Dow Corning Corporation Visual Identity Standards DISTRIBUTOR APPLICATIONS

Dow Corning Corporation Visual Identity Standards DISTRIBUTOR APPLICATIONS FEBRUARY R 2010 Introduction..............................................
Author: Georgia May
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Dow Corning Corporation Visual Identity Standards

DISTRIBUTOR APPLICATIONS

FEBRUARY R 2010

Introduction........................................................................................................................................3 Distributor Direction .........................................................................................................................4 Distributor Direction – Dow Corning Name, Logotype and Authorized Distributor Lockup................5 Brand Elements Overview................................................................................................................6 The Colors .........................................................................................................................................7 The Typefaces ....................................................................................................................................8 The Voice ............................................................................................................................................9 The Logotype ...................................................................................................................................10 Logotype Clear Space .......................................................................................................................11 Logotype Minimum Size ....................................................................................................................12 Unacceptable Logotype Configurations ............................................................................................13 The Signature ...................................................................................................................................14 Signature Clear Space and Construction..........................................................................................15 Signature Minimum Size ....................................................................................................................16 Unacceptable Signature Configurations............................................................................................17

Table of Contents

The Authorized Distributor Lockup ..............................................................................................18 Authorized Distributor Lockup – Clear Space and Construction ......................................................19 Authorized Distributor Lockup – Minimum Size ................................................................................20 Unacceptable Authorized Distributor Lockup Configurations ...........................................................21 Applications Business Cards..................................................................................................................................22 Unacceptable Business Card Formats..............................................................................................23 Specialty Items – Promotional Items .................................................................................................24 Specialty Items – Clothing .................................................................................................................25 Facility Signage –Clear Space and Reproduction ............................................................................26 Facility Signage – Mounting...............................................................................................................27 Exhibit Applications – Booth Graphical Elements.............................................................................28 Exhibit Applications – Vertical Format...............................................................................................29 Exhibit Applications – Horizontal Format ..........................................................................................30 Poster Applications ............................................................................................................................31 Print Advertising – Single-Page Format ............................................................................................32 Print Advertising – Spread Ad Placement .........................................................................................33 Print Advertising – Fractional Sizes...................................................................................................34 Unacceptable Name, Logotype or Authorized Distributor Lockup Placements ...............................35 Line Card Applications.......................................................................................................................36 Trademark Standards......................................................................................................................37 Trademark Standards in Body Copy..................................................................................................38 Disclaimer Area................................................................................................................................39

At Dow Corning Corporation, we are innovative leaders, unleashing the power of silicon to benefit everyone, everywhere. Through our Dow Corning ® brand, we combine collaboration and innovative thinking to help customers transform their toughest challenges into real gains that can make a difference to their businesses and to society.

Introduction

As a distributor, you play an integral role in building and defending the Dow Corning g brand in the marketplace. Closely following the visual identity standards covered in this document will help to ensure a unified and consistent image for the Dow Corning g brand wherever it is seen, helping maintain its long-term value both to Dow Corning and to you.

If you have questions about any of the visual identity standards and applications presented here, please contact your local Dow Corning representative.

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Dow Corning Visual Identity Standards › Distributor Applications

Dow Corning receives many requests from external organizations (these are often referred to as third parties), including distributors like you who wish to use the Dow Corning name, logotype or Authorized

Distributor Direction

Distributor logo lockup in their own marketing and communications activities. A consistent, disciplined and professional approach is necessary to ensure that Dow Corning’s reputation and business interests are protected and that a mutual benefit can be derived from such requests.

It is required that distributors be formally authorized before using the Dow Corning trademark and logotype. This authorization is granted only after a signed distributor agreement is in place. Please contact your local Dow Corning representative for additional information and to obtain this form.

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Dow Corning Visual Identity Standards › Distributor Applications

Distributor Policy – Dow Corning Name, Logotype and Authorized Distributor Lockup

Distributors may use Dow Corning brand elements only under specific conditions, as detailed below.

1

Dow Corning ®

The Dow Corning name, logotype and Authorized Distributor lockup may be used by distributors in the following applications:

X

You are a distributor of a few Dow Corning g brand products

X

You would like to include “Dow Corning” on a pen

X

You would like to include “Dow Corning” on goodwill items

X

X

• Print or video advertisements, which still must be approved by a member of the Dow Corning Brand Council to ensure appropriate imagery.

The products you distribute are mainly Dow Corning g brand products

X

X

X

• Signage on buildings and displays, but not moving vehicles without prior written permission.

You are designing a booth

X

X

X

You would like to include “Dow Corning” on outdoor signage

X

X

X

You wish to include the Dow Corning logotype in marketing applications or in a Web presentation

X

X

X

• Electronically, such as on a distributor website or in an online or PBM (Permission Based Marketing) campaign. • An approved distributor can use the text “Dow Corning ® Authorized Distributor” in its online pages. Dow Corning reserves its trademarks for use of its names in search marketing.

• Collateral, such as posters, brochures, direct mail, trade show materials and business cards. The chart to the right is a small example of the different ways you can include Dow Corning brand elements in your collateral. Further information is detailed in later pages in this book. In order to use the Dow Corning name, logotype or Authorized Distributor lockup, you must complete the required request form. Please contact your local Dow Corning representative to obtain this form.

