinwhichtheMillerlogoappearsonlyonce(suchasads,one-sidedfliers,POP, etc.), the logo shall be the Miller logo and tagline lockup.

Logo and tagline lockup size and treatment

MillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

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Modifier has to be contained within area of isolation

Welders

Arc Welding Products

Guidelines • Thereareonly2approvedmodifierstouse:ArcWeldingProductsandWelders,as

shown above.

• ModifiersareonlyusedwhentheaudienceisunfamiliarwithMiller,butshallbelimited to events — not used in literature or brochures. For example:

- ArcWeldingProductsisrecommendedfortradeshowsignagewhentheshowis in a new product category or industry.

- MillerWeldersisrecommendedformotorsportsandautoenthusiastmarkets where space is extremely limited, such as on car decals.

• WhentheMillerlogoisfullcolor,themodifiershallbeMillergray (CMYKequivalent:C0M0Y0K40,RGBequivalent:R167G169B172).

• WhentheMillerlogoisreversedout,themodifiershallalsobereversedout.

• WhentheMillerlogoisblack(onlyininstancesofasingle-colorprint),themodifiershall also be black.

• Themodifiershallbeleft-alignedwiththe“M”intheMillerlogoandtop-alignedwiththe bottom of the blue circle symbol.

• ThemodifiershallbecontainedwithintheMillerlogoareaofisolation.

Logo modifiers

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Arc Armor® logo guidelines

Wheneverpossible,theArcArmorlogoshallalwaysbeusedwiththeMillerlogo.TheArcArmorlogoshallbethesameheightasthe“M”intheMillerlogo(“Mheight”).Wheneverpossible,theArcArmorsparksshallbeused behind the Arc Armor logo, but not interfere with the Miller logo.

Arc Armor® logo variations

Full-Color Version

Guidelines • Artisticfiltersshallnotbeusedonthelogo.

• Thelogoshallnotbestretched,rotatedordistorted.

• Thelogoshallnotbeplacedonanyunapprovedbackground.

Arc Armor® color palette

A consistent color palette helps maintain the strength of Miller and identify and differentiate Arc Armor from competitors. The use of Miller blue is a key component of the Arc Armor color palette. See Approved logo colors for more information.

Arc Armor® font type

TheITCFranklinGothicStdandNewBaskervillefonttypesarethepreferredtypefacesforallMillermaterials.A variety of fonts are available within these families. See Corporate type fonts for more information.

One-Color Version(only to be used for unique situations, i.e. embossing)

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Guidelines • FormarketingmaterialsthatfeaturemultipleITWWeldingcompanies,onlyMillerandHobartBrotherslogos

shall be used on front and back covers of brochures and on the front of other marketing collateral.

• TheMillerlogoshallappearfirst,thentheHobartBrotherslogo,withthespacebetweenthelogosequivalentto the “M” space for the Miller logo.

• WhentheMillerandHobartBrotherslogosareusedtogether,“ITWWelding”shallbeunderlinedandplacedabove it, separated by a space equivalent to the “M” in the Miller logo.

• “ITWWelding”textshallbeITCFranklinGothicStdMediumfont,10.5-point.

• Linestrokeunderthe“ITWWelding”textshallbe5percentoffontpointsize.

• “ITWWelding”shallextendfromtheleftedgeofthebluecirclesymboltotherightedgeoftheHobart Brothers logo.

• Whennecessary,reversedoutlogosshallbeusedonablueordarkbackground.

• BlackversionoftheMillerlogoshallonlybeusedininstancesofsingle-colorprint.

• SeeIndustrial product/system brochure template for information on how to present multiple logos in the layout.

ITW Welding companies: using multiple logos

AspartoftheITWWeldingportfolio,MilleroftenpartnerswithotherITWWeldingcompanies—HobartBrothers,Bernard,SmithEquipment,TregaskissandWeldcraft—tocreatemarketingmaterialspromotingour“systemsapproach”toselling.ThisapproachpositionsMillerandotherITWWeldingcompaniesas“totalwelding solution” providers that offer more choices and improved welding productivity.

Therefore,marketingmaterialsthatfeatureMillerandotherITWWeldingcompanieswillalsoincludetheirlogos. For the front and back covers of brochures and on the front of other marketing collateral, only Miller and HobartBrotherslogosshallbeused.AstheleadbrandsoftheITWWeldingportfolio,it’simportantthatweleverage them in the global marketplace.

ThissectionoutlinesproperusageofmultipleITWWeldingcompanylogosonMiller-brandedmarketingmaterials.FormoreinformationonITWWeldingcompanybrandstandards,pleaserefertotheITWWeldingcompanies brand identity guidelines.

ITW Welding

17


Guidelines • Everyspacebetweenthelogosshallbeequivalenttothe“M”spacefromtheMillerlogo.

• TheMillerlogoshallbelistedfirst,followedbyHobartBrothers,thentherestofthebrandsinalphabeticalorder.

• Logoswithsingle-linetypeshallbethesamesizeasthe“er”intheMillerlogo.

• Logoswithdouble-linetypeshallbethesamesizeasthe“M”intheMillerlogo.

• Becauseofitsuniqueshape,theTregaskisslogoshallbeaslargeasthebluecirclesymbolintheMillerlogo.

• Whenmultiplelogosareused,“ITWWelding”textshallbeunderlinedandplacedaboveit,separatedbyaspaceequivalent to the “M” in the Miller logo.


• Linestrokeunder“ITWWelding”textshallbe5percentoffontpointsize.

• “ITWWelding”shallextendfromtheleftedgeofthebluecirclesymboltotherightedgeofalogoonthefarright.

• “ITWWelding”shallneverbeusedwithoutshowinglogos.

• Whennecessary,reversed-outlogosshallbeusedonablueordarkbackground.

• Blacklogosshallonlybeusedininstancesofsingle-colorprint.

• UsethehorizontalformatofITWbrandlogoswheneverpossible.Verticalshallbeusedwhennecessaryattheartist’s discretion.

ITW Welding

ITW Welding

ITW Welding

Full color

1 color

Horizontal use guidelines

Reversed color

ITW Welding

ITC Franklin Gothic Std Medium 5 percent of font pt. size


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Full color

ITW Welding

Vertical use guidelines

ITC Franklin Gothic Std Medium


ITW Welding ITW Welding

1 color

ITW Welding

Reversed color

Guidelines • WidthsforalllogosshallbeequivalenttotheMillerlogo.

• Everyspacebetweenthelogosshallbeequivalenttothe“M”spacefromtheMillerlogo.

• TheMillerlogoshallbelistedfirst,followedbyHobartBrothers,thentherestofthebrandsthatappearinthematerials shall be placed in alphabetical order.

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Guidelines • FormarketingmaterialsthatfeaturemultipleITWWeldingcompanies,thelogosrepresentedinthe

pieceshallbeusedontheinsidefrontcovertocommunicatethatMillerispartoftheITWWeldingportfolio without diluting the Miller brand.

• Fornon-Millerspecificmaterials,suchastheGraingerbrochure,theMillerlogoshallbelistedfirst, followed by Hobart Brothers, then the rest of the brands that appear in the materials shall be placed in alphabetical order.

• UsethehorizontalformatofITWbrandlogoswheneverpossible.Verticalformatshallbeusedwhen necessary at the artist’s discretion.

• OnlytheMillerandHobartBrotherslogosshallbeusedonthefrontandbackcoverstogivethemgreaterprominence.AllotherITWWeldingcompanieslogoswillappearontheinsidecoverspread.

• Forexceptionstotheguidelines,pleasecontacttheBrand Manager.

Outside front cover of Non-Miller-specific pieceInside front cover of Miller-branded piece

ITW Welding North America


Joint/co-brand positioning

WhenworkingwithanothercompanyoutsidetheITWWeldingcompaniesonajointpromotionorco-branding project, please contact the Brand Manager for guidance and approvals.



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Corporate type fonts

ITCFranklinGothicStdHeavyisrecommendedforheadlines,subheadsandbodycopy with italic and bold versions to be used as necessary.

ITCFranklinGothicStdBook

abcdefghijklmnopqrstuvwxyzABCDEFGHIjKLMNOPqRSTUVWxYz1234567890,=-*;:/?’”

ITC Franklin Gothic Std Book Italic

abcdefghijklmnopqrstuvwxyzABCDEFGhIjklMnOPQRSTuVwxyz1234567890,=-*;:/?’”

ITC Franklin Gothic Std Demi

abcdefghijklmnopqrstuvwxyzABCDEFGhIJKLMNOPqRSTUVWxYZ1234567890,=-*;:/?’”

ITC Franklin Gothic Std Demi Italic

abcdefghijklmnopqrstuvwxyzabCDeFGhIjklmnopqrSTuvwxyz1234567890,=-*;:/?’”

ITC Franklin Gothic Std Heavy

abcdefghijklmnopqrstuvwxyzaBCDEFGHIjklMnoPqrSTuvWxyz1234567890,=-*;:/?’”

