GLOBAL BRAND STANDARDS - The Crosby Group · 2018-11-01 · < 7 > CROSBY BRAND ARCHITECTURE The Corporate Legal Entity, The Crosby Group LLC, is the over arching company that

GLOBAL BRANDSTANDARDS

1 >9992410-012215

< 2 >Introduction Identity Standards Graphic Standards Application Standards Public Relations

Introduction

Identity Standards 4. What we do 5. Distributor Value Proposition 6. End User Value Proposition Graphic Standards 7. Brand Architecture 9. Logo usage and color 58. Typography

Application Standards 60. Brand Application 61. Advertisements 62. Sell Sheets and Brochures 63. Catalogs 64. Video 65. Digital and Website 66. Merchandise

Public Relations 67. Merchandise

Table of Contents Introduction

TABLE OF CONTENTS


Table of Contents Introduction

INTRODUCTIONOur company is represented to the public through

the way the logo is displayed in marketing and public

material, making the standardization of its usage an

important part of the value of the company. The correct

usage of our logos and brands projects leadership,

stability, innovation and strength. Many of these attributes

are at the core of our organization.

These identity standards provide general rules for

the proper application and representation of the

various Crosby brands to help execute marketing

strategies more effectively. A consistent application

of the brand standards is critical in order to protect our

brand and build recognition for our organization and its

products.

Use these standards as you conduct your daily business

and help Crosby project a consistent image of our

company.

Contact: Crosby Marketing Communications at [email protected]

< 4 >

Table of Contents Introduction What We Do Distributor Value End User Value

Introduction Identity Standards Graphic Standards Application Standards Public Relations

WHAT WE DOWe are the lifting and rigging specialist.

Our mission is to create a strong value proposition by

manufacturing lifting, rigging and securement offerings

for a variety of industries.

We create value by providing world class training,

innovative solutions, and uncompromising quality for

customers.

We realize our mission by operational excellence, driving

industry stewardship, and always maintaining a focus on

quality.

< 5 >



CROSBY TARGET

• Established value added fabricators that sell

lifting and material handling equipment.

• Companies that help to build and promote the

Crosby brand.

CROSBY OFFERING

Crosby offers exceptional products with the broadest

offerings available on the market, plus application

engineering when required, training and superb

customer support:

• Technical expertise

• Expert customer service representatives

• Delivery commitments

• Training programs

• Value added services

• Product innovations

CROSBY BENEFIT

Crosby is the supplier that can grow your lifting and

material handling equipment business and take care

of your customers.

REASONS TO BELIEVE IN CROSBY

• Global company focused on lifting and material

handling equipment

• Decades of experience and expertise in caring

for customers and developing innovative

solutions

• Trained experts with training support globally

• Designer and manufacturer of lifting and material

handling equipment of the highest quality

standards to the strictest codes in existence.

• A family of brands offering the broadest range

of lifting and material handling equipment

including equipment manufactured for specific

industries and designed for individual customer

requirements

CROSBY VALUE PROPOSITION

Crosby designs, manufactures and delivers globally

lifting and material handling equipment to support

your business and its growth. Plus a wide array of

value added services including delivery programs,

training, new products and a focused sales force

dedicated to lifting and material handling equipment.

CROSBY DISTRIBUTOR VALUE PROPOSITIONCrosby has an exceptional reputation in the lifting

and material handling industries with well informed

end users. It’s critically important to keep this value

proposition in mind when communicating with our

distributors.

< 6 >



CROSBY TARGET

Buyers of lifting and material handling equipment

that understand the quality and price relationship

to value.

CROSBY OFFERING

Crosby is the lifting and material handling equipment

leader offering innovative products for routine lifting

and material handling scenarios as well as customer

specific engineered products to meet specific

requirements.

CROSBY BENEFIT

Crosby offers unequaled experience with

exceptional quality validating the customers

requirement for the best value possibility.

CROSBY REASONS TO BELIEVE

• Global company focused on lifting and material

handling equipment

• Decades of experience and expertise in caring

for customers and developing innovative lifting

and material handling equipment solutions

• Trained experts with training support globally.