X

2

2

1 Use of the Dow Corning logotype and Authorized Distributor lockup are allowed providing minimum size and space requirements are met according to the standards starting on pages 10 and 18 respectively. 2 Use of the text “Dow Corning” is permissible only when the minimum size and space requirements cannot be met for the logotype or Authorized Distributor lockup. 3 Authorized Distributor agreement must be in place prior to trademark usage.

5

1

Dow Corning Visual Identity Standards › Distributor Applications

X

1

3

Our visual identity is made up of several key elements that are used consistently throughout all communications. Through the rest of this document, you will see usage standards for all the elements shown below.

Brand Elements Overview 1

1

Corporate colors 2

Corporate typefaces 3

Dow Corning logotype

Times New Roman Regular Times New Roman Italic Times New Roman Bold Times New Roman Bold d Italic

Arial Regular Arial Italic Arial Bold Arial Bold Italic

2 4

Dow Corning Signature 5

Dow Corning Authorized Distributor lockup We help you invent the future™ has been translated in a variety of languages. Note that only the tagline can be translated. Contact your local Dow Corning representative for more information.

3

5

6

Dow Corning Visual Identity Standards › Distributor Applications

4

Arial Narrow Regular Arial Narrow Italic Arial Narrow Bold Arial Narrow Bold Italic

Our primary color is Dow Corning teal. Similar to our brand, it is bright and confident. Pure Dow Corning gray makes a perfect complement to Dow Corning teal. White and black round out our color palette. Black is used primarily for type. We use white to create generous amounts of white space.

The Colors 1

Dow Corning teal is PANTONE® 326, the primary color of our identity system. When used effectively, this color adds emphasis to all our communications.

DOW CORNING TEAL

PANTONE® 326

CMYK

C 85

M0

Y 40

RGB

R8

G 148

B 143

HEXADECIMAL

00B2AD

K0

DOW CORNING GRAY

PANTONE® COOL GRAY 8

CMYK

C0

M0

Y0

RGB

R 102

G 102

B 102

HEXADECIMAL

666666

1

2

WHITE

BLACK

K 45

2

Dow Corning gray is PANTONE® Cool Gray 8. 3

and 4 The neutral colors, white and black, supplement the color palette. Black is used primarily in typography, and white (white space) brings sophistication to our communications.

CMYK

C0

M0

Y0

RGB

R 255

G 255

B 255

HEXADECIMAL

FFFFFF

3

K0

CMYK

C0

M0

Y0

RGB

R0

G0

B0

HEXADECIMAL

000000

K 100

4

You may use tints of all these colors.

In lieu of the PANTONE colors listed on this page, converted formulas for CMYK, RGB and hexadecimal use have been included. Please use these formulas and do not rely on your computer software to make this conversion. For more information, visit pantone.com.

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Dow Corning Visual Identity Standards › Distributor Applications

Consistent typography is an important element of our brand identity system. We limit ourselves to two typeface families, Times New Roman and Arial, to help unify our brand look and feel across all applications.

Times New Roman

123AaBbCc&?! 123AaBbCc&?!

123AaBbCc&?! 123AaBbCc&?!

Arial

123AaBbCc&?! 123AaBbCc&?!

123AaBbCc&?! 123AaBbCc&?!

Arial Narrow

123AaBbCc&?! 123AaBbCc&?!

123AaBbCc&?! 123AaBbCc&?!

The Typefaces The serif typeface Times New Roman is preferred as body copy in business communications, such as letters, and in documents that are dense with copy, such as sell sheets and technical manuals. The sans-serif typeface Arial is recommended for use in literature disclaimers and display copy, such as headlines and subheads, and is also appropriate as body copy in certain applications where copy is brief, such as advertising. Its contemporary feel reflects our innovative and forward-thinking brand. Arial Narrow is an optional choice appropriate for body copy in promotional materials, as well as legal copy.

The following fonts are approved for use in Asia and elsewhere when a character language is required: Korea: Batang

Poland: vu-Arial and vu-Times

Taiwan: Xinximing

Russia: Lucida Grande and Minion Pro

Japan: MS Mincho

Turkey: Lucida Grande and Minion Pro

Vietnam: vu-Arial and vu-Times

Arabic: Arial

China, including Hong Kong: Hei Regular or Simsun for titles, Simsun for all other words

Typefaces for Use in Electronic Media: When a character language is required, use Arial Unicode MS.

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Dow Corning Visual Identity Standards › Distributor Applications

At Dow Corning, we have built our brand by listening to our customers, and applying our passion for problem solving to create silicon-based solutions that help them transform their businesses. We are a trusted ally for customers, committed to helping them achieve their goals. Our brand voice should always reflect our collaborative, innovative and problem-solving approach.

The Voice One way we do this is by being approachable, believable and human in copy. We favor the short and simple over the long and complex, plain talk over jargon. Above all, our products or solutions are never presented as the ultimate focus of our communication. Instead, we always link our solutions to the specific problems they solve for our customers.

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Dow Corning Visual Identity Standards › Distributor Applications

Make sure the Dow Corning logotype is always legible. Two color schemes are available. No other colors may be used.

