BRAND STYLE GUIDE FPO - Irwin Tools

Section 1:IRWIN Tools OverviewA. Purpose of This Style GuideB. Company OverviewD. Guiding Principles5

B. Company Overview1. IRWIN Tools OverviewCompany OverviewIRWIN Tools manufactures and distributes professional grade hand tools and power toolaccessories worldwide for trade professionals who demand superior performance anddurability on the job. IRWIN's brand portfolio features user-preferred category leaders suchas IRWIN ® , VISE-GRIP ® , MARATHON ® , QUICK-GRIP ® , SPEEDBOR ® , STRAIT-LINE ® ,UNIBIT ® , and HANSON ® .For more than a century, innovation has been the hallmark of IRWIN Tools. With thedevelopment of the first IRWIN Auger Bit in 1885, to the later introductions of VISE-GRIPLocking Tools, SPEEDBOR Flat Bits, ARATHON Saw Blades and QUICK-GRIP Bar Clamps,IRWIN has been at the forefront of the tool industry, creating superior tools for the professionaltradesman.Petersen Manufacturing CompanyNewell Rubbermaid, a global marketer of consumer and commercial products, acquired American ToolCompany in 2002 and changed the name to IRWIN Industrial Tool Company in 2003.Today, IRWIN Tools does business in over 150 countries and five continents. The Company’sU.S. Headquarters is located in Huntersville, North Carolina, and our European headquartersis based in Geneva, Switzerland. Design centers are located in Asia, Europe and the UnitedStates.IRWIN Auger Bit CompanyFor more information on the Company, please visit www.irwin.com.IRWIN Headquarters, Huntersville NC7

8IRWIN’s guiding principles summarize the way we should think and act, every single day, as westrive to enhance the IRWIN brand.

OUR GUIDING PRINCIPLESIRWIN’s guiding principles are meant to remindus how we should think and act, every single day,as we remain true to the IRWIN brand.GO BOLDLYWhile some brands rest on their laurels, we are restless. We’re never set inour ways. We always have our eye on innovation. And quality. We enjoy thegame. We continually pull out a play that no one is expecting. And we runendless circles around the competition. We’re built on some of the oldestbrands in our industry, yet we still have a youthful, entrepreneurial spirit,and the hunger to continually improve and win. We can never be boldenough.9

OUR GUIDING PRINCIPLESIRWIN’s guiding principles are meant to remindus how we should think and act, every single day,as we remain true to the IRWIN brand.BE TOUGHLike metal molded by friction, we’re stronger for what we endure.We bend, but we never break. We always have our eye on being thebest. And anything short of the best, is simply not good enough. Wecontinually use our bare hands. And our minds. We strive to reach ourfullest potential. And we never give up. We’re determined. And we knowthat perseverance pays. We are always tough.10

OUR GUIDING PRINCIPLESIRWIN’s guiding principles are meant to remindus how we should think and act, every single day,as we remain true to the IRWIN brand.STAY TRUE BLUEIf IRWIN had a tattoo, it would read “True Blue.” We know our toolsare more handsome than the other guy’s tools. But more importantly,our tools stand up on the job. Every time. No matter what. We knowthat tradesmen have to be able to count on the tools in their belt tonever, ever buckle under pressure. Our tools earn their keep. And theycontinually earn the trust of the professional tradesmen who counton them.11

OUR GUIDING PRINCIPLESIRWIN’s guiding principles are meant to remindus how we should think and act, every single day,as we remain true to the IRWIN brand.BUILD ITWe’re curious. And we’re obsessed with the tradesmen who use our toolsevery day. We know they keep the world running when the things wedepend on break down. They build our homes. And our lives. We know,without them, our dreams would never see the light of day. We take theimpossible, and make it possible. We build tools to make the job easier.Or faster. We build tools that stand up to the rigors of daily use. We aretradesmen ourselves. And we never forget it.12

OUR GUIDING PRINCIPLESIRWIN’s guiding principles are meant to remindus how we should think and act, every single day,as we remain true to the IRWIN brand.MAKE EVERY LITTLE BIT COUNTWhile each of us can stand alone, together, we are a mighty force.Every little bit of know-how, can-do, and commitment counts. We caredeeply about what we do. We know with the power of teamwork, wewill thrive. Working together, we are unstoppable. We never, ever forgetthat every little bit counts.13

Section 2:The IRWIN BrandA. Our Target AudienceB. Brand Strategy and PositioningC. Communication StyleE. Master Brand and Sub-brands15

2. The IRWIN BrandBrand Positioning and Target AudienceA. Brand Positioning and Target AudienceThe IRWIN brand targets professional tradesmen, including carpenters, automotive technicians,electricians, plumbers, framers, HVAC technicians, Maintenence and Repair Professionals andgeneral contractors. These end-users appreciate quality and are willing to pay more for theirtools because they believe the quality of their work is linked to the tools they use.Observations about our target audience:• The professional segment is comprised of diverse, trade-specific groups. Each has differentproduct needs and requires different tools to meet their unique job requirements. This segmentcan be very brand loyal.Observations about our secondary audience:• The heavy DIYer wants “the tools the pros use,” but are less brand loyal. Product availabilityis critical.• Hobbyists are loyal and passionate with unique product needs. They are committed to theircraft, seek out detailed product knowledge, and are influenced by peers and clubs.Global Target• Residential and Commercial• MROInsert Brand Positioning Grid andupdate photo16

