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GROWING TOGETHER
MOVING TOGETHERB R A N D C O N T I N U I T Y G U I D E
PUMP & IRRIGATION
CANADA MÉXICO TAIWAN
ENGINEERED PRODUCTSPUMP COMPANY
FLINT & WALLING
CUSTOM CONTROLS
WATER SYSTEMS
ENVIRONMENTAL
W O L F P U M P
TABLE OF CONTENTSW E L C O M E03 Letter from Leadership
04 Historical Overview
O V E R V I E W06 How to Use This Guide
07 Approvals, Reviews and Contacts
08 FAQs
B R A N D R A T I O N A L E
10 DefiningZoeller
13 Corporate Elevator Speech
14 Tagline and Name Usage
B R A N D I D E N T I T Y
16 Corporate Logo Guidelines and Usage
20 Meatball Guidelines and Usage
22 Font Usage
23 Wolf Pump
WE ARE ALL RESPONSIBLE FOR OUR BRAND IMAGE
W E L C O M E Letter from Leadership
B R A N D C O N T I N U I T Y G U I D E ©2017 // Zoeller 3
IampleasedtopresenttheZoellerCompanyCorporateBrandContinuityGuide.ThisGuideisinplacetounifyour
marketingeffortsacrossallZoellerdivisionsbycreatingbrandcontinuityacrossallcommunicationchannelsinthe
marketplace.Ourgoalistobuilduponaconsistentbrandimageandcreatealookandfeelwithinthemarketthatis
unmistakablyrecognizedasTheZoellerCompanyanditsFamilyofWaterSolutions.
WeareallresponsibleformaintainingtheintegrityoftheZoellerbrand.Zoelleremployeeswithinalldivisionsand
subsidiariesareexpectedtofollowtheparametersoutlinedinthisContinuityGuideinallcommunications.While
our goal is not to create templates for our divisions, we instead strive for continuity that allows our marketing
departmentstheflexibilitytocatercommunicationsandcampaignstotheirspecificmarkets,allwhilemaintaining
theintegrityoftheparameterssetforwardinthisguide.Creatingthiscontinuityinthelookandfeelofourbranding
shouldpubliclyandeasilyidentifyeachdivisionaspartofthewhole–ZoellerCompany.
We also ask that our customers, representatives, and anyone presenting our product or name on our behalf follow
thisGuidetoprotectourbrandandthevalueswestandfor.
WithinthepagesofthisGuide,youwillfindparametersfortheuseofourlogos,taglines,brandcolors,graphic
styling,andmore.Ihopeyouwillfindthisinformationusefulandhelpful.Ifthereareaspectsregarding
applicationofourbrandthatarenotcoveredinthisGuide,CorporateMarketingshallbenotified.Furthermore,
the use of any branded material that is outside the scope of these parameters must receive prior approval from
ZoellerCorporateMarketing.
Ifyouhaveanyquestionsabouttheseguidelines,pleasecommunicatewithourCorporateMarketingDepartment.
ThankyouforrepresentingandbuildingupontheZoellerbrand.
Sincerely,
JohnA.Zoeller,PE,CEO
THIS IS ZOELLER COMPANY
W E L C O M E Historical Overview
B R A N D C O N T I N U I T Y G U I D E ©2017 // Zoeller 4
ZoellerCompanyisfoundedbyAugust“Pop”Zoellerashebeginsdesigningandbuildingpedestalsump
pumpsinthebasementofhishome.
ZoelleracquiresAtoZCustomMolding,nowknownasLincolnIndustries,Inc.,inBoonville,Indiana.This
enablescontrolledmanufacturingofplasticcomponents.
Tosatisfycustomizedordersfortheindustrialandmunicipalmarkets,ZoellerEngineeredProductsis
started,offeringheavy-duty,solids-handlingandgrinderpumpsupto50HP.
ZoelleracquiresFlint&WallinginKendallville,Indiana.Asawell-knownandtrustedmanufacturerof
potable water pumps founded in 1866, Flint & Walling brings a new aspect of water solutions to the
Zoellerfamilyofcompanies.
ZoellerPumpCompanyisestablishedasadivision.BasedinLouisville,Kentucky,thislinemanufactures
residentialandlightcommercialpumpsformovingwaterupandout.
ZoellerTaiwanisestablishedinTaipeiwithfullengineering,sales,andmarketingstaffinadditionto
lightmanufacturing.
ZoellerOnsite,Zoeller’sonsitewatersolutionsdivision,isrenamedClarusEnvironmentaland
incorporatedintothefamilyofcompanies.
ZoellerCanadaisestablishedasalegalsalesofficeandwarehouseinTorontotobetterservethe
Canadianmarket.
ZoelleracquiresTulsarCanadainTorontoasitscustomcontrolpanelmanufacturerwithintheindustry.
ZoelleracquiresWolfPumpinAbernathy,Texastofurtherextendmanufacturingforcustomized
submersibleandturbinepumpsforindustrialandirrigationapplications.
ZoelleracquiresTruNorthComponents,anOEMmanufacturerofaircompressorsandvacuumpumpsin
Plymouth,Wisconsin,toallowmoreopportunitytomoveandtreatwaterwithair.
ZoellerlegallyincorporatesZoellerMéxicoasitssalesofficeanddistributioncenterinGuadalajara,Mexico.