ITC Franklin Gothic Std Heavy Italic

abcdefghijklmnopqrstuvwxyzabCdeFGHIjklmnopqrSTuvWxyz1234567890,=-*;:/?’”

New Baskerville is optional for body copy and applications where a serif font is needed. New Baskerville body copy should always be compressed 90%.

New Baskerville

abcdefghijklmnopqrstuvwxyzaBcdefghijklmNopqrstuvwxyz1234567890,=-*;:/?’”

New Baskerville Italic

abcdefghijklmnopqrstuvwxyzaBcdefghIjklmNopqrstuvwxyz1234567890,=-*;:/?’”

New Baskerville Bold

abcdefghijklmnopqrstuvwxyzaBcdefghijklmNopqrstuvwxyz1234567890,=-*;:/?’”

New Baskerville Bold Italic

abcdefghijklmnopqrstuvwxyzaBcdefghIjklmNopqrstuvwxyz1234567890,=-*;:/?’”

Times New Roman is recommended for typed correspondence.

Times New Roman

abcdefghijklmnopqrstuvwxyzabcdefghijklmNopqRsTuvwxyz1234567890,=-*;:/?’”

Arial is recommended for digital correspondence and websites.

Arial

abcdefghijklmnopqrstuvwxyzAbcdefghijklmnopqrstuvwxyz1234567890,=-*;:/?’”

Arial Black

abcdefghijklmnopqrstuvwxyzABcdefghijklmnopqrstuvwxyz1234567890,=-*;:/?’”

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PowerPoint templates •UseMiller-branded PowerPoint templates.

•Headline:33-pointArialBlackfont,RGBblue

•1stleveltype:28-pointArialfont

•2ndleveltype:25-pointArialfont

•3rdleveltype:21-pointArialfont

•4thleveltype:18-pointArialfont

Presentations and Correspondence

https://my.itwwelds.com/sites/Marketing/Lists/Links/AllItems.aspx

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Jonathan SmithAssociate Development Manager

Miller Electric Mfg. Co. An itw welding company

1635 west spencer st., p.o. box 1079, Appleton, wi 54912-1079 phone: 123.456.7890 mobile: 123.456.7890MillerWelds.com | Facebook | Twitter | Youtube

Email guidelines establish a consistent brand message to our customers, suppliers and end-users, and help with spam issues. The email signature example demonstrates how your Name, Title and Company name shall be presented. You are not required to list your address and phone number — these are optional. Also, you shall refrain from using any backgrounds, graphics, logos or special fonts, as most email clients do not automatically display these images.

Guidelines •Usethehorizontalformat.

•Usecolorwhenpossible.

•IncludeMillerWelds.com.

•DonotincludetheMillerlogo.

•Donotincludesocialmediaicons.Usetextlinksasanalternative,basedonrecognized best practice.

•Do not include images in your email signature, since many email clients do not display these graphics.

• To set up your signature

- Open a new email

- Click Signature icon in the email ribbon, select Signatures

- Select Miller Template, then modify the address (if necessary) and phone numbers

-Whenfinished,clickthedropdownsunderChoosedefaultsignatureandchangeNew messages and Replies/forwards to Miller Template

•Ifyourepresentmorethanonebrand,pleaseseeITWWeldingbrandidentityguidelines.

Email signature

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Business cards •Useouronlinetooltoorderbusiness cards.

•Ifyourepresentmorethanonebrand,pleaseseeITWWeldingbrandidentity guidelines.


Jonathan SmithAssociate Development [email protected]

1234 Street Name, Riverside, ST 34567-8901Office: 123-456-7890 Fax: 123-456-7890 Mobile: 123-456-7890

https://secure.vlorder.com/itwwelding/

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Letterhead •Useourletterhead template.

Whentypingaletter,allcopy(orletterinformation)shallbeinTimesNewRomanfontwithblock form, flush left. Typed copy on the letterhead shall be aligned with the blue circle symbol of the Miller logo at the top of the page. Paragraphs shall be depicted by a line space versus indentation.

am nihil esset innostra potestate sires ita se haberet.Nunc vero fatemur

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras in neque mattis urna ultricies venenatis in id tortor. Ut at pretium nisi. Aliquam in eros nibh. Duis vulputate tempor enim nec la-cinia. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc in iaculis odio. Proin sit amet rutrum elit. Donec vitae enim eros. In mattis tellus sit amet velit tempus in laoreet lectus hendrerit. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Etiam scelerisque venenatis convallis.

Donec vestibulum vulputate elit, a euismod massa gravida vel. Aliquam molestie iaculis rutrum. Sed at ligula tortor, ut eleifend augue. In eros tortor, luctus a rutrum nec, eleifend et urna. Ut ullamcorper ultricies mauris ac iaculis. Nulla non purus mauris. Donec consequat consectetur orci eget lobortis. Nunc fermentum feugiat ornare. Nullam non nisi felis, eget viverra augue. Duis quam arcu, fringilla at feugiat auctor, gravida sed sapien. Sed mollis, tellus eget iaculis fermentum, est erat eleifend risus, et scelerisque ante neque sed lacus. Vestibulum ut felis est. Nulla ut arcu nulla, et sagittis est.

Praesent orci orci, viverra sit amet tincidunt adipiscing, elementum ut eros. Fusce et risus in elit sodales iaculis sed et libero. Suspendisse potenti. Integer quis ipsum turpis, in ornare leo. Sed dig-nissim imperdiet sapien, eu vestibulum tellus tincidunt vel. Duis quis neque sit amet arcu eleifend vehicula malesuada lobortis justo. Aenean tempus neque eu erat vulputate feugiat. In hac habitasse platea dictumst. Donec ornare semper dictum. Mauris a augue ac mauris sodales congue. Quisque fermentum commodo fringilla. Aliquam erat volutpat.

am nihil esset innostra potestate sires ita se haberet.

in.

in.

in.

in.

in.

https://my.itwwelds.com/sites/Marketing/Lists/Links/AllItems.aspx

25


Envelopes •ToorderenvelopescontactDeb Schreiber.

Whentypingonanenvelope,themailingaddressinformationshallbeplaced3.75inchesfrom the left edge and 2 inches from the top. Use Times New Roman for the type font.

in.

in.

in.

in.

in.Miller Electric Mfg.Co.AnIllinoisToolWorksCompany

1635WestSpencerStreetP.O. Box 1079Appelton,WI54912-1079USA

NameCompany Name

Address or P.O. BoxCity,Statezip

Miller Electric Mfg.Co.AnIllinoisToolWorksCompany

1635WestSpencerStreetP.O. Box 1079Appelton,WI54912-1079USA

mailto:[email protected]?Subject=%E2%80%9DMiller%20Envelope%20Order%E2%80%9D

26

EditorialStyleGuidelines

The verbal identity of the Miller brand expresses in words how Miller empowers customers and other key audiences.

Our communications should be confident, yet simple and approachable.

Communicating empowerment starts with putting customers first — always. Instead of just talking about the products we make, copy should acknowledge the challenges that customers face — and show how Miller helps meet them.

The Miller tone of voice is:

ConfidentConfidence speaks to the leadership and experience of the Miller brand. Confidence also speaks to the trust that customers place with us. It’s important to convey our track record of success and innovation in headlines and copy.

SimpleCustomersknowtheycandependonMillerbecausewehelpmakethingssimpleforthem.Wecanreinforcethis with the language we use — representing highly technical or complex ideas in the clearest possible way.

ApproachableOur success comes from our close working relationship with customers, and our communications should reflect that. The tone should feel genuine, sincere, helpful, straightforward and pragmatic — never arrogant or boastful.

Tone of voice

Guidelines Referring to Miller simply as “blue” reinforces the brand’s unparalleled leadership position. Our goal is to associate the word “blue” with Miller and the values it represents. Also, make sure headlines and copy speak to the audience.

Correct toneYou can always depend on blue.Blue fits you like nothing else.Blue can lead you places you never expected.Blue helps you see the big picture.

Incorrect toneWe’retheexperts.Miller leads the way to product innovation.High performance starts here.

27


abbreviations and acronyms

•Avoidoveruseofabbreviations.

•Donotbeginasentencewithanabbreviation.

•Onthefirstoccurrencewithinapiece,spelloutthefullnamefollowedbytheabbreviation or acronym in parentheses. Use the abbreviation or acronym for all subsequent references: ground fault circuit interrupter (GFCI).

•Well-knownindustryterminologydoesnothavetobespelledoutonfirstreference.

•Whenmakinganacronymplural,donotuseanapostrophe.

ampersand (&)

•Do not use the ampersand unless:

- It is part of a proper name.

- Space is severely limited: Examples — posters and POP.

apostrophes

•Do not use an apostrophe to form the plural of years: 1960s.

•Douseanapostrophetoshowwherenumeralshavebeenomittedfromyears:’60s.

•Donotuseapostrophesinpluralabbreviationsoracronyms:ABCs.

