ABM Brand Standards Executive Summary Brand Standards Executive Summary 12.13 ABM Brand Standards Executive Summary 1 Purpose, Vision and Values 2 Elevator Statement 3 Industry Groups

ABM Brand Standards Executive Summary

ABM Brand Standards Executive Summary | 12.17


1 Purpose, Vision and Values

2 Elevator Statement

3 Industry Groups & Endorsed Brand Architecture

4 Industry Group Segmentation

5 ABM Endorsed Brands

6 Composition of Elements

7 Color Palette

8 Email Signatures

9 Signature

10 Signature: On Color

11 Signature: Black & White Usage

12 Signature: Improper Use

Table of Contents

13 Signature: Improper Use on Backgrounds

14 Signature: Open Space and Minimum Size

15 Signature: Sizing

16 Signature: Proper Alignment with Text & Business Unit Names

17 Special Logo: Consumer Parking Lots

18 Special Logo Usage Requirements: Parking Services

19 External Program: GreenCare Mark

20 Word Mark Styling

21 Logo & Word Mark Lockups

22 Signature with Client, Endorsed or Independent Logos

23 Signature with Client, Endorsed or Independent Logos -

Proximity & Proportions

24 Endorsed Brand Logo Lockup

25 Endorsed "Group" Brand Lockup



| 1

We have realigned our core Purpose, Vision, and Mission (PVM) to the company we are today, in order to support our 2020 Vision and beyond.

Our:

• Purpose provides us with a clear focus on what we do at our core.

• Vision is the driving force that helps us focus on where we are going.

• Mission is how we accomplish our Vision.

Essentially, PVM is our ‘North Star,’ a fundamental guideline for ABM, to provide context for all our business, operational, employee, and client decisions. You can learn more about our PVM and download materials to help you articulate and share the PVM amongst our employees below.

To order these items, click here or go to https://connectx.abm.com/Corp/SalesMarketing/home/Purpose-Vision-Mission/SitePages/Home.aspx.

Purpose, Vision, Mission & Values

https://connectx.abm.com/Corp/SalesMarketing/home/Purpose-Vision-Mission/SitePages/Home.aspx






| 2


Elevator Statement

ABM Builds Value for clients by keeping their properties safe, clean, comfortable and energy efficient through individual or integrated solutions.



| 3Industry Groups & Endorsed Brands Architecture

Branding acquired properties (e.g., companies, divisions, products) should be determined on an ad hoc basis. There are often unique legal, regulatory, business, and brand considerations that attend each. The ‘weight’ of these factors can very widely, from case to case, and impact the strategy for integrating them, differently.

Corporate Master Brand

Industry Market Descriptors

Independent or Endorsed Sub-brands (non re-branded)

Industry GroupsAviation EducationBusiness &

IndustryTechnology &

ManufacturingABM UKHealthcare Technical

SolutionsBuilding Services/Solutions

Electrical & Lighting SolutionsElectrical Power Solutions

Energy SolutionsMission Critical

(Rebranding in process.)



| 4The following ABM Endorsed Brands serve in one distinct vertical industry as follows:

Vertical Line Brand ABM Sub-SegmentsAviation • Airlines

• AirportsBusiness & Industry • Banking & Finance

• Commercial Buildings (Third-party, Owner-operated, Owner-managed)

• Golf Courses• Improvement Districts• Mixed Use• Residential• Retail• Sports & Entertainment

Education • K-12• Higher Education

Healthcare • Acute• Non-Acute

Technology & Manufacturing • Aerospace• Automotive• Consumer Technology• Data Centers• Food & Beverage• Industrial Machinery• Internet Devices• Life Sciences• Manufacturing• Medical Devices• Oil, Gas & Power• Pharmaceutical• Warehousing & Distribution

Technical SolutionsUK

Industry Group Segmentation



| 5

1 Omni Serv (U.K.)

2 Blackjack Promotions

3 GCA Services GroupSM

4 Linc Service®

5 TEGG®

The following are all ABM Endorsed Brands

ABM Endorsed Brands

1

4

32

5



| 6Composition of Elements

All the Key Design Elements work together to create the ABM Visual Identity System. The Key Design Elements consist of the Signature with tagline, Corporate Typefaces, Corporate Colors, the Collaboration Icon, Integration Graphic and photographic imagery.