The Logotype 1

The preferred application of the logotype is two-color, where the bottom bar prints 100% PANTONE® 326 and the top bar prints 100% black. When the logotype is reproduced in other applications where PANTONE printing is not possible, use one of the formulas on page 7. 2

1

An acceptable application of the logotype is a single color. In all instances, the bottom bar prints 50% black (as shown here) and the top bar prints 100% black. Use only official reproduction artwork. Contact your local Dow Corning representative for reproduction artwork. Follow these standards every time you apply the Dow Corning logotype.

10

2

Dow Corning Visual Identity Standards › Distributor Applications

Our logotype requires appropriate clear space in all applications. This will help to protect its role as a key graphic representation of our brand.

Logotype Clear Space The logotype must always be surrounded on all sides by a clear field or margin. No type or other graphic elements may enter this zone. The minimum required clear space is a distance of X, where X equals the height of the black bar in the Dow Corning logotype. Allow for more clear space whenever possible.

11

X

X

X

X

X

Dow Corning Visual Identity Standards › Distributor Applications

To preserve legibility, our logotype must be sized correctly. Do not scale the logotype smaller than the minimum size shown here.

Logotype Minimum Size 1

The preferred size of the width of the logotype is 1.5 inches (38 mm). 1.5 inches (38 mm) 2

The absolute minimum size of the width of the logotype is 1 inch (25.4 mm). 3

When the minimum size or clear space cannot be met or the words “Dow Corning” in the top bar of the logotype are difficult to read, use the text “Dow Corning ®.” When used alone, set the text in Times New Roman instead. Never break the words “Dow” and “Corning.” They should always appear together on the same line. Use only official reproduction artwork. Always size the logotype proportionally.

Large-Format Applications For posters, trade show displays and similar applications, enlarge the logotype so that it is proportional to the logotype you would use in a smaller format.

1

1 inch (25.4 mm)

2

Dow Corningg® 3

For signs or other applications where the logotype is the dominant element, maintain the clear space as described on page 11.

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Dow Corning Visual Identity Standards › Distributor Applications

Unacceptable Logotype Configurations

As a key visual element of our brand, our logotype requires proper use in all situations. Do not skew the logotype, change colors or commit any of the other errors shown below.

1

Do not modify, embellish, stretch or skew any elements of the logotype. 2

SUMMIT

Do not alter logotype colors or use type in the teal bar of the Dow Corning logotype. 3

1

2

Do not use the logotype within a headline or text block. 4

We sell

Do not alter the logotype to include the words “Authorized Distributor.”

products

Distributor

5

Do not use the logotype on dark or patterned backgrounds.

3

4

5

6

6

Do not reverse the logotype out of black or any other colors. 7

Do not break the words “Dow” and “Corning.” 8

Dow Corning

Do not use the logotype as an element in a larger pattern or design. Follow these standards every time you apply the Dow Corning name or logotype. 7

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Dow Corning Visual Identity Standards › Distributor Applications

The Dow Corning Signature expresses and underscores our transformative, innovative brand essence. The phrase We help you invent the future™, set in type and trademarked, is carefully locked up to form our brand signature.

The Signature 1

Right-aligned signature. This is the preferred two-color Dow Corning Signature in teal and black. The relationship between the logotype and the tagline is fixed; the signature may not be altered or redrawn. Use this signature whenever possible.

1

2

Left-aligned signature. The relationship between the logotype and the tagline is fixed; the Dow Corning Signature may not be altered or redrawn. 3

An acceptable application of the logotype is a single color. Here, the bottom bar prints 50% black, the top bar prints 100% black and the copy to the right prints black.

2

Use only official reproduction artwork. Follow these standards every time you apply the Dow Corning Signature.

3

14

Dow Corning Visual Identity Standards › Distributor Applications

The Dow Corning Signature needs room to stand out and do its job of identifying our company. Always allow a generous area of clear space around the Dow Corning Signature. Offsetting the signature in this way gives it more visibility. The designated minimum clear space around the signature must always be kept free of any text or graphic elements.

Signature Clear Space and Construction 0.4X The minimum required clear space is a distance of X, where X equals the height of the black bar in the Dow Corning logotype. Allow for more clear space whenever possible.

0.4X

0.25X

Follow these standards every time you apply the Dow Corning Signature.

15

Dow Corning Visual Identity Standards › Distributor Applications

Make sure the Dow Corning Signature is always legible. Pay special attention to ensure that the tagline and trademark symbol are reproduced accurately.

Signature Minimum Size 1

3.1875 inches (81 mm)

The preferred size allowance for the width of the signature is 3.1875 inches (81 mm). 2

The absolute minimum size of the width of the signature is 2.375 inches (60 mm). This minimum size is to ensure legibility of the signature and website address.

1

Use only official reproduction artwork.

2.375 inches (60 mm)

Always size the Dow Corning Signature proportionally. Follow these standards every time you apply the Dow Corning Signature.

16

2

Dow Corning Visual Identity Standards › Distributor Applications

These are examples of unacceptable signature configurations. To ensure the visual integrity of the Dow Corning g brand, please adhere to the signature configuration standards presented on the previous pages.

Unacceptable Signature Configurations 1

Do not stretch or skew any elements of the signature. We help you invent the future.™

2

Do not alter signature colors or change the case of any elements of the tagline or website. 3

Do not use the Dow Corning Signature on teal or against any other colored or patterned backgrounds.

