18-PCE-0089_CA

BRAND STANDARDS GUIDE

THIS IS NOT A BOOK ABOUT A LOGO
Fast flow rates, efficient fluid delivery, and effective application all
catch the eye of customers, but these are just benefits of our primary
goals: improving the lives of those who operate our equipment and
preserving the land on which we live. From our humble beginnings as
a custom application company to building an international presence,
this philosophy drives every decision, resulting in a company DNA
built on customer service, strong performance and innovation. At Puck
Enterprises, we care about our customers and maintaining the positive
impact of our products on families and communities across the globe.
Inside this Brand Standards Guide, you’ll find the family-focused,
yet forward-thinking mindset that sets us apart from other
companies in the industry, as well as the personal voice we use in our
communications. We have become an industry leader through hard
work, dedication to customers, and our drive to produce innovative,
high-quality products and advanced technology. All company
communication conveys our hard-working, Midwest foundation and
customer-first approach. Everything we do showcases our passion for
bettering customers’ lives with the best manure application and fluid
transfer technology on the market.

Dear Puck Employees and Partners,
I am excited to share this guide and the Puck Brand Standards with you.
Our company embodies teamwork, innovation and enjoyment derived from
hard work—establishing pillars that are represented in every aspect of our brand.
We see these qualities in all of you through your hard work, dedication, and forwardthinking
mindsets. Our years of hard work as applicators and farmers allow us to
manufacture the best equipment, with innovations and telemetry designed to improve our
customers’ lives and maintain the quality of the land we’re entrusted with.
This is why Puck is “built to lead.”
We are proud of the special culture we have built here at Puck. We‘ve developed this
Brand Standards Guide to highlight our unique qualities and provide a roadmap for
future growth. Inside this guide, we have outlined the essence of our company—
everything from our underlying values to the distinct ways we communicate.
This book is a breakdown of who we are as a company, and a guide to
where we are going. This rebrand is not intended to make Puck something
different, but to better express who we already are. I believe this
approach to marketing helps unite the Puck community under common
goals, maintaining our company’s legacy and strong Midwestern values as
we expand into new territories and industries. The surface-level operations
and products of Puck may change or grow, but our culture and principles will
always remain the foundation of our company; unchanged from our days as
just a small custom application business.
I hope you spend some time to review and think about this
guide, and that it gives you a renewed sense of pride as a
partner or employee of the Puck family, as well as a deeper
understanding of how we are built to lead.
Sincerely,
Ben D. Puck
Founder of Puck Enterprises

CONTENTS
1.0 OVERVIEW 11
1.1 Defining the Brand 12
1.2 Mission and Vision 14
1.3 Our Essence 16
1.4 Our Story 18
1.5 Beliefs and Values 24
4.0 POSITIONING 61
4.1 Our Positioning 62
4.2 Brand Promise 63
4.3 Primary Use 64
4.4 Integrity and Usage 65
2.0 COMMUNICATION 29
2.1 Our Voice 30
2.2 How We Communicate 32
2.3 Phone Dialogue 34
2.4 Elevator Pitch 36
2.5 Digital Media 38
5.0 COLOR 69
5.1 Our Colors 70
5.2 Primary Palette 72
5.3 Secondary Palette 73
5.4 Accent Palette 74
5.5 Gradients 75
5.6 Categorical Color Palettes 76
3.0 IDENTITY 43
3.1 Our Identity 44
3.2 Logo Anatomy 46
3.3 Primary Use 47
3.4 Vertical Logo 48
3.5 Vertical Logo Integrity 49
3.6 Horizontal Logo 50
3.7 Horizontal Logo Integrity 51
3.8 Wordmark 52
3.9 Wordmark Integrity 53
3.10 Lockups 54
3.11 Logo Variations 55
3.12 Incorrect Usage 56
6.0 TYPE 81
6.1 Our Type 82
6.2 Primary Typeface 84
6.3 Typography 85
7.0 PHOTOS 89
7.1 Our Photos 90
7.2 Photography Guidelines 92
8.0 MOVING AHEAD 97
8.1 Keep the Brand on Track 98

ERFOR
ROVEN

MANCE
.

1.0
OVERVIEW

OVERVIEW 1.1
DEFINING THE BRAND
DEFINING
THE BRAND
Our brand messaging has been crafted from core company
principles as well as perceptions discovered through
extensive research, surveys, and leadership interviews.
People associated with Puck—including company leaders, employees and customers—
expressed their ideas and feelings about our brand. This process brought into focus
our strengths and underlying essence, and provides the foundation for our
brand identity and messaging.
12

WHY IS IT IMPORTANT TO HAVE A BRAND?
Before implementing this brand, our company’s voice was made up of many individual
thoughts and messages, without a united focus on the core concepts that set us apart.
Puck Enterprises has deep family and community ties, with a reputation for industry
expertise, advanced technology and high-quality manufacturing. Even the Puck
Enterprises name combines our family roots with a sense of strength, which is
reflected in the dependability and consistent performance of our products. Our name
and brand messaging project who we are at Puck Enterprises. We are a small-town
company with a global impact. We are hard workers with respect for tradition and a
legacy of innovation. We are good stewards of the land we have, with a constant eye
on expanding into new territory.
By controlling our message, we can leverage our assets as a company to grow brand
awareness. The choice to rebrand is not prompted by plans to be something different,
but rather, the goal of better expressing the things we already do. This book provides
guidelines so every individual can communicate about us with the same voice and
passion, strengthening the impact of our message and contributing to the growth
of Puck Enterprises.
13

