Modine Graphics Standards Manual - External Distribution Edition

Modine Manufacturing Company

Graphic Standards Manual

External Distribution Edition

Contents0.0

1.0 Introduction

1.1 Communicating Our

Corporate Identity

1.2 Our Corporate Signature

1.3 Use of the Standards Manual

1.4 Glossary of Terms

2.0 The Signature for Modine

2.1 Rationale

2.2 M-Mark

2.3 Elements

2.4 Proportions

2.5 Improper Use

2.6 Control Area

2.7 Minimum Size

2.8 Positive Signature Use

2.9 Background Use

2.10 Negative Signature Use

2.11 Color Systems

2.12 Typography

3.0 Nomenclature Applications

3.1 Nomenclature

3.2 Legal Requirements

3.3 Copyright Notice

Modine Manufacturing CompanyGraphic Standards Manual

Introduction

Introduction1.0

1.1 | Communicating Our

Corporate Identity

Modine is a world leader in solving

heating and cooling problems in

vehicles, buildings and off-highway

and industrial equipment. We have

developed and sustained our global

reputation through innovation, a

customer focus, and products made

with exceptional quality.

Due to strengths such as our

technological expertise, global

customer relationships, and world-

class manufacturing, we will continue

to lead in diverse, global markets and

grow our business.

In turn, our name will continue to

stand for customer excellence,

shareholder value, and opportunities

for employees.

1.2 | Our Corporate Signature

Our logo is more than just an identifier

for our company. At Modine, it has

become a signature that embodies our

corporate identity – our characteristics

and attributes. These attributes have

made Modine a world leader in heat-

transfer technology through the

products we deliver and the global

reputation we sustain.

The signature and its applications

must communicate these attributes

with a consistent voice to our

employees, customers, shareholders,

community, and competitors.

In today’s global market

environment, the signature and its

applications must:

• preserve the integrity and foster

dignity of our corporate identity and

our Modine name;

• become the visual elements of a

comprehensive, global initiative to

build the Modine brand;

• distinguish us from our competitors;

• further strengthen impact and

recognition value through consistent

repetition; and

• continue to build upon and add value

among all the Modine audiences.


Introduction1.0

1.3 | Use of the Standards Manual

This manual should be the definitive

resource for the correct use of the

Modine signature.

It provides the guidelines you must

follow in using the elements of the

signature properly. This manual defines

the standards developed to ensure

visual consistency, and adherence to

these standards will assure effective

communications.

Usage of the signature that is not

compliant with these standards is

strictly prohibited. Disregard of these

standards destroys the marketing

benefits that we derive from

implementing a Modine corporate

identity that is unique, valued, and

treated with high regard.

The scope of these standards

is limited and will not cover all

applications. It should not be a

substitute for legal and trademark

counsels.

Questions concerning specific

applications and requests for

additional reproduction materials

should be directed to the Corporate

Public Relations and Advertising

Department in Racine, Wisconsin.


Introduction1.0

1.4 | Glossary of Terms

application

the use of any version of the Modine

signature in any medium

background

the area surrounding the signature

bleed

printing a defined area that extends beyond

the portion of the sheet and that will

eventually be trimmed off

brand name

a label of identification used on or in

conjunction with products and services to

distinguish them in the marketplace

capital height or cap height

the vertical dimension of a capital letter, mea-

sured from its top to the baseline

clear space

the area surrounding the signature that

must be kept clear of type or any other visual

elements

condensed type

type that is compressed by design

corporate colors

the prescribed ink or ink formulas used in the

Modine signature

corporate signature

the unique, specially designed combination of

altered font and graphic elements used to

represent Modine

flush left

alignment of lines of type on a vertical left

margin

flush right

alignment of lines of type on a vertical right

margin

font

the name given to a complete set of letters of

the same design or typeface

four-color process

a printing process that reproduces a full-color

original by re-creating and printing the image

in standard cyan, magenta, yellow, and black

inks

grid

an invisible graphic structure used to organize

and align type, photos, and other graphic

elements in a layout

layout

the arrangement of type, photos, and other

graphic elements on the printed page

leading

the amount of space between lines of text

letter spacing

the amount of space between letters

“M” height

the size of the Modine signature as measured

in the height of the letter “M”

