Cws brand guidelines_v4.15.14

APRIL 2014

COMMERCIALWEBSERVICESEQUIPMENT TRUCK AGRICULTURAL TM

BRAND GUIDELINES

TABLE OF CONTENTS

CWS BRAND GUIDELINES 1

Table of ContentsIntroductionCWS Logo UsageCWS Incorrect Logo UsageEWS/TWS/AWS Logo UsageEWS/TWS/AWS Incorrect Logo UsageTypographyColor SchemeIncorrect Color UsageLogo HierarchyIconographyContact

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INTRODUCTION


At Commercial Web Services (CWS), we strive to lead the industry by innovation. Our mission is to revolutionize the way commercial dealerships do business by providing the latest technology to improve dealership efficiencies. By truly understanding a dealership’s challenges, we are able to deliver first in class products as solutions to their everyday business troubles. Our consultative sales approach paired with superior customer service is the reason why our business is the preferred partner in the industry.

From the strategic design of your website to Search Engine Services managed by Google/Yahoo! Bing certified specialists, it is our mission to not only get your business in front of prospective buyers and engage them but to develop lasting customer relationships. Get started today and redefine your dealership’s future: www.commercialwebservices.com

Our branding is essential to the Commercial Web Services experience. The focus of our identity is direct and bold simplicity. We created this document to help communicate our branding guidelines. We need to ensure that our brand maintains a consistent look and feel no matter where in the world it’s seen. This requires strict dedication to standards. This guide is provided to keep the brand focused and unique.


COMMERCIAL WEB SERVICES (CWS) LOGO USAGE

CWS LOGOBLACK

VERSION 1

VERSION 2

CWS LOGOWHITE

CWS STACKED LOGOBLACKWhen logo is stacked do not put industry text underneath.

CWS STACKED LOGOWHITEWhen logo is stacked do not put industry text underneath.



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CLEAR SPACEPlease observe the clear space around the logoto maximize visual effectiveness. Nothing shouldintrude in this specified clear space.

SIZE SPECIFICATIONThe CWS logo has two variations in order to keep the integrity of the logo while downscaling it.

The CWS logo-Version 1, should not be reproducedbelow 3.8” (287 pixels). This is to ensure that the industry text (EQUIPMENT TRUCK AGRICULTURAL)is always legibile.

3.8” (287 pixels)

COMMERCIAL WEB SERVICES (CWS) LOGO USAGE


Use the CWS stacked logo-Version 2, whenthe space is too narrow for the CWS logo-Version 1or when you need to reproduce it below3.8” (287 pixels).



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INCORRECT LOGO USAGEDo not change the relative size, proportion,or other elements of the logo.

CORRECT LOGO USAGEThe CWS logo is the unique trademark that identifies our company. It is yourresponsibility when using the logo to protect it and give it maximum impact by placing it in environments free from other text or busy imagery.

COMMERCIAL WEB SERVICES (CWS) INCORRECT LOGO USAGE







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Don’t remove the three diagonal lines from the logo.

Don’t reproduce the CWS logo-Version 1 below 3.8” (287 pixels).

Don’t add the industry text under the CWS stackedlogo-Version 2.

Don’t apply effects to the logo.

Don’t stretch or skew the logo.

Don’t forget to use the trademark (TM) symbol.

EQUIPMENT TRUCK AGRICULTURAL

EWS LOGOBLACK

EWS LOGOWHITE

TWS LOGOBLACK

TWS LOGOWHITE

AWS LOGOBLACK

AWS LOGOWHITE

EQUIPMENT WEB SERVICES (EWS) | TRUCK WEB SERVICES (TWS) | AGRICULTURAL (AWS) LOGO USAGE


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INCORRECT LOGO USAGEDon’t change the relative size, proportion,or other elements of the logo.

CORRECT LOGO USAGEThe EWS, TWS, and AWS logos are unique trademarks that identifies our company. It’s your responsibility when using the logo to protect it and give it maximum impact by placing it in environments free from other text or busy imagery.

EQUIPMENT WEB SERVICES (EWS) | TRUCK WEB SERVICES (TWS) | AGRICULTURAL (AWS) LOGO USAGE INCORRECT LOGO USAGE


Don’t remove the three diagonal lines from the EWS, TWS,and AWS logos.

Don’t stack the EWS, TWS, and AWS logos.

Don’t move the three diagonal lines to a different area.

Don’t apply effects to the logo.

Don’t stretch or skew the logo.

Don’t forget to use the trademark (TM) symbol.




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TYPOGRAPHY

HELVETICA NEUE LT STDPRIMARY TYPEFACEYou may use this typeface for HEADLINES, SUB-HEADINGS, and BODY COPY.

Typography is a key element we use to communicate a unified personality for CWS. As with our logo, consistent use of our designated typefaces of Helvetica Neue Lt Std and Roboto Slab reinforces our brand identity.

ARIALALTERNATIVE TYPEFACEYou may use this typeface when the primary typeface is not available.

ROBOTO SLABSECONDARY TYPEFACEYou may use this typeface for HEADLINES and SUB-HEADINGS ONLY.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz


COLOR SCHEME




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YELLOWPMSHEXCMYKRGB

P7-8U#FEC5300, 23, 91, 0254, 197, 48

DARK GRAYPMSHEXCMYKRGB

Our colors are what gives us our personality. We’rebold, direct, and professional. Use these sparingly to not outshine our logos.

P179-14U#4040410, 0, 0, 9064, 64, 65


P179-14U#4040410, 0, 0, 9064, 64, 65


P179-14U#4040410, 0, 0, 9064, 64, 65


P179-14U#4040410, 0, 0, 9064, 64, 65

REDPMSHEXCMYKRGB

P48-16U#D11F3012,100, 90, 2209, 31, 48

BLUEPMSHEXCMYKRGB

P99-8U#253C94100, 92, 2, 137, 60, 148

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TM



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Proper use of our logo colors are essential for reinforcing our company’s brand. Do not change the colors or addadditional colors.

INCORRECT COLOR USAGE

Don’t use color on the three diagonal lines.

Don’t use color on the industry text underneath the logo.

Don’t use color on the three diagonal lines.

Don’t use color on the entire logo.

Don’t use color on the latter part of the logo.

Don’t apply color gradients on the logo.

LOGO HIERARCHY


It’s important that the parent company (DominionCommercial Solutions) and the sister company (Commercial Web Services, Equipment Trader Online, Commercial Truck Trader and BidTrader)logos get proper and consistent placement in relation to the CWS logo.

Use the DX1 modifier on collateral involvingCWS and DX1*.

For branding purposes you may use the DX1 logo* with the CWS logo, for external purposes only.

*see DX1 Brand Guidelines for more informationon DX1 logo usage.

When using the CWS logo with its parent companylogo there should always be a vertical rule betweenthem.

Also notice that the CWS logo and its sister companylogos are always smaller than its parent company logo.

When layout permits, you may stack the parent companylogo on top of its sister company logos.


ICONOGRAPHY


We use a variety of iconography in the CWSbrand. From navigational elements, category definers to badges.

When creating icons please keep the followingin mind: Imagery should be simple and iconic Detail in elements should be minimal Round corners whenever possible Use straight on perspective to cut down on complexity

BUILDyour virtual dealership

CONVERTprospective buyers

ATTRACTwebsite walk-in visitors

+

DEVELOPcustomer relationships


CONTACT


If you have questions please contact us:

[email protected]

Thank you.

Cws brand guidelines_v4.15.14

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