1 ABM Signature

2 ABM Tagline

3 Corporate Typeface

4 Corporate Colors

5 Collaboration Icon

6 Integration Graphic

Preferred Signature Shown with Tagline

Corporate Typeface

Apex is our primary brand font.Arial is our digital brand font.

Integration Graphic

Collaboration Icon

Corporate Colors

1

2

3

4

5

6



| 7Color PaletteCore

Colors

Support Colors

Dark Colors Light Colors

ABM Orange

ABM Blue

Sky

Midnight

White

Gray(20%)

Mist

Sun

Sage

Aqua

DuskBrick

Green

Forest

Grey

Black

The ABM corporate colors are a key element to re-enforcing the dynamic and trustworthy nature of the brand’s personality. Consistent use of the core and support colors is to be applied in all communication systems including publications, advertisements, multi-media, signage, etc.

Blue : PMS 293C 100 - M 68 - Y 0 - K 2R 0 - G 70 - B 173Hex 0046AD

Sun : PMS 123C 0 - M 21 - Y 88 - K 0R 253 - G 200 - B 47Hex FDC82F

Orange : PMS 144C 0 - M 52 - Y 100 - K 0R 233 - G 131 - B 0Hex E98300

Mist : PMS 579C 23 - M 1 - Y 37 - K 2R 193 - G 213 - B 159Hex C1D59F

Sky : PMS 7461C 98 - M 24 - Y 1 - K 3R 0 - G 131 - B 190Hex 0083BE

Sage : PMS 5503C 39 - M 3 - Y 11 - K 8R 153 - G 191 - B 194Hex 99BFC2

Midnight : PMS 295C 100 - M 68 - Y 8 - K 52R 0 - G 47 - B 95Hex002F5F

Aqua : PMS 543C 39 - M 8 - Y 0 - K 1R 158 - G 195 - B 222Hex 9EC3DE

Gray : PMS Cool Gray 11C 0 - M 0 - Y 0 - K68R 77 - G 79 - B 83Hex 4D4F53

Dusk : PMS 536C 34 - M 18 - Y 2 - K 7R 164 - G 179 - B 201A4B3C9

WhiteC 0 - M 0 - Y 0 - K 0R 255 - G 255 - B 255Hex FFFFFF

Brick : PMS 159C 1 - M 74 - Y 100 - K 7R 199 - G 91 - B 18Hex C75B12

Green : PMS 376C 53 - M 0 - Y 96 - K 0R 122 - G 184 - B 07AB800

Forest : PMS 562C 83 - M 10 - Y 41 - K 37R 13 - G 119- B 1100D776E

BlackC 0 - M 0 - Y 0 - K 100R 0 - G 0 - B 01E1E1E



| 8

Click on https://brandcenter.abm.com/Pages/Email-Signature.aspx to set-up your email signature.

If your default font is Calibri (Outlook 2007 or 2010), use the email signature template on Page 1. Use the template on Page 2 if your default font is Arial (Outlook 2003). Your email signature should always be consistent with that of the body copy within your email correspondence.

