Corporate Identity Standards - Hastings Filters Inc. · CLARCOR Corporate Identity CLARCORbw...

For Registered and Trademarked Company & Product Logos and Names

Corporate Identity Standards

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Baldwin Filters’ company identification is our signature.It reflects who we are to our customers, employees,shareholders and suppliers. As a successful

manufacturer, as well as a sales and marketing company, wetake pride in our company and brand images.

There are two major objectives in establishing standardsfor company and brand images:

• Build Baldwin Filters’ recognition through theconsistent use of company signature and brandimages.

• Support the company and product brand identitiesthrough association with our parent company -CLARCOR.

Baldwin Filters’ company and brand identities can beused in several ways and in a variety of applications.

When properly applied, guidelines insure the correct andconsistent use throughout the organization and in themarketplace. The correct Baldwin Filters’ logos are availablethrough the Baldwin Filters Marketing CommunicationsDepartment. Always confirm you have the current version ofany logo before proceeding with a project utilizing BaldwinFilters’ logos.

Identity standards organize the visual impressions madeby a company and make them distinctive. The correctapplication and consistent use over time adds value to thename recognition and positive image of the company, itsoperations and products.

The purpose of this brochure is to increase awareness ofour identity and product logos by setting guidelines andregulations for consistent use.

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The Meaning of TrademarksWhat is a Trademark?

Atrademark is a word, phrase, symbol or design, orcombination of words, phrases, symbols or designs,which identifies and distinguishes the source of the

goods or services of one party from those of others. Aservice mark is the same as a trademark except that itidentifies and distinguishes the source of a service rather

than a product. Normally, a mark for goods appears on theproduct or on its packaging, while a service mark appears inadvertising for the services.

A trademark is different from a copyright or a patent. Acopyright protects an original artistic or literary work; apatent protects an invention.

Establishing Trademark Rights

Trademark rights arise from either (1) actual use of themark, or (2) the filing of a proper application toregister a mark in the United States Patent and

Trademark Office (PTO) stating that the applicant has a bonafide intention to use the mark in commerce regulated by theU.S. Congress.

Federal registration is not required to establish rights ina mark, nor is it required to begin use of a mark. However,federal registration can secure benefits beyond the rightsacquired by merely using a mark. For example, the owner of

a federal registration is presumed to be the owner of themark for the goods and services specified in the registration,and to be entitled to use the mark nationwide.

There are two related, but distinct types of rights in amark: the right to register and the right to use. Generally, thefirst party who either uses a mark in commerce or files anapplication in the PTO has the ultimate right to register thatmark. The PTO’s authority is limited to determining the rightto register.

Use of the “TM,” “SM” and “®” Symbols

Anyone who claims rights to a mark may use the TM(trademark) or SM (service mark) designation withthe mark to alert the public to the claim. It is not

necessary to have a registration, or even a pendingapplication, to use these designations. The claim may or maynot be valid. The registration symbol “®” may only be usedwhen the mark is registered in the United States Patent andTrademark Office. It is improper to use this symbol at any

point before the registration is issued. Therefore, it isimportant to include “®” when using a registered mark.

When a word or phrase is used without the logo symbol,“®” or “TM” should be displayed the first time the wordappears on a page. It does not have to be used thereafter. Ifa logo symbol appears more than once on a page or piece ofliterature, the “®” or “TM” should be included each time thelogo symbol appears.

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Baldwin Filters’ Company Identity

The Baldwin Filters company signature logo is shown in its entirety (see BFSig), including the corporate identification “aCLARCOR company,” the registration mark “®” and the address lines. The “BALDWIN” parallelogram should not beused without the stylized type “BALDWIN FILTERS” and the corporate identification “a CLARCOR company.” It is shown

in the proper proportions in which it should always appear. It should not be reset in another typeface or changed in any way.Second generation reproduction, such as using an already printed logo as reproductive copy, should be avoided. Always usefirst generation reproductive-quality logos such as slicks, negatives, veloxes or electronic logo files. Care must be given to notstretch, manipulate or distort.

If “Baldwin Filters” is used in text, it should appear with initial capital letters, generally in the same typeface as the copy.Example: “Baldwin Filters produces quality products.”

If printing in color where the logo is on a white background (see BFSig),the “BALDWIN” parallelogram portion of the company signature shouldappear in PMS 185 Red. The stylized type “BALDWIN FILTERS,” thecorporate identification “a CLARCOR company,” the registration mark “®”and the address lines should appear in black. This logo may be used onweb sites where a white background is used. This logo may also be usedon promotional items where a white or light background is used withapproval by Baldwin Filters Marketing Communications Department. It isinappropriate to use this logo on clothing and filter products.

BFSig

The CLARCOR corporate logo (see CLARCOR) is shown in the proper proportions in which it should always appear. Itshould not be reset in another typeface or changed in any way. Second generation reproduction, such as using an alreadyprinted logo as reproductive copy, should be avoided. Always use first generation reproductive-quality logos such as

slicks, negatives, veloxes or electronic logo files. Care must be given to not stretch, manipulate or distort. When the name “CLARCOR” is used in text, it should appear in all uppercase letters, generally in the same typeface as the

copy. Example: “The CLARCOR companies are committed to excellence.”The corporate logo should appear in CLARCOR Corporate blue PMS S-2360, S-0132 or PMS 542 Blue. All are acceptable.

The logo can also appear reversed in the corporate blue. This logo can be printed on a white or light background, with PMS454 Cream (see CLARCOR) as the preferred choice. It is permissible to print the logo black with a white background(see CLARCORbw) or white with a black background (see CLARCORREV), in the case of black and white literature.

If printing in color where the logo is on a light background(see BFSigLB), the “BALDWIN” parallelogram portion of the companysignature should appear in PMS 185 Red with a white border around it foraccent. The stylized type “BALDWIN FILTERS,” the corporate identification“a CLARCOR company,” the registration mark “®” and the address linesshould appear in black, so that all are easily readable. This logo may beused on web sites where a light background is used. This logo may also beused on promotional items where a light background is used with approvalby Baldwin Filters Marketing Communications Department. It isinappropriate to use this logo on clothing and filter products.

BFSigLB

CLARCOR

CLARCOR Corporate Identity

CLARCORbw CLARCORREV

If printing in color where the logo is on a dark background(see BFSigDB), the “BALDWIN” parallelogram portion of the companysignature should appear in PMS 185 Red with a white border around it foraccent. The stylized type “BALDWIN FILTERS,” the corporateidentification “a CLARCOR company,” the registration mark “®” and theaddress lines should appear in white, so that all are easily readable. Thislogo may be used on web sites where a dark background is used. This logomay also be used on promotional items where a dark background is usedwith approval by Baldwin Filters Marketing Communications Department.It is inappropriate to use this logo on clothing and filter products.

