Dow Corning Corporation Visual Identity Standards
DISTRIBUTOR APPLICATIONS
FEBRUARY
R 2010
Introduction........................................................................................................................................3
Distributor Direction .........................................................................................................................4
Distributor Direction – Dow Corning Name, Logotype and Authorized Distributor Lockup................5
Brand Elements Overview................................................................................................................6
The Colors .........................................................................................................................................7
The Typefaces ....................................................................................................................................8
The Voice ............................................................................................................................................9
The Logotype ...................................................................................................................................10
Logotype Clear Space .......................................................................................................................11
Logotype Minimum Size ....................................................................................................................12
Unacceptable Logotype Configurations ............................................................................................13
The Signature ...................................................................................................................................14
Signature Clear Space and Construction..........................................................................................15
Signature Minimum Size ....................................................................................................................16
Unacceptable Signature Configurations............................................................................................17
Table of Contents
The Authorized Distributor Lockup ..............................................................................................18
Authorized Distributor Lockup – Clear Space and Construction ......................................................19
Authorized Distributor Lockup – Minimum Size ................................................................................20
Unacceptable Authorized Distributor Lockup Configurations ...........................................................21
Applications
Business Cards..................................................................................................................................22
Unacceptable Business Card Formats..............................................................................................23
Specialty Items – Promotional Items .................................................................................................24
Specialty Items – Clothing .................................................................................................................25
Facility Signage –Clear Space and Reproduction ............................................................................26
Facility Signage – Mounting...............................................................................................................27
Exhibit Applications – Booth Graphical Elements.............................................................................28
Exhibit Applications – Vertical Format...............................................................................................29
Exhibit Applications – Horizontal Format ..........................................................................................30
Poster Applications ............................................................................................................................31
Print Advertising – Single-Page Format ............................................................................................32
Print Advertising – Spread Ad Placement .........................................................................................33
Print Advertising – Fractional Sizes...................................................................................................34
Unacceptable Name, Logotype or Authorized Distributor Lockup Placements ...............................35
Line Card Applications.......................................................................................................................36
Trademark Standards......................................................................................................................37
Trademark Standards in Body Copy..................................................................................................38
Disclaimer Area................................................................................................................................39
At Dow Corning Corporation, we are innovative leaders, unleashing the power of silicon to benefit
everyone, everywhere. Through our Dow Corning ® brand, we combine collaboration and innovative
thinking to help customers transform their toughest challenges into real gains that can make a
difference to their businesses and to society.
Introduction
As a distributor, you play an integral role in building and defending the Dow Corning
g brand in the
marketplace. Closely following the visual identity standards covered in this document will help
to ensure a unified and consistent image for the Dow Corning
g brand wherever it is seen, helping
maintain its long-term value both to Dow Corning and to you.
If you have questions about any of the visual identity standards and applications presented here,
please contact your local Dow Corning representative.
3
Dow Corning Visual Identity Standards › Distributor Applications
Dow Corning receives many requests from external organizations (these are often referred to as third
parties), including distributors like you who wish to use the Dow Corning name, logotype or Authorized
Distributor Direction
Distributor logo lockup in their own marketing and communications activities. A consistent, disciplined
and professional approach is necessary to ensure that Dow Corning’s reputation and business interests
are protected and that a mutual benefit can be derived from such requests.
It is required that distributors be formally authorized before using the Dow Corning trademark and logotype.
This authorization is granted only after a signed distributor agreement is in place. Please contact your
local Dow Corning representative for additional information and to obtain this form.
4
Dow Corning Visual Identity Standards › Distributor Applications
Distributor Policy –
Dow Corning Name,
Logotype and Authorized
Distributor Lockup
Distributors may use Dow Corning brand elements only under specific conditions, as detailed below.
1
Dow Corning ®
The Dow Corning name, logotype and
Authorized Distributor lockup may be used
by distributors in the following applications:
X
You are a distributor of a few
Dow Corning
g brand products
X
You would like to include
“Dow Corning” on a pen
X
You would like to include
“Dow Corning” on goodwill items
X
X
• Print or video advertisements, which still must
be approved by a member of the Dow Corning
Brand Council to ensure appropriate imagery.
The products you distribute are mainly
Dow Corning
g brand products
X
X
X
• Signage on buildings and displays, but not
moving vehicles without prior written permission.
You are designing a booth
X
X
X
You would like to include
“Dow Corning” on outdoor signage
X
X
X
You wish to include the Dow Corning
logotype in marketing applications or
in a Web presentation
X
X
X
• Electronically, such as on a distributor
website or in an online or PBM (Permission
Based Marketing) campaign.
• An approved distributor can use the text
“Dow Corning ® Authorized Distributor”
in its online pages. Dow Corning
reserves its trademarks for use of
its names in search marketing.
• Collateral, such as posters, brochures, direct
mail, trade show materials and business cards.
The chart to the right is a small example of the
different ways you can include Dow Corning
brand elements in your collateral. Further
information is detailed in later pages in this book.
In order to use the Dow Corning name,
logotype or Authorized Distributor lockup,
you must complete the required request
form. Please contact your local Dow Corning
representative to obtain this form.
X
2
2
1 Use of the Dow Corning logotype and Authorized Distributor lockup are allowed providing minimum size and
space requirements are met according to the standards starting on pages 10 and 18 respectively.
2 Use of the text “Dow Corning” is permissible only when the minimum size and space requirements cannot be
met for the logotype or Authorized Distributor lockup.
3 Authorized Distributor agreement must be in place prior to trademark usage.
5
1
Dow Corning Visual Identity Standards › Distributor Applications
X
1
3
Our visual identity is made up of several key elements that are used consistently throughout all communications.