1

2

3

4

5

6

4

Do not reverse the Dow Corning Signature out of black or any other colors. 5

Do not alter any elements of the Dow Corning Signature or include “www” in the website address. 6

Do not use a color other than black for the one-color Dow Corning Signature. Follow these standards every time you apply the Dow Corning Signature.

17

Dow Corning Visual Identity Standards › Distributor Applications

Use one of the three available Authorized Distributor lockups to visually represent the Dow Corning brand in your company’s materials.

The Authorized Distributor Lockup 1

Left-aligned lockup. This is the preferred two-color Authorized Distributor lockup in teal and black. An acceptable application of the lockup is a single color. Here, the bottom bar prints 50% black, the top bar prints 100% black and the copy to the right prints black.

1

2

Right-aligned lockup. An acceptable application of the lockup is a single color. Here, the bottom bar prints 50% black, the top bar prints 100% black and the copy to the left prints black. 3

Bottom-aligned lockup. An acceptable application of the lockup is a single color. Here, the bottom bar prints 50% black, the top bar prints 100% black and the copy at the bottom prints black.

2

The relationship between the logotype and the words is fixed; the lockup may not be altered or redrawn. Use only official reproduction artwork. Follow these standards every time you apply the Dow Corning Authorized Distributor lockup.

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3

Dow Corning Visual Identity Standards › Distributor Applications

To ensure adequate room for an Authorized Distributor lockup, follow the minimum clear space requirements as detailed here.

0.68X 0.68X

The minimum required clear space is a distance of X, where X equals the height of the bar in the Dow Corning logotype. Allow for more clear space whenever possible.

1X 0.58X

19

Dow Corning Visual Identity Standards › Distributor Applications

Authorized Distributor Lockup – Minimum Size

Keep the lockup legible in all applications by adhering to these minimum size requirements.

1

The preferred size allowance for the width of the right- or left-aligned lockup is 2.25 inches (57 mm). 2.25 inches (57 mm)

2

2 inches (51 mm)

The absolute minimum size of width of the rightor left-aligned lockup is 2 inches (51 mm). 3

The preferred size allowance for the width of the bottom-aligned lockup is 1.75 inches (44.5 mm).

1

2

4

The absolute minimum size of the width of the bottom-aligned lockup is 1.5 inches (38 mm).

1.75 inches (44.5 mm)

1.5 inches (38 mm)

5

When the minimum size or clear space requirements for the Authorized Distributor lockup cannot be met, or the words “Dow Corning ® Authorized Distributor” are difficult to read, use the text-only version “Dow Corning ® Authorized Distributor.” When used alone, set the text in Times New Roman. Never break the words “Dow” and “Corning.” They must appear together on the same line.

Use only official reproduction artwork. Always size the Dow Corning Authorized Distributor lockup proportionally.

3

Dow Corningg® Authorized Distributor 5

Follow these standards every time you apply the Dow Corning Authorized Distributor lockup.

20

4

Dow Corning Visual Identity Standards › Distributor Applications

Unacceptable Authorized Distributor Lockup Configurations

These are examples of unacceptable lockup configurations. To ensure the visual integrity of the Dow Corning g brand, please adhere to the lockup configuration standards presented on the previous pages.

1

Do not stretch or skew any elements of the Authorized Distributor lockup.

AUTHORIZED DISTRIBUTOR

2

Do not alter the Authorized Distributor lockup colors, position or change the case of the words. 1

2

3

4

5

6

3

Do not use the Authorized Distributor lockup on teal or against any other colored or patterned backgrounds. 4

Do not reverse the Authorized Distributor lockup out of black or any other colors. 5

Do not alter any elements of the Authorized Distributor lockup. 6

Do not use a color other than black for the one-color Authorized Distributor lockup. 7

Do not alter any elements of the Authorized Distributor lockup. 8

Do not use the Authorized Distributor lockup within a headline or text block. Follow these standards every time you apply the Dow Corning Authorized Distributor lockup. 21

Authorized

Authorized Distributor 7

8

Dow Corning Visual Identity Standards › Distributor Applications

Distri

Business Cards

You may use the Dow Corning name, logotype or Authorized Distributor lockup on a distributor’s business card. Y

1

At no time shall the Dow Corning logotype appear on the front face of a distributor’s business card. However, it is acceptable to include the phrase “Authorized Distributor for Dow Corning for ” on the front of the card.

Front of Card Charles Sandler Authorized Distributor for Dow Corning Sealants for Construction Solutions

AAA

2

The Dow Corning logotype can be used on the back of a business card if it appears alongside other product lines also sold by the distributor. This “line card” appearance should avoid any suggestion that the distributor is an employee of Dow Corning.

Back of Card

CO-BRAND LOGO

Tripp-Ay Adhesives

1234 Main Street, Anytown, MA 12345 T (555) 555-1234 F (555) 555-5678

1

2

3

When Dow Corning is the principal supplier for a distributor, it is appropriate for the distributor to use the Authorized Distributor lockup on the back of the business card. It should be clear that the distributor is an independent business. 4

If the minimum size or clear space requirements of the logotype or lockup cannot be met, use the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead.

