Transcription
Emerson Brand GuidelinesNovember 11, 2020
November 11, 2020Brand BasicsPage 8
Our Brand MarkIntroductionNovember 11, 2020Our brand mark is a seal that represents a consistentand trusted level of quality and service whereverit appears.It is a confident symbol of how Emerson isdeveloping to face the future. While reflectingthe strength of our formidable engineering heritage,it acknowledges how we are leveraging technologyto meet future possibilities.The double helixThe double helix symbol not only signifies thisintegration of technology and engineering, butalso the Emerson businesses working togetherto create solutions for our customers. The activeswirl of the symbol also implies Emerson’stechnology supporting a world in action.The symbol’s diamond-like form centered overthe uppercase type creates a strong, stable mark.This communicates Emerson’s size and stature ina contemporary and authoritative way.Do not change the form or font of the brand mark.Do not translate the brand mark into any otherlanguages. Only use the versions specified inthese Guidelines.I n text content, the preferred style is to use the Emerson name in Western (Latin) letters(with the letter E capitalized) rather than translating into local language characters unlessthe majority of the target audience in that country will not readily understand the wordwhen written in the Western alphabet. In this case, it is permitted to use local languagecharacters to spell out Emerson – in text content only. he brand mark type has been specially drawn to complement the symbol. Please alwaysTuse official artwork when reproducing the brand mark. Neither the symbol nor type shouldbe recreated or originated locally.Page 9
Our Brand MarkLegal ProtectionNovember 11, 2020As our brand mark is a strategic asset, it must belegally protected.All official artwork contains the TM symbol. Thesymbol should not be removed. If you are not surewhether it is necessary to include the symbol on adocument on which it might appear better withoutit, please consult Emerson Corporate Marketing andLegal for approval.The Emerson brand mark (also referred to as a logo)is a valuable corporate asset and its use should notbe licensed to others or authorized without theprior express written consent of Emerson CorporateMarketing and Legal.Legal sign-off lineOn materials where the Emerson brand markappears, a legal sign-off must be included. Theexact wording is as follows: The Emerson logo is a trademark and a servicemark of Emerson Electric Co.This does not have to be a prominent feature ofthe design. It does not have to be placed in a highlyconspicuous area. It can be typeset as small aspossible but still legible; we recommend usingDTL Argo Light.Legal Sign-Off LineThe Emerson logo is a trademark and a service markof Emerson Electric Co.Legal reviewAll advertising and website content must go througha legal review from the appropriate attorneys beforebeing released. he legal sign-off line is not needed on merchandise, signage or flags featuring theTEmerson brand mark. It is also not required on digital banner ads and other small spaceswhere it would not fit or need to be so small as to be illegible. Any other use of the brandmark without the legal sign-off line requires legal approval.Page 10
Our Brand MarkLegal ComplianceNovember 11, 2020Referencing of legal entitiesWhen referencing a business name in a legaldocument — whether it be an invoice, a check ora contract — it is important to understand how toidentify accurately your legal entity. All businessesare generally a part of the legal entity EmersonElectric Co., not all legal documents should includeEmerson Electric Co. as a party to the transaction.Please consult with appropriate attorneys to verify.Trade Name Businesses[ Business Name] is a business of Emerson Electric Co.[or other legal entity].ContractsWritten contracts can be created on standardbranded stationery but must specifically name thelegal entity involved in the transaction and on thesignature line of the contract.Product and packagingOn a product, it is legally necessary only to displaythe name of the legal entity that manufactured it(preferably on the name plate). Packaging shouldreflect product brand strategy; this assumescontinuity with the Emerson Brand Architecture.This would include placing both the product brandlogo and the Emerson brand mark on the packaging. Separate guidelines for product packaging canbe accessed through the Emerson IndustrialStrength Marketing hub.Incorporated Businesses[ Business Name] is a subsidiary [or joint venture] ofEmerson Electric Co. [or other legal entity].Page 11