Industry Group email signature Font sizes

Corporate email signature Font sizes

11 point Arial Italics Bold. Color: R-0 G-70 B-17310 point Arial10 point font for space11 point Arial Bold10 point Arial10 point Arial10 point Arial10 point Arial

11 point Arial

10 point font for space11 point Arial Bold. Color: R-0 G-70 B-17311 point Arial Bold. Color: Orange (underlined) - R-33 G-131 B-0, Blue -R-0 G-70 B-173

11 point Arial Italics Bold10 point Arial10 point font for space11 point Arial Bold10 point Arial10 point Arial10 point Arial10 point Arial10 point Arial

11 point Arial. Color: R-0 G-131 B-19010 point font for space11 point Arial Bold. Color: R-0 G-70 B-17311 point Arial Bold. Color: Orange (underlined) - R-33 G-131 B-0, Blue -R-0 G-70 B-173

Email Signature

https://brandcenter.abm.com/Pages/Email-Signature.aspx





| 9Signature

The ABM Signature is comprised of a Logo and the Tagline “Building Value." Throughout these guidelines, we refer to these elements as the ‘Signature’. The Signature must always be reproduced from the supplied digital master artwork. It must never be modified in any way (i.e., do not flatten, stretch or try to re-draw it). It must always include the tagline.

It must appear against clean, uncluttered colored backgrounds. White is the preferred background color. When selecting a background color, care should be taken to ensure legibility. See page 2.8 for more details.

1 Division Names Do not place a division name, or any other naming convention within proximity to the Signature.

Signature = Logo and Tagline

SignatureLogo

Tagline

Division Name



| 10Signature

When applying either the two-color Signature or one-color Signature to a background, it is important to control the intensity of the background on which it appears so that it remains legible at all times. The examples shown here demonstrate proper usage of a two-color and one-color (white) Signature on various colored backgrounds.

When placing the Signature on a colored background, ensure that only ABM Design Colors are used as shown here. If the Signature appears on a background image, please ensure that there is sufficient contrast in terms of color and texture so as not to obscure or dilute the prominence of the signature. The background should not be cluttered and there should be no more than 10% value to the background.

On Color



| 11Signature

To ensure clarity and legibility of the ABM Signature, it is important to control the intensity of the background on which it appears. For your reference, we have provided a preferred background grayscale table, for use with the black or white Signature.

1 The white Signature can be used on grayscale backgrounds that are 60% of black or darker.

2 The black Signature can be used on grayscale backgrounds that are 30% of black or lighter.

3 The grayscale Signature can be used on white backgrounds.

Black & White Usage

1 2

3



| 12Signature

It is essential that all versions of the ABM Signature are applied in a considered and consistent manner. Some common mistakes relating to the application of these signatures are shown on the left. Please avoid them!

1 Do not use the ABM Signature without the tagline.

2 Never break apart or use individual letterforms and treat them as separate graphic elements or devices.

The Collaboration Icon and the Integration Graphic are the only authorized secondary graphic devices.

However, the "M" icon may be used by Corporate on rare occasions only.

1 2

2 2

Improper Use



| 13Signature

The following examples to the left are how not to use the ABM Signature.

The Signature is not to be changed for any purpose.

1 Solid blue Signature on black.

2 Solid blue Signature on any color.

3 Low contrast use of the Signature is to be avoided.

4 Don’t use the Signature against an image or graphic except where the contrast is less than 10%.

5 Make sure there is sufficient contrast of the Signature against dark backgrounds.

6 Don’t reverse colors in logo.

7 Don’t twist, slant or re-shape the Signature in any way.

8 Don’t use the Signature in grayscale.

9 Don’t screen back or ghost the Signature in any way.

10 Don’t use the White/Orange logo on a black background.

1 2 3

4 5 6

7 9 108

Improper Use On Backgrounds



| 14Signature

Open Space for the ABM Signature communicates clearly and effectively a minimum amount of space around it: clear of text, symbols and other related graphic elements. The “X” height is respectively equal to the vertical height of the ABM “A” as indicated. Open Space is equal to one half “X” on all sides.

The minimum size of the Signature to be used for various printing processes is specified below. Using the mark any smaller than indicated will reduce legibility and quality of reproduction.

1 “X” equals height of the letter “A” in the ABM Signature being used.