BFSigDB

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If printing in one-color black on white or color paper stock where thelogo is on a light grayscale background (see BFSigLBbw), the “BALDWIN”parallelogram portion of the company signature should appear in blackwith a white border around it for accent. The stylized type “BALDWINFILTERS,” the corporate identification “a CLARCOR company,” theregistration mark “®” and the address lines should appear in black, so thatall are easily readable. (On color paper stock, the white areas will appearas the color of the paper.) The use of this logo in any color other than blackrequires approval by Baldwin Filters Marketing CommunicationsDepartment. This logo may be used on promotional items where a lightbackground is used with approval by Baldwin Filters MarketingCommunications Department. It is inappropriate to use this logo on websites, clothing and filter products.

BFSigLBbw

If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background (see BFSigDBbw), the“BALDWIN” parallelogram portion of the company signature shouldappear in black with a white border around it for accent. The stylized type“BALDWIN FILTERS,” the corporate identification “a CLARCORcompany,” the registration mark “®” and the address lines should appearin white, so that all are easily readable. (On color paper stock, the whiteareas will appear as the color of the paper.) The use of this logo in anycolor other than black requires approval by Baldwin Filters MarketingCommunications Department. This logo may be used on promotionalitems where a dark background is used with approval by Baldwin FiltersMarketing Communications Department. It is inappropriate to use thislogo on web sites, clothing and filter products.

BFSigDBbw

For promotional items only. If printing in one-color white where thelogo is on a dark background (see BFSigREV), the “BALDWIN”parallelogram, the stylized type “BALDWIN FILTERS,” the corporateidentification “a CLARCOR company,” the registration mark “®” and theaddress lines should appear in white, so that all are easily readable. Thislogo may be used on promotional items where a dark background is usedwith approval by Baldwin Filters Marketing Communications Department.It is inappropriate to use this logo in print or on web sites, clothing andfilter products.

BFSigREV

Company Signature Logo Address Lines

It is permissible to use the company signature logo without the address lines; however, when used, the address text linesshould be set flush left in Eras Medium typeface (see BFSig). Line spacing should be equal to the size of the type. Example:10 point Eras Medium on 10 point line spacing. The square (�) dividers should be set in Zapf Dingbats and are 3 point

sizes smaller than the Eras Medium text. The size of type used on the address lines should be approximately 30%–35% of thestylized type “BALDWIN FILTERS.” If “BALDWIN FILTERS” is 24 point type, the address lines should be 8 point. Care mustbe taken to keep the address lines in proportion; however, the address should at all times reflect good readability. The logo,including the address lines, is offered as a total graphic for your use.

On items requiring a return address, such as envelopes and mailing envelopes, it is appropriate to use the companysignature without the phone and fax numbers and internet address.

If printing in one-color black where the logo is on white or color paperstock (see BFSigbw), the “BALDWIN” parallelogram, the stylized type“BALDWIN FILTERS,” the corporate identification “a CLARCOR company,”the registration mark “®” and the address lines should appear in black. (Oncolor paper stock, the white areas will appear as the color of the paper.)The use of this logo in any color other than black requires approval byBaldwin Filters Marketing Communications Department. This logo may beused on promotional items where a white or light background is used withapproval by Baldwin Filters Marketing Communications Department. It isinappropriate to use this logo on web sites, clothing and filter products.

BFSigbw

Baldwin Filters’ Brand Identity

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Baldwin Filters’ Brand Identity, Standard Logos

The Baldwin Filters double parallelogram brand logo is shown in its entirety (see BFBrand), including the registrationmark “®.” It is shown in the proper proportions in which it should always appear. It should not be reset in anothertypeface or changed in any way. Second generation reproduction, such as using an already printed logo as

reproductive copy, should be avoided. Always use first generation reproductive-quality logos such as slicks, negatives, veloxesor electronic logo files. Care must be given to not stretch, manipulate or distort.

If printing in color where the logo is on a white background(see BFBrand), the top parallelogram should appear in PMS 185 Red withthe word “BALDWIN” in white and the second parallelogram should appearin white with a black outline and the word “FILTERS” appearing in black.The registration mark “®” should appear in black. This logo may be usedon web sites where a white background is used and on promotional itemsand clothing where a white or light background is used. It is inappropriateto use this logo on filter products. BFBrand

If printing in one-color black where the logo is on white or color paperstock (see BFBrandbw), the top parallelogram should appear in black withthe word “BALDWIN” in white and the second parallelogram should appearin white with a black outline and the word “FILTERS” appearing in black.The registration mark “®” should appear in black. (On color paper stock,the white areas will appear as the color of the paper.) The use of this logoin any color other than black requires approval by Baldwin FiltersMarketing Communications Department. This logo may be used onpromotional items and clothing where a white or light background is usedand on filter products. It is inappropriate to use this logo on web sites.

BFBrandbw

If printing in color where the logo is on a light background(see BFBrandLB), the top parallelogram should appear in PMS 185 Redwith the word “BALDWIN” in white and the second parallelogram shouldappear in white with a black outline and the word “FILTERS” appearing inblack. A white border should be incorporated around the combinedparallelograms for accent. The registration mark “®” should appear inblack, so that it is easily readable. This logo may be used on web sites,promotional items and clothing where a light background is used. It isinappropriate to use this logo on filter products

BFBrandLB

If printing in one-color black on white or color paper stock where thelogo is on a light grayscale background (see BFBrandLBbw), the topparallelogram should appear in black with the word “BALDWIN” in whiteand the second parallelogram should appear in white with a black outlineand the word “FILTERS” appearing in black. A white border should beincorporated around the combined parallelograms for accent. Theregistration mark “®” should appear in black, so that it is easily readable.(On color paper stock, the white areas will appear as the color of thepaper.) The use of this logo in any color other than black requires approvalby Baldwin Filters Marketing Communications Department. This logo maybe used on promotional items where a light background is used. It isinappropriate to use this logo on web sites, clothing and filter products.

BFBrandLBbw

If printing in color where the logo is on a dark background(see BFBrandDB), the top parallelogram should appear in PMS 185 Redwith the word “BALDWIN” in white and the second parallelogram shouldappear in white with a black outline and the word “FILTERS” appearing inblack. A white border should be incorporated around the combinedparallelograms for accent. The registration mark “®” should appear inwhite, so that it is easily readable. This logo may be used on web sites,promotional items and clothing where a dark background is used. It isinappropriate to use this logo on filter products.

