Corporate Identity Manual

Our Corporate Identity

It takes time to develop a corporate identity and to build a strong brand. For Car-O-Liner this is a never ending process that started back in 1973. The Car-O-Liner identity is recognised and respected worldwide and we have the responsibility to treat it with awareness. We must take care to develop and adapt our identity and heritage to a changing world so that we may continue to stay ahead of our competitors. Our brand is what holds our company together. Since 2015 the name Car-O-Liner refers not only to the Car-O-Liner brand but to the Car-O-Liner Group which also includes the commercial brands Josam and TruckCam. With that in mind, the goal of this Corporate Identity Manual is to help us to achieve our marketing communication priority; there should never be any doubt that CarO-Liner is the sender, even when addressing the commercial brands. We must always be clear and speak with the same voice at all times. To further cement our identity it must also reflect our Core Values; One Team, Passion, Innovation and Respect. By respecting the guidelines provided in our Corporate Identity Manual we will strengthen the Car-O-Liner name and brand and contribute to our success. From placement of logos on products, packaging and clothing, to the form of documents and presentations to the graphic profile presented in all possible marketing operations, consistent use of these guidelines will create a uniform image and a One Team! We hope that this manual will make your marketing communication e asie r. For details re garding the usage of Josam and Tr uckCam identities or if you have any questions regarding the graphic manual and how to use the different elements, don’t hesitate to contact the Car-O-Liner Corporate Marketing Communications Department. Car-O-Liner Corporate Marketing [email protected]

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Contents

Logotype Logotype Clear Zone Corporate Colors Trademarks Product Graphics Typefaces Stationary - Letter Paper Stationary - Envelopes Stationary - Business Cards E-mail Signature PowerPoint Templates Document and Telefax Product Sheet Product Catalogs and Brochures Advertising - Product Advertising - Recruitment and Image

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Logotype

The Car-O-Liner brand is our most valuable asset and the Car-O-Liner logotype is the single most important element of the corporate identity system. When we communicate with our markets it must be very obvious that Car-O-Liner is the sender.

Examples of incorrect logotype:

To maintain Car-O-Liner´s high level of recognition and respect, the logotype must be used in a consistent and uniform way. Nothing else is permitted. The blue logotype should always be used except on dark backgrounds when the all grey logotype is used. In black and white print, the black logo may be used. The yellow version of the logotype and a blue logo on a yellow background, is no longer permitted. If there are any doubts as how to interpret the instructions, please contact Car-O-Liner’s Corporate Marketing Department. The Car-O-Liner logotype versions may be provided by the Corporate Marketing Department in Gothenburg and can be downloaded from www.car-o-liner.com/media or the Distributor Site.

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Logotype

x x

x

x

Clear Zone

A clear zone has been established for the Car-O-Liner logotype and must be observed at all times. The clear zone is the minimum required space between the logo and other typography, images or graphic elements. This ensures that the logotype is not crowded by other objects and that the visibility of the logotype is optimized. Everything, including images, typography, distributor names, adresses etc., must always be positioned outside the clear zone. The clear zone is determined by the height of the logotype, illustrated by the value “X”. The clear zone around the logotype will be equal to the height of “X”. It is essential that the logotype always maintains correct reciprocal proportions regarding height/width and line thickness. Under no circumstances is the logotype to be manipulated.

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Corporate Colours

Blue: PMS 293 C=100 M=57 Y=0 K=2 HEX 005faa RAL 5005

R=0 G=95 B= 170

Grey: PMS Cool Grey 11 Black 70% C=50 M=42 Y=39 K= 23 R=117 G=119 B=122 HEX 75777a RAL 9007

Colour is as important as the logo itself to differentiate Car-O-Liner from its competitors. It must be used correctly and consistently to represent the brand in the most efficient way. The corporate colours are: blue PMS 293, grey PMS Cool Grey 11, grey PMS Cool Grey 7, and black. Colour is a powerful psychological tool and even if colours are not as clear-cut as words, most colours illicit associations and feelings: Blue: trust, reliability, belonging, coolness, calm and businesslike.

