goodyear engineered products distributor communications...
TRANSCRIPT
G O O D Y E A R E N G I N E E R E D P R O D U C T SD I S T R I B U T O R C O M M U N I C A T I O N S G U I D E
E N G I N E E R E D P R O D U C T S
2012
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the logos and other artwork described in this Communications Guide are available for download at our advertising agency’s FtP site and on epix. these sites are password protected. Please note they are also case sensitive.
Agency FtP site Access
http://webftp.jwtaction.com
username: goodyearEPpassword: distributor
epix Access
http://epix.goodyear.com
• In the blue web page header, select the “Product Support” button• In the drop down menu click on “Policies”• Then select “EPD” in the left hand navigation area, where you will find the PDF file of the Distributor
Communications Guidelines as well as all of the approved logo files for your use.
How to ACQuire loGos And Artwork
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welcome to the Veyance technologies, inc. Communications Guide for Goodyear engineered Products’ distributors.
This guide has been developed to outline the requirements of the Trademark Agreement between Veyance Technologies, Inc. and The Goodyear Tire & Rubber Company and your responsibility as a Licensed Permitted User of Goodyear trademarks. This guide is to be used in an effort to assure uniform brand identity and improve our communications and messaging with you and our mutual customers.
why Brand uniformity is essential.
In the past, our customers have known our company only as Goodyear Engineered Products. Today we have to clearly define the lineage of both Goodyear Engineered Products and Veyance Technologies, Inc. It is up to us to lead this customer messaging and brand uniformity as it is vital to our mutual success.
Veyance Technologies, Inc. is our company’s legal name. Our company manufactures and sells products and services that are branded Goodyear Engineered Products. The brand we are to promote in the marketplace is Goodyear Engineered Products.
The pages contained here provide the “rules of the road” for uniformly delivering this message. This book does not contain the actual “route” we must take. It is up to you to determine how best to serve your customers. Even though each may take different routes we must all follow the same rules.
who will Benefit from these Communication Guidelines?
The target audience for this guide is you, the Goodyear Engineered Products Distributor and, ultimately, your customers who purchase Goodyear Engineered Products.
where to direct Questions.
These guidelines are part of a continuing program to help clarify and unify the customer messaging efforts of Veyance Technologies, Inc. as it pertains to Goodyear Engineered Products. Although we show as many examples as possible, correct usage is ultimately the user’s responsibility. If you have any questions about anything in this guidebook or need assistance, please submit a detailed request along with your contact information to:
Thank you for your assistance in helping us maintain a strong, consistent branding presence in the marketplace.
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the trademarks • Introduction ..............................................................2 • Licensed and Assigned Trademarks and disclaimers .....5
Goodyear engineered Products Brand identity • Approved Colors ........................................................7 • Approved Typography .................................................8 • Approved Logos .........................................................9 • Logo Size and Proportions .......................................10 • Incorrect Logo Usage ...............................................11 • Blimp Guidelines .....................................................14 • Goodyear Authorized Distributor (GAD) Logo ..............15 • Star Distributor Logo ................................................16 • Other Approved Logos ..............................................17
Veyance technologies, inc. Brand identity • Veyance Logo Restrictions ........................................18 • Approved Colors ......................................................19 • Veyance Logo ..........................................................20
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use oF “GoodYeAr enGineered ProduCts” nAme
When designing print ads or collateral material, it is critical to use “Goodyear Engineered Products” correctly to adhere to our contract with The Goodyear Tire & Rubber Company and FCC “truth in advertising” guidelines.
“Goodyear Engineered Products” must be spelled out in its entirety in every case; it is never to be shortened to Goodyear EP or GEP.
“Goodyear Engineered Products” is the brand name for products exclusively manufactured and sold by Veyance Technologies, Inc. In no case should “Goodyear Engineered Products” be used as the company name.
If you are unsure if you are using “Goodyear Engineered Products” correctly, try this simple test:
• If the phrase “the products” can logically be substituted for “Goodyear Engineered Products,” then it is most likely correct.
• If the phrase “the company” can be logically substituted for “Goodyear Engineered Products, it is probably NOT being used correctly.
