external
corporate identity 1 Corporate Identity About the Logo and Tagline . . . . . . . . . . . . 2 ITW Food Equipment Brands . . . . . . . . . . . 3 Logo Variations . . . . . . . . . . . . . . . . . . . . . . 4 Logo and Tagline Configuration . . . . . . . . . 5 Inappropriate Logo Use . . . . . . . . . . . . . . . . 6 Typography . . . . . . . . . . . . . . . . . . . . . . . . . 7 2 Specifications Image Specifications . . . . . . . . . . . . . . . . . 8 Spacing Specifications . . . . . . . . . . . . . . . 9
External Hobart Canada Corporate Identity Standards
About the Logo and Tagline
Section 1
HOBART CANADA CORPORATE IDENTITY 4-Color Process
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About the Logo and Tagline The Hobart Canada logo (4-Color Process) has a unique, dimensional look that is derived from the product emblems that appear on Hobart’s warewashers, ovens, food machines and other products. The logo is visually memorable and instantly recognizable because of the distinctive trapezoidal shape, the brushed metal surface and the drop shadow. The presence of a directional highlight on the metal brings the logo to life and provides additional dimension. This version of the logo should be used on all Hobart printed and Web-based marketing communications materials where 4-Color Process is available as a print medium.
HOBART CORPORATE IDENTITY WITH TAGLINE 4-Color Process
As part of Hobart’s current brand messaging strategy, the tagline “Proud supporter of you” has been developed for use with the logo. As shown at left, the logo/tagline combination identity should be used on all materials that speak to Hobart’s audience of foodservice directors, chefs, equipment operators and other professionals from the foodservice and food retail segments.
HOBART CORPORATE IDENTITY WITH TAGLINE - FRENCH 4-Color Process
Fiers de vous appuyer
MD
External Hobart Canada Corporate Identity Standards
HOBART LOGO
ITW Food Equipment Brands
Section 1
ITW Food Equiptment Logos Hobart This version of the logo shown at left should be used on all Hobart printed and Web-based marketing communications materials where 4-Color process is available as a print medium.
TRAULSEN LOGO
BAXTER LOGO
Traulsen This version of the logo shown at left should be used on all Traulsen printed and Web-based marketing communications materials where 4-Color process is available as a print medium. Baxter This version of the logo shown at left should be used on all Baxter printed and Web-based marketing communications materials where 4-Color process is available as a print medium. Vulcan This version of the logo shown at left should be used on all Vulcan printed and Web-based marketing communications materials where 4-Color process is available as a print medium.
VULCAN LOGO
Berkel This version of the logo shown at left should be used on all Berkel printed and Web-based marketing communications materials where 4-Color process is available as a print medium. All approved logos for print and Web are available at www.hobart.ca/dealeraccess.
BERKEL LOGO
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External Hobart Canada Corporate Identity Standards
Logo Variations
Section 1
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PRIMARY FORMAT HOBART CANADA IDENTITY 4-Color Process / Rastor Artwork
Logo Variations / Hobart Service A unique variation of the Hobart logo has been developed for the Hobart Canada division. This version of the logo should be used on all marketing materials for Hobart Service in place of the Hobart Corporate logo. The Hobart Canada logo should not be used in conjunction with the “Proud supporter of you” tagline.
SECONDARY FORMAT HOBART CANADA IDENTITY 1-Color / Vector Artwork
C
CONFIGURATION OF ELEMENTS
A
N
A
D
A
The word “Canada” is a part of the logo artwork and is set in Univers 65 Bold, all caps. This word should not be replaced or substituted with other fonts. The Hobart Canada logo should be used as an entire piece of artwork. The configuration of the logo elements is illustrated at left. Primary Format The primary Hobart Canada logo should be used on all printed materials where 4-Color Process is available. It should also be used in all Web-based marketing, PowerPoint presentations and all interactive media. Secondary Format The secondary format of the Hobart Canada logo should be used on marketing materials where only 1-Color printing is available such as on silkscreened or embroidered items. In these cases, the logo should be reproduced in black, gray or white, and be placed on a solid background that provides optimum contrast with the logo. Consult Hobart’s Digital Documentation Group when requiring artwork for specific print applications.
External Hobart Canada Corporate Identity Standards
Logo and Tagline Configuration
Section 1
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Logo and Tagline Configuration The configuration of the Hobart logo and tagline is shown at left. The tagline is a part of the logo artwork and is set in Univers 57 Condensed. The tagline should always include the period. The tagline should not be replaced or substituted with other fonts. The Hobart logo/tagline should be used as an entire piece of artwork. In addition to keeping the elements of the logo in their proper relationships, a certain amount of “white space” should surround the Hobart logo/tagline. A minimum of one height of the entire unit should surround the logo/tagline on all four sides, meaning that no other competing graphics should encroach on the logo/tagline. A general guideline is the more white space around the logo/tagline, the better. Hobart logo with tagline is for marketing and advertising use only.
