Brand Implementation Standards

Transcription

1 Building Our Visual Identity Brand Implementation Standards Kennametal Corporate Edition

2 Engineering Your Competitive Edge

3 Table of Contents Introduction 0.01 Introduction and Purpose 0.02 Overview Section 1.0: Kennametal Inc. Design Elements 1.01 Signature Horizontal Signature Specifications Stacked Signature Specifications Signature and Color 1.02 Tagline Tagline Useage Tagline Specifications Used with Signature Tagline Specifications Apart From Signature Tagline Used as Text 1.03 Signature with Descriptors Signature with Descriptors Specifications 1.04 Typography Section 2.0: Kennametal Business Documents 2.01 Kennametal Inc. Forms 2.02 Kennametal Global Forms Section 3.0: Kennametal Inc. Correspondence 3.01 Kennametal Inc. Letterhead Kennametal Global Letterhead 3.02 Kennametal Inc. Corporate Envelope Envelope Kennametal Global Envelope Kennametal Large Envelope Kennametal Large Global Envelope 3.03 Kennametal Inc. Business Card Kennametal Global Business Card 3.04 Kennametal Inc. Fax Sheet 3.05 Kennametal Inc. Memorandum 3.06 Kennametal Inc. Report 3.07 Kennametal Inc. Mailing Label 3.08 Kennametal Employee Identification Badges 3.09 Kennametal Visitor Name Tags Section 4.0: Kennametal Collateral 4.01 Printed Materials 4.02 Ad Specialty Items Section 5.0: Kennametal Advertising 5.01 Trade and Image Advertising Section 6.0: Kennametal Signage 6.01 Exterior Signage 6.02 Exterior Directional Signage 6.03 Interior Signage 6.04 Interior Directional Signage 6.05 Doors 6.06 Flags 6.07 Banners 6.08 Vehicles Section 7.0: Kennametal Packaging & Labeling 7.01 Corrugated Box 7.02 Plastic Box 7.03 Plastic Container with Logo 7.04 Plastic Container without Logo Section 8.0: Kennametal Trade Shows 8.01 Trade Show Booth Section 9.0: Kennametal Interactive Media 9.01 Web Site 9.02 CD CD Case Cover 9.03 PowerPoint Template

4 0.01 Introduction and Purpose Elevating a premier brand Kennametal Inc. is the world s premier supplier of tooling, engineered components, and advanced consumable materials. We deliver not only the best product for a customer s application, but also the best economics for that customer s process. In 60 countries every day, we engineer a competitive edge. However, research shows our customers, suppliers, distributors, and employees are often confused about who we are and what we do. Over the years, mergers, acquisitions, and other activities have diluted the Kennametal brand. But all of that is about to change. Today we present a new and unified face to people inside and outside of our organization. Together we will make Kennametal into a strong, cohesive brand that the world recognizes and trusts. R. Daniel Bagley Vice President, Corporate Strategy and MSSG Global Marketing

5 0.02 Overview Giving Kennametal an identity After decades of providing competitive edge for our customers, now is the time to do the same for ourselves. Aligning ourselves behind a unified Kennametal brand is the key to achieving this goal. A strong brand is not only about what customers see in our offerings. It also embodies our corporate culture. It identifies us, guides our behavior, and strengthens us in the marketplace. This document will help you make that happen. You ll learn how to create and implement the brand system, and you ll see examples of proper and improper usage. From logos and colors to type and more, this document will help you build a consistent brand experience. However, if you still have questions, please visit the InfoNet at or contact Your transition toward compliance with these standards should begin immediately, as your supply of existing materials runs out. You must be in full compliance by December 31, 2006.

6 1.0 Kennametal Inc. Design Elements To start building our brand, we must first assemble its visible components the same way, time after time. This consistent approach to branding ourselves will help our audiences come to know and recognize our name, our people, and our values. That can t happen unless we give rigorous attention to the standards presented here. These aren t guidelines. They are the approved rules that govern the creation, adaptation, and use of those elements that make up our brand marks. These procedures are intended to be brief, clear, and flexible. They are being used by your colleagues all over the world. We hope you ll find that they make it easy for you to help make Kennametal communications consistently excellent. Section 1.0: Kennametal Inc. Design Elements 1.01 Signature Horizontal Signature Specifications Stacked Signature Specifications Signature and Color 1.02 Tagline Tagline Useage Tagline Specifications Used with Signature Tagline Specifications Apart from Signature Tagline Used as Text 1.03 Signature with Descriptors Signature with Descriptors Specifications 1.04 Typography

7 1.01 Signature The Kennametal signature is composed of the block-style K logo and the Kennametal logotype. The preferred Kennametal signature is arranged horizontally. Signature The block-style K logo is our company s distinctive corporate symbol and our most important tool for establishing our identity and building recognition. It is the embodiment of Kennametal s brand character, which includes solid dependability, tenacity, and trustworthiness. 100% black Minimum size: Kennametal Yellow 100% Pantone 116 or C2 M14 Y92 K0.25" or 6.5 mm minimum height Kennametal has replaced its former logotype with a contemporary, universal type font. This type font provides an updated, technologically savvy look that creates a broader visual foundation for Kennametal s diverse markets and offerings. When the block-style K logo and logotype are used together, this is known as the signature. Common mistakes: The horizontal treatment should be used whenever possible, because it provides the greatest visibility for our brand. GLOBAL INFORMATION TECHNOLOGY The signature presented above is the only approved Kennametal signature. You may not use any others, nor can you combine other logos with it. Former logotypes should not be used. Do not use either the logo or logotype separately. Always be certain to use unaltered electronic files, rather than distorted or re-created logos that do not accurately represent our brand. The approved files are available on the Kennametal InfoNet.

