BRAND MANUAL

BRAND MANUAL
What is a brand?
1 The mission of Christian Brothers
2 The building blocks of our brand
Brand identity
4 The visual identity
5 Logo variations
6 Reproduction size
7 Misuse
8 Typography
9 Color
10 Positioning line
11 Additional brand elements
Brand design
13 Design elements
14 Stationery
15 Advertising
16 Direct mail
17 Store-level banners
18 Store-level incentive cards
19 Store-level money mailers
20 Store-level ValPak
Contact
22 Contact information
A brand is a promise.
Every time someone is exposed to our brand
is another chance to keep that promise.
Mission and Purpose
To glorify God by providing ethical and excellent automotive
repair service for our customers, according to Colossians 3:17,
“And whatever you do in word and deed, do all in the name of the Lord Jesus,
giving thanks through him to God the Father.”
1
The building blocks of our brand
design
color
typography
logo
imagery
The Christian Brothers experience is unique among
automotive
service
providers:
safe,
honest,
and
trustworthy.
Those same adjectives should describe the elements
we use to make up our visual brand. Each and every
piece should be carefully crafted to reflect what it is that
makes this experience meaningful.
2
brand identity
3
The visual identity
The open space around a signature is important to the signature’s recognition, legibility and legal protection.
This area is referred to as the “area of isolation.” It is to remain free of trim or surface edges, typography, rule
lines, folds or any distracting graphic elements. The diagram below demonstrates the imaginary border lines of
the area of isolation, expressed in terms of “X,” which is the height of a lowercase letter.
X
X
X
Area of isolation
Logo may be used to overlap an image or
background only in approved instances.
Trademark symbol sizing and positioning
The trademark symbol protects our logo from fraud and protects the brand image everyone has worked so hard
to achieve. The use of the mark must be consisitent, and the mark must be used on all versions of the logo and
positioning statement (tagline). Please consuslt the marketing department before making any logo adjustments.
z
y
y
-Color matches the “E” in
automotive.
- TM symbol in this position
sets size for the other (closest
to oval “CB” icon.
y
z
y
z
z
4
Logo variations
When possible, use the full-color stacked version of the Christian Brothers logo. When size and/or printing
limitations arise, use of a approved secondary logo is permitted. Logo mark may be used alone only in instances
where Christian Brothers Automotive is clearly visible somewhere else on the communication.
5
Reproduction size
Legibility is key when using our logo to communicate. The primary logo should be used no smaller than 1.5”
wide, while the horizontal logo should be used no smaller than 3” wide. These are minimum dimensions, larger
dimensions are always preferred.
1.5”
3”
Logomark may be enlarged in relation to the logotype only
when approved by the Marketing department, but must remain centered.
Logomark alone may not be enlarged in horizontal usages.
6
Examples of misuse
The Christian Brothers logo system is flexible enough to be used in a variety of colors and lock-ups, depending
on the situation. The logo itself has been crafted to ensure every element reflects the brand promise, and should
not be altered in any way.
Do not remove elements from the logo
Do not re-position brand elements.
Christian Brothers
Do not re-typeset logo
Do not skew, arc, or distort the logo
Do not alter approved colors
Do not use low-resolution logo
7
Typography
Typography is an important part of the Christian Brothers brand. The following typefaces have been selected for
their legibility in communications and their ability to convey the Christian Brothers experience.
Clarendon LT Std Bold
Clarendon LT Std Roman
Clarendon LT Std Light
Primary Brand Typeface
Clarendon shares many of the attributes of the Christian Brothers experience. It has a warm and friendly
appearance and an air of trustworthiness.
Helvetica Neue LT Std Bold Condensed
Helvetica Neue LT Std Medium Condensed
Helvetica Neue LT Std Condensed
Secondary Brand Typeface
Helvetica Neue is useful in instances like promotions and price-points. It’s no-nonsense letterforms can be used
to draw the viewer’s eye.
