Brand Implementation Standards · Kennametal Inc. is the world’s premier supplier of tooling,...

Brand Implementation Standards

Building Our Visual Identity

Kennametal Corporate Edition

®

REV: November 14, 2005

Engineering Your Competitive Edge


Table of Contents

Introduction0.01 Introduction and Purpose0.02 Overview

Section 1.0: Kennametal Inc. Design Elements1.01 Signature

1.01.1 Horizontal SignatureSpecifications

1.01.2 Stacked SignatureSpecifications

1.01.3 Signature and Color1.02 Tagline

1.02.1 Tagline Useage1.02.2 Tagline Specifications

Used with Signature1.02.3 Tagline Specifications

Apart From Signature1.02.4 Tagline Used as Text

1.03 Signature with Descriptors1.03.1 Signature with Descriptors

Specifications1.04 Typography

Section 2.0: Kennametal Business Documents2.01 Kennametal Inc. Forms2.02 Kennametal Global Forms

Section 3.0: Kennametal Inc. Correspondence3.01 Kennametal Inc. Letterhead

3.01.1 Kennametal GlobalLetterhead

3.02 Kennametal Inc. Corporate Envelope Envelope

3.02.1 Kennametal Global Envelope

3.02.2 Kennametal Large Envelope

3.02.3 Kennametal Large Global Envelope

3.03 Kennametal Inc. Business Card3.03.1 Kennametal Global

Business Card3.04 Kennametal Inc. Fax Sheet 3.05 Kennametal Inc. Memorandum 3.06 Kennametal Inc. Report3.07 Kennametal Inc. Mailing Label3.08 Kennametal Employee

Identification Badges3.09 Kennametal Visitor Name Tags

Section 4.0: Kennametal Collateral4.01 Printed Materials4.02 Ad Specialty Items

Section 5.0: Kennametal Advertising 5.01 Trade and Image Advertising

Section 6.0: Kennametal Signage6.01 Exterior Signage6.02 Exterior Directional Signage6.03 Interior Signage6.04 Interior Directional Signage6.05 Doors6.06 Flags6.07 Banners6.08 Vehicles

Section 7.0: Kennametal Packaging & Labeling7.01 Corrugated Box7.02 Plastic Box7.03 Plastic Container with Logo7.04 Plastic Container without Logo

Section 8.0: Kennametal Trade Shows8.01 Trade Show Booth

Section 9.0: Kennametal Interactive Media9.01 Web Site9.02 CD

9.02.1 CD Case Cover9.03 PowerPoint Template9.04 E-Mail


Kennametal Inc. is the world’s premier supplier of tooling,

engineered components, and advanced consumable

materials. We deliver not only the best product for a

customer’s application, but also the best economics for

that customer’s process. In 60 countries every day, we

engineer a competitive edge. However, research shows

our customers, suppliers, distributors, and employees are

often confused about who we are and what we do. Over

the years, mergers, acquisitions, and other activities have

diluted the Kennametal brand. But all of that is about to

change. Today we present a new and unified face to

people inside and outside of our organization. Together

we will make Kennametal into a strong, cohesive brand

that the world recognizes and trusts.

R. Daniel BagleyVice President, Corporate Strategy and MSSG Global Marketing

Introduction and Purpose0.01 Elevating a premier brand


After decades of providing competitive edge for our customers, now is

the time to do the same for ourselves. Aligning ourselves behind a unified

Kennametal brand is the key to achieving this goal. A strong brand is

not only about what customers see in our offerings. It also embodies our

corporate culture. It identifies us, guides our behavior, and strengthens

us in the marketplace. This document will help you make that happen.

You’ll learn how to create and implement the brand system, and you’ll

see examples of proper and improper usage. From logos and

colors to type and more, this document will help you build a

consistent brand experience. However, if you still have questions,

please visit the InfoNet at www.kennametal.com, or contact

Rudy Frank, Manager, Corporate Advertising and Marketing

Communications at 724-539-5330 or [email protected].

Overview0.02 Giving Kennametal an identity

Your transition toward compliance with these standards should begin immediately, as your

supply of existing materials runs out. You must be in full compliance by December 31, 2006.


Kennametal Inc. Design Elements1.0

Section 1.0: Kennametal Inc. Design Elements

1.01 Signature1.01.1 Horizontal Signature

Specifications1.01.2 Stacked Signature

Specifications1.01.3 Signature and Color

1.02 Tagline1.02.1 Tagline Useage1.02.2 Tagline Specifications

Used with Signature1.02.3 Tagline Specifications

Apart from Signature1.02.4 Tagline Used as Text

1.03 Signature with Descriptors1.03.1 Signature with Descriptors

Specifications1.04 Typography

To start building our brand, we must first assemble its

visible components the same way, time after time. This

consistent approach to branding ourselves will help our

audiences come to know and recognize our name, our

people, and our values. That can’t happen unless we give

rigorous attention to the standards presented here. These

aren’t guidelines. They are the approved rules that govern

the creation, adaptation, and use of those elements that

make up our brand marks. These procedures are intended

to be brief, clear, and flexible. They are being used by

your colleagues all over the world. We hope you’ll find

that they make it easy for you to help make Kennametal

communications consistently excellent.


Signature 1.01

SignatureThe “block-style K” logo is ourcompany’s distinctive corporatesymbol and our most importanttool for establishing our identityand building recognition. It is theembodiment of Kennametal’sbrand character, which includessolid dependability, tenacity, and trustworthiness.

Kennametal has replaced its former logotype with a contemporary, universal type font.This type font provides anupdated, technologically savvylook that creates a broader visualfoundation for Kennametal’sdiverse markets and offerings.

When the block-style “K” logo and logotype are used together, this is known as the signature.

The horizontal treatment shouldbe used whenever possible,because it provides the greatestvisibility for our brand.