OVERVIEW 1.2
MISSION AND VISION
MISSION
AND VISION
Puck Enterprises’ mission and vision statements act
as both internal and external branding tools.
Every company needs a clear mission and vision to exemplify what it stands for and to
guide its actions today and into the future. While they may be shared outside of the
company, the true value of these statements is felt from within. At Puck, they remind us of
our purpose, and of the value and opportunity our products and services create for our
customers. Externally, these statements reinforce the spirit of innovation and sense of value
that has come to define our company.
14

MISSION
To create wealth and a higher quality of life for
our team, our customers and our community.
To Create Wealth
··
We believe we need to create products, services
and jobs that will contribute to our mission.
··
This is a long-term aim. It does not mean each
of us will always experience wealth in the
short term. In fact, we may sacrifice certain
things now to ensure we are in a position to
pursue our mission in the long run.
To Create a Higher Quality of Life
··
We believe that the path to a higher quality
of life comes from fulfilling work, creating
wealth and working hard.
··
Elevating your quality of life may not always
be easy. In fact, we believe hard work
leads to rewards and satisfaction—key
ingredients to an enriched quality of life.
For Our Team
Enriching work and secure retirement
For Our Customers
Enhanced performance and
ability to prosper
For Our Community
Economic growth and
community support
Our mission statement defines our responsibilities to our customers, represents who we are as a company, and shows us
exactly where we need to be. It provides guidance, motivation, and inspiration for everything we do, from everyday tasks
to industry-changing business operations. Our mission is manifest in every product we build and every service we provide.
VISION
Lead the industries we serve by creating innovative
solutions with positive applications and effects.
Team Culture
··
Our culture is built on what we believe in, what we reward
and what we hold true to.
··
These are the ideals that our team believes are important
and determine how we work around here.
··
We believe these principles should guide us in who is
given an opportunity to be a part of our team, who should
be rewarded and who we call a leader.
Fundamental Beliefs
··
Teamwork—there is little we can accomplish on our own.
We can accomplish a great deal working hard as a
part of the team.
··
Innovation—it’s about finding a better way and stretching
all of our capabilities to do so.
··
Enjoyment—an environment where we find happiness in
what we do and delight in the people we work with.
Our vision statement is about developing a plan focused on long-term results. It imbues our dayto-day
activities with a shared sense of purpose that both our team and customers can aspire to.
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OVERVIEW 1.3
OUR ESSENCE
OUR
ESSENCE
Performance
Proven.
Our brand essence sums up the Puck Enterprises brand to those responsible for making and
planning marketing decisions. Our brand essence is the one constant across all of our product
categories, and is a quick-reference guidepost for all future brand development.
In today’s marketplace, performance is often sacrificed to meet quantity demands. Puck
Enterprises and its subsidiaries do not—and will never—accept that as our standard. Whether
it’s in our product development, software, production facilities, sales teams, or front offices,
performance is present in everything we do. We strive to continually innovate and lead
industries forward with products, services and cutting-edge technology whose performance has
been proven time and again, and that our customers have come to depend on.
16

TARGET AUDIENCES
Building recognition of Puck will
require increased marketing to certain
key audiences. Each audience will
require messaging created just for their
perspective, selling the key benefits of Puck
as they pertain to each group:
Employees: the primary face of Puck
Partners: key investors and shareholders
Customers: current or potential buyers
17

OVERVIEW 1.4
OUR STORY
OUR
STORY
Among the cornfields, gravel roads and baseball diamonds
filling in the Manning, Iowa landscape in the late 1970s,
the Puck family planted a seed.
Countless hours spent in tractors working on family farms culminated in the creation of Puck
Enterprises, a custom manure application and hay baling company working with farmers in the
rural area surrounding Manning. A family-owned business that began with vacuum trucks and
small square balers, we strived to create new solutions and solve problems in different ways,
while always being stewards of the fertile Iowa farmland we call home.
Today, these practices and core beliefs are still ingrained in our company DNA. The original
seed planted by Ben and Kathy Puck sprouted and grew, fertilized by the hard work and bright
minds of Iowa farmers. As agricultural production changed and increased in Iowa, we adapted—
continuously growing and adding on to what we had built. Through the years, an innovative
spirit began to take hold at Puck. Who better to manufacture application equipment than those
with firsthand experience using it?
Starting with hose carts, we began manufacturing our own equipment, quickly finding it to
be more effective and efficient than anything else on the market. This innovation, driven by
progressive mindsets and an insatiable desire to keep improving, continued through the
decades. Drawing on our work ethic, application experience and local expertise to fabricate
product after product, this side project slowly moved to the forefront of our company. We
haven’t looked back since building our first hose cart in 2005, pioneering new ground in every
part of the agriculture industry—including the introduction of the world’s first agitation boat
and other revolutionary technology that has shifted the way industries operate. We’ve built our
reputation not by cutting corners, but through hard work and proven performance.
Even after massive growth and international expansion, Puck Enterprises remains the
same core company we’ve always been—a towering plant sprung from the seed that
was planted so many crop cycles ago. While we continue to expand into new fluid
transfer markets such as oil and gas, we have maintained our application business
for local farmers and the practice of manufacturing equipment tailored to each
customer’s needs. We don’t just stand behind our equipment, we use it in the
field every year, putting it to the test and finding ways to make it better. Our
innovation hasn’t stopped or slowed, because that’s what Puck is all about—
building products that lead the industry forward and improving the lives of
the people who use them.
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19