8
Color
Christian Brothers Automotive is primarily represented by PANTONE* 3298 Green. Equivalent color specifications
are given below. Pantone’s standard four-color process breakdown should be used in all process ink applications.
PANTONE® PMS 3298
BLACK at 40%
BLACK at 20%
* PANTONE® is a registered trademark of Pantone, Inc. PANTONE is Pantone, Inc.’s
check standard trademark for color reproduction and reproduction materials.
CMYK
100C 0M 57Y 42K
RGB
0R 107G 91B
Web Safe
#006B5B
PANTONE® PMS 130
CMYK
0C 30M 100Y 0K
RGB
234R 175G 15B
Web Safe
#EAAF0F
PANTONE® PMS 467
CMYK
9C 15M 34Y 0K
RGB
221R 204G 165B
Web Safe
#DDCCA5
9
Positioning line
The Christian Brothers experience isn’t like any other. It’s different. And to our customers, that is a nice difference.
It’s a phrase without a lot of fuss. An honest expression of who we are. The positioning line will primarily be used
in corporate marketing.
X
2.5 X
Nice difference.
10
Additional brand elements
When possible, use the full-color stacked version of the Christian Brothers logo. When size and/or printing
limitations arise, use of a approved secondary logo is permitted. Logo mark may be used alone only in instances
where Christian Brothers Automotive is clearly visible somewhere else on the communication.
3D logo effect
The “hood”
Use of the 3D logo effect is allowed b y p e r m i s s i o n f r o m
marketing department and only if the vendor is confident
in its reproduction quality.
This design element can be used to “underline” the logo.
An abstract shape that represents car styling, this element
is not a part of the logo, and should be used only with
permission from the marketing department.
Silver gradient
URL
In addition to the approved colors of the brand, a subtle
silver gradient can be used sparingly to represent the
shine of a reflective vehicle service. Darkest shade should
not exceed 20% black, shown in this example.
To assist in the legibility of our website address, the initial
letter of each word should be capitalized. Use approved
corporate colors, black or white.
ChristianBrothersAuto.com
11
brand design
12
Design elements
The design of each communication piece is a huge opportunity to tell the customer what the Christian Brothers
experience is all about. The language used should be short and to-the-point, the color palette should reflect
the peaceful experience, typography should be used to draw the eye through placement and color, not with
exclamation points.
The following pages showcase several of our brand communication elements. Please use only approved design
templates for new communications, and use this guide as a reference.
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$ 5 0 0+
$50 off 250+
$
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$15 off
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13
Stationery
JC Woods, Marketing Director
281.870.8900 • [email protected]
15 9 9 5 N . B A R K E R S L A N D I N G R D , S T E 14 5 , H O U S T O N , T X 7 7 0 7 9
Nice difference.
15 9 9 5 N . B A R K E R S L A N D I N G R D .
S U I T E 14 5 , H O U S T O N , T X 7 7 0 7 9
Nice difference.
15 9 9 5 N . B A R K E R S L A N D I N G R D . , S U I T E 14 5 , H O U S T O N , T X 7 7 0 7 9 • 2 8 1. 8 7 0 . 8 9 0 0 • C H R I S T I A N B R O T H E R S A U T O . C O M
14
Advertising
Free courtesy inspection
Car care that’s clean, convenient, and honest?
Free shuttle service to and from work
What a nice difference.
Honesty & integrity every time
Fast, convenient service
Service all makes and models
Locally owned and operated
Now Open at 28th & Kalamazoo
Now Open at 28th & Kalamazoo
Mon – Fri: 7am – 6pm
Sat: 8am – 2pm Sun: Closed
616.245.1215 / 1464 28th St. SE Grand Rapids, MI 49508 / ChristianBrothersAuto.com
Free courtesy inspection
Free shuttle service to and from work
Fast, convenient service
Honesty & integrity every time
Service all makes and models
Locally owned and operated
$25 OFF ANY REPAIR SERVICE
Must be presented at time of service. Not to be combined with other offers. Expires Feb. 29, 2012.