• World leading manufactures of lifting and rigging

material handling equipment of the highest

quality standards to meet the strictest codes in

existence.

• A family of brands offering the broadest range

of lifting and material handling equipment

including equipment manufactured for specific

industries and designed for individual customers

requirements

CROSBY VALUE PROPOSITION

For buyers of lifting and material handling equipment

Crosby offers the most complete product offering

including sizes, working requirements and

applications. Crosby’s reputation is untarnished

for quality and safety with over a century of

experience. Crosby is the industry leader in product

development as well as education and support.

Additional value added services include project

consultation and a wide array of customer specific

engineered products.

CROSBY END USER VALUE PROPOSITIONCrosby is the leader in lifting and material handling

equipment. We take our leadership seriously by

driving the industry with new product innovations and

applications. Our products represent the best of the

industry in quality, dependability and workmanship.

Crosby employees serve globally on industry regulatory

boards helping to shape the safety standards of the

industry.

< 7 >

CROSBY BRAND ARCHITECTUREThe Corporate Legal Entity, The Crosby Group LLC, is

the over arching company that owns the various global

companies, brands and products. The formal company

name is referred to as The Crosby Group for internal

and non-legal external documents. The Parent Brand

is used for marketing products and services to different

global regions. Product Group Brands represent unique

products within the total Crosby product mix. Many

products within the Crosby family offer uniquely branded

products that reference the specialized applications they

are used for the lifting and rigging industry.

Note on Company Name

All internal and external references to the company name

should be Crosby. We should no longer refer to ourselves

as “The Crosby Group” in literature.

The use of “The Crosby Group LLC” is reserved for legal

documents only.


Brand Architecture Logo Logo Usage Color Typography

Product Group Brands

Company Organizational Hierarchy

The Crosby Group LLCLegal Entity

Formal Company Name

Parent Brands

National®



CROSBY BRAND ARCHITECTURE continued

®

Value Added Brands

Company Organizational Hierarchy

the Crosby Group LLCLegal Entity

Formal Company Name

Parent Brands

ColdTUFF®



Logo files are available for download from the

Crosby website or by using this download button

if internet service is available.

Red PMS - Pantone 186C

CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126

Black Black - K=100%

CROSBY LOGO COLOR USAGE

Red

Black

Area of Dominate Influence = width of “C”

http://www.thecrosbygroup.com/Global_Brand_Standards/Crosby.zip



CROSBY LOGO USAGECorrect color usage of the logo is essential to the

protection of the Brand and Added Value logos. Care

should be given that logos are used properly with the

correct color combinations as shown here.

4 Color Process2 Color PMS

Gray Scale

Black

Black Outline

Reversed to White



Encroaching type too close to logo

May be used with review from Marketing

Do Not Use:Altered Color

Do Not Use:Without Clear Space

Do Not Use:Logo on angle

Do Not Use:Legibility


Do Not Use:Sideways


Do Not Use:Altered Font

Do Not Use:Reproportioned

Crosby®

CROSBY LOGO USAGE continued






Orange PMS - Pantone 158C

CMYK - C=0 M=70 Y=100 K=0

RGB - R=243 G=113 B=33

HEX# - FF4D00

Blue PMS - Pantone 7686C

CMYK - C=100 M=70 Y=0 K=20

RGB - R=0 G=74 B=143

HEX# - 004B90

Orange

Blue

Area of Dominate Influence = width of “M”

MCKISSICK LOGO COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/McKissick.zip



CROSBY MCKISSICK LOGO USAGECorrect color usage of the logo is essential to the protection

of the Brand and Added Value logos. Care should be

given that logos are used properly with the correct color

combinations as shown here.


Gray Scale

Black Outline







CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Black

Red

Area of Dominate Influence = width of “Your”

TOTAL BLOCK COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/Total_Block.zip



TOTAL BLOCK LOGO USAGECorrect color usage of the logo is essential to the protection



combinations as shown here.4 Color Process2 Color PMS

Black







CMYK - C=0 M=70 Y=100 K=0

RGB - R=243 G=113 B=33

HEX# - FF4D00


CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CMYK - C=100 M=70 Y=0 K=20

RGB - R=0 G=74 B=143

HEX# - 004B90


McKISSICK (SCOTTY McBLOCK) SPECIALTY ALTERNATE LOGO COLOR USAGEThis alternate logo use in special cases for the McKissick Block

product line. Contact Marketing for permission and instructions on

proper usage of the mark.

