CANADA MÉXICO TAIWAN PUMP COMPANY ENGINEERED … · 2017-12-01 · BRAND RATIONALE Defining...

GROWING TOGETHER

MOVING TOGETHERB R A N D C O N T I N U I T Y G U I D E

PUMP & IRRIGATION

CANADA MÉXICO TAIWAN

ENGINEERED PRODUCTSPUMP COMPANY

FLINT & WALLING

CUSTOM CONTROLS

WATER SYSTEMS

ENVIRONMENTAL

C L A R U SE N V I R O N M E N T A L

TABLE OF CONTENTSW E L C O M E03 Letter from Leadership

04 Historical Overview

O V E R V I E W06 How to Use This Guide

07 Approvals, Reviews and Contacts

08 FAQs

B R A N D R A T I O N A L E

10 DefiningZoeller

13 Corporate Elevator Speech

14 Tagline and Name Usage

B R A N D I D E N T I T Y

16 Corporate Logo Guidelines and Usage

20 Meatball Guidelines and Usage

22 Font Usage

23 Clarus Environmental

WE ARE ALL RESPONSIBLE FOR OUR BRAND IMAGE

W E L C O M E Letter from Leadership

B R A N D C O N T I N U I T Y G U I D E ©2017 // Zoeller 3

IampleasedtopresenttheZoellerCompanyCorporateBrandContinuityGuide.ThisGuideisinplacetounifyour

marketingeffortsacrossallZoellerdivisionsbycreatingbrandcontinuityacrossallcommunicationchannelsinthe

marketplace.Ourgoalistobuilduponaconsistentbrandimageandcreatealookandfeelwithinthemarketthatis

unmistakablyrecognizedasTheZoellerCompanyanditsFamilyofWaterSolutions.

WeareallresponsibleformaintainingtheintegrityoftheZoellerbrand.Zoelleremployeeswithinalldivisionsand

subsidiariesareexpectedtofollowtheparametersoutlinedinthisContinuityGuideinallcommunications.While

our goal is not to create templates for our divisions, we instead strive for continuity that allows our marketing

departmentstheflexibilitytocatercommunicationsandcampaignstotheirspecificmarkets,allwhilemaintaining

theintegrityoftheparameterssetforwardinthisguide.Creatingthiscontinuityinthelookandfeelofourbranding

shouldpubliclyandeasilyidentifyeachdivisionaspartofthewhole–ZoellerCompany.

We also ask that our customers, representatives, and anyone presenting our product or name on our behalf follow

thisGuidetoprotectourbrandandthevalueswestandfor.

WithinthepagesofthisGuide,youwillfindparametersfortheuseofourlogos,taglines,brandcolors,graphic

styling,andmore.Ihopeyouwillfindthisinformationusefulandhelpful.Ifthereareaspectsregarding

applicationofourbrandthatarenotcoveredinthisGuide,CorporateMarketingshallbenotified.Furthermore,

the use of any branded material that is outside the scope of these parameters must receive prior approval from

ZoellerCorporateMarketing.

Ifyouhaveanyquestionsabouttheseguidelines,pleasecommunicatewithourCorporateMarketingDepartment.

ThankyouforrepresentingandbuildingupontheZoellerbrand.

Sincerely,

JohnA.Zoeller,PE,CEO

THIS IS ZOELLER COMPANY

W E L C O M E Historical Overview


ZoellerCompanyisfoundedbyAugust“Pop”Zoellerashebeginsdesigningandbuildingpedestalsump

pumpsinthebasementofhishome.

ZoelleracquiresAtoZCustomMolding,nowknownasLincolnIndustries,Inc.,inBoonville,Indiana.This

enablescontrolledmanufacturingofplasticcomponents.

Tosatisfycustomizedordersfortheindustrialandmunicipalmarkets,ZoellerEngineeredProductsis

started,offeringheavy-duty,solids-handlingandgrinderpumpsupto50HP.

ZoelleracquiresFlint&WallinginKendallville,Indiana.Asawell-knownandtrustedmanufacturerof

potable water pumps founded in 1866, Flint & Walling brings a new aspect of water solutions to the

Zoellerfamilyofcompanies.

ZoellerPumpCompanyisestablishedasadivision.BasedinLouisville,Kentucky,thislinemanufactures

residentialandlightcommercialpumpsformovingwaterupandout.

ZoellerTaiwanisestablishedinTaipeiwithfullengineering,sales,andmarketingstaffinadditionto

lightmanufacturing.

ZoellerOnsite,Zoeller’sonsitewatersolutionsdivision,isrenamedClarusEnvironmentaland

incorporatedintothefamilyofcompanies.

ZoellerCanadaisestablishedasalegalsalesofficeandwarehouseinTorontotobetterservethe

Canadianmarket.

ZoelleracquiresTulsarCanadainTorontoasitscustomcontrolpanelmanufacturerwithintheindustry.