Our Brand MarkCopyright Line and DisclaimersNovember 11, 2020A copyright notice is required on any originalmarketing or communication materials createdby or for Emerson. This notice and any requiredlegal disclaimers should not be conspicuous. Theyshould be set in DTL Argo Light, as small as possibleand can also be screened back to help lessen theintrusiveness while maintaining legibility.Page 12Trade Name BusinessesThe Emerson logo is a trademark and a service markof Emerson Electric Co. YEAR Emerson Electric Co.The one exception is small space digital executions(e.g. 160x600 static banners) where there is no roomto include legal.Legal Placement ExamplesFor executions with the color bar, placement shouldbe above the bar on the left or below the bar on theright as shown in the examples on the right.When needed, a product brand logo should beplaced on the left with its baseline aligned with thebaseline of the Emerson brand mark. Legal copy goesbeneath the product brand logo, with the top of theline aligned with the top of the color bar as shown.Make sure that additional disclaimers are as brief aslegally possible and do not contain extraneous orunnecessary verbiage.The Emerson logo is a trademark and a service mark ofEmerson Electric Co. YEAR Emerson Electric Co.It is Emerson policy that all advertising mustreceive legal review by the appropriate attorneybefore it is released. The purpose of the review is toavoid unsupportable claims and overzealous productstatements. It also ensures proper and consistentuse of trademarks and trade names. It must beemphasized that the review is for legal clearance forliability only; the lawyer is not to act as a creativejudge (i.e. copy editor, moral or subject editor).The Emerson logo is a trademark and a service mark ofEmerson Electric Co. YEAR Emerson Electric Co.The Emerson logo is a trademark and a service mark of Emerson Electric Co. YEAR Emerson Electric Co.Innovationmakes the
Our Brand MarkSizing and SpacingNovember 11, 2020The Emerson brand mark requires stringent care andfocused usage rules.Minimum Clear SpaceMinimum clear spaceMaintaining a minimum amount of space around thebrand mark ensures that it is always clear and legible.Always respect this exclusion zone and do not allowany other graphic elements or words such as groupor product name in this area.Minimum sizeRespecting the minimum size of the brand mark willensure that the typography is always at a readablesize and that the symbol can be reproduced throughmost production methods. Contact EmersonCorporate Marketing about applying the mark onitems smaller than this minimum size.The double helixThe double helix should never be used as astandalone icon and it is improper to display itseparately from the Emerson brand mark typewithout the express permission of EmersonCorporate Marketing.T o preserve the integrity of our brand mark, pleaseensure that the Emerson brand mark is always scaledproportionally and is not distorted in any way.T he size of the TM relative to the brand mark may bedecreased in size only when using the brand mark invery large sizes so the brand can be protected withoutthe TM becoming visually distracting.Minimum Size20 mm0.8 inPage 13
Our Brand MarkPreferred Color UsageNovember 11, 2020Our corporate colors are integral to the visualpersonality of our company. It is important thatwe are as vigilant as possible when maintainingthe consistency and veracity of these colors acrossall items, from printed material to stationery tothe Internet.Four-Color Brand MarkA full-color (five, four or two) mark is always thepreferred brand mark. While other versions exist, wedo not recommend using them unless the situationrequires it (see the instructions for using thesealternate versions on the following pages).While the Emerson brand mark can be used on manycolor backgrounds — either solid or images — alwaysensure that there is sufficient contrast betweenthe brand mark and the background to maintainits clarity. The goal is to use the logo closest tothe preferred four-color version as possible whileensuring clear readability.Four-Color Brand Mark in Reverseon Corporate BluePage 14
Our Brand MarkFive-Color and Four-ColorNovember 11, 2020A full-color (five, four or two) mark is alwaysthe preferred brand mark. While other versionsexist, we do not recommend using them unless thesituation requires it (see the instructions for usingthese alternate versions on the following pages).Versions of our brand mark were designed toaccommodate various printing methods while stillmaintaining the highest quality standards.Five-Color (5C)CMYK SilverCyan 100% – 50% – 100%Magenta 72% – 36% – 72%Black 20% – 10% – 20%Graduated tint at a 30 anglePage 15Pantone 877 C or Silver Foil100% – 20% – 100%Graduated tint at a 30 angleFive-colorWhen possible, use our five-color brand mark withsilver foil or metallic silver ink. When five-color silverink printing is an option, use the formula specifiedfollowing the percentages shown to create thegraduated tint for the double helix.Four-colorMost applications will allow the use of the four-colorbrand mark. When using a four-color process, youmust use the CMYK formula specified, following thepercentages shown to create the graduated tint forthe double helix.When applied to a dark background, the Emersonbrand mark type is reversed out in white. The doublehelix does not change.Four-Color (4C)CMYKStandard BlueCyan 100% – 50% – 100%Magenta 72% – 36% – 72%Black 20% – 10% – 20%Graduated tint at a 30 angleFour-Color (4C)WhiteCyan 100% – 50% – 100%Magenta 72% – 36% – 72%Black 20% – 10% – 20%Graduated tint at a 30 anglePantone is a registered trademark of Pantone, Inc.Black 50% – 10% – 50%Graduated tint at a 30 angleBlack 50% – 10% – 50%Graduated tint at a 30 angle
