BRAND STANDARDS GUIDE - Challenger Lifts...Individual brand logos for marketing collateral, headers...

A. Brand Platform

A 1.1 Brand FoundationA 1.2 Brand MessagingA 1.3 Brand Personality

B Graphic Standards

LOGOMARKB 1.1 Primary LogoB 1.2 Secondary LogoB 1.3 Brand ArchitectureB 1.4 What not to do - Challenger LiftsB 1.5 What not to do - Snap-on Equipment COLORSB 2.1 Color Standards and Specifications TYPOGRAPHYB 3.1 Support TyopgraphyB 3.2 Secondary Typography

C Brand Visual Platform

C 1.1 Brand VoiceC 1.2 Look and FeelC 1.3 Backgrounds and TexturesC 1.4 Photography

D Key Brand Communications

D 1.1 TemplatesD 1.2 Design GuideD 1.3 Design Examples

B 1.1 C H A L L E N G E R L I FT S LO G O M A R K U S A G E – P R I M A R Y CHALLENGER LIFTS BRAND STANDARDS

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A 1.1 Brand FoundationA 1.2 Brand MessagingA 1.3 Brand Personality

B Graphic Standards

LOGOMARKB 1.1 Primary LogoB 1.2 Secondary LogoB 1.3 Brand ArchitectureB 1.4 What not to do - Challenger LiftsB 1.5 What not to do - Snap-on Equipment COLORSB 2.1 Color Standards and Specifications TYPOGRAPHY

B 3.1 Support TyopgraphyB 3.2 Secondary Typography


C 1.1 Brand VoiceC 1.2 Look and FeelC 1.3 Backgrounds and TexturesC 1.4 Photography


D 1.1 TemplatesD 1.2 Design GuideD 1.3 Design Examples

©2017 Challenger Lifts | Challenger Lifts Brand Standards | August 2017 A 1.1

BRAND STANDARDS GUIDE 08.03.17

CHALLENGER LIFTS BRAND STANDARDS

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A 1.1 BRAND SNAPSHOT

A. Brand PlatformA 1.1 Brand snapshotA 1.2 Brand foundationA 1.3 Brand messagingA 1.4 Brand personality

B Graphic Standards



Since 1987, Challenger Lifts has been the leading innovator in the

vehicle lift industry. With a commitment to innovation, quality and

service, Challenger Lifts is dedicated to providing vehicle lifts that

set the industry standard.

The Challenger Lifts brand is characterized by:

INNOVATIONQUALITYSERVICE


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A 1.2 BRAND FOUNDATION


B Graphic Standards



A brand is the perceived identity a company and its products have in the marketplace consistently identifying the organization and the products and services it provides. Strong brands have a lasting impact on public perception: the values, the personality and the experience people associate with the company and products.

The brand image provides a point of difference, a reason to choose one company and one product over another, based on expectations and performance.

MISSIONOur mission is to separate Challenger Lifts as the pioneer of industry-leading lift innovations and to treat our customers as we would like to be treated.

VISIONBe the industry leader for safe, productive vehicle lifting solutions.

VALUESInnovation Productive by designCustomer-focusedSafetyQuality


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A 1.3 BRAND MESSAGING

Challenger Lifts is built on providing high-quality product standards and our commitment to promoting safe design, construction and use of these vehicle lifts:

• 2-post lifts• 4-post lifts• inground lifts• double scissor lifts• mobile column lifts• mid- and short-rise lifts• home garage lifts• motorcylce lifts

Challenger Lifts offers a range of vehicle lifts to owners and managers of independent and original equipment manufacturer dealership service and repair shops.

We provide quality, innovative vehicle lifting products, but it’s the people and processes of Challenger Lifts with Snap-on value creation process that earn its share in the automotive lift marketplace.

Our innovative product design sets us apart from the rest of the vehicle lift industry.

To meet the needs of our customers, we are committed to designing, manufacturing, distributing and servicing the most advanced technological vehicle lift products in the industry.