nomenclature

a system of consistently used words that group

products, services, or company functions

pica

typographic units of measure; 1 pica = 1⁄6 of an

inch; 6 picas equal 1 inch. See also point

point

typographic units of measure; 1 point = 1⁄72 of

an inch; 12 points equal 1 pica; (3 picas and 6

points is noted as 3p6.) See also pica

positive signature

a dark signature printed on a white or light-

colored field

reverse

to change white areas black and black areas

white; a negative

reverse signature

a light signature printed on a black or

dark-colored field

scaling

to enlarge or reduce an element, maintaining

its proportions

screen

a printing device that reduces an ink coverage

by using a series of fine dots to lighten an ink

color

signature (logo)

a unique, especially designed combination of

font and/or graphic elements used to

represent a company. Sometimes referred to

as a logo.

solid

1. letters set with no extra spacing

2. ink printed without a screen

support typography

a limited selection of fonts used to

complement the signature to maintain

consistency in applications

text box

in computer-generated layouts, the device

that contains type, usually defined and

aligned by the type’s cap height on top, and

flush left margin on left

trademark

A symbol, design, word, or letter used to

distinguish products and services from those

of competitors, usually registered and

protected by law

uppercase letter

the capital letters of a font

weight

a typographic term referring to the level of

boldness of a font

x-height

the vertical dimension of a lowercase letter,

such as a lowercase “x” measured from its

top to the baseline


The Signature for Modine

The Signature for Modine2.0

This section introduces the two

Modine signatures, 1) Logo alone 2) Logo

with new tagline. It also provides guide-

lines for using both of the signatures

including specifications for proper color

usage, spacing requirements, supporting

typography and legal usage.

When circumstances are not clearly

covered in these guidelines, please direct

questions to Corporate Communications

in Racine, Wisconsin.

2.1 | Rationale

The corporate signature was

developed to present Modine as the global

leader in heat-transfer technology, to

project quiet strength, and to separate

Modine from competitors in its industry.

The type font projects Modine’s confi-

dence in its strength, its boldness as the

industry leader, and its forward motion.

The signature appears in a neutral gray

that is understated and sophisticated.

The graphic element, or cycle graphic,

that appears at the front of the type

serves not only to demonstrate the nature

of the product (the heating and cooling

cycle) but also to propel the type and

drive its direction.

Modine’s signature is a registered

company trademark, as are the cycle

graphic and the name "MODINE."




2.2 | M-Mark

In some special cases it may be

appropriate to use the “M-mark” as an

abbreviated version of the corporate

signature.

It is important to keep in mind the

objectives of the corporate signature: to

preserve the integrity and dignity of our

corporate identity and our Modine name;

to build the Modine brand name on a

global basis; to distinguish us from our

competitors; to further strengthen impact

and recognition value through consistent

repetition; and to build upon and add

value among all the Modine audiences.

Therefore, the M-mark should never

be used in place of the full corporate

signatures in circumstances where these

objectives may not be met.

The M-mark should be avoided as

the sole identifier on products, or any

external or customer-related material such

as literature or advertising.

Use of the M-mark is best with

audiences who already recognize and

value the full corporate signature, such as

employees. The M-mark may be appro-

priate for some promotional items and

gifts, such as coffee mugs and lapel pins.

Use of the M-mark should also be

delayed until sufficient brand recognition

of the corporate signature has been

established.

The M-mark should only be used with

approval from Corporate Communications

in Racine, Wisconsin.




2.3 | Elements

The corporate signature consists of

two elements: the type font and the cycle

graphic. As the Modine name can never

be separated from the company it repre-

sents, the corporate type font should

never be separated from the cycle graphic

that represents its product and industry.

The signature should appear only in

this arrangement. The spatial relationship

and proportions between the two

elements cannot be altered.

2.4 | Proportions

For maximum legibility and clarity, the

letters of the type font have been

adjusted and altered. Therefore, they

should never be redrawn or re-typeset.