8 Horizontal Signature Specifications Horizontal signature executional specifications: 1/2 K K = height of the Kennametal block-style K logo C = thickness of the outline stroke around the chevron of the block-style K logo 1/2 K Never set type to recreate the Kennametal logotype. Use the electronic file available on the Kennametal InfoNet. 1/2 K 1/2 K 1/2 K C C The Kennametal logo and logotype align at their baselines. The Kennametal logotype is one-half the height of the Kennametal block-style K logo. Clear space requirements: Keep a minimum clear space around all sides of the Kennametal signature equal to one-half the height of the Kennametal blockstyle K logo. Common mistakes: Never enclose the signature KENNAMETAL within a shape. KENNAMETAL Never alter the alignment KENNAMETAL of the horizontal signature KENNAMETAL elements. Never place a border or any other art elements around the signature. Together we will make KENNAMETAL into a strong, cohesive brand Never alter the size relationships between the horizontal signature elements. Never scale the signature horizontally or vertically to cause distortion. Never use the logotype in text. Horizontal Signature Specifications The horizontal signature consists of the block-style K logo and the Kennametal name typeset in the logotype. The position, size, color, and spatial proportions of these two elements must be maintained at all times. A minimum amount of free space must always surround the signature, to help it stand out. And for legibility reasons, it must never be reproduced below the size indicated.

9 Stacked Signature Specifications Minimum size: The stacked signature should only be used when it is impractical to use the preferred horizontal signature (e.g., in a confined space)..5" or 12.5 mm minimum height. 1/2 K 1/2 K Stacked signature executional specifications: 1/2 K 1/2 L 1/2 K The Kennametal logotype aligns left and right of the Kennametal block-style K. The distance between the block-style K and the logotype is one-half the height of the logotype. Clear space requirements: Keep a minimum clear space around all sides of the Kennametal stacked signature equal to one-half the height of the Kennametal block-style K logo. Stacked Signature Specifications The horizontal signature treatment should be used whenever possible, because it provides the greatest visibility for our brand. However, when circumstances dictate, the stacked version may be used in its place. Common mistakes: K = height of the Kennametal block-style K logo. L = height of the Kennametal logotype. Never enclose the stacked signature within a shape. Never alter the alignment of the stacked signature elements. Never alter the size relationship between the the stacked signature elements. Never scale the stacked signature horizontally or vertically to cause distortion. The stacked signature consists of the block-style K logo and the Kennametal name set in logotype. The position, size, color, and spatial proportions of these two elements must be maintained at all times. A minimum amount of free space must always surround the signature, to help it stand out. And for legibility reasons, it must never be reproduced below the size indicated.

10 Signature and Color Black and Kennametal yellow When full color is available, always use Kennametal yellow inside the chevron. The Kennametal logotype must always remain black. When reproducing the Kennametal signature against a background, there should be enough contrast to provide adequate legibility. Black only The use of yellow within the chevron applies even if the background color is also Kennametal yellow. Reverse Common mistakes: The Kennametal logotype as part of the signature must always remain black. The reverse Kennametal signature may be reproduced in white or Kennametal yellow. When reproduced in one color, the chevron of the K is always outlined. Signature and Color Kennametal yellow should always be used as part of the signature when it is available. It should always appear within the chevron of the K logo. This use of yellow within the chevron applies whether the background color is also Kennametal yellow or if the background happens to be another color except black or other strong color. The interior of the chevron in the block-style K can be Kennametal yellow, black, or white. No other color is permitted. Use Kennametal yellow within the chevron even with a yellow background. Placing the signature against a dark background will lead to poor legibility. Neither the entire chevron, nor the entire K should ever be reversed out of the solid background color. The signature may be placed on an image or colored background, but there must be sufficient contrast for easy legibility. If an image is used, it should not be busy or distracting.

11 1.02 Tagline Customers in Vertical Industries with Specialized Needs OEMs Personnel on the Job Shop Floor Suppliers Partners Global Customers Distributors An innovator in the development of engineered products and techniques to cut and create the world s most superhard materials. Committed to developing new products and solutions for customers; 40% of revenues come from newly engineered products. World s premier supplier of tooling, engineered components and advanced materials consumed in production processes. Over 250 highly trained and experienced research scientists and development engineers that focus on the toughest materials application demands. Leadership Kennametal is the market leader for metalcutting tools and engineered components and solutions across the world. The right combination of products/solutions for the customer s specific application. Engineered services and technologically advanced product solutions for critical applications in extreme environments. Improves customers competitiveness by providing superior economic returns through the delivery of application knowledge and advanced technology to master the toughest of materials application demands. Deep industry and technical expertise. Global resources Tagline Kennametal offers a unique value proposition to it customers. These customers come to us from all over the world and they ask us to help them solve problems. They come to us because they see us as innovators who can move technology forward and then supply the advances reliably in the future. They understand that our expertise streamlines the development process, helping them benefit from innovation more quickly and more profitably. This value proposition is summed up in the four simple words that make up our corporate tagline.