1939
1986
1990
2000
2001
2004
2007
2012
2013
2014
2015
Throughpersistenceandacommitmenttonevercompromiseourcompanyvalues,ZoellerCompanynowhasfourth-
generationleadershipandistheoldestsubmersiblepumpmanufacturerintheUnitedStates.
Overview
B R A N D C O N T I N U I T Y G U I D E ©2017 // Zoeller 5
USING THIS GUIDE
O V E R V I E W How to Use This Guide
B R A N D C O N T I N U I T Y G U I D E©2017 // Zoeller 6
ZoellerCompanyisagrowingcorporationthatdoesbusinessinmorethan50countries.Wecommunicatewiththe
worldincountlessways.TomaintainastrongbrandidentityamongalldivisionsthatmakeuptheZoellerFamilyof
WaterSolutions™,allmarketingcommunicationsshouldmeetthecriteriainthisBrandContinuityGuide.Tomakeit
easier,allcommunicationscanbebrokendownintotwocategories:inward-facingandoutward-facing.
INWARD-FACING COMMUNICATIONSThese include all communications that occur away from the public eye, such as internal emails, memos, meeting
notes,andinternalsignage.Inshort,ifitwillmorethanlikelyneverbeseenbyanyoneoutsideofZoellerora
Zoellersubsidiary,thenitisinward-facing.
OUTWARD-FACING COMMUNICATIONSOutward-facingcommunicationscarrygreaterresponsibilitybecausetheyrepresentZoellerCompanyasawhole
tothepublic.Theseencompasseverythingfromproductpackagingandlabelingtowebsitesandsignage–along
withallsales,marketing,andPRefforts.ItisimportantthateveryonewhointeractswithanydivisionofZoeller
Company – including vendors, representatives, customers, and competitors – is presented with a clear, consistent
impressionofourbrand.
PRODUCTION MATERIALSThecriteriainthisBrandContinuityGuideapplytoalloutward-facingmarketing,advertising,andpromotional
communications.Standardproductionmaterialssuchasinstallationinstructions,labels,cartons,etc.maynotbe
applicabletothefullextentandshouldbeapprovedattheMarketingDepartment’sdiscretion.
REVIEWING PROJECTS USING THIS GUIDEKeepthisGuideclose.It’stheeasiestwaytoensurethatyourprojectpresentsaclear,conciseimpressionofthe
Zoellerbrandandallourdivisions.Everythingyouneedforreviewinganycommunicationspieceorpromotional
itemcanbefoundinthisGuide,includingguidelinesforlogos,fonts,graphics,messaging,andmore.Comparing
your piece against these guidelines before you submit it for feedback should greatly expedite the approval and
publishingprocess.
Inadditiontofollowingtheseguidelines,itisvitalthateveryprojectisproofread,whetheritisinternaloroutward-
facing.Havesomeonewhoisnotasfamiliarwiththeprojectreviewitforspelling,grammar,correctphone
numbers,etc.Cleanandconsistentpresentationofcontentprotectsourbrand,growsnamerecognition,andbuilds
credibilitywithinourindustry.
BRAND CONTINUITY CONTACTS
O V E R V I E W Approvals, Reviews, and Contacts
B R A N D C O N T I N U I T Y G U I D E ©2017 // Zoeller 7
LOUISVILLE, KYSALES AND MARKETING DIRECTOR(ZOELLER PUMP COMPANY, ZOELLER ENGINEERED PRODUCTS, CLARUS ENVIRONMENTAL)
MarkHuntebrinker|[email protected]
KENDALLVILLE, IN AND ABERNATHY, TXSALES AND MARKETING DIRECTOR (FLINT & WALLING, WOLF PUMP, STAR WATER SYSTEMS)
JustinRamsey|[email protected]
CANADAMARKETING AND BUSINESS DEVELOPMENT MANAGER(TULSAR CANADA, ZOELLER CANADA)
SherifYoussef|[email protected]
INTERNATIONALCORPORATE INTERNATIONAL SALES AND MARKETING MANAGER(ALL BRANDS)
JasonNett|[email protected]
CORPORATECORPORATE VP OF SALES & MARKETING(ALL BRANDS)
ScottLechner|[email protected]
DIGITAL MARKETING MANAGER (ALL BRANDS)
ColeenByrn|[email protected]
O V E R V I E W FAQs
B R A N D C O N T I N U I T Y G U I D E ©2017 // Zoeller 8
FREQUENTLY ASKED QUESTIONSMAY I USE THE LOGO IN MY POWERPOINT PRESENTATION?
Yes.JustbesuretofollowthelimitationsandguidelinesoutlinedinthisGuide.
DO I NEED APPROVAL EVERY TIME I USE THE ZOELLER LOGO OR A DIVISION LOGO?
No.Onceyouhavepermissiontouseourlogosinyourmaterials,simplyfollowtheguidelinesandrulesfor
properlogousagefoundinthisdocument.Ifyouhavefurtherquestions,pleasecontactmarketing.
MAY I CHANGE THE ZOELLER LOGO?
No.Guidelinesforproperlogousageandrestrictionscanbefoundonpages18-22.Theseguidelinesand
restrictionsalsoapplytoalldivisionlogos.
MAY I USE THE IMAGES AND LOGOS FROM YOUR WEBSITE?