Through the rest of this document, you will see usage standards for all the elements shown below.
Brand Elements Overview
1
1
Corporate colors
2
Corporate typefaces
3
Dow Corning logotype
Times New Roman Regular
Times New Roman Italic
Times New Roman Bold
Times New Roman Bold
d Italic
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
2
4
Dow Corning Signature
5
Dow Corning Authorized Distributor lockup
We help you invent the future™ has been
translated in a variety of languages. Note that
only the tagline can be translated. Contact
your local Dow Corning representative for
more information.
3
5
6
Dow Corning Visual Identity Standards › Distributor Applications
4
Arial Narrow Regular
Arial Narrow Italic
Arial Narrow Bold
Arial Narrow Bold Italic
Our primary color is Dow Corning teal. Similar to our brand, it is bright and confident. Pure Dow Corning gray
makes a perfect complement to Dow Corning teal. White and black round out our color palette. Black is used
primarily for type. We use white to create generous amounts of white space.
The Colors
1
Dow Corning teal is PANTONE® 326,
the primary color of our identity system.
When used effectively, this color adds
emphasis to all our communications.
DOW CORNING
TEAL
PANTONE® 326
CMYK
C 85
M0
Y 40
RGB
R8
G 148
B 143
HEXADECIMAL
00B2AD
K0
DOW CORNING
GRAY
PANTONE® COOL GRAY 8
CMYK
C0
M0
Y0
RGB
R 102
G 102
B 102
HEXADECIMAL
666666
1
2
WHITE
BLACK
K 45
2
Dow Corning gray is PANTONE® Cool Gray 8.
3
and 4
The neutral colors, white and black, supplement
the color palette. Black is used primarily in
typography, and white (white space) brings
sophistication to our communications.
CMYK
C0
M0
Y0
RGB
R 255
G 255
B 255
HEXADECIMAL
FFFFFF
3
K0
CMYK
C0
M0
Y0
RGB
R0
G0
B0
HEXADECIMAL
000000
K 100
4
You may use tints of all these colors.
In lieu of the PANTONE colors listed on this page, converted formulas for CMYK, RGB and hexadecimal use have been
included. Please use these formulas and do not rely on your computer software to make this conversion. For more
information, visit pantone.com.
7
Dow Corning Visual Identity Standards › Distributor Applications
Consistent typography is an important element of our brand identity system. We limit ourselves to two typeface
families, Times New Roman and Arial, to help unify our brand look and feel across all applications.
Times New Roman
123AaBbCc&?!
123AaBbCc&?!
123AaBbCc&?!
123AaBbCc&?!
Arial
123AaBbCc&?!
123AaBbCc&?!
123AaBbCc&?!
123AaBbCc&?!
Arial Narrow
123AaBbCc&?!
123AaBbCc&?!
123AaBbCc&?!
123AaBbCc&?!
The Typefaces
The serif typeface Times New Roman
is preferred as body copy in business
communications, such as letters, and in
documents that are dense with copy, such
as sell sheets and technical manuals.
The sans-serif typeface Arial is recommended
for use in literature disclaimers and display
copy, such as headlines and subheads, and
is also appropriate as body copy in certain
applications where copy is brief, such as
advertising. Its contemporary feel reflects
our innovative and forward-thinking brand.
Arial Narrow is an optional choice
appropriate for body copy in promotional
materials, as well as legal copy.
The following fonts are approved for use in Asia and elsewhere when a character language is required:
Korea: Batang
Poland: vu-Arial and vu-Times
Taiwan: Xinximing
Russia: Lucida Grande and Minion Pro
Japan: MS Mincho
Turkey: Lucida Grande and Minion Pro
Vietnam: vu-Arial and vu-Times
Arabic: Arial
China, including Hong Kong: Hei Regular or Simsun for titles, Simsun for all other words
Typefaces for Use in Electronic Media: When a character language is required, use Arial Unicode MS.
8
Dow Corning Visual Identity Standards › Distributor Applications
At Dow Corning, we have built our brand by listening to our customers, and applying our passion for
problem solving to create silicon-based solutions that help them transform their businesses. We are
a trusted ally for customers, committed to helping them achieve their goals. Our brand voice should
always reflect our collaborative, innovative and problem-solving approach.
The Voice
One way we do this is by being approachable, believable and human in copy. We favor the short and
simple over the long and complex, plain talk over jargon. Above all, our products or solutions are
never presented as the ultimate focus of our communication. Instead, we always link our solutions to
the specific problems they solve for our customers.
9
Dow Corning Visual Identity Standards › Distributor Applications
Make sure the Dow Corning logotype is always legible. Two color schemes are available.
No other colors may be used.
The Logotype
1
The preferred application of the logotype
is two-color, where the bottom bar prints
100% PANTONE® 326 and the top bar
prints 100% black.
When the logotype is reproduced in other
applications where PANTONE printing is not
possible, use one of the formulas on page 7.
2
1
An acceptable application of the logotype
is a single color. In all instances, the bottom
bar prints 50% black (as shown here)
and the top bar prints 100% black.
Use only official reproduction artwork.
Contact your local Dow Corning
representative for reproduction artwork.
Follow these standards every time you
apply the Dow Corning logotype.
10
2
Dow Corning Visual Identity Standards › Distributor Applications
Our logotype requires appropriate clear space in all applications. This will help to protect its role as a key
graphic representation of our brand.
Logotype Clear Space
The logotype must always be surrounded on all
sides by a clear field or margin. No type or other
graphic elements may enter this zone.
