JM Eagle Style &
Usage Guide
Summer 2009 / Version 2
Building essentials
for a better tomorrow
introduction
A corporate identity is established by the unified and consistent
use of graphic standards. This guide provides general instructions
for the application of the JM Eagle identity to a variety of media.
The integrity of the JM Eagle identity depends on the strict
adherence to these rules and guidelines by all JM Eagle employees
and their vendors.
The new JM Eagle logo and tagline signifies a new and exciting
direction for the company. Please take some time to review this
style and usage guide in order to familiarize yourself with our
new corporate identity and standards.
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Contents
01
02
03
04
05
06
07
08
Mission Statement. . . . . . . . . . . . . . . . . . . . . . . . 7
The JM Eagle Logo. . . . . . . . . . . . . . . . . . . . . . . . 8
Legal Disclaimer . . . . . . . . . . . . . . . . . . . . . . . 16
Corporate Typeface. . . . . . . . . . . . . . . . . . . . . 17
Brand Communications Vehicles . . . . . . . . . 18
Promotional Items . . . . . . . . . . . . . . . . . . . . . . 22
PLANT Signage. . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Procurement . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
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01
Mission Statement
We at JM Eagle think of ourselves as a different kind of company,
doing our part to make the world a better place. This pursuit is
realized through an unwavering commitment to leadership in
everything we do. We don’t just meet the needs of our customers,
we strive endlessly to exceed them. We don’t just produce
quality products, we aim to improve our standards constantly.
And we do this all with respect for the beauty and fragility of the
world and the well-being of its inhabitants, ensuring that our
business makes a positive contribution to the environment, the
communities we serve, our customers, and our employees.
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02
The JM Eagle Logo
The JM Eagle logo is the foundation of our corporate identity. The logo is comprised
of two elements: the JM Eagle symbol and the company tagline typeset to the right.
The JM Eagle logo has two configurations:
Building essentials
for a better tomorrow
Primary Logos
There are two standard configurations,
(Primary Logo/Horizontal)
preferred for all applications. Spatial
availability and/or limitations should be
considered when determining which
option to use.
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(Primary Logo/Vertical)
Secondary Logo
This is the secondary mark. It is only
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to be used where spatial and format
restrictions do not allow the use of the
primary logo.
(Secondary Logo)
8
Logo Positioning
In order to maintain the graphic integrity of the
JM Eagle logo, a clear field must surround the mark. No other elements, such
as text or images, should encroach upon this space. This allows the logo to be
easily and clearly identified.
Primary horizontal / vertical Logos
0.5”
0.5”
0.5”
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0.5”
0.5”
0.5”
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0.5”
0.5”
Secondary Logo
0.5”
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0.5”
0.5”
0.5”
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Logo Usage
The JM Eagle logo symbol and tagline are precisely
arranged and proportioned. Do not alter the logo or tagline in any way.
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for a better tomorrow
tagline placement
The logo and tagline are designed
(Primary Logo/Horizontal)
CORRECT VERSION
as a lock up and should never be
rearranged.
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Scale
The scale of the JM Eagle logo symbol
to tagline is exactly proportioned and
should never be altered.
(Primary Logo/Horizontal)
inCORRECT VERSION
design elements
Additional elements, such as other
symbols or design treatments, should
never be added to the logo.
stretch
The JM Eagle logo should always
be sized to scale. Do not stretch
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(Primary Logo/Vertical)
CORRECT VERSION
or distort the logo symbol or tagline
when sizing.
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(Primary Logo/Vertical)
incORRECT VERSION
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Alternate Logos Whenever possible, use the primary logos as presented
on page 8. When spatial or color restrictions do not allow, these alternates may be
used. See guidelines below.
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Building essentials
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Alternate Logos
It is preferred that the JM Eagle logo
symbol and tagline be shown in full
color wherever possible. In instances
(on white)
(on dark background)
where this is not feasible, use the
black or knockout (white) versions as
a substitute.