AslongasyouhavewrittenconsentfromZoellerCompanyoritsrelevantdivision.Justbesuretoconsult
thisGuideforproperusage.
WHAT TYPE OF RESOLUTION SHOULD I USE FOR ZOELLER COMPANY LOGOS?
Ifitisforuseonyourwebsiteoranydigitalmedia,alow-resfilewillsuityourneeds.Ifyouwillbeprinting
ourlogosonformalpromotionalmaterials,youwillneedahigh-resfile.Inthiscase,contactmarketing.
ARE THERE DIFFERENT GUIDELINES FOR INTERNATIONAL USAGE?
Onpage21ofthisGuide,you’llfindlogousageforourentitiesinCanada,Mexico,andTaiwan.Thesamelogo
guidelinesandbrandstandardsapplyperrelevantproductline.
Q:
A:
Q:
A:
Q:
A:
Q:
A:
Q:
A:
Q:
A:
BrandRationale
©2017 // Zoeller 9 B R A N D C O N T I N U I T Y G U I D E
B R A N D R A T I O N A L E Defining Zoeller
©2017 // Zoeller 10 B R A N D C O N T I N U I T Y G U I D E
DEFINING ZOELLERBRAND POSITIONING STATEMENT A brand positioning statement is the message we want to convey to our audiences, including current customers,
potentialcustomers,vendors,partners,andthegeneralpublic.Itsimplifieswhatwestandforasacorporation,
what each of our divisions holds as a common purpose, and a basis by which we can gauge any decisions that
mayaffectourbrandimage.
Zoeller Brand Positioning:
Around the world, people dependontheZoellerfamily of companies and their products to move and treat water.
CORPORATE MANIFESTO Acorporatemanifestobreatheslifeintoourcompany’sbrandvalues.Itisapowerfulstatementthatshareswho
ourcompanyis,howweserveourcustomers,andwhythatmakesadifference.Themanifestoalsoservesasour
organization’srallyingcry,unifiesandinspiresinternalaudiences,andgivespurposetoeachaction
andtransaction.
Zoeller Company Manifesto:
Regardlessofthetypeofproductsacompanyoffers,whateverymanufacturerisreallybuildingisareputation.
AndatZoellerCompany,wecouldn’tbeprouderormoreprotectiveofthestronglegacywe’vebuiltfor
engineeringexcellence,productdurability,exceptionalservice,andhonestleadership.Wemaintainquality,
service,innovation,andintegrityineverythingwedo.
Throughoutthewaterindustryandbeyond,theZoellernameissynonymouswithdurability.AcrossallZoeller
brands,ourproductssimplyperformbetterandlastlonger.Itallcomesdowntothedetails.Wearemeticulous
ineverystepofourdesignandmanufacturingprocesses.Then,andthisiswherewedistinguishourselves,we
rigorouslytesteverysingleproduct–everysingletime.Thisvitalstepensuresthateveryoneofourproducts
works,everytime.Noonecanmatchthislevelofproductconfidence.So,whenyouseetheZoellername,you
canresteasyknowingthatourproductswilldeliver.Westakeourreputationonit.
Zoeller.Trusted.Tested.Tough.TM
CORE TENETSOurcoretenetsdefinethefunctionsofZoellerCompanyandtheproductsandservicesprovided
byeachofourdivisions.ThisishowwedefineourselvesastheZoellerFamilyofWaterSolutions™.
Water Movement In: Brings water in or toward a purpose – typically relating to groundwater or potable water
Water Movement Out: Removeswaterortakesitawayfromanarea–typicallyrelatingtowastewateroreffluent
Water Treatment: Prepares water to be used for its next purpose
B R A N D R A T I O N A L E Defining Zoeller
©2017 // Zoeller 11 B R A N D C O N T I N U I T Y G U I D E
CORE VALUES
DEFINING OUR BRAND
Ease of Business
LongView
Relational
FAMILYCOMMITMENT
Testing Protocol
Support
DEPENDABILITY
Vertical Integration
Strong Values
Dependable
Service
Responsive
American MadeDurable
Trustworthy
Good Support
Minimal Outsourcing
HonestGood People
Good Reputation
Customer Service
Small Company
Longevity
Tested
Caring
Ease of BusinessReliable
QualityFamily
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
B R A N D R A T I O N A L E Defining Zoeller
©2017 // Zoeller 12 B R A N D C O N T I N U I T Y G U I D E
BRAND ARCHITECTUREZoellerCompanyistheparentcompanyforavarietyofentities.Thechartbelowillustrateshowthesecompanies
allworktogethertocompletetheZoellerFamilyofWaterSolutions™.Themostimportanttakeawayfromthis
corporatestructureisthateachoftheseentitiesisanextensionoftheoverallZoellerbrandandtherefore
responsibleforitspublicimage.
PATHTOM
ARKET
CO
MP
ON
EN
TS (ExclusivetoZoeller) (ExclusivetoZoeller) (Provider of
Components)(Provider to OtherIndustries)
MA
NU
FA
CT
UR
ER
S
W A T E R M O V E M E N T I N
I N T ’ L S A L E S O F F I C E S C U S T O M E R S
Wholesale Distributors
Contractors
Engineers
Municipalities
O M N I - C H A N N E L
W A T E R M O V E M E N T O U T
W A T E R T R E A T M E N T
DIS
TR
IBU
TIO
N
T O E N D U S E R
(SharedwithinIndustry)
Retail
(Private Label)UtilitechH2O Pro
Etc.