12 Tagline Useage The tagline may be used on promotional materials. Catalogs, Sell Sheets, Advertising, and Other Promotional Collateral, and Printed Matter Do not use the tagline on informational materials! Name Title Title Second Line Division Business Cards, Letterhead, Envelopes, Business Forms, and Other Correspondence Kennametal Inc. Address City, State, Zip, Country Telephone Cell Global Fax Trade Show Signage Product ID Web Site and PowerPoint Presentations Signage Tagline Useage The tagline can be used in materials that are used to promote Kennametal products and services. These include advertisments, catalogs, sell sheets and other collateral matter. Also trade shows, Web Sites and PowerPoint presentations. Use in specialty advertising products and wearables depends on the particular useage of the items and the space available for the tagline to be legible. Do not use the tagline on materials that are informational in nature. For example Kennametal business cards, letterhead, envelopes, business forms and other company correspondence should not use the tagline. In addition the tagline shouldn t appear on products or building signage.

13 Tagline Specifications Used with Signature Horizontal signature with tagline: The tagline may be set in more than one line if space is limited. Engineering Your Competitive Edge Minimum size: Engineering Your Competitive Edge 1.375" or 35 mm minimum width Engineering Your Competitive Edge Horizontal signature with tagline executional specifications: 1/2 K 1/2 K 1/2 K Clear space requirements: x x Keep a minimum clear space around all sides of the Kennametal signature with tagline equal to one-half the height of the Kennametal block-style K logo. 1/2 K The tagline is x height distance away from the Kennametal horizontal signature. H = height of the Kennametal block-style K logo. x = x height of tagline The tagline aligns below the Kennametal signature left and right. Common mistakes: Engineering Your Competitive Edge Engineering Your Competitive Edge Never change the alignment of the signature and tagline. Never alter the color of the tagline. Engineering Your Competitive Edge Engineering Your Automotive Solution Never alter the font of the tagline. Never alter the language of the tagline. Engineering Your Competitive Edge Never use the tagline with other logos. Tagline Specifications Used With Signature The tagline can be used in combination with the horizontal signature. When used this way, the tagline should be set in 45 Helvetica Neue Light Italic. Always be sure to use approved digital files, available on the Kennametal InfoNet.

14 Tagline Specifications Apart from Signature Separate the tagline from the horizontal signature when the signature already incorporates a descriptor. Engineering Your Competitive Edge The tagline measures the same width as the Kennametal signature left and right. Example using the tagline at the top of the page. Common mistakes: Engineering Your Competitive Edge Engineering Your Competitive Edge Never use the tagline in combination with a signature already incorporating a descriptor. The tagline may be used separately from the horizontal signature in cases where it would be too small to be legible. Tagline Specifications Apart from Signature The tagline may be used separate from the horizontal signature when the horizontal signature already incorporates a descriptor or when the tagline becomes too small to be legible when incorporated with the signature. When used separate from the signature, the tagline should be set in 46 Helvetica Light Italic.

15 Tagline Used as Text The tagline may be used as text when attempting to provide particular emphasis. The following use, as a headline, is one example. Common mistakes: October 1, 2005 Engineering Your Competitive Edge Use only Helvetica Neue type fonts with the tagline. Aligning ourselves behind a unified Kennametal brand is the key to achieving this goal. Engineering Your Competitive Edge is a Do not mix type fonts or type weights in the middle of a text block. Tagline Used as Text Engineering Your Competitive Edge may be used in communication as a shorthand expression that embodies who we are. It may appear as a headline, a subhead, or a line in body copy. Refer to section 1.06 Typography for specifications of the proper Kennametal typefaces.

16 1.03 Signature with Descriptors Signatures with descriptors: Any new signature with descriptor must be approved by Rudy Frank, Manager, Corporate Advertising and Marketing Communications. Process Optimization Services Common Departments Initiatives Marketing Lean Enterprises Only use the descriptors listed above (Profit and Loss Center, Product/Solution, and Location). No other descriptors can be used with the signature. Signature with Descriptors The Kennametal signature easily incorporates divisions, groups, products, profit & loss centers, and sub-brands. This system approach helps develop stronger brand associations within and beyond the Kennametal name. It is a flexible system that visually links existing relationships, and can easily incorporate new ones. Our consistent look communicates the strength and diversity of the Kennametal offering, while emphasizing that we are all part of one whole.

17 Signature with Descriptor Specifications The Kennametal signature with descriptor: Kennametal signature with descriptor construction one line: Clear space requirements: 1/2 K 1/2 K 1/2 K Keep a minimum clear space around all sides of the Kennametal signature with descriptor equal to one-half the height of the Kennametal block-style K logo. 1/2 L 1/2 K x x The descriptor name cap height is one-half the height of the Kennametal logotype and always aligns below the Kennametal signature flush right. Descriptor is x height distance away from the Kennametal signature. Kennametal signature with descriptor construction multiple lines: 1/2 K 1/2 L 1/2 K 1/2 K 1/2 K x x x If the descriptor occupies multiple lines, they are separated by x height distance away from the Kennametal signature. K = height of the Kennametal block-style K logo. x = x-height of descriptor L = height of Kennametal logotype Signature with Descriptors Specifications The Kennametal signature can accept a wide array of descriptors. But it is important to make certain that any signature/descriptor combination conforms to the specifications on this page. Do not attempt to re-create a signature/descriptor. Instead, obtain a digital file from the Kennametal InfoNet and use that.