OVERVIEW 1.4
OUR STORY
Started baling hay for local customers
with one small square baler
Started working with 1000+ head hog
confinements with 6 vacuum trucks
1979
50,000 small square
bales in one year
Started using a
large square baler
1981 1991 1992
1996 1998
1200 GPM
2003
1980
1987 1988
1994
Added second vacuum truck,
renamed business
‘Ben Puck Pumping’
Started using
a medium
square baler
First time
using hose to
load wagons
in the field
Rebranded as ‘Puck
Custom Enterprises’
Three
medium size
hay balers
Built first 3pt
Swingarm
Added second
medium square
baler
‘Puck Brothers Pumping’ began applying manure
and commercial waste for local customers
Started pulling hose for manure application
900 GPM
20

Broke ground at current Manning location
Created 4WD
Swingarm
Partnered with
Khrone flowmeters
and Angus Fire
Built first Puck
Pump Trailer
Added 2nd
pumping team
1500 GPM
Added 3nd
pumping team
1800 GPM
2005
2008
2004
2006
2007
2009
After years of using and
repairing equipment,
the innovation began
with the first variations
of a two-way hose reel
First production
hose cart model
The first Puck
product was sold
Partnered
with John
Deere
Partnered with
Cornell Pumps
Built first John
Deere Puck
Pump Trailer
and HC 11
Hose Cart
Released
HC 16
Hose Cart
MobileStar pump
control launched
21

OVERVIEW 1.4
OUR STORY
Shop expansion
New warehouse (now
service shop) constructed
World’s first agitation
boat released
2010
Added
4th
pumping
team
2000 GPM
Rebranded
MobileStar as
‘LightSpeed’
2013
Unveiled ForceFeed
Lead Trailer and TTR 15
2014
2011 2012
Increased capabilities with
new welding equipment,
laser, and Solidworks
computer modeling
2500 GPM
New manufacturing shop finished
Produced first
applicator bar in house
Established first international
store in Osijek, Croatia
22

Established first stateside
store in Worthing, SD
New larger warehouse, dedicated
parts department, new service shop
3000 GPM
Established second stateside
store in Farley, IA
Acquired the Angus
Fire portion of the U.S.
hose manufacturing
plant, equipment, and
product lines based in
Angier, North Carolina.
Rebranded as BullDog
Hose Company.
Puck today
2015 2016 2017 2018
2019
Launched the Warthog,
Lagoon Feeder and TTR 20
Governor’s
Volunteer Award
3500 GPM
SBA Iowa Small
Business Person
of the Year
Partnered with CAT
and began using Tier
4 engines in Puck
pumping equipment
Unveiled the
Honey Badger
4000 GPM
Company rebrand;
shortened name to
‘Puck’ and adopted
new positioning,
‘Built to Lead.’
LightSpeed
rebrand;
adopted new
positioning
‘Control.
Delivered.’
23

OVERVIEW 1.5
BELIEFS AND VALUES
BELIEFS AND
VALUES
It’s important that Puck Enterprises stands for
something bigger than itself.
Having a set of clearly stated beliefs and values shows that we stand for something,
and makes us easier to find by like-minded customers who share these beliefs and
values. This allows us to foster a deeper connection with our customers, which in turn
increases customer and brand loyalty.
We believe in
VISION.
Meeting the needs of our customers requires
going above and beyond what they need
today; it means looking ahead to see what will
serve them best in the days, weeks, and years
to come. It’s this vision for the future that fuels
the Puck Enterprises tradition of innovation, and
our drive to create the equipment, technology
and standard practices of tomorrow.
24

We believe in
QUALITY.
At Puck Enterprises, we don’t take
shortcuts. We put in the time to make sure
every one of our products is built right,
every time. It’s this dedication to quality
that keeps our customers satisfied and in
business year after year.
We believe in
EXPERTISE.
At Puck Enterprises, we value the
experience and knowledge of every
member of our team. Everyone at Puck
either comes in as an expert, or is set on a
path to becoming one, because we believe
that our products and services are only as
good as the people who build them.
We believe in
DEPENDABILITY.
Our customers trust in our products for
their livelihood. To be able to provide for
themselves and their families, our customers
depend on Puck Enterprises, and our people,
products, and services to perform reliably
time after time.
25

