Brand Identity & Logo Guidelines - Carquest · 2020-05-21 · The e-mail signature for doing business as designation for CARQUEST® must be created in size 10 pt. Arial font and cannot

Brand Identity & Logo Guidelines

What is Brand?

A brand is more than just a name and a logo. A brand is a promise of uniqueness, quality and value. In short, a branddistinguishes an organization and its offerings from the competition and helps build preference and loyalty in anenvironment where customers have choices.

Why is the CARQUEST® Brand Important?

The CARQUEST brand is a valuable asset that creates preference and loyalty for our products and services. Manycompanies can buy and sell original equipment-quality products, but there is only one CARQUEST brand. Building astrong CARQUEST brand presence will support our positive reputation, separate us from our competition and reinforcethe promise that we will consistently deliver excellence in everything we do.

Why is Consistency Important?

Brands define themselves much like people — through words and actions. If the words are consistent and match theactions, the brand grows stronger and its positive reputation is enhanced.

Greater consistency in all we do and say and a disciplined approach to how we communicate with our customers,teammates and other stakeholders will help build the CARQUEST brand.

A consistent look and feel across all communications will also reinforce the impression of an integrated companythat speaks with one reliable, strong voice and holds the same values across the entire organization. And while thecompany will continue to grow and change, the CARQUEST brand and everything it stands for will endure.

Rev - 2/28/12

The CARQUEST® Trademark and Brand Logos

The CARQUEST logos are the primary representations of our brand identity. They should always be used according to the standards described in these guidelines.

All approved CARQUEST logos should be derived from digital files. They should never be distorted, altered, amended or“rebuilt.” The approved logos as digital files are available for download at CARQUEST.com/logos or on CARQUEST Link under the Brand and Logo Guidelines link.

The CARQUEST® Auto Parts logo should always be used on store signage, and uniforms.

The CARQUEST Technical Institute® and CARQUEST® Fleet Solutions logos should be used on promotional materials and educational publications for those business units.

When co-branding and two or more logos appear together, the CARQUEST logo should appear in the primary positionand appear larger or at least equal to the co-branding logo and should appear separate and distinct from the third party logo.

If any questions arise around the proper usage of any CARQUEST logo, Marketing should be consulted.

Standards for using the CARQUEST Logos

It is the responsibility of every teammate, member, supplier, customer and partner to use the CARQUEST logo correctly. These comprehensive brand guidelines and standards will help us work together to build a stronger and more unified CARQUEST brand across all our businesses.

The CARQUEST logo is a registered trademark of CARQUEST Corporation. It is registered with the U.S. Patent and Trademark Office and is a distinctive symbol to identify and distinguish the source of goods and services. The registered trademark (®), which is integrated into the design of the logo, represents a universally accepted mark signifying proprietary legal protections. It is essential that its usage be managed consistently across all applications.

During the process of registering a trademark, the trademark (™) for products and service mark (SM) for service symbols are designated to indicate that a trademark registration has been applied for. When the registration process is complete and the trademark becomes registered, the ™ or SM designation is replaced by ®, the registered trademark designation. Throughout these guidelines, you will notice various usages of all three designations. This section provides guidelines for usage of these symbols with the various logos.

The CARQUEST brand identity is predominantly defined by the master brand logo: the “shield” logo with or without a white trap.

The CARQUEST master brand logo is the CARQUEST shield, which is the central symbol to distinguish and identify the source of goods and services. Its power and distinctiveness will be enhanced through consistent and disciplined use. This is why it is important to follow these guidelines and consult with Marketing with any questions. While the CARQUEST shield logo is appropriate in almost any situation, there are approved modifiers that may be used with the CARQUEST shield logo to provide clarity and distinguish one product and services offering from another.

Approved logo variations are: CARQUEST® Auto Parts with or without trap, CARQUEST® Tools & Equipment, CARQUEST Technical Institute®, CARQUEST® Fleet Solutions. These may be used where such specific communications are required. They must always be reproduced from digital master artwork files. No additional modifiers, designs, words or symbols may be attached to these logos. Logos are also available in French and Spanish online.

Trap refers to the white border around the logo.

Master Brand Logo Elements

The master brand logo artwork consists of three elements: the CARQUEST® “shield,” the CARQUEST name in its unique typeface, and the registered trademark symbol (®).

The CARQUEST brand logos should always be reproduced from digital master artwork files. It should never be “recreated,” altered, amended or distorted. The approved logos as digital files can be found at CARQUEST.com/logos or on CARQUEST Link under the Brand and Logo Guidelines link. Below is a complete representation of all approved logos.