-A-

A to Z usage guide

This style guide will help standardize the way we communicate, avoid confusion among our audience (and ourselves),andpresentaconsistent,professionalimage.Wherediscrepanciesexisted,wehavechosentheusage deemed to be most appropriate, correct, and in line with the goals of Miller.

Whenquestionsarise,thisstyleguideshallbeconsideredtheprimarysourceforanswers.Ifatopicisnotcovered here, refer to “The Associated Press Stylebook.” For questions regarding vocabulary or usage that arenotcoveredinthisstyleguideorthe“APStylebook,”thepreferredreferencesarethe“Merriam-WebsterDictionary”and“TheColumbiaGuidetoStandardEnglishUsage.”

This editorial guide draws from “The Associated Press Stylebook,” www.apstylebook.com, which is a standard for all communications. Company-specific and industry-specific entries are also included in the guide to give a comprehensive listing. Entries are set up alphabetically in a manner similar to a dictionary. Examples of incorrect and correct usage are set off by italics.

28


•Press releases and articles:

- Headlines:

■ Use Up Style capitalization

- Subheads:

■ Use down style capitalization

•Product names:

- Proper names (product and service names that receive a ® or a ™: Example — Arc Armor®):


- Because brand names are proper nouns, they should be capitalized. However, general product names should not be capitalized: Example — Arc Armor® safety glasses

•Welding processes: Examples — Stick, Plasma, Flux-Cored, Metal-Cored, etc.


■ Note: Use down style capitalization when these terms describe wire: Examples — flux-cored wire, metal-cored wire

•Table and chart labels:

■ Use Up Style capitalization: Example — net weight

commas

•Donotusetheserialcomma;appliestobothcreativeandPRcommunications: Miller welding processes include MIG, TIG, Stick and Plasma Cutting.

-C-

capitalization

•Catalogs and literature:

- Titles on front and back cover pages:

■ Use Up Style capitalization: Example — Aluminum Systems Guide

- Page headers:

■ Use Up Style capitalization: Example — Personal user

-Internalheadlines(afterthecoverpageinliteratureandcollateral;inWebcopy):

■ Use Up Style capitalization: Example — TIG Technology Innovations

Improve Performance

-Internalsubheads(afterthecoverpageinliteratureandcollateral;inWebcopy):

■ Use down style capitalization (only the first letter of the first word and any proper nouns are initial-capped): Example — Miller kicks off ArcStation™ contest

29


-E-

email

•Nohyphen.

•NotEmailore-mail.

e-commerce and other “e-” constructions

•Useahyphenafterthe“e.”

•NoteCommerceorecommerce.

•NoteNewsorenews.

•NoteNewsletterorenewsletter.

extranet

•Remembertoincludethe“s”intheURL:https://www.itwwelds.com

-D-

dashes

•Useemdashessurroundedbyspacestooffsetaphrase:Miller — your trusted welding partner — offers innovative solutions.

•Fornumberrangesinchartsorwhenspaceislimited,useendasheswithnospaces: 25–35 years

- In body copy, however, spell out “to” for ranges: 25 to 35 years

decimals vs. fractions

•Decimals: Use instead of fractions, unless the industry standard calls for fractions.

- For amounts less than one, precede the decimal with a zero: The price of

materials rose 0.6 percent.

•Fractions: Use when referencing filler metals and material thickness.

degrees vs. °

•Spelloutinbodycopy:The temperature reached 400 degrees Fahrenheit.

•Usetheabbreviationinheaders,bullets,tables,andcharts:400° F

dollars

•Usefiguresandthedollarsigninallexceptcasualreferencesoramountswithouta figure: The product cost $4. Dollars are flowing overseas.

•Foramountsofmorethan$1million,usethedollarsignandnumeralsuptotwo decimal places: It is worth $4.35 million.

30


-I-

inches vs. in. vs. "

•Spelloutinbodycopy.The wire is .03 inch in diameter.

•Usetheabbreviationinheaders,bullets,tables,andcharts:MAxAl .03 in. wire.

•Avoidusingthe"symbol.

Internet

•Initial-capInternet.

•Note:intranet does not receive an initial-cap.

ITW Welding

-F-

fractions vs. decimals

•Seedecimals vs. fractions.

-h-

hyphens

•Hyphenstiewordstogether;usethemtoavoidambiguityortoformasingleideafrom

two or more words: a one-way street.

Correct uses:

•ITWWelding

•ITWWeldingNorthAmerica

•ITWWeldingcompanies

•AnITWWeldingcompany

Incorrect uses:

•ITWweldingcompanies

•ITWWeldingCompanies

•ITWfamilyofcompanies

•ITWfamilyofweldingcompanies

•ITWWeldingfamilyofcompanies

31


-M-

measurements

•Spelloutmeasurementsincopy:

- inches

- square feet

- pounds

- number

- percent

- degrees Fahrenheit

•Hyphenatemeasurementswhenusedasacompoundmodifier:

- 5-inch x-clamps

- 1/4-inch fillet weld

•Usesymbolsandabbreviationsinbullets,tables,andcharts:

- in.

- sq. ft.

- lb.

- no.

- %

- ° F

•Whenpossible,spelloutthemeasurementlabelinthetableheader:

Dimensions (inches) Weight (pounds) Price (dollars)

Product 1 1Lx2Wx3Hx4D 5,000 100

Product 2 6Lx7Wx8Hx9D 10,000 200

Miller

•Thisisatrademarkwhenit’susedasanadjectiveandshouldincludetheregisteredtrademark: Miller® products

- Plural/possessive form is not recommended (i.e. Millers/Miller’s)

•Thisisnot a trademark when used to refer to the company, and should not include the registered trademark: Miller strives to...

- Plural/possessive form can be used (i.e. Miller’s)

•UseMiller or Miller Electric Mfg. Co. for creative.

•ForPR,useMiller Electric Mfg. Co. on first reference and Miller on subsequent references.

•Formorein-depthinformation,pleaseseeTrademarks and trade names.

32


more than

•Alwaysusetheterm“morethan”todescribeamounts,notthewordover:we have been

in business for more than 50 years.

multiprocess

•Oneword

-N-

numbers

•Spelloutwholenumbersbelow10:They have three products.

•Usefiguresfor10andabove:Our fleet includes 10 trucks and two vans.

•Spelloutfirstthroughninth.Usefiguresfor10thandaboveunless1stetc.ispartof a title: 1st Sgt.

•Alwaysspelloutanumeralatthebeginningofasentenceunlessitisacalendaryear.

•Usenumeralsforratiosandscores:a ratio of 2-1, a score of 4-3.

number vs. No. vs. #

•Usetheabbreviationinconjunctionwithafigureortoindicatepositionor

rank: no. 1

•Usethe#symbolinconjunctionwithstocknumbers:#123, 456

-O-

on-site vs. on site

•Hyphenateasanadjectivebeforeanoun:The on-site trailer.

•Nohyphenisneededotherwise:The trailer is on site.

-P-

page numbers

•Usepagenumbersforpiecesthatarelongerthanfourpages.

percent vs. %

•Spelloutinbodycopy.Usefiguresevenifnumbersarebelow10:The price of fuel

decreased 5 percent.

•Usethesymbolinheaders,bullets,tablesandcharts.Usefiguresevenifnumbers

are below 10: Experience a 5% decrease.

33


-S-

slashes

•Nospacesaroundslashes.

state names

•Spelloutthenamesofthe50U.S.stateswhentheystandaloneincopy.

•Abbreviatethenameswhenusedinconjunctionwithacity,town,village,ormilitarybase.

•Followingarethestateabbreviations.States that are not abbreviated are bolded.

phone numbers

•Fordomesticpieces,usehyphensasseparators:515-557-2000.

•Forinternationalpieces,use+1withspacesasseparators:+1 515 557 2000.

pounds vs. lb. vs. #

•Spelloutinbodycopy.Themachineweighs25pounds.

- Exception: Use “lb.” to describe wire: The 210 can run 2-lb. wire.

•Usetheabbreviationinbullets,tables,andcharts.25 lb.

•Avoidusingthe#symboltoindicateweight.

The Power of Blue®

•Asageneralrule,ThePowerofBlue®shallonlyappearwiththeMillerlogolockup.

•Whenappropriate,ThePowerofBlue®shallbeusedwithouttheMillerlogolockupin

POP, trade-show graphics, banners, and other non-traditional pieces.

•It’snotrecommendedtouseThePowerofBlue®inbodycopy.

-q-

quotations

•Alldirectquotationsrequireattribution.

•Periodsandcommasgowithinquotationmarks.

•Avoidtheuseofpartialquotations.

•Donotuseacommabeforetheuseofpartialorindirectquotations.

•Donotusequotationmarksinparaphrasedquotations.

Ala. Colo. hawaii Kan. Mass Mont. N.M. Okla. S.D. Va.

Alaska Conn. Idaho Ky. Mich. Neb. N.Y. Ore. Tenn. Wash.

Ariz. Del. Ill. La. Minn. Nev. N.C. Pa. Texas W.Va.