The minimum required clear space is a distance
of X, where X equals the height of the black bar in
the Dow Corning logotype. Allow for more clear
space whenever possible.
11
X
X
X
X
X
Dow Corning Visual Identity Standards › Distributor Applications
To preserve legibility, our logotype must be sized correctly. Do not scale the logotype smaller than the minimum
size shown here.
Logotype Minimum Size
1
The preferred size of the width of the
logotype is 1.5 inches (38 mm).
1.5 inches (38 mm)
2
The absolute minimum size of the width
of the logotype is 1 inch (25.4 mm).
3
When the minimum size or clear space cannot
be met or the words “Dow Corning” in the top
bar of the logotype are difficult to read, use the
text “Dow Corning ®.” When used alone, set the
text in Times New Roman instead. Never break
the words “Dow” and “Corning.” They should
always appear together on the same line.
Use only official reproduction artwork.
Always size the logotype proportionally.
Large-Format Applications
For posters, trade show displays and
similar applications, enlarge the logotype
so that it is proportional to the logotype
you would use in a smaller format.
1
1 inch (25.4 mm)
2
Dow Corningg®
3
For signs or other applications where the
logotype is the dominant element, maintain
the clear space as described on page 11.
12
Dow Corning Visual Identity Standards › Distributor Applications
Unacceptable Logotype
Configurations
As a key visual element of our brand, our logotype requires proper use in all situations. Do not skew the
logotype, change colors or commit any of the other errors shown below.
1
Do not modify, embellish, stretch or
skew any elements of the logotype.
2
SUMMIT
Do not alter logotype colors or use type in
the teal bar of the Dow Corning logotype.
3
1
2
Do not use the logotype within
a headline or text block.
4
We sell
Do not alter the logotype to include
the words “Authorized Distributor.”
products
Distributor
5
Do not use the logotype on dark
or patterned backgrounds.
3
4
5
6
6
Do not reverse the logotype out
of black or any other colors.
7
Do not break the words
“Dow” and “Corning.”
8
Dow
Corning
Do not use the logotype as an element
in a larger pattern or design.
Follow these standards every time
you apply the Dow Corning name
or logotype.
7
13
8
Dow Corning Visual Identity Standards › Distributor Applications
The Dow Corning Signature expresses and underscores our transformative, innovative brand essence.
The phrase We help you invent the future™, set in type and trademarked, is carefully locked up to form
our brand signature.
The Signature
1
Right-aligned signature. This is the
preferred two-color Dow Corning Signature
in teal and black. The relationship between
the logotype and the tagline is fixed; the
signature may not be altered or redrawn.
Use this signature whenever possible.
1
2
Left-aligned signature. The relationship
between the logotype and the tagline
is fixed; the Dow Corning Signature
may not be altered or redrawn.
3
An acceptable application of the
logotype is a single color. Here, the
bottom bar prints 50% black, the
top bar prints 100% black and the
copy to the right prints black.
2
Use only official reproduction artwork.
Follow these standards every time you
apply the Dow Corning Signature.
3
14
Dow Corning Visual Identity Standards › Distributor Applications
The Dow Corning Signature needs room to stand out and do its job of identifying our company. Always allow
a generous area of clear space around the Dow Corning Signature. Offsetting the signature in this way gives
it more visibility. The designated minimum clear space around the signature must always be kept free of any
text or graphic elements.
Signature Clear Space
and Construction
0.4X
The minimum required clear space is a distance
of X, where X equals the height of the black bar in
the Dow Corning logotype. Allow for more clear
space whenever possible.
0.4X
0.25X
Follow these standards every time you apply
the Dow Corning Signature.
15
Dow Corning Visual Identity Standards › Distributor Applications
Make sure the Dow Corning Signature is always legible. Pay special attention to ensure that the tagline
and trademark symbol are reproduced accurately.
Signature Minimum Size
1
3.1875 inches (81 mm)
The preferred size allowance for the width
of the signature is 3.1875 inches (81 mm).
2
The absolute minimum size of the width
of the signature is 2.375 inches (60 mm).
This minimum size is to ensure legibility
of the signature and website address.
1
Use only official reproduction artwork.
2.375 inches (60 mm)
Always size the Dow Corning Signature
proportionally.
Follow these standards every time you
apply the Dow Corning Signature.
16
2
Dow Corning Visual Identity Standards › Distributor Applications
These are examples of unacceptable signature configurations. To ensure the visual integrity of the
Dow Corning
g brand, please adhere to the signature configuration standards presented on the previous pages.
Unacceptable Signature
Configurations
1
Do not stretch or skew any elements of
the signature.
We help you
invent the future.™
2
Do not alter signature colors or change the
case of any elements of the tagline or website.
3
Do not use the Dow Corning Signature on
teal or against any other colored or
patterned backgrounds.
1
2
3
4
5
6
4
Do not reverse the Dow Corning Signature
out of black or any other colors.
5
Do not alter any elements of the
Dow Corning Signature or include
“www” in the website address.
6
Do not use a color other than black for the
one-color Dow Corning Signature.
Follow these standards every time you
apply the Dow Corning Signature.
17
Dow Corning Visual Identity Standards › Distributor Applications
Use one of the three available Authorized Distributor lockups to visually represent the Dow Corning
brand in your company’s materials.
The Authorized
Distributor Lockup
1
Left-aligned lockup. This is the preferred
two-color Authorized Distributor lockup in
teal and black. An acceptable application of
the lockup is a single color. Here, the bottom
bar prints 50% black, the top bar prints 100%
black and the copy to the right prints black.