Always be certain to use unalteredelectronic files, rather than distortedor re-created logos that do notaccurately represent our brand.

The approved files are availableon the Kennametal InfoNet.

®

The preferred Kennametalsignature isarrangedhorizontally.

The Kennametal signature is composed of the block-style “K” logo and the Kennametal logotype.

Kennametal Yellow100% Pantone® 116 or C2 M14 Y92 K0

100% black

Minimum size:

.25" or 6.5 mm minimum height®

The signature presented above is the only approvedKennametal signature. You may not use any others,nor can you combine other logos with it.

Common mistakes:

GLOBALINFORMATIONTECHNOLOGY

Former logotypes should not be used.

Do not use either the logo or logotype separately.

®

✓

If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Horizontal Signature Specifications

Horizontal SignatureSpecificationsThe horizontal signature consistsof the block-style “K” logo andthe Kennametal name typeset inthe logotype. The position, size,color, and spatial proportions ofthese two elements must bemaintained at all times. Aminimum amount of free spacemust always surround thesignature, to help it stand out.And for legibility reasons, it mustnever be reproduced below thesize indicated.

1.01.1

Never enclose the signaturewithin a shape.

Never alter the size relationships between the horizontal signatureelements.

Never alter the alignmentof the horizontal signatureelements.

Never scale the signaturehorizontally or vertically tocause distortion.

Never use the logotypein text.

®KENNAMETAL ®KENNAMETAL

®KENNAMETAL ®KENNAMETAL

Common mistakes:

Horizontal signature executional specifications:

Clear space requirements:

The Kennametal logo and logotype align at their baselines.

The Kennametal logotype is one-half the height of theKennametal block-style “K” logo.

Keep a minimumclear space around all sides of theKennametal signatureequal to one-half theheight of theKennametal block-style “K” logo.

1/2 K

K = height of the Kennametal block-style “K” logo

C = thickness of the outline stroke around the chevron of the block-style “K” logo 1/2 K

1/2 K

1/2 K

1/2 K

®

Never place a border or any other art elementsaround the signature.

C

C

Together we will makeKENNAMETAL into astrong, cohesive brand

Never set type torecreate the Kennametallogotype. Use theelectronic file availableon the KennametalInfoNet.

✓



Stacked Signature Specifications

Stacked Signature SpecificationsThe horizontal signature treatmentshould be used whenever possible,because it provides the greatestvisibility for our brand. However,when circumstances dictate, thestacked version may be used inits place.

The stacked signature consists ofthe block-style “K” logo and theKennametal name set in logotype.The position, size, color, andspatial proportions of these twoelements must be maintained atall times. A minimum amount offree space must always surroundthe signature, to help it stand out.And for legibility reasons, it mustnever be reproduced below thesize indicated.

1.01.2

Never enclose the stackedsignature within a shape.

Never alter the size relationshipbetween the the stackedsignature elements.

Never alter the alignment of thestacked signature elements.

Never scale the stacked signaturehorizontally or vertically to causedistortion.®�

®�

®®

Common mistakes:

Stacked signature executional specifications:

Minimum size:

.5" or 12.5 mm minimum height.

The Kennametal logotype aligns left andright of the Kennametal block-style “K.”The distance between the block-style “K”and the logotype is one-half the height of the logotype.


Keep a minimum clear space around allsides of the Kennametal stacked signatureequal to one-half the height of theKennametal block-style “K” logo.

®�

®�

1/2 K

1/2 K 1/2 K

1/2 L

1/2 K

K = height of the Kennametal block-style “K” logo. L = height of the Kennametal logotype.

®�

The stacked signatureshould only be usedwhen it is impracticalto use the preferredhorizontal signature(e.g., in a confinedspace).


✓


Signature and Color

Signature and ColorKennametal yellow should always beused as part of the signature when itis available. It should always appearwithin the chevron of the “K” logo.This use of yellow within the chevronapplies whether the backgroundcolor is also Kennametal yellow or if the background happens to beanother color except black or otherstrong color. The interior of thechevron in the block-style “K” can be Kennametal yellow, black,or white. No other color ispermitted.

The signature may be placed onan image or colored background,but there must be sufficientcontrast for easy legibility. If animage is used, it should not bebusy or distracting.

1.01.3

Black and Kennametal yellow

Black only

The Kennametal logotypeas part of the signaturemust always remain black.

Use Kennametal yellowwithin the chevron evenwith a yellow background.

Placing the signatureagainst a dark backgroundwill lead to poor legibility.

Neither the entire chevron,nor the entire “K” shouldever be reversed out of thesolid background color.

Reverse

When full color is available, always useKennametal yellow inside the chevron. TheKennametal logotype must always remain black.

When reproducing the Kennametal signatureagainst a background, there should be enoughcontrast to provide adequate legibility.

®

®

®

®

®

®

®

®

Common mistakes:

®


®

The use of yellow within the chevron applies even ifthe background color is also Kennametal yellow.

The reverse Kennametal signature may be reproducedin white or Kennametal yellow.

When reproduced in one color, the chevron of the “K”is always outlined.


TaglineKennametal offers a unique valueproposition to it customers. Thesecustomers come to us from allover the world and they ask us tohelp them solve problems. Theycome to us because they see usas innovators who can movetechnology forward and thensupply the advances reliably inthe future. They understand thatour expertise streamlines thedevelopment process, helpingthem benefit from innovation morequickly and more profitably.

This value proposition is summedup in the four simple words thatmake up our corporate tagline.

Tagline1.02

• An innovator in the development ofengineered products and techniques tocut and create the world’s most super-hard materials.

• Committed to developing new productsand solutions for customers; 40% ofrevenues come from newly engineeredproducts.

• World’s premier supplier of tooling,engineered components and advancedmaterials consumed in productionprocesses.

• Over 250 highly trained and experiencedresearch scientists and developmentengineers that focus on the toughestmaterials application demands.