B Graphic Standards




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A 1.4 BRAND PERSONAL ITY

A brand is the perceived image a company and its products have in the marketplace, consistently identifying the organization and the products and services it provides. The brand provides a point of difference, a reason to choose one company and one product line over another, based on expectations and performance.

The Challenger Lifts brand identity serves as the basis for projecting a distinctive company image that allows the brand to clearly distinguish itself from competitors, to achieve and maintain high brand familiarity. If used consistently, it will help communicate to the public how Challenger Lifts sees itself and firmly anchor the perception of the brand in the market.

Challenger Lifts is an American brand, engineered to provide the safest and the highest quality products developed with a commitment to product innovation, quality and service.

INNOVATION

QUALITY

SERVICE

Our customer connection drives innovation.

Providing vehicle lifts with industry-leading safety standards, Challenger Lifts is a guarantee for excellence.

With a history of innovative products, Challenger Lifts is the definition of engineering excellence.


B Graphic Standards




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©2017 Challenger Lifts | Challenger Lifts Brand Standards | August 2017 B 1.1

The Challenger Lifts logomark symbolizes the forward-moving culture of the company. The goal is to separate us as the pioneer of industry-leading vehicle lift innovations. Every time our customers come across an element of our brand identity is another opportunity to strengthen that message. This document provides a set of standards to help us communicate with a single voice over time.

To maintain the visibility and visual impact of the Challenger Lifts logomark in all applications, a clear space is designated around the logomark separating it from other graphical or typographic elements that surround it. Nothing should appear within this space adjacent to the logomark. This space represents the height of the “a” in the Challenger Lifts logomark.

B 1.1 CHALLENGER L IFTS LOGOMARK USAGE – PR IMARY

A. Brand Platform

B Graphic Standards

LOGOMARKB 1.1 Primary LogomarkB 1.2 Secondary LogomarkB 1.3 Brand ArchitectureB 1.4 Misuse: ChallengerB 1.5 Misuse: Snap-on COLORSB 2.1 Color Standards: ChallengerB 2.2 Colar Standards: Snap-on TYPOGRAPHYB 3.1 Support TyopgraphyB 3.2 Secondary Typography


D Key Brand Communications A maximum size is recommended for the Challenger Lifts logomark usage on publications. In order to maintain a level of professionalism, it is recommended that the width of the logomark not appear larger than 4 inches in any application. To maintain legibility and detail, the height of the logomark should not appear smaller than 0.5 inch in any application.

When the logo appears on a white background, use our primary, authorized Challenger Lifts blue and red.


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B 1.2 CHALLENGER L IFTS LOGOMARK USAGE – SECONDARY

While the primary logomark will be used the majority of the time, the Challenger Lifts brand identity can be presented in limited color or reverse color when necessary.

When the Challenger Lifts logo is used on a color background that is in equal value or brighter than PANTONE® 281, reverse the logo out to white. If you can’t use color, produce our logo in black. If the background is black, please reverse the logo out.

The “CL” secondary mark can be used in instances where Challenger Lifts is CLEARLY represented elsewhere on the communication piece. The same clear space rules apply as in section B1.1 of this document.

A. Brand Platform

B Graphic Standards





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B 1.3 CHALLENGER L IFTS LOGOMARK USAGE – BRAND ARCHITECTURE

The Snap-on metallic logomark is only used when depicting the breadth of Total Shop Solutions in conjunction with other Snap-on RSI brands and logomarks, such as a trade show application. The wrench S is also only used in that context.

The Snap-on logomark and wrench S are only seen in the context of promoting the Total Shop Solutions value proposition — many brands working together to meet the needs of repair shop owerners and managers.

The Snap-on logomark and the wrench S are not seen with the Hofmann logomark. Snap-on is only mentioned in body copy, with reference to the Snap-on RSI Total Shop Solutions.

CORPORATE LEVELThe Snap-on logomark may only be used when making the affiliation to Snap-on Incorporated. The Snap-on wrench S is only used when an icon is appropriate and the Snap-on logomark is also present. This corporate level use includes trade shows where multiple Snap-on RSI brands are visible, i.e. SEMA, NADA, Automechanika, etc. Its use may also include email addresses, business cards, stationery and on buildings.

