BRAND IDENTITY STANDARDS - Baldwin Filters

BRAND IDENTITY STANDARDS 

March 2012

CONTENTS 

INTRODUCTION ............................. 3 

LOGOS ........................................ 4-7 

Color Logos ........................................................4 

Black & White Logos ..........................................5 

Language Specific Logos ...................................6 

Background Usage .............................................7 

Incorrect Logo Usage ....................................8-11 

Color Palette.....................................................12 

Clear Space......................................................13 

Minimum Size ...................................................13 

PROMOTIONAL ITEMS ..................... 19-20 

Guidelines.........................................................19 

1-Color Imprints ................................................19 

Incorrect Logo Usage on Promotional Items ....20 

APPAREL ITEMS............................. 21-27 

Guidelines.........................................................21 

Apparel Logos ..................................................21 

Caps ............................................................22-24 

Shirts ...........................................................25-26 

Incorrect Logo Usage on Apparel Items ...........27 

PRINT & ELECTRONIC ..................... 14-18 

Primary Fonts ...................................................14 

Secondary Fonts ..............................................15 

Business Card ..................................................16 

Letterhead ........................................................17 

Envelope...........................................................18 

CONTACT INFORMATION .................. 28 

Brand Identity Standards March 2012 

2

INTRODUCTION 

BALDWIN FILTERS 

A STRONG BRAND IS IMPORTANT 

These guidelines have been 

prepared to ensure our brand is 

presented in a consistent manner 

everywhere. It is important 

to follow these guidelines to 

maintain an effective and 

consistent standard in our 

communications. 

Baldwin Filters has a strong reputation in the mobile filtration industry. The Baldwin brand is a 

critical element of how we present ourselves to the global community; it is as important as the 

products and services we provide. 

Given our leading market position, it is important for us to maintain a consistent image and a 

strong, distinctive brand identity. We must ensure that the representation of our brand and the 

basic elements of our identity are always used correctly. 

The guidelines in this document are not meant to inhibit, but to help you present a consistent look 

across all visual communications. These guidelines may not cover every situation, but they 

should give you the tools needed to communicate effectively. 

By adhering to these guidelines, we will ensure that our identity stays strong and we promote a 

consistent image to the world across all of our communications. 

If you have any questions or comments, please contact the Marketing Communications 

Department at Baldwin Filters at marcom@baldwinfilter.com. 

If you have any questions or 

comments, please contact the 

Marketing Communications 

Department at Baldwin Filters at 

marcom@baldwinfilter.com. 


3

LOGOS 

COLOR LOGOS 

ON WHITE & LIGHT BACKGROUNDS 

The Baldwin logo is available in 

several versions, so be sure the 

proper logo is used for the right 

application. 

Print Versions 

Digital files with .eps extensions 

should be used for printed 

materials. EPS vector format 

allows high-quality print 

reproduction. EPS files can be 

scaled to any size without 

sacrificing image quality. 

Use Logo: BFBrand 

Note: 

Red = Pantone 185 (CMYK 

100% Yellow, 100% Magenta) 

Black (CMYK 100% Black). 

On-Screen Versions 

Digital files with .jpg extensions 

should be used primarily for 

on-screen viewing. JPEG 

versions of the logo will not show 

the white border on backgrounds. 


Note: 

® and “a CLARCOR company” are black. 

Logo must have a white border when on 

a light background. 

Digital files with .gif extensions 

should be used on the web or on 

PowerPoint presentations with 

backgrounds to show the logo’s 

white border. 

ON DARK BACKGROUNDS (DB) 

IMPORTANT 

You can download EPS, 

JPEG or GIF files, and check 

for the most current logos at 

www.baldwinfilter.com/ 

resourcesimagebank.html. 

Use Logo: BFBrandDB 

Note: 

® and “a CLARCOR company” are white. 


a dark background. 


4

LOGOS 

BLACK & WHITE 

LOGOS 

ON WHITE & LIGHT BACKGROUNDS 

When reproduction constraints 

prevent the use of the Baldwin 

color logo (ex. newspaper ads), 

use one of the alternate black & 

white versions. 