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(all black)
Building essentials
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(on dark background)
alternate tagline
When spatial and format restrictions do
not allow for the tagline to be locked up
with the logo symbol, the tagline may
be used as a separate mark.
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(one line)
In this case, the tagline can be displayed
separately as two lines, as it appears
locked-up with the logo symbol, or on
one line.
When not paired with the logo, the
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(two lines)
tagline can only be displayed in black.
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Logo Trademarks
The JM Eagle tagline, “Building essentials for
a better tomorrow”, is a registered trademark with the USPTO and therefore has
a “™” symbol to designate ownership.
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(Primary Logo/Horizontal)
Logo trademarks
Trademarks circled in red for reference only.
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(Primary Logo/Vertical)
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(secondary Logo)
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Pending Logo Trademarks
The JM Eagle logo symbol
is currently being registered with the USPTO. Once notification is received that
the JM Eagle logo symbol is officially registered, the logo symbol will be marked
with a “®”.
Until then, the JM Eagle logo symbol is to be used with the “™” designation mark.
Building essentials
for a better tomorrow
(Primary Logo/Horizontal)
pending Logo trademarks
Trademarks circled in red for reference only.
Building essentials
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(Primary Logo/Vertical)
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Color Palette When reproducing the JM Eagle logo, the preferred colors
are Pantone® 300 (blue) and Pantone® 355 (green). When color is unavailable, the
logo may be printed in either black or white.
Use the color guide below to determine the correct Pantone® colors, 4-color process
and web-ready color breakdowns.
printing on coated paper
pantone
300C
printing on uncoated paper
®
pantone
300U
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pantone
355C
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®
pantone
355U
®
web-ready
4-color process
100 56 2 0
c m y k
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100 11 100 2
c m y k
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®
0
r
103
g
197
b
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0
r
148
g
48
b
Color Usage
The JM Eagle tagline and registration marks designated
for the JM Eagle symbol (®) or (™) should always appear in black.
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(Primary Logo/Horizontal)
pending Logo trademarks
Trademarks circles in red for reference only.
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(Primary Logo/Vertical)
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03
Legal Disclaimer
The new logo symbol represents our company as JM Eagle. This represents two (2)
companies, J-M Manufacturing Company, Inc. and PW Eagle, Inc.
When abbreviating the company name in writing, use “JM Eagle”. No hyphen or
space is to be used between the “J” and the “M”.
Please note the legal names of both companies (J-M Manufacturing Company,
Inc. and PW Eagle, Inc.) will remain active for some time. Until further notice, all
published documents must reference both legal company names and make
reference to the fact that we are doing business as JM Eagle.
An example of the correct disclaimer is listed for your reference.
Sample copy
“JM Eagle* remains committed to our core value of delivering life’s
essentials through the most eco-friendly plastic pipe products on
the market. We pride ourselves on being able to illustrate the vital
role our products play in improving and maintaining the health
and quality of life throughout the world”.
*J-M Manufacturing Company, Inc. and PW Eagle, Inc. are doing business as JM Eagle.
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04
corporate typeface
Helvetica Neue is the corporate typeface and is the preferred font for all JM Eagle printed materials (brochures, posters, signage, advertisements). It is used on
our new JM Eagle website, stationery, and business cards, and should be
used when applicable.
Helvetica Neue is an Adobe font, and is only available by purchase. Please
contact the Marketing Department if you need something produced with this font.
For bodycopy on documents such as faxes, memos, etc. Arial should be used.
helvetica neue (35) thin
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
helvetica neue (45) light
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
helvetica neue (55) roman
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
helvetica neue (75) bold
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
helvetica neue (56) Italicized
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
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05
Brand Communications
Vehicles
Stationery Paper Selection
To best convey the new
JM Eagle corporate identity, a specific paper stock has been selected from the
Strathmore Writing Collection. The bright white, uncoated Strathmore paper
reflects the quality of the JM Eagle brand.