Ark. Fla. Ind. Maine Miss. N.H. N.D. R.I. Utah Wis.

Calif. Ga. Iowa Md. Mo. N.j. Ohio S.C. Vt. Wyo.

34


-T-

titles

•Initial-capformaltitleswhenusedbefore a name: Chief Executive Officer joe Smith

issued a statement.

- However, lowercase titles in constructions that set them off from a name by

commas: The chief executive officer, joe Smith, issued a statement.

•Lowercaseformaltitleswhenusedafter a name: joe Smith, chief executive officer,

issued a statement.

•Lowercaseandspellouttitleswhentheyarenotusedwithanindividual'sname:

The chief executive officer issued a statement.

trademarks

•SeeguidelinesforusingMillerasatrademark versus trade name.

•Usetheproducttrademarkonthefirstandallprominentoccurrencesoneachpagespread.

•Includethetrademarkinheaders,evenifit’salreadybeenused.

•GototheSharepointlinkforthemostcurrentlistoftrademarks.

https://my.itwwelds.com/SiteDirectory/TechPub/Registered%20Trademarks/Forms/AllItems.aspx

-U-

URL

•MillerWelds.com

•Donotinitial-capuniqueURLs:Millerwelds.com/tools.

-W-

Web

•ShortforWorldWideWeb;initial-cap.

website

•Oneword;notinitial-capped.

https://my.itwwelds.com/SiteDirectory/TechPub/Registered%20Trademarks/Forms/AllItems.aspx

35


Trademarks and trade names

Trademark

A trademark is any word, name, symbol or device used to identify and distinguish goods or services of onecompany from those of others. In short, a trademark is a company brand name, not a product or service itself.

•Atrademarkisaproperadjective(itshouldneverbeusedasanounorverb).

•Atrademarkshouldnotbeusedasapossessiveorasaplural.

Correct use:

•BigBlue®weldingpowersourcemakeswelding...

•Miller®weldingpowersourcesmakewelding…

Incorrect use:

•BigBlue®makeswelding…(itisusedasanoun)

•BigBluesprovidegreat…(itisusedasapluralnoun)

Trade name

Also known as an assumed name or corporate name, it is the name that identifies the business itself.

•Atradenameisapropernoun(itisnotanadjective).

•Atradenamecan be used as a possessive.

Correct use:

•Millergivesyoumanypowersourceoptions.

is the same as saying:

Miller Electric Mfg. Co. gives you many power source options.

•Miller makes the most reliable machines in the industry.


Miller Electric Mfg. Co. builds the most reliable machines in the industry.

Whereasatradenameidentifiesthebusinessitself,trademarksidentifygoodsorservices.A trade name can

also serve as a trademark if it meets the requirements of a trademark.

Examples:

•Miller’sglobalreach…sincethisisusedasatradename[noun];OKtousepossessivestate

•MillerMIGwelders…sincethisisusedasatrademark[adjective];possessiveisnotappropriate

(i.e.Miller’sMIGwelderswouldnotbethebestuseforthebrand)

Other examples (non-Miller specific):

•MicrosoftOffice.Theydon’tsayMicrosoft’sOffice.

•FordF-150.Theydon’tsayFord’sF-150.

36


Trademarks and trade names (continued)

Miller name usage

The word “Miller” may be used as a noun only when it refers to the Miller Electric Mfg. Co. to identify the

business itself.

Guidelines •Millerisatrademark when it’s used as an adjective: Miller® products

- Registered trademark is appropriate

- Plural/possessive form is not recommended (i.e. Millers/Miller’s)

- Whenusedintext,theregisteredtrademarkshallbesetinsuperscriptfont.

•Millerisatrade name when used to refer to the company: Miller has announced

- Registered trademark is not appropriate

- Plural/possessive form can be used (i.e. Miller’s)

- In headlines use Miller. In body copy, use Miller Electric Mfg. Co. on the first referenceandMilleronsubsequentreferences.Whenspellingoutthecompany name in headlines or body copy, always use upper and lower case letters.

•NeveruseMillerinallcaps(i.e.MILLER)

•Atrademark statement shall be included in all print communications, except for print ads.

•Trademarkstatementsshallbelocatedwiththecopyrightline.

•TrademarkstatementsfontshallbetypesetinITCFranklinGothicStdDemi,6-point.

Examples:

•Millergivesyoumanypowersourceoptions.


Miller Electric Mfg. Co. gives you many power source options.

•Miller makes the most reliable machines in the industry.


Miller Electric Mfg. Co. builds the most reliable machines in the industry.

Examples:

•MillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

•Hobart and the Hobart logo are registered trademarks of Hobart Brothers, Inc.

37


Copyrights

•Acopyright line shall be included in all print communications, except for print ads.

•Thecopyrightlineshallbelocatedwiththetrademarkstatement.

•ThecopyrightlinefontshallbetypesetinITCFranklinGothicStdDemi,6-point.

Example:

© 2012 Miller Electric Mfg. Co.

38

MarketingVisualStyleGuidelines

Industrial product/system brochure template — front cover

Guidelines • 2/3–3/4ofthepageshallbealargeimagereflectingtheapplicationor

industry use of the product — not an actual product.

• 1/4–1/3ofthepageshallbeabluebarcontainingtheproductnameandpossibly a product image.

• HeadlinefontshallbetypesetinITCFranklinGothicStdDemi,31-point.

• Whileyoushalladheretothetemplate,somevariationsaretolerateddepending on the application, market or objectives of the piece.

• PleaserefertotheEditorial Style Guidelines for capitalization, punctuation, and grammar parameters.

Brochure front cover

3/4 of the page should be a large image

1/4 of the page should be a solid blue bar

Headline font:ITC Franklin Gothic Std DemiFont size is 31-pt.

White stroke weight 5-pt.

3/4

1/4

39


Industrial product/system brochure template — interior

Brochure interior pages

Body font:ITC Franklin Gothic Std Medium Font size is 10-pt.

Subhead font:ITC Franklin Gothic Std Medium Font size is 22-pt.

Page numbers:ITC Franklin Gothic Std Medium Font size is 9-pt.

Blue bar height:single line is 0.4 in.double line is 0.8 in.

Blue bar length is flexible (open for design)

Guidelines• Thebackgroundcolorshallbewhite,grayorblue,dependingondesign.

• Blueheaderbarsshallbe0.4in.highforasinglelineand0.8in.highforadoubleline. The length shall be flexible, depending on design.

• Anybrochurelongerthanfourpagesshallincludepagenumbers.

• HeaderfontshallbeITCFranklinGothicStdMedium,22-point.

• BodycopyfontshallbeITCFranklinGothicStdMedium,10-point.

• PagenumberfontshallbeITCFranklinGothicStdMedium,9-point.

40


Industrial product/system brochure template — back cover

MillerWelds.com The Power of Blue®

#250950©2011MillerElectricMfg.Co.

Guidelines• Wheneverpossible,showarowofimagesthatarerelatedtotheapplicationandprocess;

images with people are strongly recommended. Row height shall be 2 in..

• Millerlogoandtaglinelockup,aswellastheuniqueURLandsocialmediaicons,shallbeincluded.qRcodesareoptional.

• HeadlinefontshallbeITCFranklinGothicStdDemi,35-point.

• BodycopyfontshallbeITCFranklinGothicStdMedium,12.5-point.

• Trademarkstatements,literaturenumberandcopyrightinformationshallappearundertheURLusingITCFranklinGothicStdDemi,6-point.

Brochure back cover

Logo and tagline lockup:as previously indicated

Row of images:Height is 2 in.Length is flexible (open for design)


Body font:ITC Franklin Gothic Std Medium Font size is 12.5-pt.

URL and icons:as previously indicatedTrademark statements literature number and copyright information: ITC Franklin Gothic Std Demi. Font size is 6-pt.


41


Industrial segment brochure template — front cover

ShipbuildingITW Welding

W E L D I N G S O L U T I O N S

Guidelines• ForabrochurethatfeaturesotherITWWeldingcompanies,onlyMillerandHobartBrothersfull

color logos shall be used on the front cover.

•SeeITW Welding logos for logo size and placement of the Miller and Hobart Brothers logos.

• TheMillerlogoshallbe2in.wideandplaced0.75in.fromthetopofthepageand0.75in.fromthe left of the page.

• TheHobartBrotherslogoshallbe2in.wideandplaced0.75in.fromthetopofthepageand0.75 in. right of the Miller logo.

• BothlogosshallappearundertheITWWeldingheader.



• “ITWWelding”textdescriptormustextendfromtheleftedgeofthebluecirclesymboltotherightedge of the Hobart Brothers logo.

• Afullpageimagereflectingtheapplicationorindustryuseoftheproduct—notanactualproductimage — shall be used.

• A0.75in.graymetallicbarcontainingthewordsWELDINGSOLUTIONSwilloverlaythefullpageimageatthebottom.ThefontshallbeITCFranklinGothicStdDemi(allcaps),20-point.