ZoelleracquiresWolfPumpinAbernathy,Texastofurtherextendmanufacturingforcustomized

submersibleandturbinepumpsforindustrialandirrigationapplications.

ZoelleracquiresTruNorthComponents,anOEMmanufacturerofaircompressorsandvacuumpumpsin

Plymouth,Wisconsin,toallowmoreopportunitytomoveandtreatwaterwithair.

ZoellerlegallyincorporatesZoellerMéxicoasitssalesofficeanddistributioncenterinGuadalajara,Mexico.

1939

1986

1990

2000

2001

2004

2007

2012

2013

2014

2015

Throughpersistenceandacommitmenttonevercompromiseourcompanyvalues,ZoellerCompanynowhasfourth-

generationleadershipandistheoldestsubmersiblepumpmanufacturerintheUnitedStates.

Overview


USING THIS GUIDE

O V E R V I E W How to Use This Guide


ZoellerCompanyisagrowingcorporationthatdoesbusinessinmorethan50countries.Wecommunicatewiththe

worldincountlessways.TomaintainastrongbrandidentityamongalldivisionsthatmakeuptheZoellerFamilyof

WaterSolutions™,allmarketingcommunicationsshouldmeetthecriteriainthisBrandContinuityGuide.Tomakeit

easier,allcommunicationscanbebrokendownintotwocategories:inward-facingandoutward-facing.

INWARD-FACING COMMUNICATIONSThese include all communications that occur away from the public eye, such as internal emails, memos, meeting

notes,andinternalsignage.Inshort,ifitwillmorethanlikelyneverbeseenbyanyoneoutsideofZoellerora

Zoellersubsidiary,thenitisinward-facing.

OUTWARD-FACING COMMUNICATIONSOutward-facingcommunicationscarrygreaterresponsibilitybecausetheyrepresentZoellerCompanyasawhole

tothepublic.Theseencompasseverythingfromproductpackagingandlabelingtowebsitesandsignage–along

withallsales,marketing,andPRefforts.ItisimportantthateveryonewhointeractswithanydivisionofZoeller

Company – including vendors, representatives, customers, and competitors – is presented with a clear, consistent

impressionofourbrand.

PRODUCTION MATERIALSThecriteriainthisBrandContinuityGuideapplytoalloutward-facingmarketing,advertising,andpromotional

communications.Standardproductionmaterialssuchasinstallationinstructions,labels,cartons,etc.maynotbe

applicabletothefullextentandshouldbeapprovedattheMarketingDepartment’sdiscretion.

REVIEWING PROJECTS USING THIS GUIDEKeepthisGuideclose.It’stheeasiestwaytoensurethatyourprojectpresentsaclear,conciseimpressionofthe

Zoellerbrandandallourdivisions.Everythingyouneedforreviewinganycommunicationspieceorpromotional

itemcanbefoundinthisGuide,includingguidelinesforlogos,fonts,graphics,messaging,andmore.Comparing

your piece against these guidelines before you submit it for feedback should greatly expedite the approval and

publishingprocess.

Inadditiontofollowingtheseguidelines,itisvitalthateveryprojectisproofread,whetheritisinternaloroutward-

facing.Havesomeonewhoisnotasfamiliarwiththeprojectreviewitforspelling,grammar,correctphone

numbers,etc.Cleanandconsistentpresentationofcontentprotectsourbrand,growsnamerecognition,andbuilds

credibilitywithinourindustry.

BRAND CONTINUITY CONTACTS

O V E R V I E W Approvals, Reviews, and Contacts


LOUISVILLE, KYSALES AND MARKETING DIRECTOR(ZOELLER PUMP COMPANY, ZOELLER ENGINEERED PRODUCTS, CLARUS ENVIRONMENTAL)

MarkHuntebrinker|[email protected]

KENDALLVILLE, IN AND ABERNATHY, TXSALES AND MARKETING DIRECTOR (FLINT & WALLING, WOLF PUMP, STAR WATER SYSTEMS)

JustinRamsey|[email protected]

CANADAMARKETING AND BUSINESS DEVELOPMENT MANAGER(TULSAR CANADA, ZOELLER CANADA)

SherifYoussef|[email protected]

INTERNATIONALCORPORATE INTERNATIONAL SALES AND MARKETING MANAGER(ALL BRANDS)

JasonNett|[email protected]

CORPORATECORPORATE VP OF SALES & MARKETING(ALL BRANDS)

ScottLechner|[email protected]

DIGITAL MARKETING MANAGER (ALL BRANDS)

ColeenByrn|[email protected]

O V E R V I E W FAQs


FREQUENTLY ASKED QUESTIONSMAY I USE THE LOGO IN MY POWERPOINT PRESENTATION?

Yes.JustbesuretofollowthelimitationsandguidelinesoutlinedinthisGuide.