Note: Black & white logos should 

never appear on a website, 

four-color brochure or any 

other application where the 

color logo can be used. 

Use Logo: BFBrandbw 

Note: 

® and “a CLARCOR company” are black. 


a light background. 

Use Logo: BFBrandbw 

ON DARK BACKGROUNDS (DB) 

IMPORTANT 

You can download EPS or 

JPEG files, and check 

for the most current logos at 




Note: 

® and “a CLARCOR company” are white. 


a dark background. 


5

LOGOS 

LANGUAGE 

SPECIFIC LOGOS 

The Baldwin logos are also 

available in Chinese and Russian 

versions. 

Chinese and Russian characters 

have been added below the 

Baldwin logo to help with 

pronunciation. 

All guidelines apply to these 

versions. 

CHINESE VERSIONS 

Use Logo: C-BFBrand 

RUSSIAN VERSIONS 

ÅÓÎ‰ÛËÌ îËÎÚÂappleÒ 

Use Logo: R-BFBrand 



JPEG or GIF files of the Chinese 

versions of the Baldwin logo at 

www.baldwinfilter.com/cn/ 



JPEG or GIF files of the Russian 

versions of the Baldwin logo at 

www.baldwinfilter.com/ru/ 


Use Logo: C-BFBrand 

Use Logo: C-BFBrandDB 

Use Logo: R-BFBrand 


Use Logo: R-BFBrandDB 


6

LOGOS 

BACKGROUND 

USAGE 

THE WHITE OUTLINE HELPS THE LOGO STAND OUT FROM THE BACKGROUND 

Background colors and graphics 

can easily overpower or compete 

with logos. A white outline has 

been built into the artwork to 

maintain separation between the 

Baldwin logo and the 

background. This outline will not 

appear when the logo is staged 

on a white background. 

The background within both 

parallelograms should be white; 

however, with the ® registration 

mark and “a CLARCOR company”, 

the background on which the logo 

is placed will be revealed. 


7

LOGOS 

INCORRECT 

LOGO USAGE 

To ensure a consistent identity, 

it is essential the logo is used 

correctly. 

Do not alter the logo in any way. 

Never attempt to redraw or alter 

the proportions of the logo. 

Do not change the color, or add 

or omit any elements of the logo. 

INCORRECT LOGO USAGE 

DO NOT stretch or distort the logo 

CORRECT LOGO USAGE 


a CLARCOR company 

DO NOT redraw the logo or alter the logo fonts 

(DO NOT retype “a CLARCOR company) 


DO NOT change the color of the logo* 


* See Apparel Items section for special instructions on color use on apparel. 


8

LOGOS 

INCORRECT 

LOGO USAGE 



correctly. 







DO NOT place the logo on a light 

background without the white border 



DO NOT place the logo on a dark 

background without the white border 



9

LOGOS 

INCORRECT 

LOGO USAGE 



correctly. 







DO NOT leave off 

“a CLARCOR company” 

on a white or light background* 



DO NOT leave off 

“a CLARCOR company” 

on a dark background* 


* “a CLARCOR company” can be omitted on promotional items, such as pens, 

where the print area is too small or on shirts, where it is not legible. 


10

LOGOS 

INCORRECT 

LOGO USAGE 



correctly. 







DO NOT leave off the 

® registration mark 

on a white or light background 



DO NOT leave off the 

® registration mark 

on a dark background 



11

LOGOS 

COLOR PALETTE 

LOGO COLORS 

The color version of the Baldwin 

logo is the primary brandmark of 

the identity system. The color 

version should be used in 

branded applications whenever 

possible. 

The red of the Baldwin logo is 

CMYK 100% Yellow and 100% 

Magenta. 

PRINT PRINT DIGITAL 

Pantone 4-Color Process Web/ 

Matching System CMYK Video Usage 

Pantone 185 0 C, 100 M, 100 Y, 0 K 237 R, 28 G, 36 B 

HTML# ed1c24 

Black 0 C, 0 M, 0 Y, 100 K 35 R, 31 G, 32 B 

HTML# 000000 


12

LOGOS 

CLEAR SPACE 

WITHOUT WHITE BORDER 

WITH WHITE BORDER 

A minimum area surrounding the 

logo must be kept clear of any 

other typography, graphic 

elements and the trim edge of a 

printed piece. More than the 

minimum clear space is 

encouraged if applications 

provide the opportunity. 