3

Dow Corningg® Authorized Distributor

When the Dow Corning logotype or Authorized Distributor lockup is used, it must be clear that the distributor is not an employee of Dow Corning. Only use the logotype or Authorized Distributor lockup on business cards that print on white card stock.

22

4

Dow Corning Visual Identity Standards › Distributor Applications

CO-BRAND LOGO

Avoid the errors shown below when using the Dow Corning identity elements on your business cards. A

Back of Card

Unacceptable Business Card Formats

CO-BRAND LOGO

Charles Sandler Authorized Distributor for Dow Corning Sealants for Construction Solutions

CO-BRAND LOGO

1

At no time shall the Dow Corning logotype or Authorized Distributor lockup appear on the front face of a distributor’s business card.

AAA

CO-BRAND LOGO

Tripp-Ay

CO-BRAND LOGO

Adhesives

1234 Main Street, Anytown, MA 12345 T (555) 555-1234 F (555) 555-5678

CO-BRAND LOGO

2

Do not violate the Dow Corning logotype or Authorized Distributor lockup minimum size or clear space on a line card. See pages 11 for details.

1

2

3

Never place the logotype or Authorized Distributor lockup without meeting proper minimum size or clear space requirements. See page 11 for details.

3

23

Dow Corning Visual Identity Standards › Distributor Applications

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

Your promotional effort may include specialty items imprinted with the Dow Corning name, logotype or Y Authorized Distributor lockup, such as mugs and T-shirts. Follow the standards listed here to ensure compliance with brand standards in all such applications.

Specialty Items – Promotional Items On items that have square or rectangular viewing surfaces, make sure that the Dow Corning name, logotype or Authorized Distributor lockup is always in view and does not wrap around out of view. Using Specialty Effects Different techniques can be used to duplicate the Dow Corning name, logotype or Authorized Distributor lockup provided they do not clash with, detract from or compete with the logotype. Examples of duplication techniques include embroidery, hot stamping, foiling, etching and engraving.

ted to

Presen

Charles

Sales tanding s for Outs ing Product rn o C of Dow rth America o N in

Front Back

When reproducing the lockup using these techniques, do not simply reverse out the letters in the Dow Corning name and rely on the background color. Instead, be sure to specify the color white for the Dow Corning name. If the minimum size or clear space requirements of the logotype or Authorized Distributor lockup cannot be met, use the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead. Refer to page 5 to determine which of the brand elements you may use.

24

Sandler

Dow Corning Visual Identity Standards › Distributor Applications

Specialty Items – Clothing In clothing applications, the Authorized Distributor

In clothing applications, you may place the Dow Corning name, logotype or Authorized Distributor lockup against a color fabric only if the shade of the fabric does not clash with or detract from the legibility of the lockup.

lockup may be used in conjunction with the distributor’s logotype and against a non-white background if the background is a very light shade or neutral color and does not clash with, detract from or compete with the logotype. 1

Use the Dow Corning name, logotype or Authorized Distributor lockup on a different side than the distributor’s main logotype, for example, on the chest pocket or on the back.

® orning Dow C rized Autho utor Distrib

2

The lockup can also be used in nontraditional locations in conjunction with the distributor’s main logotype. For example, here, the lockup is placed at the end of the sleeve. Using Specialty Effects Different techniques can be used to duplicate the Dow Corning name, logotype or Authorized Distributor lockup provided they do not clash with, detract from or compete with the logotype. Examples of duplication techniques include embroidery, hot stamping, foiling, etching and engraving.

1

When reproducing the lockup using these techniques, do not simply reverse out the letters in the Dow Corning name and rely on the background color. Instead, be sure to specify the color white for the Dow Corning name. If the minimum size or clear space requirements of the logotype or Authorized Distributor lockup cannot be met, use the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead. 2

Refer to page 5 to determine which of the brand elements you may use. 25

Dow Corning Visual Identity Standards › Distributor Applications

Facility Signage – Clear Space and Reproduction

Several requirements govern the use of the Dow Corning name, logotype or Authorized Distributor lockup whenever they are used in signage applications.

Place the lockup against a light, pattern-free background or substrate. Be sure that the surface is a neutral color (such as gray, beige, off-white, gold, silver, brass, bronze or lightcolored natural stone). • Do not use low-resolution graphics. • Do not use reproduction techniques that result in poor readability.

X

X

X

X

X

X

X

• Do not etch or carve the logotype bars or the words within the bars. (You may, however, attach raised letters to the bar.) 1

1

The Authorized Distributor lockup must always be surrounded on all sides by a measurement of X, where X is defined as the height of the black bar in the Dow Corning logotype. 2

If the logotype is reproduced in two sections for structural mounting, the distance between the two bars should be 0.2X (one-fifth X), where X is defined as the height of the black bar in the logotype.

X 0.2X

2

3

In instances where the Dow Corning logotype or Authorized Distributor lockup cannot be reproduced as described here, set the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” in Times New Roman Bold instead.

Dow Corning g® Dow Corning g® Authorized Distributor 3

Always reproduce the logotype or Authorized Distributor lockup from official reproduction artwork provided by Dow Corning.

26

The grid lines are for illustrative purposes only. Do not reproduce.