• Customers in Vertical Industrieswith Specialized Needs

• OEMs• Personnel on the Job Shop Floor• Suppliers• Partners• Global Customers• Distributors

• Leadership—Kennametal is the marketleader for metalcutting tools andengineered components and solutionsacross the world.

• The “right combination” ofproducts/solutions for the customer’sspecific application.

• Engineered services and technologicallyadvanced product solutions for criticalapplications in extreme environments.

• Improves customers’ competitiveness byproviding superior economic returnsthrough the delivery of applicationknowledge and advanced technology tomaster the toughest of materialsapplication demands.

• Deep industry and technical expertise. • Global resources



Tagline UseageThe tagline can be used in materialsthat are used to promote Kennametalproducts and services. Theseinclude advertisments, catalogs,sell sheets and other collateralmatter. Also trade shows, WebSites and PowerPoint presentations.Use in specialty advertising productsand wearables depends on theparticular useage of the items andthe space available for the taglineto be legible.

Do not use the tagline on materialsthat are informational in nature.For example Kennametal businesscards, letterhead, envelopes,business forms and other companycorrespondence should not usethe tagline. In addition the taglineshouldn’t appear on products orbuilding signage.

1.02.1

The tagline may be used on promotional materials.

Do not use the tagline on informational materials!

Catalogs, Sell Sheets,Advertising, and OtherPromotional Collateral, and Printed Matter

Trade Show Signage Web Site and PowerPoint Presentations

Business Cards, Letterhead,Envelopes, Business Forms, andOther Correspondence

Product ID Signage


Tagline Useage

NameTitleTitle Second Line

Division

Kennametal Inc.AddressCity, State, Zip, CountryTelephone 000.000.000Cell 000.000.000Global 000.000.000Fax [email protected]

®


Tagline Specifications Used with Signature

Tagline Specifications Used With SignatureThe tagline can be used incombination with the horizontalsignature. When used this way,the tagline should be set in 45 Helvetica Neue Light Italic.

Always be sure to use approveddigital files, available on theKennametal InfoNet.

1.02.2

Never change the alignment of the signature and tagline.

Never alter the fontof the tagline.

Never alter thecolor of the tagline.

Never alter the language of thetagline.

Never use the taglinewith other logos.

®


®

Engineering Your Automotive Solution

®


®


Common mistakes:

®

Horizontal signature with tagline:

Minimum size:

®


1.375" or 35 mm minimum width

Horizontal signature with tagline executional specifications:

The tagline aligns below the Kennametalsignature left and right.


Keep a minimum clear space around allsides of the Kennametal signature withtagline equal to one-half the height of theKennametal block-style “K” logo.

The tagline is “x” height distance awayfrom the Kennametal horizontal signature.

xx

1/2 K

1/2 K

1/2 K

1/2 K

H = height of the Kennametal block-style “K” logo. x = x height of tagline

®




The tagline may be set in more than one line ifspace is limited.

®�

EngineeringYourCompetitiveEdge


Tagline Specifications Apart from Signature

Tagline Specifications Apart from SignatureThe tagline may be used separatefrom the horizontal signaturewhen the horizontal signaturealready incorporates a descriptoror when the tagline becomes toosmall to be legible whenincorporated with the signature.

When used separate from thesignature, the tagline should beset in 46 Helvetica Light Italic.

1.02.3

Never use the tagline in combinationwith a signature already incorporatinga descriptor.

Common mistakes:

Separate the tagline from the horizontalsignature when the signature alreadyincorporates a descriptor.

The tagline may be usedseparately from thehorizontal signature incases where it would betoo small to be legible.



The tagline measures the samewidth as the Kennametalsignature left and right.

Example usingthe tagline atthe top of thepage.



October 1, 2005

Tagline Used as Text“Engineering Your CompetitiveEdge” may be used incommunication as a shorthandexpression that embodies who weare. It may appear as a headline,a subhead, or a line in body copy.

Refer to section 1.06 Typographyfor specifications of the properKennametal typefaces.

1.02.4

Common mistakes:

The tagline may be used astext when attempting toprovide particular emphasis.The following use, as aheadline, is one example.

Engineering YourCompetitive Edge

Use only HelveticaNeue type fonts withthe tagline.

Do not mix type fontsor type weights in themiddle of a text block.

Aligning ourselves behind aunified Kennametal brandis the key to achieving thisgoal. Engineering YourCompetitive Edge is a


Tagline Used as Text



Signature with DescriptorsThe Kennametal signature easilyincorporates divisions, groups,products, profit & loss centers,and sub-brands. This systemapproach helps develop strongerbrand associations within andbeyond the Kennametal name. Itis a flexible system that visuallylinks existing relationships, andcan easily incorporate new ones.Our consistent look communicates the strength and diversity of theKennametal offering, whileemphasizing that we are all partof one whole.

Signature with Descriptors1.03

Signatures with descriptors:

Process Optimization Services

Common

Departments

Initiatives

Marketing

Lean Enterprises

Only use thedescriptors listedabove (Profit andLoss Center,Product/Solution,and Location). Noother descriptorscan be used withthe signature.


Any new signature with descriptor must be approved by Rudy Frank, Manager,Corporate Advertisingand MarketingCommunications.

✓


Signature with Descriptors SpecificationsThe Kennametal signature canaccept a wide array of descriptors.But it is important to make certainthat any signature/descriptorcombination conforms to thespecifications on this page. Do not attempt to re-create asignature/descriptor. Instead,obtain a digital file from theKennametal InfoNet and use that.

Signature with Descriptor Specifications1.03.1

The Kennametal signature with descriptor:

Kennametal signature with descriptor construction—one line:

Kennametal signature with descriptor construction—multiple lines:

If the descriptor occupies multiple lines, theyare separated by “x” height distance awayfrom the Kennametal signature.