Minimum clear space on all sides 

is equal to height of the word 

“FILTERS”. 

H 

H 

H 

H 

H 

H 

H 

H 

H 

H 

H = Height of the word “FILTERS” 

H = Height of the word “FILTERS” 

MINIMUM SIZE 

A minimum size for reproduction 

has been established for the logo 

to protect the clarity and impact of 

the brand identity and its 

appearance. 

The height of the logo should be 

no smaller than 3/8 in. (9.5 mm) 

in all applications. 

The height is measured from 

the top of the “BALDWIN” 

parallelogram to the bottom of 

the “FILTERS” parallelogram. 

3/8 in. (9.5 mm) 

The height of the minimum size 

is equal to 3/8 in. (9.5 mm). 


13

PRINT & ELECTRONIC 

PRIMARY FONTS 

Helvetica and Times are the 

primary fonts for marketing and 

advertising materials. 

Helvetica 

Helvetica is the preferred sans 

serif font. 

Helvetica Bold and Black are the 

main sans serif fonts used for 

headings and subheadings. 

Helvetica is the main sans serif 

font used for body text. 

Times 

Times is the preferred serif font. 

Times Bold is the main serif 

font used for headings and 

subheadings. 

Times is the main serif font used 

for body text. 

Note: It is acceptable to 

condense text. 

SANS SERIF FONT 

H e l v e t i c a 

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 Z 

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 z 1 2 3 4 5 6 7 8 9 

Helvetica Light 

Helvetica Light Italic 

Helvetica 

Helvetica Italic 

Helvetica Bold 

Helvetica Bold Italic 

Helvetica Black 

Helvetica Black Italic 

SERIF FONT 

T i m e s 



Times 

Times Italic 

Times Semibold 

Times Semibold Italic 

Times Bold 

Times Bold Italic 


14


SECONDARY FONTS 

Impact and Arial are the 

secondary fonts for marketing 

and advertising materials. 

Impact 

Impact may be used to add extra 

weight to headings. 

ALTERNATE SANS SERIF HEADING FONT 

I m p a c t 



I m p a c t 

Arial 

Arial is the preferred font when 

creating text for the Web, 

PowerPoint presentations and 

email correspondence to ensure 

optimum screen legibility. 

Arial is available in a wide range 

of weights and styles for both PC 

and Macintosh systems. 

Note: It is acceptable to 

condense text. 

ELECTRONIC FONT 

Arial 



Arial 

Arial Italic 

Arial Bold 

Arial Bold Italic 

Arial Black 


15


BUSINESS CARD 

Stock 

White Paper Stock 

Name 

Helvetica Black - 8 point 

Flush Left 

Title - Line 1 

Helvetica - 8 point (Horz. 90%) 

Leading - 12 point 

Flush Left 

Title - Line 2 



Flush Left 

Address 



Flush Right 

Maximum Lines = 11 

(includes line between 

address and numbers) 

Website & Quality Line 



Centered 

Note: 2-Sided printing is allowed 

for dual language or 

additional information. 

For help with setup, contact the 




3 1/2 x 2 in. (90 x 50 mm) 

1 in. 

(25 mm) 

5/32 in. 

(4 mm) 

3/16 in. 

(5 mm) 

31/32 in. 

(25 mm) 

First Last Name 

Title First Line 

Title Second Line 

Title Third Line 

Side 2 - Setup Example 

3/16 in. 

(5 mm) 

3/16 in. 

(5 mm) 

3/16 in. 

(5 mm) 

3 1/2 in. 

(90 mm) 

3/16 in. 

