INGREDIENT BRAND STYLE GUIDE - Cree Inc. · INGREDIENT BRAND STYLE GUIDE 3 VERSION 5.0 JUNE 2015...

INGREDIENT BRAND STYLE GUIDEv5.0 JUNE 2015

INGREDIENT BRAND STYLE GUIDE

2 VERSION 5.0 JUNE 2015

Contents

1.0 Introduction .................................................................................................................... 1

2.0 Use of Cree ingredient brands by third parties ............................................................... 3

2.1 Trademark symbol .......................................................................................................... 4

2.1.1 When is the “®” symbol required? ........................................................................................4

2.1.2 Trademark attribution ............................................................................................................5

2.2 Proper usage of the trademark in text ............................................................................ 6

2.2.1 Recommended attributions ....................................................................................................7

2.2.2 Exceptions ..............................................................................................................................7

2.2.3 Trademark misuse .................................................................................................................7

3.0 The Cree LEDs ingredient brand ..................................................................................... 9

3.1 Presentation of the logo .................................................................................................. 9

3.2 Color Specification .......................................................................................................... 9

3.2.1 Examples of correct color usage..........................................................................................10

3.2.2 Examples of incorrect background usage ............................................................................11

3.2.3 Incorrect Usage Examples ...................................................................................................11

3.3 Spacing / Clear space .................................................................................................... 12

3.3.1 Incorrect spacing of the logo ................................................................................................12

3.3.2 Spacing exceptions ...............................................................................................................12

3.4 Sizing ............................................................................................................................ 13

3.4.1 Minimum size in print ...........................................................................................................13

3.4.2 Recommended minimum size for online and video use ........................................................................................................................13

3.4.3 Signage and other large format usage ................................................................................13

3.4.4 Size exceptions .....................................................................................................................13

3.5 Logo placement ............................................................................................................. 14

3.5.1 Subordinate status and inferred association .......................................................................14

3.5.2 Inferred association with OEM customers ...........................................................................14

4.0 Examples: Where to use the logo and trademark ......................................................... 16

4.1 Printed Literature: Brochures .........................................................................................17

4.2 Spec sheet / Cut sheet .................................................................................................. 18

4.3 Advertising .................................................................................................................... 19

4.4 Web Site ........................................................................................................................ 20

4.5 Online advertising ......................................................................................................... 21



4.6 Online catalog ............................................................................................................... 22

4.7 Packaging / product ...................................................................................................... 23

5.0 The Cree TrueWhite® Technology ingredient brand ...................................................... 25

5.1 Cree TrueWhite® Technology value proposition, positioning and tone .......................... 25

5.1.1 Value proposition keyword and phrases ..............................................................................26

5.1.2 Value statement in 25 words or less ....................................................................................27



5.1.5 Possible Headline .................................................................................................................27

5.2 Presentation of the logo ................................................................................................ 28

5.3 Color specification ........................................................................................................ 28



5.3.3 Incorrect usage examples ....................................................................................................30




5.5 Sizing ............................................................................................................................ 32


5.5.2 Recommended minimum size for online and video use ......................................................32


5.5.4 Size exceptoins .....................................................................................................................33

5.6 Logo placement ............................................................................................................. 33


5.6.2 Inferred association with OEM customers ...........................................................................34

6.0 Examples: Where to use the logo and trademark ......................................................... 36

6.1 Printed literature: Brochures ....................................................................................... 37

6.2 Spec sheet / Cut sheet .................................................................................................. 38

6.3 Advertising .................................................................................................................... 39

6.4 Web Site ........................................................................................................................ 40

6.5 Online advertising ......................................................................................................... 41

6.6 Online catalog ............................................................................................................... 42

6.7 Packaging / product ...................................................................................................... 43

7.0 The BetaLED® Technology ingredient brand ................................................................. 45

7.1 Presentation of the logo ................................................................................................ 46

7.1.1 Color specification ...............................................................................................................46





7.1.4 Incorrect usage examples ....................................................................................................48




7.3 Sizing ............................................................................................................................ 50


7.3.2 Recommended minimum size for online and video use ......................................................50


7.3.4 Size exceptoins .....................................................................................................................51

7.4 Logo placement ............................................................................................................. 51


7.4.2 Inferred association with third parties .................................................................................51

8.0 How can we help? Contact us ........................................................................................ 53



1.0 Introduction

LED lighting has arrived and it’s nothing short of revolutionary. LEDs can deliver beautiful light while slashing energy and maintenance costs associated with traditional incandescent bulbs—and they do it without the toxic mercury found in fluorescents. The value of LED lighting is already being realized in installations around the world.