If you need further clarification, please don’t hesitate to submit questions any time at [email protected].
The Trademark Agreement between Veyance Technologies, Inc. and The Goodyear Tire & Rubber Company clearly states that it is the Distributor’s responsibility as a Licensed Permitted User of Goodyear trademarks to add disclaimers to all communications that mention any or all of the trademarks owned by the The Goodyear Tire & Rubber Company.
The Trademark Agreement divides all the trademarks Goodyear Engineered Products has been using into two categories:
LICENSED – meaning that The Goodyear Tire & Rubber Co. retains rights and own them. ASSIGNED – meaning that all rights of ownership are transferred to and owned by Veyance Technologies, Inc.
LICENSED mArkS:
• COMPASS• CONQUEST• CONQUEST XP• CONTENDER• EAGLE NRG• EXPLORER• FLEXTEN• Flying Eagle Design• GATORBACK• GATORBACK and design
• Gatorback the Quiet Belt and design• GEMINI• GOODYEAR• Goodyear and Winged Foot design• GOODYEAR Arctic Track• GOODYEAR SPARTAN• GY METRIC• HI-MILER• HORIZON• INTEGRITY
• OMEGA• SPECTRA• SUPER HI-MILER• THOR• TUFSYN• ULTRA-GRIP• WINGED FOOT DESIGN• WINGFOOT• XTRA-GRIP• YUKON
All other trademarks, such and Plylon Plus, Gorilla and Falcon, are assigned to Veyance Technologies, Inc.
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Distributor Disclaimer Selection and Usage
The disclaimer protects your company and ours. Using the disclaimer is a requirement of The Goodyear Tire & Rubber Company and one that will be actively monitored and enforced. The disclaimer does not need to be prominent, just readable. So we ask distributors to use this disclaimer on all external communications that feature or mention Goodyear Engineered Products.
Suggestions for disclaimer usage:
There are three variations on our disclaimer. The product content of your communications will determine which you should use.
If none of the products on the Licensed Trademarks list above are mentioned in copy or visually referenced, use Disclaimer 1. If only one product from the list is named in copy or shown visually, use Disclaimer 2. When multiple products are used from the list, use Disclaimer 3. NOTE: The product mentioned in Disclaimers 2 and 3 are for example only. You will need to replace them accordingly based on the Licensed trademarks list with the products that actually appear in your communications.
Goodyear Disclaimer – For all communications referring to Goodyear Engineered Products
The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from The Goodyear Tire & Rubber Company. Goodyear Engineered Products are manufactured and sourced exclusively by Veyance Technologies, Inc. or its affiliates. ©(current year) Veyance Technologies, Inc. All Rights Reserved.
Single Product Disclaimer – For communications referring to Goodyear Engineered Products and one licensed product from the list above
The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from The Goodyear Tire & Rubber Company. Goodyear Engineered Products are manufactured and sourced exclusively by Veyance Technologies, Inc. or its affiliates. The Eagle NRG trademark is licensed to Veyance Technologies, Inc. by The Goodyear Tire & Rubber Company. ©(current year) Veyance Technologies, Inc. All Rights Reserved.
multiple Product Disclaimer - For communications referring to Goodyear Engineered Products and two or more licensed products from the list above
The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from The Goodyear Tire & Rubber Company. Goodyear Engineered Products are manufactured and sourced exclusively by Veyance Technologies, Inc. or its affiliates. The following trademarks are licensed to Veyance Technologies, Inc. by The Goodyear Tire & Rubber Company, including Flexten®, Gatorback®, Hi-Miler® and Super Hi-Miler®. ©(current year) Veyance Technologies, Inc. All Rights Reserved.
If you need further clarification, please don’t hesitate to submit questions any time at [email protected].
