1

L O G O G U I D E L I N E S

To ensure consistency in Heil® brand communications, the Elite Dealer crest can only be used in accordance with the specifications listed in the following pages.

2

Logo Elements

Crest

Color Palette

Crest with Heil® Logo

3

Logo Colors

RedPMS 485 CCMYK: 0/95/100/0RGB: 238/49/36Hex: #da291c

BluePMS 300CMYK: 100/44/0/0 RGB: 0/121/193Hex: #005eb8

GreyPMS Cool Grey 11CMYK: 0/2/0/68RGB: 113/112/115Hex: #53565a

Color Lock-upThe primary color logo should be used for all digital and color printing applications. Only the color specified is allowed.

Spot printing in Pantone colors is the preferred printing method. Using 4-color process printing when spot printing is not an option. The CMYK breakdowns do not preclude the important step of color proofing. For accurate color matching, refer to a current Pantone specifier.

Crest: 100% black Crest: 100% white Crest with Heil Logo: 100% black Crest with Heil Logo: 100% white

Crest

Crest with Heil® Logo

4

Logo Applications

Reverse LogoWhen printing the logo on dark or vivid backgrounds, use the reverse logo. This is the preferred logo usage on dark backgrounds and over photography.

To maintain visibility of the Elite Dealer crest and Heil® logo, do not print on white or light colored backgrounds.

Do not use the color logo on busy backgrounds or backgrounds where there isn’t enough contrast for the logo to stand out.

Use of Logo in TextThe logo should never appear in text, such as a headline or body copy. In text, the name should appear in the same font and typographic treatment as the text surrounding it.

Color LogoWhen printing the logo on light backgrounds, use the primary color lock-up.

Primary usage: PMS 485 C and 300 C

5

Clearance Area & Minimum Size

Clearance AreaThe Elite Dealer crest and Heil® logo should always have clear zones surrounding them—space free of any type or graphic elements—in order to maintain their integrity.

The spacing indicated here should always be maintained when the logo is reproduced in any form. When displaying the logo inside a rectangular shape, place it inside the Recommended Rectangular Space as noted below.

Minimum HeightThe measurements of the smallest recommended size for logo usage (from the top of the oval to the bottom of the logo) are:

1.7175 inches wide x .70 inches high

43.6 mm wide x 17.8 mm high

4.36 cm wide x 1.78 cm high

The clearance area around the logo is 1/4” on all sides

Crest Crest with Heil® Logo

6

Element Arrangements

The Elite Dealer Crest and Heil® LogoTo ensure brand recognition and consistency, the Elite Dealer crest must always appear in context with the Heil® logo. The way it is displayed can, however, vary greatly depending on circumstance.

If the Elite Dealer crest and the Heil logo are within the clear zone of one another, they must never be stacked vertically. Rather, the original artwork file (.ai, .eps, or hi-res raster image) must be used. This ensures that the Elite Dealer crest and Heil logo are in the standardized lock-up arrangement.

If the two elements are not arranged within each other’s clear zones, each individual element must maintain its own clear zone and both elements must be displayed above minimum size as explained on pg 5.

When separated, the two elements should be used in a way that is balanced. No layout should ever have both elements aligned to the same side and the elements should have a clear size difference, (height ratio of at least 2:1) depending on whether the layout’s objective is to emphasize the Elite Dealer status or the Heil brand itself.

2:1 Ratio

Horizontal Arrangement Only

ex: Elite Dealer emphasized over Heil

7

Apparel Use

For Apparel Printing & Embroidering For consistent and crisp apparel production, all apparel should be printed using the apparel version of the logo, which omits the cross hatching in the crest, using PMS colors when possible.

The Heil® logo and Elite Dealer crest must never be printed on apparel side-by-side. One of the two elements can be on the back or side, with each unique arrangement being determined on a case-by-case basis.

For dark clothing, the white apparel versions of the Elite Dealer crest and Heil logo should be used, while on light clothing the full-color apparel versions apply.

White Apparel Logos

Polo ExampleHat Example

Full-Color Apparel Logos