2. The IRWIN BrandCommunication StyleVerbal Communication Platform:Reach for GreatnessFor some, it’s just a job. A means to an end. For others,like you and like us, what we do is who we are. It’s acalling. It’s a part of us. A tireless pursuit. It’s what setsus apart. And anything worth doing… well… it’s gottabe done right.You build life with your hands. And you care about whatyou do. A lot. It may not show outwardly. But it’s alwaysthere. In the care and commitment you approach everytask, of every day with.It’s about making things real. Building dreams. And lives.Staying true to the things that are worth fighting for.Using your knowledge and skill to build the foundationfor everything that keeps the world running. Yet youremain humble. And you love every minute of everythingyou do.Not surprisingly, not just any tool will do. You want toolsthat help you do the job the way it was meant to bedone. Tools that were built to the same high standardsthat you hold yourself to.C. Communication StyleAll consumer-facing communications should show our commitment to building upon theknowledge, skill, and personal ability of tradesmen. Our verbal communications shouldreinforce that IRWIN continually elevates the role of the tradesman as an integral part ofsociety, and that we honor them for the role they play in our lives, and the contributions theymake to the world each and every day. Providing tools that extend the human capabilities ofthe professional tradesman is at the heart of everything we do. This commitment to elevatingthe role of the tradesman is how we will build long-term loyalty with our users.The IRWIN brand should always speak with confidence, pride, and authority. The character ofthe IRWIN brand should be reliable, honest, intelligent, straightforward, and motivating. Ourproducts are bold and tough, and continually stand up on the job. Our communications mustalways support this. The end result is to gain the trust and loyalty of professionals through thesuperior performance of our products. The IRWIN brand should always strive to be a symbol ofstrength, integrity, endurance, and commitment.While communications for our advertising and public relations will focus more on buildingan emotional connection with the tradesman through the concept of “elevating the role ofthe tradesman”, we are a manufacturer of superior hand tools and power tool accessories.Therefore, our point-of-purchase communications, such as packaging and merchandising,should amplify the features and benefits of our products, while differentiating IRWIN from thecompetition.IRWIN Tools deliver. Time after time. Because with you,it’s not just about doing the work. It’s about doing yourlife’s work.18

3. Universal Graphic StandardsIRWIN Color PaletteE. IRWIN Color PalettePrimary Brand ColorsOne of the core equities of the IRWIN brand is ouruse of the combination of blue and yellow in ourmarketing communications. While these colors areused individually by some of our competitors, IRWINowns the blue/yellow combination in the hand toolsand accessories industry. It is critically important thatspecifications of “IRWIN Blue” and “IRWIN Yellow” arefollowed and maintained across all marketing elementsto achieve consistency in our brand communication.These colors have evolved slightly to become IRWINBlue and IRWIN Yellow. The primary reasons for thisshift are compatibility with fade-resistant pigmentsin ink formulating and inherent differences betweenPantone ® reference books. The IRWIN Global ColorStandards reference is distributed to all suppliers ofpackaging, merchandising and collateral material.Tolerances are established for high and low densityvalues of each spot color to ensure consistency inevery process.Secondary Brand ColorsThe use of red is allowed on packaging andmerchandising to call attention to a promotionalmessage.Primary Brand ColorsIRWIN Blue100%IRWIN Yellow100%Secondary Brand ColorsProcess Black100%PMS (C) U.S./EU: 280 CPMS (U) U.S./EU: Simulation of PMS 280 CCMYK Value U.S.:100% C, 79% M, 0% Y, 28% KCMYK Value EU:100% C, 72% M, 0% Y, 35% KRAL (classic) EU: 5002RGB Value U.S.: 0 R. 58 G. 127 B.RGB Value EU: 0 R. 51 G. 102 B.Hex Value U.S./EU: 003366PMS (C) U.S./EU: 123 CPMS (U) U.S./EU: Simulation of PMS 123 CCMYK Value US:0% C, 21% M, 100% Y, 0% KCMYK Value EU:0% C,18% M, 90% Y, 0% KRAL (classic) EU: 1023RGB Value US: 255 R. 201 G. 7 B.RGB Value EU: 255 R. 204 G. 0 B.Hex Value U.S./EU: FFCC00PMS (C) U.S./EU:CMYK:RAL (classic):RGB:HEX:Process Black C0%C, 0%M, 0%Y, 100%K90050 R. 0 G. 0 B.000000Promotional Red100%PMS coated U.S.:PMS uncoated U.S.:PMS coated EU:PMS uncoated EU:CMYK Value U.S.:CMYK Value EU:RAL (classic):RGB Value U.S.:RGB Value EU:HEX Value EU:185 C185186 C1860% C, 91% M, 76% Y, 0% K15% C, 100% M, 100% Y, 5%K3020239 R. 62 G. 66 B.153 R. 0 G. 0 B.99000028