Collateral Paper Selection In an effort to maintain brand
message consistency, all materials that represent JM Eagle should be produced
on similar paper. When selecting these papers, materials should be chosen based
on the following qualities: brightness, smoothness and finish. Papers that are
bright white, super smooth and matte in finish are the optimal choice. A few
examples of this type of stock are: Sappi McCoy Matte, Sappi Opus Matte and
Stora Enso Centura Matte.
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Letterhead
Building essentials
for a better tomorrow
All type
100% black
helvetica neue
45 light 7pt /
30pt leading
Bullets
PMS 355
Zapf Dingbats
3.5pt
5200 West Century Blvd
l
Los Angeles CA 90045
l
T: 800.621.4404
l
F: 973.422.4882
l
www.jmeagle.com
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envelope
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5200 West Century Blvd
l
Los Angeles CA 90045
All type 100% black helvetica neue 45 light 7pt/30pt leading
Bullets PMS 355 Zapf Dingbats 3.5pt
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business card
Andrew Genewick
Marketing and
Communications Coordinator
Building essentials
for a better tomorrow
5200 West Century Blvd
Los Angeles, CA 90045
T : 800.621.4404 x 6243
F : 310.693.8249
C : (optional)
100% black helvetica neue 65 medium 9pt/30pt leading
100% black helvetica neue 45 light 9pt/-10pt leading
100% black helvetica neue 45 light 7.5pt/30pt leading
andrewgenewick@jmeagle.com
www.jmeagle.com
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06
Promotional items
When applying the JM Eagle logo to clothing or other items, size the logo in an
appropriate scale to the item selected.
In most instances, the vendor or manufacturer will provide templates or sizing
guidelines. Strive to use quality materials and production methods. The material
you imprint on is as important as the printing itself.
(engraved or silkscreened on metal)
(engraved or silkscreened on metal)
Building essentials
for a better tomorrow ™
www.jmeagle.com
Building essentials
for a better tomorrow ™
www.jmeagle.com
(4-color on dark fabric)
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(engraved or silkscreened on metal)
Apparel The JM Eagle logo symbol works best embroidered or silkscreened
on fabric. Because the JM Eagle tagline is much smaller in relation to the logo
symbol, it may make embroidery difficult.
When applying the logo to apparel, always remember to submit final logo size to
vendors for their feedback on production.
Take into consideration the color of the material you will be using, and use your best
judgment in picking the color for the logo. General guidelines are below.
(4-color on white fabric)
(white on dark fabric)
(black on light fabric)
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07
Plant Signage
All signage should convey the professionalism and integrity of the JM Eagle
company. The primary configuration for signage features the JM Eagle primary
logo in full color with all text appearing in the Helvetica Neue 45 Light font in
Pantone® 300 blue. In plant locations where applicable, the “ISO 9001:2000 Certified”
notice should appear under plant name. The plant address is also optional, and if
used, should appear as white type in the blue box.
Building essentials
for a better tomorrow
McNary Plant
ISO 9001:2000 Certified
Plant signage
A vertical and horizonal sign
option is available. Choose the
31240 Roxbury Road
(veritcal)
option that best fits your sign
dimensions.
Building essentials
for a better tomorrow
McNary Plant
ISO 9001:2000 Certified
31240 Roxbury Road
(horizontal)
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08
Procurement
There are various electronic versions of the JM Eagle logo symbol and tagline,
designed to accommodate any possible usage. For further instructions, clarification
of usage, or to obtain electronic copies of the JM Eagle logo, corporate font, or any
graphic related item, please contact:
Andrew Genewick
Marketing & Communications Coordinator
JM Eagle
5200 West Century Blvd
Los Angeles, CA 90045
T: 800.621.4404 x 6243
F: 310.693.8249
andrewgenewick@jmeagle.com
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Building essentials
for a better tomorrow