Dow Corning Visual Identity Standards › Distributor Applications

When using the Dow Corning name, logotype or Authorized Distributor lockup for signage, be sure to use the proper digital files and mount on neutral-color surfaces.

Facility Signage – Mounting Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes. 1

The Dow Corning logotype may be placed on a clean, light-colored background together with other logotypes represented by the distributor. Do not reproduce the logotype on deeply colored surfaces. 2

1

The Dow Corning Authorized Distributor lockup may be placed on a clear or frosted background. However, you must always reproduce the words “Dow Corning” in white rather than clear type. Do not reproduce the lockup on deeply colored surfaces. 3

In instances where the Dow Corning logotype or Authorized Distributor lockup cannot be reproduced as described here, set the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” in Times New Roman Bold. Refer to page 5 to determine which of the brand elements you may use. 2

27

3

Dow Corning Visual Identity Standards › Distributor Applications

While the design possibilities are endless, the examples on this page demonstrate how identity elements may interact. Ultimately, consult with your local Dow Corning representative for additional guidance.

Exhibit Applications – Booth Graphical Elements When applying the Dow Corning logotype or Authorized Distributor lockup in a trade show application, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup. 1

and 2 Use the Dow Corning logotype or Authorized Distributor lockup anywhere on a white background provided the clear space and minimum size requirements are maintained. Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes. 1

2

28

Dow Corning Visual Identity Standards › Distributor Applications

In vertical applications such as pop-up displays or banners, be sure to follow the sizing and placement rules governing the use of Dow Corning identity elements.

Exhibit Applications – Vertical Format When applying the Dow Corning logotype or Authorized Distributor lockup on a vertical exhibit application such as a pop-up display or an outside pole banner, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup.

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Be sure the height of the logotype or lockup is no less than one-thirty-second the height of the entire piece. For example, if your pop-up display is 60 inches (1.5 m) tall, the height of the logotype or lockup should be 1.875 inches (47.6 mm) tall. CONTENT AREA 1

You may use the Dow Corning logotype or Authorized Distributor lockup anywhere on a white background within the exhibit provided the clear space and minimum size requirements are maintained. 2

and 3 Pre-designed panels are available and ready for a distributor’s logo to be added. Contact your local Dow Corning representative for a list of panels. 1

2

3

Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

The gray boxes are for illustrative purposes only. Do not reproduce.

29

Dow Corning Visual Identity Standards › Distributor Applications

Horizontal applications that include Dow Corning identity elements should adhere to specific sizing and placement rules.

Exhibit Applications – Horizontal Format When applying the Dow Corning logotype or Authorized Distributor lockup on a horizontal exhibit application such as a banner or panel in a booth, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup.

1

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CONTENT AREA

Be sure the height of the logotype or Authorized Distributor lockup is no less than one-sixteenth the height of the entire piece. For example, if your tabletop display is 36 inches (0.9 m) tall, the height of the logotype or lockup should be 2.25 inches (57 mm) tall. 1

You may use the Dow Corning logotype or Authorized Distributor lockup anywhere on a white background provided the clear space and minimum size requirements are maintained.

Impress with the best.

Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

The gray boxes are for illustrative purposes only. Do not reproduce.

30

Dow Corning Visual Identity Standards › Distributor Applications

Poster Applications When applying the Dow Corning logotype or Authorized Distributor lockup on a poster, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup.

Follow the specifications detailed below to utilize the Dow Corning logotype or Authorized Distributor lockup in your poster applications.

1

Top-aligned logo bar. The Dow Corning logotype or Authorized Distributor lockup may be placed anywhere on a white background provided the clear space and minimum size requirements are maintained. 2

1

CO-BRAND LOGO

Quality adhesives. Global scale.

Bottom-aligned logo bar. Be sure the height of the logotype or Authorized Distributor lockup is no less than one-sixteenth the height of the entire piece. For example, if your poster is 24 inches (0.6 m) tall, the height of the Dow Corning logotype or Authorized Distributor lockup should be 1.5 inches (38 mm) tall. 3

CO-BRAND LOGO

2

CONTENT AREA

Preferred placement. The Dow Corning logotype or Authorized Distributor lockup may be placed in a white box, provided clear space requirements are met. See page 11 for details.

Turbin Tur b es for bin for a greener tomorrow.

Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

3 The gray boxes are for illustrative purposes only. Do not reproduce.

31

Dow Corning Visual Identity Standards › Distributor Applications

Co-branded print advertising may include the Dow Corning name, logotype or Authorized Distributor lockup only if sized and placed correctly.

Print Advertising – Single-Page Format When jointly communicating information to a target audience, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup. 1

2

Preferred placement of the Dow Corning logotype or Authorized Distributor lockup may be placed anywhere on a white background provided the clear space and minimum size requirements are maintained. 2

Acceptable placement of the Dow Corning logotype or Authorized Distributor lockup.

CONTENT AREA

CONTENT AREA

In instances where the Dow Corning logotype or Authorized Distributor lockup cannot be reproduced as described here, set the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead. If you are setting text inline with your advertisement, refer to pages 37 and 38 for instructions. Otherwise, set the text in Times New Roman Bold.

1

Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

The gray boxes are for illustrative purposes only. Do not reproduce.