Icon FormatsStraightF. Iconography3. Universal Graphic StandardsIconographysPreferred design for icons placed on theright side.AngledTrilingual ExampleRound (LIMITED USE)Note: Round icons should only be used once you have three or more iconsand you need to draw special attention to another attribute or benefit.ArrowsBilingual ExampleTrilingual ExamplePreferred design for icons placed on theleft side.Bilingual ExamplesEuropean (No Language)Product Attribute IconsProduct attribute icons should be highly detailed lineart with a three-dimensional look. When possible, theicon graphic should protrude out of the icon box andhave a drop shadow. For maximum consistency acrossproduct category, all graphics within the product lineshould be considered when determining icon shape andlocation.The shape of an icon is determined along the price pointcontinuum, with the straight icons being utilized onOPP/MPP product lines and the angled icons reservedfor HPP product lines. The round icon should only beused under special circumstances, once you have threeor more icons and you need to draw special attention toanother attribute or benefit.Straight IconsThe angle of the call-out box must lean to the right at78º (one side only). The bounding box has a 1pt. blackborder with a white fill and the call-out box has a 1pt.white border with a black fill.Angled IconsThe angle of the call-out box and bounding box (bothsides) must lean to the right at 78º. The bounding boxhas a 1pt. black border with a white fill and the call-outbox has a 1pt. white border with a black fill.Round Icons (LIMITED USE)Text in round icons should be all caps. If the package istrilingual, English and French appear in the circle, withSpanish in plain text in close proximity to the icon.Arrow IconsAn arrow is used to draw attention to a particular partof a package or specific point in an icon. The standardcolor and shape to the left should be used consistentlyon all packaging, merchandisers and collateral.4-Color Process Spot Color Double Headed29

3. Universal Graphic StandardsIconographyIcons – Product Benefit/Performance ClaimsThe most important thing for the user to know aboutthis product should be communicated in the style wehave established, in close proximity to the product.When a numerical value is assigned to a feature, suchas 3X, the claim must be quantified on the front of thepackage with an asterisk and corresponding copy (i.e."vs. traditional tooth saws").The supporting copy should be set to the right, asshown, whenever possible. It is incorporated into a45º angled box with a brushed metal background andIRWIN Yellow 1pt. border, unless graphic is set on ayellow background, in which case the border shouldbe white.English OnlyBilingual English-dominantUnivers 93 Extra BlackExtended Oblique, CapsTypo in the first twographics needs to befixed — should readBLADE STROKES (notSTOKES)When a secondary supporting box is needed, it shouldbe placed below it and follow the same angle, with adark blue brushed metal background instead of silver.When needed, a drop shadow can be added to theX-Factor graphic lock-up.Bilingual Equal-prominenceNumeric ClaimsThe primary color of the X-Factor text should beIRWIN Blue.Supporting TextSupporting text may be black, white, or white with ablack outline at the designer's discretion.TrilingualNote: This page illustrates the full graphic range of theX-Factor product claim. There is flexibility to combinedifferent elements based on particular packagingconstraints, but the X Factor 'style' should be usedconsistently across a product family.Supporting text asstandard text i.e. nographic backgroundItalic text may be used in the numeric or primaryheadline, if showing spped is desired.Stacked (Alternative Version)United SansSemi-Condensed Bold, Caps30

The wordhere in ththough thsuggest tbe avoideanother e3. Universal Graphic StandardsPromotional CommunicationG. Promotional CommunicationUse of Red on MerchandisersThe use of red is allowed on packaging andmerchandising to call attention to a promotionalmessage. Language such as “free”, “discounted” and“value” should be avoided, because they imply ourproducts are cheap. Terminology such as bonus andspecial offer are permitted. The preferred use of thecolor red is in conjunction with other approved graphicelements.31

3. Universal Graphic StandardsPhotographyH. PhotographyIn-Use Product PhotographyAction photography should showcase that our toolswork as hard as the people who use them. Treat thetradesman as a hero using realistic backgroundsthat set the tone of professionalism and qualityworkmanship. Tools, clothing and accessories such asbags, belts, and safety equipment should appear usedand "broken-in", and reflect the everyday appearancesof the tradesman at work. The art director shouldincorporate the brand colors, such as blue shirts, khakior beige pants, natural woods, color of equipment, etc.However, IRWIN-branded clothing should be avoided.Tool boxes and belts should contain several IRWINproducts, but not exclusively. When other products areincluded, all logos and identifying graphics must beretouched out of the photo, and colored handles shouldbe converted to grayscale to appear generic. In addition,logos, graphics and warnings must be removed in postproductionfrom all clothing, equipment, etc.Environment PhotographyEnvironment photography should portray thecontributions professional tradesman make to society.The setting should illustrate hard work with dynamicbackgrounds. Shoot from a slightly lower angle tocapture the tradesman somewhat larger than life,without becoming over-powering or intimidating. Whenpossible, use actual tradesmen as models, chosen toreflect the ethnographics and demographics of yourspecific region, and mimic the way they typically movethrough the day (taking safety measures into account).Capture the expression on his face, without having himlook directly at the camera.Environment PhotographyProduct In-Use ImageExample of Brand Color Incorporation32

Section 4:Product DesignVisual GuidelinesA. Product Design GuidelinesB. Product AttributesC. TrademarkD. Use of Color on a ProductE. Overmolds and Soft Durometer MaterialsF. Signature Elements35