18 1.04 Typography Arial is another sans serif typeface that is approved for use as an alternate typeface. The preferred type family for all Kennametal materials is Helvetica Neue. 35 Helvetica Neue Thin 36 Helvetica Neue Thin Italic 45 Helvetica Neue Light 46 Helvetica Light Italic 55 Helvetica Neue Roman 56 Helvetica Neue Roman Italic 65 Helvetica Neue Medium 66 Helvetica Neue Medium Italic 75 Helvetica Neue Bold 76 Helvetica Neue Bold Italic 85 Helvetica Neue Heavy 86 Helvetica Neue Heavy Italic 95 Helvetica Neue Black 96 Helvetica Neue Black Italic Arial can be used as an alternate type font when Helvetica is not available. Arial Arial Italic Arial Bold Arial Bold Italic 37 Helvetica Neue Thin Condensed 37 Helvetica Neue Thin Condensed Oblique 47 Helvetica Light Neue Condensed 47 Helvetica Light Neue Condensed Oblique 57 Helvetica Neue Condensed 57 Helvetica Neue Condensed Oblique 67 Helvetica Neue Medium Condensed 67 Helvetica Neue Medium Condensed Oblique 77 Helvetica Neue Bold Condensed 77 Helvetica Neue Bold Condensed Oblique 87 Helvetica Neue Heavy Condensed 87 Helvetica Neue Heavy Condensed Oblique 97 Helvetica Neue Black Condensed 97 Helvetica Neue Black Condensed Oblique (Note: Numbers indicated are for Mac format. Windows numbers may not be identical.) Typography The preferred typeface for all Kennametal materials is Helvetica Neue. The optically refined and wellbalanced drawing of the Helvetica Neue letterforms communicates a sense of quality and sophistication. The sans serif style suggests modernity, high technology, and efficiency. Any of the Helvetica Neue series may be used in promotional media for typographic accents, such as captions, subheads, folios, etc. Common mistakes: Engineering Your Competive Edge Use only Helvetica Neue type fonts with the tagline or signature. If Helvetica Neue is unavailable, other Helvetica cuts can be used in the specified weights. Serif fonts are never to be used in Kennametal communications. All of these fonts are available from the Kennametal InfoNet.

19 2.0 Kennametal Business Documents Section 2.0: Kennametal Business Documents Kennametal and its distributors use many business forms in the course of conducting business. You will quickly need to bring your supply of these forms into compliance with Kennametal s new identity by incorporating our new signature and type font, and by following the guidelines presented here. Please note that all business forms should evolve to a transitional stage as soon as possible. Also note that all forms must fully comply with these standards no later than December 31, If you have questions, please ask your supervisor Kennametal Inc. Forms 2.02 Kennametal Global Forms

20 2.01 Kennametal Inc. Forms Margin measurements are to follow the pre-existing margins of the form. If there are no margins established, place the signature 1/2" (13mm) from the top and the left. Helvetica Neue type family used throughout. PO Delivery Updated signature (Use signature only do not include descriptor or tagline.) Note: Not shown actual size. Existing business document with updated signature used during transitional period. Common mistakes: All Paperwork & Materials Must Contain: 1. PO Number 2. PO Line Item Number 3. PO Line Item Material Number or Match ID Purchase Order TO BROWN TOOL & DIE INC DANIEL L BROWN 130 REDWOOD ROAD ACME PA SHIP TO Order Date Date needed by Discount terms 01/26/ /28/2005 Within 60days Due net Use only Helvetica Neue type fonts. Discontinued logotype should not be used. Purchase Order Number Date /26/2005 Kennametal Inc. Chestnut Ridge-Solid Round Tooling 200 Chestnust Ridge Road LATROBE PA No logos should appear other than the Kennametal signature. Use legal name here. No other graphics should be used on the business form. Kennametal Inc. Forms Kennametal Inc. uses many business forms that are both system-generated and printed traditionally. These forms should use the latest horizontal signature as soon as possible. The signature should appear in approximately the same location as the corporate identity it replaces. As you redesign your forms beyond this transitional state and into full compliance, use Helvetica Neue type fonts. Do not use serif type faces. No logos should be used on these forms other than the Kennametal signature. All forms must comply with these guidelines by December 31, 2006.

21 2.02 Kennametal Global Forms Margin measurements are to follow the pre-existing margins of the form. If there are no margins established, place the signature 1/2" (13mm) from the top and the left. Updated signature (Use signature only do not include descriptor or tagline.) Vs. Riferimento/Data ns.sig. ZORDAN Numero Contratto/Data Use legal name here. Kennametal Italia S.p.A. Via Morivione, Milano MI Tel.: (+39) Fax: (+39) Helvetica Neue type family used throughout. Codice Cliente Punto Vendita MZ01 Milano Offerta Valida fino al Vs. Codice Fornitore N. Documento Persona da contattare AIROLDI Spett.le Pagina 1 / 1 Data Note: Not shown actual size. Existing business document with updated signature used during transitional period. Common mistakes: Vettore/Modalita' di consegna UNITED PARCEL SERVICE Use only Helvetica Neue type fonts. Agente MZ1HE ZORDN GIORGIO Discontinued logotype should not be used. AGUSTA SPA VIA GIOVANNI AGUSTA CASCINA COSTA DI SAMARATE VA Vs. Corrispondente Ufficio Vendite Carlo Auristo No logos should appear other than the Kennametal signature. No other graphics should be used on the business form. Kennametal Global Forms Kennametal s global operations use many business forms that are both system-generated and printed traditionally. These forms should use the latest horizontal signature as soon as possible. The signature should appear in approximately the same location as the corporate identity it replaces. As you redesign your forms beyond this transitional state and into full compliance, use Helvetica Neue type fonts. Do not use serif type faces. No logos should be used on these forms other than the Kennametal signature. All forms must comply with these guidelines by December 31, 2006.

