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BRAND STANDARDSMARCH 2019C R S T – T H ET R A N S P O R T A T I O NS O L U T I O N
THE BRAND EXPERIENCEWhat is the “brand experience?” It’s more than you may think.Any time a person interacts with CRST or its OperatingCompanies, in any way—from receiving a business card, toreading a brochure, to speaking to us on the phone—theyexperience the CRST brand. They come away with a gutfeeling about who we are and what it is like to work with us.That experience can appear focused and professional, orscattered and confusing.That’s why we have put together this brand style guide—tohelp all of us who represent CRST present a clear, consistentbrand for our company. By using these guidelines, you’ll helpprotect the integrity of our brand, make a clear distinction withour competition and help us communicate that our services areamong the best available.2
THE CRST INTERNATIONAL LOGOOur logo is one of the most important tools we have to visuallyconvey our brand name and identity. It should be used in allcommunications we produce. Our logo is our “public face” andmust be used in a consistent way. Please use the standardsthat follow when using it.MINIMUM SIZEWhen sizing our logo in printed materials, a general rule is tobe sure it isn’t so small that it looks too weak or so large that itis too dominant, stealing visual power from the text or photos.The minimum size of 1.5 inches is the smallest the logoshould be reproduced.Minimum size 1.5 inches3
CORRECT CRST INTERNATIONAL LOGO USAGEWhen 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 backand 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 fileis usually preferred. Choose the Illustrator .eps or .ai formats for this purpose. Logos in .jpeg format are preferred for PowerPointand Word documents. The logo has also been converted to formats for Web applications including .gif, .png and optimized .jpeg.Primary Logo4-color process versionInks: cyan, magenta, yellow, black2-color version:Inks: Pantone 872 (gold) and Pantone blackIf greater contrast is desired or in one color applications, use the white logo.1-color version:Ink: black1-color version:Ink: Pantone 872 (gold)4
OPERATING COMPANY LOGOSAll legacy operating company logos are 1-color. Pantone 872 (gold) or solid black. If printing 4 color process the gold can beconverted to a CMYK build .ExpeditedLogisticsDedicated Services5
NON-LEGACY OPERATING COMPANY LOGOSMaloneMalone Alternate LogoMalone (Powered by CRST) is an acceptable alternate logofor CRST Malone, and has been approved for use on publicfacing materials.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.Pegasus Transportation Inc.Flatbed LogoThe Flatbed logo is an acceptable alternate logo forCRST Malone, and BESL. It has been approvedfor use on public facing materials.The BESL Transfer Co.Gardner Trucking, Inc.6
CLEAR SPACETo ensure that the logo is not compromised, an area of clearspace has been established. No other text or logo is to appearwithin this area. The minimum area of clear space around thelogo is equal to one half the height of the “S” as shown below.This formula is to be applied to all legacy operating companiesas well.X 1/2 theheight of the SXXXXXXXXX7
INCORRECT LOGO USAGEThe logo should not be screened back.Do not use backgrounds other than solid white or solid blackwhenever possible. Other colors, patterns or images cangreatly reduce legibility.Logo colors must not be changed from the colors shown inThe position of type in relation to the logo must not be altered.this guide.The logo must never be stretched or distorted in any way.8
NON-LEGACY OPERATING COMPANY LOGO GUIDELINESThe 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.XXMinimum clear space around logo is equal to onehalf the height of the “E” in MaloneMinimum size is 1” wideBLACK TYPEPantone 361CCMYK: 77 0 100 0RGB: 67 178 42HTML: 43b02aPantone 485CCMYK: 0 95 100 0RGB: 218 41 28HTML: da291cXXXXMinimum clear space around logo is equal to theheight of the “P” in PegasusMinimum size is 1-1/2” wideXXSolid BlackCMYK: 0 0 0 100RGB: 0 0 0HTML: 000000The BESL Transfer Co.XBLACK TYPEPantone 872CMYK: 31 35 62 4RGB: 175 152 110HTML: af986eXXXMinimum clear space around the logo is equal to theheight of the graphic below BESLMinimum size is 1” wideBLACK TaglineGardner Trucking, Inc.Pantone 287CCMYK: 100 75 2 18RGB: 0 48 135HTML: 003087BLACK “G” and TaglineXXXXXXXXPegasus Transportation Inc.Solid BlackCMYK: 0 0 0 100RGB: 0 0 0HTML: 000000XXMalone (Powered by CRST) is an acceptable alternate logofor CRST Malone, and has been approved for use on publicfacing materials.Pantone 872CMYK: 31 35 62 4RGB: 175 152 110HTML: af986eXMalone Alternate LogoXXMinimum clear space around the logo is equal totwice the height of the blue bannerMinimum size is 1-1/8” wide9
CORPORATE FONTSTypography can be used to promote visual consistency and a family appearance among communication materials. Helvetica isconsidered the primary corporate font approved for use in design applications. Eurostile can also be used for headlines andcall-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.HelveticaApproved body copy fontsLightLight ItalicMediumMedium ItalicBoldBold ItalicBlackBlack ItalicLight CondensedRegular CondensedMedium CondensedCondensed ItalicBold CondensedBold Condensed ItalicBlack CondensedBlack Condensed ItalicHelvetica LightEUROSTILEApproved headline styleBOLD CONDENSEDWhen Eurostile is used in a headline it is preferred when styledDEMIas follows:BOLDBOLDEXTENDEDFor nearly 60 years, CRST International’s family of companieshas exceeded customer expectations by providing qualitytransportation and logistics pqrstuvwxyzHelvetica MediumFor nearly 60 years, CRST International’s family of companieshas exceeded customer expectations by providing qualitytransportation and logistics pqrstuvwxyz- All Caps- Tracking extended to at least 75When Eurostile isn’t available, Helvetica Bold may be used.See the Eurostile example below:DRIVEN FOR YOU.10
CORPORATE FONTS( CONT. )When Helvetica is not available to your system or when using non-design applications (PowerPoint, etc.) where Helvetica is notavailable, Arial or Myriad may be used as a substitute.ArialMyriadRegularItalicBoldBold ItalicRegularItalicBoldBold ItalicCOLORSIt is essential that our colors be used consistently in all communications. Shown here are the approved colors for use in CRSTmaterials and on the Web. The logo is created in four process colors as well as in Pantone 872 and solid black. Pantone 872 isused when four-color printing is cost prohibitive or when silk screen printing is used as when making T-shirts and signs.Primary Corporate ColorsPantone 872Solid BlackCMYKCMYK3135624000100RGBRGB175152110000HEX: af986eHEX: 000000NOTE: 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 areconverted to four-color process will also shift slightly, because they are built from four separate colors.11
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 OPERATING COMPANY LOGOS The non-legacy operating companies below are owned by CRST, but maintain their distinct brand while being designated as .