DO I NEED APPROVAL EVERY TIME I USE THE ZOELLER LOGO OR A DIVISION LOGO?

No.Onceyouhavepermissiontouseourlogosinyourmaterials,simplyfollowtheguidelinesandrulesfor

properlogousagefoundinthisdocument.Ifyouhavefurtherquestions,pleasecontactmarketing.

MAY I CHANGE THE ZOELLER LOGO?

No.Guidelinesforproperlogousageandrestrictionscanbefoundonpages18-22.Theseguidelinesand

restrictionsalsoapplytoalldivisionlogos.

MAY I USE THE IMAGES AND LOGOS FROM YOUR WEBSITE?

AslongasyouhavewrittenconsentfromZoellerCompanyoritsrelevantdivision.Justbesuretoconsult

thisGuideforproperusage.

WHAT TYPE OF RESOLUTION SHOULD I USE FOR ZOELLER COMPANY LOGOS?

Ifitisforuseonyourwebsiteoranydigitalmedia,alow-resfilewillsuityourneeds.Ifyouwillbeprinting

ourlogosonformalpromotionalmaterials,youwillneedahigh-resfile.Inthiscase,contactmarketing.

ARE THERE DIFFERENT GUIDELINES FOR INTERNATIONAL USAGE?

Onpage21ofthisGuide,you’llfindlogousageforourentitiesinCanada,Mexico,andTaiwan.Thesamelogo

guidelinesandbrandstandardsapplyperrelevantproductline.

Q:

A:

Q:

A:

Q:

A:

Q:

A:

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A:

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A:

BrandRationale

©2017 // Zoeller 9 B R A N D C O N T I N U I T Y G U I D E

B R A N D R A T I O N A L E Defining Zoeller


DEFINING ZOELLERBRAND POSITIONING STATEMENT A brand positioning statement is the message we want to convey to our audiences, including current customers,

potentialcustomers,vendors,partners,andthegeneralpublic.Itsimplifieswhatwestandforasacorporation,

what each of our divisions holds as a common purpose, and a basis by which we can gauge any decisions that

mayaffectourbrandimage.

Zoeller Brand Positioning:

Around the world, people dependontheZoellerfamily of companies and their products to move and treat water.

CORPORATE MANIFESTO Acorporatemanifestobreatheslifeintoourcompany’sbrandvalues.Itisapowerfulstatementthatshareswho

ourcompanyis,howweserveourcustomers,andwhythatmakesadifference.Themanifestoalsoservesasour

organization’srallyingcry,unifiesandinspiresinternalaudiences,andgivespurposetoeachaction

andtransaction.

Zoeller Company Manifesto:

Regardlessofthetypeofproductsacompanyoffers,whateverymanufacturerisreallybuildingisareputation.

AndatZoellerCompany,wecouldn’tbeprouderormoreprotectiveofthestronglegacywe’vebuiltfor

engineeringexcellence,productdurability,exceptionalservice,andhonestleadership.Wemaintainquality,

service,innovation,andintegrityineverythingwedo.

Throughoutthewaterindustryandbeyond,theZoellernameissynonymouswithdurability.AcrossallZoeller

brands,ourproductssimplyperformbetterandlastlonger.Itallcomesdowntothedetails.Wearemeticulous

ineverystepofourdesignandmanufacturingprocesses.Then,andthisiswherewedistinguishourselves,we

rigorouslytesteverysingleproduct–everysingletime.Thisvitalstepensuresthateveryoneofourproducts

works,everytime.Noonecanmatchthislevelofproductconfidence.So,whenyouseetheZoellername,you

canresteasyknowingthatourproductswilldeliver.Westakeourreputationonit.

Zoeller.Trusted.Tested.Tough.TM

CORE TENETSOurcoretenetsdefinethefunctionsofZoellerCompanyandtheproductsandservicesprovided

byeachofourdivisions.ThisishowwedefineourselvesastheZoellerFamilyofWaterSolutions™.

Water Movement In: Brings water in or toward a purpose – typically relating to groundwater or potable water

Water Movement Out: Removeswaterortakesitawayfromanarea–typicallyrelatingtowastewateroreffluent

Water Treatment: Prepares water to be used for its next purpose



CORE VALUES

DEFINING OUR BRAND

Ease of Business

LongView

Relational

FAMILYCOMMITMENT

Testing Protocol

Support

DEPENDABILITY

Vertical Integration

Strong Values

Dependable

Service

Responsive

American MadeDurable

Trustworthy

Good Support

Minimal Outsourcing

HonestGood People

Good Reputation

Customer Service

Small Company

Longevity

Tested

Caring

Ease of BusinessReliable

QualityFamily

PUMP COMPANY

WATER SYSTEMS

CANADA

PUMP COMPANY ENGINEERED PRODUCTS

CUSTOM CONTROLS ENVIRONMENTAL

ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS



BRAND ARCHITECTUREZoellerCompanyistheparentcompanyforavarietyofentities.Thechartbelowillustrateshowthesecompanies

allworktogethertocompletetheZoellerFamilyofWaterSolutions™.Themostimportanttakeawayfromthis

corporatestructureisthateachoftheseentitiesisanextensionoftheoverallZoellerbrandandtherefore

responsibleforitspublicimage.