Keep a minimum clear space around allsides of the Kennametal signature withdescriptor equal to one-half the heightof the Kennametal block-style “K” logo.

The descriptor name cap height is one-half the height of the Kennametallogotype and always aligns below theKennametal signature flush right.Descriptor is “x” height distance awayfrom the Kennametal signature.

xx

1/2 K

1/2 K

1/2 K

1/2 K

1/2 L

1/2 Lxxx

1/2 K

1/2 K

1/2 K

1/2 K

K = height of the Kennametal block-style “K” logo. x = x-height of descriptor L = height of Kennametal logotype



Common mistakes:

TypographyThe preferred typeface for allKennametal materials is HelveticaNeue.

The optically refined and well-balanced drawing of the HelveticaNeue letterforms communicates asense of quality and sophistication.The sans serif style suggestsmodernity, high technology, and efficiency.

Any of the Helvetica Neue seriesmay be used in promotional mediafor typographic accents, such ascaptions, subheads, folios, etc.

If Helvetica Neue is unavailable,other Helvetica cuts can be usedin the specified weights.

Serif fonts are never to be used inKennametal communications.

All of these fonts are availablefrom the Kennametal InfoNet.

35 Helvetica Neue Thin 36 Helvetica Neue Thin Italic45 Helvetica Neue Light 46 Helvetica Light Italic55 Helvetica Neue Roman56 Helvetica Neue Roman Italic65 Helvetica Neue Medium 66 Helvetica Neue Medium Italic75 Helvetica Neue Bold76 Helvetica Neue Bold Italic85 Helvetica Neue Heavy 86 Helvetica Neue Heavy Italic95 Helvetica Neue Black96 Helvetica Neue Black Italic

37 Helvetica Neue Thin Condensed 37 Helvetica Neue Thin Condensed Oblique47 Helvetica Light Neue Condensed 47 Helvetica Light Neue Condensed Oblique57 Helvetica Neue Condensed57 Helvetica Neue Condensed Oblique67 Helvetica Neue Medium Condensed67 Helvetica Neue Medium Condensed Oblique77 Helvetica Neue Bold Condensed77 Helvetica Neue Bold Condensed Oblique87 Helvetica Neue Heavy Condensed 87 Helvetica Neue Heavy Condensed Oblique97 Helvetica Neue Black Condensed 97 Helvetica Neue Black Condensed Oblique

Typography1.04

The preferred type family for all Kennametalmaterials is Helvetica Neue.

Arial can be used as an alternate type fontwhen Helvetica is not available.

ArialArial ItalicArial BoldArial Bold Italic

Engineering Your Competive Edge

Use only Helvetica Neuetype fonts with the taglineor signature.

(Note: Numbers indicated are for Mac format.Windows numbers may not be identical.)


Arial is another sansserif typeface that isapproved for use asan alternate typeface.

✓


Kennametal Business Documents2.0

Section 2.0: Kennametal Business Documents

2.01 Kennametal Inc. Forms2.02 Kennametal Global FormsKennametal and its distributors use many business forms

in the course of conducting business. You will quickly

need to bring your supply of these forms into compliance

with Kennametal’s new identity by incorporating our new

signature and type font, and by following the guidelines

presented here. Please note that all business forms

should evolve to a “transitional” stage as soon as

possible. Also note that all forms must fully comply with

these standards no later than December 31, 2006. If you

have questions, please ask your supervisor.


Kennametal Inc. FormsKennametal Inc. uses manybusiness forms that are bothsystem-generated and printedtraditionally. These forms shoulduse the latest horizontal signatureas soon as possible. The signatureshould appear in approximatelythe same location as thecorporate identity it replaces.

As you redesign your formsbeyond this transitional stateand into full compliance, useHelvetica Neue type fonts. Donot use serif type faces.

No logos should be used onthese forms other than theKennametal signature.

All forms must comply with theseguidelines by December 31, 2006.

Kennametal Inc. Forms2.01

Updatedsignature(Use signatureonly—do notinclude descriptoror tagline.)

Uselegalnamehere.

Margin measurements are to follow thepre-existing margins of the form.

If there are no margins established, place the signature 1/2" (13mm) from the top and the left.

®

All Paperwork & Materials Must Contain: 1. PO Number2. PO Line Item Number3. PO Line Item Material Number or Match ID

BROWN TOOL & DIE INCDANIEL L BROWN 130 REDWOOD ROADACME PA 45610

Kennametal Inc.Chestnut Ridge-Solid Round Tooling 200 Chestnust Ridge RoadLATROBE PA 15650

Purchase Order

4501130425 01/26/2005Number Date

Purchase Order

PO Delivery

TO SHIPTO

Order Date

01/28/200501/26/2005 Within 60days Due netDate needed by Discount termsNote: Not shown

actual size.

No logos should appearother than the Kennametalsignature.

No other graphics should beused on the business form.

Common mistakes: Discontinued logotypeshould not be used.

Use only HelveticaNeue type fonts.

Existing businessdocument with updatedsignatureused duringtransitionalperiod.

®

Helvetica Neue type family used throughout.



Kennametal Global FormsKennametal’s global operationsuse many business forms thatare both system-generated andprinted traditionally. Theseforms should use the latesthorizontal signature as soon aspossible. The signature shouldappear in approximately thesame location as the corporateidentity it replaces.

As you redesign your formsbeyond this transitional stateand into full compliance, useHelvetica Neue type fonts. Donot use serif type faces.

No logos should be used onthese forms other than theKennametal signature.

All forms must comply with theseguidelines by December 31, 2006.

