Corporate Identity Guidelines

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CONTENTS

1.0 TRADEMARKWatco Companies LogoLogo Clear SpaceLogo VariationsProject LogosProper Logo Use

030405060708

2.0 TYPOGRAPHYType Family

0910

3.0 COLORBrand Color Palette

1112

4.0 APPLICATIONBrochurePresentationBusiness CardsApparelEphemera

131415161718

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 3

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1.0 TRADEMARK

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 4

LOGO

UNDERSTANDING THE INTRINSIC VALUE OF THE WATCO TRADEMARK Watco’s trademark symbolizes the united spirit, quality and excellence of the services Watco offers. Trademarks help to identify our company and build our reputation among Customers and other audiences.

The Watco logo is comprised of two elements, the “Watco Companies” logotype, illustrated in black, and the symbol, illustrated in yellow with two black stripes. Together they form the Watco logo.

1.0 / TRADEMARK

SYMBOL

LOGOTYPE

LOGO

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 5

LOGO CLEAR SPACE

ESTABLISH A CLEAR SPACE MARGIN AROUND THE LOGO AT ALL TIMES.

To maintain the integrity of the Watco logo, nothing should crowd or interfere in any way with the clear space surrounding it. This clear space, also known as the area of non-interference, is defi ned by the height of the letters in the Watco logotype. For instance, the height of the “C” squared is equal to one unit of clear space. The entire logo must be buffered from any other element by at minimum 1 unit of clear space.

Proper use of clear space will ensure the logo does not compete for space, whether in print, online or in signage.

1.0 / TRADEMARK

X

X

X

Height of “C” squared = X (1 Unit of clear space)

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 6

LOGO VARIATIONS

CHOOSING THE RIGHT LOGO FOR SPECIFIC APPLICATIONS ColorPreferred for use in all media.

HorizontalFor use in applications with limited vertical spacing.

Gray ScaleFor use on internal documents when color may not be necessary.

Black For use when the symbol gradient or color quality may be compromised due to scale, limited production methods or color availability.

Reverse / ColorFor special use on dark backgrounds to provide maximum contrast.

Reverse / WhiteFor use when the symbol gradient or color quality may be compromised due to scale, limited production methods or color availability.

1.0 / TRADEMARK

Color

Gray Scale

Reverse / Color

Horizontal

Black

Reverse / White

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 7

PROJECT LOGOS

USING THE APPROPRIATE LOGO FOR THE CORRESPONDING PROJECT

WTSFor use with Watco Transportation Services projects.

WTPSFor use with Watco Terminal & Port Services Projects.

WTSSFor use with Watco Switching Services Projects.

Watco of Western AutraliaFor use with Watco Western Australia Projects.

WTPS de MexicoFor use with Watco Terminal & Port Services Mexico Projects.

1.0 / TRADEMARK

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 8

CORRECT LOGO USE

MODIFICATIONS TO THE LOGO UNDERMINE THE INTEGRITY OF OUR TRADEMARK

Under no circumstances should the logo be altered in any way with out the approval of the communications department.

Do not modify or change logo colors.

Do not place logo on busy backgrounds or backgrounds that do not provide adequate contrast between the logo and background.

Do not change orientation or arrangement of logo elements.Do not add effects or treatments to the logo.

Do not stretch, compress or otherwise distort logo

Don’t modify or change proportions.

Don’t change colors. Don’t change orientation.

Don’t distort.

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WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 9

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2.0 TYPOGRAPHY

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 10

TYPE FAMILY

A CLEAN AND SIMPLE TYPE FAMILY SPEAKS VOLUMES

Avenir Next was chosen as the primary type family for Watco communications because of its legibility, range of modern font weights and complementary qualities when paired with the Watco logo. When used together they form a harmonious and cohesive identity.

The Avenir Next font family offers a range of six weights: Ultra Light, Regular, Medium, Demi Bold, Bold and Heavy.

Alternate FontCentury Gothic may be used as the alternate font when Avenir is not available. Only in these rare instances should the alternate font use be used.

Font stack priority order: Avenir, Century Gothic, Helvetica Neue, Verdana, Sans Serif.

Avenir Next1.0 / TRADEMARK

abcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ?!#

Ultra LightItalic

RegularItalic

MediumItalic

Demi BoldItalic

BoldItalic

HeavyItalic

123456

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 11

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3.0 COLOR

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 12

PRIMARY COLORS

The Watco primary color palettehelps customers easily identifyour products and services.

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YELLOW: #FFC20ERGB: 255,194,14CMYK: 0, 24, 95, 0 PMS: 7548C

BLACK: #000000RGB: 0,0,0CMYK: 70, 50, 30, 100 PMS: Black C

GRAY: #63666ARGB: 99,102,106CMYK: 40, 30, 20, 6PMS: Cool Gray 10C

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 13

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4.0 APPLICATION

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 144.0 / APPLICATION

BROCHURE

CONSISTENCY IS KEY

Product and service brochures must maintain consistent size and placement of the Watco logo.

For landscape and/or portrait orientations of the brochure cover, the Watco logo must be placed in the upper left corner of the cover with a .75” margin.

The “Customer First... Safety Always!” tagline must be placed on the bottom of the brochure on a black background with a .75’ height.

.75”

.75”

.75”

.75”

.75”

.75”

PORTRAIT

LANDSCAPE

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 154.0 / APPLICATION

PRESENTATION

Presentations should be produced with the same discipline and care as all other Watco marketing and communications material.

To help ensure that all of your presentations are consistent, please use the supplied PowerPoint template.

The following general rules are designed to help maximize the effectiveness of your presentations:

Keep it simple• Use the appropriate slide master• Include only relevant visual aids• Use type no smaller than 18 pt• Use predefi ned styles,and colors• Use only Century Gothic* typeface• Limit bullets to fi ve or six to slide• Limit bullets to a single line

* Note: Century Gothic has beenspecifi ed for use in all presentationsto maintain consistency acrosselectronic presentation platforms

TITLE SLIDE

CONTENT SLIDE

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 164.0 / APPLICATION

BUSINESS CARDS

To ensure brand consistency business cards have been designed as part of an overall brand collateral package.

The business cards can be ordered through the corporate marketing department.

Customer First Foundation Principles

Value Our Customers• Earn their business every day by providing Safe, Accurate, and

Timely Service• Create solutions that deliver value for our Customers and Watco

over the long-term

Value Our People• SAFE Service, ALWAYS• Be Honest and Fair

Safely Improve Every Day• Always do the right thing and always try to find a better way• Build a tremendous future by making decisions that protect our

Customer, Team, Community, and Environment

WATCO COMPANIES / CORPORATE IDENTITY GUIDELINES 174.0 / APPLICATION

Email Signature

To ensure brand consistency an email signature should be used that includes the logo and tagline “Customer First - Safety Always!”