Fasco Branding Standards

Fasco
Logo Guidelines,
Usage & Brand
Integration
©2011 Regal Beloit Corporation
Fasco
®
Welcome
Letter from Leadership
Fasco has delivered the world’s most complete line of custom fractional horsepower motors, and
blowers for almost 100 years. We are committed to excellence, and our customers expect nothing
less from us. That commitment to excellence must carry through all that we do – even our branding.
Everything we touch, products, labels, user manuals, Web sites, advertisements, tradeshow displays –
even everyday letters and e-mails, must clearly communicate the Fasco brand story.
We developed this Standards Guide to help keep our story straight. Inside, you’ll find everything you
need to know to make sure that when it comes to telling the Fasco story, we are all on the same page.
It also keeps us from getting bogged down with questions about “what should go where and why.” We
can concentrate continuing to develop and produce the industry’s most innovative, high-performance
blowers and motors.
Sincerely,
John Kunze
Vice President
Regal Beloit, HVACR Division
Integrated Brand Standards
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HVACR Division
Fasco
®
Welcome
Introduction & Overview
Just like people have their own unique look and personality,
businesses have an identity too. This identity is the businesses’
brand. The brand is how customers learn to recognize the
business in the marketplace. The more familiar customers are
with the brand, the less likely they are to mistrust or forget the
brand. The purpose of this standards guide is to provide the
essential elements you’ll need to clearly and consistently tell
the Fasco brand story to the world.
Along the basics, such as logo usage, type direction, color
reproduction, etc., you will find additional information
including company history, the Fasco mission statement
and frequently asked questions regarding usage of the Fasco
brand.
Integrated Brand Standards
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HVACR Division
Fasco
®
Welcome
History of the Company
Fasco Motors began doing business in 1911, as the F. A. Smith Manufacturing Company. Based in Rochester,
New York, the company’s major product was an adaptor to convert automobile oil headlamps to electric. It
wasn’t until 1933 that Fasco manufactured its first shaded pole fractional horsepower motor. As demand for
the motor increased, F.A. Smith Manufacturing, now called Fasco, opened a seperate motor division in Ozark,
Missouri in 1965.
The next ten years saw steady growth. In 1975 Fasco opened additional motor plants in Eldon and Cassville,
Missouri. They also relocated the corporate headquarters to Boca Raton, Florida. Five years later, Fasco joined
the Hawker Siddley group of London, England.
Fasco reached a significant milestone in 1983, when the 100,000,000 motor was produced. The next 25 years
saw several changes, including joining Tecumseh Products in 2004, and finally Regal Beloit in 2007.
Integrated Brand Standards
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HVACR Division
Fasco
®
Brand Rationale
FAQs
Q:Do I need approval every time I use the logo?
A:No. Hopefully this guide will answer all your questions on how to use the logo. If you do have
a question, you can contact the Marketing Department.
Q:Can I use a script font for “fancier” applications, such as invitations or awards?
A:No. The official Fasco fonts are Gill Sans and Trebuchet. For more formal applications,
either font in all-caps, with at least a 50-point letter spacing would be a good choice. For
more direction, ask a member of the Marketing Department.
Q:Can I change the color of the Fasco logo?
A:No. The logo must remain in the Fasco Primary Blue (Pantone® 300).
Refer to page F9 of this Guide for alternate logos that may be substituted for the Primary logo
in certain circumstances.
Q:Can the Fasco logo be cropped?
A:Yes. This Guide provides serveral options for cropping the Fasco logo. The logo may only
be cropped by bleeding it off the edge of a page.
Q:Can I use the logo in my PowerPoint presentation?
A:Yes. Guidelines for PowerPoint templates are provided on page F17 of this Guide.
Integrated Brand Standards
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HVACR Division
Fasco
®
Logo Guidelines & Usage
Primary
Logo
Meet the workhorse of the Fasco® brand. The primary logo can easily be spotted by the typographic
element arranged in this horizontal format. This version of our logo should be your first choice
when selecting a logo, no matter what project you’re working on. Alternate versions of the logo
are available, but should only be used when design or production issues make it impossible to
reproduce the primary logo clearly.