2.0
COMMUNICATION

COMMUNICATION 2.1
OUR VOICE
OUR
VOICE
Time and again, our products have been trusted to
deliver results that our customers can depend on.
It’s that track record of proven performance which is ingrained in everything we do and say.
Our brand voice projects and reinforces feelings of trust, dependability, and performance that
have become our hallmark. Our voice underscores our brand message and works to build
a consistent personality. When the voice of the brand is consistently reflected in all of our
communications, we increase the equity of the beliefs and values that make us who we are.
30

COMMUNICATING THE BRAND
The brand voice helps us understand our personality and allows us to convey the essence of
the Puck brand to people both inside and outside of the company. Whenever Puck Enterprises
speaks as a company, our voice should always be consistent in its tone and messaging focus.
Keep in mind that every communication—both internal and external— is an opportunity to
emphasize what we stand for.
We Are:
committed to quality, innovative, friendly,
confident, trusted, dependable
Internally We
Are Also:
respectful, approachable, family,
dedicated, honest, humble, driven
We Are Not:
complacent, arrogant, long-winded,
boastful, flashy
31

COMMUNICATION 2.2
HOW WE COMMUNICATE
HOW WE
COMMUNICATE
The first encounter a customer has with a Puck employee
is an extremely vital moment in the relationship we hope
to foster with that person.
A genuine smile and a friendly voice will help to solidify our identity and the customer’s
confidence in us. No matter the type of communication, always approach it with a sense of
pride. As a member of the Puck team, our brand is built by you.
32

CONFIDENTIALITY
Customers trust us to improve their
operations with high-quality products.
In order to gain and maintain this trust,
it’s important that we are courteous
and guarded with any sensitive
information they share. In this vein,
our customers are the ones who allow
our business to thrive. Avoiding insults
or negative comments about any
client during and after work will allow
us to maintain these relationships.
CUSTOMER
COMMUNICATION
Our company is built on a legacy of
customer service and support, and it’s
crucial to the Puck brand to maintain
these values. All communication should
be prompt, courteous, and helpful.
Even through email, you’re the face of Puck
Enterprises; be sure to demonstrate and
uphold our company values in
all communications.
Whether they’re buying one small part or
a liquid transfer system, every customer
should be valued and heard. They should
feel comfortable that their questions,
concerns and comments will be addressed
quickly and appropriately, and that their
needs are being met. Maintaining open
and healthy communication channels with
customers, both current and prospective,
is an important part of growing and
strengthening our brand.
INTERNAL
COMMUNICATIONS
As much as possible, keep internal
communications transparent, respectful,
and clear. Providing team members with
regular updates and respectfully voicing
concerns through the proper channels
are both good ways to avoid issues down
the line. Everyone at Puck Enterprises
plays a crucial role in our daily production,
and our internal communication should
reflect the value and importance of each
employee. Conflicts can arise when people
are kept out of the loop, feel unvalued, or
aren’t able to address issues properly—
proactively addressing these causes will
keep things running smoothly.
33

COMMUNICATION 2.3
PHONE DIALOGUE
PHONE
DIALOGUE
Every communication, whether it’s with a coworker
or a customer, is an opportunity to reflect who we
are as a company.
That’s why answering phones—and the conversation that follows—should always be conducted
with a respectful tone and appropriate emotion. Whether you’re talking with a long-time
customer or someone who is reaching out to us for the first time, a courteous and professional
greeting lays the foundation for a strong customer relationship.
34

RECOMMENDED DIALOGUE:
“Thanks for calling Puck Enterprises.
This is __. How can I help you today?”
35

COMMUNICATION 2.4
ELEVATOR PITCH
WHY AN
ELEVATOR
PITCH?
Because we have the opportunity to serve so many industries,
there might come a time when you may find it difficult to
easily describe exactly what we do and what sets us apart.
In some cases, you might not have a lot of time either. To help with this, our elevator pitch was
crafted to provide an easy, approachable snapshot of Puck Enterprises. Created in a way so that
it doesn’t have to be followed to the letter, the pitch should come out naturally in conversation.
Our elevator pitch is designed with one simple purpose in mind: to help you be a confident
steward of our company, without coming off like a sales representative.
36

ELEVATOR PITCH
At Puck Enterprises, we design
and manufacture premier liquid
transfer systems and technology that
have applications in a variety of
industries. Our commitment to
innovation is matched only by
our dedication to exceeding
the needs of our customers.
We take pride in knowing that
with our help, they’re able to
enjoy a better quality-of-life.
Employees are encouraged to know the key points of the elevator
pitch. Think of the pitch as a pathway to future interactions with
guests. Use in a personable voice and don’t try to pack in every
good thing about Puck at one time.
37

COMMUNICATION 2.5
DIGITAL MEDIA
DIGITAL
MEDIA
Anyone who communicates on behalf of Puck Enterprises or
one of our subsidiaries is responsible for understanding and
following our digital media guidelines.
Failure to do so can have far-reaching effects, potentially damaging the company’s image as well
as those of your colleagues, peers and everyone affiliated with Puck Enterprises. Remember,
when you’re online, you’re representing Puck Enterprises: our people, our values.
38