Kennametal Global Forms2.02

®

Kennametal Italia S.p.A.Via Morivione, 520141 Milano MITel.: (+39) 02-895961Fax: (+39) 02-89512146

Valida fino al 23.06.2005

Offerta

Pagina1 / 1

Vs. Riferimento/Data

ns.sig. ZORDAN 23.03.2005Numero Contratto/Data

Codice Cliente

70138193

Vs. Codice Fornitore

71017

N. Documento

2001386304Data

23.03.2005

MZ01 Milano

Punto Vendita

AIROLDI

Persona da contattare

Vettore/Modalita' di consegna

UNITED PARCEL SERVICE

Agente MZ1HE

ZORDN GIORGIO

Vs. Corrispondente Ufficio Vendite

Spett.le

0000

AGUSTA SPA

VIA GIOVANNI AGUSTA 520

21017 CASCINA COSTA DI SAMARATE VA

Carlo Auristo

Helvetica Neue type family used throughout.

No logos should appearother than the Kennametalsignature.

No other graphics should beused on the business form.

Common mistakes: Discontinued logotypeshould not be used.

Use only HelveticaNeue type fonts.

®


Updatedsignature(Use signatureonly—do notinclude descriptoror tagline.)

Use legalname here.

Margin measurements are to follow thepre-existing margins of the form.

If there are no margins established, place the signature 1/2" (13mm) from the top and the left.

Note: Not shownactual size.

Existing businessdocument with updatedsignatureused duringtransitionalperiod.


Kennametal Correspondence3.0

Section 3.0: Kennametal Inc. Correspondence

3.01 Kennametal Inc. Letterhead3.01.1 Kennametal Global

Letterhead3.02 Kennametal Inc. Corporate

Envelope3.02.1 Kennametal Global

Envelope3.02.2 Kennametal Large

Envelope3.02.3 Kennametal Large Global

Envelope3.03 Kennametal Inc. Business Card

3.03.1 Kennametal GlobalBusiness Card

3.04 Kennametal Inc. Fax Sheet 3.05 Kennametal Inc. Memorandum 3.06 Kennametal Inc. Report3.07 Kennametal Inc. Mailing Label

As you exhaust your existing supply of correspondence

forms, you will need to order replacements. When this

happens, ensure that your new forms are designed to

comply with Kennametal’s current identity by

incorporating our new signature and type font, and by

following the guidelines presented here. Please note that

all forms must be in compliance by December 31, 2006.


Kennametal Inc. Letterhead

Kennametal Inc. LetterheadSize: 8 1/2" x 11"

210 mm 297 mm (A4)

Stock: U.S.:24# Strathmore WritingWove finishBright White(or equivalent)

European:90 g/m2 SouthworthCredentialsFine Business PaperWove finishWhite(or equivalent)

Colors: Kennametal yellow and black

Typeface: Helvetica Neue Light Cond. and Medium Cond.

3.01

Note: Not shown actual size.

The height of the .75 pt. yellow downrule is equal to the firstand last line of type.

1/2"(13 mm)

1 5/8"(42 mm)

1/2"

(13

mm

)

1 5/8"(42 mm)

1/16"(2 mm)

1/2" (13 mm)

HelveticaNeue LightCond. 7 pt.9 pt. leading

Kennametal Inc.Helvetica Neue Cond. Medium 7 pt.®

Kennametal Inc.1600 Technology WayP.O. Box 231Latrobe, PA 15650 USATelephone 724.539.5000Fax 724.539.7825www.kennametal.com

No other graphics should be used on the letterhead.

Common mistakes:

No logos should appear otherthan the Kennametal signature.


Use Kennametalsignature only—do not includedescriptor ortagline.

Use legalname here.


Kennametal Global LetterheadSize: 210 mm 297 mm

(A4) 8 1/2" x 11"

Stock: U.S.:24# Strathmore WritingWove finishBright White(or equivalent)




Kennametal Global Letterhead3.01.1


(13 mm)1/2"

(42 mm)1 5/8"(1

3 m

m)

1/2"

(42 mm)1 5/8"

(2 mm)1/16"

(13 mm)1/2"


Kennametal GlobalHelvetica Neue Cond. Medium 7 pt.®

Kennametal GlobalLocked Bag 9001Alexandria NSW 1435Unit 1 – 33 Maddox StreetAlexandria NSW 2015Telephone 02.8594.6999Fax 02.9519-8449


No other graphics should be used on the letterhead.

Common mistakes:




Use legalname here.


Kennametal Inc. EnvelopeSize: 9 1/2" x 4 1/8"

220 mm x 110 mm

Stock: U.S.:Strathmore WritingWove finishBright White(or equivalent)

European:Southworth CredentialsFine Business PaperWove finishWhite(or equivalent)



Kennametal Inc. Envelope3.02

®

1/2" (13 mm)

1/8"(3 mm)

1/2"

(1

3 m

m)

1 3/8"(35 mm)

1/16"(2 mm)



Kennametal Inc.Helvetica Neue Cond. Medium 7 pt.


Kennametal Inc.1600 Technology Way Latrobe, PA 15650 USA

No other graphics should be used on the envelope.

Common mistakes:




Kennametal Global EnvelopeSize: 220 mm x 110 mm

9 1/2" x 4 1/8"

Stock: U.S.:Strathmore WritingWove finishBright White(or equivalent)

European:Southworth CredentialsFine Business PaperWove finishWhite(or equivalent)



Kennametal Global Envelope3.02.1

13 mm(1/2")

3 mm(1/8")

13 m

m (

1/2"

)

35 mm(1 3/8")

2 mm(1/16")



Kennametal GlobalHelvetica Neue Cond. Medium 7 pt.

®

Kennametal GlobalLocked Bag 9001Alexandria NSW 1435Unit 1 – 33 Maddox StreetAlexandria NSW 2015


Common mistakes:





Kennametal Large EnvelopeSize: 229 mm x 305 mm

9" x 12"

Stock: U.S.:Standard Available White

European:Standard Available White



Kennametal Large Envelope3.02.2


Common mistakes:


®

Kennametal Inc.1600 Technology WayLatrobe, PA 15650 USA

13 mm(1/2")

4 mm(0.156")

13 m

m (

1/2"

)

41.275 mm(1 5/8")

2 mm(1/16")



Kennametal GlobalHelvetica Neue Cond. Medium 8 pt.