PRODUCT GROUP LEVELSnap-on Equipment always appears in text. It is a description for a group of products and is not a logomark. It may be used in boilerplate content for press releases or in the address line on brochures, advertising, etc. Product brand level individual product brand logomarks are seen in product marketing collateral, advertising, headers for public relations activities, internal training documents, etc. The Challenger Lifts logomark is included at this level, along with John Bean, Kansas Jack, Blackhawk, Sun, Hofmann, Cartec and Boxer.

INDIVIDUAL PRODUCTSLogomarks for individual products are not allowed or encouraged. Naming of these products needs to follow this naming convention, including registered product brands:

PRODUCT NAME | MODEL | NUMBER

All product names will appear in plain text in communications and be accompanied by a number.

The brand usage hierarchy is illustrated on the following page.

A. Brand Platform

B Graphic Standards





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©2017 Challenger Lifts | Challenger Lifts Brand Standards | August 2017 B 1.3.1

B 1.3.1 CHALLENGER L IFTS LOGOMARK USAGE – BRAND ARCHITECTURE

BRAND USAGE HIERARCHY

Individual brand logos for marketing collateral, headers for PR, advertising, internal training documents, NPR

Snap-on logomark can be used when making the affiliation to Snap-on Incorporated trade shows where we show many RSI brands (SEMA, NADA, Automechanika), business cards, stationery, buildings

Snap-on Equipment always in text. It is a description for a group of products, not a logo. Boilerplate for press releases, address line in brochures, ads, etc.

BRAND USAGE HIERARCHY EXAMPLE

SNAP-ON

SNAP-ON EQUIPMENT

HOFMANN JOHN BEAN KANSAS JACK

CHALLENGER LIFTS PRO–CUTBLACKHAWK SUN CARTEC BOXER

A. Brand Platform

B Graphic Standards





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B 1.4 CHALLENGER L IFTS LOGOMARK USAGE – MISUSE : CHALLENGER L IFTS

Modification or misuse of the Challenger Lifts logomark will weaken brand identity and recognition and is not allowed. The following are just a few examples of what NOT to do.

Do not change, reset or redraw the logomark

typography

Do not apply the logomark to distracting backgrounds

Do not contain the logomark within a shape

Do not associate the logomark with another entity

Do not alter the official colors

Do not apply the logomark to backgrounds of similar color

Do not create patterns with the logomark

Do not realign symbols or tag line

Do not place the logomark within a title or phrase

Do not apply special effects

Do not create a transparent or other effect

Do not skew, condense or stretch the logomark

Do not use low-resolution, scanned or pixelated logomark

A. Brand Platform

B Graphic Standards





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B 1.5 CHALLENGER LIFTS LOGOMARK USAGE – MISUSE: SNAP-ON EQUIPMENT

Improper use of the Snap-on Equipment identity will weaken the product brands, such as Hofmann, and the following usage guidelines must be followed.

Do not use Snap-on Equipment as a logomark or create a logomark for it.

Do not use a Snap-on Equipment logomark in conjunction with the Challenger Lifts logomark.

Always refer to the Snap-on Equipment name in text content and as plain text.

A. Brand Platform

B Graphic Standards





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B 2.1 CHALLENGER L IFTS LOGOMARK USAGE – COLOR STANDARDS

Use the formulas shown here to achieve accurate color matching for the colors of Challenger Lift. If you are using another color matching system, make sure you match to the Pantone® “coated” color references. CMYK formulas indicated are not a direct translation of the Pantone® colors, but have been tested to ensure that they achieve a consistent color match.

Note that electronic screen colors may differ depending on the monitor and colors may alter from screen to projection for presentations. Pretest all colors before use in presentations.

Laser printed colors from desktop equipment will alter from printer to printer and color accuracy should be tested and maintained before multiple copies are made.

