Modine Manufacturing Company
Graphic Standards Manual
External Distribution Edition
0.0
Contents
1.0 Introduction
1.1 Communicating Our
Corporate Identity
1.2 Our Corporate Signature
1.3 Use of the Standards Manual
1.4 Glossary of Terms
2.0 The Signature for Modine
2.1 Rationale
2.2 M-Mark
2.3 Elements
2.4 Proportions
2.5 Improper Use
2.6 Control Area
2.7 Minimum Size
2.8 Positive Signature Use
2.9 Background Use
2.10 Negative Signature Use
2.11 Color Systems
2.12 Typography
3.0 Nomenclature Applications
3.1 Nomenclature
3.2 Legal Requirements
3.3 Copyright Notice
Modine Manufacturing Company
Graphic Standards Manual
Introduction
1.0
Introduction
Modine Manufacturing Company
Graphic Standards Manual
1.1 | Communicating Our
1.2 | Our Corporate Signature
Corporate Identity
Our logo is more than just an identifier
Modine is a world leader in solving
for our company. At Modine, it has
heating and cooling problems in
become a signature that embodies our
vehicles, buildings and off-highway
corporate identity – our characteristics
and industrial equipment. We have
and attributes. These attributes have
developed and sustained our global
made Modine a world leader in heat-
reputation through innovation, a
transfer technology through the
customer focus, and products made
products we deliver and the global
with exceptional quality.
reputation we sustain.
Due to strengths such as our
The signature and its applications
technological expertise, global
must communicate these attributes
customer relationships, and world-
with a consistent voice to our
class manufacturing, we will continue
employees, customers, shareholders,
to lead in diverse, global markets and
community, and competitors.
grow our business.
In turn, our name will continue to
In today’s global market
environment, the signature and its
stand for customer excellence,
applications must:
shareholder value, and opportunities
• preserve the integrity and foster
for employees.
dignity of our corporate identity and
our Modine name;
• become the visual elements of a
comprehensive, global initiative to
build the Modine brand;
• distinguish us from our competitors;
• further strengthen impact and
recognition value through consistent
repetition; and
• continue to build upon and add value
among all the Modine audiences.
1.0
Introduction
1.3 | Use of the Standards Manual
Modine Manufacturing Company
Graphic Standards Manual
Questions concerning specific
This manual should be the definitive
applications and requests for
resource for the correct use of the
additional reproduction materials
Modine signature.
should be directed to the Corporate
It provides the guidelines you must
follow in using the elements of the
signature properly. This manual defines
the standards developed to ensure
visual consistency, and adherence to
these standards will assure effective
communications.
Usage of the signature that is not
compliant with these standards is
strictly prohibited. Disregard of these
standards destroys the marketing
benefits that we derive from
implementing a Modine corporate
identity that is unique, valued, and
treated with high regard.
The scope of these standards
is limited and will not cover all
applications. It should not be a
substitute for legal and trademark
counsels.
Public Relations and Advertising
Department in Racine, Wisconsin.
1.0
Introduction
Modine Manufacturing Company
Graphic Standards Manual
four-color process
scaling
a printing process that reproduces a full-color
to enlarge or reduce an element, maintaining
application
original by re-creating and printing the image
its proportions
the use of any version of the Modine
in standard cyan, magenta, yellow, and black
signature in any medium
inks
background
grid
by using a series of fine dots to lighten an ink
the area surrounding the signature
an invisible graphic structure used to organize
color
bleed
and align type, photos, and other graphic
printing a defined area that extends beyond
elements in a layout
the portion of the sheet and that will
layout
font and/or graphic elements used to
eventually be trimmed off
the arrangement of type, photos, and other
represent a company. Sometimes referred to
brand name
graphic elements on the printed page
as a logo.