• Ads (at the bottom)• Single page spec sheets and price sheets
(at the bottom)• Multiple page brochures and spec sheets
(back page at the bottom or last page of the Goodyear Engineered Products section)
• Catalogs (back page at the bottom or last page of the Goodyear Engineered Products section)
• Line cards (at the bottom)• Billboards (at the bottom)• Website (at the bottom of the main page where
Goodyear Engineered Products first appear)• Tradeshow panels (at the bottom)• Banners and posters (at the bottom)
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Goodyear BluePantone 280
4-color build is: C 100% m 72% Y 0% k 18%
Goodyear YellowPantone 109
4-color build is: C 0% m 10% Y 100% k 0%
Goodyear BlackSolid Black
4-color build is: C 0% m 0% Y 0% k 100%
WhEN USING ThE GOODYEAr LOGO, ThE FOLLOWING COLOrS mUST bE USED:
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Weiss and Trade Gothic are the two approved fonts for usage in Goodyear Engineered Products materials.
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Weiss
trade Gothic
abcdefghi jk lmnopqrstuvwxyzWeiss Regular - lowercase
abcdefghijklmnopqRstuvWxyzWeiss Regular - caps
abcdefghi jk lmnopqrstuvwxyzWeiss bold - lowercase
abcdefghijklmnopqrstuvWxyzWeiss bold - caps
abcde fgh i j k lmnopqr s tuvwxyzWeiss italic - lowercase
abcdefghijklmnopqrstuvwxyzWeiss italic - caps
abcdefghijklmnopqrstuvwxyzTrade Gothic Regular - lowercase
ABCDEFGHIjKLMNOPQRSTUVWXYzTrade Gothic Regular - caps
abcdefghi jklmnopqrstuvwxyzTrade Gothic Bold - lowercase
ABCdeFGHijklmnoPQrstuVwxYzTrade Gothic Bold - caps
abcdefghijklmnopqrstuvwxyzTrade Gothic Oblique - lowercase
abcdEfGhIjklmnOPqrsTuVwxyzTrade Gothic Oblique - caps
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Here are the approved versions of, and guidelines for, the Goodyear engineered Products logo.
• Use the dimensional logo whenever possible on printed materials.
• Do not change or alter logo elements in any way, including the Winged Foot symbol, typeface, letter spacing and tagline.
• These logos must be used when promoting any Goodyear Engineered Products branded product (e.g., labeling, packaging and marketing materials) or communicating anything associated with Goodyear Engineered Products.
Pms 109 Yellow loGo usAGe
Only for use in 1- or 2- color applications where the logo will appear on a dark background. DO NOT use the Yellow logo exactly as you see it here, with the dark background around it; this image is for demonstration purposes only.
NOTE: DO NOT use purple, red or green
BlACk And wHite loGo usAGe
Only for use in 1-color applications. Either Black or reversed out on a dark background.
non-dimensionAl loGo — 4-color (CMYK) or 3-color (PMS 280-Blue, PMS 109-Yellow, Black) usAGe: The non-dimensional logo should be used for specific product branding, such as hose laylines, apparel or wherever budget or print specifications call for a one-color logo solution.
dimensionAl loGo — 4-color (CMYK) only usAGe: The dimensional logo should only be used on white or one-colored backgrounds.
*
PMS 280-Blue (outlines)Solid Black
PMS 109-Yellow
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sAlways maintain clear space around the logo.
DO NOT change the proportions of the Winged Foot to the letterforms or the spacing of the letterforms themselves.
Always maintain the size and proportion of the Engineered Products name in relation to the Goodyear logo.
When promoting any Goodyear Engineered Product, this logo must be used.
DImENSIONAL NON-DImENSIONAL
The minimum size when using the dimensional logo is 2". If a smaller logo is required, use the
flat color version, NOT the dimensional.
2"
Use of the non-dimensional logo with a flat blue border in place of the dimensional logo is
also acceptable. 2" minimum.
2˝
The minimum logo size when using the flat logo in flat yellow or black and white is 1 inch.A yellow logo should always be used on a dark background.
1/8th logo width
1"1"
2" 2"
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Except in permanent signage, DO NOT create a box or a shape to contain the logo.
DO NOT bend or curve the logo except when required in product branding (i.e. A curved logo on the side wall of a tire).
DO NOT stack the logo.
DO NOT tilt the logo.
®
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DO NOT use unauthorized colors.
DO NOT use the letter forms without the Winged Foot.