E-commerce
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPSPUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 13 B R A N D C O N T I N U I T Y G U I D E
CORPORATE ELEVATOR SPEECH
B R A N D R A T I O N A L E Corporate Elevator Speech
AnelevatorspeechisaquickglimpseatwhoZoelleris.Imagineyou’reridinginanelevator.Thestrangerbeside
youasks,“WhatisZoeller?”Youranswerdependsonhowlongyou’llbeintheelevatorandhowmuchthe
listenerwantstoknow.Inlessthan30seconds,youcansharebasicinformation.Ridingupanotherfewfloors
givesyoutimetoexplainwhoZoellerisandwhatwedo.Alongerridewithamorecuriousaudienceallowsyou
toprovideaninspiringmessageaboutthelastingpowerofZoeller’scorevalues.
BelowareexamplesofcorporateZoellerelevatorspeechesmeanttoinform,explain,orinspire.Eachperson’s
speechwillbedifferentbasedonindividualpersonalexperience.Thoughitshouldberehearsedandmemorized,
eachperson’selevatorspeechshouldexudethepassionheorshefeelsaboutanaspectofthecompany.Thisis
meant to engage your listener in further conversation and prompt deeper questions about who we are and why
wedowhatwedo.
INFORM Zoellerisafamilyofmanufacturingcompaniessupplyinghighlydependableproductsthatmoveandtreatwater
inresidential,commercial,andindustrialindustriesaroundtheglobe.
EXPLAINWe design, manufacture, and distribute a variety of water pumps, controls, and systems that are trusted to work
fromthemomenttheyareconnected.Weserveawiderangeofmovementandtreatmentneedsbeginningwith
movingwaterfromthegroundandendingwhenitisreturnedtotheground.
INSPIRETheZoellerfamilyofbrandsisnotonlyunitedintheirpurposeandproducts,butalsoinhowweoperate.We
putourcustomersfirst,insistonproductquality,andprovideeasy,exemplaryservice.Wefocusonbuildingtrust
throughhonoringourpersonalcommitmentsanddeliveringhigh-quality,dependableproducts.Simplyput,that’s
theZoellerway.
©2017 // Zoeller 14 B R A N D C O N T I N U I T Y G U I D E
B R A N D R A T I O N A L E Tagline and Name Usage
TAGLINE
ZOELLER IN WRITTEN FORM
CORPORATE ENDORSEMENT
Trusted.Tested.Tough.
Zoeller Family of Water Solutions
Starts with positive attribute
Highlightsdifferentiatorofrigoroustesting
Action oriented
Conveys core value of dependability
Puts products in positive light
IftheZoellertaglineisusedaspartofthelogo,itshouldalwaysappearinAllerLight,upperandlowercase,and
letter-spacedasshownbelow.Thetaglineshouldonlyappearinblack,white,oroneoftheapprovedcorporate
colors.Butwhenthetaglineisusedasamajordesignelement–suchasaheadlineorgraphic–fonts,colors,letter
spacing,etc.,areuptothedesigner.Justbesuretogetfinalapprovalfromthemarketingdepartment.Inthesecases,
useoftheprimarylogowithoutthetaglineistherightchoice.
“Zoeller®Company”istheofficialnameofthecorporationwhichtheaffiliateddivisions/brandsfallunder.
Zoellerisaregisteredtrademark.Asuper-scripted“®”symbolmustbeincludedwiththefirstappearanceof
the“Zoeller®Company”nameinanybrochure,advertisement,correspondence,website,etc.The“®”symbol
isnotalegalrequirement,thereforethe“®”maybedroppedinanyadditionalappearancesof“Zoeller
Company”namewithinthesamepiece.
Whenreferringtothecorporatebrandonly,use“Zoeller®Company”atfirstreference.Afterthat,youmayuse
“ZoellerCompany”orsimply“Zoeller.”
InordertoleveragetheZoellernameandshowtherelationshipamongthedivisions,thistaglinemaybeused
whenappropriateforaudienceandcontextinpresentationsandothermarketingmedia.
Whenused,thisendorsementshouldappearinthebottomright-handcornerinUniversBoldItalic,anditmust
beusedwithasuperscript“TM.”Thismaybeusedin60%black,reverse,oranyprimarybrandcolor.
™
™
BrandIdentity
©2017 // Zoeller 15 B R A N D C O N T I N U I T Y G U I D E
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 16 B R A N D C O N T I N U I T Y G U I D E
PRIMARY CORPORATE LOGO
B R A N D I D E N T I T Y Corporate Logo Guidelines and Usage
MeettheworkhorseoftheZoellerbrand,ZoellerCompany’sofficialcorporatelogo.Itisidentifiedbytwo
distinguishingcomponents:thetypographicelementandtheMeatball.Thistypographicelementwasmeticulously
designedwithspecificanglesinthe1950sbyBobZoeller,thesonofourfounder.Thoughthecompanylogoshave
undergoneafewrevisionsovertheyears,theintegrityofthistypographicdesignremains.
Inthislogo’sprimaryformat,theZoellernameandMeatballshouldbeshowninPantone® 347 along with the
registeredtrademarksymbolsthatshouldalwaysaccompanyeachofthem.Thisversionofthecorporatelogoshould
beyourfirstchoicewheneverpossible.Alternateversionsofthecorporatelogoareavailableanddisplayedinthis
Guide.However,alternatesshouldonlybeusedwhendesignorproductionissuesmakeitimpossibletoreproduce
theprimarylogoclearlyandcorrectly.