1
2
Right-aligned lockup. An acceptable
application of the lockup is a single
color. Here, the bottom bar prints 50%
black, the top bar prints 100% black
and the copy to the left prints black.
3
Bottom-aligned lockup. An acceptable
application of the lockup is a single
color. Here, the bottom bar prints 50%
black, the top bar prints 100% black and
the copy at the bottom prints black.
2
The relationship between the logotype
and the words is fixed; the lockup
may not be altered or redrawn.
Use only official reproduction artwork.
Follow these standards every
time you apply the Dow Corning
Authorized Distributor lockup.
18
3
Dow Corning Visual Identity Standards › Distributor Applications
To ensure adequate room for an Authorized Distributor lockup, follow the minimum clear space requirements
as detailed here.
0.68X
0.68X
The minimum required clear space is a
distance of X, where X equals the height of
the bar in the Dow Corning logotype. Allow
for more clear space whenever possible.
1X
0.58X
19
Dow Corning Visual Identity Standards › Distributor Applications
Authorized Distributor
Lockup – Minimum Size
Keep the lockup legible in all applications by adhering to these minimum size requirements.
1
The preferred size allowance for the width of the
right- or left-aligned lockup is 2.25 inches (57 mm).
2.25 inches (57 mm)
2
2 inches (51 mm)
The absolute minimum size of width of the rightor left-aligned lockup is 2 inches (51 mm).
3
The preferred size allowance for the width of the
bottom-aligned lockup is 1.75 inches (44.5 mm).
1
2
4
The absolute minimum size of the width of the
bottom-aligned lockup is 1.5 inches (38 mm).
1.75 inches (44.5 mm)
1.5 inches (38 mm)
5
When the minimum size or clear space
requirements for the Authorized Distributor lockup
cannot be met, or the words “Dow Corning ®
Authorized Distributor” are difficult to read, use
the text-only version “Dow Corning ® Authorized
Distributor.” When used alone, set the text in
Times New Roman. Never break the words “Dow”
and “Corning.” They must appear together on the
same line.
Use only official reproduction artwork.
Always size the Dow Corning Authorized
Distributor lockup proportionally.
3
Dow Corningg® Authorized Distributor
5
Follow these standards every time you apply
the Dow Corning Authorized Distributor
lockup.
20
4
Dow Corning Visual Identity Standards › Distributor Applications
Unacceptable Authorized
Distributor Lockup
Configurations
These are examples of unacceptable lockup configurations. To ensure the visual integrity of the
Dow Corning
g brand, please adhere to the lockup configuration standards presented on the previous pages.
1
Do not stretch or skew any elements of
the Authorized Distributor lockup.
AUTHORIZED DISTRIBUTOR
2
Do not alter the Authorized Distributor
lockup colors, position or change
the case of the words.
1
2
3
4
5
6
3
Do not use the Authorized Distributor
lockup on teal or against any other
colored or patterned backgrounds.
4
Do not reverse the Authorized Distributor
lockup out of black or any other colors.
5
Do not alter any elements of the
Authorized Distributor lockup.
6
Do not use a color other than black for the
one-color Authorized Distributor lockup.
7
Do not alter any elements of the
Authorized Distributor lockup.
8
Do not use the Authorized Distributor
lockup within a headline or text block.
Follow these standards every
time you apply the Dow Corning
Authorized Distributor lockup.
21
Authorized
Authorized
Distributor
7
8
Dow Corning Visual Identity Standards › Distributor Applications
Distri
Business Cards
You may use the Dow Corning name, logotype or Authorized Distributor lockup on a distributor’s business card.
Y
1
At no time shall the Dow Corning logotype appear
on the front face of a distributor’s business card.
However, it is acceptable to include the phrase
“Authorized Distributor for Dow Corning <Industry
products> for <Area of Primary Responsibility>”
on the front of the card.
Front of Card
Charles Sandler
Authorized Distributor for Dow Corning
Sealants for Construction Solutions
AAA
2
The Dow Corning logotype can be used on the
back of a business card if it appears alongside
other product lines also sold by the distributor.
This “line card” appearance should avoid any
suggestion that the distributor is an employee of
Dow Corning.
Back of Card
CO-BRAND
LOGO
Tripp-Ay
Adhesives
1234 Main Street, Anytown, MA 12345
T (555) 555-1234 F (555) 555-5678
1
2
3
When Dow Corning is the principal supplier for
a distributor, it is appropriate for the distributor
to use the Authorized Distributor lockup on the
back of the business card. It should be clear
that the distributor is an independent business.
4
If the minimum size or clear space requirements
of the logotype or lockup cannot be met, use the
text “Dow Corning ®” or “Dow Corning ® Authorized
Distributor” instead.
3
Dow Corningg®
Authorized Distributor
When the Dow Corning logotype or
Authorized Distributor lockup is used, it
must be clear that the distributor is not an
employee of Dow Corning.
Only use the logotype or Authorized
Distributor lockup on business cards that
print on white card stock.
22
4
Dow Corning Visual Identity Standards › Distributor Applications
CO-BRAND
LOGO
Avoid the errors shown below when using the Dow Corning identity elements on your business cards.
A
Back of Card
Unacceptable
Business Card Formats
CO-BRAND
LOGO
Charles Sandler
Authorized Distributor for Dow Corning
Sealants for Construction Solutions
CO-BRAND
LOGO
1
At no time shall the Dow Corning logotype or
Authorized Distributor lockup appear on the
front face of a distributor’s business card.