(5 mm) 

Address Area 

Max. address lines = 11 (12 on some formats) 

P.O. Box 6010 (68848) 

4400 East Highway 30 

Kearney, NE 68847 

Direct: 308-000-0000 

Baldwin: 800-822-5394 

Fax: 308-000-0000 

Cell: 000-000-0000 

name@baldwinfilter.com 

www.baldwinfilter.com 

TS 16949 & ISO 9001 Quality Systems Certified 



Address First Line 

Address Second Line 

Address Third Line 

Tel: +00 00 000-0000 

Fax: +00 00 000-0000 

name@baldwin.co.za 



Address First Line 

Address Second Line 

Address Third Line 

Tel: +00 00 000-0000 

Fax: +00 00 000-0000 

name@baldwin.co.za 

1/2 in. 

(13 mm) 

3/16 in. 

(5 mm) 

3/16 in. 

(5 mm) 

2 in. 

(50 mm) 

* Business card sizes may vary. For other sizes, use the same measurements from the outside edges as shown above. 

Any deviation from the business card template must be approved by the Marketing Communications Department. 


16


LETTERHEAD 

LETTER (8 1/2 x 11 in.) 

Stock 


1/2 in. 

(13 mm) 

1 5/8 in. 

(22 mm) 

Address Heading 



Flush Left 

2 in. 

(51 mm) 

1/2 in. 

(13 mm) 

A4 (210 x 297 mm) 

Address Body Text 



Flush Left 

1 in. 

(25 mm) 

7/16 in. 

(12 mm) 

3/8 in. 

(10 mm) 

3/8 in. 

(10 mm) 

5/8 in. 

(16 mm) 





Use the correct TS/ISO logo version pertaining to each location (if applicable). 

* For A4 size, use the same measurements from the outside edges as shown above. 


17


ENVELOPE 

#10 Envelope (9 1/2 x 4 1/8 in.) DL Envelope (220 x 110 mm) 

Stock 


Address Text 

Helvetica - 9 point 


Flush Left 

3/8 in. 

(10 mm) 

1 1/4 in. 

(32 mm) 

1 1/4 in. 

(32 mm) 

3/8 in. 

(10 mm) 






18

PROMOTIONAL ITEMS 

GUIDELINES 

1-COLOR PROMOTIONAL ITEMS 

With promotional items such as 

pens, mugs, and bags, it is 

important to take extra care to 

ensure that the logo is properly 

displayed and positioned. 

The preferred colors for products 

displaying the Baldwin logo are 

red, black, white or gray/silver. 

1-COLOR IMPRINTS 

Most promotional items, such as 

mugs, pens, coolers, koozies, 

duffle bags, etc., are imprinted 

with 1-color. 

The preferred ink color for 

1-color imprints is black, white 

or gray/silver. 

Due to the lack of readability, 

do not include “a CLARCOR 

company” on pens and other 

small promotional items. 

Use Logo: BFBrandbw* 

Mugs with Black, White or Gray/Silver Imprint 

(Must include “a CLARCOR company”) 

If you have any questions 

concerning the correct usage 

on promotional items, please 

contact the Marketing 

Communications Department 

at Baldwin Filters at 


Pens with Black or Gray/Silver Imprint 

(Leave off “a CLARCOR company”) 

Duffle Bag with Gray/Silver Imprint 

(Must include “a CLARCOR company”) 

* For 1-color imprinting, send both the black & white (EPS vector) and color (EPS vector) logos. 

The color logo is for the vendor as a reference to ensure the logo colors do not get inverted. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 


19

PROMOTIONAL ITEMS 

INCORRECT LOGO 

USAGE ON 

PROMOTIONAL 

ITEMS 

When screenprinting on 

promotional items with 1-color 

lighter ink on darker backgrounds, 

the lighter ink must be applied to 

the positive areas (the red and 

black areas of the color logo). 

Do not print the negative 

areas (the white areas of the 

color logo). 


Tone-on-Tone (Lighter Ink) 

Positive Area 

(Lighter Ink) 

Positive Area 

(Lighter Ink) 



Negative Area 

(Nonprinted Area) 

Negative Area 

(Nonprinted Area) 


DO NOT print the negative areas of the 

logo on promotional items 


DO print the positive areas of the 

logo on promotional items 


20

APPAREL ITEMS 

GUIDELINES 

With apparel items, it is important 

to take extra care to ensure the 

logo is properly displayed and 

positioned. 