MEATBALLTYPOGRAPHIC ELEMENT
TYPOGRAPHIC REGISTERED TRADEMARKMEATBALL
REGISTERED TRADEMARK
[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofPantone® 347 may be used]
Keepingotherelementsacomfortabledistanceawayfromthelogowillgiveittheprominenceitrequiresinany
design.Otherelementsshouldalwaysmaintainaspaceequalinsizetothe“E”aroundallsidesofthelogoart.
To maintain readability and avoid print production limitations, the logo should never appear smaller than
1”(25mm)onanytraditionallyprintedmarketingmaterials.Exceptionsmaybemadeforcertainpromotional
materials,suchaspens,uponapprovalfromthemarketingdepartment.Whilethelogocanbelocatedinvarious
placeswithinadesign,itshouldneverbeplacedlessthan1/2”(13mm)awayfromthetrimedge.
Right side of Meatball is flushwiththeleftsideofthe typographic element
Typographic registration mark isinthebottomright,flush
with the bottom of the R
Both registration marks are the same size
Height of Meatball is equivalent to the bodyheightoftheZ
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
B R A N D C O N T I N U I T Y G U I D E©2017 // Zoeller 17
B R A N D I D E N T I T Y Corporate Logo Guidelines and Usage
GRAPHIC PROPORTIONS
LOGO SAFE AREA
MINIMUM SIZE AND PLACEMENT
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
1" (25 mm)
Tomaintainbrandconsistency,theZoellerCompanylogomustneverbealteredfromitsoriginalgraphicproportions.
ItisonlytobeusedinproportionwiththetypographicelementandMeatballasindicatedbelow.
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 18 B R A N D C O N T I N U I T Y G U I D E
ALTERNATE CORPORATE LOGOS
B R A N D I D E N T I T Y Corporate Logo Guidelines and Usage
Thesealternatelogosareintendedforusewhenproductionordesignrestrictionsmakeitdifficultorimpossibleto
reproducetheprimarylogotoitsstandards.Thevariationsthatfollowprovideacceptableoptionsforalternatives
totheprimarycorporatelogo.
LOGO VARIATIONS
PUMP COMPANY PUMP COMPANY
ENGINEERED PRODUCTS
ENGINEERED PRODUCTS
PUMP COMPANY
ENGINEERED PRODUCTS ENGINEERED PRODUCTS
CUSTOMIZED PUMPS
FLINT & WALLING
CUSTOMIZED PUMPS
FLINT & WALLING
WATER SYSTEMS WATER SYSTEMS WATER SYSTEMS
CUSTOM CONTROLS CUSTOM CONTROLS CUSTOM CONTROLS
ENVIRONMENTAL ENVIRONMENTAL ENVIRONMENTAL
CUSTOMIZED PUMPS
FLINT & WALLING
PUMP COMPANY PUMP COMPANY
ENGINEERED PRODUCTS
ENGINEERED PRODUCTS
PUMP COMPANY
ENGINEERED PRODUCTS ENGINEERED PRODUCTS
CUSTOMIZED PUMPS
FLINT & WALLING
CUSTOMIZED PUMPS
FLINT & WALLING
WATER SYSTEMS WATER SYSTEMS WATER SYSTEMS
CUSTOM CONTROLS CUSTOM CONTROLS CUSTOM CONTROLS
ENVIRONMENTAL ENVIRONMENTAL ENVIRONMENTAL
CUSTOMIZED PUMPS
FLINT & WALLING
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
Grayscale | 60% Black
This1-colorgrayscaleversionisshownin60%black.
[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofthecolorslistedbelowmaybeused]
Color Logo with Tagline
This2-colorversionisshownwiththetypographic
element and Meatball in Pantone® 347 and the tagline in
60%black.ThetaglinemayalsobeshowninPantone®
347forasingle-coloroption.Usageofthetaglinewith
the logo is not mandatory, but when it is used it should
bedisplayedintheconfigurationshownabove.The
taglineisjustifiedleftandrighttotheZoellernameand
placedoneandahalftaglineheightsbelowtheZ.
Reversed
Thisversionisshownwithallelementsinwhite.Theblack
box shown here is an illustrated example of a background
onlyandnotacontrolfieldaroundthelogo.
Applied Over a Pattern
Forapatternofdarkcolors,usewhiteforapplication.Inthe
case of patterns with lighter color schemes, apply the logo
inthe100%blackvariation.
Black and White
Thisversionisshownwithallelementsin100%black.
PUMP COMPANY
ENGINEERED PRODUCTS
CUSTOMIZED PUMPS
FLINT & WALLING
WATER SYSTEMS
CUSTOM CONTROLS
ENVIRONMENTAL
CANADA
MÉXICO
TAIWAN
PUMP & IRRIGATION
CANADA MÉXICO TAIWAN
ENGINEERED PRODUCTSPUMP COMPANY
FLINT & WALLING
CUSTOM CONTROLS
WATER SYSTEMS
ENVIRONMENTAL
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
B R A N D C O N T I N U I T Y G U I D E017©2 // Zoeller 19
LOGO RESTRICTIONS
B R A N D I D E N T I T Y Corporate Logo Guidelines and Usage
TheZoellerCompanylogomustalwaysremaineasilyrecognizableandreadable.Nopartofthelogomaybealtered
inanyway,anditmustbereproducedonlyfromapprovedartwork.Belowareexamplesofunacceptableversions
oftheZoellerCorporatelogo.Theserestrictionsareinplacetomaintainbrandconsistency,andtheyapplytothe
primarylogoaswellastheapprovedalternateversions.