4. Product Design Visual GuidelinesProduct Design GuidelinesA. Product Design GuidelinesThe IRWIN Product Design Guidelines ensure aconsistent proprietary design language that establishesa family look that is easily recognized as IRWIN Tools.Each IRWIN product utilizes a distinctive designenvelope so the professional tradesman can recognizethe tool as uniquely IRWIN.The IRWIN Tools design is based on three criteria:• Industrial grade: Rugged and enduring• Professional: Conveys fine artistry or workmanship• Innovative: Provides significant new benefits forprofessional tradesmenDesign VisionAll IRWIN Tools products represent a straightforwardand intuitive appearance that is founded on the basicprinciples of function, ergonomics and durability, whichmeet the needs of professional tradesmen. In addition,the use of clean angular lines, chamfers and structuraland geometric forms create an industrial and powerfullook that represents the IRWIN Tools brand identity.36

B. Product AttributesAll IRWIN Tools products should be designed with boththe brand and consumer in mind. Through productdesign, IRWIN Tools should be seen as an innovativecompany dedicated to the professional. The lookand feel of every IRWIN Tools product should instillconfidence that the product is:• Professional• Durable/long lasting• Dependable/reliable• Rugged/strong/sturdy• Easy to use/intuitive• Powerful• Highest quality• Highest performance• Industrial grade• Bold/aggressive• Substantial• Chiseled/clean/crisp4. Product Design Visual GuidelinesProduct Attributes37

5. Packaging StructureExample 1 Example 2A. Structural Parameters• 45 degree angle (See Example 1 )• Length of line “X” should be 15% of card width “Y”(See Example 1)• Height of angle start “Z” at landing strip is locatedwith respect to the hang hole, and is variable basedon package width Y. (See Example 2 andExample 3)• Y < 1.5" = no step-down• Y 10.0" = referenced from bottomof hang hole Z4B. Hang HoleExample 3• Sombrero style is IRWIN Global Standard (SeeExample 4)• Location can move to a maximum of .875" from thetop of dieline (clamshell flange, if applicable, is to beincluded in .875" measurement)Z1Z2Z3Z4C. Corner TreatmentsExample 4• Standard corner treatments should be chamfers, with aminimum dimension of 0.1" x 0.1"44

5. Packaging StructureExample 5UTD. Banner Treatments• Banners are not required to have a step-down, but if astep-down is included, it is advisable to follow theseguidelines: (see Example 5)• Banner step-down length “T” should equal 50% of maincard step down length “U”, Where “U” is a function of“X”, “Y” and “Z”, as previously described.SE. HeadersT• Where appropriate, headers for displays and labelssell strips should be designed as follows (SeeExample 6)• Length of line “P” should be 10% of card width “Q”S• Height of drop down “L” should be 10% of overallvisible height “M”F. Step-Up Strategy• Within a product line family, the suggested methodof delineating among price points:• OPP: Flat card or package, noadditional dimensionExample 6• MPP/HPP: Added dimension for communicationvia flaps, embossments, foldovers, dielineextensions, foil stamping45

1a.6. Packaging and MerchandisingFront Panel Foundation1b.Zone 1Zone 2Zone 3Structural Step-DownMasthead Step-DownLandingC. Front Panel FoundationIRWIN has established a foundation of design elementsto create a strong brand identity and consistency atretail. These foundation elements can be broken downinto three zones:Zone 1: Blue MastheadDedicated location for the IRWIN brand and SKUnumber. Masthead Drop Shadow: Black, Multiply, 80% ,X- 0.01" Y- 0.01", Blur 0.04"When determining the height of blue masthead and theIRWIN logo, be consistent across product categories,taking varying die line sizes into consideration.When determining the width of the masthead, choosethe guideline based on hang hole location (1a or 1b):1a. If the IRWIN logo sits below the hang hole, the bluemasthead height is determined by placing one “I” widthabove and below the IRWIN logo.1b. If the IRWIN logo starts to the left or right of a hanghole, the blue masthead should end 1" below the toppoint of the hang hole.Zone 2: Yellow FieldDedicated to sub-brand, tool placement, productdescription and a maximum of two key features/benefits for OPP/MPP products, and three for HPP.Zone 3: WaterlineServes only as the bottom “frame" and CANNOT containany verbal communications or graphic elements. Itshould be a fixed .125 (1/8”) in height. It should alwaysbe visible, unless a dimensional band on the packagecovers it.1"51

6. Packaging and MerchandisingFront Panel FoundationMasthead Step-down HeightThe angle of the step-down should always be 45º,descending from left to right. The height of the stepdownarea of the masthead should be 1/2 of the heightof the IRWIN logo, regardless of die-line size.Masthead Step-Down HeightNarrow Die-lineThe following exceptions should also be considered:Wide Die-linesOn packages larger than 10" wide, the minimummasthead step-down height is .25", regardless of theheight of the IRWIN logo.Average Die-linesThe minimum masthead step-down height is .20",regardless of the height of the IRWIN logo.Narrow Die-linesOn packages smaller than 2.5" wide, the minimummasthead step-down height is .15", regardless of theheight of the IRWIN logo.Average Die-lineNote: Wide die-line example not shown52