• Thesegmentnameshallrunverticallyalongtherightmargin,usingITCFranklinGothicStdDemifont, 95-point.


0.75 in. metallic barITC Franklin Gothic Std Demi in capsFont size is 20-pt.

Rest of cover should be large industry image

42


Industrial segment brochure template — introduction

Guidelines• TheinsidespreadshallcontainanareathatdescribestherelationshipbetweenalltheITW

Weldingcompaniesrepresentedinthebrochure.

• Messagingshallbeplacedundertheheader“Countlesscapabilities.Trustedadvice.Integratedsolutions.”

• Verbiageshallbesimilarintonetoestablishedmessaging,butithassomeflexibilitytospeakto the specific market the brochure is intended for.

• BrandsfeaturedinthebrochureshallhavetheirlogosplacedundertheITWWeldingheader.Logosshallbeshownasfollows:Miller,HobartBrothers,followedbytheotherbrandsinalphabetical order.

• “ITWWelding”textdescriptorshallextendfromtheleftedgeofthebluecirclesymboltotheright edge of a space equivalent to the “M” from the Miller logo. Font shall be ITC Franklin GothicStdMedium,10.5-point.


• Alllogosshouldbeequivalentinsize.

• Full-colorlogosshouldalwaysbeused.

Countless capabilities. Trusted advice. Integrated solutions.Shipbuilders place their trust in the

ITW Welding companies for reliable

solutions that produce higher-quality

welds and improve productivity.

Miller, Hobart Brothers, Bernard

and Weldcraft all work together to

create a comprehensive welding

solution. Premium MAXAL® filler

metal completes our total aluminum

welding offering. Whatever your

welding needs in shipbuilding,

look to ITW Welding companies.

Together, we’ll develop world-class,

integrated solutions to help you

achieve your goals.

outstanding supportOur unrivaled customer service enables us to support you in your shipbuilding goals.

Safety Our products help you create a safe work environment, from personal protective equipment to weld fume extraction.

Total welding solutionWith our power sources, filler metals, guns and fume extraction products working together through innovative technology, the result is a total welding solution from a single source you can rely on.

3

ITW Welding ITC Franklin Gothic Std Font size is 10.5-pt.

Full color logos shall be equivalent in size

43


Industrial segment brochure template — inside spread

Guidelines• Thebackgroundshallbegray.

• Eachsectionshallbeginwith1/3–1/2pageapplicationimagerelevanttothesectioncontent.

• Graymetallicheaderbarsshallbe0.38in.highforasinglelineand0.8in.highforadoubleline and include white arrow detail. Header bars will extend the entire width of the page.

• Anybrochurelongerthanfourpagesshallincludepagenumbers.

• Thepagespreadshallincludeavertical0.75in.graymetallicbaronthefarrightcontainingthebrochuresectionheader.FontshallbeITCFranklinGothicStd,22-point.

• SectionheaderfontshallbeITCFranklinGothicStdDemi,48-point.

• BodycopyfontshallbeITCFranklinGothicStdMedium,10-point.

• PagenumberfontshallbeITCFranklinGothicStdDemi,7-point.

Header font:ITC Franklin Gothic Std DemiFont size is 48-pt.

Gray background

ITC Franklin Gothic Std Demi Font size is 7-pt.

Gray bar height:Single line is 0.38 in.Double lines is 0.8 in.

ITC Franklin Gothic Std MediumFont size is 10-pt.

44


Industrial segment brochure template — back cover

Guidelines•Wheneverpossible,includealargefullcolorimageonthetop1/3–1/2pagedepictingsegment.

•Bodycopyshallappearontheleft2/3ofthepageandisleftjustified.

•Contactinformationandlogosshallappearontheright1/3ofthepageandisleftjustified.

• ForabrochurethatfeaturesotherITWWeldingcompanies,onlyMillerandHobartBrotherslogosshall be used on the back cover.

•SeeITW Welding logos for logo size and placement of the Miller and Hobart Brothers logos.

• BoththeMillerandHobartBrotherslogosshallbe2in.wideeach,andplaced1in.fromthebottomof the page and 0.75 in. from the right of the page.

• BothlogosshallappearundertheITWWeldingheader.“ITWWelding”textdescriptorshallextendfrom the left edge of the blue circle symbol to the right edge of the Hobart Brothers logo.


• URLsforMillerandHobartBrothersshallappearleftjustifiedundereachlogo—nootherURLsshallbeused.URLfontshallbeITCFranklinGothicStdDemi,15-point.


• SocialmediaiconsshallnotbeusedforbrochureswithmultipleITWWeldingcompanies.

• Ifnocontactinformationisused,copyshallappearontheleft3/4ofthepageandbeleftjustified.Logoinformationshallbeplaceddirectlybelowthebodycopy.

• A0.75in.graymetallicbarshouldbeatthebottomofthepageandincludecopyrightinformationandliteraturenumbershallbeITCFranklinGothicStdBook,7-pointandplaced0.5in.fromthebottom of the page and 1 in. from the left of the page.

0.75 in. metallic bar

Only Miller and Hobart Brothers logos shall be used on the back cover

1/2

1/2 of the page should be a large image

Body copy justified to left 2/3 of page

Countless capabilities. Trusted advice. Integrated solutions.Meet the challenges of welding quality and

productivity in shipbuilding with the right partners

—theITWWeldingcompanies.Miller,Hobart

Brothers,BernardandWeldcraftworktogetherto

create a comprehensive welding solution for your

uniqueapplications.ITWWeldingwillbringcountless

capabilities, trusted advice and integrated solutions

to help you achieve your shipyard goals.

For all your shipbuilding welding solution needs contact:

Clay ByronGulfCoast,[email protected] 251-802-3265

Mike NovakEast/WestCoast,Canada [email protected] 757-646-7981

MillerWelds.com hobartBrothers.com

ITW Welding

#258096©2012MillerElectricMfg.Co.MillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

Trademark statements literature number and copyright information: ITC Franklin Gothic Std Demi. Font size is 6-pt.

45


Ad layout guidelines

Guidelines• Thecolorblueshallbeliberallyincorporatedintothedesign

• DesignandcopyshallfollowMillerbrandpositioningandmessaging.SeetheMiller Brand Position section for additional information.

• TheuniqueURLorsocialmediaiconsshallbeincluded.SeetheURL and social media icons in print format section for additional guidelines

• qRcodesare optional. See the Mobile tags usage section for additional guidelines.

• Pleasereferto the Corporate type fonts section for font parameters.

• PleaserefertotheEditorial Style Guidelines for capitalization, punctuation and grammar parameters.

• Thefootershallbeconsistentwithoneofthefourversionsshownabove.

- The Miller logo and tagline lockup shall appear in the bottom right or left corner.

-TheURLandtrademarkstatementshallappearoppositetheMillerlogoandtaglinelockup.

- The footer elements shall be full-color on light backgrounds and reversed out on dark backgrounds.

Miller lockup appears in the bottom corner.

Use full-color footer elements on light backgrounds.

The Power of Blue®MillerWelds.com/specific_urlMillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

The Power of Blue® MillerWelds.com/specific_urlMillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

The Power of Blue® MillerWelds.com/specific_urlMillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

The Power of Blue®MillerWelds.com/specific_urlMillerandtheMillerlogoareregisteredtrademarksofIllinoisToolWorks,Inc.

Use reversed-out footer elements on dark backgrounds.

URL and trademark statement appear opposite the Miller lockup.

46

Guidelines • TheURLfontshallbeITCFranklinGothicStdDemi,15-point.

• TheURLshallbeblackorreversedout.

• TheURLshallappearoppositetheMillerlogolockuptoachievevisualbalance.Onbrochuresandspecsheets,thelogoshallbeinthebottomrightcorner,andtheURLshallbeinthebottomleftcorner.

• URLsshallbeusedonthebackcoverorasafooterontheinteriorpagesofalargebrochure.URLsshallnot appear on the front of a piece.

• Formaterialsspecifictoaproductorproductline,auniqueURLshallbeused,ifapplicable.TheuniqueURLshouldincludeoneortwowordsthatrepresenttheproductorcampaignandareeasytoremember;all lower case letters.


• ThesocialmediaiconsshallnotbeusedinconjunctionwithauniqueURL.

• Whenused,thesocialmediaiconsshallbe25%biggerthantheheightofthe“M”inMillerWelds.com.

• ThespacebetweentheURLandthesocialmediaiconsshallbeequaltothewidthoftwo“M”spacesinMillerWelds.com.

• TheURLandsocialmediaiconsshallbeusedinconjunctionwiththeMillerlogoandtaglinelockup.

• TheURLandsocialmediaiconsshallappearoppositetheMillerlogoandtaglinelockuponthepage,aligned with the bottom of The Power of Blue® and 0.5 in. from the bottom of the page.


URL and social media icons in print format

The Power of Blue®


Trademark statements literature number and copyright information: ITC Franklin Gothic Std Demi. Font size is 6-pt.

