Branding Design Style Guide

Brand Position and History

Idaho Steel manufactures food processing lines that are high quality, cutting edge technology. We are one of the food pro-cessing industry’s leaders in both design and manufacturing.

Our equipment can be found in operation in most potato processing factories around the world. In the food processing industry, the Idaho Steel name is considered high quality, high technology.

When presenting the Idaho Steel brand in marketing or advertising materials, the integrity of the brand must be maintained. The Idaho Steel brand must be presented in a way reflective of how we would like the industry to view our equipment. The brand position of high quality, high technology should be reflected in all marketing materials. Furthermore the company logo and colors need to maintain unity across all media platforms.

This Style Guide will assist in keeping the Idaho Steel brand and image consistent; so that general brand awareness can be reflective of the quality we strive for.

Idaho Steel has been in business since 1918. In that time we have learned that the people that work here are the companies greatest asset. Through the years custom craftsmen have built and installed state of the art processing equipment in food processing factories all over the world. It is not uncommon to find Idaho Steel equipment in operation manufactured in the 1960’s. This commitment to heavy duty solid manufacturing continues today in everything we do.

We respect the uniqueness of every individual and believe that such an attitude will build a team of confident, creative members possessing a high degree of initiative, self respect and self discipline. We believe in not accepting the status quo; in constant improvement, and in the value of ongoing education in any form. We believe in providing opportunity for personal, professional, and organizational growth within our company. Close mutual support of one another is a fundamental tenent of ours. Our aim is to provide an atmosphere that encourages employee teamwork, integrity and excellence. Through these values and beliefs we are able to be of service to our customers.

Colors and Fonts

Blue Steel

Magnum

Ink Black

R:G:B 0:37:150C:M:Y:K 100:95:7:3Hex 002596Pantone Reflex Blue Coated/Uncoated

R:G:B 153:153:153C:M:Y:K 43:35:35:1Hex 999999Pantone Cool Gray 7 Coated/Uncoated

R:G:B 0:0:0C:M:Y:K 75:68:67:90Hex 000000Pantone Black 6 Coated/Uncoated

Headers: 14-26 point, Regular

Britannic BoldBody: 12-16 point, Regular

Footlight MT Light

There are a few ways that typography and copy should be handled for Idaho Steel marketing materials. Headers should be either Blue Steel or Ink Black, or a combination of the two in a style mimicing the Idaho Steel logo as demonstrated by the page header. They should use Britannic Bold font with standard spacing. All body should use either Footlight MT Light, or when not available, Times New Roman or other comparable non-sans font.

Colors should be simple and used primarily as accents, following the color codes presented on this page. The space not occupied by media should be standard white. This approach is two-fold; the simple clean design allows us to bring focus to the Idaho Steel branding (logo) and equipment without distraction. It also keeps printing costs low and is a simple yet effective approach that stands out in otherwise cluttered magazines and trade shows.

Logos and Layout

Formal Logo

Icon Only Logo

Informal Logo

Standard Colors

Greyscale

Icon on Black

Logo Placement is very important in presenting a consistent image that is maintained throughout our marketing media. The formal and informal logos must be placed either in the upper left or upper center of a document, and may also be used in the bottom center of a page as the footer.

The Icon can be used in a variety of situations, but must maintain its dimensions at all sizes. The icon can be presented on white, black or color as demonstrated below, but must always stand point up, with the color at the top of the icon.

Logo and Icon colors are the same as noted on the previous page, but can be used greyscale when the situation requires it. When used on clothing the logo can either be outlined in white stitching, or blocked in white as demonstrated to the right.

Images and Placement

Images used for Idaho Steel equipment must meet a num-ber of requirements. For marketing material, inventor images are preferred. They present a clean, sharp representation of how the equipment looks when newly manufactured.

If photographs are used, they must be of machinery that is clean and well functioning. Any straps, tie-downs or parts used in transporting or installing the equipment should be removed before photos are taken.

Images should be placed directly into marketing mate-rial, outlines or boxing should be avoided. When exporting inventor images, using a white background allows for easy insertion into brochures, advertisements and flyers.

For brochures, advertisements and flyers; three angled im-ages of the particular piece of equipment being referenced should be used, as demonstrated to the left. When this can-not be produced, a single angled image using a similar style may be used. When possible, add or include lighting and shadows.

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