The cycle graphic as well has been

specially created for this purpose and

should never be redrawn or re-created.

Use only the signatures provided.

Enlarging and reducing the logo should

only be done electronically without

altering its horizontal and vertical ratios.

The type font and the cycle graphic

should always be scaled up or down as a

single unit.

To avoid distortion of any of the

elements, larger uses of the logo for

banners, flags, etc. should always be

prepared electronically.

2.5 | Improper Use

The signature was intended to be

used in a horizontal format. Avoid using

the signature on an angle.

The signature should never be

outlined or photographically altered

in any way. The addition of texture,

shading to make the signature appear

dimensional, or drop shadows is

unacceptable.

Text should never be placed over the

signature, and the signature should never

be used inside body copy in place of the

full corporate name.

The cycle graphic should never be

used outside of the corporate signature or

as a decorative device.



Cycle GraphicCorporate BluePMS 300

Cycle GraphicCorporate RedPMS 199

Type FontCorporate GrayPMS 424


2.6 | Control Area

Since our signature represents our

company, it should always be treated

with respect. The signature should

always be surrounded by ample clear

space. Do not crowd it with any other

element; this will provide the signature

dignity and allow maximum visual

benefit. There is no maximum area of

space that should surround a signature on

a field.

The minimum amount of space

surrounding the signature should be kept

clear from type, images or the edge of the

field. The illustration above shows this

minimum space as light gray. The required

minimum amount of clear space on all

sides is determined by the size of the

Modine signature. Allow the width of one

M space (the same size as the “M” in the

type font size you are planning to

position) to the right and left of the

Modine type font. Allow the height of

two Ms at the top and the bottom. The

clear space is measured from the Modine

type font and does not include the cycle

graphic.

The minimum clear space should

always be the same regardless of

the size of the signature in any given

application.

The signature was designed to be

used alone. No other element, such as a

violator or descriptor text, should be

attached to it. The signature should not

be contained in any element, such as a

colored box or band or any other shape

smaller than the minimum space, so that

the overall shape does not appear to be

part of the signature.

The lone exception to the guidelines

stated above is in the use of the new

corporate tagline. Please read 2.7 for

further details.



(one M spaceminimum)

(two M

spaces

minimum)

(one M spaceminimum)

(two M

spaces

minimum)


2.7 | Corporate Tagline

In order to further imply our techno-

logical capabilities and reinforce our core

competency - heat transfer and thermal

management - a new Modine tagline has

been created. The tagline is intended to

improve Modine's brand recognition and

image among three groups: customers,

investors and the communities we serve.

The tagline will be communicated

through one of two methods: as a part of

a new tagline signature or as a stand-

alone entity. The tagline signature is

shown above and will be used in all

marketing and communication materials.

Due to the font size of the tagline, the

new tagline signature can only be used

when it is a minimum of 11p2,928 x

3p5.688 in size. If you are required to use

the tagline signature in an area smaller

than this, please contact Corporate

Communications in Racine, Wisconsin.

Also contact them if you wish to use the

tagline as a stand-alone entity.

This signature is the lone exception to

the guidelines regarding the control area

surrounding the Modine signature

(see 2.6).

Use only the signatures provided to

communicate the new tagline. The tagline

itself should never be redrawn and/or

inserted underneath the Modine signature.

The trademark symbol must always be

included in the superscript of the tagline

as well.



Cycle GraphicCorporate BluePMS 300

Cycle GraphicCorporate RedPMS 199



.1'' cap height minimum orequivalent of 10 pt. Univers

.1'' cap height minimum orequivalent of 10 pt. Univers


2.8 | Minimum Size

Some applications have a limited

amount of space for the display of the

corporate signature.

The smallest size the signature can

appear is .1” (approximately 2.5mm) to

the cap height of the type font. This is

the equivalent of the cap height of

10 point Univers.

The recommended clear space still

applies to applications where the

minimum-size signature is used.

When the three-PMS version or the

four-color process version is being used at

the minimum size, registration is critical,

and printing proofs should be examined

carefully to ensure proper positioning.

Refer to 2.7 for specific size guide-

lines for the new tagline signature.