Masthead Step-Down Width6. Packaging and MerchandisingFront Panel FoundationMasthead Step-down vs. Structural Step-downStructural Step-DownTo determine the location of the masthead step-down,measure the step-down height, divide by 2 and place theend of the masthead step-down that distance to the leftof the structural step-down (see example)..16".08"Note: Example shows the masthead step-down linedup to the right sideof the 2nd "I" in IRWIN. Also notethat the masthead step-down is not placed further thanthe center of the packaging.Wide Die-linesIf there is no structural step-down, the masthead stepdownshould be set on the right at 1/4 of the width ofthe package.No Structural Step-downAverage Die-linesIf there is no structural step-down, then the mastheadstep-down should be set at 1/3 of the total width of thepackage.Narrow Die-linesThe masthead step-down must always align with theright edge of any of the letters in the IRWIN logo.However, it may not invade the non-intrude space ifthere is a sub-brand.Note: The masthead step-down should neverbe placed further left than the center point ofthe package.Narrow Die Line with Structural Step-down53

6. Packaging and MerchandisingFront Panel FoundationSKU Number LocationSKU NumberThe SKU number is set in MICRO Technic Condensed,at a maximum of 7pt. Placement is on the bottom rightcorner of the masthead. Standard placement 0.125"from the right edge. However, measure the distancebetween the IRWIN logo and the edge of the package.If this distance is greater than .125", place the SKUnumber at the same distance from the edge as theIRWIN logo. It should be placed 0.05" from the bottomedge of the masthead.Note: Example shows the minimum marginposition SKU number can be on the left.Horizontal PackagingInvading the blue bar with an icon/call out is permittedon horizontal layouts. Apply a drop shadow only to theprimary graphic invading the masthead, such as theblack circle. The shadow should be set in black and theMode: Multiply, Opacity: 75%, X and Y Offset: .04 in,Blur: .11 in. The section of the black circle that invadesthe masthead should be bordered with a 1pt. white rulefor maximum contrast.Font OrientationVerbiage should be right-reading whenever possible,either right- or left-justified. Avoid forced justificationand centered type. When space is very limited, the typemay be rotated at a 90º angle, reading up.Invading the Blue BarAlternate Font OrientationLanguage SeparatorsA straight vertical line or dot should be used to separatelanguages that sit side by side in close proximity. Ifthe languages are stacked vertically and space islimited, then a horizontal straight line may be used as aseparator.Note: If a separator is needed between two languages,the slanted forward dash should be used.Language SeparatorsNote: Straight vertical line separator not shown.54

6. Packaging and MerchandisingBack Panel FoundationAll copy in the cross-sell graphic usesBerthold Akzidenz Grotesk – Bold CondensedCross SellInformation should be enclosed in a straight rectangleoutlined with a 1pt. black rule. Feature and benefitcall-outs appear in black rectangular blocks, angled at78º descending to the left. The blocks are outlined with a1pt. rule in 30% black. The benefit call-out should beginwith a square bullet. On trilingual packages, Englishand French appear in the two slanted black rectangles.The Spanish is in black text under the bottom slantedrectangle. On bilingual packages, both languages shouldbe in the boxes in white text.Legal claimsAll languages should be the same font size and color. Usea horizontal line to separate languages if space is limited.Black text on white background, uppercaseUppercaseSentence caseUppercase"A Newell Rubbermaid Brand" logotypeThe ANRB logotype should be placed above the UPC andsized to match its width, at a minimum of 1" wide.UPC CodePreferred placement of the UPC is within the bottom rightcorner, 1/4" from the die line to the right and below. Theclosure should be right justified and be placed just to theleft of the UPC. When needed the UPC may be set on theleft corner, with the closure left-justified and placed tothe right. The UPC should appear in 100% Black at fullsize whenever possible. On yellow backgrounds, a 100%white box should be added behind the UPC for maximumcontrast. If necessary, it can be truncated or scaled to aminimum of 80%. Ribbing can not interfere with the UPC.If there is a Sensormatic Tag, it must be within 3" of theUPC.ClosureThe closure should be left- or right-justified, dependingon the UPC placement, and bottom-aligned with thenumbers in the UPC code. The job number should sitbeneath the closure.ClosureHorizontal OrientationVertical OrientationBerthold AkzidenzGrotesk - BoldCondensed58

Quarter Pallet6. Packaging and MerchandisingMerchandisingF. MerchandisingABCQuarter Pallets:The product description goes directly under the subbrand(this should match the product description fromthe packaging).Each panel should have a maximum of two featuremessages, not including the red promotional message(if applicable). These messages can be communicatedverbally using bulleted text and/or visually using iconsor photography.D(A) Clear Branding: Yellow logo on blue header bar.(B) Numbers on merchandisers should always be inthe font Micro Technic.(C) All merchandising should have color photography,(in-use, static or a combination of both) to complimentmessages on the packaging. MarComm Director mustapprove exceptions to this.(D) QP Base should have the IRWIN logo and sub-brands.Branding Option 1 (3:1 aspect)Branding Option 2 (2:1 aspect)59

7. CollateralExamplesA. PowerPoint TemplateIRWIN Tools PowerPoint TemplateThe IRWIN PowerPoint template creates a consistentbrand look for all presentations.B. Collateral TemplateThe IRWIN collateral template provides a foundationfor the development of brochures and other salesmaterials. It is intended to create a consistent look andfeel throughout IRWIN literature, while allowing for theflexibility necessary to meet communication objectives.Multi-Page Product Line Brochure62