Orange

Blue

Black

Red

Area of Dominate Influence =

width of 5/16"

http://www.thecrosbygroup.com/Global_Brand_Standards/Scotty.zip



McKISSICK (SCOTTY McBLOCK) SPECIALTY ALTERNATE LOGO USAGECorrect color usage of the logo is essential to the protection





Gray Scale






Red

Area of Dominate Influence = width of “L”

CROSBY LEBUS LOGO COLOR USAGE


CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126

http://www.thecrosbygroup.com/Global_Brand_Standards/Lebus.zip



CROSBY LEBUS LOGO USAGECorrect color usage of the logo is essential to the





Black







CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126

Red

Area of Dominate Influence = width of “N”

CROSBY NATIONAL LOGO COLOR USAGE

National®

National®

http://www.thecrosbygroup.com/Global_Brand_Standards/National.zip



National®

National®

National®

National®

CROSBY NATIONAL LOGO USAGECorrect color usage of the logo is essential to the





Gray Scale

Black

Reversed to White



Red

Outline Black

Black Bevel



CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CROSBY CLAMP-CO LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/clamp_co.zip



CROSBY CLAMP-CO LOGO USAGECorrect color usage of the logo is essential to the protection




Gray Scale

Black

4 Color Bevel




Red

Black






CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CMYK - C=0 M=60 Y=100 K=0

RGB - R=250 G=141 B=41

HEX# - FF6600

Orange


CMYK - C=100 M=90 Y=0 K=10

RGB - R=0 G=47 B=135

HEX# - 003798

Blue


CROSBY iP LOGO COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/CrosbyIP.zip



CROSBY iP LOGO USAGECorrect color usage of the logo is essential to the





Gray Scale

Black

Reversed White



Red

Black






CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CROSBY KUPLEX LOGO COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/Kuplex.zip



CROSBY KUPLEX LOGO USAGECorrect color usage of the logo is essential to the





Black

Gray Scale



Red

Blue

Black






CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126



CMYK - C=100 M=70 Y=0 K=20

RGB - R=0 G=75 B=144

HEX# - 004B90

CROSBY TRAWLEX LOGO COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/Trawlex.zip



CROSBY TRAWLEX LOGO USAGECorrect color usage of the logo is essential to the





Gray Scale

Black



Blue

Area of Dominate Influence = width of “A”





CMYK - C=100 M=90 Y=31 K=35

RGB - R=24 G=41 B=87

HEX# - 182957

Gray PMS - Cool Gray 7 C

CMYK - C=43 M=35 Y=34 K=1

RGB - R=152 G=152 B=154

HEX# - 98A29A

Gray

CROSBY VITALIFE LOGO COLOR USAGE Vitalife® is the property of American Oil

http://www.thecrosbygroup.com/Global_Brand_Standards/Vitalife.zip



CROSBY VITALIFE LOGO USAGECorrect color usage of the logo is essential to the





Gray Scale

Black




CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Red

Black®

®

Area of Dominate Influence = width of “F”

FATIGUE RATED VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/Fatigue_Rated.zip



®

®

®

®

CROSBY FATIGUE RATED VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection of the

Brand and Added Value logos. Care should be given that logos are

used properly with the correct color combinations as shown here.


Gray Scale

Black Outline

Black




CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Red

Black

Area of Dominate Influence = width of “M”

CROSBY MAXTOUGH VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/Maxtough.zip



CROSBY MAXTOUGH VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection of

the Brand and Added Value logos. Care should be given that

logos are used properly with the correct color combinations

as shown here.

Gray Scale

Black





CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CROSBY VERIFICATIONS PRO VALUE ADDED LOGO COLOR USAGE




Red

Black


http://www.thecrosbygroup.com/Global_Brand_Standards/VertificationPro.zip



CROSBY VERIFICATIONS PRO VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the



correct color combinations as shown here.Gray Scale

Black





CMYK - C=0 M=60 Y=100 K=0

RGB - R=245 G=130 B=32

HEX# - 98A29A


Orange

Black

Area of Dominate Influence = width of “L”

CROSBY LOAD RATED VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/Load_Rated.zip



CROSBY LOAD RATED VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection of


logos are used properly with the correct color combinations as

shown here.