PATHTOM

ARKET

CO

MP

ON

EN

TS (ExclusivetoZoeller) (ExclusivetoZoeller) (Provider of

Components)(Provider to OtherIndustries)

MA

NU

FA

CT

UR

ER

S

W A T E R M O V E M E N T I N

I N T ’ L S A L E S O F F I C E S C U S T O M E R S

Wholesale Distributors

Contractors

Engineers

Municipalities

O M N I - C H A N N E L

W A T E R M O V E M E N T O U T

W A T E R T R E A T M E N T

DIS

TR

IBU

TIO

N

T O E N D U S E R

(SharedwithinIndustry)

Retail

(Private Label)UtilitechH2O Pro

Etc.

E-commerce

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPSPUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS


CORPORATE ELEVATOR SPEECH

B R A N D R A T I O N A L E Corporate Elevator Speech

AnelevatorspeechisaquickglimpseatwhoZoelleris.Imagineyou’reridinginanelevator.Thestrangerbeside

youasks,“WhatisZoeller?”Youranswerdependsonhowlongyou’llbeintheelevatorandhowmuchthe

listenerwantstoknow.Inlessthan30seconds,youcansharebasicinformation.Ridingupanotherfewfloors

givesyoutimetoexplainwhoZoellerisandwhatwedo.Alongerridewithamorecuriousaudienceallowsyou

toprovideaninspiringmessageaboutthelastingpowerofZoeller’scorevalues.

BelowareexamplesofcorporateZoellerelevatorspeechesmeanttoinform,explain,orinspire.Eachperson’s

speechwillbedifferentbasedonindividualpersonalexperience.Thoughitshouldberehearsedandmemorized,

eachperson’selevatorspeechshouldexudethepassionheorshefeelsaboutanaspectofthecompany.Thisis

meant to engage your listener in further conversation and prompt deeper questions about who we are and why

wedowhatwedo.

INFORM Zoellerisafamilyofmanufacturingcompaniessupplyinghighlydependableproductsthatmoveandtreatwater

inresidential,commercial,andindustrialindustriesaroundtheglobe.

EXPLAINWe design, manufacture, and distribute a variety of water pumps, controls, and systems that are trusted to work

fromthemomenttheyareconnected.Weserveawiderangeofmovementandtreatmentneedsbeginningwith

movingwaterfromthegroundandendingwhenitisreturnedtotheground.

INSPIRETheZoellerfamilyofbrandsisnotonlyunitedintheirpurposeandproducts,butalsoinhowweoperate.We

putourcustomersfirst,insistonproductquality,andprovideeasy,exemplaryservice.Wefocusonbuildingtrust

throughhonoringourpersonalcommitmentsanddeliveringhigh-quality,dependableproducts.Simplyput,that’s

theZoellerway.


B R A N D R A T I O N A L E Tagline and Name Usage

TAGLINE

ZOELLER IN WRITTEN FORM

CORPORATE ENDORSEMENT

Trusted.Tested.Tough.

Zoeller Family of Water Solutions

Starts with positive attribute

Highlightsdifferentiatorofrigoroustesting

Action oriented

Conveys core value of dependability

Puts products in positive light

IftheZoellertaglineisusedaspartofthelogo,itshouldalwaysappearinAllerLight,upperandlowercase,and

letter-spacedasshownbelow.Thetaglineshouldonlyappearinblack,white,oroneoftheapprovedcorporate

colors.Butwhenthetaglineisusedasamajordesignelement–suchasaheadlineorgraphic–fonts,colors,letter

spacing,etc.,areuptothedesigner.Justbesuretogetfinalapprovalfromthemarketingdepartment.Inthesecases,

useoftheprimarylogowithoutthetaglineistherightchoice.

“Zoeller®Company”istheofficialnameofthecorporationwhichtheaffiliateddivisions/brandsfallunder.

Zoellerisaregisteredtrademark.Asuper-scripted“®”symbolmustbeincludedwiththefirstappearanceof

the“Zoeller®Company”nameinanybrochure,advertisement,correspondence,website,etc.The“®”symbol

isnotalegalrequirement,thereforethe“®”maybedroppedinanyadditionalappearancesof“Zoeller

Company”namewithinthesamepiece.

Whenreferringtothecorporatebrandonly,use“Zoeller®Company”atfirstreference.Afterthat,youmayuse

“ZoellerCompany”orsimply“Zoeller.”

InordertoleveragetheZoellernameandshowtherelationshipamongthedivisions,thistaglinemaybeused

whenappropriateforaudienceandcontextinpresentationsandothermarketingmedia.