CHALLENGER BLUE PANTONE 281 CMYK 100/73/0/38 RGB 10/31/98

PANTONE 485 CMYK 0/100/91/0 RGB 255/17/0

CMYK 0/0/0/95 RGB 40/40/41

CHALLENGER RED

CHALLENGER CHARCOAL

A. Brand Platform

B Graphic Standards





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B 2.2 CHALLENGER L IFTS LOGOMARK USAGE – COLOR STANDARDS

Use the formulas shown here to achieve accurate color matching for the colors of Snap-on. If you are using another color matching system, make sure you match to the Pantone® “coated” color references. CMYK formulas indicated are not a direct translation of the Pantone® colors, but have been tested to ensure that they achieve a consistent color match.

Note that electronic screen colors may differ depending on the monitor and colors may alter from screen to projection for presentations. Pretest all colors before use in presentations.

Laser printed colors from desktop equipment will alter from printer to printer and color accuracy should be tested and maintained before multiple copies are made.

SNAP-ON RED PANTONE 485 CMYK 0/100/100/0 RGB 237/28/36

CMYK 0/0/0/100 RGB 0/0/0

PANTONE Cool Gray 11 CMYK 0/0/0/70 RGB 113/112/116

CMYK 0/0/0/0 RGB 255/255/255

BLACK

GRAY

WHITE

A. Brand Platform

B Graphic Standards





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B 3.1 CHALLENGER L IFTS LOGOMARK USAGE – SUPPORT TYPOGRAPHY

Typography is a key to successful and legible communications and contributes to a consistent look for Challenger Lifts communications. Consistency with Snap-on brand identity standards, where possible, maintains the Challenger Lifts relationship to Snap-on.

Meta is the primary typeface specified for Challenger Lifts communications. Its dynamic simplicity and progressive appearance suggest technology. An extensive family of typeface options exist and provide flexibility for diverse uses and applications. It is easy to read and is available globally.

Meta LF is suggested where use of numbers is required. The numerals in this family align evenly, without ascenders and descenders extending below the baseline, as is the case for Meta numerals.

When creating a communications piece, remember to keep it simple. Content should be simply laid out using plenty of clear space.

Left-aligned text has been proven to be more legible and more easily comprehended. Avoid using centered, justified or right-aligned text in communications and advertising.

In addition, to achieve consistency, do not letterspace, manipulate type or adorn it with techniques that make the fonts difficult to read.

Memphis LT ExtraBoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%&?

A. Brand Platform

B Graphic Standards





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B 3.2 CHALLENGER L IFTS LOGOMARK USAGE – SUPPORT TYPOGRAPHY

Futura is an acceptable choice for PC-based applications like Microsoft Office, Powerpoint presentations and all forms of websites and online communications. It is globally available. Arial is an acceptable substitute where Futura may not be available.

FuturaabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%&?

Futura HeavyabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%&?

ArialabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%&?

Arial BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%&?

A. Brand Platform

B Graphic Standards





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©2017 Challenger Lifts | Challenger Lifts Brand Standards | August 2017 C 1.1

C 1.1 B R A N D VO I C E

A. Brand Platform

B Graphic Standards


C 1.1 Brand VoiceC 1.2 Look and FeelC 1.3 Photography


It’s all about user benefits to help build the brand.

Challenger Lifts is the market leader and needs to assume the category expert in all communications. Our communications need to be brief, to the point, accessible, true and user benefit oriented.

The tone should be factual, serious, direct and always focused on product benefits to the professional users. Our voice should reinforce a genuine interest in providing innovative, quality products to the end user. It should be concise and direct. Every word counts. Less is more.

Always be consistent in the choice of vocabulary; respecting proper and accurate technical terminology. However, avoid lengthy lists of technical specifications in favor of product productivity benefits to the user and the shop.

In specific, all of our messages should reflect our values and brand attributes, communicating an accurate image of who we are. The Challenger Lifts brand stands for:

Innovative TechnologyQuality and SafetyCustomer-FocusProductive by DesignIncreased Shop Profitability and Through-PutService

The tonality of Challenger Lifts copy contents, as well as imagery, should strive to reinforce these brand attributes. For example, when developing copy contents, consider the following guidelines.