Registered Trade Mark
Typographic Element
Open Negative Space
Around the Type
Integrated Brand Standards
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HVACR Division
Fasco
®
Logo Guidelines & Usage
Alternate
Logos
These alternate logos may be used when production and design issues make it impossible
to reproduce the primary logo. When appearing on a dark halftone or photo in solid white
the logo must have a difference in value of at least 60%. When appearing on a light halftone
or photo the logo must have a difference in value of at least 80%.
Black & white | Open
GREYSCALE | open
Reversed | open
This version is shown in 100% black.
This version is shown in 40% black.
This version is shown in white against a
halftone background.
1-color | closed
black & white | closed
black & white | closed
This version is shown enclosed within
This version is shown enclosed within the
This version is shown enclosed within the
rectangle in 100% black.
rectangle in 40% black.
®
the rectangle in its traditional Pantone
300 corporate color.
Graphic
Style
The Fasco logo is often used as a design element placed within a grid of rectangles which have
the same horizotal/vertical scale as the Fasco closed logo. Colors used within the grid must
compliment the Fasco corporate blue, and the logo must always remain easily recognizeable.
Graphic treatments of the logo used within a grid should be reviewed and approved by the
Marketing Department. Below are acceptable treatments of the logo within a grid.
Integrated Brand Standards
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HVACR Division
Fasco
®
Logo Guidelines & Usage
Logo
Restrictions
The Fasco logo must always remain easily recognizable. No part of the logo may
be altered in any way and must be reproduced only from approved artwork. Below
are examples of unacceptable versions of the Fasco logo. These restrictions are
here to maintain brand consistency.
FASCO
®
Never remove, alter or crop any portion of the
Never change the color of the logo, unless it
Never change the
logo, unless it is used for a specific campaign
is used for a specific campaign and approved
typface of the logo.
and approved by the Marketing Department.
by the Marketing Department.
Never stretch the logo.
Never rotate the logo unless used
Never skew the logo.
vertically on environmental graphics.
Logo Safe Area
& Minimum Size
Keeping other elements a comfortable distance away from the logo will give it the
prominance it requires in any design when not used within a grid. Other elements
should always maintain a space equal to a minimum of 10% of the logo size
around the entire typographic element. In order to maintain readability and avoid
print production limitations the logo should never appear smaller than 1”.
10%
10%
1”
10%
10%
Integrated Brand Standards
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HVACR Division
Fasco
®
Wordmark Usage
Fasco in Written
Form
“Fasco” is to be treated as a proper name and should be capitalized whenever it appears in print. This includes brochures,
internal/external correspondence, Internet applications, press releases, legal documents and advertisements. Fasco is a
registered trademark. A super-scripted “®” symbol must be included with the first appearance of the “Fasco” name in any
brochure, advertisement, correspondence, websites, etc. The “®” symbol is not a legal requirement, therefore it may be
dropped in any additional appearances of the Fasco name within the same project.
Fasco®
Additional Appearances: Fasco
First Appearance: Fasco Legal Copy
Fasco is owned by Regal Beloit Corporation, making the company a registered trademark of Regal Beloit. Legal copy
describing this relationship should appear somewhere on all advertising and collateral materials no smaller than 5 pt
type and should be stated in this manner:
©2011 Regal Beloit Corporation
Integrated Brand Standards
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HVACR Division
Fasco
®
Color Palette
Color
Usage
Color reproduction is vital to proper usage of the Fasco logo. Acceptable color options are
shown below. Care must be taken when reproducing colors on any communications. Materials
and reproduction methods affect color and must be taken into account. All alternate colors need
approval from the Marketing Department.
