Corporate and division logotypes
Reproductions of the logos must be sharp and free from distortion. All reproductions
should be made only from the original artwork, from authorized copies (such as the
reproduction proofs or electronic files provided by the company). Never use or copy
logos from other printed materials.
The minimum size for the logo on forms and printed material is 7/16", as measured
from the top to the bottom of the corporate mark. Smaller sizes should be avoided
because legibility will be severely diminished. The proportions of the logo should
be maintained if the logo is resized.
The logo typeface is called FRUTIGER. Our distinctive logotype has been designed
for legibility from all viewing distances and angles. The type treatment is very
specific to the logo design and cannot be duplicated by any standard typesetting.
These letterforms should never be used for other words or statements, nor should
the logo be used within text. Word breaks in the logos should never be altered,
nor should the spacing between letters (kerning) ever be adjusted.
Wherever practical and appropriate, the mark should appear in Cameron Red (PMS 200).
The company or division name may also be printed in black (in two-color printing,
for example). When these color combinations are not available, logos (the mark and
the company or division name) should be printed in black only or white (reverse)
only. For most business forms, especially carbonless forms and forms used for internal
distribution, logos should print in black only.
To present the logo as clearly as possible, the background on which it is displayed
must be controlled to ensure proper contrast. The logo should stand alone and never
be used as part of text or in combination with text, other logos or any other graphic
In a positive application, the background should be white or a very light neutral
color. If the background is dark, the logo should be reversed.
Incorrect logo treatment
Company logos may not be altered. Their configuration or appearance cannot change.
Examples of incorrect logo treatment are as follows. Never reproduce a photograph
within the logo.