INTERNATIONAL TRUCK Brand Guidelines.pdf

7/30/2019 INTERNATIONAL TRUCK Brand Guidelines.pdf

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BRAND STRATEGY

BRAND PROMISE

At International, we believe in constantly challenging the status quo. And constantly improving our trucks and services. Why?

Because we know that you always are looking to make your business better and you count on us to provide you with new ways to do that.

BRAND ESSENCE

BRAND TONALITIES

BRAND SUPERIORITIES

STRATEGIC PILLARS

ALWAYS

BELIEVINGTHERE ISA BETTER WAY

CHALLENGING CONVENTION

ON BEHALF OF OUR CUSTOMERS

CONFIDENT

EXPERIENCE AND INGENUITY

ASPIRATIONAL

UNRIVALED PRODUCTS:

INTEGRATED TRUCKS AND ENGINES

INDELIBLE RELATIONSHIPS:

BEST-IN-CLASS AFTER SALES SUPPORT

PURPOSEFUL INNOVATION:

ADVANCED TECHNOLOGIES


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All Type Fonts that

appear on plane/light

backgrounds:

100%

PMS Warm Gray 8C

C:16 M:23 Y:23 K:44

R: 138 G:129 B:120

Areas of collateral or

signage not covered with

photography are to be

covered with:

5%

PMS Warm Gray 8C

C:2 M:3 Y:4 K:5

Retail and global use

of Orange should be

approved by your

corporate marketing

representative.

PMS 1655 (NEW)

C:0 M:82 Y:100 K:0

R: 223 G:83 B:18

To align with the new Brand Campaign, described

in subsequent pages, there is less emphasis on the

use of orange within communications.

We understand that in some retail and global market

applications, orange still has strong equity, so new

standards are in development to help guide those

decisions.


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PRIMARY FONT FAMILY

The following new font styles should be

used immediately in all communications.

Please note: Knockout is longer an approved

International font.

Fonts can be purchased at

www.typography.com

Knockout is no longer the approved type font

for International brand communications.


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INTERNATIONAL

LOGO STANDARDS

X

X

X

X

X

7/8"


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INTERNATIONAL

LOGO OPTIONS


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INTERNATIONAL

LOGO OPTIONS


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INTERNATIONAL

LOGO OPTIONS


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4 The style of the ONE campaign can be

summed up in two words: clean & simple.

4 ompositionally, each shot should be

esigne in camera, so t at t e area to t e

left, to the right, or above the truck provides

plenty of space for headlines and copy. This

approach should be consistent whether the

image is to e use in a vertising, co atera

or we .

4 The focus should always be on the truck. And

the backgrounds should be fairly minimal.


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4 Whenever a truck is shown in front ofa structure, the architecture should be

contemporary. In general, architecture

should be set a good distance behind the

truck to allow for a large sky and generous

foreground space.

4 Large, wide-open skies are another

recurring element in this campaign. Dark

vignettes can be added to the sky to

accommo ate reverse text.

4 Trucks may be shown at rest or in motion.

owever, they should always look like theyare coming or goingin other words, on the

roa an in service.

4 er aps most important y, eac truc

should feel as though it is ONE with its

environment. To help achieve this, the colors

are desaturated to give each scene a grittier,

more workmanlike atmosphere.


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Do not use chrome

effect images from the old

reflections campaign

No bolts over images

No image distortion

Avoid overly saturated images

Minimize clutter/buildings/trees in background

No overhead perspectives

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International introduces ProStar +. We took the

ProStar,

our best-in-class long haul truck, andmade it more productive than ever.

Thanks to lighter components and no added

fter-treatment equipment, ProStar+ weighs up

o 700 lbs. less than ProStar. Add a MaxxForce

Big Bore engine, and you can save up to 600 lbs.

more vs. competitive 15-liter engines. That means

up to 1,300 lbs. more payload.

ProStar+ also comes with a standard bumper seal,

ptional full-length chassis skirts on sleeper cabs

nd a new roof fairing on day cabs. Because less

wind resistance means increased fuel economy.

Then theres MaxxForce Advanced EGR, the only

no-hassle solution for 2010 emissions, which lets

ou focus on getting there and back.

A more productive truck helps keep your business

perating at its best. Thats what results when all

f usfleet managers, owner/operators, drivers

work together as ONE.