Light grey: PMS Cool Grey 7 Black 30% C=42 M=32 Y=31 K=11 R=152 G=153 B=155 HEX 98999bRAL 9006

For headlines, produces attractive tints, and allows highlighting of key points in the copy while not drawing much attention to the design itself. Grey/Silver: prestigious, cold, scientificm timeless.

Black 100% HEX 00000 RAL 1005

For headlines or subheadings. More discrete than blue. A bit of grey will add that rock solid feeling to your product. Black: Powerful, sophisticated, elegant, authoritative

Black type and headlines on white paper are both practical and legible.

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Trademarks

There are rules for the design and application of the trademarks of our products. Product Graphics play an important role since our products are what our customers come in contact with and use in their everyday work. To maintain Car-O-Liner´s high level of recognition and respect, it is important to follow the new label system which has been developed to cover the entire range of Car-O-Liner products in a logical and consistent way (see Product Graphics). The painting of the products must also be strictly directed so that colour deviations caused by the manufacturing process will be as small as possible. See Appendix A for a complete list of our trademarks.

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Product Graphics

CTR 12000 welder, product graphics

The main principle for labeling follows the basic rules of the use for the Car-O-Liner logotype: Blue label on grey product. Grey label on blue product. Yellow labels are no longer permitted, here as in all other areas.

Speed Lifting platform, product graphics

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Typefaces

Headings and sub headings: Helvetica Neue Light Pro - Heavy ABCDEFGHIJK abcdefghijkl 123456789

Helvetica Neue Light Pro - Bold ABCDEFGHIJK abcdefghijkl 123456789 Helvetica Neue Light Pro - Medium ABCDEFGHIJK abcdefghijkl 123456789 Body text: Helvetica Neue Light Pro - Light ABCDEFGHIJK abcdefghijkl 123456789 Stationary: Arial ABCDEFGHIJK abcdefghijkl 123456789 For the web, PowerPoint and e-mail: Calibri regular ABCDEFGHIJK abcdefghijkl 123456789

Typography is an essential com-ponent in our visual identity. Used consistently it will contribute to creating a strong image of the Car-O-Liner brand. The main typeface, Helvetica Neue Lt. Pro has been chosen because of its exceptionally well drawn characters and its great legibility both on-screen and in print. It is the prinicpal typeface to be used within Car-O-Liner and comes in light, roman, medium, bold and heavy, all with italic versions as well. Standard Car-O-Liner type colours are black, blue and varying shades of grey. The typeface Arial is to be used for stationary; business cards, addresses on letters and envelopes. The typeface Calibri is to be used for Internet, PowerPoint and E-mail applications. Typefaces should be used carefully and correctly so that they represent the Car-O-Liner brand and the corporate identity at all times. Please contact the corporate marketing department to receive the typeface package.

Calibri bold ABCDEFGHIJK abcdefghijkl 123456789 9

Stationary Letterhead

The stationary reflects the spirit of our organisation, while a uniform and consistent graphic identity shows the company´s dependability to both employees and customers, therefore it is also important that letters, as far as possible, must be formed according to the accepted international standard model. Correct use of the Car-O-Liner graphic identity on stationary will enhance the impact and clarity of the Car-O-Liner brand. The illustration shows how the first page of the letter should be produced. Give special attention to the placement of the logotype. Complete legal information should always be at the bottom of page one. In text Car-O-Liner must be written Car-O-Liner, never CAR-O-LINER. The second page may have a simpler form as it is only used in combination with the first page. The “WorldSkills” logo should to be used on all letter paper until the end of the appropriate year. Information about replacement will be sent out. A template is available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at www.car-o-liner.com

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Stationary

20 mm

Envelopes

20 mm Hulda Mellgrens gata 1 SE-421 32 VÄSTRA FRÖLUNDA SWEDEN

It is important to follow National Post Office stipulations for envelopes. The logotype should therefore be printed in the top left-hand corner of the envelope, see example. A template is available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at www.car-o-liner.com

20 mm

20 mm

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Stationary Document and Telefax

Correct use of the Car-O-Liner telefax and document templates helps us to maintain our uniform image. It is as important here as in all other communication, there should never be any doubt that Car-O-Liner is the sender.