As the market for this breakthrough technology grows so do the choices. There are many excel-lent products available, but there are also plenty of cheap, poorly designed products that produce dim, ugly light. Some companies are making unverified claims about brightness, longevity and efficiency that result in disappointing performance once installed. And some manufacturers have serious problems maintaining the consistency of light from one batch of LEDs to another. In this emergent market the risk for OEMs is enormous. Choose the wrong partner and you’ll wind up on the wrong side of the revolution.

When you choose Cree you don’t get hype. You get access to the unparalleled innovation and proven technology that delivers the industry’s most energy efficient and beautiful LED lighting. When you work with Cree you get market leading products and technology, a commitment to future innovation and most importantly, you get the assurance that Cree products have been tested and refined to perform as advertised. That’s why Cree is leading the LED lighting revolution.

Cree is proud to work with companies who share our values. In this document you will learn how to leverage the value of industry-leading Cree ingredient brands to increase the value of your products. The goal of this document is to communicate and illustrate the correct usage, guidelines and language for Cree’s ingredient brand trademarks to successfully differentiate the quality of your product.

When we work together we can succeed.

CREE INGREDIENT BRAND STYLE GUIDE

2.0 :: USE OF CREE INGREDIENT BRANDS BY THIRD PARTIES



2.0 Use of Cree ingredient brands by third parties

Cree trademarks that will be used as ingredient brands may be used by a third party only if the third party has signed the Ingredient Branding and Trademark License Agreement with Cree.

All uses of the Cree LEDs logo, Cree TrueWhite Technology logo, BetaLED logo and related words for purposes of ingredient branding by third parties must be in accordance with the provisions of the Ingredient Branding and Trademark License Agreement and this Guide.

The purpose of these requirements is to maintain the integrity of the marks and strengthen the ingredient brand. Alterations erode the value of Cree as an ingredient brand.

When using the logo, third parties must use approved computer graphic files supplied by Cree and may not generate the logo independently.

Third parties using the Cree LEDs logo, Cree TrueWhite Technology logo, BetaLED logo and related words for purposes of ingredient branding must permit Cree to retain control over their use and presentation, as well as the nature and quality of goods and/or services on which the marks are used.



2.1 Trademark symbol

Use the correct trademark symbol. For example, Cree is a registered trademark of Cree, Inc. and must display the “®” when used in text. The trademark symbol will always be superscript with no space between it and the trademark.

2.1.1 When is the “®” symbol required?

Preferred usage:• Use the ® symbol on the first use of a Cree ingredient brand trademark as an adjective.

• If the Cree word mark is being used along with another trademark (e.g., Cree TrueWhite Technology), then it is acceptable to stagger the use of the ® or ™ symbols with a secondary occurrence.

For example:

First Occurrence – Cree TrueWhite® Technology can….

Secondary Occurrence – Cree® LEDs enable…

Considerations:Trademarks need to only be marked once, per contiguous document. The attribution statement can appear on the last page, back cover or other location that compliments the design.

If Cree is used as a noun it should not be marked with a ®. It should still be included in the attribution statement.

The ® and ™ symbols should be used as superscripts, but DO NOT need to be the same font size/family as the copy. They can be made smaller, to increase aesthetic appeal, as long as they are still legible.



2.1.2 Trademark attribution

Use a trademark attribution statement at the bottom of the document including language consistent with the following examples:

Cree® is a registered trademark and the Cree LEDs logo is a trademark of Cree, Inc.

Cree®, Cree TrueWhite®, and TrueWhite® are registered trademarks and the Cree TrueWhite Technology logo is a trademark of Cree, Inc.

Cree®, BetaLED®, and the BetaLED Technology logo are registered trademarks of Cree, Inc.

Alternative 1If the preferred usage is not desirable because of spacing limitations or other aesthetic issues, then the ® or ™ symbol can be used on word mark adjective anywhere in the text, along with an appropriate trademark attribution statement at the bottom of the document.

Alternative 2For truly space-constrained applications, it is permissible to omit the trademark attribution state-ment at the bottom of the document and to use the ® or ™ symbol on a word mark that is used as an adjective.

If there is an instance where the marking according to any of the above is problematic or there is a question, please contact: [email protected].



2.2 Proper usage of the trademark in text

Do not vary the spelling, capitalization, add or delete hyphens (even for normal hyphenation at the end of a line of text), make one word two, or use an alternate plural form of Cree ingredient brand trademarks.

• Correct usage of Cree ingredient brand trademarks:

Cree® LEDs Cree TrueWhite® Technology BetaLED® Technology

• The Cree ingredient brand trademarks should always be capitalized as shown above.

• Cree ingredient brand trademarks should never be used in all caps, unless every word in the sentence or headline is upper case.

• Never combine the Cree ingredient brand’s logo or related words with your company name.

• Do not use a Cree ingredient brand trademark as a noun.

• Do not insert periods in the LED acronym, such as “L.E.D.”.

• Do not shorten or make acronyms out of the Cree ingredient brand trademark words.

