Summa Brand Identity Guide

Brand Identity GuideREVISED 11/2012

Every day, for nearly three decades, Summa has delivered the world’shighest-quality cutters and printers without compromise. We will neverstop looking for the next innovative, precision product for the printing,outdoor advertising, vehicle graphics, and signmaking industries. Neverstop listening to what our customers want for their businesses. Never stopdelivering premier customer service alongside legendary performance.Corporate identity is one of the key building blocks underlying a company’smarketing and communication structure. Establishing a strong and instantly recognizableidentity for a company can only be achieved through the correct and consistentapplication of its logo. Summa’s logo has been developed to embody Summa’s sterlingreputation as a world-class leader committed to elevating the printing and graphicsindustries.introductionThis manual was designed to help implement proper usage of Summa logo so as toestablish a cohesive company image and reflect a polished, professional style. Acceptedexamples of the Summa logo are provided, as well as recommended fonts, colorcombinations and general usage guidelines.This guide provides details into the visual elements which constitute the Summa brand.Summa’s brand identity is rooted in the consistent use of a few basic elements. Whenthese elements are used correctly, the Summa brand radiates strength, innovation andquality, core foundations of the company. Fueling the Summa brand is an unwaveringcommitment to delivering the highest levels of product quality while enabling ourcustomers’ businesses to succeed by helping them get the most out of their Summaequipment.Identical to the physical emblems featured on Summa equipment, the contemporarySumma logo is the cornerstone of the Summa brand and reflects the precision andlegendary performance infused into every Summa product. Original logo elements wereretained in order to retain continuity and further represent the tradition of excellencegained from three decades of industry experience.A registered trademark symbol appears in the upper right area outside of the logotype.Do not manipulate or remove the symbol without prior approval from Summa Marketing.If there are any questions about how to use any of the brand elements or if additionalinformation is necessary, please contact Royce Owen, Director of Marketing, at 1-800-527-7778 ext 106 or send an email to royceo@summa.us.2

The chrome oval logo is the default logomark for use inthe vast majority of circumstances.The single-color vector oval logo is designed forinstances using a limited color palette or for whena single spot color logo is preferable, such as offsetprinting or embroidery.The traditional Summa logotype may be used if spacingand size considerations do not suit using the oval logo,such as on stationary or forms.Logos for use on white or light backgroundsThe main version of the Summa oval logo features asmall glint along the outer ring of the oval. This versionmay be used only on black or dark backgrounds.A black-and-white vector oval logo may be usedin dark background instances which feature spotprinting, a limited color palette, or a small logo area.A white version of the traditional Summa logotypemay be used on dark backgrounds if spacing and sizeconsiderations do not suit using the oval logo.Logos for use on black or dark backgroundsbrand signatures3

size & spacingClear space area for the Summa logo:In order to effectively size and space graphics and other textual elements proportionallyto the corporate signature, it is important to ensure these elements are kept an optimaldistance from the Summa logo. The dotted lines in the above diagrams illustrate theapproximate distance to maintain when using the Summa logo marks.Bear in mind, the dotted lines are merely minimum guidelines. In some situations, it maybe beneficial to have considerably more room for the logo and other visual elements.The Summa brand often relies heavily on the use of negative space to provide a visuallystriking counter-balance to the dynamic imagery and product shots featured throughoutSumma marketing campaigns.The Summa logo is usually best when placed near any of the corners of a design, althougha centered position may be more suitable under certain circumstances. Size is anotherimportant consideration. The logo is most effective when sized proportionate to otherelements within a design. Care should be taken to avoid overpowering other aspects ofthe design.4

One of the greatest distinguishing features of the Summa brand is the use of a vibrantblue amidst sophisticated neutral tones. Although no longer used for the actuallogotype, Pantone 3005 blue forms an essential part of the company’s brand identityand heritage. Over the last several years, the use of Summa’s blue has evolved into aless-is-more approach. When Summa blue is used sparingly and skillfully combined withwhite, black and various greyscale tones, a distinct style is created which is easy to useyet powerful through its simplicity.PANTONE 3005C 100 M 34 Y 0 K 2#0081C6R 0 G 129 B 198Spot Color Four Color Process Web Safe RGBPANTONE Process BlackSpot ColorC 0 M 0 Y 0 K 100Four Color Process#000000Web SafeR 0 G 0 B 0RGBProcess Black 90%Spot ColorC 0 M 0 Y 0 K 90Four Color Process#313131Web SafeR 49 G 49 B 49RGBcolorsProcess Black 70%Spot ColorProcess Black 17%Spot ColorC 61 M 53 Y 52 K 23Four Color ProcessC 19 M 15 Y 16 K 0Four Color Process#616161Web Safe#CCCCCCWeb SafeR 97 G 97 B 97RGBR 204 G 204 B 204RGB6

Summa regularly employs three different typefaces throughout company marketingmaterials, advertising and websites. Each typeface is used for particular aspects, such asheadings, body text, and smaller print.Myriad ProThe Myriad Pro typeface is the most widelyused of all the Summa fonts. Main headings,body text and product copy are the mostfrequently-used instances. Although notevery font within this typeface family suits theSumma image, commonly-used variationsare the condensed, semi-bold condensed,regular, bold and bold condensed.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”Adobe Garamond ProAdobe Garamond Pro is the typeface usedfor secondary headings, company slogansand product taglines. Even though Summauses mostly modern, san-serif fonts, thesubtle serifs of Adobe Garamond Pro adds atouch of elegance when not overdone.HelveticaHelvetica is used for websites, smaller printand the occasional circumstance where athird typestyle is desired. A condensed, fauxitalic Helvetica is regularly used for phonenumber information and website addresses.When designing for the web, Arial orMicrosoft sans-serif can be substituted.M+ 1cM+ 1c is a precise and modern typefacesuitable for its high legibility andcontemporary styling. This typestyle may beused for as a secondary alternative to theother Summa typefaces.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?.,;’”typefaces7