Masthead with Sub-brandMasthead7. CollateralExamplesBerthold AkzidenzGrotesk BoldCondensed,white,title caseIRWIN with Sub-BrandThe masthead consists of the standard blue gradientwith an IRWIN yellow rule inset 1/16" from the edge.An IRWIN yellow panel containing the sub-brand logoin black sits underneath. The yellow panel ends at an"I" width from the baseline of the sub-brand logo. TheIRWIN yellow panel should have a black drop shadow.Apply these settings to the shadow: Multiply, Opacity75%, 135°, X-0.03" Y-0.03", Distance–0.05".Berthold Akzidenz Grotesk Bold Condensed, IRWIN yellow,lowercaseMasthead – IRWIN only1/8"IRWIN with no Sub-BrandThe IRWIN-only masthead consists of the standard bluegradient with an IRWIN yellow rule inset 1/16" from theedge. The blue gradient panel should have a black dropshadow. Apply these settings to the shadow: Multiply,Opacity 75%, 135°, X-0.03" Y-0.03", Distance - 0.05".TitleThe brochure or section title appears in the lower areaof the masthead. It should be right-justified, set at 1/4"from the right edge and 1/8" from the yellow rule belowit. The preferred type size is 24pt.FooterThe footer should always be 0.5" high at its tallestpoint. It consists of the standard blue gradient with anIRWIN yellow rule inset 1/16" from the edge. The URLor Customer Service number appear on the left, 1/4"from the edge of the live area and centered vertically.Only the URL may appear on the front cover. On interiorpages, the URL and Customer Service number shouldalternate pages. For sell sheets, the URL appears onthe front page, and the Customer Service number on theback. A 1/8" tall IRWIN yellow box sits at the bottom ofthe footer and bleeds off the sides and bottom.63

7. CollateralGraphic ElementsGraphic ElementsC. Graphic ElementsTopic HeadersTopic HeadersTopic headers consist of the standard blue gradient witha step down on the top and bottom as shown. An IRWINyellow rule runs along both the top and bottom,inset 1/16" from the edge. They may be used on theright or left side of the page, but must bleed off theedge. Text must be left justified and should be set tofit between the top and bottom step-downs wheneverpossible. Apply these settings to the drop shadow belowthe blue bar: Multiply, Opacity 75%, 135°, X-0.03"Y-0.03", Distance–0.05".Viper Norawhite,uppercaseGridsColumn HeadingsColumn headings should be inside a blue box. If acolumn descriptor needs to be two lines, all descriptorsshould be bottom-aligned.Grid TitleThe grid title should always be an IRWIN blue blockwith yellow text.Product ListThe entire grid should be in a white box (with theexception of column headings). SKU lists should sit onan alternating pattern of gray (20% Black) and whiteblock backgrounds. The first line block of the gridshould be gray. Blocks should be evenly spaced.GridsAll grid text is set in Berthold Akzidenz Grotesk.ExtraBoldCondensedDescription Blade Length Blade Thickness Tooth Count Item #Universal Handsaw 15" (381 mm) .85 mm 11 pt. 177346520" (508 mm) .85 mm 11 pt. 1773466ProTouch Coarse Cut Saw 15" (381 mm) 1 mm 9 pt. 201120120" (508 mm) 1 mm 9 pt. 201120424" (609 mm) 1 mm 9 pt. 2011203ProTouch Fine Cut Saw 15" (381 mm) 1 mm 12 pt. 201120024" (609 mm) 1 mm 12 pt. 2011202Standard Coarse Cut Saw 15" (381 mm) 1 mm 9 pt. 201110220" (508 mm) 1 mm 9 pt. 2011104Bold Condensedtitle case,left justifiedCondensedtitle case,left justified64

7. CollateralGraphic ElementsWalk-AroundsAll walk-around text is set in United Sans Semi Condensed.Product Walk-AroundWalk-arounds should be anchored by a static productphoto with a drop shadow (set to below specifications).Black leading lines are straight, ending in a 0.10" x 0.10"black square. When needed, apply a 0.5 pt. white borderaround both the leading line and black square for maximumcontrast. Sell sheets should have numbered walkarounds, with the supporting copy appearing as acomplete list.Drop ShadowsDrop shadows should be applied to all product images,in-use photos and headers. Use the following settings forconsistency: Black, Multiply, Opacity 75%, 135°, X-0.03"Y-0.03", Distance–0.05".Bold,IRWIN Blue,Title CaseMaximum size:13pt.Running CopyRunning copy should be left-justified, ragged right whenpossible. Forced justification is not recommended, toavoid rivers. Leading should be set to be the textpoint size + 2. (i.e. 9pt text, 11 Leading).Bold,Bulleted,Black,Sentence CaseMaximum size:12pt.Running CopyAll running copy is set in Berthold Akzidenz Grotesk Condensed.65

7. CollateralPaper SpecificationsD. Paper SpecificationsIRWIN will use consistent paper and print specifications,by global region, to provide consistent and polishedmarketing materials.Print SpecificationsIRWIN BrochureColors: CMYK Process ColorsStock: Gloss Cover 80 lb.Finishing: Fold, Saddle-stitch, 3-hole drill (5/16")IRWIN Sell SheetColors: CMYK Process ColorsStock: Gloss Cover 80 lb.Finishing: 3-hole drill (5/16")FlyersColors: 4/4 - CMYK ProcessStock: Gloss (Text) 100 lb.Global Print SpecificationsConsult your Marketing Communicationsteam for print/paper specifications.66 59