4 Color Process 2 Color PMS

Gray Scale

Black

Reverse Type




CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Red

Black

Area of Dominate

Influence = width of “Q”

CROSBY QUIC-CHECK VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/Quick_Check.zip



CROSBY QUIC-CHECK VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection of the



Black

Reversed Type





CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Red

Black

Area of Dominate Influence = width of “Q”

CROSBY QUENCHED & TEMPERED VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/Quenched_Tempered.zip



Gray Scale

Black


CROSBY QUENCHED & TEMPERED VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the







CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Red

Black

Area of Dominate

Influence = width of “T”

CROSBY TYPE APPROVED VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/Type_Approved.zip



Gray Scale

Black


CROSBY TYPE APPROVED VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the










CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Black Black - K=15%

Yellow PMS - Pantone 122C

CMYK - C=2 M=20 Y=93 K=0

RGB - R=250 G=201 B=42

HEX# - FAC92A

Red

Yellow

Black

Gray

Area of Dominate Influence =

width of “Center Circle”

CROSBY RFID VALUE ADDED LOGO COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/RFID_Equipped.zip




Gray Scale

CROSBY RFID VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection of


logos are used properly with the correct color combinations as

shown here.




CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


Red

Black

Area of Dominate Influence = width of “S”

CROSBY SLING SAVER VALUE ADDED LOGO COLOR USAGE




http://www.thecrosbygroup.com/Global_Brand_Standards/SlingSaver.zip



Gray Scale

Black

Reverse Type


CROSBY SLING SAVER VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection of the






CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CROSBY EASY-LOC VALUE ADDED LOGO COLOR USAGE




Red

Black


http://www.thecrosbygroup.com/Global_Brand_Standards/Easy_LOC.zip



CROSBY EASY-LOC VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the




Gray Scale

Black





CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126


CROSBY CERTPRO VALUE ADDED LOGO COLOR USAGE




Red

Black


http://www.thecrosbygroup.com/Global_Brand_Standards/CertPro.zip



CROSBY CERTPRO VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the




Gray Scale

Black




Red

Gold

Black






CMYK - C=0 M=100 Y=82 K=9

RGB - R=217 G=23 B=51

HEX# - CE1126

Gray Black - K=20%

GrayGold PMS - Pantone 4505C

CMYK - C=35 M=42 Y=82 K=9

RGB - R=162 G=134 B=73

HEX# - D91733


CROSBY 8/10 VALUE ADDED LOGO COLOR USAGE

http://www.thecrosbygroup.com/Global_Brand_Standards/Crosby8-10.zip



Gray Scale

Black


4 Color Process

TM

CROSBY 8/10 VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection




Introduction Identity Standards Graphic Standards Application Standards < 56 >

RIG SAFE. RIG SMART. RIG CROSBY Correct color usage of the logo is essential to the protection




Gray Scale

Black & White

Black & White

Use Helvetica LT Std Bold font face when typing out the branded name within articles or advertising copy.

Black

4 Color Process


Introduction Identity Standards Graphic Standards Application Standards < 57 >

MAGNEX LOGO VALUE ADDED LOGO USAGECorrect color usage of the logo is essential to the protection




Brand Architecture Logo Logo Usage Color Typography Copyright Line Voice Mail

4 Color Process

Gray Scale

Black & White

Helvetica LT Std

Helvetica LT Std

Helvetica LT Std

Helvetica LT Std



TYPOGRAPHYConsistent use of approved typefaces is key to building

brand awareness and aids in the recognition of the

brand. The OpenFace Helvetica LT Std family is used for

all non-headline text. The light, regular, bold and black

typefaces are approved font weights. Helvetica provides

a bold, easy-to-read font that creates clear, concise

subheads, cutlines and body copy.