The standard spot colors are

Pantone 186 (Red) 100% Pantone 286 (Blue) 100%

Process colors (CMYK) are as follows:CMYK Red (0/100/81/4) CMYK Blue (100/64/0/6)

CARQUEST® Auto Parts Logo

The CARQUEST® Auto Parts logo conforms in every way to the master brand logo with the exception of adding the words“Auto Parts” in a specially drawn typeface. It should always be proportionally consistent and appear centered under the master brand logo in a“lock-up” as shown. It can be used with or without trap.

CARQUEST Logo with Approved Variations

In order to distinguish these marks, modifying language and typographic treatments have been designed in conjunction with the master brand logo. The typeface is Avenir Medium and the color is Pantone 186 (Blue). These “lock-ups” should not be altered, recreated, distorted, amended or otherwise revised.

Color is a powerful part of brand recognition, and the full-color version of the logos should be used wherever possible.Occasionally, one-or two-color executions may be necessary. When single-color applications of the logo are necessary, theaccepted color options are 100% Pantone 186 (Red) or CMYK equivalent, 100% Pantone 286 (Blue) or CMYK equivalentor 100% Process black or 100% white. CARQUEST and CARQUEST Auto Parts can be used with or without trap.

CARQUEST® Tools & Equipment Logo

CARQUEST® Technical Institute Logo

CARQUEST® Technical Institute Logo

Registration Marks in Text

We communicate that names, logos or phrases are registered trademarks or are pending trademark registration in severalways. First, we always use capital letters for all registered names – CARQUEST, WORLDPAC, TECH-NET, etc. In addition to usingall capital letters, three symbols used. They are: registered trademark (®), trademark pending (™) and service markpending (SM). These symbols are important and help us protect our trademarks and logos. They each have a specific purposeand must always be used carefully and correctly.

The ® designation is used with a name, line or logo that has been registered as a trademark. After a trademark registration has been applied for but before the process is completed, the (™) symbol is used for products or (SM) is used for services while theregistration is pending.

The appropriate designation should appear the first time the name or phrase appears on a page, but it only has toappear once. After that, the mark should be depicted in all capital letters but the registration symbol does not need to be repeated.

The following provides examples of the correct use of a registration marks with our trademarked names:

CARQUEST® CARQUEST® Auto Parts

CARQUEST® Tools & Equipment CARQUEST Technical Institute® CARQUEST® Fleet Solutions

Secondary Branding Elements

The tag line: Great people, great products, great prices!SM is a registered service mark and only the initial word “Great” is capitalized.

Fonts

The font for all external media is Helvetica Neue and should always be used according to the standards described in these guidelines.

The font for all internal communications (e-mails, presentations, memos, letters, etc.) is Arial and should always beused according to the standards described in these guidelines.

Clearance

Whenever possible, the CARQUEST® logo should appear in the lower right-hand corner of any field facing an audience. It should have “clear” space around it at least equivalent to the “T” height within the logo itself.

Co-Branding

Sometimes it is beneficial to associate the CARQUEST® brand with another entity as “co-brands.” When the two (or more)brand logos appear together, the CARQUEST logo should appear in the primary and most visible position (e.g., the front ofa hat, lower right on PowerPoint slides and printed material, and, in vertical applications, on top). In general, the CARQUESTlogo should be larger or at least equal to the co-branding logo as shown.

Whenever there is a special event or promotion, the CARQUEST logo always appears as a separate and distinct element.It should not be combined with or in any way integrated into any other logo or design themes or names.

For catalogs and packaging see the guidelines and templates on CARQUEST.com

Issued / Publie / Emitido: 00/00/07Catalog # / No de catalogue / catálogo #: XXXXXSupersedes / Remplace / Reemplaza: XXXXXMfg. Code / Code de ligne / Código Fab.: XXXXX

Product Category English / French / Spanish

Specific Catalog Application EnglishSpecific Catalog Application FrenchSpecific Catalog Application Spanish

MFGCODEHERE2011

CARQUEST® CorporationRaleigh, North Carolina 27604CARQUEST.com

CARQUEST®

Catalog Name Here in English / French / Spanish

2011

Email Signatures

The e-mail signature for doing business as designation for CARQUEST® must be created in size 10 pt. Arial font and cannotinclude graphics or slogans.