AREA OF ISOLATION
External Hobart Canada Corporate Identity Standards
Inappropriate Logo Use
Section 1
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OBSOLETE/INCORRECT LOGOS
Inappropriate Logo Use
Solid equipment. Sound advice.
The logos shown at left are obsolete and should not be used when creating Hobart marketing communications materials. In addition, never alter the shape, color or relative positions of the logo and its elements, and never make alterations that could reduce its legibility. For example, never: • Alter the horizontal or vertical dimensions of the logo when resizing. • Place the logo/tagline on colored backgrounds, contain it in a shape or incorporate it with other elements. • Alter the logo’s color in any way.
Solid equipment. Sound advice. Bakery Systems
Service
• Outline any part of the logo or fill it with a color or pattern. • Embellish the logo with special effects or graphic or font treatments. • Angle the logo on the page. • Create new variations of the logo for divisions or departments within Hobart. (Note: the only approved logo variation is for Hobart Service, shown on the next page.)
External Hobart Canada Corporate Identity Standards
Typography
Section 1
Univers 45 Light
abcdefghijklmnopqrstuvwxyz
Univers 45 Light Oblique
abcdefghijklmnopqrstuvwxyz
Univers 55 Light
abcdefghijklmnopqrstuvwxyz
Univers 55 Oblique
abcdefghijklmnopqrstuvwxyz
Univers 65 Bold
abcdefghijklmnopqrstuvwxyz
Univers 65 Bold Oblique
abcdefghijklmnopqrstuvwxyz
Univers 75 Black
abcdefghijklmnopqrstuvwxyz
Univers 75 Black Oblique
abcdefghijklmnopqrstuvwxyz
Univers 45 Condensed Light
abcdefghijklmnopqrstuvwxyz
Univers 45 Condensed Light
abcdefghijklmnopqrstuvwxyz
Univers 57 Condensed
abcdefghijklmnopqrstuvwxyz
Univers 57 Condensed
abcdefghijklmnopqrstuvwxyz
Univers 67 Condensed Bold
abcdefghijklmnopqrstuvwxyz
Univers 67Condensed Bold Oblique
abcdefghijklmnopqrstuvwxyz
Arial
abcdefghijklmnopqrstuvwxyz
Arial Italic
abcdefghijklmnopqrstuvwxyz
Arial Bold
abcdefghijklmnopqrstuvwxyz
Arial Bold Italic
abcdefghijklmnopqrstuvwxyz
Arial Black
abcdefghijklmnopqrstuvwxyz
Arial Black Italic
abcdefghijklmnopqrstuvwxyz
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Typography The Univers typeface family should be used in all Hobart marketing communications materials. Consult the appropriate sections of this manual for specific type treatments when creating letterhead, business cards, brochures and other Hobart communications. When the Univers font family is not available or when creating Web pages or PowerPoint presentations, Arial can be used as a substitute font for Univers.
External Hobart Corporate Identity Standards
Image Specifications
Section 2
IMAGE SPECIFICATIONS
ACCEPTABLE PRODUCT IMAGE QUALITY
UNACCEPTABLE PRODUCT IMAGE QUALITY
Print For all print collateral you are creating you should be using the full color Hobart Canada logo and high-resolution product imagery should follow the guidelines as outline on the Logo and Tagline Configuration page of the identity guidelines. Print ready logos and product imagery can be found at www.hobart.ca/ dealeraccess. Web For all web collateral you are creating you should be using the full color Hobart Canada logo and web ready product imagery. Hobart Canada logo should adhere to the guidelines as outline on the Logo and Tagline Configuration page of the identity guidelines. Hobart Canada print ready logos and product imagery can be found at www.hobart.ca/dealeraccess.
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External Hobart Corporate Identity Standards
Minimum Specifications
Section 2
MINIMUM SPECIFICATIONS
AREA OF ISOLATION - LOGO
AREA OF ISOLATION - PRODUCT
Print Print Materials include newspaper or magazine advertising monthly flyers, literature and catalogs. Print materials must feature and promote the sale of Hobart Canada products. The Hobart Canada logo must follow the guidelines as outline on the Logo and Tagline Configuration page of the identity guidelines, including a minimum of one height of the entire unit should surround the logo/tagline on all four sides. Web Web Sites featuring Hobart Canada logos and products should adhere to the proper image spacing and color imagery guidelines as outline on the Logo and Tagline Configuration page of the identity guidelines. Sites featuring and promoting the sale of Hobart Canada products are eligible for 100% reimbursement (space dedicated to Hobart Canada), or $125 per product, per year, per site. Signage Signage showing the Hobart Canada logo or product should adhere to the minimum logo and product spacing guidelines as outline on the Logo and Tagline Configuration page of the identity guidelines. Signage created to these specifications are eligible for 100% reimbursement for the portion of the sign representing Hobart Canada.
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