(616) 245-1215
Mon – Fri: 7am – 6pm
Sat: 8am – 2pm Sun: Closed
1464 28th St. SE Grand Rapids, MI 49508 / ChristianBrothersAuto.com
15
Direct mail
15 9 9 5 N . B a r k e r s L a N d i N g r d
s u i t e 14 5 , H o u s t o N , t X 7 7 0 7 9
281-232-5555 / ChristianBrothersAuto.com
Nice difference.
“We’re looking forward to meeting
you and providing you and your
family the best service available.”
– Owners Rick & Lori Miller
19 95
$
BUY 1, GET 1
FREE
Most cars
oil Change special
Grand Opening
Saturday June 25th / 8am to 2pm
Free food, refreshments, prizes, giveaways,
and more! Remote broadcast by Classic
Rock 93.7 The Arrow from 11am-1pm!
Wiper Blades
One Day Only
One Day Only
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
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Nunc mattis pellentesque purus ac rutrum. Nullam ut
diam diam, sed posuere purus.
15 9 9 5 N . B a r k e r s L a N d i N g r d
s u i t e 14 5 , H o u s t o N , t X 7 7 0 7 9
616.245.1215 / ChristianBrothersAuto.com
$
17 95
Most cars
oil Change special
Includes up to 5 quarts
of non-synthetic oil, oil filter
and labor
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
LIMITED TIME
OFFER
$50 off $500+
$25 off $250+
$15 off $150+
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
See back for Grand Opening Specials.
15 9 9 5 N . B a r k e r s L a N d i N g r d
s u i t e 14 5 , H o u s t o N , t X 7 7 0 7 9
Mon – Fri: 7am – 6pm
Sat & Sun: Closed
616.245.1215 / ChristianBrothersAuto.com
Free courtesy inspection • Free shuttle service to & from work • After hours drop-off available • Clean, state-of-the-art facility
Honesty & integrity every time • Fast, convenient service • Same equipment as dealerships • Free Wi-fi • Quiet, comfortable lobby
ASE Master Technicians • Service all makes and models • Locally owned and operated
Grand Opening
Saturday June 25th / 8am to 2pm
Free food, refreshments, prizes, giveaways,
and more! Remote broadcast
by Classic Rock 93.7 The Arrow
from 11am-1pm!
all offers must be presented at time of service. May not be used in combination or with any other offers.
LIMITED TIME
OFFER
$50 off $500+
$25 off $250+
$15 off $150+
Expires Feb. 29, 2012
39
$
50
$
2195
a/C system Check*
oil Change & Filter
*Freon Replacement at Additional Cost
Regular Price $29.95
Expires Feb. 29, 2012
Expires Feb. 29, 2012
16
Store level banners
Oil Change Special
• UP TO 5 QUARTS CONVENTIONAL OIL
• FILTER & LABOR
19
$
95
MOST VEHICLES
Oil Change
Special
19
$
• UP TO 5 QUARTS CONVENTIONAL OIL
• FILTER & LABOR
95
MOST VEHICLES
Oil Change Special
19
$
95
MOST VEHICLES
INCLUDES UP TO 5 QUARTS CONVENTIONAL OIL, FILTER & LABOR
17
Store level incentive cards
15516 Chenal Parkway
Little Rock, AR 72211
501.228.2000
christianbrothersauto.com
Open Mon–Fri: 7am–6pm
$
20 GiFt CaRd
To:
15516 Chenal Parkway
Little Rock, AR 72211
501.228.2000
christianbrothersauto.com
Open Mon–Fri: 7am–6pm
From:
Offer good at West Little Rock location only.
Choose from these offers
to save some green
To:
Enjoy our services
with your
From:
Owners Rick & Lori Miller
20
50% OFF
Offer good at West Little Rock location only. Offer not
valid with any other promotion.
$
Any Vehicle Diagnostic
OR
Gift Card
Save some green
with this special offer
Treat this card like cash.