Teammate NameJob TitleCARQUEST U.S. or CARQUEST U.S. / CARQUEST Auto PartsAddress Line 1Address Line 2Office: XXX-XXX-XXXX Fax: XXX-XXX-XXXX

Creating an Email Signature in Outlook

1. In the Outlook main window, from the Tools pull-down menu, select Options. The Options dialog box appears.

2 Click the Mail Format tab.

3. From the Compose in this message format drop-down list, select the message format for which you want to create a signature.

4. Click the Signatures button. Click the New button.

5. In the Enter a name … text box, type your name. The Start with a blank signature selection button should be selected.

6. Click the Next button. The Edit Signature dialog box appears.

7. Type your name and address information into the text box. Inclusion of your e-mail address and cell phone number is optional.

8. Highlight your text and click the Font button. When the Font dialog box appears, check to see that the font is Arial, the style is Regular, and the Size is 10. Close the Font dialog box.

9. Click the Finish button to close the Edit Signature dialog box, and click OK.

10. In the Signatures section of the Options dialog box, from the Signature for new messages drop-down list, select the signature that you just created. Repeat this selection for replies and forwards.

11. Click the OK button.

PowerPoint Templates

PowerPoint is used for a wide variety of internal and external presentations. To support the consistent application of the CARQUEST brand, templates have been designed by the Corporate Communications Department for your use. These can be accessed from your Manager or by emailing [email protected].

Stationary and Business Cards

The Operating Committee, Vice Presidents, District Managers, Regional Directors of Sales, Regional Directors of Operations, Sales Managers and National Account Executives will order double-sided business cards; these cards provide more visibility to customers when exchanged in meetings and at trade shows. All other teammates who require business cards will order single-sided cards unless directed otherwise by your supervisor.

Stationery & Business Cards Ordering Instructions

1. Turn off any pop-up blockers you have set in your browser. The storefront will not work properly if this option is enabled.

2. Go to: www.cgxsolutions.com/CARQUEST

3. Enter your name and password.

4. Select your corresponding division on the left to see the products available to you. You can also search by product code found on the back lower left corner of a printed sample.

5. Click on a thumbnail of the product you wish to order. If the product is to be personalized, you will haveto create a new title for each new order. The details entered for that product will be saved for future reference. Create new titles as needed for each different version of a product. SAMPLE TITLE: Bob_Jones_BusinessCard Once a title is entered, click the SAVE link at the top of the page.

6. Enter the information you wish to appear on your product in the text fields provided. All fields in BOLD are required.

7. After entering your information, click the Proof link.

8. Review your proof for errors.

9. Close the proof window and make any necessary changes, then proof your order again.

10. Type your order Quantity in the text field provided.

11. Click the Add to Cart link to put this order in your shopping cart.

12. Repeat the order entry process for additional items you wish to order.

13. Click the Checkout link once all desired products have been added to the shopping cart.

14. Enter your shipping address.

15. Enter your billing address.

16. Enter your credit card information. Once your order is processed you will receive a Thank You/Confirmation page. Print this page to use as your receipt.

Please note: The payee on your credit card will be listed as Automated Graphics-OH., not CARQUEST.

General Parts Distribution LLC

1234 Main StreetAnytown, US 12345123.456.7890

General Parts Distribution LLC1234 Main StreetAnytown, US 12345 PROUDLY SERVING

A WORLD IN MOTIONSM

PROUDLY SERVINGA WORLD IN MOTION®

JOHN SMITHVice President

Marketing Communications

[email protected] E. Millbrook Rd.

Raleigh, NC 27604T 919-555-1234C 919-555-4567General Parts, Inc.

PROUDLY SERVING A WORLD IN MOTIONSM

PROUDLY SERVINGA WORLD IN MOTION®

JOHN SMITHVice President

Marketing Communications


Raleigh, NC 27604T 919-555-1234C 919-555-4567General Parts, Inc.

Double-sided cards

JOHN SMITHStore Manager


Raleigh, NC 27604T 919-555-1234C 919-555-4567

Raleigh AutomotiveMachine & Supply

Single-sided cards

Vehicle Graphics

Company vehicles are white. Vehicle graphics consist of the approved CARQUEST® “How’s My Driving” decal and any DOT specifications and driving safety language.

Vehicle graphics must be applied correctly and no other logos or messages should be applied to any company vehicleswithout the advice and approval of Marketing.

Great people, great products, great prices! SM

Great people, great products, great prices! SM

Great people,great products,great prices! SM

CARQUEST® Brand Dress Standards Program

Every teammate is an important representative of the CARQUEST brand. Personal interactions with our customers and our communities provide powerful opportunities to communicate that as teammates we speak with one voice, and that we can be trusted to deliver on our promises – every time.