EMAIL SIGNATURE
Your email signature is an important piece of consistent
branding as it is seen on a daily basis and in every email
you send. Aside from editing the contact information,
never change the layout in any way, including adding/
changing colors, changing the font, etc.
SOCIAL MEDIA
Social media keeps us in touch with friends and family, it informs us about our
world, and it gives us each a platform to be heard. It’s safe to say that it has
become an integral part of modern life. We understand that social media can be a
powerful tool, and we encourage all employees of Puck Enterprises to use social
media in a positive way. When you’re online, we only have three requests for you:
1. Make your relationship to Puck Enterprises known
2. Defend Puck Enterprises
3. Use good judgement
What exactly do these requests mean? They mean that we trust you. We only
bring smart people into the Puck Enterprises family and we trust you to make
smart decisions. As a member of our family, you’re in the best possible position
to let the world know why Puck Enterprises is such an amazing place to be, as
well as the person best qualified to protect us from harm.
39

NNOVAT
EFINED

ION
.

3.0
IDENTITY

IDENTITY 3.1
OUR IDENTITY
OUR
IDENTITY
Our Identity brings to the surface qualities that have
been part of Puck from the beginning—creating a
lasting impression in customers’ minds and solidifying
Puck’s status as an industry leader.
The Puck Enterprises name embodies ideas of strength, family, and durability. Our products
have a legacy of innovation and our company is known for quality and expertise. Puck’s logo
was built to reflect these core concepts, portraying toughness and dependability while also
looking toward the future. Its shield and distinct wordmark combine to project a memorable,
“big brand” feel that still maintains the integrity of Puck’s small-town, family-focused
foundation. The angles and shapes in the mark represent our company’s constant push forward,
leading fluid delivery ahead with powerful products and dependable, proven performance.
44

45

IDENTITY 3.2
LOGO ANATOMY
Icon
Wordmark
Positioning
Statement
LOGO ANATOMY
Icon
The Puck name is known for quality and
strength and we built this icon to reflect that.
The visual embodiment of our message in
instant, visual terms. Strong yet simple, built
to work well in a wide variety of applications.
Wordmark
The bold “wordmark” was crafted specifically
for Puck, from the ground-up. Angles have
been specifically determined, creating a
feeling of precision and simplicity.
Positioning Statement
This simple statement packs many positive
feelings into three simple words and
should be included with the logo whenever
possible. See pages 62-65 to learn more
about our positioning.
46

IDENTITY 3.3
PRIMARY USE
PRIMARY USE
These are our main identities, and should
be given consistent usage across all forms
of communication.
VERTICAL LOGO
When width is limited or you want to make
a statement with a larger shield. The vertical
version is your go-to.
HORIZONTAL LOGO
Classic and streamlined, use the horizontal
version when alignment is critical or you need
a more subtle approach.
47

IDENTITY 3.4
VERTICAL LOGO
VERTICAL LOGO
The Puck logo is made up of the wordmark
and icon. Each variation is a unique piece
of artwork and its proportions have been
specifically determined. It should never
be re-typeset, re-created or altered.
Any changes made will cause
inconsistencies, and ultimately dilute
its impact. To maintain quality, use only
approved digital art files.
48

IDENTITY 3.5
VERTICAL LOGO INTEGRITY
1
/2 X 1 1
/2 Y
/2 X
1
/2 X
VERTICAL LOGO
INTEGRITY
X
Y
.75”
1
/3 X
1
/2 X
A logo is the embodiment of the brand.
It is the brand simply summed up in a small
package. Therefore, the logo must at all times
be perfectly legible and without obstructions.
For this reason, we ask that designers
maintain a minimum area of clear space
around the logo that allows it to breathe
and stand out. The Puck logo, and all of it’s
variations, must at all times have the clear
space that is specified on this page. This page
also outlines the specific spacing and ratio of
size for the icon vs. the wordmark.
Minimum Size
The Puck logo retains its visual strength in
a wide range of sizes. However, there are
sizes at which the logo is no longer clearly
legible. Try to choose promotional items
and layouts which allow the indicated
minimum size to be upheld.
49

IDENTITY 3.6
HORIZONTAL LOGO
HORIZONTAL LOGO
The horizontal Puck logo allows for flexibility
and variation in official communications,
adaptable for use across the entire range of
modern media. As with the vertical version,
this logo is made up of the wordmark and
icon. Each variation is a unique piece of
artwork and its proportions have been
specifically determined.
50

IDENTITY 3.7
HORIZONTAL LOGO INTEGRITY
1
/2 X
2 X
1
/3 X
1.25”
1
/2 X
X
1
/2 X
1
/2 X
HORIZONTAL LOGO
INTEGRITY
We ask that designers maintain a
minimum area of clear space around
the logo that allows it to breathe and
stand out. The Puck logo, and all of it’s
variations, must at all times have the clear
space that is specified on this page.
This page also outlines the specific
spacing and ratio of size for the icon vs.
the wordmark.
Minimum Size
The Puck logo retains its visual strength
in a wide range of sizes. However, there
are sizes at which the logo is no longer
clearly legible. Try to choose promotional
items and layouts which allow the
indicated minimum size to be upheld.
51