Do not stretch the logo horizontally or vertically.
Do not change the colors of the logo.
Do not crop the Meatball when it is part of the
primary logo.
Do not rotate the logo.
Do not change the typographic element.
Do not put an outline or frame around the logo.
Do not alter or rearrange the elements of the logo.
Do not remove the Meatball or registered trademark.
Do not skew the logo.
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
Zoeller
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY
ENGINEERED PRODUCTS
CUSTOM CONTROLS
ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO
TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 20 B R A N D C O N T I N U I T Y G U I D E
THE MEATBALL
B R A N D I D E N T I T Y Meatball Guidelines and Usage
TheZoellerCompany’savatarisknownastheMEATBALL.ItisthesignatureoftheZoellerbrand,whichwasdesigned
toresembleanimpeller,thecommoncomponentofallpumpsmanufacturedbytheZoellerdivisions.Thispowerful
symbolproducesinstantbrandrecognitionandapowerfulself-presence.Duetoourbrandedhousestructure,the
Meatballisusedinthedivisionlogosasanendorsementfromtheparentcompany.
TheMeatballmustalwaysappearwiththeregisteredmarkinitsoriginalgraphicproportionsasindicatedbelow.
TheMeatballcanappearinawiderangeofoptions,dependingonthecircumstances.TheMeatballcanbeenlarged
tomassiveproportionsorreducedtoapea-sizedmark.Itcanbereproducedinalmostanyapplication,aslongasthe
correctoptionischosen.TheMeatballcanappearinblackoranyprimarybrandcolor.Also,Grayscalerulesapplyto
versionsinprimarybrandcolors.
MEATBALL VARIATIONS
OUTER CURVATURES
REGISTERED TRADEMARK
INNER TWO-VANE IMPELLER DESIGN
1-color
This is the preferred version of the
1-colorMeatball.Wheneverpossible,
thisshouldbeyourfirstchoice.
White
This version is to be reversed out of
photographsandcolorbackgrounds.
Grayscale | 60% Black
This is the preferred version of the
grayscaleMeatball.
Grayscale | Screened Back | Minimum 10% Black (10-60% acceptable depending on application)
This version is to be used behind type
and other design elements in any
approved corporate color as a supporting
graphicorwatermark.
Campaign Integration
Occasionally, the Meatball can be dressed up for special
campaignpromotions.Additionalelementsoralternate
treatments of the Meatball are permitted, provided they are
reviewedandapprovedbytheMarketingDepartment.
Do not stretch the Meatball horizontally or vertically.
©2017 // Zoeller 21 B R A N D C O N T I N U I T Y G U I D E
B R A N D I D E N T I T Y Meatball Guidelines and Usage
MEATBALL CROPPING
MEATBALL RESTRICTIONS
AversatileapplicationoftheMeatballistocropitofftheedgeofalayout.TheMeatballmaybecroppedinmanyways,provideditisreviewedandapprovedbytheMarketingDepartment.Itmustalwaysremainrecognizablebyshowingnolessthan25%oftheMeatball.BelowaresomeexamplesofhowtheMeatballmaybecroppedinanyofitsvariations.
TheMeatballmustalwaysremaineasilyrecognizable.Itmayappearinmanyvariations,butitmustbereproducedonlyfromapprovedartworkinoneofZoeller’sprimarybrandcolors,showninthisguide,orareversedwhiteapplication.BelowareexamplesofunacceptablealterationsoftheMeatball.Theserestrictionsareinplacetomaintainbrandconsistency.
Do not rotate the Meatball.
Do not skew the Meatball.
B R A N D C O N T I N U I T Y G U I D E©2017 // Zoeller 22
FONT USAGE
B R A N D I D E N T I T Y Font Usage
OurcorporatefontsarethegraphicvoiceofZoellerCompany.Ouraudiencesexpecttoseeacertainlookfromour
products,ourdivisions,andourmarketingmaterials.Useofconsistentcorporatefonts,inanyoftheirvariations,
buildsbrandrecognitionandhelpseliminateconfusioninthemarketplace.Thefontsbelowshouldbeutilizedfor
bothprintanddigitalmarketingmedia,andtheentirefamilyofeachmaybeusedasdeemednecessary.
ArialNarrowBoldandVerdanaarecommononmostoperatingsystems.Thesetypefacesarethealternatefontswhen
producingemailsandusingMSOfficeproductstoproducedocumentsandPowerPointpresentations.Theentire
familyofeachfont,includingboldanditalicizedversions,maybeused.