BFBrandDB

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If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background (see BFBrandDBbw), thetop parallelogram should appear in black with the word “BALDWIN” inwhite and the second parallelogram should appear in white with a blackoutline and the word “FILTERS” appearing in black. A white border shouldbe incorporated around the combined parallelograms for accent. Theregistration mark “®” should appear in white, so that it is easily readable.(On color paper stock, the white areas will appear as the color of thepaper.) The use of this logo in any color other than black requires approvalby Baldwin Filters Marketing Communications Department. This logo maybe used on promotional items where a dark background is used. It isinappropriate to use this logo on web sites, clothing and filter products.

BFBrandDBbw

BFBrandREV

If printing in color where the logo is on a whitebackground (see BFHDPBrand and BFHDPStackBrand), thetop parallelogram should appear in PMS 185 Red with theword “BALDWIN” in white and the second parallelogramshould appear in white with a black outline and the word“FILTERS” appearing in black. The stylized type “Heavy-DutyPerformance” and the registration mark “®” should appear inblack. This logo may be used on web sites where a whitebackground is used and on promotional items and clothingwhere a white or light background is used. It is inappropriateto use this logo on filter products.

BFHDPBrand BFHDPStackBrand

BFHDPBrandLB BFHDPStackBrandLB

If printing in color where the logo is on a dark background(see BFHDPBrandDB and BFHDPStackBrandDB), the topparallelogram should appear in PMS 185 Red with the word“BALDWIN” in white and the second parallelogram shouldappear in white with a black outline and the word “FILTERS”appearing in black. A white border should be incorporatedaround the combined parallelograms for accent. The stylizedtype “Heavy-Duty Performance” and the registration mark “®”should appear in white, so that both are easily readable. Thislogo may be used on web sites, promotional items andclothing where a dark background is used. It is inappropriateto use this logo on filter products.

BFHDPBrandDB BFHDPStackBrandDB

If printing in color where the logo is on a light background(see BFHDPBrandLB and BFHDPStackBrandLB), the topparallelogram should appear in PMS 185 Red with the word“BALDWIN” in white and the second parallelogram shouldappear in white with a black outline and the word “FILTERS”appearing in black. A white border should be incorporatedaround the combined parallelograms for accent. The stylizedtype “Heavy-Duty Performance” and the registration mark “®”should appear in black, so that both are easily readable. Thislogo may be used on web sites, promotional items andclothing where a light background is used. It is inappropriateto use this logo on filter products.

For promotional items only. If printing in one-color white where thelogo is on a dark background (see BFBrandREV), the top parallelogramshould appear in white with the word “BALDWIN” as the background andthe second parallelogram should appear as the background with a whiteoutline and the word “FILTERS” appearing in white. The registration mark“®” should appear in white, so that it is easily readable. It is inappropriateto use this logo in print or on web sites, clothing and filter products.

Baldwin Filters’ Brand Identity, Heavy-Duty Performance Logos

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If printing in one-color black where the logo is on whiteor color paper stock (see BFHDPBrandbw andBFHDPStackBrandbw), the top parallelogram should appearin black with the word “BALDWIN” in white and the secondparallelogram should appear in white with a black outline andthe word “FILTERS” appearing in black. The stylized type“Heavy-Duty Performance” and the registration mark “®”should appear in black. (On color paper stock, the white areaswill appear as the color of the paper.) The use of this logo inany color other than black requires approval by Baldwin FiltersMarketing Communications Department. This logo may beused on promotional items and clothing where a white or lightbackground is used. It is inappropriate to use this logo on websites and filter products.

BFHDPBrandbw BFHDPStackBrandbw

Baldwin Filters’ Brand Identity, Heavy-Duty Performance Logos

If printing in one-color black on white or color paper stockwhere the logo is on a light grayscale background (seeBFHDPBrandLBbw and BFHDPStackBrandLBbw), the topparallelogram should appear in black with the word“BALDWIN” in white and the second parallelogram shouldappear in white with a black outline and the word “FILTERS”appearing in black. A white border should be incorporatedaround the combined parallelograms for accent. The stylizedtype “Heavy-Duty Performance” and the registration mark “®”should appear in black, so that both are easily readable. (Oncolor paper stock, the white areas will appear as the color ofthe paper.) The use of this logo in any color other than blackrequires approval by Baldwin Filters MarketingCommunications Department. This logo may be used onpromotional items where a light background is used. It isinappropriate to use this logo on web sites, clothing and filterproducts.

BFHDPBrandLBbw BFHDPStackBrandLBbw

If printing in one-color black on white or color paperstock where the logo is on a dark grayscale orblack background (see BFHDPBrandDBbw andBFHDPStackBrandDBbw), the top parallelogram shouldappear in black with the word “BALDWIN” in white and thesecond parallelogram should appear in white with a blackoutline and the word “FILTERS” appearing in black. A whiteborder should be incorporated around the combinedparallelograms for accent. The stylized type “Heavy-DutyPerformance” and the registration mark “®” should appear inwhite, so that both are easily readable. (On color paper stock,the white areas will appear as the color of the paper.) The useof this logo in any color other than black requires approval byBaldwin Filters Marketing Communications Department. Thislogo may be used on promotional items where a darkbackground is used. It is inappropriate to use this logo on websites, clothing and filter products.

BFHDPBrandDBbw BFHDPStackBrandDBbw

For promotional items only. If printing in one-color whitewhere the logo is on a dark background(see BFHDPBrandREV and BFHDPStackBrandREV), the topparallelogram should appear in white with the word“BALDWIN” as the background and the second parallelogramshould appear as the background with a white outline and theword “FILTERS” appearing in white. The stylized type “Heavy-Duty Performance” and the registration mark “®” shouldappear in white, so that both are easily readable. It isinappropriate to use this logo in print or on web sites,clothing and filter products.

BFHDPBrandREV BFHDPStackBrandREV

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If printing in color where the logo is on a white or light background (seeBFHighVelocity), the stylized “V” should appear in PMS 185 Red. Thestylized type “HIGH” and “elocity Dual-Flow,” the swooshes and thetrademark “™” should appear in black. The top parallelogram of theBaldwin Filters double parallelogram should appear in PMS 185 Red withthe word “BALDWIN” in white and the second parallelogram should appearin white with a black outline and the word “FILTERS” appearing in black.A white border should be incorporated around the combinedparallelograms for accent. This logo may be used on web sites,promotional items and clothing where a white or light background is used.It is inappropriate to use this logo on filter products.