2 Open Space equals one half of “X.”

Open Space and Minimum Size

Preferred Signature Shown with Open Space

X

½ X

½ X

½ X

1

2



| 15

1 Standard size of Signature on U S Letter stock (8.5" x 11") is 1.25".

2 Minimum width equals .625".

SignatureSizing

Minimum Signature SizeStandard Signature Size: U S Letter

.625"

1.25"

21



| 16Proper Alignment with Text & Business Unit Names

Signature

Observation of open space and alignment of text in proximity to the Signature is also to be maintained.

1 Text with Signature Always place text at least 1/2 X away from the Signature and justified left with the "B" in Building Value (as shown).

2 Text with Signature Never place text aligned with the left side of the Signature.

3 Business Unit Names A business unit name with an address block can be placed adjacent to the Signature if minimum open space is observed.

4 Business Unit Names Never place or lock-up a business unit name by itself with the Signature.

Alignment and Proximity

4

2

1

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Et ea conummy nonse ming et, con ullamet, velestrud minim ilit vel dit praestrud tat luptat. An ut irit adiat ilit ullaore magna ametum augait praestie magna tat luptat.

Business Unit Name

X

½ X

3 Business Unit NameAddress Line OneAddress Line TwoCity, ST 00000

X

½ X



| 17

1 The special logo is tobe used only in special circumstances as depicted on the following page.

Please contact ABM Corporate Marketing with questions.

2 Distance from ABM and Name = 1x

3 Variable descriptor text and rule is centered below ABM.

4 Vertical line separator is equidistant from ABM and Name and equals the width of ABM.

Note: For various logo lockups, please see Brand Center Logo Library as they are released.

Consumer Parking Lots

Special Logo

1 Special Logo Usage

2

2

3

4



| 18Parking Services

Special Logo Usage Requirements

Parking Services Logo is to be used for Client, Legal and other applications such as:

• "Branded" Vehicles• "Non-Branded" Vehicles

(Operated by)• Client Property Signage• Uniforms• Validation Stamps

Not applicable to:• ABM Office Signage• Trade Show Graphics

(Parking Services used in Text)

• Advertising• Brochures• Stationery• Business Cards

The Standard Logo is used when no special requirements are needed.

Application Consumer-Facing Business To Business

Branded Vehicles

Non-Branded Vehicles (Operated by)

Client Property Signage

ABM Office Signage

Uniforms

Validation Stamps

Trade Show Graphics (Parking Services used in Text)

Advertising, Brochures, Stationery, Business Cards

N/A

N/A

N/A

N/A



| 19Design Mark & Color Palette

External Program - GreenCare Design Mark

PMS 376

PMS 7461

PMS 428

PMS 3258

PMS 382

PMS 138

PMS 431

PMS 465

PMS 328

PRIMARY COLORS

PANTONE CMYK RGB HEX

PMS 376 60/4/100/0 119/184/0 #77b800

PMS 7461 95/37/5/0 0/130/192 #0082c0

PMS 328 100/30/66/17 0/113/101 #007165

PMS 3258 63/0/37/0 75/200/182 #4bc8b6

PMS 382 31/1/100/0 190/214/0 #bed600

PMS 428 23/16/17/0 196/199/200 #c4c7c8

PMS 138 9/60/100/1 227/124/0 #e37c00

PMS 431 65/51/44/16 95/106/114 #5f6a72

PMS 465 29/37/73/3 182/152/94 #b6985e

PMS 376

PMS 7461

PMS 428

PMS 3258

PMS 382

PMS 138

PMS 431

PMS 465

PMS 328

PRIMARY COLORS

PANTONE CMYK RGB HEX

PMS 376 60/4/100/0 119/184/0 #77b800

PMS 7461 95/37/5/0 0/130/192 #0082c0

PMS 328 100/30/66/17 0/113/101 #007165

PMS 3258 63/0/37/0 75/200/182 #4bc8b6

PMS 382 31/1/100/0 190/214/0 #bed600

PMS 428 23/16/17/0 196/199/200 #c4c7c8

PMS 138 9/60/100/1 227/124/0 #e37c00

PMS 431 65/51/44/16 95/106/114 #5f6a72

PMS 465 29/37/73/3 182/152/94 #b6985e

Note: For use of this word mark, please contact ABM Corporate Marketing for approvals.