0.5" from bottom, aligned with bottom of The Power of Blue


47


Getthefreemobileapp at http://gettag.mobi


100% size; verbiage must accompany Mobile tags

Required white space around mobile Tags

Scan this tag to see a complete list of new products.

ITC Franklin Gothic Std Book Font size is 7-pt.

Space is same height as “M”


Brochure (interior page) Ad

Right-justified applications

Interior page use

Print guidelines (source: Microsoft website*)

• TheTaganditssurroundingwhitespaceshall be printed or displayed exactly as rendered by the Tag system.

• ThewhitespacesurroundingtheTagimageshall be equal in width to the height of the black bar at the bottom of the Tag. This space shall not be obscured or encroached upon or the Tag may not be readable.

• Normalfive-lineTagsshallbeprintedordisplayed at a size of at least 0.75 x 0.75 in. relative to the user. Black and white Tags shall be printed or displayed at a size of at least 0.875 x 0.875 in. relative to the user. These minimum size requirements include the white space around the Tag.

General guidelines • Mobiletagsarenotrequiredoreven

recommended in every piece. They shall be used only when appropriate.

• “Getthefreemobileappathttp://gettag.mobi”text shall be included below every mobile Tag.

• ThemobileTagshallbeleft-alignedwiththe“M”inMillerWelds.comorright-alignedwiththelastsocial media icon.

• ThemobileTagshallbeplacedadistanceequivalent to the height of the “M” in MillerWelds.comabovetheURL.

*http://tag.microsoft.com/resources/implementationguide.aspx#printguidelines

Scan this tag to see a complete list of new products.


Scan this tag to see a complete list

of new products.

MillerWelds.com

Mobile Tag usage


48

WebDesignStyleGuidelines

MillerWelds.comisthecenterofouronlinepresence,soallproductandpromotionalinformationshallbehousedundertheMillerWelds.comdomainname.WebpagesforspecificpromotionalcampaignscanbeidentifiedbyappendingtheURLappropriately(ex:MillerWelds.com/hero).

The following guidelines are designed to create a consistent user experience for Miller customers. The guidelinesapplytoallpageswithinMillerWelds.com,includinglandingpages,productpages,industrypages, etc. Please note these guidelines do not mean we are changing pages that already exist, but that we areimplementingbestpracticeseffectivejuly2012.

Developing unique micro-sites, landing pages or other online marketing destinations outside of MillerWelds.comrequirespriorapprovalfromtheCorporateMarketingDepartment;pleasecontactWeb Manager for more information.

Guidelines •UsetheexistingMillerWelds.comheaderwithactivelinks,asshownhere.

Guidelines for adding pages to MillerWelds.com site

MillerWelds.com web page header

mailto:[email protected]?Subject=%E2%80%9DMiller%20Brand%20Identity%20Guidelines%20Question%E2%80%9D%20

49


MillerWelds.com web page body

Guidelines •Forthebackground,usealightcolor,suchaswhiteorlightgray(lightgray—HExC8C8C8)

•Includeatleastone“anchor”image,whichshallbetopleftjustified.

•Basedonorganizationandcontent,usea2-to3-columndesignformat.

•UseArialsanseriffontforcopy:

- 18-point Arial Bold for headlines

- 14-point Arial Bold for subheads

- 12-point Arial for body copy

•Usebuttonsascalls-to-actionlinkingtootherpages:

- Buttons shall be rectangular with rounded corners (as shown above).

- Use 11 point Arial Bold font for text.

- Buttons shall be 20 pixels tall and at least 44 pixels wide.

- Use a gradient going from light gold on top to dark gold on the bottom

(lightgold—HExF7CC66anddarkgold—HExDE8E12).

- Place a 1-pixel light gold border around the button (light gold — F7CC66).

50


MillerWelds.com web page body

Guidelines • Ifadditionalnavigationisrequired,usetabbedsub-navigation(asshownonpreviouspage)orleft

sub-navigation (as show above). If using tabbed sub-navigation option, tabs should be kept above the fold.

• Leftsub-navigation(asshownabove):

- Use Arial san serif font for navigation topics.

- Indent to convey hierarchy of topics.

- Highlight the topic that the user is currently on.

51


MillerWelds.com web page footer

Guidelines •UsetheexistingMillerWelds.comfooterwithactivelinks,asshownhere.

SomemarketinginitiativesmayrequiredeviationfromMillerWelds.com.Forexample,aretailtransactionsite,suchasStore.MillerWelds.com,servesadifferentpurposethanasitethatmerelyprovidesproductinformation.Acustomerexperiencesite,likeOwners.MillerWelds.com,isdesigned to create a unique and personalized experience intended specifically for Miller commercial equipment owners. By focusing on individual users and their welding equipment, we’re providing an “exclusive” experience for commercial product owners. Other initiatives, including co-branded websites, may require deviation to ensure that participating brands receive equal recognition and messaging.

In these examples, the site design and content volume are not as complex or broad as traditional MillerWelds.compages.Somedesignparametersstillremain,evenforsitesthatwarrantdeviation.The following guidelines shall help maintain Miller brand standards and provide users with consistencyacrossallMillerURLs.Pleasenotethatwearenotchangingsitesthatalreadyexist,but we are implementing best practices from this point forward.

MarketinginitiativesthatrequiredeviationfromMillerWelds.comarehandledonacase-by-casebasis. Approval from the Corporate Marketing Department shall be obtained before development begins. Please contact Web Manager for more information.

Guidelines for sites that deviate from MillerWelds.com site

•AdirectoryofMillerWelds.comshallbeusedforconsistencyandsearchenginebenefits.

(i.e.MillerWelds.com/campaign)

•Asubdomainshallbeconsideredintheeventofcodinglimitations.(i.e.store.MillerWelds.com)

•Uniquedomainsshallnotbeused.

Domain Guidelines


52


Other sites web page header

Guidelines •Sizetheheaderat126pixelstalland960pixelswide,centerjustified.

•Forthebackground,useagradientgoingfromgrayattoptowhiteatbottom. (gray—HExC8C8C8).

•PositiontheMillerlogoontheleftsideoftheheader:

- Safe area = 1,004 pixels × 580 pixels.

-Alwaysusethefullcolorversion(fullcolorMillerlogoHEx0079C2—andblack)

- The area of isolation shall equal the “M” space in the logo.

- Do not modify the Miller logo in any way.

•Positionthesub-domaintextdescriptor(ifnecessary)inthecenteroftheheader:

- Use 9-point Arial Bold font.

- No other logos shall be included.

•Placethefollowingintheupperrightcorner:

- Site search — search box shall be at least 27 characters wide.

-Login/Logoutlink(ifapplicable).

•Sitebackroundcolorshallbegrayorwhite.

960 px width

Web page body

Web page header

Web page footer

53


Other sites web page body (refer to image on pervious page)

Guidelines •Sizethebodyat960pixelswide.

•Forthebackground,usewhiteorlightgray(lightgray—HExHExC8C8C8).

•UseMillerblueasasecondarycolortohighlightinformationthatneedstobemoreprominent

(Miller blue — HEx0079C2).

•Placeimportantinformation“abovethefold”:

- Safe area = 1,004 pixels × 580 pixels.

-Leadusersdownthepagesotheyknowtoscroll,suchasplacingthefoldinthemiddleof a graphic element or text box.

- Avoid using a line break at or near the fold.

- Test the fold of critical web pages at foldtester.com.

•Includeatleastone“anchor”image,whichshallbetopleftjustified.

•Basedonorganizationandcontent,usea2-to3-columndesignformat.

•Pagetitlesandmenutitlesshallbedefinedwhenanewpageisproposed.

•Breadcrumbsarerecommendedtoinformusersofwheretheyareonthesite.

•Linelengthshallbe45-85characters.

•Useleftandrightmarginsandwhitespacebetweenparagraphstoincreasereadability.

•UseArialsanseriffontforcopy:

- 24-point Arial Bold font for headlines

- 14-point Arial Bold font for subheads

- 12-point Arial font for body copy

•Useclearlabelsandprominentnavigationoptionssousersbrowseratherthansearch.

•Ifadditionalnavigationisrequired,usetabbedsub-navigation.

•Usebuttonsascalls-to-actionlinkingtootherpages:

- Buttons shall be rectangular with rounded corners.

- Use 11-point Arial Bold font for text.

- Buttons shall be 20 pixels tall and at least 44 pixels wide.

-Useagradientgoingfromlightgoldontoptodarkgoldonthebottom(lightgold—HExF7CC66 anddarkgold—HExDE8E12).

•AllhyperlinksshallbedarkbluetovisuallymatchMillerblue,andunderlined(darkblue—HEx0F55AR):

- External links shall open in a new window.

http://www.foldtester.com/

54


Other sites web page footer (refer to image on previous pages)

Guidelines •Sizethefooterat960pixelswide.

•Useeitherwhiteorgrayforthebackground(gray—HExC8C8C8).