Subject Approved by

File

Issued by

Date

2010-11-26

Issue

Page

1 (1)

Document

Templates are available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at www.car-o-liner.com

TELEFAX MESSAGE

Car-O-Liner AB Box 7 (Granlidsvägen 4) SE-736 21 Kungsör Sweden

Telefon 0227- 412 00 Telephone +46 227 412 00

To: Attn:

From: Date: 26 November 2010

Fax No:

Fax No: +46 227 31900

cc:

Pages: 1

Fax 0227- 319 00 Telefax +46 227 319 00

Email [email protected] Web www.car-o-liner.se

Telefax

CAR-O-LINER AB, Box 7, S-736 21 KUNGSÖR, Sweden Telephone: +46 227 41200 , Telefax: +46 227 31900 Internet: www.car-o-liner.se , E-mail: [email protected]

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Stationary Business Cards

55 mm

90 mm

Lars Larsson Title

Car-O-Liner AB, Hulda Mellgrens gata 1, S-421 32 Västra Frölunda, Sweden Telephone +46 31 721 10 64, Mobile +46 73 640 00 00 [email protected], www.caroliner.com

Each card should contain all the customary information for quick contact. The Car-O-Liner management and staff should be presented by name and title. Personal names and titles to be written in Helvetica Neue Lt. Pro Bold 7.5 pt. Adress, telephone numbers etc. to be written in Helvetica Neue Lt. Pro Bold 7/8.4 pt. There are versions for Car-O-Liner Group, Car-O-Liner BU Automotive, Car-O-Liner BU Commercial and Car-O-Liner BU Workshop Development. It is important to remember that our company name is Car-O-Liner and that we sell the brands, Car-O-Liner, Josam and TruckCam. The business cards should reflect this, therefore the Car-O-Liner logo is always at the top. The businesscards are shown in a scale of 1:1. A template is available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at www.car-o-liner.com

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E-mail Signature

For Car-O-Liner Group and Car-O-Liner Brand

For Car-O-Liner Commercial brands

Correct use of the Car-O-Liner e-mail signature helps us to maintain our uniform image. It is as important here as in all other communication areas. We must keep in mind that there should never be any doubt that Car-O-Liner is the sender. It is important to remember that our company name is Car-O-Liner and that we sell the brands: Car-O-Liner, Josam and TruckCam. The e-post signatures should reflect this, therefore the Car-O-Liner logo is always directly under the sender’s name and title followed by the brand logos. The image will be changed periodically, and at times locally per country/region, to reflect activities that should be advertized, for example tradeshows A template for the e-mail signature is available from the Corporate Marketing Department or on the Distributor Site at www.car-o-liner.com

For Car-O-Liner Academies

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PowerPoint Templates

Car-O-Liner Group

BU Commercial

BU AUtomotive

Of course there must be room for personal creativity when creating presentations, but it must be clear that Car-O-Liner “owns” the presentation and is the sender. Therefore it is important to follow the guidelines shown in the illustrations on this page. There are four versions of the template, Group, BU Automotive, BU Commercial and BU Workshop Development. In all subslides only the Car-O-Liner logo is used and it is placed to the left. BU Workshop Development

The Car-O-Liner PowerPoint template consists of a white background in order to make your message more visible and comprehensive. In the regular layout page, the Car-O-Liner logotype is always placed in the bottom right. Headlines are in Cool Grey 11 or PMS 293. Use mainly black body type on the white background, since it is both practical and legible. For the sake of good legibility do not type too much text on each slide. Too many colours will be distracting and make your layout look unprofessional and “cheap.” Keep it simple. The first and last page should always be in accordance with the template. The given measurments, typeface and sizes of type, positions of images and logotypes are presented in the Car-O-Liner PowerPoint templates. If you use the function “Show drawing guides” you will see the margins and guidelines. These will help you to know where to put the heading, text and images in your presentation. Templates are available from the Corporate Marketing Department in Gothenburg or on the Distributor Site at www.car-o-liner.com 15

Product Sheet

It is important that all products are presented in the same basic product sheet layout grid. It makes no difference if it is a welder, a bench or measuring equipment.

