Logo Usage_corporate Guidelines

Eaton Corporate Identity Standards 3/12/09

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1.4 The Eaton Brand Identity

Brand ElEMEnTS

Contents

The Eaton Brand Signature

Our intention is to use this new Eaton Brand Signature as the sign-off for all of our communication and marketing materials. This is a critical step in our plan to build the Eaton Brand Name, increasing recognition and driving preference with our key audiences.Sandy Cutler Chairman and CEo

The Eaton Logomark

The line Powering Business Worldwide may be omitted only in those rare situations where it would not be legible because of size or reproduction techniques, or because it would become unreadable at extremely long distances. Examples of where the logomark may appear alone include machine-stamped or die-cast products, primary exterior facility signage, or small digital displays.

Product Lines

The Eaton Brand Signature will supersede Family Brand Signatures as the brand sign-off on product marketing collateral. The standards and templates will provide guidance on how and where to include the Product Lines or Series. Important note: Former Family Brands as well as other groups of products that are closely related or represent different capabilities are now referred to as either Product Lines or Product Series. A Product Name represents one product cate-gory within a Product Line or Product Series. Eaton.com customers will be able to search for Product Lines or Series by Name and Category.

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ThE EaTon Brand SIgnaTurE

Overview

The Eaton Brand Signature is the visual expression of our brand positioning in the market place. It consists of two componentsthe Eaton logomark and the competency line Powering Business Worldwide.

As a rule, the Eaton logomark is always accompanied by the compe-tency line. It is a bold, declarative statement about Eaton. It strongly asserts the role we play in devel-oping innovative technologies for safer, more effective, and more efficient ways to manage power.

The Eaton Brand Signature embodies

a graphically appealing look full of energy and action

Eatons Brand Attributes and Brand Voicevivid, sharp, and thought-provoking, while being serious and straightforward at the same time

Eatons proven reputation as an action-oriented, forward-looking, and thoughtful enterprise, one that is progressive and technology- based

a distinctive and memorable treat-ment of the Eaton logomark and competency line that fuses them into a complete entity, rather than merely splicing them together as a logo and an added line

the values and expectations of our global markets and customers who seek brands that exemplify technology, vitality, and speed, all in responding to the problem-solving needs of customers

Reproduction and Use of the Brand Signature

The Brand Signature must NOT be redrawn or recreated from separate graphic or type elements. The correct reproduction of the Brand Signature can be achieved only by using the official master artwork files. These files can be downloaded from the Eaton Brand Center. Go to Eatons intranet JOE or http://supplierselect.eaton.com.

To lend added protection to Eatons Brand and products, the Brand Signature with the registered trademark symbol () and the trademark symbol (TM) are to be used on packaging, shipping boxes, and shipping labels.

The line Powering Business Worldwide may be omitted only in those rare situations where it would not be legible because of size or reproduction techniques, or because it would become unreadable at exremely long distances.

Examples of where the logomark may appear alone include machine-stamped or die-cast products, primary exterior facility signage, or small digital displays.

Consumer products such as HOMEheartbeat or Golf Pride are endorsed by the shortened version of the Brand Signature; which consists solely of the logomark.

Translation of Powering Business Worldwide

In all other cases the Eaton Brand Signature always includes the competency line Powering Business Worldwide, which sets in English only. In addition, this phrase, even as a stand-alone headline, is never translated into other languages. We do, however, provide interpreta-tions of its meaning and significance in all official Eaton languages and make these available in the Brand Center.

Packaging, shipping boxes, and shipping labels version.

Registered trademark symbol

Trademark symbol


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Color

The primary color style for the Eaton Brand Signature is Eaton Blue and black on a white background. The Brand Signature may also be used in Eaton Blue and black against a brushed or matte, silver-colored, metal background.