Kennametal Large Global EnvelopeSize: 229 mm x 324 mm

9" x 12 3/4"

Stock: U.S.:Standard Available White

European:Standard Available White



Kennametal Large Global Envelope3.02.3


Common mistakes:


®

13 mm(1/2")

4 mm(0.156")

13 m

m (

1/2"

)

41.275 mm(1 5/8")

2 mm(1/16")



Kennametal GlobalHelvetica Neue Cond. Medium 8 pt.Kennametal Global

Locked Bag 9001Alexandria NSW 1435Unit 1 – 33 Maddox StreétAlexandria NSW 2015



Kennametal Inc. Business Card

Kennametal Inc. Business CardSize: 3 1/2" x 2"

89 mm x 51 mm

Stock: U.S.:100# Strathmore Writing CoverWove finishBright White(or equivalent)



Typeface: Helvetica Neue Light Cond, Light Italic Cond, Medium Cond. and Bold Cond

3.03


Division

Kennametal Inc.AddressCity, State, Zip, CountryTelephone 000.000.000Cell 000.000.000Global 000.000.000Fax [email protected]

®

The height of the .75 pt.yellow down rule isequal to the first andlast line of type.

Helvetica Neue Light Cond. 7 pt. 9 pt. leading

Kennametal Inc.Helvetica Neue Medium Cond. 7 pt.

HelveticaNeue BoldCond. 9 pt.

Helvetica Neue Light Italic Cond.and Helvetica NeueLight Cond. 7 pt.9 pt. leading

1/16"(2 mm)

1 3/8"(35 mm)

1/4"

(7 m

m)

1/4 "

(7 m

m)

1/4" (7 mm)

1/4" (7 mm)

1 3/8"(35 mm)

1/4" (7 mm)

No other graphics should be used on the business card.

Common mistakes:




Use legalname here.


Kennametal Inc. Global Business CardSize: 81 mm x 57 mm

Stock: U.S.:100# Strathmore Writing CoverWove finishBright White(or equivalent)



Typeface: Helvetica Neue Light Cond, Light Italic Cond, Medium Cond. and Bold Cond

Kennametal Inc. Global Business Card3.03.1


DivisionDivision Second Line

Kennametal Deutschland GmbHAddressAddress Second LineTelephone +00 (0) 0000.000.0Fax +00 (0) 0000.00000Mobile +00 (0) 000.0000000Privat Tel. +00 (0) 0000.000000 Privat Fax +00 (0) [email protected]

®

The height of the .75 pt.yellow down rule is equalto the first and last lineof type.

Helvetica Neue Light Cond. 7 pt. 9 pt. leading

Kennametal Global nameHelvetica Neue Medium Cond. 7 pt.

HelveticaNeue BoldCond. 9 pt.

Helvetica Neue Light Italic Cond.and Helvetica NeueLight Cond. 7 pt.9 pt. leading

2 mm(1/16")

37 mm(1 7/16")

7 m

m (

1/4"

)7

mm

(1/

4")

7 mm (1/4")

7 mm (1/4")

35 mm(1 3/8")

7 mm (1/4")

No other graphics should be used on the business card.

Common mistakes




Use legalname here.


Kennametal Inc. Fax SheetSize: 8 1/2" x 11"

210 mm x 297 mm(A4)

Stock: 60 lb. white smooth offset

Colors: Black

Typeface: Helvetica Neue Light, Medium, Light Cond., and Medium Cond.

Kennametal Inc. Fax Sheet3.04

Note: Not shownactual size

FAX®

Kennametal Inc.1600 Technology WayP.O. Box 231Latrobe, PA 15650 USATelephone 724.539.5000Fax 724.539.7835www.kennametal.com

Date:

To:

Phone:

Fax:

Re:

Pages: Including cover sheet

From:

Phone: 724.539.5000

724.539.7835Fax:

1/2" (13 mm)

1/8"(3 mm)

1/2"(13 mm)

3"(77 mm)

1/2"(13 mm)

1/2"(13 mm)


HelveticaNeue Roman18 pt.

HelveticaNeue Light12 pt.

.5 pt. ruled lines


1/16"(2 mm)

The height of the .75 pt.down rule is equal to thefirst and last line of type.

No other graphics should be used on the fax sheet.

Common mistakes:


Align atbottom.



Kennametal Inc. MemorandumSize: 8 1/2" x 11"

210 mm x 297 mm(A4)


Colors: Black

Typeface: Helvetica Neue Light and Roman

Kennametal Inc. Memorandum3.05


MEMORANDUM®

Date:

To:

From:

Subject:

1/2" (13 mm)

1"(26 mm)

1/2"(13 mm)

1/2"(13 mm)

HelveticaNeue Light 12 pt.24 pt. leading


Align atbottom.

No other graphics should be used on the memorandum.

Common mistakes:




Kennametal Inc. ReportSize: 8 1/2" x 11"

210 mm x 297 mm(A4)


Colors: Black

Typeface: Helvetica Neue Light and Roman

Kennametal Inc. Report3.06


REPORT®

Date:

To:

From:

Subject:

1/2" (13 mm)

1"(26 mm)

1/2"(13 mm)

1/2"(13 mm)

HelveticaNeue Light 12 pt.24 pt. leading


No other graphics should be used on the report.

Common mistakes:


Align atbottom.