• Do not use a possessive form of the Cree ingredient brand trademark words such as; “Cree LED’s”.

• Do not display the Cree ingredient brand logos or related words in a manner that is illegible or difficult to read.

• On materials that include both the Cree ingredient brand logos and your company name, you must display your company name more prominently than the Cree ingredient brand logo. You may not use the Cree ingredient brand logo in such a manner that it appears the Cree ingre-dient brand logo or the related words are legally associated with your company, other than the fact that your company is (a) authorized to sell or distribute products containing Cree tech-nology or (b) authorized to incorporate Cree technology into your finished product.

• Do not use the Cree ingredient brand logo or the related word mark in a manner such that it appears to be associated with products of other manufacturers.



2.2.1 Recommended attributions

You may use Cree ingredient brand trademarks when describing your product. The following is a list of acceptable attributions:

• ...powered with Cree® LEDs ...powered by Cree® LEDs ...uses Cree® LEDs

• ...illuminated with Cree® LEDs ...illuminated by Cree® LEDs

• ...powered with Cree TrueWhite® Technology ...powered by Cree TrueWhite® Technology ...uses Cree TrueWhite® Technology

• ...illuminated with Cree TrueWhite® Technology ...illuminated by Cree TrueWhite® Technology

• ...designed with BetaLED® Technology, ...built with BetaLED® Technology, ...uses BetaLED® Technology.

2.2.2 Exceptions

With the express written consent of an authorized representative of Cree, other attributions may be used. Contact Cree at: [email protected].

2.2.3 Trademark misuse

Cree monitors the use of its corporate and ingredient brand(s) very closely. Cree has the right to exercise all rights and remedies for violations of the requirements for use of Cree’s ingre-dient brand marks set forth in this Guide and the Ingredient Branding and Trademark License Agreement. Typically, the general course of action for violating the requirements for use of Cree’s ingredient brand marks will be as follows:

1. OEM customers who violate the guidelines will receive a call or written notice of the specific violation.

2. OEM customers must let Cree know a course of action for correction of the mark violation.

3. Cree will follow-up with OEM customers to ensure that the mistake/violation has been corrected.

Further misuse or blatant disregard for the mark guidelines and rules may result in loss of rights to the Cree ingredient brand marks as well as Cree’s exercise of other available rights and remedies.

If you have any questions regarding the use of Cree’s ingredient brand marks, please email Cree at [email protected].


3.0 :: THE CREE LEDs INGREDIENT BRAND



3.2 Color specification

The Cree LEDs logo should appear in “Cree Blue” as defined below:

3.0 The Cree LEDs ingredient brand

Cree seeks partners that share its vision. As part of this OEM relationship, customers can use the Cree LEDs logo and the related words from Cree, Inc. as an ingredient brand within their customer communications including—but not limited to—advertising, packaging, internet usage and press relations.

Proper usage of the Cree LEDs ingredient brand identifies your product as one that is technologically superior and designed to produce beautiful energy-efficient light for the life of the luminaire.

3.1 Presentation of the logo

When using the Cree LEDs logo, third parties must use camera-ready art or approved computer graphic files supplied by Cree and may not generate the logo independently.

Cree will supply computer graphic files and camera-ready artwork of the Cree LEDs logo. Do not generate the Cree LEDs logo on your own.

Pantone: 294RGB: 0, 85, 150Hex: #005596CMYK: C 100, M 58, Y 0, K 21



Black lettering on a white background.

White lettering on a black background.

White lettering on a Cree Blue (PMS 294) background.

Cree Blue (PMS 294) lettering on a white background.

3.2.1 Examples of correct color usage

The Cree LEDs logo can appear in three color formats: Cree Blue (PMS 294), solid black or a solid white, knockout version.

The Cree LEDs logo can only appear on a white, black or Cree Blue (PMS 294) background.

No other colors or combinations are permitted without the express written consent of an autho-rized of Cree corporate marketing representative. Contact: [email protected]



3.2.2 Examples of incorrect background usage

The Cree LEDs logo may not be placed on a busy, obtrusive or colored background. The following are a few examples of unacceptable uses.

3.2.3 Incorrect usage examples

1., 2. Do not change the colors of the logo.3. Do not use other types of typefaces for the logo.4. Do not skew the logo. 5. Do not distort the logo.6. Do not rotate the logo.7. Do not add elements to the logo.8. Do not substitute any part of the logo.9. Do not separate any of the logo’s elements.10. Do not rearrange any parts of the logo.11. Do not violate the clear space of the logo.12. Do not let text run into the logo.

1.

7.

2.

8.

3.

9.

4.

10.

5.

Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not vio-late the clear space of the logo. Do not violate the clear space of the logo.

11.

6.

Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo.

12.