Though it is acceptable to place the 

Baldwin logo on most color apparel 

items, the preferred color to 

represent the company at major 

events are white, red, black or gray. 

APPAREL LOGOS 

Logos on apparel items can be 

produced in color, black, white or 

tone-on-tone. 

Due to the lack of readability, 

do not include “a CLARCOR 

company” on embroidered 

apparel items. 

For logos on apparel items, use 

the EPS (vector) versions. 

Check with the vendor for artwork 

requirements. 

COLOR VERSIONS 

Use Logo: BFBrandApparel 

(On embroidered items, leave off “a CLARCOR company” 

The vendor will make the ® registration mark black or white) 


(On screenprinted items, “a CLARCOR company” must be included.) 

FOR BLACK, WHITE OR TONE-ON-TONE VERSIONS 

If you have any questions 

concerning the correct usage on 

apparel items, please contact the 




Use Logo: BFBrandbwApparel* 

* For black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos. 



21

APPAREL ITEMS 

CAPS 

Color Versions 

When placing the color logo on a 

cap, the logo must have a white 

border. 

The ® registration mark must be 

included and should either be 

black on white or light 

backgrounds, or white on dark 

backgrounds. Due to the lack of 

readability, do not include 

“a CLARCOR company”. 

In some instances, the 

® registration mark is acceptable 

in either black or white. Please 

use your best judgment. 


White Border with Black ® Registration Mark* 

BLACK & TONE-ON-TONE VERSIONS 

Black Logo with Black ® Registration Mark 

Black & Tone-on-Tone Versions 

It is acceptable to place black or 

tone-on-tone logos on caps. 

When printing tone-on-tone, print 

the logo either several shades 

darker than the cap or several 

shades lighter than the cap. 

See examples. 

White Border with White ® Registration Mark 

Tone-on-Tone Logo (Lighter Thread) 

Logo Size (Front): 

3 in. (76 mm) width 

White Border with Black ® Registration Mark 

Tone-on-Tone Logo (Darker Thread) 




22

APPAREL ITEMS 

CAPS 

SIDE VERSIONS 

Side Versions 

The Baldwin logo can be placed 

on the side of the cap (left side is 

preferred). 

All color guidelines from page 22 

apply to these versions. 

Logo Size (Side): 

2 1/2 in. (63 mm) width 

White Border with White ® Registration Mark* 

Black Logo with Black ® Registration Mark 





23

APPAREL ITEMS 

CAPS 

TONE-ON-TONE (LIGHTER THREAD) 

TONE-ON-TONE (DARKER THREAD) 

It is important to note, when 

printing black or tone-on-tone 

versions, cap vendors stitch the 

word “BALDWIN”, but may or 

may not stitch the background of 

the bottom parallelogram around 

the word “FILTERS” due to space 

and readability; therefore, it is 

important to try and match Color 

2 as closely as possible to the 

cap color. 

Color 1 

Background 

behind “FILTERS” 

may or may not 

have stitching. 

If no stitching, then 

the hat color will 

show through. 

Color 2 

Color 1 

Background 

behind “FILTERS” 

may or may not 

have stitching. 

If no stitching, then 

the hat color will 

show through. 

Color 2 

Color 1 (Positive Area) = Lighter Thread 

Color 1 should be several shades lighter than 

the cap to create a good contrast. 

Color 1 (Positive Area) = Darker Thread 

Color 1 should be several shades darker than 

the cap to create a good contrast. 

Use Color 1 for the Positive Areas: 

The parallelogram behind “BALDWIN” 

The word “FILTERS” 

The parallelogram outline around “FILTERS” 

The ® Registration Mark 

Use Color 1 for the Positive Areas: 

The parallelogram behind “BALDWIN” 

The word “FILTERS” 

The parallelogram outline around “FILTERS” 

The ® Registration Mark 

Color 2 (Negative Area) = Darker Thread 

Color 2 should match the color of the cap as 

close as possible. 