Whenused,thisendorsementshouldappearinthebottomright-handcornerinUniversBoldItalic,anditmust

beusedwithasuperscript“TM.”Thismaybeusedin60%black,reverse,oranyprimarybrandcolor.

™

™

BrandIdentity


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WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

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CUSTOMIZED PUMPS


PRIMARY CORPORATE LOGO

B R A N D I D E N T I T Y Corporate Logo Guidelines and Usage

MeettheworkhorseoftheZoellerbrand,ZoellerCompany’sofficialcorporatelogo.Itisidentifiedbytwo

distinguishingcomponents:thetypographicelementandtheMeatball.Thistypographicelementwasmeticulously

designedwithspecificanglesinthe1950sbyBobZoeller,thesonofourfounder.Thoughthecompanylogoshave

undergoneafewrevisionsovertheyears,theintegrityofthistypographicdesignremains.

Inthislogo’sprimaryformat,theZoellernameandMeatballshouldbeshowninPantone® 347 along with the

registeredtrademarksymbolsthatshouldalwaysaccompanyeachofthem.Thisversionofthecorporatelogoshould

beyourfirstchoicewheneverpossible.Alternateversionsofthecorporatelogoareavailableanddisplayedinthis

Guide.However,alternatesshouldonlybeusedwhendesignorproductionissuesmakeitimpossibletoreproduce

theprimarylogoclearlyandcorrectly.

MEATBALLTYPOGRAPHIC ELEMENT

TYPOGRAPHIC REGISTERED TRADEMARKMEATBALL

REGISTERED TRADEMARK

[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofPantone® 347 may be used]

Keepingotherelementsacomfortabledistanceawayfromthelogowillgiveittheprominenceitrequiresinany

design.Otherelementsshouldalwaysmaintainaspaceequalinsizetothe“E”aroundallsidesofthelogoart.

To maintain readability and avoid print production limitations, the logo should never appear smaller than

1”(25mm)onanytraditionallyprintedmarketingmaterials.Exceptionsmaybemadeforcertainpromotional

materials,suchaspens,uponapprovalfromthemarketingdepartment.Whilethelogocanbelocatedinvarious

placeswithinadesign,itshouldneverbeplacedlessthan1/2”(13mm)awayfromthetrimedge.

Right side of Meatball is flushwiththeleftsideofthe typographic element

Typographic registration mark isinthebottomright,flush

with the bottom of the R

Both registration marks are the same size

Height of Meatball is equivalent to the bodyheightoftheZ

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

B R A N D C O N T I N U I T Y G U I D E©2017 // Zoeller 17


GRAPHIC PROPORTIONS

LOGO SAFE AREA

MINIMUM SIZE AND PLACEMENT

PUMP COMPANY

WATER SYSTEMS

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ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

1" (25 mm)

Tomaintainbrandconsistency,theZoellerCompanylogomustneverbealteredfromitsoriginalgraphicproportions.

ItisonlytobeusedinproportionwiththetypographicelementandMeatballasindicatedbelow.

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS


ALTERNATE CORPORATE LOGOS


Thesealternatelogosareintendedforusewhenproductionordesignrestrictionsmakeitdifficultorimpossibleto

reproducetheprimarylogotoitsstandards.Thevariationsthatfollowprovideacceptableoptionsforalternatives

totheprimarycorporatelogo.

LOGO VARIATIONS

PUMP COMPANY PUMP COMPANY

ENGINEERED PRODUCTS

ENGINEERED PRODUCTS

PUMP COMPANY

ENGINEERED PRODUCTS ENGINEERED PRODUCTS

CUSTOMIZED PUMPS

FLINT & WALLING

CUSTOMIZED PUMPS

FLINT & WALLING

WATER SYSTEMS WATER SYSTEMS WATER SYSTEMS

CUSTOM CONTROLS CUSTOM CONTROLS CUSTOM CONTROLS

ENVIRONMENTAL ENVIRONMENTAL ENVIRONMENTAL

CUSTOMIZED PUMPS

FLINT & WALLING


ENGINEERED PRODUCTS

ENGINEERED PRODUCTS

PUMP COMPANY


CUSTOMIZED PUMPS

FLINT & WALLING

CUSTOMIZED PUMPS

FLINT & WALLING




CUSTOMIZED PUMPS

FLINT & WALLING

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

Grayscale | 60% Black

This1-colorgrayscaleversionisshownin60%black.

[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofthecolorslistedbelowmaybeused]

Color Logo with Tagline

This2-colorversionisshownwiththetypographic

element and Meatball in Pantone® 347 and the tagline in

60%black.ThetaglinemayalsobeshowninPantone®

347forasingle-coloroption.Usageofthetaglinewith

the logo is not mandatory, but when it is used it should

bedisplayedintheconfigurationshownabove.The

taglineisjustifiedleftandrighttotheZoellernameand

placedoneandahalftaglineheightsbelowtheZ.