Our Brand MarkTwo-ColorNovember 11, 2020Page 16Two-colorFor the rare instances when a four-color processis not an option, our brand mark can be reproducedusing Pantone spot colors. Please follow thepercentages shown to create the graduatedtint for the double helix.Two-color no halftoneTwo-Color (2C)Standard BluePantone 2146 C100% – 50% – 100%Graduated tint at a 30 anglePantone 877 C100% – 20% – 100%Graduated tint at a 30 angleFor two-tone embroidery or other very rareinstances when a halftone screen cannot beeffectively reproduced, but Pantone 2146 Cand Pantone 877 C are available, the brandmark prints as solid colors.Always consult your vendor as to what optionsare available and encourage them to work with youto find solutions that utilize the halftone dot screen.Two-Color (2C)WhitePantone 2146 C100% – 50% – 100%Graduated tint at a 30 angleTwo-Color (2C)No HalftonePantone 2146 C100%Pantone is a registered trademark of Pantone, Inc.Pantone 877 C100% – 20% – 100%Graduated tint at a 30 anglePantone 877 C100%
Our Brand MarkOne-ColorNovember 11, 2020Due to costs or production medium, there will be instances when the brand mark will not bereproduced in the full corporate colors. We havecreated versions of the brand mark for thesecircumstances.Production methods using a halftone dot screenallow us to reproduce the graduated tints in thesymbol. This version of the brand mark is intendedfor use when a halftone dot screen is available, butthe luxury of full-color is not.Applications include: memos, faxes, black and whitepublications and single-color ads.We have created one-color versions inPantone 2146 C (Blue), Pantone 877 C (Silver),Black and White for special cases. These can be usedif absolutely necessary. The blue can only be usedon a white or very light background. While thesilver or white can be used on a black or verydark background.One-Color (1C)Blue HalftonePantone 2146 C100% – 50% – 100%Graduated tint at a 30 angleOne-Color (1C)Silver HalftoneOne-Color (1C)White HalftoneOne-Color (1C)Black HalftonePantone is a registered trademark of Pantone, Inc.Page 17
Our Brand MarkSolid-Line and RGBNovember 11, 2020Solid-lineThis version of the brand mark is only to be usedwhen production methods preclude a halftone dotscreen (such as engraving, embroidery or silver foilstamping). Always consult your vendor as to whatoptions are available and encourage them to workwith you to find solutions that utilize the halftonedot screen.One-Color (1C)Solid Line BluePantone 2146 COne-Color (1C)Solid Line Silver Foil his file will print pinkTif silver foil is not used.One-Color (1C)Solid Line WhiteOne-Color (1C)Soild Line BlackPage 18
Our Brand MarkSolid-Line and RGBNovember 11, 2020Page 19RGBRGB files have been created for use in video,web, mobile and other creative assets that will bedisplayed on a screen or monitor. The RGB fileshave been rendered in PNG and JPG file formats.The PNG format has a transparent background andis useful in PowerPoint or Keynote presentationswhen you want to place the brand mark overa background color.T he color formula for the RGB version of the Emersonbrand mark has been adjusted to optimize the blue forscreen display. Use the RGB files with its specific colorformula for any digital application. Do not use thiscolor formula in any offline application.RGBDigital BlueRed 0 – 119 – 0Green 75 – 138 –75Blue 141 – 187 – 141Graduated tint at a 30 angleRGBWhiteRed 147 – 230 – 147Green 149 – 231 – 149Blue 152 – 232 – 152Graduated tint at a 30 angle
Our Brand MarkColor in UseNovember 11, 2020Page 20For applications using the Emerson Corporate colors,the artwork shown on the right should be used. W hen using the brand mark on a white or silver,the Emerson brand mark type is printed in blue. W hen using the brand mark on the corporateblue background, the Emerson brand mark typeis reversed out in white. W hen using the brand mark on a silver gradient,it is preferred that it be placed on the lightest areaof a graduated silver background. This will bestprevent the symbol from disappearing.Four-color brand mark in blueFour-color brand mark on flat silverFour-color brand mark in reverse oncorporate blueFour-color brand mark on silverwith highlightA lternatively, the silver bands of the symbol can beprinted as a graduation of black, with the darkest partprinting 50% black and the lightest printing 10%(50% – 10% – 50% graduated tint at a 30 angle).