HEADLINE TYPEFACES:

Headline typefaces should be selected to complement

the content of the printed material. These fonts are not

limited to a particular font or family, however good design

practices should be observed when using unusual fonts.

Reverse Type:

Use of large areas of reversed copy should be avoided

because of legibility concerns no font size less then 8 pt

type should used.

Helvetica LT Std Light

Helvetica LT Std Regular

Helvetica LT Std Bold

Helvetica LT Std Black

Arial Regular

Arial Regular

Arial Regular

Arial Regular

Arial Regular



TYPOGRAPHYConsistent use of approved typefaces is key to building

brand awareness and aids in the recognition of the

brand. The OpenFace Arial family is used for all

non-headline text. The light, regular, bold and black

typefaces are approved font weights. Arial provides

a bold, easy-to-read font that creates clear, concise

subheads, cutlines and body copy.

HEADLINE TYPEFACES:

Headline typefaces should be selected to complement

the content of the printed material. These fonts are not

limited to a particular font or family, however good design

practices should be observed when using unusual fonts.

Reverse Type:

Use of large areas of reversed copy should be avoided

because of legibility concerns no font size less then 8 pt

type should used.

Arial Regular

Arial Regular Italic

Arial Bold

Arial Bold Italic

Arial Black


CROSBY BRAND APPLICATIONThe Crosby brand identity should be reflected in

all elements or forms of communication. Each

communication piece serves a specific purpose in

establishing and expanding brand presence around

the world. In order to protect the integrity of the Crosby

brand, it is crucial that its essence be reflected through

proper use in all elements and forms of communication.

Standardization for the use of the Crosby logo will be

applied to all communications as stock piles of existing

forms are depleted and require reprinting. Where

electronic documents are used, templates will be

developed to incorporate the branding standards.

Brand Application Advertisements Sell Sheets and Brochures Catalogs Video Digital and Website Merchandise


CROSBY ADVERTISEMENTSAdvertisements showcase the Crosby brand, creating

corporate brand awareness. The look and feel of the

advertisement is controlled by the marketing department

and will be supplied to various publications and media

as required.

All requests for local advertisements or other material

should be directed to the marketing department.



CROSBY SELL SHEETS AND BROCHURESCrosby product spec sheets, flyers and brochures have

been designed to maintain a consistent, cohesive and

professional brand look and feel. They deliver important

product details about Crosby products and services to

our customers. These materials will be provided from

the marketing department to maintain adherence to

Crosby brand guidelines to best extend the reach of

our brand identity.


MADE EASYShackle Bolt Securement

The Patent Pending Easy-Loc V2™ shackle bolt securement system will change the way you make your next critical lift. It’s shackle bolt securement made as easy as 1,2,3.

• No cotter pins or tools required, reducing install/release time up to 90%

• Meets all industry standards

• Up to 60% lighter than conventional nut and cotter pin design

Scan the QR code for more information on the

new Easy-Loc V2™

Contact your local authorized Crosby distributor or visit Crosby at www.thecrosbygroup.com

Made in the U.S.A.

1

2

3No cotter pin or tools required

Both shackle and pin are RFID equippedWide opening ergonomic

grip provides easy access for all hand sizes

316 stainless steel design resists corrosion

The new Easy-Loc V2TM can be retrofitted on all original Crosby Easy-Loc® Shackles

Push collar onto bolt

Close collar

Open collar

MORE ACCESSMORE INFORMATION

The NEW Product Selector divides products into specific categories.

Our new website contains more product information, training videos and technical data plus safety information and product application insight that ever before. It will be your first resource for all that Crosby has to offer. With access available on all devises now you can get the Crosby information where you need it, when you need it, on your phone, tablet or computer 24/7. Our website information will be constantly updated with new information and resources as they become available.

Look for these new features:

• Product Selector on Every Page. Makes it easier to find the products information you need by category. Our brands have been broken into more specific categories to make it easier for you to find a particular product.

• NEW Industries Served Selector. Now easily find any product by industry or application.

• Expanded Search Function. Search the entire website for product info, training videos, and thousands of other items.

• Better Access to All Resources and Tools. Resources and tools are now available at the catalog page level and remain in the main navigation to allow easy access from anywhere in the website.