a label of identification used on or in
leading
solid
conjunction with products and services to
the amount of space between lines of text
1. letters set with no extra spacing
1.4 | Glossary of Terms
screen
a printing device that reduces an ink coverage
signature (logo)
a unique, especially designed combination of
distinguish them in the marketplace
2. ink printed without a screen
letter spacing
capital height or cap height
the amount of space between letters
support typography
the vertical dimension of a capital letter, measured from its top to the baseline
a limited selection of fonts used to
“M” height
complement the signature to maintain
the size of the Modine signature as measured
clear space
the area surrounding the signature that
text box
must be kept clear of type or any other visual
nomenclature
elements
a system of consistently used words that group
in computer-generated layouts, the device
products, services, or company functions
condensed type
type that is compressed by design
consistency in applications
in the height of the letter “M”
that contains type, usually defined and
aligned by the type’s cap height on top, and
flush left margin on left
pica
typographic units of measure; 1 pica = ⁄6 of an
1
corporate colors
inch; 6 picas equal 1 inch. See also point
the prescribed ink or ink formulas used in the
Modine signature
trademark
A symbol, design, word, or letter used to
distinguish products and services from those
point
typographic units of measure; 1 point = ⁄72 of
of competitors, usually registered and
corporate signature
an inch; 12 points equal 1 pica; (3 picas and 6
protected by law
the unique, specially designed combination of
points is noted as 3p6.) See also pica
1
altered font and graphic elements used to
uppercase letter
the capital letters of a font
represent Modine
positive signature
flush left
a dark signature printed on a white or light-
weight
alignment of lines of type on a vertical left
colored field
a typographic term referring to the level of
margin
reverse
flush right
to change white areas black and black areas
x-height
alignment of lines of type on a vertical right
white; a negative
the vertical dimension of a lowercase letter,
margin
reverse signature
font
a light signature printed on a black or
the name given to a complete set of letters of
dark-colored field
the same design or typeface
boldness of a font
such as a lowercase “x” measured from its
top to the baseline
The Signature for Modine
2.0
This section introduces the two
Modine signatures, 1) Logo alone 2) Logo
The Signature for Modine
2.1 | Rationale
The corporate signature was
Modine Manufacturing Company
Graphic Standards Manual
The graphic element, or cycle graphic,
that appears at the front of the type
with new tagline. It also provides guide-
developed to present Modine as the global
serves not only to demonstrate the nature
lines for using both of the signatures
leader in heat-transfer technology, to
of the product (the heating and cooling
including specifications for proper color
project quiet strength, and to separate
cycle) but also to propel the type and
usage, spacing requirements, supporting
Modine from competitors in its industry.
drive its direction.
typography and legal usage.
When circumstances are not clearly
The type font projects Modine’s confi-
Modine’s signature is a registered
dence in its strength, its boldness as the
company trademark, as are the cycle
covered in these guidelines, please direct
industry leader, and its forward motion.
graphic and the name "MODINE."
questions to Corporate Communications
The signature appears in a neutral gray
in Racine, Wisconsin.
that is understated and sophisticated.
2.0
The Signature for Modine
Modine Manufacturing Company
Graphic Standards Manual
Therefore, the M-mark should never
Use of the M-mark should also be
be used in place of the full corporate
delayed until sufficient brand recognition
appropriate to use the “M-mark” as an
signatures in circumstances where these
of the corporate signature has been
abbreviated version of the corporate
objectives may not be met.
established.
2.2 | M-Mark
In some special cases it may be
The M-mark should be avoided as
The M-mark should only be used with
the sole identifier on products, or any
approval from Corporate Communications
objectives of the corporate signature: to
external or customer-related material such
in Racine, Wisconsin.
preserve the integrity and dignity of our
as literature or advertising.
signature.
It is important to keep in mind the
corporate identity and our Modine name;
Use of the M-mark is best with
to build the Modine brand name on a
audiences who already recognize and
global basis; to distinguish us from our
value the full corporate signature, such as
competitors; to further strengthen impact
employees. The M-mark may be appro-
and recognition value through consistent
priate for some promotional items and
repetition; and to build upon and add
gifts, such as coffee mugs and lapel pins.
value among all the Modine audiences.
2.0
The Signature for Modine
Modine Manufacturing Company
Graphic Standards Manual
Cycle Graphic
Corporate Blue
PMS 300
Type Font
Corporate Gray
PMS 424
Cycle Graphic
Corporate Red
PMS 199
2.3 | Elements
The corporate signature consists of
2.4 | Proportions
For maximum legibility and clarity, the
2.5 | Improper Use
The signature was intended to be
two elements: the type font and the cycle
letters of the type font have been
used in a horizontal format. Avoid using
graphic. As the Modine name can never
adjusted and altered. Therefore, they
the signature on an angle.
be separated from the company it repre-
should never be redrawn or re-typeset.
sents, the corporate type font should
The cycle graphic as well has been
outlined or photographically altered
never be separated from the cycle graphic
specially created for this purpose and
in any way. The addition of texture,
that represents its product and industry.
should never be redrawn or re-created.
shading to make the signature appear
The signature should appear only in
Use only the signatures provided.