•Includesocialmediaiconsintheupperrightcorner:

- Icons shall appear in this order: Facebook, Twitter, YouTube, RSS.

- Icons shall be 29 pixels tall and 26 pixels wide.

- Space separating the icons shall be 5 pixels wide.

- The area of isolation around the icons shall equal the size of an icon.

•Use12-pointArialfontfortext:

- External links shall open in a new window.

•Centerthenavigationtowardsthebottomofthefooter,andincludethefollowing:

- Home

-MillerWelds.com

- Contact Us

-Login/Logout(ifapplicable)

- Privacy Policy

- Terms of Use

•Placethefollowingattheverybottom:©2012MillerElectricMfgCo.AllRightsReserved.

- 5-point Arial font.

Other considerations

Guidelines • PDFlinksshallopenanewwindow.Externallinksshallnotgenerallybeused,astheydrive

visitors away from our site.

• Programandtesttobrowserversionsdriving10+percenttraffictoMillerWelds.com.

• CorporateMarketingshallbeconsultedforanynecessarylegalreviews.Allpracticesshallmeet current Terms of Use and Privacy Policy. Developing a calculator or capturing personal information shall require a review.

• Mediaassets,suchasdevelopmentofvideoorimages,shallfollowestablishedguidelines.

• Existingcontentpublishingandadministrativetools,suchasArticleBuilder,Flickr,YouTube,etc., shall be used to minimize maintenance efforts.

• Flashisnotrecommendedforwebsitesthatmaybeviewedonmobiledevicesasitwillnotfunction correctly on IOS devices.

• InteractivejavaScript,CSS3,andHTML5arepreferredmethodofcreatingdynamiccontent.

• Videocontentshallopeninalightboxratherthanforwardingtohostedsite(i.e.YouTube)

• Thumbnailimagesshallopeninalightbox;galleriesofimagesshallbegrouped,allowingfornavigation through multiple images in the lightbox.

• Forpublicsites,metatagsandkeywordsshallbedefinedwhencopyiswritten.

55


On occasion, special forms may need to be developed for online initiatives. These forms shall be used for contest entries,productinquiriesorotherleadgenerationtactics.Whendevelopingforms,thefollowingbasiccriteriashallbe implemented. Remember any time customer information is collected, it needs to adhere to our Privacy Policy. Always use Miller standards for field labels and data types. Please consult with Corporate Marketing to identify if thedatashouldbeconnectedto,orloadedinto,theITWWeldingCRM.

Web form components

Guidelines •Labels tell users what the corresponding input fields mean:

- Form input labels shall be above the input fields they describe, unless user attention is priority then left labels are recommended.

•Input fields enable users to provide feedback:

- Fields and parameters should follow standard naming conventions.

- They include text fields, password fields, check boxes, radio buttons, sliders and more.

- Appropriate input field types shall be used: •Singlelinetextinput—shorttextinput •Multilinetextinput—longtext •Richtextinput—longtextwithformatting •Singlecheckbox—true/false •Checkboxlist—multipleoptions(manyselectable) •Radiobuttons—fewoptions(oneselectable) •Dropdownselection—multipleoptions(oneselectable),numericallimitedinput

- Fields shall follow logical order if possible (i.e. Name, Address, Contact Information, etc.).

-Likefieldsshallbegroupedintosections.

- Restrict input when possible to prevent user error; if it is not clear that input is restricted, provide user notification of invalid input.

•help provides assistance on how to fill out the form:

- How to fill out a form, not the form purpose, shall be self explanatory; if instruction is needed there maybe a usability issue.

- If instructions are necessary, they shall be kept to 100 characters to promote readability.

- Specific input field instructions shall be indicated by an icon (i.e. information icon).

- Specific input field instructions shall be user triggered (i.e. click on icon).

•Messages give feedback to the user based on their input:

- Messages can be positive (“The form was submitted successfully”) or negative (“The user name you have selected is already taken”).

- Error messages shall be limited to when the form can not proceed or data validation fails.

-Warningmessageshallbeusedtoinformtheusertheyattemptedaninvalidaction.

- Messages shall always clearly state how the user can correct the error (i.e. “Please enter the date in this format: mm-dd-yyyy” rather than “Date is invalid”).

- Success message shall be used to inform the user they have reached a milestone in multi-part forms or completed an action successfully.

- Specific input field messages shall be located near the label and/or input they describe.

56


Web form components (continued)

Guidelines •Validation ensures that the data submitted by the user conforms to acceptable parameters:

- Validation shall be limited to primary data or what is deemed critical for capture.

- Use default input data where it makes sense.

•Layout shall be simple to avoid distracting users:

- One column is highly recommended as more columns will decrease user success rate. If a second column is required, tab order shall go down rather than across.

57

Photos and Videos

PhotographyPhotography shallaccuratelyportrayweldingwithinOSHA(safety)Guidelines.

Contact the Corporate Marketing Department for more information.

Product photography shall be:• Clean,andbrightlylit

• Crispandsharp

• Accurateinreproducingproduct“Blue”

• Shotwithsoftshadowsonproductandfloor

• Shotatanappropriateangle,showingbothdesignandtechnicalfeatures

• Reproducibleonawhitebackground

Application and location photography shall use:• Acombinationofuniqueangles,cropsandframingtoaddtodistinctivevisualstyle

• High-contrastphotographythatbringsoutshadowsandtexturesforvisualinterest

• Creative,dynamicimagesthathaveastrongassociationwiththecolorblue;examplesincludethe wide open possibilities of a blue sky or the detailed planning behind a technical blueprint

• Realisticenvironmentsandprops

• Naturalandengagingscenarios:asthoughshotinareallifesituation,beittheworkingenvironment of a factory or in the field; at no point should unnatural, stiff or staged images be used

• Positive,interactiveandengagingmodels(whenneeded)withtechnicallyaccurateandspontaneous actions and expressions

• Abalancedrepresentationofrace,gendersandagegroups

• Dramaticlightingandvividcolor;nobleakordarktones

• Optimisticundertonethatconveysempowerment

Legal forms of photographyThese forms shall be used for every photography project. Please save scanned electronic documents in the Photo-Video Product Release Document Library in observance of the ITW Retention Guidelines.

• Talent Release — To be used for both Miller employees and the public.

• Location Release — Permission to use property outside of Miller grounds. Please consider city ordinances/permissions if shooting photography on public property.

• Copyright Agreement for Photographers — To grant Miller the ownership rights of the photos produced.

https://my.itwwelds.com/sites/Marketing/Video%20Guidelines%20and%20Documents/Video%20Guidelines,%20Forms%20and%20Tips.aspx




https://my.itwwelds.com/sites/Marketing/Helpful%20Documents/VideoReleaseRetention.PDF

58

Photos and Videos

Equipment/product imageryNew product photography shall be consistent with existing photography in order to maintain the Miller brand. A direct image of the front control panel, as well as a 3/4-right photo shall be taken of each product so that it may be used in the catalog and spec sheets. Please make sure that the angle and size are consistent with other photos for the product line. Photos shall be outlined, color-corrected, and retouched to eliminate any reflections. Adropshadowshallbeaddedandaclippingpathfortheproductshallremainembeddedintheimage.jPEGsshallbesavedwiththeAdobeRGBprofile,andimagesshallbeusedasCMYKEPSorPSDfiles.

59

Photos and Videos

Arc Armor®product imagery

Consistent product photography is a key element to enhance the Arc Armor brand.Product photography should have a drop shadow, be shot three dimensionally andat 360 degrees.

60

Guidelines Photography to be loaded to the Image SourceGenerally,theimagesweuseinourmarketingpiecesoriginatefromtheMillerimagesite.

• Ifanimage has ONLY been color-corrected with no other image modifications, replace the image on the image site.

• Ifanimage has been modified (i.e. new gloves, product substitution, and background changes) then a second version of that image shall be uploaded. The file name of the second image shall match the original, as well as denote an alternate version number, with the description of the image detailing the changesfromtheoriginalphoto.(i.e.MIGshot_V2)

• Ifanimage has been clipped from its background, then load the clipped image back to the image site WITHOUTreplacingtheoriginalanddenotinginthedescriptionandfilenamethatitisclipped,i.e.MIGshot_COBorMIGshot_clipped.

• Descriptionsforimagesthatwereinitiallydownloadedfromtheimagesiteshallbecopiedandpastedinto the new photo description, with the addition of any modifications made. If an image was not initially pulled from the image site, then the employee responsible for that market or business unit shall write the description.

Photography not to be loaded to the Image SourceThere are a few instances in which we would not recommend loading final photography to the image site.

• Do not load stock photography, even when it is integrated into an existing Miller photo. Miller does not own the rights to stock photos and it could be a copyright infringement.

• Do not load image collages (i.e. the aluminum brochure). If an image collage is needed, contact the Corporate Marketing Department or your marketing coordinator for assistance.