22 3.0 Kennametal Correspondence Section 3.0: Kennametal Inc. Correspondence As you exhaust your existing supply of correspondence forms, you will need to order replacements. When this happens, ensure that your new forms are designed to comply with Kennametal s current identity by incorporating our new signature and type font, and by following the guidelines presented here. Please note that all forms must be in compliance by December 31, Kennametal Inc. Letterhead Kennametal Global Letterhead 3.02 Kennametal Inc. Corporate Envelope Kennametal Global Envelope Kennametal Large Envelope Kennametal Large Global Envelope 3.03 Kennametal Inc. Business Card Kennametal Global Business Card 3.04 Kennametal Inc. Fax Sheet 3.05 Kennametal Inc. Memorandum 3.06 Kennametal Inc. Report 3.07 Kennametal Inc. Mailing Label

23 3.01 Kennametal Inc. Letterhead 1/2" (13 mm) 1 5/8" (42 mm) Use legal name here. 1/16" (2 mm) 1 5/8" (42 mm) 1/2" (13 mm) Kennametal Inc. Helvetica Neue Cond. Medium 7 pt. The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Inc Technology Way P.O. Box 231 Latrobe, PA USA Telephone Fax /2" (13 mm) Helvetica Neue Light Cond. 7 pt. 9 pt. leading Kennametal Inc. Letterhead Size: 8 1/2" x 11" 210 mm 297 mm (A4) Common mistakes: Use Kennametal signature only do not include descriptor or tagline. No logos should appear other than the Kennametal signature. Note: Not shown actual size. No other graphics should be used on the letterhead. Stock: U.S.: 24# Strathmore Writing Wove finish Bright White (or equivalent) European: 90 g/m2 Southworth Credentials Fine Business Paper Wove finish White (or equivalent) Colors: Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

24 Kennametal Global Letterhead (13 mm) 1/2" (42 mm) 1 5/8" Use legal name here. (2 mm) 1/16" (42 mm) 1 5/8" (13 mm) 1/2" Kennametal Global Helvetica Neue Cond. Medium 7 pt. The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Global Locked Bag 9001 Alexandria NSW 1435 Unit 1 33 Maddox Street Alexandria NSW 2015 Telephone Fax (13 mm) 1/2" Helvetica Neue Light Cond. 7 pt. 9 pt. leading Kennametal Global Letterhead Size: 210 mm 297 mm (A4) 8 1/2" x 11" Use Kennametal signature only do not include descriptor or tagline. Note: Not shown actual size. Stock: U.S.: 24# Strathmore Writing Wove finish Bright White (or equivalent) Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the letterhead. Colors: European: 90 g/m2 Southworth Credentials Fine Business Paper Wove finish White (or equivalent) Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

25 3.02 Kennametal Inc. Envelope 1/2" (13 mm) 1 3/8" (35 mm) 1/2" (13 mm) 1/8" (3 mm) Note: Not shown actual size. Kennametal Inc Technology Way Latrobe, PA USA 1/16" (2 mm) The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Inc. Helvetica Neue Cond. Medium 7 pt. Helvetica Neue Light Cond. 7 pt. 9 pt. leading Kennametal Inc. Envelope Size: 9 1/2" x 4 1/8" 220 mm x 110 mm Stock: U.S.: Strathmore Writing Wove finish Bright White (or equivalent) Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the envelope. European: Southworth Credentials Fine Business Paper Wove finish White (or equivalent) Colors: Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

26 Kennametal Global Envelope 13 mm (1/2") 35 mm (1 3/8") 13 mm (1/2") 3 mm (1/8") Kennametal Global Locked Bag 9001 Alexandria NSW 1435 Unit 1 33 Maddox Street Alexandria NSW mm (1/16") The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Global Helvetica Neue Cond. Medium 7 pt. Helvetica Neue Light Cond. 7 pt. 9 pt. leading Kennametal Global Envelope Size: 220 mm x 110 mm 9 1/2" x 4 1/8" Stock: U.S.: Strathmore Writing Wove finish Bright White (or equivalent) Common mistakes: Note: Not shown actual size. No logos should appear other than the Kennametal signature. No other graphics should be used on the envelope. Colors: European: Southworth Credentials Fine Business Paper Wove finish White (or equivalent) Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

27 Kennametal Large Envelope 13 mm (1/2") mm (1 5/8") 13 mm (1/2") 4 mm (0.156") Kennametal Inc Technology Way Latrobe, PA USA 2 mm (1/16") Kennametal Global Helvetica Neue Cond. Medium 8 pt. Helvetica Neue Light Cond. 8 pt. 11 pt. leading The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Large Envelope Size: 229 mm x 305 mm 9" x 12" Stock: U.S.: Standard Available White Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the envelope. Colors: European: Standard Available White Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

28 Kennametal Large Global Envelope 13 mm (1/2") mm (1 5/8") 13 mm (1/2") 4 mm (0.156") Kennametal Global Locked Bag 9001 Alexandria NSW 1435 Unit 1 33 Maddox Streét Alexandria NSW mm (1/16") The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Global Helvetica Neue Cond. Medium 8 pt. Helvetica Neue Light Cond. 8 pt. 11 pt. leading Kennametal Large Global Envelope Size: 229 mm x 324 mm 9" x 12 3/4" Stock: U.S.: Standard Available White Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the envelope. Colors: European: Standard Available White Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