Baldwin Filters High Velocity

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background (seeBFHighVelocitybw), the stylized type “HIGH Velocity Dual-Flow,” theswooshes and the trademark “™” should appear in black. The topparallelogram of the Baldwin Filters double parallelogram should appear inblack with the word “BALDWIN” in white and the second parallelogramshould appear in white with a black outline and the word “FILTERS”appearing in black. A white border should be incorporated around thecombined parallelograms for accent. (On color paper stock, the whiteareas will appear as the color of the paper.) The use of this logo in anycolor other than black requires approval by Baldwin Filters MarketingCommunications Department. This logo may be used on promotionalitems and clothing where a white or light background is used and on filterproducts. It is inappropriate to use this logo on web sites.

If printing in color where the logo is on a dark background or inone-color black on white or color paper stock where the logo is on a darkgrayscale or black background (see BFHighVelocityDB), the stylized type“HIGH Velocity Dual-Flow,” the swooshes and the trademark “™” shouldappear in white. The top parallelogram of the Baldwin Filters doubleparallelogram should appear in black with the word “BALDWIN” in whiteand the second parallelogram should appear in white with a black outlineand the word “FILTERS” appearing in black. A white border should beincorporated around the combined parallelograms for accent. (On colorpaper stock, the white areas will appear as the color of the paper.) The useof this logo in any color other than black requires approval by BaldwinFilters Marketing Communications Department. This logo may be used onpromotional items and clothing where a dark background is used. It isinappropriate to use this logo on web sites and filter products.

BFHighVelocityDB

The following logo designs are shown in their entirety, including the registration mark “®” or trademark “TM”. Thelogos are shown in the proper proportions in which they should always appear. Where there is a stylized logotreatment, the logo should not be reset in another typeface or changed in any way. Second generation reproduction,

such as using an already printed logo as reproductive copy, should be avoided. Always use first generation reproductive-qualitylogos such as slicks, negatives, veloxes or electronic logo files. Care must be given to not stretch, manipulate or distort.

The use of these logos in any colors other than those assigned to each logo requires approval by Baldwin Filters MarketingCommunications Department.

BFHighVelocity

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Additional Baldwin Filters’ Product Logos

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If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background (with adequatecontrast against the stylized “O”) (see BFPartsProbebw), the stylized “O”should appear in 40% black. The stylized type “PARTS,” “PR,” “BE” and“Electronic Catalog” and the trademark “™” should appear in 100% black.The top parallelogram of the Baldwin Filters double parallelogram shouldappear in black with the word “BALDWIN” in white and the secondparallelogram should appear in white with a black outline and the word“FILTERS” appearing in black. A white border should be incorporatedaround the combined parallelograms for accent. (On color paper stock, thewhite areas will appear as the color of the paper.) The use of this logo inany color other than black requires approval by Baldwin Filters MarketingCommunications Department. This logo may be used on promotionalitems and clothing where a white or light background is used. It isinappropriate to use this logo on web sites and filter products.

If printing in color where the logo is on a white or light background(with adequate contrast against the stylized “O”) (see BFPartsProbe), thestylized “O” should appear in 40% black. The stylized type “PARTS,” “PR,”“BE” and “Electronic Catalog” and the trademark “™” should appear in100% black. The top parallelogram of the Baldwin Filters doubleparallelogram should appear in PMS 185 Red with the word “BALDWIN” inwhite and the second parallelogram should appear in white with a blackoutline and the word “FILTERS” appearing in black. A white border shouldbe incorporated around the combined parallelograms for accent. This logomay be used on web sites, promotional items and clothing where a whiteor light background is used. It is inappropriate to use this logo on filterproducts.

If printing in color where the logo is on a dark background (seeBFPartsProbeDB), the stylized “O,” the stylized type “PARTS,” “PR,” “BE”and “Electronic Catalog” and the trademark “™” should appear in white.The top parallelogram of the Baldwin Filters double parallelogram shouldappear in PMS 185 Red with the word “BALDWIN” in white and the secondparallelogram should appear in white with a black outline and the word“FILTERS” appearing in black. A white border should be incorporatedaround the combined parallelograms for accent. This logo may be used onweb sites, promotional items and clothing where a dark background isused. It is inappropriate to use this logo on filter products.

BFPartsProbeDB

BFPartsProbe

BFPartsProbebw

Baldwin Filters Parts Probe

If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background (see BFPartsProbeDBbw),the stylized “O,” the stylized type “PARTS,” “PR,” “BE” and “ElectronicCatalog” and the trademark “™” should appear in white. The topparallelogram of the Baldwin Filters double parallelogram should appear inBlack with the word “BALDWIN” in white and the second parallelogramshould appear in white with a black outline and the word “FILTERS”appearing in black. A white border should be incorporated around thecombined parallelograms for accent. (On color paper stock, the whiteareas will appear as the color of the paper.) The use of this logo in anycolor other than black requires approval by Baldwin Filters MarketingCommunications Department. This logo may be used on promotionalitems and clothing where a dark background is used. It is inappropriate touse this logo on web sites and filter products.

BFPartsProbeDBbw

Use of Additional Baldwin Filters’ Logos

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background(see BTAPLUSbw), the stylized type “BTA” should appear in white with ablack outline. The stylized type “PLUS” and “REPLACEMENT FOR DCA4”and the trademark “™” should appear in black. (On color paper stock, thewhite areas will appear as the color of the paper.) The use of this logo inany color other than black requires approval by Baldwin Filters MarketingCommunications Department. This logo may be used on promotionalitems and clothing where a white or light background is used and on filterproducts. It is inappropriate to use this logo on web sites.

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Use of Additional Baldwin Filters’ LogosBTA PLUS

If printing in color where the logo is on a white or light background(see BTAPLUS), the stylized type “BTA” should appear in PMS 185 Redwith a black outline. The stylized type “PLUS” and “REPLACEMENT FORDCA4” and the trademark “™” should appear in black. This logo may beused on web sites, promotional items and clothing where a white or lightbackground is used. It is inappropriate to use this logo on filter products.

If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background (see BTAPLUSDBbw), thestylized type “BTA” should appear in black with a white outline. Thestylized type “PLUS” and “REPLACEMENT FOR DCA4” and the trademark“™” should appear in white. (On color paper stock, the white areas willappear as the color of the paper.) The use of this logo in any color otherthan black requires approval by Baldwin Filters Marketing CommunicationsDepartment. This logo may be used on promotional items and clothingwhere a dark background is used. It is inappropriate to use this logo onweb sites and filter products.

BTAPLUSDBbw

BTAPLUS

If printing in color where the logo is on a dark background(see BTAPLUSDB), the stylized type “BTA” should appear in PMS 185 Redwith a white outline. The stylized type “PLUS” and “REPLACEMENT FORDCA4” and the trademark “™” should appear in white. This logo may beused on web sites, promotional items and clothing where a darkbackground is used. It is inappropriate to use this logo on filter products.BTAPLUSDB



If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background (see BTEbw),the stylized type “BTE” and the trademark “™” should appear in black. (Oncolor paper stock, the white areas will appear as the color of the paper.)The use of this logo in any color other than black requires approval byBaldwin Filters Marketing Communications Department. This logo may beused on promotional items and clothing where a white or light backgroundis used and on filter products. It is inappropriate to use this logo on websites.