Section 8:IRWIN Brand Buildingand ActivationA. Print AdvertisingB. Public RelationsC. OnlineD. Brand Activation

8. IRWIN Brand Building and ActivationPrint AdvertisingA. Print AdvertisingPrint Ad TemplateHeaderIRWIN print advertising will use a consistent templatefor all IRWIN branded communications. Print advertisingconsistency will maximize impressions and aid in brandrecognition.The blue header should be 0.5 tall at the bottom of thestep-down. The position of the step-down may move leftor right to achieve spatial balance with the photo belowit. It should not cut off vital parts of the image. Usethe standard header and footer graphics for the bluebar with yellow rule to ensure consistent application ofthe gradient. The header and footer both utilize a dropshadow set at 80% Black with a gaussian blur appliedat 3.0%. The shadow should be spaced evenly from theblue bar at all points.Image &HeadlineThe photograph chosen should elevate the role of thetradesman and incorporate the in-use photographystandards. For composition please be cognizant ofangles and perspective lines, placing the image withinthe frame in a way that compliments the angles of thestep downs whenever possible. The headline shouldbe incorporated into the primary image. Utilize dropshadows tinted to match the coloration of the photobelow the text and, when necessary, place a gradientoverlay in the image itself to help the typography standout clearly.CopyrightBlueBrandBarBody CopyURLPrimary BrandSub BrandTaglineA static image of the featured tool is incorporated intothe image just above the step down of the bottomheader. The product may be rotated to achieve the idealfit within the layout. Drop shadows, tinted to match thecoloration of the image below and set to Multiply, shouldbe used to bring attention and focus to the product. Thesize should not exceed 30% of the total height of thelive area.68

8. IRWIN Brand Building and ActivationPrint AdvertisingDrop shadows behindtext use natural tintsfound in the photounderneath, and agradient overlay hasbeen added to theimage to help thetext stand outExample of ways toincorporate angles andlayout of photo withinthe header and footerThe bottom section of the ad template is the “blue brandbar.” Copy for the ad shall be placed in this section,along with the placement of the IRWIN brand and/orsub-brand. The URL should be placed beneath the copyand justified to the right, set in Akzidenz CondensedBold, IRWIN yellow. Placement of the bottom step-downshould remain consistent, and can be adjusted slightlyto accommodate for the static product image aboveit. The total height of the footer may be adjusted toaccommodate the length of the body copy. Pleasemaintain 1/4" of negative space between the copyand yellow rule, and allow dead space at the gutterand bottom crop according to individual publisher’sspecifications.PrimaryproductclaimProduct-specific and sub-brand logoThe copy should be placed in a text box with the rightside angled to allow an even rag along the step down. Itshould be Akzidenz Grotesk Regular, set in white, at nolarger than 11 pt.The copyright should be set in white Akzidenz GroteskRoman, at a 90º angle reading up. On ads utilizing astatic product photo, it should always be placed on theright side of the image, at the edge of the live area.Product-Specific AdvertisingFor product-specific advertising, the primary productclaim should be incorporated into the body copyheading.69

8. IRWIN Brand Building and ActivationPublic RelationsB. Public RelationsPublic relations is an important component of our marketing mix to help build the IRWIN brand andsupport our business objectives. Through public relations, IRWIN strives to inform and educate consumersand key stakeholders, while building lasting positive relationships that create trust and a climate ofconsumer acceptance for our brand and our products.Unlike advertising, which is messaging paid for by a company, effective PR generates positive mediacoverage from a third-party source (the media outlet, i.e., newspaper, magazine, TV station, etc.) whichsupports the credibility of the company, and the message it is trying to communicate.Public relations is really all about influencing consumer perceptions about a brand, product or service. Aspart of an integrated campaign, PR can reinforce advertising messages and support promotional efforts todrive awareness and purchasing.IRWIN uses public relations to support:• Brand building efforts• Product launches• Line extensions• Consumer events and promotions• Trade eventsPlease work directly with your Marketing Communications Manager on the development of PR plans,press releases or media relations strategies to support your product or marketing initiatives.Media Inquiries:Should you ever be contacted by a member of the media, please direct all media inquiries to yourMarketing Communications Manager. Deadlines for media requests are typically short, so pass along anyinquiries immediately.IRWIN Spokespeople:The Marketing Communications Director or Marketing Communications Manager for your Division willorganize interviews or provide responses for media inquiries. Only GBT Leaders / VP of Marketing or abovewill be quoted or positioned as a spokesperson for the brand.IRWIN Boiler plate:IRWIN Tools is a world-class manufacturer and marketer of a broad line of professional hand tools andpower tool accessories, including VISE-GRIP ® pliers and wrenches, MARATHON ® saw blades, QUICK-GRIP ® clamping tools, SPEEDBOR ® wood-boring bits, STRAIT-LINE ® marking tools, UNIBIT ® stepdrill bits, and HANSON ® taps and dies. IRWIN Tools is a part of Newell Rubbermaid’s global portfolio ofbrands. For more information, call 1-800-GO-IRWIN or visit www.irwin.com.70