29 3.03 Kennametal Inc. Business Card 1/4" (7 mm) Helvetica Neue Light Italic Cond. and Helvetica Neue Light Cond. 7 pt. 9 pt. leading 1/4" (7 mm) Common mistakes: 1/4" (7 mm) 1/4" (7 mm) Name Title Title Second Line Division No logos should appear other than the Kennametal signature. Use legal name here. 1 3/8" (35 mm) The height of the.75 pt. yellow down rule is equal to the first and last line of type. Helvetica Neue Bold Cond. 9 pt. 1/16" (2 mm) 1 3/8" (35 mm) Kennametal Inc. Address City, State, Zip, Country Telephone Cell Global Fax name.name@kennametal.com Use Kennametal signature only do not include descriptor or tagline. 1/4" (7 mm) Kennametal Inc. Helvetica Neue Medium Cond. 7 pt. Helvetica Neue Light Cond. 7 pt. 9 pt. leading No other graphics should be used on the business card. Kennametal Inc. Business Card Size: 3 1/2" x 2" 89 mm x 51 mm Stock: Colors: U.S.: 100# Strathmore Writing Cover Wove finish Bright White (or equivalent) European: 206 g/m2 Southworth Credentials Fine Business Paper Wove finish White (or equivalent) Kennametal yellow and black Typeface: Helvetica Neue Light Cond, Light Italic Cond, Medium Cond. and Bold Cond

30 Kennametal Inc. Global Business Card Helvetica Neue Light Italic Cond. and Helvetica Neue Light Cond. 7 pt. 9 pt. leading Common mistakes 7 mm (1/4") 7 mm (1/4") 7 mm (1/4") 7 mm (1/4") Use legal name here. Name Title Title Second Line Division Division Second Line The height of the.75 pt. yellow down rule is equal to the first and last line of type. Helvetica Neue Bold Cond. 9 pt. 35 mm (1 3/8") 2 mm (1/16") 37 mm (1 7/16") Kennametal Deutschland GmbH Address Address Second Line Telephone +00 (0) Fax +00 (0) Mobile +00 (0) Privat Tel. +00 (0) Privat Fax +00 (0) name.namel@kennametal.com Use Kennametal signature only do not include descriptor or tagline. 7 mm (1/4") Kennametal Global name Helvetica Neue Medium Cond. 7 pt. Helvetica Neue Light Cond. 7 pt. 9 pt. leading Kennametal Inc. Global Business Card Size: 81 mm x 57 mm Stock: U.S.: 100# Strathmore Writing Cover Wove finish Bright White (or equivalent) European: 206 g/m2 Southworth Credentials Fine Business Paper Wove finish White (or equivalent) No logos should appear other than the Kennametal signature. No other graphics should be used on the business card. Colors: Kennametal yellow and black Typeface: Helvetica Neue Light Cond, Light Italic Cond, Medium Cond. and Bold Cond

31 3.04 Kennametal Inc. Fax Sheet 1/2" (13 mm) Kennametal Inc. Helvetica Neue Cond. Medium 7 pt. 1/2" (13 mm) 1/2" (13 mm) 1/8" (3 mm) The height of the.75 pt. down rule is equal to the first and last line of type. 1/16" (2 mm) Kennametal Inc Technology Way P.O. Box 231 Latrobe, PA USA Telephone Fax Helvetica Neue Light Cond. 7 pt. 9 pt. leading 3" (77 mm) FAX Align at bottom. Helvetica Neue Roman 18 pt. Helvetica Neue Light 12 pt. Date: To: Pages: From: Including cover sheet 1/2" (13 mm).5 pt. ruled lines Phone: Phone: Fax: Fax: Re: Note: Not shown actual size Kennametal Inc. Fax Sheet Size: 8 1/2" x 11" 210 mm x 297 mm (A4) Common mistakes: Stock: 60 lb. white smooth offset No logos should appear other than the Kennametal signature. No other graphics should be used on the fax sheet. Colors: Black Typeface: Helvetica Neue Light, Medium, Light Cond., and Medium Cond.

32 3.05 Kennametal Inc. Memorandum 1/2" (13 mm) 1/2" (13 mm) 1/2" (13 mm) 1" (26 mm) Date: To: From: Subject: Helvetica Neue Light 12 pt. 24 pt. leading MEMORANDUM Align at bottom. Helvetica Neue Roman 18 pt. Note: Not shown actual size. Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the memorandum. Kennametal Inc. Memorandum Size: 8 1/2" x 11" 210 mm x 297 mm (A4) Stock: 60 lb. white smooth offset Colors: Typeface: Black Helvetica Neue Light and Roman

33 3.06 Kennametal Inc. Report 1/2" (13 mm) 1/2" (13 mm) 1/2" (13 mm) 1" (26 mm) Date: To: From: Subject: Helvetica Neue Light 12 pt. 24 pt. leading REPORT Align at bottom. Helvetica Neue Roman 18 pt. Note: Not shown actual size. Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the report. Kennametal Inc. Report Size: 8 1/2" x 11" 210 mm x 297 mm (A4) Stock: 60 lb. white smooth offset Colors: Typeface: Black Helvetica Neue Light and Roman

34 3.07 Kennametal Inc. Mailing Label 1/2" (13 mm) 1 3/8" (35 mm) 1/2" (13 mm) 1/8" (3 mm) Kennametal Inc Technology Way Latrobe, PA USA 1/16" (2 mm) The height of the.75 pt. yellow down rule is equal to the first and last line of type. Kennametal Inc. Helvetica Neue Cond. Medium 7 pt. Helvetica Neue Light Cond. 7 pt. 9 pt. leading Note: Not shown actual size. Kennametal Inc. Mailing Label Size: 4" x 6" 102 mm x 152 mm Common mistakes: No logos should appear other than the Kennametal signature. No other graphics should be used on the envelope. Label Stock: 60# Uncoated Litho Pressure Sensitive Crack N Peel Colors: Kennametal yellow and black Typeface: Helvetica Neue Light Cond. and Medium Cond.