The signature should never be
dimensional, or drop shadows is
this arrangement. The spatial relationship
Enlarging and reducing the logo should
and proportions between the two
only be done electronically without
elements cannot be altered.
altering its horizontal and vertical ratios.
signature, and the signature should never
The type font and the cycle graphic
be used inside body copy in place of the
should always be scaled up or down as a
full corporate name.
single unit.
To avoid distortion of any of the
elements, larger uses of the logo for
banners, flags, etc. should always be
prepared electronically.
unacceptable.
Text should never be placed over the
The cycle graphic should never be
used outside of the corporate signature or
as a decorative device.
2.0
The Signature for Modine
(one M space
minimum)
Modine Manufacturing Company
Graphic Standards Manual
(one M space
minimum)
(two M
spaces
minimum)
(two M
spaces
minimum)
minimum amount of clear space on all
The signature was designed to be
sides is determined by the size of the
used alone. No other element, such as a
company, it should always be treated
Modine signature. Allow the width of one
violator or descriptor text, should be
with respect. The signature should
M space (the same size as the “M” in the
attached to it. The signature should not
always be surrounded by ample clear
type font size you are planning to
be contained in any element, such as a
space. Do not crowd it with any other
position) to the right and left of the
colored box or band or any other shape
element; this will provide the signature
Modine type font. Allow the height of
smaller than the minimum space, so that
dignity and allow maximum visual
two Ms at the top and the bottom. The
the overall shape does not appear to be
benefit. There is no maximum area of
clear space is measured from the Modine
part of the signature.
space that should surround a signature on
type font and does not include the cycle
a field.
graphic.
2.6 | Control Area
Since our signature represents our
The minimum amount of space
The minimum clear space should
surrounding the signature should be kept
always be the same regardless of
clear from type, images or the edge of the
the size of the signature in any given
field. The illustration above shows this
application.
minimum space as light gray. The required
The lone exception to the guidelines
stated above is in the use of the new
corporate tagline. Please read 2.7 for
further details.
2.0
The Signature for Modine
Cycle Graphic
Corporate Blue
PMS 300
Type Font
Corporate Gray
PMS 424
Cycle Graphic
Corporate Red
PMS 199
2.7 | Corporate Tagline
Modine Manufacturing Company
Graphic Standards Manual
Type Font
Corporate Gray
PMS 424
Due to the font size of the tagline, the
itself should never be redrawn and/or
new tagline signature can only be used
inserted underneath the Modine signature.
logical capabilities and reinforce our core
when it is a minimum of 11p2,928 x
The trademark symbol must always be
competency - heat transfer and thermal
3p5.688 in size. If you are required to use
included in the superscript of the tagline
management - a new Modine tagline has
the tagline signature in an area smaller
as well.
been created. The tagline is intended to
than this, please contact Corporate
improve Modine's brand recognition and
Communications in Racine, Wisconsin.
image among three groups: customers,
Also contact them if you wish to use the
investors and the communities we serve.
tagline as a stand-alone entity.
In order to further imply our techno-
The tagline will be communicated
This signature is the lone exception to
through one of two methods: as a part of
the guidelines regarding the control area
a new tagline signature or as a stand-
surrounding the Modine signature
alone entity. The tagline signature is
(see 2.6).
shown above and will be used in all
marketing and communication materials.
Use only the signatures provided to
communicate the new tagline. The tagline
2.0
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine
.1'' cap height minimum or
equivalent of 10 pt. Univers
.1'' cap height minimum or
equivalent of 10 pt. Univers
2.8 | Minimum Size
When the three-PMS version or the
Some applications have a limited
four-color process version is being used at
amount of space for the display of the
the minimum size, registration is critical,
corporate signature.
and printing proofs should be examined
The smallest size the signature can
appear is .1” (approximately 2.5mm) to
the cap height of the type font. This is
the equivalent of the cap height of
10 point Univers.
The recommended clear space still
applies to applications where the
minimum-size signature is used.
carefully to ensure proper positioning.
Refer to 2.7 for specific size guidelines for the new tagline signature.
2.0
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine
Preferred Usage
Acceptable Usage
1
2
3
4
5
2.9 | Positive Signature Usage
corporate red. When the three-color
It is acceptable to print the entire
version is used, support type should be in
Modine signature in either corporate gray,
blue (see section 2.12). Consistent and
corporate gray. Any other color combi-
corporate blue, corporate red, or black if
accurate use of these colors will ensure
nation is unacceptable and in violation of
three custom inks or four-color process
the recognition value of the Modine
these corporate standards.
printing are not available (see examples 2,
Our corporate colors are gray, red and
signature. The consistent use of the
Please note that if three custom inks
corporate colors will also be a major
are not available, there is not a two-color
factor in separating Modine from the
version of the Modine signature.
competitors.