Reversed

Thisversionisshownwithallelementsinwhite.Theblack

box shown here is an illustrated example of a background

onlyandnotacontrolfieldaroundthelogo.

Applied Over a Pattern

Forapatternofdarkcolors,usewhiteforapplication.Inthe

case of patterns with lighter color schemes, apply the logo

inthe100%blackvariation.

Black and White

Thisversionisshownwithallelementsin100%black.

PUMP COMPANY

ENGINEERED PRODUCTS

CUSTOMIZED PUMPS

FLINT & WALLING

WATER SYSTEMS

CUSTOM CONTROLS

ENVIRONMENTAL

CANADA

MÉXICO

TAIWAN

PUMP & IRRIGATION

CANADA MÉXICO TAIWAN

ENGINEERED PRODUCTSPUMP COMPANY

FLINT & WALLING

CUSTOM CONTROLS

WATER SYSTEMS

ENVIRONMENTAL

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

B R A N D C O N T I N U I T Y G U I D E017©2 // Zoeller 19

LOGO RESTRICTIONS


TheZoellerCompanylogomustalwaysremaineasilyrecognizableandreadable.Nopartofthelogomaybealtered

inanyway,anditmustbereproducedonlyfromapprovedartwork.Belowareexamplesofunacceptableversions

oftheZoellerCorporatelogo.Theserestrictionsareinplacetomaintainbrandconsistency,andtheyapplytothe

primarylogoaswellastheapprovedalternateversions.

Do not stretch the logo horizontally or vertically.

Do not change the colors of the logo.

Do not crop the Meatball when it is part of the

primary logo.

Do not rotate the logo.

Do not change the typographic element.

Do not put an outline or frame around the logo.

Do not alter or rearrange the elements of the logo.

Do not remove the Meatball or registered trademark.

Do not skew the logo.

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

Zoeller

PUMP COMPANY

WATER SYSTEMS

CANADA

PUMP COMPANY

ENGINEERED PRODUCTS

CUSTOM CONTROLS

ENVIRONMENTAL

ENVIRONMENTAL

MÉXICO

TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS


THE MEATBALL

B R A N D I D E N T I T Y Meatball Guidelines and Usage

TheZoellerCompany’savatarisknownastheMEATBALL.ItisthesignatureoftheZoellerbrand,whichwasdesigned

toresembleanimpeller,thecommoncomponentofallpumpsmanufacturedbytheZoellerdivisions.Thispowerful

symbolproducesinstantbrandrecognitionandapowerfulself-presence.Duetoourbrandedhousestructure,the

Meatballisusedinthedivisionlogosasanendorsementfromtheparentcompany.

TheMeatballmustalwaysappearwiththeregisteredmarkinitsoriginalgraphicproportionsasindicatedbelow.

TheMeatballcanappearinawiderangeofoptions,dependingonthecircumstances.TheMeatballcanbeenlarged

tomassiveproportionsorreducedtoapea-sizedmark.Itcanbereproducedinalmostanyapplication,aslongasthe

correctoptionischosen.TheMeatballcanappearinblackoranyprimarybrandcolor.Also,Grayscalerulesapplyto

versionsinprimarybrandcolors.

MEATBALL VARIATIONS

OUTER CURVATURES

REGISTERED TRADEMARK

INNER TWO-VANE IMPELLER DESIGN

1-color

This is the preferred version of the

1-colorMeatball.Wheneverpossible,

thisshouldbeyourfirstchoice.

White

This version is to be reversed out of

photographsandcolorbackgrounds.

Grayscale | 60% Black

This is the preferred version of the

grayscaleMeatball.

Grayscale | Screened Back | Minimum 10% Black (10-60% acceptable depending on application)

This version is to be used behind type

and other design elements in any

approved corporate color as a supporting

graphicorwatermark.

Campaign Integration

Occasionally, the Meatball can be dressed up for special

campaignpromotions.Additionalelementsoralternate

treatments of the Meatball are permitted, provided they are

reviewedandapprovedbytheMarketingDepartment.

Do not stretch the Meatball horizontally or vertically.


B R A N D I D E N T I T Y Meatball Guidelines and Usage

MEATBALL CROPPING

MEATBALL RESTRICTIONS

AversatileapplicationoftheMeatballistocropitofftheedgeofalayout.TheMeatballmaybecroppedinmanyways,provideditisreviewedandapprovedbytheMarketingDepartment.Itmustalwaysremainrecognizablebyshowingnolessthan25%oftheMeatball.BelowaresomeexamplesofhowtheMeatballmaybecroppedinanyofitsvariations.

TheMeatballmustalwaysremaineasilyrecognizable.Itmayappearinmanyvariations,butitmustbereproducedonlyfromapprovedartworkinoneofZoeller’sprimarybrandcolors,showninthisguide,orareversedwhiteapplication.BelowareexamplesofunacceptablealterationsoftheMeatball.Theserestrictionsareinplacetomaintainbrandconsistency.