Color 2 (Negative Area) = Lighter Thread 

Color 2 should match the color of the cap as 

close as possible. 

Use Color 2 for the Negative Areas: 

The word “BALDWIN” 

The inside of the parallelogram around 

“FILTERS” (optional) 

Use Color 2 for the Negative Areas: 

The word “BALDWIN” 

The inside of the parallelogram around 

“FILTERS” (optional) 


24

APPAREL ITEMS 

SHIRTS 


Color Versions 


shirt, it is best to place the logo 

on the front left side for maximum 

visibility. If the shirt has a pocket, 

place the logo above the pocket. 


color shirt, the logo must have a 

white border. 





backgrounds. Due to lack of 



Though it is acceptable to place 

the Baldwin logo on most color 

shirts, the preferred color shirts 

to represent the company at 

major events are white, red, 

black, gray or light blue. 

No Border with Black ® Registration Mark 

White Border with White ® Registration Mark 

Logo Size: 

2 1/2 in. (63 mm) width 

(not including white border) 

White Border with Black ® Registration Mark 

* Send the color (EPS vector) logo. Please send a copy of the Baldwin Brand Identity Standards to the vendor. 


25

APPAREL ITEMS 

SHIRTS 

BLACK, WHITE & TONE-ON-TONE VERSIONS 

Black, White & Tone-on-Tone 

Versions 

It is acceptable to place black, 

white or tone-on-tone logos on 

shirts. These logos can be placed 

on the front, left side or on the left 

sleeve just above the cuff. 





backgrounds. Due to lack of 



When printing tone-on-tone, print 

the logo either several shades 

darker than the shirt or several 

shades lighter than the shirt. See 

examples. 

See cap examples on page 24 

for more detailed information 

about matching thread use for 

tone-on-tone applications. 

Black Thread 

White Thread 

Black Thread 

Black Thread 

Logo Size: 

2 1/2 in. (63 mm) width 

Tone-on-Tone Logo (Darker Thread) 


* On black, white or tone-on-tone versions, send both the black & white (EPS vector) and color (EPS vector) logos. 



26

APPAREL ITEMS 

INCORRECT LOGO 

USAGE ON 

APPAREL ITEMS 

When using tone-on-tone versions 

(darker or lighter), do not make 

the word “BALDWIN” white. The 

word “BALDWIN” should be the 

same color as the shirt. 

When using lighter thread 

tone-on-tone versions on darker 

backgrounds, the lighter thread 

must be applied to the positive 

areas (the red and black areas of 

the color logo). 

Do not make the negative areas 

(the white areas of the color logo) 

the lighter thread color. 


Tone-on-Tone Versions 

DO NOT make the word “BALDWIN” white 


Tone-on-Tone Versions 

The word “BALDWIN” should be the 

same color as the shirt 

Tone-on-Tone Versions (Lighter Thread) 

DO NOT make the negative areas of the logo 

the lighter thread color 

Tone-on-Tone Versions (Lighter Thread) 

DO make the positive areas of the logo 

the lighter thread color 


27

CONTACT INFORMATION 

UPDATES 

Periodically check our website at 


resourcesimagebank.html to 

ensure you have the latest PDF 

version of our Brand Identity 

Standards, as well as our most 

current logos. 

MARKETING COMMUNICATIONS DEPARTMENT 

Thank you for taking the time to review our brand identity standards. If you have any questions or 

need additional assistance, please contact the Marketing Communications Department at 

Baldwin Filters. 

4400 East Highway 30 

P.O. Box 6010 

Kearney, NE 68848-6010 

Ph: 308-234-1951 

Toll Free: 800-822-5394 

Fax: 308-233-9424 

Email: marcom@baldwinfilter.com 

www.baldwinfilter.com 

If the logo or format you are 

looking for is not on our website, 

please contact the Marketing 

Communications Department 

at Baldwin Filters at 



28

Form 30 Brand Identity Standards March 2012 © 2012 Baldwin Filters, Inc.

BRAND IDENTITY STANDARDS - Baldwin Filters

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