Kennametal Inc. Mailing LabelSize: 4" x 6"

102 mm x 152 mm

Label Stock: 60# Uncoated LithoPressure SensitiveCrack ’N Peel



Kennametal Inc. Mailing Label3.07



Common mistakes:


®

Kennametal Inc.1600 Technology WayLatrobe, PA 15650 USA

1/2" (13 mm)

1/8"(3 mm)

1/2"

(1

3 m

m)

1 3/8"(35 mm)

1/16"(2 mm)






Kennametal Employee Identification Badge3.08


Kennametal Visitor Name Tag3.09


Kennametal Collateral4.0

Consistent corporate collateral materials will

strengthen Kennametal’s global presence and brand

awareness. On all collateral, the Kennametal logo is a

primary visual and in some cases will be the only visual.

It is essential that all collateral guidelines

be observed, to reinforce the Kennametal brand.

Section 4.0: Kennametal Collateral4.01 Printed Materials4.02 Ad Specialty Items

Information within this segment is INFORMATIONAL ONLY. All requests for marketing communications collateral must be directed to

Rudy Frank, Manager, Corporate Advertising and Marketing Communications, at 724-539-5330 or [email protected].


Printed Materials4.01If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].

PLEASE NOTE:Here's a sampling ofMarketing Communicationsmaterials (trade ads, mastercatalog covers, brochurecovers, promotions, directmailers, trade showgraphics....) that clearlyshows the visual integrationof our new standardsdesign across allmessaging media.

Brochure Cover Master Catalog Cover

Flyer

Calendar

Direct Mail


Ad Specialty Items4.02If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Kennametal Advertising5.0

Consistent corporate advertising will strengthen

Kennametal’s global presence and brand awareness.

On all advertising, the Kennametal logo is always

a primary visual. It is essential that all advertising guidelines


Section 5.0: Kennametal Advertising5.01 Advertising

Content within this segment is INFORMATIONAL ONLY. All requests for trade and image advertising must be directed to

Rudy Frank, Manager, Corporate Advertising and Marketing Communications, at 724-539-5330 or [email protected].


Advertising5.01If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].

Trade Advertising

Image Advertising

PLEASE NOTE:Here's a sampling ofMarketing Communicationsmaterials (trade ads, mastercatalog covers, brochurecovers, promotions, directmailers, trade showgraphics....) that clearlyshows the visual integrationof our new standardsdesign across allmessaging media.


Kennametal Signage6.0

Consistent corporate signage will strengthen

Kennametal’s global presence and brand awareness.

On all signage, the Kennametal logo should always

be the primary visual and in many cases will be on the

only visual. It is essential that all signage guidelines


Section 6.0: Kennametal Signage6.01 Exterior Signage6.02 Exterior Directional Signage6.03 Interior Signage6.04 Interior Directional Signage6.05 Doors6.06 Flags6.07 Banners


Exterior SignageExterior signs should include ahorizontal logo. A building namemay accompany the logo butshould be visually separated fromthe logo. No additional logos orbusiness units should be added to the sign.

Exterior Signage6.01If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Exterior Directional SignageThe horizontal signature should beincluded on all directional signage.Directional signage may includeone to three locations on eachsign. Arrows should be placed tothe left of each location’s name.

Exterior Directional Signage6.02If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Interior SignageInterior signs may consist of thehorizontal or stacked version ofthe Kennametal logo. No additionallogos or business units/namesshould accompany the logo. Thelogo may be used in full color oras a single color.

Interior Signage6.03If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Interior Directional SignageThe horizontal signature should beincluded on all directional signage.Directional signage may includeone to three locations on eachsign. If arrows are used, theyshould be placed to the left ofeach location’s name.

Interior Directional Signage6.04If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].

Quality Assurance

Facilities

Quality Assurance

Main Offices

Facilities


DoorsDoors may incorporate either thehorizontal or stacked signature.The signature may be used in fullcolor or in one color. Etched glassor metal lettering is permissible forsingle color useage.

Doors 6.05If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


FlagsFlags will incorporate either thehorizontal or stacked signature.They should use full color and thebackground color may be white orKennametal yellow.

Flags 6.06If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Kennametal Vehicle Signage6.08

Vehicle SignageVehicle signage will incorporateeither the horizontal or stackedsignature. They should use fullcolor and the background colormay be white or Kennametalyellow.

P r e l i m i n a r y D r a f t


BannersBanners should incorporate ahorizontal signature arrangedvertically reading from top tobottom. They should use full colorand the background color may beeither white or Kennametal yellow.

Banners 6.07If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Kennametal Packaging7.0

Packaging is often the only form of visual communication

we have with our customers. It is essential that all

packaging be consistent with our corporate brand. The

Kennametal logo should appear on all packaging in order

to effectively communicate our identity and build brand

awareness with our customers. No additional logos

should appear on any form of packaging.

Section 7.0: Kennametal Packaging7.01 Corrugated Box7.02 Plastic Box7.03 Plastic Container with Logo7.04 Plastic Container without Logo

The guidelines in this section are preliminary drafts. A separate packaging and product ID team is working on new design recommendations. If you have questions, please contact Rudy Frank, Manager, Corporate Advertising and

Marketing Communications at 724-539-5330 or [email protected].


Corrugated BoxThe horizontal signature should be used on all sizes and types ofpackaging. All corrugated boxpackaging should include ahorizontal signature on the frontand back of the box. No additionallogos should be placed on anycorrugated box packaging.

Corrugated Box7.01If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].


Plastic BoxThe horizontal signature should be used on all sizes and types of packaging. All plastic boxpackaging should include ahorizontal signature on the frontside of the box. No additionallogos should be placed on anyplastic box packaging. Aninformational shipping sticker may be applied to the box. Theshipping sticker should include a small stacked signature.

Plastic Box7.02If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].



Plastic Container with LogoThe horizontal signature shouldappear on one side of the container.The container lid should include ablock-style “K” and any packageinstructions needed. No additionallogos are to appear on the package.

Plastic Container with Logo7.03

Common mistakes:

No logos should appear other than theKennametal block-style “K”.




