TABLE OF INTRODUCTION
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1 ASSET GUIDE 1.2
2 TABLE OF CONTENTS 01 INTRODUCTION LOGO EDITORIAL STYLING TYPOGRAPHY COLORS STATIONARY TRADEMARK PHOTOGRAPHY SUPPORTING ELEMENTS DOWNLOAD THE ASSET GUIDE
3 Asset Guide Introduction 3 PURPOSE OF THIS GUIDE When people see Marten Transport, they see a commitment to quality. To maintain that commitment we must bring the same level of quality to our brand itself. By maintaining the integrity of logos, colors, photography and other elements, Marten will be unmistakable. This guide was created to help you use the Marten name and brand correctly. When should I use this guide? Any time Marten Transport s logo, colors, typefaces, or photography is being used this guide needs to be consulted. This might be the case for printing business cards, updating a website or social network, or making a t-shirt. Who should I contact if I have questions? JohnRoss Hammond JohnRoss.Hammond@marten.com
4 Asset Guide Introduction 4 BRAND OVERVIEW History Marten Transport was founded in 1946 by a 17-year-old Roger Marten. While it started as a dairy delivery route in the Modena, Wis. area, by the 1960s the fleet of tractor-trailer combinations was serving the greater Midwest and Eastern Seaboard. Around this time Marten built their headquarters in Mondovi, Wis., which still stands today. Roger Marten remained involved with the company until his death in 1993 and was succeeded by his son Randy Marten, who is the current CEO. In recent years, Marten Transport has shifted to predominantly regional routes, adding routes in Arizona, Tennessee, Florida, Kansas, and Pennsylvania and enabling Marten to provide added service and value to customers and employees. Commitment to Customers Marten Transport strives to be the premier supplier of time and temperature sensitive transportation and distribution services to customers in the United States, Canada and Mexico. We serve customers with demanding delivery deadlines, as well as those who ship products requiring modern temperature controlled trailers to protect goods. With Marten as your provider, you gain our experienced trained personnel, customized equipment, state-of-the-art technology, and our commitment to continuous improvement. The value we add contributes to our customers bottom line. Every mile of the way, as an extension of your company, we are committed to understanding not only your needs, but also meeting your expectations and the expectations of your customers. Commitment to Employees Marten Transport s employees are our most important asset. We go to great lengths to enable individuals to gain the skills they need to develop to their fullest potential. Marten prides itself on being a place where people can build long-term professional relationships. We back this promise with a wide range of programs, including comprehensive benefits, tuition reimbursement, scholarships, and a commitment to a healthy work-life balance.
5 LOGO ASSET GUIDE 1.2
6 Asset Guide Logo 6 PRIMARY LOGO The new logo reveals a clean and perfectly balanced modern variation. When all updated elements are working together they create a strong, upward movement that feels solidly built.
7 Asset Guide Logo 7 APPROVED LOGO USAGE FULL-COLOR LOGO This is the primary Marten logo and should be used whenever possible. The Marten Transport logo can be used in different formats, depending on the use and background. The Marten logo is a nationally registered trademark and must follow USPTO laws. Please see the trademark section of this book for more information about the use of these logos. ONE-COLOR LOGO The one-color logo is to be used in instances where the full-color option will not be effective. I.e. screen printing, certain vinyl graphics, spot-color printing, being displayed on a colored background, etc. You may only use the one-color logo in white or Marten blue, or in black when the end product is greyscale. SMALL-SCALE LOGO When the logo is shown with a width between 1.5 and 1, this version of the logo should be used. It has the tagline removed for simplicity and legibility.
8 Asset Guide Logo 8 APPROVED LOGO USAGE WORDMARK The wordmark is used when the logo is shown when the width is between 1 and.75. The full logo should never be smaller than.75 wide. The Marten Transport logo can be used in different formats, depending on the use and background. BIRD SYMBOL The bird icon may be used to represent the Marten logo only when the logo must be used at.5" or smaller. I.e. app icons and favicons. The Marten logo is a nationally registered trademark and must follow USPTO laws. Please see the trademark section of this book for more information about the use of these logos. LOGO OVER IMAGERY If the Marten logo is being placed on top of an image, please put a white rectangle behind it with rounded courners. Please allow sufficient margin space between the edge of the logo and the edge of the white box. When placing the box over an image, please do not place it directly over a truck.
9 Asset Guide Logo 9 NON- APPROVED LOGO USAGE Do not stretch or squish the logo. Do not place a drop shadow behind the logo. Do not use the logo in any way other than explained on the previous page. See images to the right for specific examples of how the logo should not be used. Do not put an outline around the logo. Do not outline the logo. Do not use a non-approved color for the logo. Do not re-size elements of the logo. Do not use the full-color logo on a colored background. Do not put the logo over an image. Do not place the white box with the logo over the truck. Do not scale the logo all the way up to the edges of the white box.
10 Asset Guide Logo 10 THROW- BACK LOGO LTD. The Throwback logo is the original Marten Transport logo and should only be used in a few situations: The Throwback logo can be used in reference to the history of the company. For example, the Throwback logo can be used on the website when discussing the history of the company or for use in any wall/displays at the headquarters office to show the history of the company. The Throwback logo can be used on Marten apparel. The Throwback logo can be used on stationary and signatures The Throwback logo can be used for any internal communication, events, or decoration. LTD. The Marten throwback logo is a nationally registered trademark and must follow USPTO laws. Please see the trademark section of this book for more information about the use of these logos. LTD.
