KOHLER Engines
®
Brand Guidelines for Labels, Literature and Print Media
KOHLER ENGINE LABELING GUIDELINES
Standards
Logotype:
1. Kohler and the engine family must be used in the
Correct
Incorrect
appropriate font treatment. Artwork can be obtained
through Kohler Communications and cannot be
distorted from the original aspect ratio (cannot be
curved or misshapen).
Logotype Usage:
artwork or other elements.
3. Kohler plus the engine family must appear on every
Kohler branded engine; otherwise known as the
One-half “K”
“float” independent of and uncrowded by lines, words,
®
One “K” Height
2. The logotype imprint area must be protected. It must
One-half “K”
One-half “K”
One-half “K”
Example:
Kohler Courage®, Kohler Command®, Kohler Aegis®, etc.
product signature.
Correct
4. “Powered by Kohler” can be used in lieu of the
product signature in some cases but requires
Requires Kohler Engine
Division Marketing and Kohler
Communications approval
POWERED BY
Kohler Engine Division Marketing and Kohler
Communications approval.
5. PRO is only to be used on Command PRO,
Courage PRO and Snow PRO engines and must
be used in conjunction with the KOHLER brand.
6. If “Exclusively for” is used in conjunction with the OEM
brand, Kohler can be used as a stand alone in the label.
Note: There must be no instances of family name only appearing by itself on the engine.
It must always be used in conjunction with options 1 and 2.
Option 1:
Option 2:
Option 3:
Acceptable: Kohler Courage
Acceptable: Powered by Kohler
Acceptable: Kohler Command PRO
Unacceptable: Courage as a stand alone
Unacceptable: Powered by Kohler Courage
Acceptable: Kohler Courage PRO
Unacceptable: Powered by Courage
Unacceptable: Powered by Kohler Command PRO
Acceptable:
Unacceptable: Command PRO stand alone
POWERED B Y
Acceptable:
Unacceptable:
KOHLER® Courage
Unacceptable:
Courage
Unacceptable: Kohler PRO stand alone
Unacceptable: Powered by Command PRO
Acceptable:
KOHLER® Command PRO
Unacceptable:
Powered by Courage
Unacceptable:
Kohler PRO
KOHLER ENGINE LABELING GUIDELINES
7. The registered trademark symbol (®) must always be
used whenever Kohler is on the label as well as any
other trademarks (Courage, Command PRO, and
Aegis) and they must be represented in the proper
proportion. Artwork can be obtained through Kohler
Communications and cannot be distorted from the
Example:
KOHLER®
KOHLER® Courage®
KOHLER® Command PRO®
original aspect ratio. The ™ is what we use when the
registration is pending.
Example:
8. The acceptable model or power designation will
always follow the family name with applicable on the
label. Removing the power or model callout is not
COURAGE XT-7
recommended and will be handled on a case by case
basis and requires approval by the Manager - Marketing
prior to implementation.
9. If the logo is double-stacked, the family name should
Example:
always be left justified in line with KOHLER.
Acceptable call outs include:
1. Net torque
2. Torque
3. Net Horsepower
4. Displacement
5. Model designation
6. Powered by Kohler
Bullets:
1. Bullets not appearing on the standard Kohler base model label must be approved by the Product Manager and Director – Marketing.
Physical Size for OEM Branded Labels (non-base offering):
1. Embossed housings: If KOHLER is embossed on the housing, the product signature (i.e., Kohler Courage XT-7) or
“Powered by Kohler” must appear on the label and be no smaller than 15% the size of the OEM brand on the label.
2. Non-embossed housings: If KOHLER is not embossed on the housing, KOHLER must be at least equal the size
(area: width and height) of the OEM brand logo on the label.
3. The purpose of this is to clearly convey, without doubt, of the engine brand and manufacturer.
Placement:
1. Preferable to be the first listed brand on the engine label
2. Such that there is a clear conveyance, without doubt, of the engine brand and manufacturer.
3. Under no circumstances can Kohler be removed from any embossed housing.
Usage:
1. Must only be used on Kohler manufactured/branded engines
2. Should be used to convey or imply that no one other than Kohler is the engine manufacturer.
KOHLER ENGINE LABELING GUIDELINES
Colors:
1. PRO engine label lettering (whether Command PRO or Courage PRO, and any other PRO series engines produced by Kohler)
must be written in gold.
Approval
1. All labels appearing on any Kohler branded engine must be routed and approved through the appropriate Product Manager, Director –
Marketing, and the Manager – Legal Department – Global Power Group Communications prior to presentation to a customer.
2. All final production samples, whether produced and designed by Kohler or the OEM, must be approved by the Product Manager,
Director – Marketing, and the Manager – Global Power Group Communications prior to placement on the engine.
Base offering label (label not to scale):
MEETS OR EXCEEDS SAE J1940 HP STANDARDS
Approvals – Signature Required
__________________________________________
_________________________________________
Initiator – Product Specialist - Consumer
Sr. Product Manger – Consumer
_________________________________________
_________________________________________
Product Analyst – Commercial
Manager – Global Power Communications
_________________________________________
_________________________________________
Sr. Product Manager – Commercial
Director – Marketing & Quality
7
17 113 27