3.3 Spacing / Clear space

The Cree LEDs logo should be surrounded by a region of background color at least as wide as the lettering height, as shown below:

3.3.1 Incorrect spacing of the logo

The Cree LEDs logo should never be presented such that it could be viewed as a compound mark. For example: the Cree LEDs logo should never be shown physically touching or adjacent another mark such that the two marks appear to be part of the same overall trademark.

3.3.2 Spacing exceptions

With the express written consent of an authorized representative of Cree, the spacing require-ments may be relaxed on items where the available physical space or graphic resolution is limited. Contact Cree at: [email protected].

XYZ PARTNERS



3.4 Sizing

Proper sizing of the Cree LEDs logo is critical to ensure the impact of the ingredient brand.

3.4.1 Minimum size in print

The Cree LEDs logo must be shown no less than 13mm wide (.5 inches) when printed.

3.4.2 Recommended minimum size for online and video use

It is recommended that the Cree LEDs logo be reproduced no smaller than 70 pixels wide when used on-screen and in video.

3.4.3 Signage and other large format usage

If the logo is larger than 30cm (12 inches) wide then remove the “®”.

3.4.4 Size exceptions

With the express written consent of an authorized representative of Cree, the size requirements may be relaxed on items where the available physical space or graphic resolution is limited. Contact Cree at: [email protected].

.5” (13mm)

(Actual Size)

70 pixles

greater than 30cm (12 inches)



3.5 Logo placement

3.5.1 Subordinate status and inferred association

The Cree LEDs logo should always be smaller and less prominently placed than your company logo. The Cree LEDs logo is an ingredient in your larger brand identity and should be placed and sized as such. • Do not position the Cree LEDs logo above your mark.

• Do not make the Cree LEDs logo larger than your mark.

• Do not graphically link the Cree LEDs logo to your mark.

• Under no circumstances should the logo be used in a manner that obscures or misleads the public regarding the business relationship that you have with Cree.

3.5.2 Inferred association with OEM customers

The Cree LEDs logo must not be placed in a position that infers Cree is legally associated with other listed ingredients or companies.

PARTNERLOGO

PARTNERLOGO

PARTNERLOGO

PARTNERLOGO


4.0 :: EXAMPLES: WHERE TO USE THE LOGO AND TRADEMARK



4.0 Examples: Where to use the logo and trademark

Pages 17-23 show examples of use of the Cree LEDs logo in collateral and marketing materials.

Please contact Cree at [email protected] or call us at 919.313.5300 and request a marketing contact if you have any questions as to the use of the logo or trademark.



4.1 Printed Literature: Brochures

OEMLOGO

Energy efficientZ38LED SPOTLIGHTS

Powered by

OEMLOGO


OEMLOGO

Cree PoweredZ38LED SPOTLIGHTS

OEMLOGO


• The mark is not subordinate to OEM customer logo.

• Logo clear space is violated.

• The mark is positioned in color on a colored background.

• Improper use of Cree brand in the headline.

• The mark is improperly positioned within a graphic element.



LIVING SPACE GATHERING SPACE WORKSPACE

OEMLOGO

Cree light

Z38LED SPOTLIGHTS

The Z38 is an LED spotlight for use in residential, commercial and institutional applications. With full dimming and worldwide universal voltage capabilities it is a world leading high efficiency LED spot-light.

Product Description

• Integrated thermal management system conducts heat away fromLEDs and transfers it to the surrounding environment. LED junctiontemperatures stay below specified maximums in worst case installations.• One piece aluminum lower reflector redirects light and conducts heataway from LEDs.• Rugged upper housing protects driver and power supply.• Lower reflector easily accommodates snap-in trims.

Performance Summary• Delivered light output = 575 lumens• Input power = 10.5 Watts• CRI = 90

Ordering Information• LR6 120V, 2700K, Edison Base, 575 Lumens

• CCT = 2700K• Dimmable to 5%• Five Year Warranty• Designed to last 50,000 hours

ZONAL LUMEN SUMMARY

ZONE LUMENS %LAMP %FIX0˚- 30˚ 242 42.10 42.10 0˚- 40˚ 371 64.60 64.600˚- 60˚ 521 90.60 90.600˚- 90˚ 575 100.00 100.00


OEMLOGO

Beautiful light

Z38LED SPOTLIGHTS


Product Description





ZONAL LUMEN SUMMARY



OEMLOGO

Beautiful light

Z38LED SPOTLIGHTS


Product Description





ZONAL LUMEN SUMMARY



OEMLOGO

Beautiful light

Z38LED SPOTLIGHTS


Product Description





ZONAL LUMEN SUMMARY


• The mark is placed directly on the product.

• Improper use of Cree brand in the script headline.

• The logo clear space is violated.

• The mark is not subordinate to the OEM customer brand.

4.2 Spec sheet / Cut sheet



4.3 Advertising

OEMLOGO


The Z38 is an LED spotlight for use in residential, commercial and institu-tional applications. With full dimming and worldwide universal voltage capabilities it is a world leading high efficiency LED spotlight.