Our Brand MarkBrand Mark “Don’ts”November 11, 2020Page 21Just as good design and effective presentation canenhance our position in the global marketplace, poordesign and inconsistent implementation can make usappear uncoordinated and unprofessional.Correct application of our brand mark will ensurethat its visual impact and overall integrity aremaintained. Ensure that the approved electronicartwork is always used. Do not use damagedartwork, laser prints, photographs, photocopiesor hand rendering. o not substitute another fontDfor the Emerson brand mark type o not alter the official colorDarrangement An exception to the color rulecan be made for tone-on-toneembroidery in order to achievea more subtle lookType/ image Do not translate Emerson o not put the brand markDover busy images that makeit difficult to stand outIT GroupGLOBAL DATA CENTER Do not put any other identities under the Emerson brand markD o not ignore the MinimumClear ZoneD o not distort the brand mark Do not rearrange the elements or separate the double helix from the Emerson brand mark type
Our Brand MarkAvailable File FormatsNovember 11, 2020We have created versions of the brand markartwork in multiple file formats to support thedifferent specifications you will encounter. All ofthese official artwork files follow the same namingconvention. The name will enable you to identifythe specifications of the artwork without openingthe file in advance. CMYK color versions of the brand mark work bestfor printed materials. AI and EPS files are vector artso they can be scaled to any size without loss ofquality. PDF files are available for those not usingdesign programs suited for AI and EPS. TIFF filesare available for those who need that format.Color VariationSpecificationsFile TypesFive-Color (5C)CMYK SilverSilver InkAI, EPSSilver FoilAI, EPSFour-Color (4C)CMYKTwo-Color (2C)Standard BlueAI, EPS, PDF, TIFWhiteAI, EPS, PDFStandard BlueHalftoneWhite HalftoneNo HalftoneCorp 4C StandardBlue.tifCorp 4C White.pngCorp 2C StandardBlueHalftone.aiCorp 2CNoHalftone.pdfCorp 1CBlueHalftone.pdfCorp 1CWhiteHalftone.epsCorp 1CSilverHalftone.pdfCorp 1C SolidLineBlack.epsAI, EPS, PDFAI, EPS, PDFAI, EPS, PDFBlue HalftoneAI, EPS, PDFSilver HalftoneAI, EPS, PDFWhite HalftoneAI, EPS, PDFBlack HalftoneAI, EPS, PDFSolid Line BlueAI, EPS, PDF, PNG, DXFSolid Line Silver FoilAI, EPS, PDFSolid Line WhiteAI, EPS, PDF, PNG, DXFSolid Line BlackAI, EPS, PDF, PNG, DXFRGBDigital BlueJPG, PNGSimulates 4Cfor digital andscreensWhitePNGOne-Color (1C) A DXF file for the solid line artwork is available forCAD CAM programs used in architectural design. The brand mark electronic files can be found onthe Emerson Industrial Strength Marketing hub.Corp 5C SilverFoil.epsNOTE: 100% Magenta indicates Silver Foil for stamping Because JPGs are flat files with the brand mark ona white background, there are no JPGs for anyWhite versions of the brand mark.For any other file format needs, please contactCorporate or your business platform marketing.ExamplesCorp 5C SilverInk.ai Two-color and one-color versions are available forspecific applications. RGB color versions of the brand mark are availableas JPG and PNG files. These are best suited forcreative assets that will be displayed on a screenor monitor. Unlike the JPG, the PNG format has atransparent background and is useful when youwant to place the brand mark over a backgroundcolor, e.g. in PowerPoint or Keynote presentations.Page 22Corp RGBDigitalBlue.jpgCorp RGB White.png
Our Brand Identity SystemIntroductionNovember 11, 2020As we look to the future and build our capabilitiesand reputation as a global solutions provider andpartner, it is more important than ever that we areconsistent in how we present our product and servicebrands worldwide. To achieve that goal, we haveretired (with the exception of select consumer andProfessional Tools brands) legacy signature, synergy,independent and product brand logos and migratedthem to a new company-wide brand identity system.Creating new identitiesTo ensure consistency across the entire organization,new brand identities can only be created by themarketing agency for Emerson Corporate Marketingusing our specially created, proprietary art font andfollowing strict rules regarding letter-form heights,spacing, additional punctuation, etc. All brandidentities are protected by the symbol — neverthe . In some countries, it's against the law to claimthat a trademark is registered locally when it isn't.Requests for a brand identity package for a migratingor new brand must be made through your businessplatform marketing lead or Emerson CorporateMarketing. We will have the agency create your newbrand identity package.Page 23