• A good photo speaks more than words.• Focus on the technology’s benefits rather than describing the technology.• Copy contents should be organized and precise. • Create trust through believable text—real life situations—and avoid technical descriptions.• Focus on the reader—less copy can increase understanding, enabling the reader to get through

the contents and retain product benefits, causing them to act.


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C 1.2 LOOK AND FEEL

Another important way we communicate is through the visual appearance of the brand elements. Our authentic and relatable brand positioning means everything from imagery to brand design elements should remain simple, direct and benefit-oriented.

Our customers are hard-working, skilled craftsmen. Our imagery must convey that in a way that rings true, from shop interactions to use ofChallenger Lifts products. Nothing should appear staged.

A simple color palette – primarily shades of blue and white – help keep design elements fromcompeting with imagery.

BOLD HEADLINES HELP US GET TO THE POINT MORE QUICKLY AND CONVEY THE STRENGTH OF THE BRAND.

Red accents can be used to help direct the viewer’s eye to an important fact or call-to-action.

A. Brand Platform

B Graphic Standards





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C 1.3 PHOTOGRAPHY

Realistic shop settings.

To emphasize Challenger Lifts’ market leadership position, and Snap-on’s position in delivering productivity solutions to professional technicians, all photography should focus on the Challenger Lifts product in-use in the professional shop. It should look as realistic as possible, not posed. The use of Challenger Lifts product “action shots” in use will help to communicate innovation, quality and safety.

Further general guidelines include:• The product should be depicted in a realistic, in-use setting in the shop.• The professional technician should be working with the product, not looking at the camera.• If lighting is necessary, it should highlight the product and be realistic, not appearing over-lit

and unnatural for a work setting.• Always promote a safe working environment, including correct safety gear, like eye protection,

helmets, etc.• Uniforms and uniform badges should be geographically appropriate.

A. Brand Platform

B Graphic Standards





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©2017 Challenger Lifts | Challenger Lifts Brand Standards | August 2017 D 1.1

D 1.1 TEMPLATES

A. Brand Platform

B Graphic Standards



D 1.1 TemplatesD 1.2 Design Guide

Challenger Lifts brand communications come in all shapes, sizes and channels. The pages that follow are meant to serve as direction for how to approach each new message. Layouts should be divided into halves, depending on the amount of content. These grid elements will help separate image areas from text areas and create a cohesive visual appearance.

IMAGE AREA

IMAGE AREA

IMAGE AREA

IMAGE AREA

IMAGE AREA

TEXT AREA

TEXT AREA

TEXT AREA

TEXT AREA

TEXT AREA


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©2017 Challenger Lifts | Challenger Lifts Brand Standards | August 2017 D 1.2

D 1.2 DES IGN GUIDE

DISCOVER THE ADVANTAGE OF INNOVATION.

WE’RE NOT JUST LIFTING VEHICLES,

WE’RE RAISING AN ENTIRE INDUSTRY.

With a history of engineering excellence, Versymmetric® and Versymmetric® Plus Technology from Challenger Lifts provide the benefits of asymmetric and symmetric lifts in one design.

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2

3

4

1. TEXTText is always left-aligned. Headlines are set in MetaBlack-Roman, all caps. Body text is MetaBookLF-Roman on backgrounds. Headlines are 3-4x the size of body text in most applications.

2. PRODUCT NAMEProduct names are setin MetaBlack-Roman.The first instance onlyshould include the“from Challenger Lifts” to reinforce the brand.

3. FOOTERTo create a high-end feel, using a white footer with the full color Challenger Lifts logomark will strengthen the value points of quality and innovation.

4. TEXTUREWhen texture is used, the pattern should be low-contrast, so the overall appearance matches oneof the colors in our brand palette.

A. Brand Platform

B Graphic Standards



D 1.1 TemplatesD 1.2 Design Guide

BRAND STANDARDS GUIDE - Challenger Lifts...Individual brand logos for marketing collateral, headers...

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