BTEbw

BTEDB

If printing in color where the logo is on a dark background or in one-colorblack on white or color paper stock where the logo is on a dark grayscale orblack background (see BTEDB), the stylized type “BTE” and the trademark“™” should appear in white. (On color paper stock, the white areas will appearas the color of the paper.) The use of this logo in any color other than blackrequires approval by Baldwin Filters Marketing Communications Department.This logo may be used on web sites, promotional items and clothing where adark background is used. It is inappropriate to use this logo on filter products.

BTEIf printing in color where the logo is on a white or light background (see

BTE), the stylized type “T” should appear in PMS 185 Red. The stylizedtype “B” and “E” and the trademark “™” should appear in black. This logomay be used on web sites, promotional items and clothing where a whiteor light background is used. It is inappropriate to use this logo on filterproducts.

BTE

Controlled Release CoolantIf printing in color where the logo is on a white, light or dark background

(see ControlledRelease), the top left box should appear in PMS 185 Redwith the stylized type “Controlled RELEASE” in white. The “BFBrandDBbw”logo should be located above the stylized type “Controlled RELEASE.” Thebottom horizontal bar should appear in PMS 354 Green with the stylizedtype “COOLANT FILTER” in white. The dot pattern should appear in PMS354 Green. This logo may be used on web sites, promotional items andclothing where a white, light or dark background is used. It is inappropriateto use this logo on filter products.

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DAHL

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background (seeControlledReleasebw), the top left box should appear in black with thestylized type “Controlled RELEASE” in white. The “BFBrandDBbw” logoshould be located above the stylized type “Controlled RELEASE.” Thebottom horizontal bar should appear in black with the stylized type“COOLANT FILTER” in white. The dot pattern should appear in black. (Oncolor paper stock, the white areas will appear as the color of the paper.)The use of this logo in any color other than black requires approval byBaldwin Filters Marketing Communications Department. This logo may beused on promotional items and clothing where a white or light backgroundis used and on filter products. It is inappropriate to use this logo on websites.

If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background (seeControlledReleaseDBbw), the top left box should appear in white with thestylized type “Controlled RELEASE” in black. The “BFBrandbw” logo shouldbe located above the stylized type “Controlled RELEASE.” The bottomhorizontal bar should appear in white with the stylized type “COOLANTFILTER” in black. The dot pattern should appear in white. (On color paperstock, the white areas will appear as the color of the paper.) The use of thislogo in any color other than black requires approval by Baldwin FiltersMarketing Communications Department. This logo may be used onpromotional items and clothing where a dark background is used. It isinappropriate to use this logo on web sites and filter products.

ControlledReleaseDBbw

ControlledReleasebw

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If printing in color where the logo is on a white, light or darkbackground (see DAHL), the top parallelogram should appear in PMS 185Red with the word “DAHL,” the filter symbol and the registration mark “®”in white and the second parallelogram should appear in white with a blackoutline and the word “BALDWIN” appearing in black. On light or darkbackgrounds, a white border should be incorporated around the combinedparallelograms for accent. This logo may be used on web sites where awhite, light or dark background is used and on promotional items andclothing where a white, light or dark background is used. This is the logoused on DAHL/BALDWIN filter product labels with the white areasappearing as the silver of the label.

Controlled Release Coolant (Cont’d.)

DAHL


13


If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light or dark grayscale background (seeDAHLbw), the top parallelogram should appear in black with the word“DAHL,” the filter symbol and the registration mark “®” in white and thesecond parallelogram should appear in white with a black outline and theword “BALDWIN” appearing in black. On light or dark backgrounds, awhite border should be incorporated around the combined parallelogramsfor accent. (On color paper stock, the white areas will appear as the colorof the paper.) The use of this logo in any color other than black requiresapproval by Baldwin Filters Marketing Communications Department. Thislogo may be used on promotional items and clothing where a white, lightor dark background is used. It is inappropriate to use this logo on web sitesand filter products.

DAHLbw

If printing in color where the logo is on a white or light background (seeFleetStrip), the stylized type “FleetStrip” should appear in PMS 185 Red.The trademark “™” should appear in black. This logo may be used on websites, promotional items and clothing where a white or light background isused and on filter products.

FleetStrip

FleetStrip

DAHL (Cont’d.)

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background (seeFleetStripbw), the stylized type “FleetStrip” and the trademark “™” shouldappear in black. (On color paper stock, the white areas will appear as thecolor of the paper.) The use of this logo in any color other than blackrequires approval by Baldwin Filters Marketing CommunicationsDepartment. This logo may be used on promotional items and clothingwhere a white or light background is used and on filter products. It isinappropriate to use this logo on web sites.

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Severe ServiceIf printing in full color where the logo is on a white or light background

(see SevereServiceChrom), the logo should appear as a four-color processembossed chrome tag with the registration mark “®” in black. This logomay be used on web sites where a white or light background is used. It isinappropriate to use this logo on promotional items, clothing and filterproducts.

SevereServiceChrom

If printing in full color where the logo is on a dark background(see SevereServiceChromDB), the logo should appear as a four-colorprocess embossed chrome tag with the registration mark “®” in white. Thislogo may be used on web sites where a dark background is used. It isinappropriate to use this logo on promotional items, clothing and filterproducts.

SevereServiceChromDB

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background(see SevereServiceChrombw), the logo should appear as a grayscaleembossed chrome tag with the registration mark “®” in black. (On colorpaper stock, the white areas will appear as the color of the paper.) The useof this logo in any color other than black requires approval by BaldwinFilters Marketing Communications Department. It is inappropriate to usethis logo on web sites, promotional items, clothing and filter products.

If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background(see SevereServiceChromDBbw), the logo should appear as a grayscaleembossed chrome tag with the registration mark “®” in white. (On colorpaper stock, the white areas will appear as the color of the paper.) The useof this logo in any color other than black requires approval by BaldwinFilters Marketing Communications Department. It is inappropriate to usethis logo on web sites, promotional items, clothing and filter products.

SevereServiceChromDBbw

SevereServiceChrombw

Use of Additional Baldwin Filters’ LogosFleetStrip (Cont’d.)