For more information call us at888.888.8888 or visit us at www.oemlogo.com

Powered by:

OEMLOGO




OEMLOGO




OEMLOGO

Cree light Z38LED SPOTLIGHTS




• The mark is larger than the OEM customer logo and positioned on a busy background.

• The mark is improperly positioned within a graphic element.




4.4 Web Site


S E A R C H

OEMLOGO

Energy efficient

Z38LED SPOTLIGHTSThe Z38 is an LED spotlight for use in residential, com-mercial and institutional applications. With full dimming and worldwide universal voltage capabilities it is a world leading high efficiency LED spotlight.

Energy efficient


S E A R C H

OEMLOGO

Z38LED SPOTLIGHTSThe Z38 is an LED spotlight for use in residential, com-mercial and institutional applications. With full dimming and worldwide universal voltage capabilities it is a world leading high efficiency LED spotlight.


S E A R C H

OEMLOGO

Z38

Energy efficient

LED SPOTLIGHTSThe Z38 is an LED spotlight for use in residential, com-mercial and institutional applications. With full dimming and worldwide universal voltage capabilities it is a world leading high efficiency LED spotlight.


• The mark is improperly placed on a busy photographic background.

Show your customers why Cree LEDs really make a difference. Link the Cree LEDs ingredient brand logo on your website to: http://www.cree.com/led-components-and-modules/why-cree/lighting-buyers



4.5 Online advertising

POWERED BY: OEMLOGO

LED SPOTLIGHTS Z38


OEMLOGO

LED SPOTLIGHTS

Z38


OEMLOGO

Z38LED DOWNLIGHTS

• The mark is unreadable and placed too close to the OEM customer brand.

OEMLOGO

Z38LED SPOTLIGHTS

Powered by Cree® LEDs



4.6 Online Catalog

• The mark is correctly positioned by each product powered by Cree LEDs.

SPOTLIGHTS > LED > PAR-38

ONLINE CATALOG

PRODUCTS

SPOTLIGHTS

LAMPS

DOWNLIGHTS

BULBS

KITS

TRIM STYLES

Z38 Spotlight650 Lumens10.5 Watts 90 CRI

> DOWNLOAD SPEC SHEET > INSTALLATION GUIDE

Z38X Spotlight650 Lumens20 Watts 90 CRI


Fluorescent Replacement for Recessed 6” Commercial Downlight500 Lumens25 Watts 80 CRI




LAY-IN LIGHTING SPOTLIGHT SCONCE UPLIGHTING OUTDOOR FLOOD

S E A R C HOEMLOGO


ONLINE CATALOG

PRODUCTS

SPOTLIGHTS

LAMPS

DOWNLIGHTS

BULBS

KITS

TRIM STYLES










S E A R C HOEMLOGO


ONLINE CATALOG

PRODUCTS

SPOTLIGHTS

LAMPS

DOWNLIGHTS

BULBS

KITS

TRIM STYLES










S E A R C HOEMLOGO

• The mark is positioned in a way that infers all products on the page are powered by Cree LEDs.

• The mark is placed in an ambiguous position. It is not clear which products are powered by Cree LEDs. Also, the logo clear space is violated.



4.7 Packaging / Product


• The mark is improperly positioned within a graphic element and rotated.


5.0 :: THE CREE TRUEWHITE® TECHNOLOGY INGREDIENT BRAND



5.0 The Cree TrueWhite® Technology ingredient brand

Cree TrueWhite® Technology is an exclusive, award-winning lighting technology offered by Cree to its OEM customers. As part of this OEM relationship, customers use the Cree TrueWhite® Technology logo and the Cree TrueWhite® word mark from Cree, Inc. as an ingredient brand within their customer communications including—but not limited to—advertising, packaging, internet usage and press relations.

Proper usage of the Cree TrueWhite® Technology ingredient brand identifies your product as one that is technologically superior and designed to produce beautiful energy-efficient light for the life of the luminaire.

5.1 Cree TrueWhite® Technology value proposition, positioning and tone

The current LED lighting market is a confusing place. With industry standards in their infancy purchasers of LED lighting face a bewildering array of unfamiliar specs and unverified claims. How do you differentiate your products from those with questionable quality?

The difference begins with Cree TrueWhite® Technology. Powered by some of the industry’s brightest and most energy-efficient LEDs, our award-winning Cree TrueWhite® Technology lets you deliver the optimal combination of high CRI and efficacy in your luminaires. By promoting this ingredient technology you can position your luminaires as among the industry’s best.

In the sections that follow we’ll suggest some language that can be used in crafting copy for advertisements, collateral and press releases.



