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.
Logo sizing 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.
Logo typeface 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.
Logo colors 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.
Background control 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 elements. 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.