If printing in color where the logo is on a dark background or inone-color black on white or color paper stock where the logo is on a darkgrayscale or black background (see FleetStripDB), the stylized type“FleetStrip” and the trademark “™” should appear in white. (On colorpaper stock, the white areas will appear as the color of the paper.) The useof this logo in any color other than black requires approval by BaldwinFilters Marketing Communications Department. This logo may be used onweb sites, promotional items and clothing where a dark background is

FleetStripDB

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If printing on filter products (see SevereService), the stylized type“SEVERE” should appear as the background in a black bar with the stylizedtype “SERVICE” appearing in black in a bar the color of the background.The registered mark “®” should appear in black. This logo may be used onpromotional items and clothing and in print where a white or lightbackground is used. It is inappropriate to use this logo on web sites. SevereService

Severe Service (Cont’d.)

Using Registered and Trademarked Names in Text

Baldwin Filters’ Product Names ____________________________BTA PLUS™ (logo)

BTE™ (logo)

DAHL®

DAHL/BALDWIN™ (logo)

FleetStrip™ (logo)

High Velocity Dual-Flow™ (logo)

HydroShield™

Long Life™

Microglass™

Microlite®

MPG™ (Maximum Performance Glass)

Parts Probe™ (logo)

PermaPleat®

Severe Service® (logo)

Vac-Cel®

The following registered and trademarked names should always appear as they are shown below. Note that several appearin all capital letters, while others have unique combinations of upper and lower case letter. For example, “BTA PLUS™

is used in systems containing 0% to 60% Glycol antifreeze. Use FleetStrip™ coolant test kits to test freeze point, nitriteand molybdate levels in coolant systems.”

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If printing in color where the logo is on a dark background and the red horizontalline would not be visible (see HFBrandDBWhiteLine and HFSigDBWhiteLine), thestylized “H” portion of the logo should appear in PMS 540 Blue and PMS 187 Redwith a white border around it for accent. The stylized type “HASTINGS” and“PREMIUM FILTERS,” the horizontal line under the stylized type “HASTINGS,” theregistration mark “®” and the address lines should appear in white. The brand logomay be used on web sites, promotional items and clothing where a dark backgroundis used and the red horizontal line would not be visible. The company signature logomay be used on web sites where a dark background is used and the red horizontalline would not be visible. This logo may also be used on promotional items wherea dark background is used and the red horizontal line would not be visible withapproval by Baldwin Filters Marketing Communications Department. It isinappropriate to use the company signature logo on clothing. It is inappropriate touse either of these logos on filter products.

HFBrandDBWhiteLine

HFSigDBWhiteLine

If printing in color where the logo is on a white or light background(see HFBrand and HFSig), the stylized “H” portion of the logo should appear inPMS 540 Blue and PMS 187 Red. The stylized type “HASTINGS” and “PREMIUMFILTERS,” the registration mark “®” and the address lines should appear in PMS540 Blue. The horizontal line under the stylized type “HASTINGS” should appearin PMS 187 Red. The brand logo may be used on web sites, promotional items andclothing where a white or light background is used. The company signature logo maybe used on web sites where a white or light background is used. This logo may alsobe used on promotional items where a white or light background is used withapproval by Baldwin Filters Marketing Communications Department. It isinappropriate to use the company signature logo on clothing. It is inappropriate touse either of these logos on filter products.

Hastings Premium Filters’ Brand & Company Identity

The Hastings Premium Filters’ brand logo (HFBrand) and the company signature logo (HFSig) are shown in their entirety,including the registration mark “®” and the address lines. The Hastings logos include the stylized “H” and the stylizedtype “HASTINGS” and “PREMIUM FILTERS” and should not be altered. They are shown in the proper proportions in

which they should always appear. They should not be reset in another typeface or changed in any way. Second generationreproduction, such as using an already printed logo as reproductive copy, should be avoided. Always use first generationreproductive-quality logos such as slicks, negatives, veloxes or electronic logo files. Care must be given to not stretch,manipulate or distort.

If “Hastings Premium Filters” is used in text, it should appear with initial capital letters, generally in the same typeface asthe copy. Example: “Hastings Premium Filters produces quality products.”

HFBrand

HFSig

If printing in color where the logo is on a dark background and the red horizontalline would be visible (see HFBrandDBRedLine and HFSigDBRedLine), the stylized“H” portion of the logo should appear in PMS 540 Blue and PMS 187 Red with awhite border around it for accent. The stylized type “HASTINGS” and “PREMIUMFILTERS,” the registration mark “®” and the address lines should appear in white.The horizontal line under the stylized type “HASTINGS” should appear in PMS 187Red. The brand logo may be used on web sites, promotional items and clothingwhere a dark background is used and the red horizontal line would be visible. Thecompany signature logo may be used on web sites where a dark background is usedand the red horizontal line would be visible. This logo may also be used onpromotional items where a dark background is used and the red horizontal linewould be visible with approval by Baldwin Filters Marketing CommunicationsDepartment. It is inappropriate to use the company signature logo on clothing. It isinappropriate to use either of these logos on filter products.

HFBrandDBRedLine

HFSigDBRedLine

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Company Signature Logo Address Lines

It is permissible to use the company signature logos without the address lines; however, when used, the address text linesshould be set flush left in Helvetica Medium typeface. Line spacing should be equal to the size of type. Example: 10 pointHelvetica Medium on 10 point line spacing. The square (�) dividers should be set in Zapf Dingbats and are 3 point sizes

smaller than the Helvetica text. The size of type used on the address lines should be approximately 20% of the stylized type“HASTINGS.” If “HASTINGS” is 60 point type, the address lines should be 12 point. Care must be taken to keep the addresslines in proportion; however, the address should at all times reflect good readability. The logo, including the address lines, isoffered as a total graphic for your use. In addition to the standard Hastings Premium Filters logo with address lines, there areoptional versions with the address to the right of the logo, to which the above rules should be applied. On items requiring areturn address, such as envelopes and mailing envelopes, it is appropriate to use the company signature without the phoneand fax numbers and internet address.

Hastings Premium Filters’ Brand & Company Identity

If printing in one-color black on white or color paper stock where the logo is ona dark grayscale or black background (see HFBrandDBbw and HFSigDBbw), thestylized “H,” the stylized type “HASTINGS” and “PREMIUM FILTERS,” thehorizontal line under the stylized type “HASTINGS,” the registration mark “®” andthe address lines should appear in white. (On color paper stock, the white areas willappear as the color of the paper.) The use of these logos in any color other thanblack or PMS 540 requires approval by Baldwin Filters Marketing CommunicationsDepartment. The brand logo may be used on promotional items and clothing wherea dark background is used. The company signature logo may be used onpromotional items where a dark background is used with approval by Baldwin FiltersMarketing Communications Department. It is inappropriate to use the companysignature logo on clothing. It is inappropriate to use either of these logos on websites and filter products.