32

Dow Corning Visual Identity Standards › Distributor Applications

Co-branded print ad spreads may use the Dow Corning name, logotype or Authorized Distributor lockup only if clear space and minimum size requirements are maintained.

Print Advertising – Spread Ad Placement When jointly communicating information to a target audience, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup. 1

CONTENT AREA

Preferred placement of the Dow Corning logotype or Authorized Distributor lockup may be placed anywhere on a white background provided the clear space and minimum size requirements are maintained. 2

Acceptable placement of the Dow Corning logotype or Authorized Distributor lockup. In instances where the Dow Corning logotype or Authorized Distributor lockup cannot be reproduced as described here, set the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead. If you are setting text inline with your advertisement, refer to pages 37 and 38 for instructions. Otherwise, set the text in Times New Roman Bold.

1

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

2

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO

CONTENT AREA

Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

The gray boxes are for illustrative purposes only. Do not reproduce.

33

Dow Corning Visual Identity Standards › Distributor Applications

To use the Dow Corning name, logotype or Authorized Distributor lockup in a fractional ad, follow the usage standards described below.

Print Advertising – Fractional Sizes When jointly communicating information to a target audience, the distributor’s logotype may receive greater emphasis than the Dow Corning logotype or Authorized Distributor lockup.

2

1

Preferred placement of the Dow Corning logotype or Authorized Distributor lockup may be placed anywhere on a white background provided the clear space and minimum size requirements are maintained. 2

CONTENT AREA

Acceptable placement of the Dow Corning logotype or Authorized Distributor lockup. In instances where the Dow Corning logotype or Authorized Distributor lockup cannot be reproduced as described here, set the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead.

CONTENT AREA

If you are setting text inline with your advertisement, refer to pages 37 and 38 for instructions. Otherwise, set the text in Times New Roman Bold. Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

1

The gray boxes are for illustrative purposes only. Do not reproduce.

34

Dow Corning Visual Identity Standards › Distributor Applications

Avoid these violations when using the Dow Corning name, logotype or Authorized Distributor lockup. A

Unacceptable Name, Logotype or Authorized Distributor Lockup Placements When using the Dow Corning name, logotype or Authorized Distributor lockup in the instances described in the previous pages, avoid these unacceptable placements: 1

Do not place the Authorized Distributor Lockup on an image or colored background other than white. 2

Quality adhesives. Global scale.

Never place the Authorized Distributor lockup in a box with a consistent spacing around the lockup. See page 11 for details. 3

Do not display the Dow Corning logotype unless minimum size and clear space requirements can be met. See page 11 for details.

1

2

4

Dow Corning®

Never break the words “Dow” and “Corning” onto two separate lines. Follow these standards every time you apply the Dow Corning name, logotype or Authorized Distributor lockup.

CO-BRAND LOGO CO-BRAND LOGO

CO-BRAND LOGO

3

35

CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO CO-BRAND LOGO

CO-BRAND LOGO

CO-BRAND LOGO CO-BRAND LOGO

CO-BRAND LOGO

4

Dow Corning Visual Identity Standards › Distributor Applications

Follow these pointers when depicting the Dow Corning g brand in line card applications.

Line Card Applications When using the Dow Corning name, logotype or Authorized Distributor lockup in a line card application, there are two ways to represent the Dow Corning g brand: 1

Place the logotype in line with others at equal or greater emphasis than the other brands on the page.

Dow Corning® Authorized Distributor

2

In instances where the Dow Corning logotype or Authorized Distributor lockup cannot be reproduced as described here, set the text “Dow Corning ®” or “Dow Corning ® Authorized Distributor” instead.

CO-BRAND LOGO

Lorem Ipsum Authorized Distributor

CO-BRAND LOGO

If you are setting text inline with your line card, refer to pages 37 and 38 for instructions. Otherwise, set the text in Times New Roman Bold. Follow mandatory size and clear space requirements when using the Dow Corning logotype or Authorized Distributor lockup with other logotypes.

XIAMETER R® Authorized Distributor

CO-BRAND LOGO

Dolor Sit Amet Authorized Distributor

CO-BRAND LOGO

1

2

Authorized Distributor agreement must be in place prior to trademark usage.

36

Dow Corning Visual Identity Standards › Distributor Applications

Trademark Standards When the Dow Corning name is used to describe our company, it does not need to be called out or

Acknowledge the ownership of all trademarks used in Dow Corning literature. This applies both to Dow Corning trademarks and to trademarks owned by others. Trademark notices are typically included in the back-page sign-off. Trademark ownership may also be referenced in a footnote on the page where the trademark appears.

treated as a trademark. But when Dow Corning is used in conjunction with the word “brand,” as part of the name of a product or product line, the following specific trademark standards apply: 1

The trademark name is the adjective that identifies the source of the product and reflects its quality. Type or print the trademark name in a distinctive manner using italics, bold or all caps. When the body copy is set in italics, use regular text, bold or all caps. 2

2 1

3

4

Dow Corningg® 795 Silicone Building Sealant

Use the appropriate symbol (®, TM, SM, etc.) with the trademark name the first time it appears in the document. Use the ® symbol if the trademark is registered in the country where it is used. Use the TM symbol if the trademark is not registered. If the trademark appears for the first time in a headline where the symbol would be disruptive, you may omit the symbol and instead use it the first time the trademark appears in the body copy. 3

Silastic® brand silicone tubing Dow Corning g® brand 795 Silicone Building Sealant

The product specification number is assigned by the business responsible for the product. Some products do not have product numbers. 4

A generic name is a noun that forms the descriptive or chemical name of the product. Examples of generic names include “sealant,” “lubricant,” “fluid,” etc. The generic name may be initial-capped or set in lowercase letters.

