crst–the transportation solution · 6 pegasus transportation inc. the besl transfer co. gardner...
TRANSCRIPT
C R S T – T H E T R A N S P O R T A T I O N S O L U T I O N
BRAND STANDARDS
MARCH 2019
2
THE BRAND EXPER IENCE
What is the “brand experience?” It’s more than you may think.
Any time a person interacts with CRST or its Operating
Companies, in any way—from receiving a business card, to
reading a brochure, to speaking to us on the phone—they
experience the CRST brand. They come away with a gut
feeling about who we are and what it is like to work with us.
That experience can appear focused and professional, or
scattered and confusing.
That’s why we have put together this brand style guide—to
help all of us who represent CRST present a clear, consistent
brand for our company. By using these guidelines, you’ll help
protect the integrity of our brand, make a clear distinction with
our competition and help us communicate that our services are
among the best available.
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THE CRST INTERNATIONAL LOGO
Our logo is one of the most important tools we have to visually
convey our brand name and identity. It should be used in all
communications we produce. Our logo is our “public face” and
must be used in a consistent way. Please use the standards
that follow when using it.
MIN IMUM S I ZE
When sizing our logo in printed materials, a general rule is to
be sure it isn’t so small that it looks too weak or so large that it
is too dominant, stealing visual power from the text or photos.
The minimum size of 1.5 inches is the smallest the logo
should be reproduced.
Minimum size 1.5 inches
4
CORRECT CRST INTERNATIONAL LOGO USAGE
When printing in color, the four-color or two-color version shown below should be used. When printing in one-color, the gray-scale
(black and white) version is preferred. The logo should never be stretched or distorted in anyway, should not be screened back
and colors are not to be changed.
The logo is available in a number of file formats. For commercial printing, silk screened T-shirts and signage, a vector-based file
is usually preferred. Choose the Illustrator .eps or .ai formats for this purpose. Logos in .jpeg format are preferred for PowerPoint
and Word documents. The logo has also been converted to formats for Web applications including .gif, .png and optimized .jpeg.
Primary Logo 4-color process versionInks: cyan, magenta, yellow, black
If greater contrast is desired or in one color applications, use the white logo.
2-color version:Inks: Pantone 872 (gold) and Pantone black
1-color version:Ink: black
1-color version:Ink: Pantone 872 (gold)
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OPERAT ING COMPANY LOGOS
All legacy operating company logos are 1-color. Pantone 872 (gold) or solid black. If printing 4 color process the gold can be
converted to a CMYK build .
Expedited
Logistics
Dedicated Services
6
Pegasus Transportation Inc.
The BESL Transfer Co.
Gardner Trucking, Inc.
Malone Malone Alternate Logo
Malone (Powered by CRST) is an acceptable alternate logo for CRST Malone, and has been approved for use on public facing materials.
NON - LEGACY OPERAT ING COMPANY LOGOS
The non-legacy operating companies below are owned by CRST, but maintain their distinct brand while being designated as
“A CRST International Company”. Each company’s logo must include this identifier wherever it is used.
Flatbed Logo
The Flatbed logo is an acceptable alternate logo for CRST Malone, and BESL. It has been approved for use on public facing materials.
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CLEAR SPACE
To ensure that the logo is not compromised, an area of clear
space has been established. No other text or logo is to appear
within this area. The minimum area of clear space around the
logo is equal to one half the height of the “S” as shown below.
This formula is to be applied to all legacy operating companies
as well.
X
X
X
X
XX
XX
X = 1/2 the height of the S
X
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INCORRECT LOGO USAGE
The logo should not be screened back.
Logo colors must not be changed from the colors shown in
this guide.
The logo must never be stretched or distorted in any way.
Do not use backgrounds other than solid white or solid black
whenever possible. Other colors, patterns or images can
greatly reduce legibility.
The position of type in relation to the logo must not be altered.
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NON - LEGACY OPERAT ING COMPANY LOGO GU IDEL INES
The non-legacy operating companies below are owned by CRST, but maintain their distinct brand while being designated as
“A CRST International Company”. Each company’s logo must include this identifier wherever it is used.