HFBrandDBbw

HFSigDBbw

On packaging or printed pieces echoing the packaging look(see HFBrandPackaging), the stylized “H” portion of the logo should appear in PMS540 Blue and PMS 187 Red on a PMS 113 Yellow background. The swish through thestylized “H” should appear in white. The stylized type “HASTINGS” and “PREMIUMFILTERS” and the registration mark “®” should appear in white on a PMS 540 Bluebackground. The horizontal line under the stylized type “HASTINGS” should appearin PMS 187 Red. Unless echoing the packaging look, this logo is not appropriate foruse on web sites, promotional items, clothing and filter products.

HFBrandPackaging

If printing on filter products (see HFBrandProduct), the stylized “H” portion of thelogo, the stylized type “HASTINGS” and “PREMIUM FILTERS,” the horizontal lineunder the stylized type “HASTINGS” and the registration mark “®” should appear inblack or PMS 540 Blue, with blue being the preferred choice. It is inappropriate to usethis logo in print or on web sites, promotional items and clothing.

HFBrandProduct

If printing in one-color (black or PMS 540 Blue) where the logo is on white orcolor paper stock or where the logo is on a light grayscale background (seeHFBrandbw and HFSigbw), the stylized “H” portion of the logo should appear withthe left side of the “H” at 100% of the ink color chosen and the right side at 60% ofthe ink color chosen. The stylized type “HASTINGS” and “PREMIUM FILTERS,” thehorizontal line under the stylized type “HASTINGS,” the registration mark “®,” andthe address lines should appear at 100% of the ink color chosen. (On color paperstock, the white swish through the stylized “H” will appear as the color of the paper.)The use of these logos in any color other than black or PMS 540 requires approvalby Baldwin Filters Marketing Communications Department. The brand logo may beused on promotional items and clothing where a white or light background is used.The company signature logo may be used on promotional items where a white orlight background is used with approval by Baldwin Filters MarketingCommunications Department. It is inappropriate to use the company signature logoon clothing. It is inappropriate to use either of these logos on web sites and filterproducts.

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Use of Additional Hastings Premium Filters’ Logos

If printing in color (see CASITE), the inner oval should appear in PMS185 Red with the stylized type “CASITE FILTERS” and the registration mark“®” in white. The inner oval should be surrounded by a white oval with ablack outline. This logo may be used on web sites, promotional items andclothing. It is inappropriate to use this logo on filter products.

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light or dark grayscale background(see CASITEbw), the inner oval should appear in black with the stylizedtype “CASITE FILTERS” and the registration mark “®” in white. The inneroval should be surrounded by a white oval with a black outline. (On colorpaper stock, the white areas will appear as the color of the paper.) The useof this logo in any color other than black requires approval by BaldwinFilters Marketing Communications Department. This logo may be used onpromotional items and clothing where a white, light or dark background isused. It is inappropriate to use this logo on web sites and filter products.

The following logo designs are shown in their entirety, including the registration mark “®” or trademark “TM”. Thelogos are shown in the proper proportions in which they should always appear. Where there is a stylized logotreatment, the logo should not be reset in another typeface or changed in any way. Second generation reproduction,

such as using an already printed logo as reproductive copy, should be avoided. Always use first generation reproductive-qualitylogos such as slicks, negatives, veloxes or electronic logo files. Care must be given to not stretch, manipulate or distort.

Casite

If printing in one-color PMS 185 Red where the logo is on white or ona solid PMS 185 Red background (see CASITE185), the inner oval shouldappear in PMS 185 Red with the stylized type “CASITE FILTERS” and theregistration mark “®” in white. The inner oval should be surrounded by awhite oval with a PMS 185 Red outline. This logo may be used onpromotional items and clothing where a white, light or dark background isused and on filter products. It is inappropriate to use this logo on websites.

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CASITE

Additional Hastings Prem

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If printing in color where the logo is on a white or light background(see ExtremeService), the stylized type “EXTREME SERVICE” and thetrademark “™” should appear in PMS 540 Blue. This logo may be used onweb sites, promotional items and clothing where a white or lightbackground is used and on filter products.

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background(see ExtremeServicebw), the stylized type “EXTREME SERVICE” and thetrademark “™” should appear in black. (On color paper stock, the whiteareas will appear as the color of the paper.) The use of this logo in anycolor other than black requires approval by Baldwin Filters MarketingCommunications Department. This logo may be used on promotionalitems and clothing where a white or light background is used. It isinappropriate to use this logo on web sites and filter products.

Extreme Service

If printing in color where the logo is on a dark background or inone-color black on white or color paper stock where the logo is on a darkgrayscale or black background (see ExtremeServiceDB), the stylized type“EXTREME SERVICE” and the trademark “™” should appear in white. (Oncolor paper stock, the white areas will appear as the color of the paper.)The use of this logo in any color other than black requires approval byBaldwin Filters Marketing Communications Department. This logo may beused on web sites, promotional items and clothing where a darkbackground is used. It is inappropriate to use this logo on filter products.

ExtremeServiceDB

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If printing in one-color (black or PMS 540 Blue) where the logo is onwhite or color paper stock or where the logo is on a light grayscalebackground (see HFHighVelocitybw), the stylized “H,” the stylized type“HIGH Velocity Dual-Flow,” the swooshes and the trademark “™” shouldappear in 100% of the ink color chosen. (On color paper stock, the whiteswish through the stylized “H” will appear as the color of the paper.) Theuse of this logo in any color other than black or PMS 540 Blue requiresapproval by Baldwin Filters Marketing Communications Department. Thislogo may be used on promotional items and clothing where a white or lightbackground is used and on filter products. It is inappropriate to use thislogo on web sites.

HFHighVelocitybw

If printing in color where the logo is on a dark background or inone-color (black or PMS 540 Blue) on white or color paper stockwhere the logo is on a dark grayscale or black background(see HFHighVelocityDB), the stylized type “HIGH Velocity Dual-Flow,” theswooshes and the trademark “™” should appear in white. The Hastingsbrand logo should appear in white. (On color paper stock, the white swishthrough the stylized “H” will appear as the color of the paper.) The use ofthis logo in any color other than black or PMS 540 Blue requires approvalby Baldwin Filters Marketing Communications Department. This logo maybe used on web sites, promotional items and clothing where a darkbackground is used. It is inappropriate to use this logo on filter products.