5.1.1 Value proposition keywords and phrases

• award-winning Cree TrueWhite® Technology

• the industry’s best LED light quality and energy efficiency

• powered by Cree TrueWhite® Technology

• illuminated by Cree TrueWhite® Technology

• Cree LEDs are among the industry’s brightest

• highest performing

• bright, beautiful light

• beautiful, warm, white light

• the bright, beautiful light of an incandescent bulb

• more energy efficient than a fluorescent

• CRI of at least 90

• consistent light

• LEDs contain no toxic mercury

• designed for a lifespan of 50,000 hours



5.1.2 Value statement in 25 words or less

Cree TrueWhite® Technology delivers exceptional color quality (90+ CRI) and industry-leading efficacy. Colors show truer, spaces are brighter and significant energy savings are real.


Cree TrueWhite® Technology delivers an exclusive combination of industry-leading efficacy (up to 150 lumens per watt) and 90+ CRI to lighting applications. Featuring high R9 values, spaces are brighter and colors are more vivid under beautiful white light- all while offering significant energy savings compared to traditional technologies.


Cree TrueWhite® Technology provides exceptional color quality to lighting applications. Featuring a broad spectral power distribution, Cree TrueWhite® Technology delivers 90+ CRI, high R9 values, and accurate and consistent color. The result is high performing, beautiful white light that can dramatically improve the visual appearance of both interior and exterior spaces- all while offering significant energy savings compared to traditional technologies. Cree TrueWhite® Technology – Saving Energy Never Looked So Good.

5.1.5 Possible Headline

Cree TrueWhite® Technology – Saving Energy Never Looked So Good.



5.3 Color specification

The Cree TrueWhite® Technology logo should appear in “Cree Blue” as defined below:


When using the Cree TrueWhite® Technology logo, third parties must use camera-ready art or approved computer graphic files supplied by Cree and may not generate the logo independently.

Cree will supply computer graphic files and camera-ready artwork of the Cree TrueWhite® Technology logo. Do not generate the Cree TrueWhite® Technology logo on your own.





The Cree TrueWhite® Technology logo can appear in three color formats: Cree Blue (PMS 294), solid black or a solid white, knockout version.

The Cree TrueWhite® Technology logo can only appear on a white, black or Cree Blue (PMS 294) background.

No other colors or combinations are permitted without the express written consent of an authorized of Cree corporate marketing representative. Contact: [email protected]


Cree Blue (PMS 294) lettering on a white background.





5.3.2 Examples of incorrect background usage The Cree TrueWhite® Technology logo may not be placed on a busy, obtrusive or colored back-ground. The following are a few examples of unacceptable uses.

5.3.3 Incorrect usage examples 1., 2. Do not change the colors of the logo.3. Do not use other types of typefaces for the logo.4. Do not skew the logo. 5. Do not distort the logo.6. Do not rotate the logo.7. Do not add elements to the logo.8. Do not substitute any part of the logo.9. Do not separate any of the logo’s elements.10. Do not rearrange any parts of the logo.11. Do not violate the clear space of the logo.12. Do not let text run into the logo.

1. 2. 3. 4. 5. 6. 7.

8. 9. 10.

Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo.

11.

Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo.

12.




The Cree TrueWhite® Technology logo should be surrounded by a region of background color at least as wide as the lettering height, as shown below:


The Cree TrueWhite® Technology logo should never be presented such that it could be viewed as a compound mark. For example: the Cree TrueWhite® Technology logo should never be shown physically touching or adjacent to another mark such that the two marks appear to be part of the same overall trademark.



XYZ PARTNERS



5.5 Sizing

Proper sizing of The Cree TrueWhite® Technology logo is critical to ensure the impact of the ingre-dient brand.


The Cree TrueWhite® Technology logo must be shown no less than 19mm wide (.75 inches) when printed.


It is recommended that the Cree TrueWhite® Technology logo be reproduced no smaller than 70 pixels wide when used on-screen and in video.


If the logo is larger than 30cm (12 inches) wide, remove the “®”.

.75” (19mm)

70 pixels

greater than 12 inches





5.6 Logo placement


The Cree TrueWhite® Technology logo should always be smaller and less prominently placed than your company logo. The Cree TrueWhite® Technology logo is an ingredient in your larger brand identity and should be placed and sized as such. • Do not position the Cree TrueWhite® Technology logo above your mark.

• Do not make the Cree TrueWhite® Technology logo larger than your mark.

• Do not graphically link the Cree TrueWhite® Technology logo to your mark.




5.6.2 Inferred association with OEM customers

The Cree TrueWhite® Technology logo must not be placed in a position that infers Cree is legally associated with other listed ingredients or companies.

OEMLOGO

OEMLOGO

OEMLOGO

OEMLOGO


6.0 :: EXAMPLES: WHERE TO USE THE LOGO AND TRADEMARK



6.0 Examples: Where to use the logo and trademark

Pages 37-43 show examples of use of the Cree TrueWhite® Technology logo in collateral and marketing materials.