First impressions are very important and have a lasting effect on what people believe. The way we present ourselves, our stores and our products plays a significant role in establishing our identity. The CARQUEST Brand Dress Standards Program is designed to ensure that every encounter a customer has with our teammates reinforces the promise that we will consistently deliver ex-cellence in everything we do. It also communicates that the company speaks with one reliable, strong voice and holds the same values across our entire organization.

The basic CARQUEST Brand Dress Standard is a blue shirt and dark pants. This combination ensures that teammates are always seen as knowledgeable professionals who are leaders in our industry. The CARQUEST Brand Dress Standards Program promotes workplace safety and upholds company integrity while maintaining respect for the individual teammate. Please read, understand and comply with these guidelines.

Store and Delivery Teammates

Color CARQUEST® Auto Parts logo.

APPROVED APPAREL:• Navy polo shirt• Navy mock turtleneck• Navy sweatshirt• Dark pants or shorts (no shorter than 2” above knee)• Dark blue 3-in-1 jacket and/or fleece zip-out jacket• Yellow rain slicker• Navy baseball cap• Navy knit hat• Navy sweater vest• Name tag

Distribution Center and Store Managers,Associate Managers, Supervisors and Sales Teammates

Color CARQUEST® Auto Parts or CARQUEST® Tools & Equipment logo.

APPROVED APPAREL:• Blue oxford button-down shirt• Dark pants• Navy mock turtleneck

Distribution Center Teammates

Color CARQUEST® Auto Parts logo.

APPROVED APPAREL:• Navy polo shirt• Navy t-shirt• Navy mock turtleneck• Navy sweatshirt• Dark Pants, jeans or shorts (no shorter than 2” above knee)• Dark blue 3-in-1 jacket and/or fleece zip-out jacket• Yellow rain slicker• Navy baseball cap• Navy knit hat

Product Packaging

Instructions and guidelines for packaging templates are available on CARQUEST Link under the Brand and Logo Guidelineslink or CARQUEST.com - http://www.carquest.com/aboutCorpLogosPackaging.htmlThe templates must be followed as closely as possible when new packaging or package labels are developed andbefore any existing material is reprinted. Contact Marketing with any questions.

Product Catalog Covers

Instructions and guidelines for the template are available on CARQUEST Link under the Brand and Logo Guidelines link or CARQUEST.com - http://www.carquest.com/aboutCorpLogoCatalogs.htmlThe template must be followed as closely as possible when new catalog covers are developed and before any existing catalogcovers are reprinted. Contact Marketing with any questions.

Issued / Publie / Emitido: 00/00/07Catalog # / No de catalogue / catálogo #: XXXXXSupersedes / Remplace / Reemplaza: XXXXXMfg. Code / Code de ligne / Código Fab.: XXXXX

Product Category English / French / Spanish

Specific Catalog Application EnglishSpecific Catalog Application FrenchSpecific Catalog Application Spanish

2011MFGCODEHERE2011

CARQUEST® CorporationRaleigh, North Carolina 27604CARQUEST.com

CARQUEST®

Catalog Name Here in English / French / Spanish

LABEL HERE LABEL HERE LABEL HERE

BX-CQN07

Premium Water PumpsPompes à eau de qualité supérieureBombas de agua premium

New Water Pump

Pompe à eau neuve

Bomba de agua nueva

Premium Water Pumps Pompes à eau de qualité supérieure Bombas de agua premium

New Water Pump

Pompe à eau neuve

Bomba de agua nueva

Premium Water Pumps Pompes à eau de qualité supérieure Bombas de agua premium

Premium Water PumpsPompes à eau de qualité supérieureBombas de agua premium

New Water Pump

Pompe à eau neuve

Bomba de agua nueva

eau de qualité supérieuree eau de qualité supérieure

agua premium

CARQUEST New Water Pumps feature new premium components with no substitutions!• Meets or exceeds OE specifications• 100% factory tested• Includes hardware and instructions for installation

Les nouvelles pompes à eau CARQUEST sont dotées de nouveaux composants de qualité supérieure, sans aucune substitution!• Elles respectent ou surpassent les spécifications de l’équipement d’origine• Elles sont testées à 100% en usine• Toute la quincaillerie et les instructions d’installation sont comprises

Nuevas Bombas de Agua CARQUEST con nuevos componentes Premium, sin sustituciones!• Cumple o exceden las especificaciones de Equipo Original• 100% probada en fábrica• Incluye partes para montaje e instrucciones de instalación

CARQUEST Color Palette

The strategic intent of the color palette is to bring consistency and brand recognition to all our communications materials.