PRIMARY / HEADLINES
MS OFFICE / ALTERNATE ELECTRONIC USE
SECONDARY / BODY COPY
SUPPORTIVE / CAPTIONS & PULL QUOTES
Aller, Light
AbCd ABCDEFGHI JKLMNOPQRSTUVWXYZabcdefgh i j k lmnopqrs tuvwxyz1234567890
Forza (Family)
Arial Narrow Bold (Headlines and captions only) Verdana (Body copy)
AbCd
AbCd AbCd
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Univers, Bold Condensed
AbCd A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
©2017 // Zoeller 23 B R A N D C O N T I N U I T Y G U I D E
B R A N D I D E N T I T Y Wolf Pump
WOLF PUMPFoundedin1951,WolfPumpisareliable,high-qualitymanufacturerofsubmersiblepumpsandverticalturbine
pumpsforindustrialandmunicipalapplications.Forconsistencywithinthe“waterin”segment,thebrandimagefor
thisdivisionusesbrightredandboldtype,withtheoverallpaletterepresentingtheall-AmericancolorsofF&W.
Specialattentionshouldbegiventoreproducingthelogoandcolorswithinstrictguidelinesforcontinuity.TheZoeller
Companylogoguidelines,restrictions,andfontusageapplytotheWolfbrand(seepages18-22ofthisguide).
INFORM
WolfPumpisafamily-owned,Americanmanufacturerofcustompumpsolutionstestedtoperformanddeliverinthe
harshestwellconditions.
EXPLAIN
Wolf focuses on each customer to build perfectly matched pumps to their exact requirements for potable water
applicationsinirrigationandindustrialareas.
INSPIRE
Withourexpertise,world-classtesting,speedofdelivery,andpersonalattention,Wolfdeliversdurable,custom
pumpsolutionswhenandwhereyouneedthem.
WOLF PUMP IN WRITTEN FORM
ELEVATOR SPEECH EXAMPLE
“WolfPump”istheofficialnameofthisdivision.Itmaybewritteninthisformat,oritmaybeshortenedto“Wolf”
withincontextwhenthelogoand/orfullnameappearselsewherewithinapiece.
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 24 B R A N D C O N T I N U I T Y G U I D E
B R A N D I D E N T I T Y Wolf Pump
WOLF PUMP PRIMARY LOGO
TheWolfPumplogoisidentifiedbythreedistinguishingcomponents:thetypographicelement,theMeatball,and
thedescriptorline.Inthislogo’sprimaryformat,theWolfnameandMeatballshouldbeshowninPantone®193
along with the registered trademark symbols that should always accompany each of them, and the descriptor
line below the typographic element should be shown in Pantone®281.The logo should always be displayed in the
proportionsshownbelow.ThisversionoftheWolflogoshouldbeyourfirstchoicewheneverpossible.Alternate
versionsoftheWolflogoareavailableanddisplayedbelow.However,alternatesshouldonlybeusedwhendesign
orproductionissuesmakeitimpossibletoreproducetheprimarylogoclearlyandcorrectly.
MEATBALLTYPOGRAPHIC ELEMENT
DESCRIPTORLINE
TYPOGRAPHIC TRADEMARK
MEATBALL REGISTERED TRADEMARK
[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofthePantone® colors may be used]
Grayscale | 60% Black This1-colorgrayscaleversion isshownin60%black.
Reversed This version is shown with all elementsinwhite.Theblackboxshown here is an illustrated example of a background only and not a controlfieldaroundthelogo.
Black and White This version is shown with all elementsin100%black.
One ColorThis version is shown with all elements in Pantone® 193.
PUMP COMPANY
ENGINEERED PRODUCTS
CUSTOMIZED PUMPS
FLINT & WALLING
WATER SYSTEMS
CUSTOM CONTROLS
ENVIRONMENTAL
CANADA
MÉXICO
TAIWAN
PUMP COMPANY PUMP COMPANY
ENGINEERED PRODUCTS
ENGINEERED PRODUCTS
PUMP COMPANY
ENGINEERED PRODUCTS ENGINEERED PRODUCTS
CUSTOMIZED PUMPS
FLINT & WALLING
CUSTOMIZED PUMPS
FLINT & WALLING
WATER SYSTEMS WATER SYSTEMS WATER SYSTEMS
CUSTOM CONTROLS CUSTOM CONTROLS CUSTOM CONTROLS
ENVIRONMENTAL ENVIRONMENTAL ENVIRONMENTAL
CUSTOMIZED PUMPS
FLINT & WALLING
PUMP COMPANY PUMP COMPANY
ENGINEERED PRODUCTS
ENGINEERED PRODUCTS
PUMP COMPANY
ENGINEERED PRODUCTS ENGINEERED PRODUCTS
CUSTOMIZED PUMPS
FLINT & WALLING
CUSTOMIZED PUMPS
FLINT & WALLING
WATER SYSTEMS WATER SYSTEMS WATER SYSTEMS
CUSTOM CONTROLS CUSTOM CONTROLS CUSTOM CONTROLS
ENVIRONMENTAL ENVIRONMENTAL ENVIRONMENTAL
CUSTOMIZED PUMPS
FLINT & WALLING
B R A N D I D E N T I T Y Wolf Pump
©2017 // Zoeller 25 B R A N D C O N T I N U I T Y G U I D E
ALTERNATE WOLF PUMP LOGOS
Alternateversionsofthislogoareintendedforusewhenproductionordesignrestrictionsmakeitdifficultor
impossibletoreproducetheprimarylogotoitsstandards.