DO NOT use the logo in a sentence or phrase.
DO NOT add to the logo. (i.e. drop shadow).
Hose
Buy
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DO NOT use the logo or Winged Foot to make a pattern, except when otherwise approved by Goodyear Engineered Products.
DO NOT use logo on a background that interferes with the readability of the logo.
DO NOT use the logo in a subordinate position to a sub-brand.
DO NOT allow logo to overlap an illustration or copy.
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usAGe oF tHe GoodYeAr BlimP
the Goodyear Blimp is a trademark and servicemark still actively used by the Goodyear tire & rubber Company. due to its close association with GoodYeAr and the decline of its use in Veyance’s business, Veyance will no longer be using the Goodyear Blimp in its advertising collateral, or on its web site, and asks that Veyance distributors also refrain from using this mark.
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A Goodyear Engineered Products Authorized Distributor (GAD) is authorized to sell only Goodyear Engineered Products within a specific business group(s). When using the GAD logo, the following usage requirements apply:
• The GAD logo can stand on its own.
• For materials that originate from a Goodyear Engineered Products Authorized Distributor, use the GAD logo as an identifier with location information.
• For materials that originate internally to promote new GAD programs, use the logo in conjunction with the Goodyear Engineered Products logo.
GAD 4 color logo
GAD 2-color logoPantone 280 and Pantone 109
GAD 1-color logos can be used in black or Pantone 280 or reversed out in white or with Pantone 109 on a dark background.
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A Star Distributor is a Goodyear Engineered Products Authorized Distributor certified in specific quality control and standardization procedures. When using the Star Distributor logo, the following usage requirements apply:
• Use the color logo whenever possible.• DO NOT alter the logo in any way.• The Star Distributor logo should never stand on its own. It should always be used in conjunction with the Goodyear Engineered Products logo and, if applicable, distributor location information.• When creating materials that require both logos to be on the same page, make sure the Goodyear Engineered Products logo is separate from the Star Distributor logo and larger in size.
There are three versions of our Star Distributor logo:One for our Star hose distributors, one for our Star conveyor belt distributors and one for our Star power transmission distributors. Use the logo appropriate to your line of business and please follow the guidelines below.
COLOR LOGO4-color (CMYK) or 2-color (PMS 280-Blue, PMS 109-Yellow)
USAGELogo should be used on white or plain colored backgrounds only
BLACK AND WHITE LOGOUSAGE
For use in 1-color applications
Hose
Conveyor Belt
Power transmission
2 COLORPMS 280PMS 109
4 COLOR
IND
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STAR DIS
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IND
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I AL H O S E
STAR DIS
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IND
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I AL H O S E
STAR DIS
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2 COLORPMS 280PMS 109
4 COLOR
CO
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STAR DIS
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EY
OR B E L T
STAR DIS
TR
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OR B E L T
STAR DIS
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2 COLORPMS 280PMS 109
4 COLOR
POW
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SMISSION
STAR DIS
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STAR DIS
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POW
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STAR DIS
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2 COLORPMS 280PMS 109
4 COLOR
IND
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I AL H O S E
STAR DIS
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IND
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I AL H O S E
STAR DIS
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IND
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I AL H O S E
STAR DIS
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2 COLORPMS 280PMS 109
4 COLOR
CO
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OR B E L T
STAR DIS
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OR B E L T
STAR DIS
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OR B E L T
STAR DIS
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2 COLORPMS 280PMS 109
4 COLOR
POW
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STAR DIS
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STAR DIS
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UTO
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POW
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SMISSION
STAR DIS
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The use of logos and/or stylized type fonts for licensed trademarks other than those shown above should be in the same form as those which were used by the engineered products business at the time Goodyear granted the license. See below for an example. If any other specific logos are needed, please see contact information on page 2.
GAtorBACk BlACk & wHite loGoGAtorBACk Color loGo
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use oF GoodYeAr enGineered ProduCts And VeYAnCe teCHnoloGies, inC. loGos in tHe mArketPlACe
As there is significant brand equity in “Goodyear,” it’s very important that distributors continue to use the Goodyear name in the marketplace. Now we must refer to products and branded services as "Goodyear Engineered Products" per our license agreement with The Goodyear Tire & Rubber Company. This applies to all written (print and digital including the Internet) and verbal communications.