These colors will support the appearance of the logo and communicate a sense of vibrancy and accessibility. By defining thespecifics of our color palette, our branded communications will have greater consistency, integration and distinctiveness.

The darkest secondary colors can be used as accent colors or as font colors. The lightest colors should be used for backgroundcolors. If you have questions about the use of colors, contact Marketing for help or advice.

These are the approved colors for the CARQUEST brand:

Primary Color Palette

CARQUEST REDPANTONE 186CMYK: 0/100/81/4RBG: 215/35/47HTML: d7232f

PANTONE 295CMYK: 100/65/0/55RBG: 0/47/95HTML: 002f5f

PANTONE 432CMYK: 50/35/15/70RBG: 55/66/74HTML: 37424a

PANTONE 504CMYK: 30/82/44/73RBG: 89/44/53HTML: 592c35

PANTONE 3435CMYK: 95/19/70/72RBG: 2/71/49HTML: 024731

PANTONE 646CMYK: 73/30/4/10RBG: 84/130/171HTML: 5482ab

PANTONE 430CMYK: 33/18/13/37RBG: 129/138/143HTML: 818a8f

PANTONE 465CMYK: 7/27/55/22RBG: 179/153/93HTML: b3995d


PANTONE 643CMYK: 21/4/0/4RBG: 195/211/233HTML: c3d3df

PANTONE 427CMYK: 7/4/4/10RBG: 209/212/211HTML: d1d4d3

PANTONE 7500CMYK: 0/5/23/4RBG: 225/216/183HTML: e1d8b7

PANTONE 5595CMYK: 14/0/10/4RBG: 203/217/209HTML: cbd9d1

CARQUEST BLUEPANTONE 286CMYK: 100/64/0/6RBG: 6/78/148HTML: 064e94

CARQUEST GOLDPANTONE 871 (metallic)CMYK: 20/30/70/15RBG: 182/158/86HTML: b69e56

Secondary Color Palette

Packaging Color PaletteCARQUEST Red (Pantone 186)CARQUEST Blue (Pantone 286)CARQUEST Gold (Pantone 871)























































Exterior Signage

Approved Permanent Signage:

• 6’ x 8’ or 8’ x 10.5’ Double-face python signs• 5’ x 7’ or 6’ x 8’ Double-face monument signs• 5’ x 7’ or 6’ x 8’ Monument elevation• 2’ x 1’, 3’ x 2’, 4’ x 3’, 4’ x 5’ or 6’ x 5’

Letter & logo elevation signs• 2’, 3’, 4’, 5’ and 6’ Logo elevation signs

Exterior Signage Ordering Instructions

1. Log on to CARQUEST® Link.

2. Click on the Marketing tab.

3. Click on Store Signage in the Navigation menu.

4. Click on GPI Store Signage Purchase Requisition and print the form.

5. Fill out the Order Form and FAX it to the number provided on the form for our approved sign supplier (Allen Industries).

6. Our approved sign supplier (Allen Industries) will perform a store site survey and return a full sign package that will include a store rendering, quote, and warranty information.

7. Store management will forward a copy of the sign package along with the Order Form and a completed Capital Authorization Request (CAR) form to the Shared Services Department attention: Ed Shields, to the General Parts, Inc./CARQUEST Headquarters by FAX (919) 301-4012 or by e-mail to [email protected] for appropriation.

8. Shared Services Department approves or rejects the project and notifies all involved.

9. Shared Services Department will e-mail approval to Corporate Accounting for issuance of required purchase order number.

10. Ed Shields issues PO Number for the approved project to the sign supplier (Allen Industries), and store management.

11. Sign supplier (Allen Industries) places sign project into fabrication and notifies all involved of the projected installation date.

12. Sign supplier (Allen Industries) will work with the CARQUEST store management team to install and execute final sign project.

13. Store management team must sign off on the project at time of installation.

14. Sign supplier (Allen Industries) sends sign installation completion report to all involved.

15. Ed Shields sends corporate accounting the project sign off and approval for payment of the completed sign project.

16. Corporate accounting issues payment to sign supplier (Allen Industries) and bills the project accordingly.

Documents

Brand Identity & Logo Guidelines - Carquest · 2020-05-21 · The e-mail signature for doing business as designation for CARQUEST® must be created in size 10 pt. Arial font and cannot