Below are color formulas, minimum clear space guidelines and minimum sizes for the logos of each company.
Pegasus Transportation Inc.
The BESL Transfer Co.
Gardner Trucking, Inc.
Pantone 361CCMYK: 77 0 100 0RGB: 67 178 42HTML: 43b02a
Pantone 287CCMYK: 100 75 2 18RGB: 0 48 135HTML: 003087
Pantone 485CCMYK: 0 95 100 0RGB: 218 41 28HTML: da291c
X
X
X
XX
XX
XX
Minimum clear space around logo is equal to the height of the “P” in Pegasus
Minimum size is 1-1/2” wide
Minimum clear space around logo is equal to one half the height of the “E” in Malone
Minimum size is 1” wide
Minimum clear space around the logo is equal to the height of the graphic below BESL
Minimum size is 1” wide
Minimum clear space around the logo is equal to twice the height of the blue banner
Minimum size is 1-1/8” wide
XX XX
Malone Alternate Logo
Malone (Powered by CRST) is an acceptable alternate logo for CRST Malone, and has been approved for use on public facing materials.
XX
X
X X
X X
X
X
X
X X
BLACK TYPE
BLACK TYPE
BLACK Tagline
BLACK “G” and Tagline
Pantone 872CMYK: 31 35 62 4RGB: 175 152 110HTML: af986e
Pantone 872CMYK: 31 35 62 4RGB: 175 152 110HTML: af986e
Solid BlackCMYK: 0 0 0 100RGB: 0 0 0HTML: 000000
Solid BlackCMYK: 0 0 0 100RGB: 0 0 0HTML: 000000
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CORPORATE FONTS
Typography can be used to promote visual consistency and a family appearance among communication materials. Helvetica is
considered the primary corporate font approved for use in design applications. Eurostile can also be used for headlines and
call-outs when appropriate. Using the approved fonts will bring a more uniform approach to type as a brand element.
Helvetica provides optimum readability as well as a professional and contemporary character that compliments the CRST brand.
Helvetica
LightLight ItalicMediumMedium ItalicBoldBold ItalicBlackBlack ItalicLight CondensedRegular CondensedMedium CondensedCondensed ItalicBold CondensedBold Condensed ItalicBlack CondensedBlack Condensed Italic
EUROSTILEBOLD CONDENSED
DEMI
BOLD
BOLD EXTENDED
Approved body copy fonts
Helvetica Light
For nearly 60 years, CRST International’s family of companies
has exceeded customer expectations by providing quality
transportation and logistics services.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Helvetica Medium
For nearly 60 years, CRST International’s family of companies
has exceeded customer expectations by providing quality
transportation and logistics services.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Approved headline style
When Eurostile is used in a headline it is preferred when styled
as follows:
- All Caps
- Tracking extended to at least 75
When Eurostile isn’t available, Helvetica Bold may be used.
See the Eurostile example below:
DRIVEN FOR YOU.
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CORPORATE FONTS (CONT.)
ArialRegularItalicBoldBold Italic
MyriadRegularItalicBoldBold Italic
When Helvetica is not available to your system or when using non-design applications (PowerPoint, etc.) where Helvetica is not
available, Arial or Myriad may be used as a substitute.
COLORS
It is essential that our colors be used consistently in all communications. Shown here are the approved colors for use in CRST
materials and on the Web. The logo is created in four process colors as well as in Pantone 872 and solid black. Pantone 872 is
used when four-color printing is cost prohibitive or when silk screen printing is used as when making T-shirts and signs.
NOTE: Printed colors will be affected by the paper stock on which they are printed. When printed on a coated (dull or glossy)
enamel paper, colors will appear cleaner and generally brighter than when printed on an uncoated paper. Pantone colors that are
converted to four-color process will also shift slightly, because they are built from four separate colors.
Primary Corporate Colors
Pantone 872 Solid Black
HEX: af986e HEX: 000000
C
31
M
35
Y
62
K
4
C
0
M
0
Y
0
K
100
R
175
G
152
B
110
R
0
G
0
B
0