[NOTE:Dependingontheproductionprocess,CMYK,RGBandHTMLversionsofthePantone® colors may be used]
Color Logo with Tagline
This2-colorversionisshownwiththetypographicelement,
Meatball, and descriptor in the same colors as the primary
logo.Usageofthetaglinewiththelogoisnotmandatory,but
whenitisuseditshouldbedisplayedintheconfiguration
shownhere.Thetaglineisjustifiedleftandrighttothe
typographic element, placed one R height below the
descriptor, and shown in Pantone®193.
TAGLINE
ThispointstoWolfPump’scommitmenttocustomizeproduct100% tomeettheneedsofitscustomers.
Bree Serif SemiBold has been used to create a
customgraphic.
We strive to deliver the best lead times in the industry because we are providing water solutionsthatareneededrightnow.
IftheWolfPumptaglineisusedaspartofthelogo,itshouldalwaysappearintheconfigurationshownabove.But
whenthetaglineisusedasamajordesignelement–suchasaheadlineorgraphic–colors,letterspacing,etc.are
uptothedesigner.Thetaglineshouldonlyappearinblack,white,oroneoftheapprovedWolfcolors.Justbesureto
getfinalapprovalfromthemarketingdepartment.Inthesecases,useoftheprimarylogowithoutthetaglineisthe
rightchoice.
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 26 B R A N D C O N T I N U I T Y G U I D E
B R A N D I D E N T I T Y Wolf Pump
Keepingotherelementsacomfortabledistanceawayfromthelogowillgiveittheprominenceitrequiresinanydesign.
OtherelementsshouldalwaysmaintainaspaceequalinsizetotheMeatballaroundallsidesofthelogoart.
To maintain readability and avoid print production limitations, the logo should never appear smaller than
1”(25mm)onanytraditionallyprintedmarketingmaterials.Exceptionsmaybemadeforcertainpromotional
materials,suchaspens,uponapprovalfromthemarketingdepartment.Whilethelogocanbelocatedinvarious
placeswithinadesign,itshouldneverbeplacedlessthan1/2”(13mm)awayfromthetrimedge.
LOGO SAFE AREA
MINIMUM SIZE AND PLACEMENT
1" (25 mm)
Typographic trademark is flushwiththetopoftheF
Descriptor is centered under the typographic element
Center of the Meatball is flushwiththetopofthetypographic element
Registered Trademark is flushwiththebottomofthe Meatball
GRAPHIC PROPORTIONSTomaintainbrandconsistency,theWolflogomustneverbealteredfromitsoriginalgraphicproportions.Itisonlyto
beusedinproportionwiththetypographicelement,Meatball,anddescriptorlineasindicatedbelow.
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
PUMP COMPANY
WATER SYSTEMS
CANADA
PUMP COMPANY ENGINEERED PRODUCTS
CUSTOM CONTROLS ENVIRONMENTAL
ENVIRONMENTAL
MÉXICO TAIWAN
FLINT & WALLING
FLINT & WALLING
CUSTOMIZED PUMPS
©2017 // Zoeller 27 B R A N D C O N T I N U I T Y G U I D E
B R A N D I D E N T I T Y Wolf Pump
ColorreproductionisvitaltoproperusageoftheWolfbrand.Itdistinguishesourimageinthemarketplace.
Acceptablecoloroptionsareshownbelow.Caremustbetakenwhenreproducingcolorsonanycommunications.
Materialsandreproductionmethodsaffectcolorandmustbeconsideredandreviewedforaccuracy.
WOLF COLOR USAGE
PANTONE® 193 C
CMYK 2/99/62/11
RGB 209/25/71
HTML D11947
PANTONE® 1955 C
CMYK 129/100/70/27
RGB 143/24/56
HTML 8F1838
PRIMARY PALETTE SECONDARY PALETTE
PANTONE® 281 C
CMYK 100/85/5/36
RGB 13/44/108
HTML 0D2C6C
PROCESS CYAN C
CMYK 100/0/0/0
RGB 0/174/239
HTML 00AEEF
WOLF GRAPHIC TREATMENT
Color gradient diagonals/Upperleft to lower right
/////////////////
Series of directional bars represent pipes and pathways for waterflowdown & in
Flowing Water
Desaturatedandtinted,moodybackgroundswithinterestingcropsandangles/Colorsandflowingwateroverlapphotos&type/Lotsofcleanwhitespace
PHOTOGRAPHY STYLESExamples:
GRAPHIC STYLES
©2017 // Zoeller 28 B R A N D C O N T I N U I T Y G U I D E
B R A N D I D E N T I T Y Wolf Pump
WOLF APPLICATION EXAMPLESPRINT
BUSINESS CARDS
WEB
To maintain absolute consistency throughout the Wolf organization, the following business card standards were
developedforallWolfemployees.
3.5"(8.89cm)
PO Box 490, 18014 N I-27 HwyAbernathy, TX 79311 USAwolfpumps.com
John DoeJob [email protected]
806-298-2514 ext. 5555800-886-2606 • fax 806-298-2114
cell 555-555-5555
Front
3.5"(8.89cm)
2.0"(5.08cm)
Logo placement and size
1.4”(3.556cm)
Name placement and fontArialBold-10pt
Title placement and fontArialItalic/Regular-6pt
Address and URL placement and font
ArialNarrowBoldItalic-7pt
Contact info placement and fontArialNarrowItalic-7pt
Tagline placement and fontBreeSerifSemiBold-12pt
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