37

On packaging, or when referring to a product line or general class of Dow Corning g products, follow the trademark name and symbol with the word “brand.” The word “brand” is required only the first time the trademark appears. Set it in all lowercase letters.

Dow Corning Visual Identity Standards › Distributor Applications

Take care to treat our trademarks correctly in all situations. This includes body copy, where our trademark rules require specific treatment of the Dow Corning name.

Trademark Standards in Body Copy

INSTEAD OF...

USE...

The tubing was made of Silastic.

The tubing was made of Silastic ® brand silicone rubber.

The building was sealed with Dow Corning ® 795.

The building was sealed with Dow Corning ® 795 Silicone Building Sealant.

The Molykotess are used to lubricate plastic parts in cars and precision machinery.

Molykote® specialty lubricants are used to lubricate plastic parts in cars and precision machinery.

Syl-Off’s s properties are well-suited for pressure-sensitive labels.

The properties of Syl-Offf ® release coatings make them well suited for pressure-sensitive labels.

Dow Corning Silastic ® Adhesive

Silastic ® brand adhesive from Dow Corning

FIRST REFERENCE

SUBSEQUENT REFERENCES

Molykote® G-4500 Multipurpose Synthetic Grease

Molykote Multipurpose Synthetic Grease Molykote G-4500 Grease G-4500 Synthetic Grease

Dow Corning ® Q2-5220 Resin Modifier

Dow Corning g Resin Modifier Q2-5220 Resin Modifier Modifers from Dow Corning

1

A trademark may never stand alone. It must always modify a noun, such as the word “brand,” a generic product name or the name of the product line. Note: The product number, by itself, is not considered a noun. Trademarks should not be used in the plural or possessive form. They should not be compounded with another word by hyphenation or coupled with another trademark. 2

1

Once you have introduced the complete product name (trademark + product number + generic), you can shorten it in one of these ways: drop the product number; shorten the generic; use the generic without the trademark; or link the generic name to our corporate name.

2

38

Dow Corning Visual Identity Standards › Distributor Applications

The sign-off area of literature includes several important elements. Include these elements as needed.

Disclaimer Area LIMITED WARRANTY INFORMATION – PLEASE READ CAREFULLY

The following elements are included in the standard sign-off that appears on the back page of Dow Corning printed literature and may be set in Times New Roman, Arial or Arial Narrow:

The information contained herein is offered in good faith and is believed to be accurate. However, because conditions and methods of use of our products are beyond our control, this information should not be used in substitution for customer’s tests to ensure that our products are safe, effective and fully satisfactory for the intended end use. Suggestions of use shall not be taken as inducements to infringe any patent.

1

There are two warranty disclaimers you may use. In order, they are the Standard Limited Warranty Disclaimer and the Service Disclaimer. Please consult with your local Dow Corning representative for more details. 2

Always include trademark notices for any Dow Corning trademark names referenced in the document.

LIMITED WARRANTY DISCLAIMER

1

Dow Corning’s sole warranty is that our products will meet the sales specifications in effect at the time of shipment. Your exclusive remedy for breach of such warranty is limited to refund of purchase price or replacement of any product shown to be other than as warranted.

or

DOW CORNING SPECIFICALLY DISCLAIMS ANY OTHER EXPRESS OR IMPLIED WARRANTY OF FITNESS FOR A PARTICULAR PURPOSE OR MERCHANTABILITY. DOW CORNING DISCLAIMS LIABILITY FOR ANY INCIDENTAL OR CONSEQUENTIAL DAMAGES.

To the full extent permitted by law, Dow Corning disclaims any and all liability with respect to your use of, or reliance upon, any report, data, procedure, conclusions or opinion contained in the information provided to you. You agree that you have the sole obligation to decide whether information provided by Dow Corning will work in your processes or will be safe and efficacious in your applications. It is your sole responsibility to determine the suitability of any products made by or for you in reliance on the information provided to you. Dow Corning does not make any warranty or representation, express or implied, with respect to the utility or completeness of the information provided to you and specifically disclaims the implied warranties of merchantability and fitness for a particular purpose.

Where appropriate, the disclaimer should be translated in accordance with local standards. Please consult with your local Dow Corning representative for more details. 2

39

Dow Corningg is a registered trademark of Dow Corning Corporation. XIAMETER is a registered trademark of Dow Corning Corporation.

Dow Corning Visual Identity Standards › Distributor Applications

Dow Corning is a registered trademark of Dow Corning Corporation. We help you invent the future is a trademark of Dow Corning Corporation. XIAMETER is a registered trademark of Dow Corning Corporation. Silastic, Molykote and Syl-Off are registered trademarks of Dow Corning Corporation. PANTONE is a registered trademark of Pantone, Inc. ©2010 Dow Corning Corporation. All rights reserved.

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