Please contact Cree at [email protected] or call us 919.313.5300 and request a marketing contact if you have any questions as to the use of the logo or trademark.



6.1 Printed literature: Brochures

OEMLOGO

Beautiful light QR6CREE LED

DOWNLIGHTS

OEMLOGO

CreeTrueWhiteQR6LED DOWNLIGHTS

OEMLOGO

Beautiful lightQR6LED DOWNLIGHTS

OEMLOGO

Beautiful light QR6LED DOWNLIGHTS

Powered by



• The mark is positioned in color on a color background.

• Improper use of Cree TrueWhite® Technology brand in script headline.

• The mark is rotated and improperly positioned within a graphic element.




OEMLOGO

Cree TrueWhite

QR6LED DOWNLIGHTS

OEM LED QR6 downlights are perfect for residential, office or commercial use. Powered by Cree TrueWhite® Technology they deliver the industry’s highest light quality and energy efficiency.

Product Description

The QR6 is an LED downlight for use in residential and light commercial appli-cations. Designed for new construction and retrofit, it easily installs into most standard six inch recessed IC or non-IC housings.





ZONAL LUMEN SUMMARY



OEMLOGO

Beautiful light

QR6 CREE LED DOWNLIGHTS


Product Description





• CCT = 2700K• Designed to last 50,000 hours

ZONAL LUMEN SUMMARY



OEMLOGO

Beautiful light

QR6LED DOWNLIGHTS


Product Description





• CCT = 2700K• Designed to last 50,000 hours

ZONAL LUMEN SUMMARY



OEMLOGO

Beautiful light

QR6LED DOWNLIGHTS


Product Description






ZONAL LUMEN SUMMARY


• The mark is placed directly on the product.

• Improper use of Cree TrueWhite® Technology brand in the script headline.

• The mark is larger than the OEM brand and its space guidelines are violated.



6.2 Spec sheet / Cut sheet



6.3 Advertising

OEMLOGO



The QR6 is an LED downlight for use in residential and light commercial applications. Designed for new construction and retrofit, it easily installs into most standard six inch recessed IC or non-IC housings.


OEMLOGO

Beautiful light QR6WITH CREE TRUEWHITE LEDS




OEMLOGO

Powered by CreeQR6LED DOWNLIGHTS




OEMLOGO






• The mark is larger than the OEM customer logo and incorrectly placed on the photo background.


• The mark is improperly positioned within a graphic element and spacing is violated.




6.4 Web Site


S E A R C H

OEMLOGO

Beautiful light

QR6LED DOWNLIGHTSOEM LED QR6 downlights are perfect for residential, office or commercial use.

Powered by Cree TrueWhite® Technology they deliver the industry’s highest light quality and energy efficiency.


S E A R C H

OEMLOGO

Beautiful light

QR6LED DOWNLIGHTSOEM LED QR6 downlights are perfect for residential, office or commercial use.



S E A R C H

OEMLOGO


OEM LED QR6 downlights are perfect for residential, office or commercial use.



• The mark is improperly placed on a busy photographic background.



6.5 Online advertising

• The mark is not subordinate to the OEM customer brand and it is positioned too closely to the other elements.


• The mark is placed too close to the OEM customer brand.

OEMLOGO

QR6LED DOWNLIGHTS

Powered by Cree TrueWhite® Technology.

OEMLOGO

QR6LED DOWNLIGHTS

OEMLOGO

QR6LED DOWNLIGHTS

Powered by Cree TrueWhite® Technology.

OEMLOGO

QR6LEDDOWNLIGHTS



6.6 Online catalog

DOWNLIGHTING > LED > 6”

ONLINE CATALOG

PRODUCTS

6” DOWNLIGHTS

4” DOWNLIGHTS

500 LUMENS

650 LUMENS

1000 LUMENS

TRIM STYLES

QR6 Recessed 6” Downlight650 Lumens10.5 Watts 90 CRI


AB6 Recessed 6” Downlight650 Lumens20 Watts 90 CRI






LAY-IN LIGHTING DOWNLIGHTING SCONCE UPLIGHTING OUTDOOR FLOOD

S E A R C HOEMLOGO


ONLINE CATALOG

PRODUCTS

6” DOWNLIGHTS

4” DOWNLIGHTS

500 LUMENS

650 LUMENS

1000 LUMENS

TRIM STYLES










S E A R C HOEMLOGO


ONLINE CATALOG

PRODUCTS

6” DOWNLIGHTS

4” DOWNLIGHTS

500 LUMENS

650 LUMENS

1000 LUMENS

TRIM STYLES










S E A R C HOEMLOGO

• The mark is positioned in a way that infers all products on the page are powered by Cree TrueWhite® Technology.

• The mark is too small and placed directly on the product.