FINDS A W T

SQUEEZE M OR OD T Y

OUT F TR K

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5=B6/;0==9

OPQRSTUVWXYZ[\]^_àbcdefgh/0123456789:;?@ABCDEFGH

Helvetica Neue (TT) Regularabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue (TT) Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Webdings (#4 Key)

4 444

Arial Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJ KLMNOPQRSTUVWXYZ

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ONE type font:

The word ONE is always set in Gotham Book.

ONE drop shadow

Drop shadow effect is noted below for when ONE

is on a white background and created in InDesign.

ONE Letter spacing

Letterspacing is determined by the width of

lower-case s fitting between the N and E.

The space between the O and N is then

determined to visually match.

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Introducing the International DuraStar , powered

by the all-new MaxxForce 7. Because you need

a truck you dont have to worry about. ne that

ets the job done and is always ready for the next

ne.

Now with up 300 hp, the new MaxxForce 7 gives

you all the capability you need in a V8. Not to

mention up to 3% better fuel economy.

No nee to other a out 2 1 emissions either.

DuraStar comes with MaxxForce Advanced EGR,

he only no-hassle solution available. That means

no added equipment, training or maintenance

and no liquid urea.

Harder working trucks and engines help keep your

business operating at its best. Thats what results

when all o us eet managers, drivers, engineers



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ntroducing the International DuraStar, powered

by the all-new MaxxForce 7. Because you need

truck you dont have to worry about. One that

ets the job done and is always ready or the next

ne.

Now with up 300 hp, the new MaxxForce 7 gives

you all the capability you need in a V8. Not to

mention up to 3% better fuel economy.

No need to bother about 2010 emissions either.

ura tar comes with MaxxForce Advanced E R,

the only no-hassle solution available. That means

no added equipment, training or maintenance

nd no liquid urea.

arder working trucks and engines help keep yourbusiness operating at its best. Thats what results

when all of usfleet managers, drivers, engineers



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Rules that appear above and below the

headline are set at .8pt with a directional

feather on the right and left set at .5''

The rules end visually at the width of ONE.


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Improved driver satisfaction

4New HVAC system improves in-cab

comfort and system reliability

4Optional aluminum battery box for

weight and image-conscious customers

4Wig wag headlights, NFPA-compliant

seats & buckles, factory-installed vehicle

data recorder for the fire/emergency

market

Improved durability

4 New standard aluminum fuel tanks

improve corrosion resistance and

reduce weight

Powered by MaxxForce

4 New MaxxForce 7 engine, now with

up to 300 horsepower

4MaxxForce Advanced EGR, the only

no-hassle solution for 2010 emissions

Bullet point sections are set up similar to body

copy text except that bullet points do not have to

be justified text. Subheads are in bold, bullets are

set in regular.

The gray bar at the top is set to the same height as

DURA in the DuraStar logo.

Vertical rules are .8 pt and are set at 40% opacity.

The vertical rules act as containment for the bullet

text as well as a separator between multiple

columns of bullet points.

X equals X height of Dura

X

X

Improved driver satisfaction

4New HVAC system improves in-cab

comfort and system reliability

4Optional aluminum battery box for

weight and image-conscious customers

4Wig wag headlights, NFPA-compliant

seats & buckles, factory-installed vehicle

data recorder for the fire/emergency

market

Improved durability

4 New standard aluminum fuel tanks

improve corrosion resistance and

reduce weight

Powered by MaxxForce

4 New MaxxForce 7 engine, now with

up to 300 horsepower

4MaxxForce Advanced EGR, the only

no-hassle solution for 2010 emissions

Helvetica Neue (TT) Bold

Helvetica Neue (TT) Regular

Webdings (#4 key)

=


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A NAVISTAR COMPANY ENDORSEMENT

FOR USE ON ADVERTISING, MARKETING MATERIALS

AN D PRI NTE D STATI ONER Y.The endorsement A NAVISTAR COMPANY below the logo mark will be used

on all corporate marketing communications. Do not attempt to typeset the

logo endorsement yourself. The logo endorsement is custom artwork and can

only be acquired by downloading from mrc.liveadmaker.com.

LARGEST:

.88'' heightSMALLEST:

Common print ad and brochure size

.64'' height

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STAR NAME BADGES AND MAXXFORCE LOCKUP

Star name badges always appear in desaturated colors.

These badges can be found on www.mrc.liveadmaker.com

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MARKETING EXAMPLES

4Print Ads

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MARKETING EXAMPLES

4Collateral

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MARKETING EXAMPLES

4Web

Documents

INTERNATIONAL TRUCK Brand Guidelines.pdf