35 3.08 Kennametal Employee Identification Badge

36 3.09 Kennametal Visitor Name Tag

37 4.0 Kennametal Collateral Section 4.0: Kennametal Collateral 4.01 Printed Materials 4.02 Ad Specialty Items Consistent corporate collateral materials will strengthen Kennametal s global presence and brand awareness. On all collateral, the Kennametal logo is a primary visual and in some cases will be the only visual. It is essential that all collateral guidelines be observed, to reinforce the Kennametal brand. Information within this segment is INFORMATIONAL ONLY. All requests for marketing communications collateral must be directed to Communications, at

38 4.01 Printed Materials Brochure Cover Master Catalog Cover Flyer Calendar PLEASE NOTE: Here's a sampling of Marketing Communications materials (trade ads, master catalog covers, brochure covers, promotions, direct mailers, trade show graphics...) that clearly shows the visual integration of our new standards design across all messaging media. Direct Mail

39 4.02 Ad Specialty Items

40 5.0 Kennametal Advertising Section 5.0: Kennametal Advertising 5.01 Advertising Consistent corporate advertising will strengthen Kennametal s global presence and brand awareness. On all advertising, the Kennametal logo is always a primary visual. It is essential that all advertising guidelines be observed, to reinforce the Kennametal brand. Content within this segment is INFORMATIONAL ONLY. All requests for trade and image advertising must be directed to Communications, at

41 5.01 Advertising Trade Advertising PLEASE NOTE: Here's a sampling of Marketing Communications materials (trade ads, master catalog covers, brochure covers, promotions, direct mailers, trade show graphics...) that clearly shows the visual integration of our new standards design across all messaging media. Image Advertising

42 6.0 Kennametal Signage Consistent corporate signage will strengthen Kennametal s global presence and brand awareness. On all signage, the Kennametal logo should always be the primary visual and in many cases will be on the only visual. It is essential that all signage guidelines be observed, to reinforce the Kennametal brand. Section 6.0: Kennametal Signage 6.01 Exterior Signage 6.02 Exterior Directional Signage 6.03 Interior Signage 6.04 Interior Directional Signage 6.05 Doors 6.06 Flags 6.07 Banners

43 6.01 Exterior Signage Exterior Signage Exterior signs should include a horizontal logo. A building name may accompany the logo but should be visually separated from the logo. No additional logos or business units should be added to the sign.

44 6.02 Exterior Directional Signage Exterior Directional Signage The horizontal signature should be included on all directional signage. Directional signage may include one to three locations on each sign. Arrows should be placed to the left of each location s name.

45 6.03 Interior Signage Interior Signage Interior signs may consist of the horizontal or stacked version of the Kennametal logo. No additional logos or business units/names should accompany the logo. The logo may be used in full color or as a single color.

46 6.04 Interior Directional Signage Quality Assurance Main Offices Quality Assurance Facilities Facilities Interior Directional Signage The horizontal signature should be included on all directional signage. Directional signage may include one to three locations on each sign. If arrows are used, they should be placed to the left of each location s name.

47 6.05 Doors Doors Doors may incorporate either the horizontal or stacked signature. The signature may be used in full color or in one color. Etched glass or metal lettering is permissible for single color useage.

48 6.06 Flags Flags Flags will incorporate either the horizontal or stacked signature. They should use full color and the background color may be white or Kennametal yellow.

49 6.08 Kennametal Vehicle Signage Preliminary Draft Vehicle Signage Vehicle signage will incorporate either the horizontal or stacked signature. They should use full color and the background color may be white or Kennametal yellow.

50 6.07 Banners Banners Banners should incorporate a horizontal signature arranged vertically reading from top to bottom. They should use full color and the background color may be either white or Kennametal yellow.

51 7.0 Kennametal Packaging Packaging is often the only form of visual communication we have with our customers. It is essential that all packaging be consistent with our corporate brand. The Kennametal logo should appear on all packaging in order to effectively communicate our identity and build brand awareness with our customers. No additional logos should appear on any form of packaging. Section 7.0: Kennametal Packaging 7.01 Corrugated Box 7.02 Plastic Box 7.03 Plastic Container with Logo 7.04 Plastic Container without Logo The guidelines in this section are preliminary drafts. A separate packaging and product ID team is working on new design recommendations. Advertising and Marketing

52 7.01 Corrugated Box Corrugated Box The horizontal signature should be used on all sizes and types of packaging. All corrugated box packaging should include a horizontal signature on the front and back of the box. No additional logos should be placed on any corrugated box packaging.

53 7.02 Plastic Box Preliminary Draft Plastic Box The horizontal signature should be used on all sizes and types of packaging. All plastic box packaging should include a horizontal signature on the front side of the box. No additional logos should be placed on any plastic box packaging. An informational shipping sticker may be applied to the box. The shipping sticker should include a small stacked signature.