11 EDITORIAL STYLING ASSET GUIDE 1.2
12 Asset Guide Editorial Styling 12 EDITORIAL STYLING Marten Transport Use Marten Transport on first reference in a paragraph, then Marten on second reference within the same paragraph. GOOD EXAMPLE Marten Transport is a leader in the industry, which is why you should want to work for Marten. Perspective Use first person on second reference to Marten Transport. GOOD EXAMPLE Marten Transport is a leader in the industry because of our commitment to quality. Names Use first and last names on first reference, and last name on second reference. Exception: With any Marten last names, use both first and last names on all references. GOOD EXAMPLE Roger Marten remained involved with the company until his death in 1993 and was succeeded by his son Randy Marten, who is the current CEO. BAD EXAMPLE Roger Marten remained involved with the company until his death in 1993 and was succeeded by his son Randy, who is the current CEO.
13 TYPOGRAPHY ASSET GUIDE 1.2
14 Asset Guide Typography 14 TYPE USAGE HEADER ONE NEUE HELVETICA PRO 99 COMPRESSED BLACK ALL CAPS Header two, for subtitles. Proxima Nova Light Italic. Sentence case. Header Three Proxima Nova Light, Title Case HEADER FOUR PROXIMA NOVA BLACK, ALL CAPS Body One: Proxima Nova Light. This is used for the majority of copy at size 8-10pt. Line spacing is always 3pts higher than the type size. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque in enim ut orci pretium faucibus cursus nec ante. Quisque lacinia eros sit amet neque imperdiet. Strong Body: Proxima Nova Black. This is used for emphasized copy within a body paragraph. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque in enim ut orci pretium.
15 Asset Guide Typography 15 TYPE USAGE TYPE USAGE Marten Transport has purchased the rights to use the fonts presented in this guide for specific purposes and a number of users at Marten and at Marten s marketing partners will have access to them. Any purposes not outlined here may need to be accounted for or may be unable to be used. Acceptable font usage: Website updates for Marten.com Printed materials (business cards, letterhead, brochures, apparel, etc.) Acceptable, upon approval: Digital advertising (social media, digital banner ads, video pre-roll) Not currently acceptable: Mobile apps Website updates for other domains (such as Drive4Marten.com) If you have access to these fonts, do not share them with other users (even within the company) for any reason. If you do not have access to these fonts or need new licenses purchased, contact JohnRoss Hammond for solutions.
16 COLORS ASSET GUIDE 1.2
17 Asset Guide Colors 17 COLOR USAGE For All Marketing Material Color Name Pantone CMYK/Print RGB/Digital HEX/Web Marten Blue C B6E6 Marten Blue 307 C BA6 The blues shown to the right are the official Marten colors to be used for all marketing materials. It is important that these color guides are always used for the correct area of usage. Marten Blue 2 Marten Orange 1 Marten Orange C N/A N/A h F79B1C F27922 If you re looking to use only one of the blues, Marten Blue is the primary color. When creating marketing materials, you may also use light grey, dark grey, and white for the typography. Please do not use black, as it is too dark and fights with Marten Blue 2. Marten Orange 1 is the primary accent color to draw attention to emphasized information. Marten Orange 1 and 2 can be used to create a gradient accent color. Marten Orange 2 should not be used as a standalone color.
18 STATIONARY COMING SOON ASSET GUIDE 1.2
19 TRADEMARK COMING SOON ASSET GUIDE 1.2
20 PHOTOGRAPHY ASSET GUIDE 1.2
21 Asset Guide Photography 21 PHOTO AND IMAGE USAGE Included on this page are several photos that use the appropriate colors, angles, and filters to represent the Marten brand. It s important to show bright blue skies and rich colors in each photograph. When a truck is being shown, it must be shown with the cab facing towards the left side of the frame either directly to the side or coming towards the front - never driving away from the viewer. Do not crop the logo on the side of the truck. Example: If you can see the bird, the whole bird must remain in the photo. if you can see the Marten wordmark, the whole wordmark must appear in the photo. However, the photo can be cropped in between the bird and the wordmark.
22 SUPPORTING ELEMENTS ASSET GUIDE 1.2
23 Asset Guide Supporting Elements 23 SUPPORTING ELEMENTS Marten Textile Angle Textiles and patterns may be used to add visual interest to marketing materials. The logo may never be placed on top of a textile. The colors of the provided textiles may never be changed or adjusted. Bird Symbol Textiles may never be flipped, rotated or reversed. Textiles may not be used together, please use only one or the other per project. The bird symbol may also be used as a supporting element, only if the logo in it's full form appears in the design as well. The bird may never be shown at any other angle than the way it is represented in the logo. The Marten ribbon may be used horizontally. Any angle utilized in a design must appear at a 255 angle. This is the angle that the Marten wordmark is slanted. Marten Colorblock Ribbon Chrome Bird The Chrome Bird element should only be used in a limited capacity within recruiting campaigns and collateral.
24 DOWNLOAD THE ASSET GUIDE DRAFTDESIGNHOUSE.COM/MARTEN
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