Primary
Pantone® 300
CMYK 100/40/0/0
RGB 0/125/197
HTML 007DC5
Pantone® 300 is one of two corporate colors
used in the primary logo and for all Fasco
communications.
Accent
Pantone® Black
CMYK 30/30/30/100
RGB 0/0/0
HTML 000000
Black is acceptable as a supportive color, but never
as the primary color. All percentages of black may be
used to create shades of gray.
Integrated Brand Standards
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HVACR Division
Fasco
®
Font Usage
Font
Selection
Our corporate fonts are the graphic “voice” of the Fasco brand. Our audiences
expect to see a certain “look” from our products and marketing materials. To
build brand recognition and eliminate confusion in the marketplace, use these
fonts to represent Fasco.
Primary Usage
Gill Sans is the preferred typeface of Fasco to be used for all documents and publications. The entire Gill Sans family
may be used.
Gill Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Gill Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Alternate Usage
Trebuchet is the alternate typeface of Fasco to be used sparingly for electronic media when Gill Sans is unavailable. The entire
Trebuchet family may be used.
Trebuchet Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Trebuchet Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Integrated Brand Standards
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HVACR Division
Fasco
®
Style Guide Templates
E-mail
Signature
Every e-mail correspondence will be closed with a personalized
Fasco-approved signature. E-mail templates are available through
the IT department.
Name: 12 pt All Caps Gill Sans Bold
Title: 10 pt All Caps Gill Sans Bold
JOHN KUNZE
V i c e P r e s i d en t hv a c r
Contact Information:
11 pt Gill Sans Regular
ph: 417 875 7162
Logo: 114 Pixels Wide
White Background
Contact information is flush left,
aligned with Fasco logotype.
Integrated Brand Standards
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HVACR Division
Fasco
®
Style Guide Templates
E-stationery
Cover Sheet
Street Address: 9 pt All Caps
Gill Sans Bold
16 leading
Phone/Fax: 9 pt
Gill Sans Regular
Content: 11 pt / 16 leading
Gill Sans Light
Correspondence attached to emails should be written using the Fascoapproved electronic stationery template. This template is available as an
editable Word-formatted .doc file.
JOHN KUNZE
Vice President hvacr
PH: 417 875 7162
email : [email protected] 2401 East Sunshine : Springfield, MO 65804
PH : 417 875 7162
Name: 10 pt All Caps
Gill Sans Regular
Title: 6 pt All Caps
Gill Sans Bold
FX : 417 875 7150
Contact Info: 9 pt
Gill Sans Regular
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Copyright
Integrated Brand Standards
©2011 Regal Beloit Corporation
F
13
HVACR Division
11 leading
Fasco
®
Style Guide Templates
E-stationery
Second Sheet
Second sheets are provided for all multi-page letters.
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Content: 11 pt / 16 leading
Gill Sans Light
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wiscipsusto odo dolobortie magna autet aut velissis aut augait praessed magnibh essi.
Copyright
Integrated Brand Standards
©2011 Regal Beloit Corporation
F
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HVACR Division
Fasco
®
Style Guide Templates
PowerPoint
Cover Slide
SLIDE TITLE
03.23.2011
PowerPoint presentation title screens should use the approved Fasco
presentation template and follow these standards.
HERE.
©2011 Regal Beloit Corporation
Title Slide
Integrated Brand Standards
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HVACR Division
Fasco
®
Style Guide Templates
PowerPoint
Content Slides
PowerPoint presentation content screens should use the
approved Fasco presentation template.
©2011 Regal Beloit Corporation
Primary Content Slide
©2011 Regal Beloit Corporation
Alternate Content Slides
Integrated Brand Standards
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HVACR Division
Fasco
®
Style Guide Templates
Press
Releases
Press releases should use the approved Fasco template and follow
these standards for type direction.