Header withUtility NavigationNew ProductsHighlighted AreaPromotionalBannerTools byCategoryInternationalLinksFind a RetailerWhat's NewIRWIN BannerE-newsSign-UpConsumerInsightsC. Online8. IRWIN Brand Building and ActivationOnlineOnline Marketing ToolsIRWIN.com and its associated commercializationelements are designed to support and enhance themarketing commercialization objectives of IRWIN Tools.These elements are essential to a robust integratedmarketing commercialization plan, and are considered afundamental element for any product launch or marketingprogram.This section details the basic templates for onlinemarketing programs.Sub-brandsLinksIRWIN.comHome PageThe IRWIN.com home page consists of the followingelements:• Header with Utility Navigation & Brands• Primary Navigation• New Product Spotlight• What's New Banner• Promotional Banners• International Links• Footer• E-News Sign-Up• Tools by Category List• Consumer Insights Area• Find a Retailer FunctionalityEmail Blast - Consumer71

8. IRWIN Brand Building and ActivationOnlineKey Areas of IRWIN.comIRWIN.com is a robust website geared towardprofessional end-users. It is a virtual toolbox whereend-users can find necessary product detail informationincluding warranties, owner’s manuals and literature,specifications and “Where to Buy” information.Customers and consumers alike can learn about newproduct releases, industry news and happenings, theIRWIN Tools Night Race, trade shows and much more.The various templates of IRWIN.com include:Tool Information: An online catalog with feature callouts,photos, interactive demos, product specifications,comprehensive SKU listings and where-to-buy links.New Tools: Just as products hit the shelves, this areashowcases the latest and greatest from IRWIN Tools.Support & Services: From this area, a user canrequest replacement parts or download literature, MSDSsheets, safety warnings and product manuals.IRWIN.com – Trade Landing PageTool Tips: An online toolbox with handy workshop tips,how-to articles, answers to commonly-asked questionsand a glossary of tool terminology.IRWIN.com – New Products PageIRWIN.com – New Products Detail Page72

8. IRWIN Brand Building and ActivationOnlinePromotions & Events:An ever-changing area that features both online andoffline promotions, including sweepstakes, in-storerebates, special on-pack offers, and more.Dealer and Distributor Items:In addition to end-users utilizing IRWIN.com, numerousdealers and distributors visit our website. This areacontains content and links specific to our customers.IRWIN.com – Promotions and EventsProduct/Brand-Specific Microsites:There are times when standard product informationis not sufficient to communicate the benefits of newproduct lines. IRWIN utilizes microsites/landing pagesto break away from the strict structure of IRWIN.com.This allows custom pages to be developed that mosteffectively communicate features and benefits. Theyalso can be used for large national promotions andevents that require in-depth content.IRWIN.com –Dealers and Distributors PortalIRWIN.com – Dealers and Distributors Portal73

8. IRWIN Brand Building and ActivationBrand ActivationD. Brand ActivationIRWIN Tools Night Race Logo• The logo on this page is the only approved IRWINTools Night Race logo. No other versions of this logoare acceptable.• IRWIN Blue and IRWIN Yellow.IRWIN Racing Logo• The logo on this page is the only approved IRWINRacing logo. No other versions of this logo areacceptable.• IRWIN Blue and IRWIN Yellow (preferred), IRWINBlue only (acceptable)Logo Sizing• There is no maximum size limitation set for this logo.• The minimum size for the logos is .5" (12.7mm) in height. Use of a smaller-sized logo isnot recommended due to poor legibility and theimpairment of the integrity of the logo once in print.Improper Usage• The logo should not be altered in any way in regard toproportions, color, typography, etc.• This includes any effects applied such as dropshadows,glows, beveling, textures, etc. within thedesign. The application of the logo as an artisticbackground is acceptable, as long as it does notaffect the overall IRWIN brand or its integrity.• The logo should always include the registeredtrademark symbol in the approved position and color.It is only acceptable to remove the ® mark whenthere are extreme space constraints.IRWIN Tools Night Race –Bristol Tower 10IRWIN Tools Night Race – Infield Deck74

8. IRWIN Brand Building and ActivationBrand ActivationPremiums and Apparel ItemsPremiums and apparel items are a great way toget our brand name into the market. MarketingCommunications, using the logo standards and PMSguidelines for IRWIN Blue and IRWIN Yellow, hasapproved select premiums that are acceptable forcommunicating and representing the brand. To ensurethe proper use and integrity of the IRWIN brand, allpremium items will be purchased or requested viathe http://www.quikey-c.com/irwin/, accessible viathe IRWIN intranet site. If a particular premium is notavailable, it may be requested via the intranet site,where it will be designed and approved by MarketingCommunications. All premiums developed or orderedoutside of the approved site must be approved by theDirector of Marketing Communications PRIOR toordering. All questions or issues related to premiumsshould be directed to the Marketing CommunicationsDepartment. The IRWIN Tools logo will be the preferredlogo for all premiums and apparel. The IRWIN ToolsNight Race logo should be limited to premiums andapparel that would be worn or given away during attrackrace events.Ordering Website and URLhttp://www.quikey-c.com/irwin/75

8 IRWIN Brand Building and ActivationBrand ActivationVehicles and TrailersIRWIN Tools vehicles and trailers are mobile brandingopportunities used by our sales teams. They generate atremendous amount of awareness for our brand and oursub-brands; therefore, every effort should be made toachieve design consistency in terms of application of ourlogo and brand standards.76