IDENTITY 3.8
WORDMARK
WORDMARK
In many cases, we might use the wordmark
independently. To avoid ‘cheapening’ the
brand by over-using the icon, our bold
wordmark should be used.
52

IDENTITY 3.9
WORDMARK INTEGRITY
X
1
/2 X 1
/2 X
.75”
1
/2 X
1
/2 X
WORDMARK INTEGRITY
We ask that designers maintain a minimum
area of clear space around the wordmark
that allows it to breathe and stand out.
The Puck wordmark, must at all times have
the clear space that is specified on this page.
Minimum Size
The Puck logo retains its visual strength in
a wide range of sizes. However, there are
sizes at which the logo is no longer clearly
legible. Try to choose promotional items and
layouts which allow the indicated minimum
size to be upheld.
53

IDENTITY 3.10
LOCKUPS
LOCKUPS
Using the positioning statement with the logo
can be tricky business. These examples are
just a few of the possibilities. If the situation
calls for the positioning statement and it can’t
fit somewhere else on the page, be sure to
refer to a design professional to come up with
a solution that stays in line with the
Puck brand.
54

IDENTITY 3.11
LOGO VARIATIONS
Full Color over Dark Background
Single Color
Reversed Single Color
LOGO VARIATIONS
The range of approved Puck logo variations
is designed to be adaptable for use over the
entire range of modern media, from print to
online to promotional applications. Single
color logos are also available for situations
when color choices are limited or a certain
design dictates their use.
This page contains approved versions of our
logo and when to use them.
55

IDENTITY 3.12
INCORRECT USAGE
INCORRECT USAGE
Our logo is important to us, and we have
spent much time and effort carefully
crafting it to be a perfect embodiment of
our brand. We ask that designers and users
respect the thought and craftsmanship
that has been invested in our identity by
keeping it in its pure form and within the
rules specified on these pages.
Do not place the logo on backgrounds
that provide little contrast or legibility.
Do not superimpose the logo on
any image or decorative pattern that
obscures its readability.
Do not add special effects to the logo
(drop-shadows, bevels, outlines).
Do not use low-resolution raster
versions of the logo. Do not use
scanned art.
56

PUCK
Built to Lead.
Do not retype the text component
of the logo.
Do not recreate, distort, add,
or change any elements of the logo.
Do not alter the proportions of the logo.
Do not use the logo, or any of its
elements as a tinted background or
decorative element.
YOUR
Do not use outdated versions
of the logo.
Do not print the logo in metallic inks
(gold, silver, bronze).
PREFERRED DEALER
Do not combine or make the logo (and
positioning) appear to form part of any
other text or graphic.
57

4.0
POSITIONING

POSITIONING 4.1
OUR POSITIONING
OUR
POSITIONING
Our positioning statement defines our place in the minds of
our customers and the marketplace. It’s an easily discernible,
motivational, and sustainable thought.
Built to lead. This statement encapsulates the essence of Puck Enterprises and describes not only
the industry-leading technology and products we build, but also the character of our employees
and customers. Driven by the desire to achieve a level of efficiency above and beyond what
is required, we’re constantly pushing the boundaries of what is possible. It is that unwavering
commitment to performance, and our long history of expertise and innovation which has made
us the leader we are today.
62

POSITIONING 4.2
BRAND PROMISE
BUILT
TO LEAD.
BRAND PROMISE
“Built to Lead” is the epitome of what Puck Enterprises does.
Therefore, our brand promise is a simple one: Our products
are built to perform exceptionally. Every time. Our innovative
technology has transformed liquid transfer and delivery.
We know that the success and growth of our business is directly
tied to the success of our products, and consequently the success
of our customers. This is not something that we take lightly.
We are committed and passionate about what we do and
especially how we do it. Puck Enterprises’ products and systems
have set industry precedents for efficiency and innovation, and at
the same time, forged a legacy of performance and trust with our
customers. We believe that people are the only reason anything
ever really happens, which is why we respect and support our
community and all the communities we serve.
We’ve changed the way in which our industry works.
Guided by our brand promise, we will continue to
deliver products that are truly “built to lead.”
63

POSITIONING 4.3
PRIMARY USE
PRIMARY USE
Suitable for both internal and external
audiences, this positioning statement will
be used on both inward and outward-facing
marketing communications, as a no-nonsense
summary of our brand message.
64

POSITIONING 4.4
INTEGRITY AND USAGE
VARIATIONS
Over white
(other primary palette
colors are acceptable)
Single color
(black)
Over dark backgrounds
(white)
In certain situations, such as promotional
materials or certain design layouts, the
positioning statement may work well when
displayed apart from the logo. It displays well
over white or black, and can be displayed in a
single color when certain media requires it.
X
X
X
X
X
CLEAR SPACE
Use the clear space formula to ensure the
integrity and functionality of the positioning
statement at all times.
8pt
.6”
MINIMUM SIZE
The positioning statement loses impact and
functionality when used too small. Try to
choose promotional items and layouts which
allow the minimum size to be upheld.
Built to Lead.
Do not re-typeset the statement.
Use approved art files only.
Do not display in colors other
than the primary palette.
INCORRECT USAGE
In order to maintain the integrity of
the positioning statement, avoid
inconsistencies in its use.
65

ONFIDE
ELIVER

NCE
ED.