Do not rotate the Meatball.

Do not skew the Meatball.


FONT USAGE

B R A N D I D E N T I T Y Font Usage

OurcorporatefontsarethegraphicvoiceofZoellerCompany.Ouraudiencesexpecttoseeacertainlookfromour

products,ourdivisions,andourmarketingmaterials.Useofconsistentcorporatefonts,inanyoftheirvariations,

buildsbrandrecognitionandhelpseliminateconfusioninthemarketplace.Thefontsbelowshouldbeutilizedfor

bothprintanddigitalmarketingmedia,andtheentirefamilyofeachmaybeusedasdeemednecessary.

ArialNarrowBoldandVerdanaarecommononmostoperatingsystems.Thesetypefacesarethealternatefontswhen

producingemailsandusingMSOfficeproductstoproducedocumentsandPowerPointpresentations.Theentire

familyofeachfont,includingboldanditalicizedversions,maybeused.

PRIMARY / HEADLINES

MS OFFICE / ALTERNATE ELECTRONIC USE

SECONDARY / BODY COPY

SUPPORTIVE / CAPTIONS & PULL QUOTES

Aller, Light

AbCd ABCDEFGHI JKLMNOPQRSTUVWXYZabcdefgh i j k lmnopqrs tuvwxyz1234567890

Forza (Family)

Arial Narrow Bold (Headlines and captions only) Verdana (Body copy)

AbCd

AbCd AbCd

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Univers, Bold Condensed

AbCd A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0


CLARUS ENVIRONMENTAL

B R A N D I D E N T I T Y Clarus Environmental

ClarusEnvironmentalofferssustainableonsitewastewatertreatmentsolutionsforhomesandcommunities.Thebrand

imageofthisdivisionofZoellerCompanyusesabrightpurplecolortosignifywatertreatment.Specialattentionshould

begiventoreproducingthelogoandcolorswithinstrictguidelinesforcontinuity.TheZoellerCompanylogoguidelines,

restrictions,andfontusageapplytotheClarusEnvironmentalbrand(seepages18-22ofthisguide).

INFORM

ClarusEnvironmentalisasolutionsproviderforonsitewastewatertreatmentandmanagement.

EXPLAIN

Weoffersustainableenvironmentalproducts,solutions,andservicesforthecollection,treatment,anddispersalof

residentialandcommunitywastewater.

INSPIRE

Our team of experts takes great pride in matching each application with the right onsite solution to ensure we are

contributingtosafedispersaloftreatedwaterbackintotheground.

CLARUS ENVIRONMENTAL IN WRITTEN FORM

ELEVATOR SPEECH EXAMPLE

“ClarusEnvironmental”istheofficialnameofthisdivision.Itmaybewritteninthisformat,oritmaybe

shortenedto“Clarus”withincontextwhenthelogoand/orfullnameappearselsewherewithinapiece.

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS




ENGINEERED PRODUCTS

ENGINEERED PRODUCTS

PUMP COMPANY


CUSTOMIZED PUMPS

FLINT & WALLING

CUSTOMIZED PUMPS

FLINT & WALLING




CUSTOMIZED PUMPS

FLINT & WALLING

PRIMARY CLARUS ENVIRONMENTAL LOGO

ALTERNATE CLARUS ENVIRONMENTAL LOGOS

Grayscale | 60% Black This1-colorgrayscaleversion isshownin60%black.

Reversed This version is shown with all elementsinwhite.Theblackbox shown here is an illustrated example of a background only andnotacontrolfieldaroundthelogo.

Black and White This version is shown with all elementsin100%black.

One ColorThis version is shown with all elements in Pantone® 2726.

PUMP COMPANY

ENGINEERED PRODUCTS

CUSTOMIZED PUMPS

FLINT & WALLING

WATER SYSTEMS

CUSTOM CONTROLS

ENVIRONMENTAL

CANADA

MÉXICO

TAIWAN


ENGINEERED PRODUCTS

ENGINEERED PRODUCTS

PUMP COMPANY


CUSTOMIZED PUMPS

FLINT & WALLING

CUSTOMIZED PUMPS

FLINT & WALLING




CUSTOMIZED PUMPS

FLINT & WALLING

TheClarusEnvironmentallogoisidentifiedbythreedistinguishingcomponents:thetypographicelement,the

Meatball,andthedescriptorline.Inthislogo’sprimaryformat,theClarusnameandMeatballshouldbeshownin

Pantone®2726alongwiththeregisteredtrademarksymbolsthatshouldalwaysaccompanyeachofthem,andthe

descriptorlinebelowthetypographicelementshouldbeshownin60%black.The logo should always be displayed in

theproportionsshownbelow.ThisversionoftheClaruslogoshouldbeyourfirstchoicewheneverpossible.Alternate

versionsoftheClaruslogoareavailableanddisplayedbelow.However,alternatesshouldonlybeusedwhendesign

orproductionissuesmakeitimpossibletoreproducetheprimarylogoclearlyandcorrectly.