Photos and Videos

The Miller image site: Image SourceStrongimagesplayavitalroleinhelpingusconnectwithallofouraudiences.Werespondtovisualsona more emotionallevel.Workinginconcertwiththerightmessaging,theresultiscommunicationthatcombinesimpactwith relevance. The Miller brand platform uses primary images that have a strong association with the color blue — and that carry positive connotations for the Miller brand. Examples include the wide-open possibilities of a blue sky or the detailed planning behind a technical blueprint. Creative, dynamic images lead to a creative, dynamic brand.

Our ultimate goal is to own the color blue in the market — and to make it mean something. High-contrast photography reinforces this point, while bringing out shadows and textures for visual interest. Unexpected framing adds to the distinctive visual style.

Miller provides hundreds of images including equipment glamour shots, case study visits and other application images to present the Miller product in the best way. If you’d like to highlight a specific product, application or promotion, visit the Image Source for high-quality images that are approved for use.

Trade show graphics • Theimagesitecurrentlyhasafilesizethresholdof20mb.Inmanyinstances,theimages

used in trade show graphics will far exceed that size limitation.

• Itisalsocriticalthatwhenimagesarebeingusedintradeshowsignage,thattheoriginalphotos be proportioned to the appropriate graphic dimensions. This will help avoid pixilation, color breakdown and inappropriate proportions that come from simply scaling a PDF to fit.

• Intheinstanceoftradeshowgraphics,pleasecontacttheTrade Show Manager or your marketing coordinator for assistance.


61

VideoVideosshallaccuratelyportrayweldingwithinOSHA(safety)Guidelines.Contact the Corporate Marketing Department for more information.

Product videos shall be:• Clean,andbrightlylit

• Crispandsharp

• Accurateinreproducingproduct“Blue”

• Shotwithsoftshadowsonproductandfloor

• Shotatanappropriateangle,showingbothdesignandtechnicalfeatures

• Reproducibleonawhitebackground

Application and location videos shall use:• Acombinationofdynamic,unusualanglesandcrops

• Realisticenvironmentsandprops

• Naturalandengagingscenarios:asthoughshotinareallifesituation,beittheworking environment of a factory or in the field; at no point should unnatural, stiff or staged images be used

• Positive,interactiveandengagingmodels(whenneeded)withtechnicallyaccurateandspontaneous actions and expressions

• Abalancedrepresentationofracegendersandagegroups

Photos and Videos

Video production documents and tools• Miller Brand Video Guidelines — Production Process Checklist and Criteria

- Requesting the Proper Video Assets for Future Use

- Video Formats Explained

• Video Production/Post Production Price Ranges

• Toolstohelpplanvideoprojects:Script Template | Script Example

• Ten Tips for Great Video — tips and tricks for capturing video


https://my.itwwelds.com/sites/Marketing/Video%20Guidelines%20and%20Documents/Requesting%20the%20Proper%20Video%20Assets%20for%20Future%20Use.aspx




https://my.itwwelds.com/sites/Marketing/Video%20Guidelines%20and%20Documents/Video%20Format%20Information.aspx


62

Photos and Videos

Video (continued)VideosmustaccuratelyportrayweldingwithinOSHA(safety)Guidelines.Contact the Corporate Marketing Department for more information.

Legal forms for video production These forms shall be used for every video project. Please save scanned, electronic documents in the Photo-Video Product Release Document Library in observance of the ITW Retention Guidelines.

• Talent Release — To be used for both Miller employees and the public.

• Location Release — Permission to use property outside of Miller grounds. Please consider city ordinances/permissions if shooting video on public property.

• Copyright Agreement for Videographers — To grant Miller the ownership rights of the video produced.

Web application topics• Intro/OutroVideoClip“Wrapper”fortheWeb—AdobeIllustratorfiles.Instructions:

No fade in, hold graphic for 2 seconds, fade to video.

- Outro Graphic

- Intro Graphic

• Video Production/Post Production Price Ranges

• YouTube Descriptions/Keywords — SEO (search engine optimization) Guidelines

• YouTube Video Formats/Specs

https://my.itwwelds.com/sites/Marketing/Video%20Guidelines%20and%20Documents/You%20Tube%20DescriptionsKeywords%20-%20SEO%20(search%20engine%20optimization)%20Guidelines.aspx



https://my.itwwelds.com/sites/Marketing/Helpful%20Documents/VideoReleaseRetention.PDF







63

Signage

Exterior signage for a Miller facility

Sales andMarketing

Administrative Offices

Guidelines •Aboveareexamplesofsignagedesigns.

•LogousageguidelinesshallbefollowedonallMillersignage.

•Contactthe Brand Manager for help with signage designs and approval.


64

Signage

Exterior signage for a Miller facility (continued)

Background Colors:Whitetopsection,PMS409MillerGraybottomsectionCorporate Symbol: PMS 300 Miller BlueLogo Type: BlackBuilding or Office:ITCFranklinGothicStdBold,White;TypeFlushLeftwithLogotypeMounting: Freestanding

Background Colors:Whitetopsection,PMS409MillerGraybottomsectionCorporate Symbol: PMS 300 Miller BlueLogo Type: BlackBuilding or Office:ITCFranklinGothicStdBold,White;TypeFlushLeftwithLogotypeMounting: Freestanding

Guidelines •Aboveareexamplesofsignagedesigns.

•LogousageguidelinesshallbefollowedonallMillersignage.

•Forsignagewithsmall,restrictivespace,youshalluseyourjudgmenttomakethe Miller logo as visible as possible.

•ContacttheBrand Manager for help with signage designs and approval.

Distributor signage Distributor decals


65

Transportation and Vehicle Decals

Guidelines •Aboveareexamplesoftransportationdesigns.

•LogousageguidelinesshallbefollowedonallMillervehicles.

•ContacttheBrand Manager for help with vehicle wrap designs and approval.

Truck

Van

Company car

472-1132 Miller Corp. Iden.023 3/20/02 1:53 PM Page 5.4






66

Apparel

Guidelines •Aboveareexamplesofappareldesigns.

•LogousageguidelinesshallbefollowedonallMillerapparel.

•Graphics,productnames,etc.,shallbeplacedonbackorsleeveofshirt.

•Avoidanyassociationwithred—ourmajorcompetitor’scorporatecolor.

•Seecompany store for promotional items.

•ContactDeb Schreiber with questions.

Baseball cap

Shirt Shop coat

note:Graphics,

product names, etc., shall be

placed on back or sleeve of

shirt


http://www.millerweldsstore.com/guests/

67

Product Names

The Miller brand is a key reason why people purchase our products. The product naming strategy shall make it easy for end-users and sales personnel to understand the broad product offering under the brand.

A simple, transparent and sustainable product name system and strategy supports the Miller Electric Mfg. Co. brand strategy.

The tenets of a successful product name strategy:

•Simple

•Sustainable

•Transparenttocustomers

•Defendablefromatrademarkperspective

•Supportstheorganization’sbusinessstrategyandbrandstrategy

In a sustainable portfolio strategy, each brand has a role with respect to other brands in the portfolio. The product name system must express that portfolio strategy.

Miller should attempt to simplify its offering by reducing the number of product line names in its portfolio.

The Miller brand portfolio can grow in five ways:

•Newproductline

•Productlineextension

•Newstrategicsub-brand

•Newbrandextension

•Newingredientbrand

For additional information and decision-making tools to use, refer to the appropriate document links below.

Miller product name development process

Find useful tools, worksheets and examples to guide you through the process, including a step-by-step process. Please refer to NPD Tollgate Coach for instructions to secure proper sign-off.

Miller product naming guidelines

The intent of this document is to assist in naming all Miller branded products in a consistent manner. Miller should attempt to simplify its offering by reducing the number of product line names in its portfolio.

Miller product name inventory

View the product name inventory by category (i.e. process, guns, feeders, coolers, Arc Station workstations and fume extractors) to confirm product line name, description, amp (where applicable) and segment/feature label information.

Miller product name trademark list

ViewthecompletelistofregisteredtrademarksforMiller,HobartBrothers,Bernard,andWeldcraftproductstouse as reference as you revise manuals, nameplates and marketing literature.

Product Names

https://my.itwwelds.com/sites/Marketing/Helpful%20Documents/Product%20Name%20Developement%20Process.pdf

https://my.itwwelds.com/sites/Marketing/default.aspx



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Product Marking Standards

The intent of this document is to assist in selecting and applying markings to all Miller branded products in a consistentandrepeatablemanner.Thisincludesthingslikecolorschemes,labels,LEDs,meters,nameplates,setup information, shipping cartons, etc. It is the responsibility of all business units and departments to be aware of, understand and apply these standards, which are part of the Product Development Tollgate process.

For additional information and decision-making tools, view the Product marking standards for Miller-branded products.

Product Marking Standards

https://my.itwwelds.com/sites/Marketing/Helpful%20Documents/252779B%20-%20Product%20Marking%20Standards%202012-05-11.pdf

https://my.itwwelds.com/sites/Marketing/Helpful%20Documents/252779B%20-%20Product%20Marking%20Standards%202012-05-11.pdf