Product sheet, front

Images, headlines, copy, technical specifications and logotype must always appear in the approved positions and in the appropriate size. There is a space for the reseller or distributor’s stamp in the lower right corner as in the example shown here. Product sheets will be produced by the Car-O-Liner Corporate Marketing Department in Gothenburg. A template is also available on the Distributor Site at www.car-o-liner.com.

Product sheet, back

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Brochures and Catalogues It is important that all products are presented in the same basic product catalogue or brochure layout grid. It makes no difference if it is a welder, a bench or measuring equipment. There must always be that distinctive and unmistakable Car-O-Liner identity no matter which product the catalogue or brochure is presenting.

Product catalogue, cover

Images, headlines, copy, technical specifications and logotype must always appear in the approved positions and in the appropriate size. Product catalogues and brochures will be produced by the Car-O-Liner Corporate Marketing Department in Gothenburg.

Product catalogue, page

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Advertising Product

Reparera — byt inte! Car-O-Liner Smart Repair utrustning för bilindustrin är ett komplett sortiment av innovativa och unika smart repair verktyg och förbrukningsvaror. Med Car-O-Liner Smart Repair systemet kan du lätt reparera: • • • • • • •

Småbucklor: via “Paintless Dent Repair” metoder Lackskador: stenskott, repor och skrapmärken Plastskador: på utsidan av bilen Glas- och strålkastare: stenskott i vindrutan och återställa klarheten till dimmiga strålkastare Inredningsskador: plast, läder, vinyl och tyg Lättmetallfälgar: ta bort hack och repor i aluminiumfälgar Husvagnar: bucklor och skrapmärken

Arbeta smartare med

Glas

Strålkastarreparation

Små bucklor

Lackskador

Vinyl, läder & plast

Tyg och velour

Lättmetallfälgar

Husvagnar

MONTER E2 REPARATION AV VINDRUTA

INTERIÖRREPARATIONER

The Power of Knowledge Utbildning och informationslösningar Skador på bilens invändiga detaljer, som säten, dörrpaneler, instrumentpanel och även innertak är lätt att reparera.

Skador på vindrutor, såsom stenskott och sprickor, kan lätt repareras. STRÅLKASTARRENOVERING

Stort utbud kurser Car-O-Liner erbjuder ett brett utbud av kurser inom Smart reparationsteknik. Kurser kan levereras på våra fullt utrustade akademier alternativt på din verkstad.

Renovera repade eller missfärgade strålkastare, och återställa UV-skydd.

PAINTLESS DENT REPAIR PUNKTLACKERING

FÄLJRENOVERING

Mindre lackskador på ytterkarossdelar är lätt repareras.

Reparera fälgkantsskador på lackerade fälgar.

• • • • • •

PLASTREPARATION

Reparera mindre skador på ytterpaneler, stötfångare höljen och andra plastdetaljer.

Car-O-Liner • PO Box 419 • SE-701 48 Örebro • Tel: +46 19 30 40 00 [email protected] • www.car-o-liner.com

Follow us on Facebook

Discover us on car-o-liner.com

Reparera mindre bucklor och plåtskador, utan omlackering, med PDR verktyg.