MEATBALLTYPOGRAPHIC

ELEMENT

TYPOGRAPHICREGISTERED TRADEMARK

MEATBALL REGISTERED TRADEMARK

DESCRIPTORLINE

[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofthePantone® colors may be used]

Alternateversionsofthislogoareintendedforusewhenproductionordesignrestrictionsmakeitdifficult

orimpossibletoreproducetheprimarylogotoitsstandards.

ENVIRONMENTAL

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS



Keepingotherelementsacomfortabledistanceawayfromthelogowillgiveittheprominenceitrequiresinanydesign.

OtherelementsshouldalwaysmaintainaspaceequalinsizetotheMeatballaroundallsidesofthelogoart.

To maintain readability and avoid print production limitations, the logo should never appear smaller than

1”(25mm)onanytraditionallyprintedmarketingmaterials.Exceptionsmaybemadeforcertainpromotional

materials,suchaspens,uponapprovalfromthemarketingdepartment.Whilethelogocanbelocatedinvarious

placeswithinadesign,itshouldneverbeplacedlessthan1/2”(13mm)awayfromthetrimedge.

LOGO SAFE AREA

MINIMUM SIZE AND PLACEMENT

1" (25 mm)

GRAPHIC PROPORTIONSTomaintainbrandconsistency,theClaruslogomustneverbealteredfromitsoriginalgraphicproportions.Itisonly

tobeusedinproportionwiththetypographicelement,Meatball,anddescriptorlineasindicatedbelow.

PUMP COMPANY

WATER SYSTEMS

CANADA



ENVIRONMENTAL

MÉXICO TAIWAN

FLINT & WALLING

FLINT & WALLING

CUSTOMIZED PUMPS

Descriptor is centered under the typographic element

Center of the Meatball isflushtothetopofthesmaller cap letters

Registered Trademarks areflushtothebottomof the Meatball and the typographic element and are the same size

Distance of the Meatball from the typographic element is equivilant

to half the width of the Meatball

Meatball height is equivilant to the height of the smaller cap letters



ColorreproductionisvitaltoproperusageoftheClarusbrand.Itdistinguishesourimageinthemarketplace.

Acceptablecoloroptionsareshownbelow.Caremustbetakenwhenreproducingcolorsonanycommunications.

Materialsandreproductionmethodsaffectcolorandmustbeconsideredandreviewedforaccuracy.

CLARUS ENVIRONMENTAL COLOR USAGE

PRIMARY PALETTE SECONDARY PALETTE

PANTONE® 2726 C

CMYK 81/70/0/0

RGB 72/92/170

HTML 485DAA

PANTONE® 7679 C

CMYK 79/80/17/4

RGB 89/61/130

HTML 593D82

PANTONE® 2292 CP

CMYK 48/0/92/0

RGB 145/200/76

HTML 91C84C

PROCESS CYAN C

CMYK 100/0/0/0

RGB 0/174/239

HTML 00AEEF

CLARUS ENVIRONMENTAL GRAPHIC TREATMENT

The hex patterns show connection & imply the science & process behind water treatment

Flowing Water

Bright,colorfulbackgroundswithsomesubtlevioletsaturation/Headlines,lineart&flowingwaterconvergewithphotographyin&outofpolygonshapes

GRAPHIC STYLES

Overlappingpolygon-influencedshapes

PHOTOGRAPHY STYLESExamples:

3649 Cane Run RoadLouisville, KY 40211-1961 USAclarusenvironmental.com

502-778-2731 ext. 5555800-928-7867 • fax 502-774-3624

cell 555-555-5555

John DoeJob [email protected]

Trusted. Tested. Tough.TM



CLARUS ENVIRONMENTAL APPLICATION EXAMPLESPRINT

BUSINESS CARDS

WEB

To maintain absolute consistency throughout the Clarus organization, the following business card standards were

developedforallClarusemployees.

3.5"(8.89cm)

Front

3.5"(8.89cm)

2.0"(5.08cm)

Logo placement and size

1.4”(3.556cm)

Name placement and fontArialBold-10pt

Title placement and fontArialItalic/Regular-6pt

Address and URL placement and font

ArialNarrowBoldItalic-7pt

Contact info placement and fontArialNarrowItalic-7pt

Tagline placement and fontArialBold-9pt

CANADA MÉXICO TAIWAN PUMP COMPANY ENGINEERED … · 2017-12-01 · BRAND RATIONALE Defining...

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Transcript of CANADA MÉXICO TAIWAN PUMP COMPANY ENGINEERED … · 2017-12-01 · BRAND RATIONALE Defining...