• The mark is correctly positioned by each product powered by Cree TrueWhite® Technology.



6.7 Packaging / Product


• The mark is positioned on top of the product and in a graphic element (side view).

• Improper use of Cree TrueWhite® Technology brand in script headline.


7.0 :: THE BETALED® TECHNOLOGY INGREDIENT BRAND



7.0 The BetaLED® Technology ingredient brand

Ingredient brands are used within Cree products to leverage the benefits of innovativetechnology and components in the market-place. Ingredient brands appear in a definedtext format and have an associated logo used to distinguish product packaging and marketing.

Proper usage of the BetaLED® Technology ingredient brand identifies a product as onethat is technologically superior and designed to produce beautiful, energy-efficientlight for the life of the luminaire.



7.1.1 Color specification

The BetaLED® Technology logo should appear as defined below:

100 Black 60 Black 100 Cyan, 58 Magenta, 0 Yellow, 21 BlackPMS 294


When using the BetaLED® Technology logo, third parties must use camera-ready art or approved computer graphic files supplied by Cree and may not generate the logo independently.

Cree will supply computer graphic files and camera-ready artwork of the BetaLED® Technology logo. Do not generate the BetaLED® Technology logo on your own.





The BetaLED Technology logo can appear in three color formats: “Black with CreeBlue”, solid black or a solid white, knockout version. No other colors or combinationsare permitted.


Black, Grey and Cree Blue (PMS 294) lettering on a white background.





7.1.3 Examples of incorrect background usage The BetaLED® Technology logo may not be placed on a busy, obtrusive or multiplecolorbackground. The following are a few examples of acceptable and unacceptable uses.

7.1.4 Incorrect usage examples 1., 2. Do not change the colors of the logo.3. Do not use other types of typefaces for the logo.4. Do not skew the logo. 5. Do not distort the logo.6. Do not rotate the logo.7. Do not add elements to the logo.8. Do not substitute any part of the logo.9. Do not separate any of the logo’s elements.10. Do not rearrange any parts of the logo.11. Do not violate the clear space of the logo.12. Do not let text run into the logo.

1. 2. 3. 4. 5. 6. 7.

8. 9. 10. 11.

Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo. Do not violate the clear space of the logo.

12.

Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo. Don’t let text run into the logo.




The BetaLED® Technology logo should be surrounded by a region of background color at least as wide as shown below:


The BetaLED® Technology logo should never be presented such that it could be viewedas a compound mark. For example: the BetaLED® Technology logo should never beshown physically touching or adjacent another mark such that the two marks appearto be part of the same overall trademark.





greater than 30cm (12 in)

7.3 Sizing

Proper sizing of the BetaLED® Technology logo is critical to ensure the impact of the ingredient brand.


The BetaLED® Technology logo must be shown no less than 13mm wide (0.5 in) when printed.


It is recommended that the BetaLED Technology logo be reproduced no smaller than 70 pixels wide when used on-screen and in video.


If the logo is larger than 30cm (12 inches) wide, remove the “®”.

70 pixels

1” (25.5mm)

(Actual Size)





7.4 Logo placement


The BetaLED® Technology logo should always be smaller and less prominently placedthan the Cree logo. The BetaLED Technology logo is an ingredient in our larger brandidentity and should be placed and sized as such. • Do not position the BetaLED Technology logo next to the Cree logo.

• Do not make the BetaLED Technology logo equal or larger than the Cree logo.

• Do not graphically link the BetaLED Technology logo to the Cree logo.


7.4.2 Inferred association with third parties

The BetaLED Technology logo must not be placed in a position that infers Cree is legally associated with other listed ingredients or companies.


8.0 :: HOW CAN WE HELP? CONTACT US



8.0 How can we help?

If you have questions about proper usage of the Cree ingredient brand trademarks in collateral, advertising, online, video, public relations materials or white papers please contact us.

We’re happy to answer your questions. Send us an email or give us a call and request a marketing representative.

email: [email protected]: 919.313.5300

Cree Corporate Headquarters4600 Silicon DriveDurham, NC 27703www.cree.com

Thank you for choosing Cree.

Thank you for supporting Cree as a company and brand. Our mission, to obsolete traditional lighting technologies, is only possible through continued support of our OEM customers and customers.

Cree®, Cree TrueWhite®, TrueWhite®, BetaLED®, and the BetaLED Technology logo are registered trademarks, and the Cree logo, the Cree LEDs logo, and the Cree TrueWhite Technology logo are trademarks of Cree, Inc.

INGREDIENT BRAND STYLE GUIDE - Cree Inc. · INGREDIENT BRAND STYLE GUIDE 3 VERSION 5.0 JUNE 2015...

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Transcript of INGREDIENT BRAND STYLE GUIDE - Cree Inc. · INGREDIENT BRAND STYLE GUIDE 3 VERSION 5.0 JUNE 2015...