It can be redeemed for any services
at our facility.
14
$
Save some green
with this special offer
25 OFF
$
14
$
99
Oil Change
Includes up to 5 quarts bulk oil, filter
99
and visual inspection
Oil Change
Includes up to 5 quarts
of non-synthetic oil, filter
and labor
Your Next Repair
Good for repairs $100 or more.
Excludes oil changes, state
inspections and tires.
18
Store level money mailers
Grand Opening
Saturday June 25th / 8am to 2pm
Free food, refreshments, prizes, giveaways,
and more! Remote broadcast by Classic
Rock 93.7 The Arrow from 11am-1pm!
Free courtesy inspection • Free shuttle service to & from work
Fast, convenient service • Honesty & integrity every time
Service all makes and models • Locally owned and operated
Mon – Fri: 7am – 6pm
Sat & Sun: Closed
19 95
BUY 1, GET 1
$
FREE
Oil Change & Filter
Wiper Blades
One Day Only
One Day Only
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
19
$
95
Oil Change & Filter
One Day Only
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
39 50
A/C System Check*
Free food, refreshments, prizes, giveaways, and more!
Remote broadcast by Classic Rock 93.7
Mon – Fri: 7am – 6pm
39 50
*Freon Replacement at Additional Cost
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
The Arrow from 11am-1pm!
Wiper Blades
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
$
Grand Opening
FREE
One Day Only
616.245.1215 / 1464 28th St. SE Grand Rapids, MI 49508 / ChristianBrothersAuto.com
Saturday June 25th / 8am to 2pm
BUY 1, GET 1
FREE
Battery Check
One day only. Interstate Batteries
will offer free battery testing to all
customers during the Grand Opening!
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Sat & Sun: Closed
616.245.1215 / 1464 28th St. SE Grand Rapids, MI 49508 / ChristianBrothersAuto.com
$
A/C System Check*
*Freon Replacement at
Additional Cost.
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
$
2195
Oil Change & Filter
Regular Price $29.95
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Nice difference.
Free courtesy inspection • Free shuttle service to and from work
$50 Off $500+
$25 Off $250+
$15 Off $150+
LIMITED TIME
OFFER
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Fast, convenient service • Honesty & integrity every time
Service all makes and models • Locally owned and operated
Mon – Fri: 7am – 6pm
Sat & Sun: Closed
616.245.1215 / 1464 28th St. SE Grand Rapids, MI 49508
ChristianBrothersAuto.com
FREE
Brake Inspection
Thorough Visual Inspection
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Free courtesy inspection • Free shuttle service to & from work
Fast, convenient service • Honesty & integrity every time
Service all makes and models • Locally owned and operated
Mon – Fri: 7am – 6pm
$
39
50
A/C System Check*
$
21
95
FREE
Oil Change & Filter
Brake Inspection
*Freon Replacement at Additional Cost
Regular Price $29.95
Thorough Visual Inspection
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Sat & Sun: Closed
LIMITED TIME
OFFER
$50 Off $500+
$25 Off $250+
$15 Off $150+
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
616.245.1215 / 1464 28th St. SE Grand Rapids, MI 49508 / ChristianBrothersAuto.com
19
Store level ValPak
Grand Opening
$
Sat. June 25th / 8am – 2pm
Free food, refreshments, prizes, giveaways
and more! Remote broadcast by Classic Rock
17
95
Most cars
Battery Check
FREE
Oil Change
Special
One day only.
One day only. Interstate
Batteries will offer free battery
testing to all customers during
the Grand Opening!
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Mon – Fri: 7am – 6pm / 8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
Fast, convenient service • Honesty & integrity every time
Service all makes and models • Locally owned and operated
Mon – Fri: 7am – 6pm
39
21
95
Free food, refreshments, prizes, giveaways, and more!
Remote broadcast by Classic Rock 93.7 The Arrow from 11am-1pm!