When expressing this in written text, use: ABM GreenCare®.



| 20Do's

Word Mark Styling

Font, Colors & Size

Subversive to ABM logo in size

Sky Blue is in Apex Medium

Orange is in Apex Book (exception for ConnectX where X is Apex Bold).

Or use ABM Grey, Black or Sky Blue

Tagline with Word Mark

Italics (see 2.17)

No period if sentence. Use period if words.

Tagline must convey the objective and add value.

Tagline should tie back to the application (see ThinkSAFE as example).

Right aligned text to not exceed length of Word Mark on either side

Do not create or use a tagline that is too long (running too far to the right from Word Mark above it)

Tagline height should stay at approximately quarter of the height of the Word Mark

Other

No Design Elements can be included with the program name, word marks or locked up to them.

ConnectX

theSHELF



| 21

1 Too Close - not meeting proximity clear zone rules.

2 Not permitted.

3 Not permitted.

4 The use of ABM in front of a Program Name is not permitted.

Don'ts

Logo & Word Mark Lockups

Word Mark

Word Mark

Word Mark

1

2

3

ABM University4



| 22Signature with Client, Endorsed or Independent Logos

Apart from the technical specifications for ‘co-logo’ use, the ABM Signature should only be used in conjunction with a client’s logo in three document genres (across 4 formats): Proposals; Presentations; and Case Studies; in Word, PPT, PDF or digital screen display. These three genres span the cycle from prospect to current account to former or continuing client. Any novel co-logo uses that arise, outside of these scenarios, should be addressed on a case by case basis by contacting Marketing Services.

Case Study

BMW North AmericaIntegrated Facility Management Services

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Case Study title lore modipitSecondary description line



| 23Signature with Client, Endorsed or Independent Logos

1.5 X

Maximum Width

Minimum Space

X

Whenever placing a client, endorsed or independent logo on a document along with the ABM Signature, please keep the following proportions and proximity in mind.

1 The minimum space to a partner logo is 1.5 “X,” with “X” being the height of the letter “A” in the ABM Signature being used.

2 Client, endorsed or independent logos should never be visually larger than the ABM logo.

3 The width of a client, endorsed or independent logo should be no wider than the width of the tagline "Building Value."

1

3

Proper Use of Client Logo Scaling

Proximity & Proportions

2



| 24

1 The minimum space to separate an endorsed logo is 2/3 “X,” with “X” being the height of the space between Linc and Service.

An ABM Company

Font: Apex Book

Kerning: +25

Color: ABM Grey

2 The minimum space to separate a co-branded logo is 1.25 “X.”

3 The minimum space to separate an endorsed logo is 5/8 “X,” with “X” being the height of the space between the tagline and An ABM Company.

Examples

Endorsed Brand Logo Lockup

Logo Lockup

Co-Branded Logo Lockup

Logo with Tagline Lockup

1

2

3

2/3X

X

1

1.25X 2

5/8XX 3



| 25ABM Franchising Group

Endorsed “Group” Brand Lockups

ABM Franchising GroupLogo Lockup

www.abm.com

Business Unit NameAddress Line 1Address Line 2

City, ST 00000Office: (000) 000-0000

Fax: (000) 000-0000

NYSE Symbol: ABMR

1

1 For ABM Franchising Group Brands Logo Lockup File, please contact:[email protected]

Documents

ABM Brand Standards Executive Summary Brand Standards Executive Summary 12.13 ABM Brand Standards Executive Summary 1 Purpose, Vision and Values 2 Elevator Statement 3 Industry Groups