Plastic Container without Logo on FrontThe horizontal signature shouldappear on one side of the container.The container lid should includeany package instructions needed.A shipping sticker may also beapplied to the container on theside adjacent to the horizontallogo. The shipping sticker shouldinclude a small stacked signature.

Plastic Container without Logo on Front7.04If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].



Kennametal Trade Shows8.0

Trade shows are opportunities to present our corporate

identity and multiple business offerings. In all trade show

material, the Kennametal enterprise should be the primary

visual focus. Any Kennametal business units may be

included on booths and exhibit stands, but must be

secondary to the Kennametal brand. Adhering to this

standard will emphasize the importance of the

corporation and allow for consistency in brand

recognition by customers, suppliers, and competitors.

Section 8.0: Kennametal Trade Shows8.01 Trade Show Booth

Content within this segment is INFORMATIONAL ONLY. All requests for marketing communications collateral must be directed to

Carsten Gromoll, Manager, Global Trade Shows, at 49 911 9735 557 or [email protected].


Trade Show BoothThe signature should beincorporated into all major boothvisuals. The tagline should also beincorporated and may be placedseparate from the logo. Incorporatingthe signature in prominent areas ofthe booth, such as the large toppanels, will allow the brand to remainprominent even at a distance. Use ofthe Kennametal yellow will increasebooth recognition. Any businessunits should be visually second tothe Kennametal enterprise visuals.Additional brands should alsoreceive less visual importancethan the Kennametal enterprise or business unit.

Trade Show Booth8.01If you have questions, please contact Rudy Frank, Manager, CorporateAdvertising and MarketingCommunications at 724-539-5330 or [email protected].

Trade Show Booth

Product DisplayBackwall Graphic


Kennametal Interactive Media9.0

Interactive media are among the most important ways

Kennametal delivers its message to internal and external

audiences. Because our audiences deserve consistently

excellent communications, it is vital that all messages be

crafted to adhere strictly to the standards and guidelines

presented here. The result will be employees and customers

who better understand our culture, our goals, and our

determination, and who remember these important

attributes every time they come in contact with us.

Section 9.0: Kennametal Interactive Media

9.01 Web Site9.02 CD

9.02.1 CD Case Cover9.03 PowerPoint Template9.04 E-Mail


Web Site9.01

Web SiteOur Web site has been redesignedwith enhanced functionality thatmakes it easy to find products,while it also brings all of our brandsunder one roof. Clean navigationand reorganized content make iteasy for visitors to find preciselywhat they need.

Another critical improvement wasmade by integrating our valuestatement into the site. The sitesupports our promise of “EngineeringYour Competitive Edge” by usinginnovative products as designelements and combining them withthe customers who use thoseproducts. Seen together, thesegraphics emphasize our leadershipposition, while putting a face onour innovations. They also showthe industries and cultures we serve.

At upper-level pages, viewers get brand messaging and cleannavigation. As viewers drill down,navigation expands to show all thechoices available to them, leveragingour vast expertise and broad reach.Industry-specific copy becomesprevalent on deeper pages, whichalso highlight featured products.Design continues to be inspired by the home page, but follows thespecific guidelines found in thereference “Corporate Web SiteGraphic System & Design Guidelines.”

Home Page

Industry Page



CD9.02

CDJPEG files are available that canhelp you create professional-looking CDs that conform to ourcorporate standards. One of thesefiles allows you to simply title theCD, without adding graphics to it.The other JPEG file also lets youtitle the CD, but in addition permitsyou to incorporate a graphicelement, such as an application ortool photo.

To obtain these files, visit theKennametal InfoNet.


Generic CD Label

CD Label with Tool Visual

CD Label with Application Visual



CD Case Cover9.02.1

CD Case CoverIt is easy to create case covers foryour CDs, thanks to JPEG filesmade especially for this purpose.Each JPEG lets you put the nameof your CD on the cover, for easyidentification. In addition, it ispossible to add an accent photo tothe cover, for added impact andfaster recognition.

To obtain a CD Case Cover JPEG,visit the Kennametal InfoNet.


Generic CD Case Cover

CD Case Cover with Tool Visual

CD Case Cover with Application Visual



PowerPoint Template9.03

PowerPoint TemplatePowerPoint is an importantbusiness tool that can helpstrengthen our brand when usedconsistently and well.

For this reason, a template existsthat makes it easy for you tocreate striking, easy-to-followpresentations that conform to ourcorporate standards. Simply point,click, and fill in the blanks, andyour presentation will cometogether in no time.

The new PowerPoint templatetakes its design cues from anotherelectronic form of media, our Website. Its clean appearanceenhances readability through theample use of white space. Theresult is a presentation that iseasier to read and follow, becauseit is not overloaded with text. Tomaintain this reader-friendlyappearance, strive to keep yourslides brief and impactful.

You can obtain the template at theKennametal InfoNet.


Use Arial font for allPowerPointpresentations.

✓

Corporate PowerPoint Template


E-Mail9.04

E-MailThe signature line on yourcorporate e-mail communicationscan be different depending onwhether your e-mail is text-only orHTML. In the case of an HTMLe-mail, your signature canincorporate graphics, like thecorporate signature. Text-only e-mails do not have this option.

NameTitleTitle Second LineKennametal Inc.AddressCity, State, Zip

[email protected]

PH: 000-000-0000Fax: 000-000-0000Cell: 000-000-0000

www.kennametal.com

NameTitleTitle Second LineKennametal Inc.AddressCity, State, Zip

[email protected]

PH: 000-000-0000Fax: 000-000-0000Cell: 000-000-0000

www.kennametal.com

®


E-mail Signature HTML E-Mail Signature Incorporating the Kennametal Signature with Tagline


Brand Implementation Standards · Kennametal Inc. is the world’s premier supplier of tooling,...

Documents

Transcript of Brand Implementation Standards · Kennametal Inc. is the world’s premier supplier of tooling,...