Logo: 2” long
.75” Margin from top
Title “PRESS RELEASE”: 20 pt All Caps
Gill Sans Bold
Subtitle: 12 pt / 12 leading
Gill Sans Regular
Press Release
FOR IMMEDIATE RELEASE: Month 00, 2009
For further information contact:
Contact Name
Company Name
000 000 0000
[email protected]
Contact info: 10 pt / 12 leading
Gill Sans Regular
Contact Name
Company Name
000 000 0000
[email protected]
This is the placement for the press release headline;
two lines if appropriate
Headline: 16 pt / 18 leading
Gill Sans Bold
Optional subhead: 16 pt
Gill Sans Regular
A deck can go here if necessary
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lobor sum nulput et, si tio eum vullan ut am acil eummy nonsequi eugue magnim.
Content: 12 pt / 14 leading
Gill Sans Light
Boiler Plate: “About”
company info must
be included in every
Press Release
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About Fasco
Fasco creates innovative, premium comfort and electrical components. Its proven reputation for high quality,
highly reliable products and strong customer relationships make it the preferred brand throughout the
industry. For more information visit www.fasco.com.
About Regal Beloit
Fasco is a division of RBC Manufacturing Corporation, which is a subsidiary of Regal Beloit Corporation
(NYSE: RBC), a leading manufacturer of mechanical and electrical motion control and power generation
products serving markets throughout the world. Regal Beloit is headquartered in Beloit, Wis., and has
manufacturing, sales,and service facilities throughout the United States, Canada, Mexico, Europe and Asia. For
more information, visit the company’s Web site at TheDealerToolbox.com–
Margins: 1.25” left, right,
and bottom
©2011 Regal Beloit Corporation
Integrated Brand Standards
F
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HVACR Division
Copyright
Fasco
®
Style Guide Templates
White
Papers
White paper templates should use the approved Fasco header
and footer and follow these standards for type direction.
Margin: .5” Top
Title: 24 pt / 28 leading
All Caps
Gill Sans Bold
WHITE PAPER - TITLE WILL USUALLY BE LONG
ENOUGH TO USE A SECOND LINE - DATE
Content Area begins
1.5” from top of page
Gray indicates content area
(Gray does not print)
Margins:
.5” Left & Right
Content Area ends 1.25” from
bottom of page
Logo:
1.5” Long
2 4 0 1 EAST S U NS H I NE : S P RINGFIELD, M O 6 5 8 0 4 : FASCO.C O M
PH : 417 875 7162
EMAI L : custome rse r vice @ f asco.com
©2011 Regal Beloit Corporation
Copyright
Margin: .5” Bottom
1” Space between logo
and contact information
Integrated Brand Standards
Street Address and Website:
9 pt All Caps
Gill Sans Bold
F
18
Phone/email: 8 pt
Gill Sans Regular
HVACR Division
Fasco
®
Style Guide Templates
Internal Product
Spec Sheets
Internal product spec sheet templates should use the approved Fasco
header and footer and follow these standards for type direction.
Margin: .5” Top
Title: 30 pt All Caps
Gill Sans Bold
PRODUCT NAME
FEATURES
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Content Area begins
1.5” from top of page
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zzriure vullan utpat aliquam, vullandipisi etue do od minis
nostrud do dolorperos aliquat, vendio erat iliquam, vulla
BENEFITS
• Saestinibh et nullaore vel iusciliquat, suscillaor sim vel do
Headings: 12 pt All Caps
Gill Sans Bold
Specifications
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Content: 10 pt / 12 leading
Gill Sans Light
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min henim dolutpat, quam, si.
SALES OPPORTUNITY
• Saestinibh et nullaore vel iusciliquat, suscillaor sim vel do
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zzriure vullan utpat aliquam, vullandipisi etue do od mini.
corercil er siscing erci eugiat irit ut vent praestrud.