Eaton Blue color specifications

Match Color Pantone 300

CMYK C100 M43 Y0 K0

rgB R0 G103 B198

Auxiliary colors

Where it is technically impossible to use Eaton Blue and black on white, show the Brand Signature in

solid black on white

white (reversed) on an Eaton Blue or other background

the identical color as its back-ground; e.g., embroidered in white on a white golf cap, or cut out of stainless steel on a stainless steel wall

Eaton Blue and black on a silver metallic background

The Eaton Brand Signature must not be redrawn or recreated from separate graphic and type elements. The correct reproduction of the Brand Signature can only be achieved by using the official master artwork files.

Auxiliary color usages

White (reversed)

Primary color usage

Eaton Blue and black on white

The identical color as its background

Eaton Blue and black on white with registered trademark symbol, and tredemark

Eaton Blue and black on silver metallics

Black on white


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Clear Area

Clear Area

Maintain a Clear Area around the Eaton Brand Signature; i.e., a zone where no other type, art, or design element may appear.

The Clear Area can be calculated by taking the height of the word Eaton in the Brand Signature and calling it X.

Size

The Eaton Brand Signature may be enlarged to any size required.

The Brand Signature may not be used smaller than 12pt. For smaller sizes, set EATON in Univers 45 or 55, all caps without the compe-tency line Powering Business Worldwide.

Brand Signature Clear Area

X

1/2X

1/2X

1/2X 1/2X

Minimum size

12pt

X = height of EATON

In sizes smaller then 12pt set the name EATON in Univers 45 or 55, all caps, without Powering Business Worldwide.

EATON


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ThE EaTon logoMarK

Overview

The Eaton logomark is the short-ened version of the Eaton Brand Signature. Use it only in situations where use of the full Brand Signature is technically impractical; for example: stamped on the casing of a product; on exterior signage; at a small size in digital media; in cases where its legibility cannot be guaranteed because of size or reproduction techniques; or in signage where it must be legible from an extremely long distance.

Clear Area

Maintain a Clear Area around the logomark; i.e., a zone where no other type, art, or design element may appear.

The Clear Area can be calculated by taking the cap height of the logomark and calling it X.

Size

The logomark may be enlarged to any size required.

The logomark may not be used smaller than 7pts. For smaller sizes set EATON in Univers 55, all caps.

On Product

The logo with a registered trade-mark symbol () is used to lend added protection to Eaton products.

See also section 11, Eaton On Product Standards, for more about the Eaton logomark.

Logomark Clear Area

X

1/2X

1/2X

1/2X 1/2X

Minimum sizes

7pt

X = height of EATON

In sizes smaller then 7pts, set the name EATON in Univers 55, all caps.

EATON

On-product usage

To lend added protection to Eaton products, use the logomark with the registered trademark symbol ().


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ThE EaTon logoMarK

Overview (continued)

Color

The logomark should appear in Eaton Blue on a white, or brushed or matte, silver-colored, metal background. When that is techni-cally impossible, you may use the logomark in solid black on white, in white (reversed) on an Eaton Blue or other background.

Color

Where it is technically impossible to use Eaton Blue on white, show the logo in

solid black on white

white (reversed) on an Eaton Blue background

the identical color as its back-ground; e.g., embroidered in white on a white golf cap, or cut out of stainless steel on a stainless steel wall

Eaton Blue on a silver metallic background

White (reversed) on Eaton Blue

Eaton Blue on white

Eaton Blue on white with registered trademark symbol

Primary color usage

Black on white

Auxiliary color usage

The identical color as its background

Eaton Blue on silver metallics


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Incorrect usage

At right are examples of how not to use the Eaton Brand Signature.

The Brand Signature must NOT be redrawn or recreated from sepa-rate graphic or type elements. The correct reproduction of the Brand Signature can only be achieved by using the official master artwork files. To download these files go to the Eaton Brand Center via JOE or http://supplierselect.eaton.com.

Never distort Never use as a pattern

Never use unauthorized colors

Never apply patterns or place in a shape

When used in Eaton Blue, always display on a white background

Never add shading, dimension or highlights

Never add a phrase or sentenceUse only approved art files

Powering Business Worldwide

Documents

Logo Usage_corporate Guidelines