In four-color process printing
3, 4 and 5).
To assure accurate reproduction,
please be sure printers and suppliers
check color reproduction against the color
The preferred color treatment is the
applications, the corporate colors can be
swatches provided, whether using the
three-color version (see example 1). This
re-created in process inks. Care should be
preferred three-color version, one-color
version should be used on all corporate
given in four-color applications to match
version, or four-color process version.
envelopes, corporate signage, and other
the corporate colors. When possible, it
print applications where three custom
may be necessary to supervise the
inks are affordable and available. The
printing and make the necessary adjust-
Modine type font is corporate gray. The
ments on press to ensure a color match
top of the cycle graphic is always
to the corporate colors.
corporate blue, and the bottom is always
These same standards should be
applied to the new tagline signature.
2.0
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine
Acceptable Usage
2
3
4
5
6
2.10 | Background Use
discernment should be used in the
screen of black (see example 4).
1
Unacceptable Usage
The recommended background for the
selection and placement of the image to
Modine signature is white
ensure the signature has maximum
(see example 1).
legibility.
A neutral gray, the equivalent of a
The background should be consistent
Placing the signature on a varying
field is not acceptable (see example 5).
It is unacceptable to place the
signature on a photograph where there is
15% screen of black or lighter, is also
in tone and should not interfere with
insufficient contrast or the field is overly
acceptable (see example 2).
legibility in any way. It is not recom-
patterned (see example 6).
The signature may appear over a
photograph (see example 3). Care and
mended to place the positive form of the
These same standards should be
signature on a field of darker than a 15%
applied to the new tagline signature.
2.0
Preferred Usage
Modine Manufacturing Company
Graphic Standards Manual
The Signature for Modine
1
Acceptable Usage
2
3
2.11 | Negative Signature Use
In some layout situations, it may be
necessary to apply the signature on a
black or very dark field. Care should be
An all-white signature on a field
of a solid color is also acceptable (see
example 3).
The use of the corporate colors
used in selection and placement of the
may be printed only on a white or
signature. Maximum legibility is always
very light field, or reversed out of
required and, in these situations, the
black field. It is not recommended to print
signature should be white (see example
the corporate colors on a black
1), or neutral gray, the equivalent of a
paper or field.
15% screen of black or lighter (see
example 2).
These same standards should be
applied to the new tagline signature.
2.0
The Signature for Modine
Modine Manufacturing Company
Graphic Standards Manual
Modine Gray
Modine Blue
Modine Red
(Pantone Matching System)
PMS 424 Coated
PMS 424 Uncoated
(Pantone Matching System)
PMS 300 Coated
PMS 300 Uncoated
(Pantone Matching System)
PMS 199 Coated
PMS 199 Uncoated
(Hostmann-Steinberg System)
HKS 96 K Gestrichnes Papier (Coated)
HKS 96 N Naturpapiere (Uncoated)
(Hostmann-Steinberg System)
HKS 44 K Gestrichnes Papier (Coated)
HKS 44 N Naturpapiere (Uncoated)
(Hostmann-Steinberg System)
HKS 23 K Gestrichnes Papier (Coated)
HKS 23 N Naturpapiere (Uncoated)
Process Four-Color Tint Match
65% Black
Process Four-Color Tint Match
100% Cyan
50% Magenta
Process Four-Color Tint Match
100% Magenta
65% Yellow
2.12 | Color Systems
too dark. As the implementor of these
the closest color matches. Uncoated
standards, you are required to supervise
stocks dilute or weaken the recommended
and enforce these color guidelines.
corporate colors, and close attention
The color systems are provided so
that the final printed product matches the
samples shown. Printing the signature in
The standard and most widely
should be given to ensure accurate repro-
its corporate colors on varying paper
accepted color system is the Pantone
stocks may produce shades that are
Matching SystemTM (PMS). In Germany, if
inconsistent with these standards.
the Pantone Matching System is
color densities may also vary and should
Therefore, it is always necessary
unavailable, the Hostmann-Steinberg
be closely monitored. Always use the
to compensate for these factors and
System® (HKS) has acceptable
PMS (or HKS) equivalents as the
to adjust ink formulas to ensure a
alternative ink color equivalents.
standards when matching the corporate
color match.