AAA
CO-BRAND
LOGO
Tripp-Ay
CO-BRAND
LOGO
Adhesives
1234 Main Street, Anytown, MA 12345
T (555) 555-1234 F (555) 555-5678
CO-BRAND
LOGO
2
Do not violate the Dow Corning logotype
or Authorized Distributor lockup
minimum size or clear space on a line
card. See pages 11 for details.
1
2
3
Never place the logotype or Authorized
Distributor lockup without meeting proper
minimum size or clear space requirements.
See page 11 for details.
3
23
Dow Corning Visual Identity Standards › Distributor Applications
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
Your promotional effort may include specialty items imprinted with the Dow Corning name, logotype or
Y
Authorized Distributor lockup, such as mugs and T-shirts. Follow the standards listed here to ensure
compliance with brand standards in all such applications.
Specialty Items –
Promotional Items
On items that have square or rectangular
viewing surfaces, make sure that the
Dow Corning name, logotype or Authorized
Distributor lockup is always in view and does
not wrap around out of view.
Using Specialty Effects
Different techniques can be used to duplicate
the Dow Corning name, logotype or Authorized
Distributor lockup provided they do not clash
with, detract from or compete with the logotype.
Examples of duplication techniques include
embroidery, hot stamping, foiling, etching and
engraving.
ted to
Presen
Charles
Sales
tanding
s
for Outs ing Product
rn
o
C
of Dow rth America
o
N
in
Front
Back
When reproducing the lockup using these
techniques, do not simply reverse out the
letters in the Dow Corning name and rely on the
background color. Instead, be sure to specify
the color white for the Dow Corning name.
If the minimum size or clear space
requirements of the logotype or Authorized
Distributor lockup cannot be met, use the
text “Dow Corning ®” or “Dow Corning ®
Authorized Distributor” instead.
Refer to page 5 to determine which of
the brand elements you may use.
24
Sandler
Dow Corning Visual Identity Standards › Distributor Applications
Specialty Items –
Clothing
In clothing applications, the Authorized Distributor
In clothing applications, you may place the Dow Corning name, logotype or Authorized Distributor lockup against
a color fabric only if the shade of the fabric does not clash with or detract from the legibility of the lockup.
lockup may be used in conjunction with the
distributor’s logotype and against a non-white
background if the background is a very light
shade or neutral color and does not clash with,
detract from or compete with the logotype.
1
Use the Dow Corning name, logotype or
Authorized Distributor lockup on a different
side than the distributor’s main logotype, for
example, on the chest pocket or on the back.
®
orning
Dow C rized
Autho utor
Distrib
2
The lockup can also be used in nontraditional
locations in conjunction with the distributor’s
main logotype. For example, here, the lockup
is placed at the end of the sleeve.
Using Specialty Effects
Different techniques can be used to duplicate
the Dow Corning name, logotype or Authorized
Distributor lockup provided they do not clash with,
detract from or compete with the logotype. Examples
of duplication techniques include embroidery, hot
stamping, foiling, etching and engraving.
1
When reproducing the lockup using these
techniques, do not simply reverse out the letters in
the Dow Corning name and rely on the background
color. Instead, be sure to specify the color white for
the Dow Corning name.
If the minimum size or clear space requirements
of the logotype or Authorized Distributor lockup
cannot be met, use the text “Dow Corning ®” or
“Dow Corning ® Authorized Distributor” instead.
2
Refer to page 5 to determine which of
the brand elements you may use.
25
Dow Corning Visual Identity Standards › Distributor Applications
Facility Signage –
Clear Space and Reproduction
Several requirements govern the use of the Dow Corning name, logotype or Authorized Distributor lockup
whenever they are used in signage applications.
Place the lockup against a light, pattern-free
background or substrate. Be sure that the
surface is a neutral color (such as gray, beige,
off-white, gold, silver, brass, bronze or lightcolored natural stone).
• Do not use low-resolution graphics.
• Do not use reproduction techniques
that result in poor readability.
X
X
X
X
X
X
X
• Do not etch or carve the logotype bars
or the words within the bars. (You may,
however, attach raised letters to the bar.)
1
1
The Authorized Distributor lockup must always
be surrounded on all sides by a measurement
of X, where X is defined as the height of the
black bar in the Dow Corning logotype.
2
If the logotype is reproduced in two sections
for structural mounting, the distance between
the two bars should be 0.2X (one-fifth X),
where X is defined as the height of the black
bar in the logotype.
X
0.2X
2
3
In instances where the Dow Corning logotype
or Authorized Distributor lockup cannot be
reproduced as described here, set the text
“Dow Corning ®” or “Dow Corning ® Authorized
Distributor” in Times New Roman Bold instead.
Dow Corning
g®
Dow Corning
g® Authorized Distributor
3
Always reproduce the logotype
or Authorized Distributor lockup
from official reproduction artwork
provided by Dow Corning.
26
The grid lines are for illustrative
purposes only. Do not reproduce.
Dow Corning Visual Identity Standards › Distributor Applications
When using the Dow Corning name, logotype or Authorized Distributor lockup for signage, be sure
to use the proper digital files and mount on neutral-color surfaces.
Facility Signage –
Mounting
Follow mandatory size and clear space
requirements when using the Dow Corning
logotype or Authorized Distributor lockup with
other logotypes.
1
The Dow Corning logotype may be placed
on a clean, light-colored background
together with other logotypes represented
by the distributor. Do not reproduce the
logotype on deeply colored surfaces.
2
1
The Dow Corning Authorized Distributor
lockup may be placed on a clear or frosted
background. However, you must always
reproduce the words “Dow Corning” in white
rather than clear type. Do not reproduce the
lockup on deeply colored surfaces.