Logo:
1.5” Long
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iliscillan vel irillaortio diat, vel irilis eugiate eu faccummy
nibh ea consent acilit wiscidui bla consectet iriurem
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iliscillan vel irillaortio diat, vel irilis eugiate eu faccummy
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• Saestinibh et nullaore vel iusciliquat, suscillaor sim vel do
sustie corercil er siscing erci eugiat irit ut vent praestrud.
luptat la feu facil erostio dunt ip eu feum quationum
TALKING POINTS
• Ipis nostrud magnit iure consecte feugait nostrud er
cortin henim dit wisisl ulla consecte doloreet nibh ercil ut
• Olorem nulputpat ad delissequisl ilis ero consequis alit
• Olorem nulputpat ad delissequisl ilis ero consequis alit
• Olorem nulputpat ad delissequisl ilis ero consequis alit
zzriure vullan utpat aliquam, vullandipisi etue do od minis
• Saestinibh et nullaore vel iusciliquat, suscillaor sim vel do
Margins:
.5” Left & Right
sustie corercil er siscing erci eugiat irit ut vent praestrud.
zzriure vullan utpat aliquam, vullandipisi etue do od minis
nostrud do dolorperos aliquat, vendio erat iliquam, vulla
Content Area ends 1.25” from
bottom of page
2 4 0 1 EAST S U NS H I NE : S P RINGFIELD, M O 6 5 8 0 4 : FASCO.C O M
PH : 417 875 7162
EMAI L : custome rse r vice @ f asco.com
©2011 Regal Beloit Corporation
Margin: .5” Bottom
1” Space between logo
and contact information
Integrated Brand Standards
Copyright
Street Address and Website:
9 pt All Caps
Gill Sans Bold
F
19
Phone/email: 8 pt
Gill Sans Book
HVACR Division
Fasco
®
Style Guide Templates
External Product
Spec Sheets
External product spec sheet templates should use the approved Fasco
header and footer and follow these standards for type direction.
ECM 2.3
S P E C I F I C AT I O N S
BENEFITS
F E AT U R E S
• Constant CFM, constant torque, brushless DC motor
• Efficiency up to 80%
• Variable speed operation from
• 120V/ 240V AC single-phase input, 50/60Hz
Constant torque or constant
airflow
200 -1300 rpm
• 277V AC single-phase input, 50/60Hz
• Designed for direct-drive blower applications in residential systems up to 5-tons
• Available in 1/3, 1/2, 3/4 and 1HP ratings
• Operating speed range of 200 -1300 rpm
(200 -1800 RPM for 1/3 HP)
• Low voltage AC or DC thermostat inputs or fully variable(PWM)
• Adjustable off-delay & on-delay/
wide ramping range
• 4kV surge protection
• Encapsulated Electronics
• Low audible noise due to patented
resilient rotor design
• NEMA 48-frame
• Replacement control module or motor module available for aftermarket
replacement
• Ball bearings
• UL and CSA recognized component
A P P L I C AT I O N S
• CE and CCC recognition
• Residential HVAC Furnace and
• Dual Shaft with remote control with/ without
mounting base
Air Handler
• Single Shaft with either integral control
or remote control module
• Commercial Variable Air Volume (VAV)
• Fan Filter Units
For complete details, visit: www.Fasco.com or www.thedealertoolbox.com
2401 East Sunshine : Springfield, MO 65804
PH
: 417
875 7162
FX
: 417
875 7150 | fasco.com
©2011 Regal Beloit Corporation
Integrated Brand Standards
F
20
HVACR Division
Fasco
®
Style Guide Templates
Web site
Footer
All Fasco product Web sites should use the approved footer and
follow these standards for type direction. Dimensions are based on a
1000 x 650 pixel safe browsing area.
© 2011 Regal-Beloit Corporation
Lower left corner
Small logo when
applicable if not
used at top of page
106 pixels wide
Integrated Brand Standards
Contact
Privacy Policy
Industry Links
Lower right corner
Copyright and global
navigation:
(Contact, Privacy
Policy, Industry Links)
Trebuchet 10 pt
F
21
HVACR Division
Fasco
®
Style Guide Templates
Collateral
Logo
Placement
In order to maintain brand consistency the Fasco logo must appear on every marketing piece
produced. All print and collateral materials must have the logo somewhere on either the front
or back with the minimum safe area and minimum size applied as shown on page 10 and a
minimum distance of .25” from all trim edges.