Even the most reliable printers can let
color densities drift and print too light or
The samples above outline the
corporate colors in their PMS and HKS
equivalents. Coated paper stocks produce
duction.
In four-color printing applications,
colors in four-color process.
2.0
2.13 | Typography
The Univers family of type fonts is
the recommended font for stationery. It is
The Signature for Modine
Modine Manufacturing Company
Graphic Standards Manual
Primary Support Type Fonts
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
an elegant type font that has endured and
transcends trends. It has been selected
for its versatility and legibility. Univers
should also be available worldwide.
Univers can be used in body text as well
as headlines.
The body text in this standards
manual has been set in Univers 47, and
the heads have been set in Univers 67.
If the Univers family is not available,
the Helvetica family of fonts is an
acceptable alternative.
Univers 47 (Condensed Light)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 57 (Condensed Regular)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 67 (Condensed Bold)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 45 (Light)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 55 (Regular)
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 65 (Bold)
The body text used in Modine’s
corporate documents, such as the Annual
Univers Family — Acceptable Support Type Fonts
Report, is set in Optima, a modern, sans
serif font.
In some cases, a serif font may be
desired for body text. In this case, select
a font that is equally classic and defies
trends, such as (in order of preference)
Garamond, Times Roman or Caslon. In
these cases, it would still be appropriate
to include Univers for headlines, captions,
etc. for continuity.
Univers 47 (Condensed Light)
Univers 48 (Condensed Light Oblique)
Univers 57 (Condensed Regular)
Univers 58 (Condensed Regular Oblique)
Univers 67 (Condensed Bold)
Univers 68 (Condensed Bold Oblique)
Univers 45 (Light)
Univers 46 (Light Oblique)
Univers 55 (Regular)
Univers 56 (Regular Oblique)
Univers 65 (Bold)
Univers 66 (Bold Oblique)
Univers 75 (Black)
Univers 76 (Black Oblique)
Nomenclature Applications
3.0
Nomenclature Applications
1 “M” space minimum
Modine Manufacturing Company
Graphic Standards Manual
Align cap heights
Modine Manufacturing Company
1500 DeKoven Avenue
Racine, Wisconsin 53403-2552
Modine Manufacturing Company
Commercial HVAC&R Division
9320 San Mateo
Loredo, Texas 79041
Modine Manufacturing Company
Automotive Division
Modine Manufacturing Company
Aftermarket Division
1140 Northpoint Boulevard
P.O. Box 969
Blythewood, South Carolina 29016-0969
1500 DeKoven Avenue
Racine, Wisconsin 53403-2552
3.1 | Nomenclature
In some instances, however, it may
Please note that the support type does
The signature alone is the correct
be necessary to further define the
not intrude in the proper clear space of
identifier for the origin of any product
origin of printed material to a certain
the signature. The cap height of the
or material Modine may produce.
division of Modine.
support type aligns with the cap height
This is the only corporate signature
The preferred position of the
of the Modine signature. The division
authorized by the company, and no other
division or group name is immediately
name always follows the full corporate
divisional signature should be used.
after the full corporate name in the
name. The full corporate name and the
address block.
division name are both Univers 66 with
Under no circumstances should any
additional type or design element be
added to the approved signature.
The examples above show three
acceptable division-name identifiers.
a small amount of space before the
address. The address is Univers 46.
3.0
Nomenclature Applications
Modine Manufacturing Company
Graphic Standards Manual
Modine Manufacturing Company
© Modine 1998
3.2 | Legal Requirements
3.3 | Copyright Notice
The full legal name for Modine is
Original copy, artwork, photographs,
Modine Manufacturing Company.
and printed material should include the
The full name should appear in the
copyright symbol. It is no longer
approved support type fonts wherever
necessary to register copyrights, but
possible when the company’s full legal
copyright protection can be
name is required.
accomplished by printing a copyright
In cases where the full legal name
symbol on the back of printed
is part of body text in a font other than
materials. Include the copyright
the approved support type fonts, it is
symbol, the owner, and the year of
not necessary to change the font for
publication in the approved support
the company name.
type fonts.
The full legal name is not part of
the signature. The full legal name and
the signature should be clearly
separated.
Modine Manufacturing Company
Graphic Standards Manual
Modine Manufacturing Company
1500 DeKoven Avenue
Racine, Wisconsin 53403-2552
Phone: 262.636.1200
Literature Number 20-501 Rev 1