2.9 | Positive Signature Usage

Our corporate colors are gray, red and

blue (see section 2.12). Consistent and

accurate use of these colors will ensure

the recognition value of the Modine

signature. The consistent use of the

corporate colors will also be a major

factor in separating Modine from the

competitors.

The preferred color treatment is the

three-color version (see example 1). This

version should be used on all corporate

envelopes, corporate signage, and other

print applications where three custom

inks are affordable and available. The

Modine type font is corporate gray. The

top of the cycle graphic is always

corporate blue, and the bottom is always

corporate red. When the three-color

version is used, support type should be in

corporate gray. Any other color combi-

nation is unacceptable and in violation of

these corporate standards.

Please note that if three custom inks

are not available, there is not a two-color

version of the Modine signature.

In four-color process printing

applications, the corporate colors can be

re-created in process inks. Care should be

given in four-color applications to match

the corporate colors. When possible, it

may be necessary to supervise the

printing and make the necessary adjust-

ments on press to ensure a color match

to the corporate colors.

It is acceptable to print the entire

Modine signature in either corporate gray,

corporate blue, corporate red, or black if

three custom inks or four-color process

printing are not available (see examples 2,

3, 4 and 5).

To assure accurate reproduction,

please be sure printers and suppliers

check color reproduction against the color

swatches provided, whether using the

preferred three-color version, one-color

version, or four-color process version.

These same standards should be

applied to the new tagline signature.



4 5

1

Preferred Usage

2

Acceptable Usage

3


2.10 | Background Use

The recommended background for the

Modine signature is white

(see example 1).

A neutral gray, the equivalent of a

15% screen of black or lighter, is also

acceptable (see example 2).

The signature may appear over a

photograph (see example 3). Care and

discernment should be used in the

selection and placement of the image to

ensure the signature has maximum

legibility.

The background should be consistent

in tone and should not interfere with

legibility in any way. It is not recom-

mended to place the positive form of the

signature on a field of darker than a 15%

screen of black (see example 4).

Placing the signature on a varying

field is not acceptable (see example 5).

It is unacceptable to place the

signature on a photograph where there is

insufficient contrast or the field is overly

patterned (see example 6).





4 5 6

21

Unacceptable Usage

3

Acceptable Usage


2.11 | Negative Signature Use

In some layout situations, it may be

necessary to apply the signature on a

black or very dark field. Care should be

used in selection and placement of the

signature. Maximum legibility is always

required and, in these situations, the

signature should be white (see example

1), or neutral gray, the equivalent of a

15% screen of black or lighter (see

example 2).

An all-white signature on a field

of a solid color is also acceptable (see

example 3).

The use of the corporate colors

may be printed only on a white or

very light field, or reversed out of

black field. It is not recommended to print

the corporate colors on a black

paper or field.





2 3

1Preferred Usage

Acceptable Usage

The Signature for Modine 2.0

2.12 | Color Systems

The color systems are provided so

that the final printed product matches the

samples shown. Printing the signature in

its corporate colors on varying paper

stocks may produce shades that are

inconsistent with these standards.

Therefore, it is always necessary

to compensate for these factors and

to adjust ink formulas to ensure a

color match.

Even the most reliable printers can let

color densities drift and print too light or

too dark. As the implementor of these

standards, you are required to supervise

and enforce these color guidelines.

The standard and most widely

accepted color system is the Pantone

Matching SystemTM (PMS). In Germany, if

the Pantone Matching System is

unavailable, the Hostmann-Steinberg

System® (HKS) has acceptable

alternative ink color equivalents.

The samples above outline the

corporate colors in their PMS and HKS

equivalents. Coated paper stocks produce

the closest color matches. Uncoated

stocks dilute or weaken the recommended

corporate colors, and close attention

should be given to ensure accurate repro-

duction.

In four-color printing applications,

color densities may also vary and should

be closely monitored. Always use the

PMS (or HKS) equivalents as the

standards when matching the corporate

colors in four-color process.