5.0
COLOR

COLOR 5.1
OUR COLORS
OUR
COLORS
Color is a vital component of the Puck brand, inspiring
mental connections of quality and innovation.
Beyond our logo, color is one of the most recognizable aspects of our brand. Bold colors
were selected that stand out among competitors. Using color appropriately is one of the
easiest ways to make sure our materials reflect a cohesive Puck image or visual story.
70

CMYK: 0/73/100/15
CMYK: 70/55/100/53
71

COLOR 5.2
PRIMARY PALETTE
INNOVATION GREEN
CMYK: 70/55/100/53
RGB: 54/62/25
Hex Color: #363E19
Pantone: 5747
80% 60% 40% 20%
PERFORMANCE ORANGE
CMYK: 0/73/100/15
RGB: 210/91/27
Hex Color: #D25C1B
Pantone: 159
80% 60% 40% 20%
BLACK
CMYK: 0/0/0/100
RGB: 0/0/0
Hex Color: #000000
Pantone: Black
80% 60% 40% 20%
PRIMARY PALETTE
Our primary palette should be used
prominently the majority of the time to help
build recognition among the audience.
Our green and orange have been selected
to stand out among competitors.
72

COLOR 5.3
SECONDARY PALETTE
CMYK: 57/39/100/0
RGB: 132/139/62
Hex Color: #848B3E
Pantone: 5757
80% 60% 40% 20%
CMYK: 0/43/100/0
RGB: 249/160/26
Hex Color: #F9A01A
Pantone: 715
80% 60% 40% 20%
CMYK: 78/44/0/5
RGB: 51/121/185
Hex Color: #2E7ABA
Pantone: 7683
80% 60% 40% 20%
CMYK: 0/84/98/55
RGB: 131/37/0
Hex Color: #832504
Pantone: 483
80% 60% 40% 20%
SECONDARY PALETTE
To reinforce the brand image and escalate
the brand presence, secondary colors have
been carefully selected. Use the colors for
backgrounds, accent colors, graphs,
charts and typography.
73

COLOR 5.4
ACCENT PALETTE
CMYK: 27/0/88/35
RGB: 136/154/50
Hex Color: #889A33
Pantone: 7495
80% 60% 40% 20%
CMYK: 0/27/78/5
RGB: 240/182/78
Hex Color: #F2B74E
Pantone: 714
80% 60% 40% 20%
CMYK: 62/13/23/0
RGB: 93/176/190
Hex Color: #5CB0BE
Pantone: 7459
80% 60% 40% 20%
CMYK: 7/100/100/21
RGB: 183/22/28
Hex Color: #B7161C
Pantone: 7621
80% 60% 40% 20%
ACCENT PALETTE
Much like the secondary palette—but used
less frequently—the accent palette helps set
the tone and can be used for backgrounds,
accent colors, graphs, charts and typography.
74

COLOR 5.5
GRADIENTS
CMYK: 70/55/100/53
RGB: 54/62/25
Hex Color: #363E19
Pantone: 5747
CMYK: 57/39/100/0
RGB: 132/139/62
Hex Color: #848B3E
Pantone:5757
CMYK: 0/73/100/15
RGB: 210/91/27
Hex Color: #D25C1B
Pantone: 7580
CMYK: 0/43/100/0
RGB: 249/160/26
Hex Color: #F9A01A
Pantone: 715
GRADIENTS
Pulling colors from the primary and
secondary palette these gradients can be
used to add visual interest and depth.
75

COLOR 5.6
CATEGORICAL COLOR PALETTES
AGRICULTURE FORESTRY OIL & GAS
CMYK: 75/27/100/13
RGB: 72/131/60
Hex Color: #48823C
Pantone: 364
CMYK: 83/34/100/43
RGB: 27/87/40
Hex Color: #165728
Pantone: 553
CMYK: 0/20/95/0
RGB: 255/203/30
Hex Color: #FFCB1E
Pantone: 136
CMYK: 75/27/100/46
RGB: 42/91/37
Hex Color: #2A5B25
Pantone: 574
CMYK: 83/34/100/72
RGB: 0/53/13
Hex Color: #07350D
Pantone: 627
CMYK: 0/36/95/100
RGB: 251/173/37
Hex Color: #FBAD25
Pantone: 137
76