Our Brand Identity SystemArt Font SpecificationsNovember 11, 2020The decision to standardize around a single brandidentity system was not taken lightly. Great thoughtand care went into its development.Art fontThis visual identity system clarifies brand hierarchyand relationships while still leveraging productbrand equity. The system utilizes a special art fontspecifically and specially designed to match andcomplement the Emerson brand mark with strictrules for spacing and alignment to maintain theintegrity of a unified look.AMS gray.aiTOD black.jpgCapitalizationBecause this art font matches the Emerson brandmark, it was important to visually signal the correctbrand hierarchy. That is why brand names arerendered in a large cap/small cap format. Pleaseconfirm with the relevant attorneys about the needfor trade or registered marks.WhiteRodgers white.epsThe only exception is for any brand identity that isless than 3 letters and is pronounced as individualletters and not like a single name (e.g. A.M.S. notams). In this case, the brand is rendered in an ALLLARGE CAP format. If hyphens are part of the originalbrand name, they can be maintained in the newbrand identity system (e.g. T-O-D).Tescom black.aiAny brand identity that is 4 or more letters AND/ORpronounced as a name and not as individual letters(e.g. Asco or Tescom) will be rendered in the largecap/small cap format.SolaHD gray.pngPage 24
Our Brand Identity SystemSizing and ProportionNovember 11, 2020Hierarchy and proportionPage 25Hierarchy and ProportionTo maintain a clear and consistent brand hierarchyacross all product brands and with the Emerson brand,we have established a few simple rules that are easyto see, quantify and implement.When used in any communication that also includesthe Emerson brand mark, the size of the product brandidentity is determined by matching the height of theinitial cap letter to the height of the “E” in Emerson.This holds true regardless of the length of the productbrand name. Not only will this maintain a properrelationship between an individual product brandand the Emerson brand, it will also avoid a messy andvariable look when displaying multiple product brandidentities together.Minimum Clear SpaceMinimum clear spaceMaintaining a minimum amount of space aroundthe brand identity ensures it is always clear and legible.Always respect this exclusion zone and do not allowany other graphic elements or words in this area.Because product labels have space restrictions dueto both size and other required information, it is notalways possible to maintain this minimum clear space.Refer to the Product Design Language guidelinesfor your brand to find the approved solutions.Minimum sizeRespecting the brand identity’s minimum size willensure that the typography is always at a readable sizeand that the symbol can be reproduced throughmost production methods.Minimum Size20 mm0.8 in dditional exceptions have been approved for certain Automation Solutions channel partner lockups.AMore information is in the Local Business Partners, Authorized Distributors and Representatives, andImpact Partner guidelines, which can be found on the Industrial Strength Marketing hub. he examples used above are for Emerson’s Copeland product brand. Find the correct artwork for yourTbrand on the Industrial Strength Marketing hub.
Our Brand Identity SystemColor and File FormatsNovember 11, 2020ColorThe color options for product brand identities havebeen selected to complement the Emerson brandmark and to clarify the relationship between ourcorporate and product identities. Product brandidentities are to be rendered in gray (44% of black).In certain cases, the brand identity can be usedin white (for legibility to reverse out of a darkerbackground) or in black (for packaging and productbadging when no other option is available).File formatsAll identities are provided in gray, white and blackversions in the following file formats: AI, EPS, PDF,JPG, PNG, PSD, DWG, DXF. Because JPGs and PDFsare flat files with the brand identity on a whitebackground, there are no JPGs or PDFs for anywhite versions of brand identities. The brand identity electronic files can befound on the Emerson Industrial StrengthMarketing hub.Color ExamplesCopeland gray.epsCopeland black.jpgCopeland white.pngPage 26
Our Brand Identity SystemBrand Identity “Don’ts”November 11, 2020Just as good design and effective presentation canenhance our position in the global marketplace, poordesign and inconsistent implementation can make usappear uncoordinated and unprofessional.Correct application of our brand identities will ensurethat their visual impact and overall integrity aremaintained. Ensure that the approved electronicartwork is always used. Do not use damagedartwork, laser prints, photographs, photocopiesor hand rendering.T he examples used above are for Emerson’s Ascoproduct brand. Find the correct artwork for yourbrand on the Industrial Strength Marketing hub.Page 27ASCO ASCO o not substitute another font for theDbrand identityD o not alter the official color Do not rearrange, resize, or remove the elements Do not add drop shadows Do not distort or skew Do not animate or place at an angleType/ image Do not ignore the Minimum Clear Zoneis the globalmarket and technology.D o not use in a sentence or headline