Modine Blue

(Pantone Matching System)PMS 300 CoatedPMS 300 Uncoated

(Hostmann-Steinberg System)HKS 44 K Gestrichnes Papier (Coated)HKS 44 N Naturpapiere (Uncoated)

Process Four-Color Tint Match100% Cyan

50% Magenta

Modine Gray



Process Four-Color Tint Match65% Black

Modine Red



Process Four-Color Tint Match100% Magenta

65% Yellow


2.13 | Typography

The Univers family of type fonts is

the recommended font for stationery. It is

an elegant type font that has endured and

transcends trends. It has been selected

for its versatility and legibility. Univers

should also be available worldwide.

Univers can be used in body text as well

as headlines.

The body text in this standards

manual has been set in Univers 47, and

the heads have been set in Univers 67.

If the Univers family is not available,

the Helvetica family of fonts is an

acceptable alternative.

The body text used in Modine’s

corporate documents, such as the Annual

Report, is set in Optima, a modern, sans

serif font.

In some cases, a serif font may be

desired for body text. In this case, select

a font that is equally classic and defies

trends, such as (in order of preference)

Garamond, Times Roman or Caslon. In

these cases, it would still be appropriate

to include Univers for headlines, captions,

etc. for continuity.



Univers Family — Acceptable Support Type Fonts

Univers 47 (Condensed Light)Univers 48 (Condensed Light Oblique)Univers 57 (Condensed Regular)Univers 58 (Condensed Regular Oblique)Univers 67 (Condensed Bold)Univers 68 (Condensed Bold Oblique)

Univers 45 (Light)Univers 46 (Light Oblique)Univers 55 (Regular)Univers 56 (Regular Oblique)Univers 65 (Bold)Univers 66 (Bold Oblique)

Univers 75 (Black)Univers 76 (Black Oblique)

Primary Support Type Fonts

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Univers 47 (Condensed Light)


Univers 57 (Condensed Regular)


Univers 67 (Condensed Bold)


Univers 45 (Light)


Univers 55 (Regular)


Univers 65 (Bold)

Nomenclature Applications

1 “M” space minimum

Nomenclature Applications3.0

3.1 | Nomenclature

The signature alone is the correct

identifier for the origin of any product

or material Modine may produce.

This is the only corporate signature

authorized by the company, and no other

divisional signature should be used.

Under no circumstances should any

additional type or design element be

added to the approved signature.

In some instances, however, it may

be necessary to further define the

origin of printed material to a certain

division of Modine.

The preferred position of the

division or group name is immediately

after the full corporate name in the

address block.

The examples above show three

acceptable division-name identifiers.

Please note that the support type does

not intrude in the proper clear space of

the signature. The cap height of the

support type aligns with the cap height

of the Modine signature. The division

name always follows the full corporate

name. The full corporate name and the

division name are both Univers 66 with

a small amount of space before the

address. The address is Univers 46.



1500 DeKoven AvenueRacine, Wisconsin 53403-2552


Automotive Division

1140 Northpoint BoulevardP.O. Box 969Blythewood, South Carolina 29016-0969


Commercial HVAC&R Division

9320 San MateoLoredo, Texas 79041


Aftermarket Division

1500 DeKoven AvenueRacine, Wisconsin 53403-2552

Align cap heights

Nomenclature Applications3.0

3.2 | Legal Requirements

The full legal name for Modine is

Modine Manufacturing Company.

The full name should appear in the

approved support type fonts wherever

possible when the company’s full legal

name is required.

In cases where the full legal name

is part of body text in a font other than

the approved support type fonts, it is

not necessary to change the font for

the company name.

The full legal name is not part of

the signature. The full legal name and

the signature should be clearly

separated.

3.3 | Copyright Notice

Original copy, artwork, photographs,

and printed material should include the

copyright symbol. It is no longer

necessary to register copyrights, but

copyright protection can be

accomplished by printing a copyright

symbol on the back of printed

materials. Include the copyright

symbol, the owner, and the year of

publication in the approved support

type fonts.



© Modine 1998


Literature Number 20-501 Rev 1

Modine Manufacturing Company1500 DeKoven AvenueRacine, Wisconsin 53403-2552Phone: 262.636.1200

Documents

Modine Graphics Standards Manual - External Distribution Edition