LIMITED TIME OFFER
FREE
A/C System Check*
Oil Change & Filter
Brake Inspection
*Freon Replacement at Additional Cost
Regular Price $29.95
Thorough Visual Inspection
Expires Feb. 29, 2012
Expires Feb. 29, 2012
Expires Feb. 29, 2012
$50 Off $500+
$25 Off $250+
$15 Off $150+
Expires Feb. 29, 2012
Mon – Fri: 7am – 6pm / 8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
Grand Opening
Remote broadcast by Classic Rock 93.7 The Arrow from 11am-1pm!
19 95
$
Most cars
Oil Change Special
Mon – Fri: 7am – 6pm
$
17
95
Most cars
One day only.
FREE
Mon – Fri: 7am – 6pm / 8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
$
Free food, refreshments, prizes, giveaways, and more!
Remote broadcast by Classic Rock 93.7 The Arrow from 11am-1pm!
One Day Only
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
17
95
Most cars
BUY 1, GET 1
FREE
Sat & Sun: Closed
Fast, convenient service • Honesty & integrity every time
Service all makes and models • Locally owned and operated
17 95
Most cars
8132 W. Grand Parkway S., Richmond, TX 77406
281-232-5555 / ChristianBrothersAuto.com
Includes up to 5 quarts
of non-synthetic oil, filter
and visual inspection
One day only.
LIMITED
TIME OFFER
$50 Off $500+
$25 Off $250+
$15 Off $150+
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Mon – Fri: 7am – 6pm / 8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
Sat. June 25th / 8am – 2pm
Free food, refreshments, prizes, giveaways, and more!
Remote broadcast by Classic Rock 93.7 The Arrow
from 11am-1pm!
Free courtesy inspection • Free shuttle service to & from work
$
Wiper Blades
8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
Grand Opening
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
One day only.
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
Oil Change Special
Oil Change
Special
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Wiper Blades
One Day Only
One day only. Interstate
Batteries will offer free battery
testing to all customers during
the Grand Opening!
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Saturday June 25th / 8am to 2pm
BUY 1, GET 1
Battery Check
FREE
Oil Change
Special
Grand Opening
Saturday June 25th / 8am to 2pm
Free food, refreshments, prizes, giveaways, and more!
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
Grand Opening Saturday June 25th / 8am to 2pm
all offers must be presented at time of service. May not be used in combination or with any other offers.
$
Sat & Sun: Closed
$50 Off $500+
$25 Off $250+
$15 Off $150+
8132 W. Grand Parkway S., Richmond, TX 77406 / 281-232-5555 / ChristianBrothersAuto.com
Honesty & integrity every time • Service all makes and models • Locally owned and operated
50
Includes up to 5 quarts
of non-synthetic oil, oil filter
and labor
LIMITED
TIME
OFFER
Free courtesy inspection • Free shuttle service to & from work
Free courtesy inspection • Free shuttle service to & from work • Fast, convenient service
$
Oil Change Special
Must be presented at time of service. Not to be combined with other offers.
Expires Feb. 29, 2012
93.7 The Arrow from 11am – 1pm!
$
17
95
Most cars
Mon – Fri: 7am – 6pm
Sat & Sun: Closed
$
2195
FREE
Oil Change & Filter
Brake Inspection
Regular Price $29.95
Thorough Visual Inspection
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
Must be presented at time of service.
Not to be combined with other offers.
Expires Feb. 29, 2012
20
contact
21
Contact Information
This guide was create to assist you in creating communication pieces that align with our brand values. It is not
intended to address every possible communication avenue, but is intended to use as a guide.
Any questions or requests regarding these brand standards and their implementation can be directed to:
The Marketing Department
[email protected]
281.870.8900
22
Contact Information
This guide was create to assist you in creating communication pieces that align with our brand values. It is not
intended to address every possible communication avenue, but is intended to use as a guide.
Any questions or requests regarding these brand standards and their implementation can be directed to:
J.C. Woods
[email protected]
281.870.8900
22