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Use of Additional Hastings Premium Filters’ LogosHastings Premium Filters High Velocity

If printing in color where the logo is on a white or light background(see HFHighVelocity), the stylized “V” should appear in PMS 187 Red. Thestylized type “HIGH” and “elocity Dual-Flow,” the swooshes and thetrademark “™” should appear in PMS 540 Blue. The stylized “H” portionof the Hastings brand logo should appear in PMS 540 Blue and PMS 187Red. The swish through the stylized “H” should appear in white. Thestylized type “HASTINGS” and “PREMIUM FILTERS” should appear inPMS 540 Blue. The horizontal line under the stylized type “HASTINGS”should appear in PMS 187 Red. This logo may be used on web sites,promotional items and clothing where a white or light background is used.It is inappropriate to use this logo on filter products.

HFHighVelocity

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If printing in color where the logo is on a dark background (withadequate contrast against the stylized “O”) (see HFPartsProbeDB), thestylized “O” should appear in 20% PMS 540 Blue. The stylized type“PARTS,” “PR,” BE” and “Electronic Catalog” and the trademark “™”should appear in white. The stylized “H” portion of the Hastings brandlogo should appear in PMS 540 Blue and PMS 187 Red with a white borderaround it for accent. The stylized type “HASTINGS” and “PREMIUMFILTERS” and the horizontal line under the stylized type “HASTINGS”should appear in white. This logo may be used on web sites, promotionalitems and clothing where a dark background is used. It is inappropriate touse this logo on filter products.

HFPartsProbeDB

If printing in one-color black where the logo is on white or color paperstock or where the logo is on a light grayscale background (with adequatecontrast against the stylized “O”) (see HFPartsProbebw), the stylized “O”should appear in 20% black. The stylized type “PARTS,” “PR,” “BE” and“Electronic Catalog” and the trademark “™” should appear in 100% black.The stylized “H” portion of the Hastings brand logo should appear with theleft side of the “H” at 100% black and the right side at 60% black. Thestylized type “HASTINGS” and “PREMIUM FILTERS” and the horizontalline under the stylized type “HASTINGS” should appear in black. (Oncolor paper the stock, the white swish through the stylized “H” will appearas the color of the paper.) The use of this logo in any color other than blackrequires approval by Baldwin Filters Marketing CommunicationsDepartment. This logo may be used on promotional items and clothingwhere a white or light background is used. It is inappropriate to use thislogo on web sites and filter products.

Hastings Premium Filters Parts ProbeIf printing in color where the logo is on a white or light background

(with adequate contrast against the stylized “O”) (see HFPartsProbe), thestylized ”O” should appear in 20% PMS 540 Blue. The stylized type“PARTS,” “PR,” “BE” and “Electronic Catalog” and the trademark “™”should appear in 100% PMS 540 Blue. The stylized “H” portion of theHastings brand logo should appear in PMS 540 Blue and PMS 187 Red.The swish through the stylized “H” should appear in white. The stylizedtype “HASTINGS” and “PREMIUM FILTERS” should appear in PMS 540Blue. The horizontal line under the stylized type “HASTINGS” shouldappear in PMS 187 Red. This logo may be used on web sites, promotionalitems and clothing where a white or light background is used. It isinappropriate to use this logo on filter products.

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Using Registered and Trademarked Names in Text

Hastings Premium Filters’ Product Names ____________________CASITE® (logo)

Extreme Service™ (logo)

High Velocity Dual-Flow™ (logo)

Parts Probe™ (logo)

The following registered and trademarked names should always appear as they are shown below. Note that several appearin all capital letters, while others have unique combinations of upper and lower case letter. For example, “HastingsPremium Filters’ High Velocity Dual-Flow™ filters outperform the OE filters.”

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If printing in one-color black on white or color paper stock where thelogo is on a dark grayscale or black background (with adequate contrastagainst the stylized “O”) (see HFPartsProbeDBbw), the stylized “O” shouldappear in 20% black. The stylized type “PARTS,” “PR,” BE” and “ElectronicCatalog” and the trademark “™” should appear in white. The stylized “H”portion of the Hastings brand logo should appear with the left side of the“H” at 100% black and the right side at 60% black with a white borderaround it for accent. The stylized type “HASTINGS” and “PREMIUMFILTERS” and the horizontal line under the stylized type “HASTINGS”should appear in white. (On color paper the stock, the white areas willappear as the color of the paper.) The use of this logo in any color otherthan black requires approval by Baldwin Filters Marketing CommunicationsDepartment. This logo may be used on promotional items and clothingwhere a dark background is used. It is inappropriate to use this logo onweb sites and filter products.

HFPartsProbeDBbw

Use of Additional Hastings Premium Filters’ LogosHastings Premium Filters Parts Probe (Cont’d.)

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Quality Logo

Use of Quality LogoThe standardization of quality systems across national borders and the expansion of free trade

agreements have increased the need for businesses to take the concept of quality, cycle time, cost andorganizational excellence seriously. The requirement for unrestricted movement of unquestionablequality products and services between supplier and customer has created the need for formalized andcertified Quality Systems.

The Certification Standards that have resulted, like QS 9000 and ISO 9001, take a top down view ofquality and provide quality improvement and a risk reduction in the global marketplace.

Baldwin Filters and Hastings Premium Filters have met criteria for certification in both QS 9000 andISO 9001. Once certified, a company can proudly display the QS 9000/ISO 9001 logo on literature andother communication vehicles.

The Quality Systems logo (see QSLogo) is shown in the proper proportions in which it should alwaysappear. It should not be reset in another typeface or changed in any way. Second generationreproduction, such as using an already printed logo as reproductive copy, should be avoided. Always usefirst generation reproductive-quality logos such as slicks, negatives, veloxes or electronic logo files. Caremust be given to not stretch, manipulate or distort.

If printing in color or one-color black, the Quality Systems logo should appear in black(see QSLogo). The use of this logo in any color other than black requires approval by Baldwin FiltersMarketing Communications Department. The logo can also appear reversed in any color(see QSLogoREV).

This logo should appear as a small, unobtrusive logo in close proximity to the Baldwin Filters andHastings Premium Filters company signature logos (see Figure 1 & Figure 2). The company signaturelogo usually appears on the bottom of the last page of a communication piece. Care should be taken asto not detract from the company signature.

QSLogo

Figure 1

Figure 2

QSLogoREV

Form 30 (4/03) © 2003 Baldwin Filters, Inc. Printed in U.S.A.

Obtaining and Using Corporate Logos

All logos shown in this brochure are available on CD in several standard formats. To obtain a copy of this CD, contactthe Baldwin Filters Marketing Communications Department at (800) 822-5394 or (308) 234-1951 or via fax at(308) 233-9424. The logos are available in both raster and vector-based programs for use with both IBM-compatible

and Macintosh systems. Any questions concerning the use of the logos should be directed to the Baldwin Filters MarketingCommunications Department at the above numbers.

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