3
In instances where the Dow Corning logotype
or Authorized Distributor lockup cannot be
reproduced as described here, set the text
“Dow Corning ®” or “Dow Corning ® Authorized
Distributor” in Times New Roman Bold.
Refer to page 5 to determine which of
the brand elements you may use.
2
27
3
Dow Corning Visual Identity Standards › Distributor Applications
While the design possibilities are endless, the examples on this page demonstrate how identity elements
may interact. Ultimately, consult with your local Dow Corning representative for additional guidance.
Exhibit Applications –
Booth Graphical Elements
When applying the Dow Corning logotype or
Authorized Distributor lockup in a trade show
application, the distributor’s logotype may receive
greater emphasis than the Dow Corning logotype
or Authorized Distributor lockup.
1
and 2
Use the Dow Corning logotype or Authorized
Distributor lockup anywhere on a white
background provided the clear space and
minimum size requirements are maintained.
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
1
2
28
Dow Corning Visual Identity Standards › Distributor Applications
In vertical applications such as pop-up displays or banners, be sure to follow the sizing and placement
rules governing the use of Dow Corning identity elements.
Exhibit Applications –
Vertical Format
When applying the Dow Corning logotype or
Authorized Distributor lockup on a vertical
exhibit application such as a pop-up display
or an outside pole banner, the distributor’s
logotype may receive greater emphasis than
the Dow Corning logotype or Authorized
Distributor lockup.
Lorem Ipsum, Together
Be sure the height of the logotype or lockup is
no less than one-thirty-second the height of the
entire piece. For example, if your pop-up display
is 60 inches (1.5 m) tall, the height of the logotype
or lockup should be 1.875 inches (47.6 mm) tall.
CONTENT AREA
1
You may use the Dow Corning logotype
or Authorized Distributor lockup anywhere
on a white background within the exhibit
provided the clear space and minimum size
requirements are maintained.
2
and 3
Pre-designed panels are available
and ready for a distributor’s logo to be
added. Contact your local Dow Corning
representative for a list of panels.
1
2
3
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
The gray boxes are for illustrative
purposes only. Do not reproduce.
29
Dow Corning Visual Identity Standards › Distributor Applications
Horizontal applications that include Dow Corning identity elements should adhere to specific
sizing and placement rules.
Exhibit Applications –
Horizontal Format
When applying the Dow Corning logotype or
Authorized Distributor lockup on a horizontal
exhibit application such as a banner or panel
in a booth, the distributor’s logotype may
receive greater emphasis than the Dow Corning
logotype or Authorized Distributor lockup.
1
CO-BRAND LOGO
CO-BRAND LOGO
CO-BRAND LOGO
CO-BRAND LOGO
CO-BRAND LOGO
CONTENT AREA
Be sure the height of the logotype or
Authorized Distributor lockup is no less than
one-sixteenth the height of the entire piece.
For example, if your tabletop display is 36
inches (0.9 m) tall, the height of the logotype
or lockup should be 2.25 inches (57 mm) tall.
1
You may use the Dow Corning logotype or
Authorized Distributor lockup anywhere on a
white background provided the clear space and
minimum size requirements are maintained.
Impress with the best.
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
The gray boxes are for illustrative
purposes only. Do not reproduce.
30
Dow Corning Visual Identity Standards › Distributor Applications
Poster Applications
When applying the Dow Corning logotype
or Authorized Distributor lockup on a poster,
the distributor’s logotype may receive greater
emphasis than the Dow Corning logotype or
Authorized Distributor lockup.
Follow the specifications detailed below to utilize the Dow Corning logotype or Authorized Distributor
lockup in your poster applications.
1
Top-aligned logo bar. The Dow Corning
logotype or Authorized Distributor lockup may
be placed anywhere on a white background
provided the clear space and minimum
size requirements are maintained.
2
1
CO-BRAND LOGO
Quality adhesives.
Global scale.
Bottom-aligned logo bar. Be sure the height of
the logotype or Authorized Distributor lockup
is no less than one-sixteenth the height of
the entire piece. For example, if your poster
is 24 inches (0.6 m) tall, the height of the
Dow Corning logotype or Authorized Distributor
lockup should be 1.5 inches (38 mm) tall.
3
CO-BRAND LOGO
2
CONTENT AREA
Preferred placement. The Dow Corning
logotype or Authorized Distributor lockup may
be placed in a white box, provided clear space
requirements are met. See page 11 for details.
Turbin
Tur
b es for
bin
for a
greener tomorrow.
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
3
The gray boxes are for illustrative
purposes only. Do not reproduce.
31
Dow Corning Visual Identity Standards › Distributor Applications
Co-branded print advertising may include the Dow Corning name, logotype or Authorized Distributor
lockup only if sized and placed correctly.
Print Advertising –
Single-Page Format
When jointly communicating information to a
target audience, the distributor’s logotype may
receive greater emphasis than the Dow Corning
logotype or Authorized Distributor lockup.
1
2
Preferred placement of the Dow Corning
logotype or Authorized Distributor lockup may
be placed anywhere on a white background
provided the clear space and minimum
size requirements are maintained.
2
Acceptable placement of the Dow Corning
logotype or Authorized Distributor lockup.
CONTENT AREA
CONTENT AREA
In instances where the Dow Corning logotype
or Authorized Distributor lockup cannot be
reproduced as described here, set the text
“Dow Corning ®” or “Dow Corning ® Authorized
Distributor” instead.
If you are setting text inline with your
advertisement, refer to pages 37 and
38 for instructions. Otherwise, set the
text in Times New Roman Bold.
1
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
The gray boxes are for illustrative
purposes only. Do not reproduce.