54 7.03 Plastic Container with Logo Preliminary Draft Common mistakes: No logos should appear other than the Kennametal block-style K. Plastic Container with Logo The horizontal signature should appear on one side of the container. The container lid should include a block-style K and any package instructions needed. No additional logos are to appear on the package.

55 7.03 Plastic Container with Logo Preliminary Draft Common mistakes: No logos should appear other than the Kennametal block-style K. Plastic Container with Logo The horizontal signature should appear on one side of the container. The container lid should include a block-style K and any package instructions needed. No additional logos are to appear on the package.

56 7.04 Plastic Container without Logo on Front Preliminary Draft Plastic Container without Logo on Front The horizontal signature should appear on one side of the container. The container lid should include any package instructions needed. A shipping sticker may also be applied to the container on the side adjacent to the horizontal logo. The shipping sticker should include a small stacked signature.

57 8.0 Kennametal Trade Shows Trade shows are opportunities to present our corporate identity and multiple business offerings. In all trade show material, the Kennametal enterprise should be the primary visual focus. Any Kennametal business units may be included on booths and exhibit stands, but must be secondary to the Kennametal brand. Adhering to this standard will emphasize the importance of the corporation and allow for consistency in brand recognition by customers, suppliers, and competitors. Section 8.0: Kennametal Trade Shows 8.01 Trade Show Booth Content within this segment is INFORMATIONAL ONLY. All requests for marketing communications collateral must be directed to Carsten Gromoll, Manager, Global Trade Shows, at or

58 8.01 Trade Show Booth Trade Show Booth Backwall Graphic Product Display Trade Show Booth The signature should be incorporated into all major booth visuals. The tagline should also be incorporated and may be placed separate from the logo. Incorporating the signature in prominent areas of the booth, such as the large top panels, will allow the brand to remain prominent even at a distance. Use of the Kennametal yellow will increase booth recognition. Any business units should be visually second to the Kennametal enterprise visuals. Additional brands should also receive less visual importance than the Kennametal enterprise or business unit.

59 9.0 Kennametal Interactive Media Section 9.0: Kennametal Interactive Media Interactive media are among the most important ways Kennametal delivers its message to internal and external audiences. Because our audiences deserve consistently excellent communications, it is vital that all messages be crafted to adhere strictly to the standards and guidelines presented here. The result will be employees and customers who better understand our culture, our goals, and our determination, and who remember these important attributes every time they come in contact with us Web Site 9.02 CD CD Case Cover 9.03 PowerPoint Template

60 9.01 Web Site Home Page Web Site Our Web site has been redesigned with enhanced functionality that makes it easy to find products, while it also brings all of our brands under one roof. Clean navigation and reorganized content make it easy for visitors to find precisely what they need. Another critical improvement was made by integrating our value statement into the site. The site supports our promise of Engineering Your Competitive Edge by using innovative products as design elements and combining them with the customers who use those products. Seen together, these graphics emphasize our leadership position, while putting a face on our innovations. They also show the industries and cultures we serve. Industry Page At upper-level pages, viewers get brand messaging and clean navigation. As viewers drill down, navigation expands to show all the choices available to them, leveraging our vast expertise and broad reach. Industry-specific copy becomes prevalent on deeper pages, which also highlight featured products. Design continues to be inspired by the home page, but follows the specific guidelines found in the reference Corporate Web Site Graphic System & Design Guidelines.

61 9.02 CD Helvetica Neue Light 14 pt. CD Label with Tool Visual Generic CD Label CD JPEG files are available that can help you create professionallooking CDs that conform to our corporate standards. One of these files allows you to simply title the CD, without adding graphics to it. The other JPEG file also lets you title the CD, but in addition permits you to incorporate a graphic element, such as an application or tool photo. CD Label with Application Visual To obtain these files, visit the Kennametal InfoNet.

62 CD Case Cover Helvetica Neue Light 20 pt. CD Case Cover with Tool Visual Generic CD Case Cover CD Case Cover It is easy to create case covers for your CDs, thanks to JPEG files made especially for this purpose. Each JPEG lets you put the name of your CD on the cover, for easy identification. In addition, it is possible to add an accent photo to the cover, for added impact and faster recognition. CD Case Cover with Application Visual To obtain a CD Case Cover JPEG, visit the Kennametal InfoNet.

63 9.03 PowerPoint Template Use Arial font for all PowerPoint presentations. PowerPoint Template PowerPoint is an important business tool that can help strengthen our brand when used consistently and well. Corporate PowerPoint Template For this reason, a template exists that makes it easy for you to create striking, easy-to-follow presentations that conform to our corporate standards. Simply point, click, and fill in the blanks, and your presentation will come together in no time. The new PowerPoint template takes its design cues from another electronic form of media, our Web site. Its clean appearance enhances readability through the ample use of white space. The result is a presentation that is easier to read and follow, because it is not overloaded with text. To maintain this reader-friendly appearance, strive to keep your slides brief and impactful. You can obtain the template at the Kennametal InfoNet.

64 9.04 Name Title Title Second Line Kennametal Inc. Address City, State, Zip PH: Fax: Cell: Name Title Title Second Line Kennametal Inc. Address City, State, Zip PH: Fax: Cell: Engineering Your Competitive Edge Signature HTML Signature Incorporating the Kennametal Signature with Tagline The signature line on your corporate communications can be different depending on whether your is text-only or HTML. In the case of an HTML , your signature can incorporate graphics, like the corporate signature. Text-only s do not have this option.