MINING
MUNICIPALITIES
CMYK: 0/100/100/15
RGB: 206/22/29
Hex Color: #CD161D
Pantone: 1797
CMYK: 100/22/0/5
RGB: 0/139/205
Hex Color: #008DCF
Pantone: 641
CATEGORICAL
COLOR PALETTES
These color schemes are used to visually
categorize the different industries Puck builds
products for. Applied mostly to the website
and specific promotional mediums, these
serve as an accent to our primary colors and
not a replacement.
CMYK: 0/100/100/39
RGB: 159/9/14
Hex Color: #A0090E
Pantone: 7622
CMYK: 100/22/0/56
RGB: 0/79/120
Hex Color: #004F78
Pantone: 302
77

6.0
TYPE

TYPE 6.1
OUR TYPE
OUR
TYPE
Our font helps build consistency in
a small yet crucial way.
Through consistent font use, our materials will have another recognizable element that helps
to communicate our unique brand identity. Our font, Gibson, feels classic and timeless,
yet was designed in more recent years, lending a modern relevance. Accessible by most
designers, this typeface enables easy compliance with our brand guidelines and should be
used across all forms of media. Including, but not limited to, web, email, print and signage.
82

Gibson
Gibson
Gibson
Gibson
83

TYPE 6.2
PRIMARY TYPEFACE
Aa
Gibson
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Semi-Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Semi-Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*()
PRIMARY TYPEFACE
Our primary typeface is Gibson. This is a
modern reinterpretation of a classic design.
Multiple weights are available to help
establish hierarchy and draw the reader’s
attention to important content.
84

TYPE 6.3
TYPOGRAPHY
SEMI-BOLD ALL
CAPS HEADLINE
Regular sentence case body copy.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur sit amet risus
quam. Cras porttitor quis nulla iaculis.
Semi-Bold Italic
Title Case Headline
Regular sentence case body copy.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur sit amet risus
quam. Cras porttitor quis nulla iaculis.
Semi-Bold Italic
Title Case Headline
Italic sentence case body copy. Lorem
ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur sit amet risus
quam. Cras porttitor quis nulla iaculis.
TYPOGRAPHY
Typographic hierarchy helps organize copy
and establishes an order of importance within
the content. This is so your reader can easily
find what they’re looking for and navigate the
content. When setting type we recommend
starting with one of these combinations to set
headers and body copy.
85

ELIABIL
ENOWN

ITY
ED.

7.0
PHOTOS

PHOTOS 7.1
OUR PHOTOS
OUR
PHOTOS
You might have heard it said “It’s not the camera, it’s the
photographer.” It’s more than just an aphorism.
The rule of thirds, composition, subject matter, framing, lighting and shooting
angle are all crucial to an engaging photo. To uphold the brand, use a professional
photographer whenever possible.
90

91

PHOTOS 7.2
PHOTOGRAPHY GUIDELINES
PHOTOGRAPHY
GUIDELINES
Our photos should complement our color
palette. Warm tones, natural, bold and
determined. Subject matter ranges widely,
but in general should feel innovative,
confident and strong. All photos should
be properly licensed/purchased or
attributed if necessary.
Abstract can be appealing. Consider using
abstract images that showcase precision
and high-end materials.
Keep color temperatures warm and natural.
We strive to be good stewards of the land
and want to project this in our images.
Keep it clean. Industrial images, such as
factory/product photos, should appear
pristine and with appropriate safety
measures in place.
Unique perspectives welcome.
Consider selecting and/or cropping an
image to achieve a fresh perspective or
interesting angle.
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93

8.0
MOVING AHEAD

MOVING AHEAD 8.1
KEEP THE BRAND ON TRACK
KEEP THE
BRAND ON
TRACK
A brand is never complete,
requiring consistency, re-energizing
and modification over time.
Defining a brand is relatively easy compared to the task of maintaining it. The idea
of coordinating the actions of dozens of people can be overwhelming, even among
a smaller company. The following page offers a few tips to keep the brand going
strong for years to come:
98

CONSISTENCY, CONSISTENCY, CONSISTENCY.
It can’t be said enough- stay true to the brand established in this guide. Visual elements
are important, but the most crucial thing we can do is to stay on message. It can be easy for
those close to the brand to become bored when they have to drive the message home again
and again, but it is important to not change what is being built. By all means, keep it fresh,
but instead of altering the message, continue to find more creative ways to express it with
communication and action.
BE PATIENT.
Like anything great, building an effective
brand takes time. Keep breaking
through with your message at every
“touchpoint” available.
KEEP THIS GUIDE
IN SIGHT.
This guide should be submitted
electronically to all new employees and
partners. As the brand matures, we’ll keep
this guide up to date and then re-submit it
to the appropriate parties.
MONITOR RESULTS AND
REMAIN PROACTIVE.
We will conduct annual brand assessments
to analyze where our current strengths and
weaknesses lie. This will not change our
core brand message, but will present new
avenues to support it with communications
and tangible projects.
CONTACT INFO
for art files,
permissions or
questions:
Puck Enterprises
712.655.9200
issuing agency
of this guide:
bluespace creative, inc.
866.860.BLUE
bluespacecreative.com
99

PUCK ENTERPRISES 1110 100th Street Manning, Iowa 51455 833.655.9200 puck.com