Print Advertising
Promotional materials have very little time to communicate a sales message. By standardizing
the location of the Fasco logo, our promotional materials can introduce us before the viewer
even starts reading. Below are examples of available formats for logo placement, depending on
how well it works with the layout or within a graphic style grid.
Logo From Edge:
Recommended - .75”
Minimum - .25”
Logo Size:
Recommended - 2” long
Minimum - 1” (Fractional Page Ads Only)
Lower Left Corner
Legal copy must appear
in a bottom corner
Upper Left Corner
©2011 Morrill Regal Beloit Corporation
Lower Right Corner
Upper Right Corner
©2011 Morrill Regal Beloit Corporation
Bottom Centered
©2011 Morrill Regal Beloit Corporation
Integrated Brand Standards
F
22
HVACR Division
Fasco
®
Applications
Collateral
Material
Collateral material can come in any size and format imaginable. From direct mail to
brochures, consistent use of the brand allows for dynamic design and a look that is
easily recognizeable as Fasco.
H eadline
g oes
here .
Perennial Savin gs
The blower motor is the heart of your furnace or air
handler, forcing the air through your ductwork to warm
or cool your home. Evergreen is the high-efficiency
replacement for a standard blower motor, much like using
a compact-fluorescent (CFL) replacement for a typical
lightbulb. It uses proven ECM (electronically commutated
Replace with
Blower
(Need image)
motor) technology to save you money every time your
HVAC system is operating. On average you can expect to
save over 25% on annual motor operating costs. Even better,
you can use up to 75% fewer Watts with Evergreen when
Benefits
you run your system on constant fan.
• Energy Savings
• Quiet Operation
Features
• Comfort
• Two motors cover all applications
• Indoor Air Quality
• Multi-volt 115/230 and Reversible Rotation
• Easy Installation
• Integrated with HVAC system controls/operation
• Four speed selections for heating and cooling
Sales Opportunity
• Optimized constant fan speed
• Repair – Failed PSC motor with ECM technology
• Two (2) year warranty
• Replace – PSC motor with ECM technology
• Reduce truck stock, no capacitors to change out or stock
• Upgrade – PSC motor upgrade with ECM technology
• Soft Start
• IAQ Packaging
Talking Points:
• Consumers can save up to $350/year on heating and cooling bills.
• Reduce your stock of PSC motors and stock Evergreen, your
ultimate retrofit.
• Become an Evergreen Certified Dealer today.
go to: www.EvergreenDealer.com to find out how.
AV E RAG E A N N UAL E N E RG Y SAV I N GS
Heat and Cool
Operation
up to $78 at
12¢/kWh*
Constant Fan
Operation
up to $564 at
12¢/kWh*
FPO
Contact Information:
Replace with
Blower
(Need image)
For complete details, visit: www.Fasco.com or www.thedealertoolbox.com
2401 East Sunshine : Springfield, MO 65804
PH
: 417
875 7162
FX
: 417
875 7150 | fasco.com
©2011 Regal Beloit Corporation
Integrated Brand Standards
F
23
HVACR Division
Fasco
®
Applications
Web &
Electronic
Integrated Brand Standards
Even in website and e-mail applications, the brand can be
executed in a way that allows maximum impact and recognition.
F
24
HVACR Division
Fasco
®
Contact Information
Don’t Be
Afraid To Ask
Consistency is important for all Fasco communications in order to present a unified
personality to our audience. All logos and a digital copy of this standards guide are
housed on the server. Please direct any questions you may have about guidelines on
branding initiatives and marketing activities to the following:
Charlotte Gabet
Brand Manager
Regal Beloit, HVACR Division
(260) 416-5626
email: [email protected]
Integrated Brand Standards
F
25
HVACR Division