32
Dow Corning Visual Identity Standards › Distributor Applications
Co-branded print ad spreads may use the Dow Corning name, logotype or Authorized Distributor lockup
only if clear space and minimum size requirements are maintained.
Print Advertising –
Spread Ad Placement
When jointly communicating information to a
target audience, the distributor’s logotype may
receive greater emphasis than the Dow Corning
logotype or Authorized Distributor lockup.
1
CONTENT AREA
Preferred placement of the Dow Corning
logotype or Authorized Distributor lockup may
be placed anywhere on a white background
provided the clear space and minimum
size requirements are maintained.
2
Acceptable placement of the Dow Corning
logotype or Authorized Distributor lockup.
In instances where the Dow Corning logotype
or Authorized Distributor lockup cannot be
reproduced as described here, set the text
“Dow Corning ®” or “Dow Corning ® Authorized
Distributor” instead.
If you are setting text inline with your
advertisement, refer to pages 37 and
38 for instructions. Otherwise, set the
text in Times New Roman Bold.
1
CO-BRAND LOGO
CO-BRAND LOGO
CO-BRAND LOGO
2
CO-BRAND LOGO
CO-BRAND LOGO
CO-BRAND LOGO
CONTENT AREA
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
The gray boxes are for illustrative
purposes only. Do not reproduce.
33
Dow Corning Visual Identity Standards › Distributor Applications
To use the Dow Corning name, logotype or Authorized Distributor lockup in a fractional ad, follow the usage
standards described below.
Print Advertising –
Fractional Sizes
When jointly communicating information to a
target audience, the distributor’s logotype may
receive greater emphasis than the Dow Corning
logotype or Authorized Distributor lockup.
2
1
Preferred placement of the Dow Corning
logotype or Authorized Distributor lockup may
be placed anywhere on a white background
provided the clear space and minimum
size requirements are maintained.
2
CONTENT AREA
Acceptable placement of the Dow Corning
logotype or Authorized Distributor lockup.
In instances where the Dow Corning logotype
or Authorized Distributor lockup cannot be
reproduced as described here, set the text
“Dow Corning ®” or “Dow Corning ® Authorized
Distributor” instead.
CONTENT AREA
If you are setting text inline with your
advertisement, refer to pages 37 and
38 for instructions. Otherwise, set the
text in Times New Roman Bold.
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
1
The gray boxes are for illustrative
purposes only. Do not reproduce.
34
Dow Corning Visual Identity Standards › Distributor Applications
Avoid these violations when using the Dow Corning name, logotype or Authorized Distributor lockup.
A
Unacceptable Name, Logotype
or Authorized Distributor
Lockup Placements
When using the Dow Corning name, logotype
or Authorized Distributor lockup in the
instances described in the previous pages,
avoid these unacceptable placements:
1
Do not place the Authorized Distributor Lockup on
an image or colored background other than white.
2
Quality adhesives.
Global scale.
Never place the Authorized Distributor lockup in a
box with a consistent spacing around the lockup.
See page 11 for details.
3
Do not display the Dow Corning logotype unless
minimum size and clear space requirements can
be met. See page 11 for details.
1
2
4
Dow
Corning®
Never break the words “Dow” and “Corning”
onto two separate lines.
Follow these standards every time you
apply the Dow Corning name, logotype
or Authorized Distributor lockup.
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
3
35
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
CO-BRAND
LOGO
4
Dow Corning Visual Identity Standards › Distributor Applications
Follow these pointers when depicting the Dow Corning
g brand in line card applications.
Line Card Applications
When using the Dow Corning name,
logotype or Authorized Distributor lockup in
a line card application, there are two ways
to represent the Dow Corning
g brand:
1
Place the logotype in line with others
at equal or greater emphasis than
the other brands on the page.
Dow Corning®
Authorized Distributor
2
In instances where the Dow Corning logotype
or Authorized Distributor lockup cannot
be reproduced as described here, set the
text “Dow Corning ®” or “Dow Corning ®
Authorized Distributor” instead.
CO-BRAND LOGO
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Authorized Distributor
CO-BRAND LOGO
If you are setting text inline with your
line card, refer to pages 37 and 38
for instructions. Otherwise, set the
text in Times New Roman Bold.
Follow mandatory size and clear
space requirements when using the
Dow Corning logotype or Authorized
Distributor lockup with other logotypes.
XIAMETER
R®
Authorized Distributor
CO-BRAND LOGO
Dolor Sit Amet
Authorized Distributor
CO-BRAND LOGO
1
2
Authorized Distributor agreement must
be in place prior to trademark usage.
36
Dow Corning Visual Identity Standards › Distributor Applications
Trademark Standards
When the Dow Corning name is used to describe
our company, it does not need to be called out or
Acknowledge the ownership of all trademarks used in Dow Corning literature. This applies both to Dow Corning
trademarks and to trademarks owned by others. Trademark notices are typically included in the back-page
sign-off. Trademark ownership may also be referenced in a footnote on the page where the trademark appears.
treated as a trademark. But when Dow Corning
is used in conjunction with the word “brand,” as
part of the name of a product or product line, the
following specific trademark standards apply:
1
The trademark name is the adjective that
identifies the source of the product and reflects
its quality. Type or print the trademark name in a
distinctive manner using italics, bold or all caps.
When the body copy is set in italics, use regular
text, bold or all caps.
2
2
1
3
4
Dow Corningg® 795 Silicone Building Sealant
Use the appropriate symbol (®, TM, SM, etc.) with
the trademark name the first time it appears in the
document. Use the ® symbol if the trademark is
registered in the country where it is used. Use the
TM symbol if the trademark is not registered.