Select Brand ExceptionsCommercial & Residential Solutions Brand ExceptionsNovember 11, 2020Select brands that have a more consumer face orare part of the Professional Tools group have beenallowed to retain their legacy brand marks/logos andhave been granted certain exceptions for items likepersonal identity.Any brand not listed to the right should followthe brand identity system referenced earlier inthis document.Additionally, any approved brand extensionor product name is to be rendered in the fontfor its brand. No new branded product logosare to be created.It is imperative that you follow all individual brandguidelines for these brands, as well as the rules forhow to present these brands in relation to Emersonand the Emerson brand mark. In some countries,it's against the law to claim that a trademark isregistered locally when it isn't. So be sure to use onlythe symbol — never the . Even when a is likelysafe, it's always safer to use , which still providesprotection.Please contact Commercial & Residential platformmarketing for more information. Separate guidelines for each of these brandscan be accessed through the Emerson IndustrialStrength Marketing hub.T he Greenlee logo can be rendered in one of twoformats. With the diamond G when used alone andwithout the diamond G when used in conjunction withthe other Professional Tools brands: Ridgid and Klauke.Consumer and Professional Tools Brands with ExceptionsPage 28
Select Brand ExceptionsCommercial & Residential Solutions Brand Exceptions Size RelationshipsNovember 11, 2020Due to the inherent difficulty of working with legacy logos, there is not a onesize-fits-all solution for sizing in relation to the Emerson brand mark. However,all size relationships are based on a measurable element of the Emerson brandmark — either the type or double helix.“E” heightThe size relationships were first evaluated against the “E” height of the brandmark type. For Ridgid, Greenlee, Klauke, ProTeam, Sensi and Workshop themain typography in the consumer brand mark should be sized to match theheight of the “E” in Emerson.Page 29Width of EmersonBecause of the unique shape and proportion of the InSinkErator andGrind2Energy logos, the width of Emerson should serve as the referencepoint for sizing.
Select Brand ExceptionsCommercial & Residential Solutions Brand Exceptions DisplayNovember 11, 2020When displayed together, the size relationships should be established based onthe rules in relation to the Emerson brand mark, even if the brand mark is notpresent. This is to ensure a consistent presentation.Page 30
Select Brand ExceptionsAutomation Solutions Brand ExceptionNovember 11, 2020Emerson’s brand strategy includes independent, synergy and signature brands.Because the Plantweb digital ecosystem portfolio includes products andservices from multiple signature and synergy brands, its brand status alignsmore closely with that of a platform brand.A platform brand is defined as a brand that integrates technology and services,connecting multiple businesses and brands that are focused on a commonstrategic objective or industry challenge. Platform brand status is granted on anexception basis, to differentiate from the standard signature or synergy brandphilosophy and can be assigned only by the Brand MLT and approved by theAutomation Solutions brand officer.That’s why all Automation Solutions brands have migrated to the new BrandIdentity System with the one exception of the Plantweb digital ecosystem. Separate guidelines for each of these brands can be accessed through theEmerson Industrial Strength Marketing hub.Size relationshipTo clarify the relationship of Plantweb to the Emerson brand and our productbrands, the height of the letters in the Plantweb logo should match the heightof the “E” in Emerson brand mark.Page 31
Our TypefacesPrimary: Western LanguagesNovember 11, 2020DTL ArgoThe Emerson brand identity uses DTL Argo as itsdominant font for all non-digital communications aswell as when assets are created as artwork or imagefiles for web-based communication. It is modern,strong and diverse, working well across a broadrange of media, from collateral to billboards to TVto signage to print advertisements. DTL Argo is alsosufficiently classic and serious to be appropriate formany years to come.While having a single external corporate font willhelp us clarify our communications, it does nothave to limit creativity. By exploring variations incolor, composition and scale, this typeface canbe used in countless ways.DTL Argo gets its character from its subtledetailing. The slightly calligraphic l ine weightsand the sculpted shapes ( where horizontalstresses meet uprights) give an impression ofmotion and dynamism.ArialBecause it is not always possible to use DTL Argo,we have selected a secondary typeface. Arial waschosen because this complementary font is a widelyavailable typeface, installed on most computers.Applications inclu
reflect product brand strategy; this assumes continuity with the Emerson Brand Architecture. This would include placing both the product brand logo and the Emerson brand mark on the packaging. Separate guidelines for product packaging can be access