• Easier Access to CAD Drawings. Including 2D and 3D informational data.

We have made vast improvements to the Crosby website with our customer and distributors help. We know you will find the new thecrosbygroup.com will make it easier to find the Crosby information you need.

Find all Crosby brands in one place

Universal access from phone, tablet and you computer

The new Crosby website has more of everything you need.

Log on June 30 and see what we are talking about!

Resource Tools on every page

Career Center broader access to career opportunities at Crosby

Easier access to product CAD drawings

More Robust Search Function

The NEW Industry Specific Selectors products by industry or application

www.thecrosbygroup.com



Catalogs can not be reprinted or altered without permission.

Distributor may brand here

www.thecrosbygroup.com9999100 R0216 70M

2016 GEN

ERA

L CATA

LOG

www.thecrosbygroup.com

CROSBY® McKISSICK® LEBUS® NATIONAL® CROSBYIP® CROSBY CLAMP-CO®

With Product Warning & Application Information

FOR 100 YEARS PLUS, CROSBY HAS BEEN THE MARKET LEADER FOR

INNOVATION, SELECTION, QUALITY AND VALUE.

®

Scan this QR Code with your smart device to

visit our web catalog.

CROSBY PRODUCTS DISTRIBUTED BY:

CROSBY CATALOGSCrosby product catalogs are designed to showcase our

products and services. These materials will be provided

from the marketing department to maintain adherence

to our brand guidelines to best extend the reach of our

brand identity.

DVD / Online catalog


CROSBY VIDEOVideos are important tools to increase brand awareness

while introducing and educating customers. Videos are

shown at tradeshows and are available online at www.

thecrosbygroup.com or on our YouTube Channel. These

materials will be provided from the marketing department

to maintain adherence to our brand guidelines to best

extend the reach of our brand identity.



CROSBY DIGITAL AND WEBSITEDigital media, such as the Crosby website, our email

programs and our social media efforts serve a variety

of purposes for our customers and corporate and sales

representatives. Each extends our brand to audiences

potentially wider than traditional print pieces and can

have a high impact in increasing brand awareness.

Website, Email and Social Media Because digital media

reaches audiences worldwide, our website, email and

social media efforts represent ideal opportunities to

increase our brand presence.

Digital media and Social Media interactions are provided

from the marketing department to maintain adherence

to our brand guidelines to best extend the reach of our

brand identity.

A discussion of the proper way to support the brand via

social media will be forthcoming in an addendum to this

document under “Global Social Media Guidelines”.

Content is always needed for the efforts and

contributions are always welcome. Forward information

you feel is newsworthy to the marketing department for

inclusion in our digital marketing efforts.



CROSBY BRANDED MERCHANDISEBranded apparel and merchandise has been created to

enhance brand recognition. These items are available at

crosbygear.com

• T-shirts

• Sweatshirts

• Jackets

• Coffee mugs

• Glassware

• Thermal can / bottle “sleeves”

• Golf balls

• Paperweights

• Umbrellas

• Buttons

• Ties

• Baseball caps

• Golf or sun visors

• Watches

• Clocks

• Pens, pencils

Some merchandise may be out of stock or not available.

Submit requests for customer giveaways to the

marketing department for approval.

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< 67 Introduction Identity Standards Graphic Standards Application Standards Public Relations

Public Relations

CROSBY PUBLIC RELATIONSAny media inquiries (newspaper, television, radio,

trade publications, requests for official statements,

contributed articles, etc.) should be directed to the

marketing department. Media training is required before

speaking to the press. All Social Media Marketing (SMM)

communications requires training before using official

Crosby outlets to engage with customers or media.

It is also important to create and utilize a network of

resources to address comments from customers in a

timely fashion in order to establish credibility and to

enhance brand awareness and loyalty. Any issues that

arise should be addressed immediately — problems

can be great opportunities to build stronger customer

relationships. Any legal questions, or questions related

to any accident or lawsuit, must be redirected to the

appropriate department head.

Documents

GLOBAL BRAND STANDARDS - The Crosby Group · 2018-11-01 · < 7 > CROSBY BRAND ARCHITECTURE The Corporate Legal Entity, The Crosby Group LLC, is the over arching company that