If the trademark appears for the first time in a
headline where the symbol would be disruptive,
you may omit the symbol and instead use it the
first time the trademark appears in the body copy.
3
Silastic® brand silicone tubing
Dow Corning
g® brand 795 Silicone Building Sealant
The product specification number is assigned
by the business responsible for the product.
Some products do not have product numbers.
4
A generic name is a noun that forms the
descriptive or chemical name of the product.
Examples of generic names include “sealant,”
“lubricant,” “fluid,” etc. The generic name may
be initial-capped or set in lowercase letters.
37
On packaging, or when referring to a product line or general class of Dow Corning
g products, follow the
trademark name and symbol with the word “brand.” The word “brand” is required only the first time the
trademark appears. Set it in all lowercase letters.
Dow Corning Visual Identity Standards › Distributor Applications
Take care to treat our trademarks correctly in all situations. This includes body copy, where our trademark rules
require specific treatment of the Dow Corning name.
Trademark Standards
in Body Copy
INSTEAD OF...
USE...
The tubing was made of Silastic.
The tubing was made of Silastic ®
brand silicone rubber.
The building was sealed with Dow Corning ® 795.
The building was sealed with Dow Corning ®
795 Silicone Building Sealant.
The Molykotess are used to lubricate plastic
parts in cars and precision machinery.
Molykote® specialty lubricants are used to lubricate
plastic parts in cars and precision machinery.
Syl-Off’s
s properties are well-suited
for pressure-sensitive labels.
The properties of Syl-Offf ® release coatings make
them well suited for pressure-sensitive labels.
Dow Corning Silastic ® Adhesive
Silastic ® brand adhesive from Dow Corning
FIRST REFERENCE
SUBSEQUENT REFERENCES
Molykote® G-4500
Multipurpose Synthetic Grease
Molykote Multipurpose Synthetic Grease
Molykote G-4500 Grease
G-4500 Synthetic Grease
Dow Corning ® Q2-5220 Resin Modifier
Dow Corning
g Resin Modifier
Q2-5220 Resin Modifier
Modifers from Dow Corning
1
A trademark may never stand alone. It must
always modify a noun, such as the word “brand,”
a generic product name or the name of the
product line. Note: The product number, by itself,
is not considered a noun. Trademarks should not
be used in the plural or possessive form. They
should not be compounded with another word by
hyphenation or coupled with another trademark.
2
1
Once you have introduced the complete product
name (trademark + product number + generic),
you can shorten it in one of these ways: drop the
product number; shorten the generic; use the
generic without the trademark; or link the generic
name to our corporate name.
2
38
Dow Corning Visual Identity Standards › Distributor Applications
The sign-off area of literature includes several important elements. Include these elements as needed.
Disclaimer Area
LIMITED WARRANTY INFORMATION –
PLEASE READ CAREFULLY
The following elements are included in the
standard sign-off that appears on the back
page of Dow Corning printed literature and
may be set in Times New Roman, Arial or
Arial Narrow:
The information contained herein is offered in good
faith and is believed to be accurate. However, because
conditions and methods of use of our products are
beyond our control, this information should not be
used in substitution for customer’s tests to ensure that
our products are safe, effective and fully satisfactory
for the intended end use. Suggestions of use shall
not be taken as inducements to infringe any patent.
1
There are two warranty disclaimers you may
use. In order, they are the Standard Limited
Warranty Disclaimer and the Service Disclaimer.
Please consult with your local Dow Corning
representative for more details.
2
Always include trademark notices for
any Dow Corning trademark names
referenced in the document.
LIMITED WARRANTY
DISCLAIMER
1
Dow Corning’s sole warranty is that our products
will meet the sales specifications in effect at the
time of shipment.
Your exclusive remedy for breach of such warranty
is limited to refund of purchase price or replacement
of any product shown to be other than as warranted.
or
DOW CORNING SPECIFICALLY DISCLAIMS
ANY OTHER EXPRESS OR IMPLIED
WARRANTY OF FITNESS FOR A PARTICULAR
PURPOSE OR MERCHANTABILITY.
DOW CORNING DISCLAIMS
LIABILITY FOR ANY INCIDENTAL
OR CONSEQUENTIAL DAMAGES.
To the full extent permitted by law,
Dow Corning disclaims any and all
liability with respect to your use of,
or reliance upon, any report, data,
procedure, conclusions or opinion
contained in the information provided
to you. You agree that you have the sole
obligation to decide whether information
provided by Dow Corning will work
in your processes or will be safe and
efficacious in your applications. It is
your sole responsibility to determine the
suitability of any products made by or
for you in reliance on the information
provided to you. Dow Corning does not
make any warranty or representation,
express or implied, with respect to the
utility or completeness of the information
provided to you and specifically
disclaims the implied warranties
of merchantability and fitness for a
particular purpose.
Where appropriate, the disclaimer should be
translated in accordance with local standards.
Please consult with your local Dow Corning
representative for more details.
2
39
Dow Corningg is a registered trademark of Dow Corning Corporation.
XIAMETER is a registered trademark of Dow Corning Corporation.
Dow Corning Visual Identity Standards › Distributor Applications
Dow Corning is a registered trademark of Dow Corning Corporation.
We help you invent the future is a trademark of Dow Corning Corporation.
XIAMETER is a registered trademark of Dow Corning Corporation.
Silastic, Molykote and Syl-Off are registered trademarks of Dow Corning Corporation.
PANTONE is a registered trademark of Pantone, Inc.
©2010 Dow Corning Corporation. All rights reserved.