Watch us on YouTube

Punktlackering Paintless Dent Repair Plastreparation Reparation av Vindruta Strålkastarrenovering Interiörreparationer • Läder • Vinyl • Tyg • Plast • Renovering av Aluminiumfälgar

Öka din lönsamhet och få nöjda kunder Det finns en enorm outnyttjad marknad för kunder som vill reparera skador på sina bilar utan att behöva göra anspråk på försäkringen eller ersätta dyra delar. Genom at förkorta reparationsprocessen och kostnaden skapar du en “Win/Win” situation för både din verkstad och dina kunder. Träning ger färdigheter Alignment Academy erbjuder en mängd olika Smart Repair utbildningar som säkerställer att du uppnår alla fördelar och möjligheter som verktygen erbjuder. För mer information kontakta: Alignment Academy at [email protected]

För mer information: [email protected]. car-o-liner.com/se/utbildning/sverige/smart-repair/

Car-O-Liner AB • PO Box 419, SE-701 48 Örebro Visit: Maskingatan 5, SE-702 86 Örebro Phone: +46 19 30 40 00 [email protected] • www.car-o-liner.com Follow us on Facebook

Discover us on car-o-liner.com

Watch us on YouTube

Since advertising is such a highly visible way of presenting the Car-O-Liner brand to the public, consistency and high quality is of the utmost importance. Use of layout, typography and images in a mindful way presents the special Car-O-Liner spirit and core values. We must never forget our main goal when we communicate with our market; that there should never be any doubt that Car-O-Liner is the sender! To maintain our strong identity, recognised and respected worldwide, we must treat the Car-O-Liner brand with great care. Therefore it is extremly important to follow the Corporate Identity Guidelines when advertising in order to create a uniform image and a winning team.

Product advertisments

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Advertising Recruitment and Image

CAD Engineering Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim v.

Read more about the position at www.car-o-liner.com

Car-O-Liner is together with Josam part of the Alignment Systems Group , Josam focusing on heavy-duty vehicles and Car-O-Liner on cars and light trucks. The Alignment Systems Head Quarter and Car-O-Liner are located in Gothenburg, Sweden. Our main factory is based Kungsör, Sweden. Car-O-Liner runs operations of its own in Sweden, Norway, USA, UK, France, Germany and China and sells through local distributors in more than 60 countries.

Recruitment advertisment, 1/2 page

Send application to: Helene Johansson, Car-O-Liner AB, Box 7, 736 21 Kungsör [email protected] Questions about the position: 031-721 10 50 Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed d.

A recruitment advertisment might be the future employees´s first contact with Car-O-Liner. Therefore it is important to make a good impression. No matter where in the world we recruit people we must always follow the Corporate Identity Guidelines to maintain our strong identity and to be immediately recognized. An image ad must reflect our Core Values; Integrity, Innovative, Willingness to change and Winning spirit. Since advertising is such a highly visible way of presenting the Car-O-Liner brand to the public, consistency and high quality is of the utmost importance. Use of layout, typography and images in a mindful way presents the special Car-O-Liner spirit and core values. We must never forget our main goal when we communicate with our market; that there should never be any doubt that Car-O-Liner is the sender! To make it easy to follow the given advertisment measurements, size of types, position of images and logotype, Adobe InDesign templates are included on the cd attached in this binder.

Image advertisment

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Appendix A Our Trademarks

Measuring Equipment Car-O-Tronic™ Car-O-Data™ Vision2™ handEye™ Car-O-Mech™ Alignment Benches Mark 6™ Speed™ BenchRack™ Quick 42™ EVO™ Joining and Heating CTR12000™ CTR7™ CMI3000™ CMI273™ CMI183™ CMI223™ CM161™ CM193™ PNP 90™ CH37™ CH100™ WorkShop Development WorkShop Solutions™ Optiworks™ Workshop Efficiency™

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Car-O-Liner Group AB Hulda Mellgrens gata 1 421 32 Västra Frölunda, Sweden E-mail: [email protected] Website: www.car-o-liner.com

2015 Car-O-Liner Group All Rights Reserved.

©

Car-O-Liner® is a trademark of the Car-O-Liner Group worldwide. No part of this document may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopied, recorded, or otherwise, without © Car-O-Liner 2016

prior written consent from Car-O-Liner Group AB.

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