Goodyear Engineered Products should be the reference to our products in ALL instances and follow the guidelines within this booklet.
The Goodyear Engineered Products brand should be used in:
• Building signage • Trade advertising, including print ads, websites, catalogs and line cards • Any written communication, including business cards, letterhead, etc. • Most other applications
Under our current license agreement, we are permitted to use "Goodyear" instead of "Goodyear Engineered Products" only when permanently affixed to our physical products. We will manage those branding standards.
When using the Goodyear Engineered Products logo in any of your communications, it is a requirement of The Goodyear Tire & Rubber Company that you include a disclaimer. See page 6 for disclaimer selection and usage. There are also examples of where the disclaimer should be used on various types of communications. Feel free to look at existing samples of Goodyear Engineered Products literature to see how we do it.
Thank you for your assistance in helping us maintain a strong, consistent branding presence in the marketplace.
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Veyance BluePantone 280
4-color build is: C 100% m 72% Y 0% k 18%
Veyance CyanSolid Cyan
4-color build is: C 100% m 0% Y 0% k 0%
WhEN USING ThE VEYANCE LOGO, ThE FOLLOWING COLOrS mUST bE USED:
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Here are the approved versions of, and guidelines for, the Veyance technologies, inc. logos.
• DO NOT change or alter logo elements in any way including typeface and letter spacing. • The logo should be printed 2-color, black, or reversed to white on dark backgrounds.
In communications to Goodyear Engineered Products customers, the Veyance Technologies, Inc. logo should never
appear without the Goodyear Engineered Products logo. Specific usage of this logo is detailed in this document.
When used in conjunction with the Goodyear Engineered Products logo, the size of the Veyance Technologies, Inc.
logo should always be slightly smaller than the size of the “Engineered Products” line in the Goodyear Engineered
Products logo.
As a rule of thumb, the width of the Veyance Technologies, Inc. logo
should be the same as the width between the “i” in “Engineered”
and the “u” in “Products” in the Goodyear Engineered Products logo.
NOTE: The Veyance Technologies, Inc. logo does not always need to be positioned directly beneath the Goodyear Engineered Products logo. Please refer to this Communications Guide for proper Veyance Technologies, Inc. logo usage since it will vary depending on type of communication.
The minimum size for the
Veyance Technologies, Inc. logo is 1”.
For assistance regarding usage of the Veyance Technologies, Inc. logo, please submit a detailed request along with your contact information to:
Solid Cyan PMS 280-Blue
PMS 280-Blue (shadow)PMS 280-Blue @ 70%
1"
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goodyearep.com
V E Y A N C E T E C H N O L O G I E S , I N C .
7 0 3 S . C L E V E L A N D - M A S S I L L O N R O A D
F A I R L A W N , O H 4 4 3 3 3
3 3 0 - 6 6 4 - 7 0 0 0
G O O D Y E A R E P . C O M
The GOODYEAR (and Winged Foot Design) trademark is used by Veyance Technologies, Inc. under license from The Goodyear Tire & Rubber Company. Goodyear Engineered Products are manufactured and sourced exclusively by Veyance Technologies, Inc. or its affiliates. The following trademarks are licensed to Veyance Technologies, Inc. by The Goodyear Tire & Rubber Company, including Compass®, Conquest, Contender®, Eagle®, Eagle NRG®, Explorer®, Flexsteel®,
Flexten®, Gatorback®, Gemini®, Goodyear®, GY Metric®, Hi-Miler®, Horizon®, Marathon, Omega®, Super Hi-Miler®, Thor™, Ultra-Grip™, Wingfoot®, Xtra-Grip™, Yukon®. ©2012 Veyance Technologies, Inc. All Rights Reserved.
Aftermarket Parts - Automotive, Conveyor Belt - Heavyweight and lightweight, Government, Heavy duty, Home and Garden, Hydraulics, industrial Hose, Power transmission Products, Powersports, rubber track