Cummins logo standards
The master brand logo
The Cummins logo is the primary symbol used worldwide to represent
our company, our products and our people. It is a valuable asset that must be
protected.
Our brand position is “dependability,” so it is very important to demonstrate
consistency and quality in the way we use and display the Cummins logo on
all external and internal materials.
Use of the logo standards and logo art will ensure that our brand symbol is used
properly and effectively.
Trademark integrity
Don’t condense, stretch, reshape, add to or alter the logo in any way.
Don’t use the logo in an outline form or fill the logo with a pattern.
Don’t fill the type in the logo with a color different from the background.
Don’t use the logo in a sentence or as the letter “C” in a word.
Don’t allow other graphic shapes to touch or overlap the logo.
The logo can be reversed out of a color background or photograph, and may
be embossed or debossed. When the logo is reversed, the background image
shows through the letters, as if the letters are cut out.
The shape of the logo may be used to
create the appearance of embossing
for applications such as PowerPoint
backgrounds providing it is used with
a complete logo in white or black.
Protecting the trademark
The Cummins logo is a registered trademark and must include the registration
symbol whenever possible to prohibit use of the logo by unauthorized parties.
A second version of the logo/registration mark relationship has been created for
small applications and challenging reproduction methods such as embroidery.
In the small version, the Cummins logo is not changed, but the registration mark is
twice as large as the standard version.
In the standard version, the size of the registration mark is 1/2 the height of the
lower-case letters in the word “Cummins.” In the smaller version, the size of the
registration mark equals the height of the lower-case letters.
The registration mark may only be removed when it is too small to be reproduced.
When using the small version for printed materials, a maximum size of 1" or
25 mm is allowed. For high-quality glossy printing such as brochures, the smaller
version should not be used.
Small version
Size limit
The minimum size for the Cummins logo is 1/4 inch or 6 1/2 millimeters and the
small logo version should be used.
Logotype
The Cummins logotype, which consists only of type, will no longer be used except
in cases where the Cummins logo cannot be reproduced due to size limits smaller
than 1/4 inch or 6 1/2 millimeters. Other acceptable uses of this logo are on short,
wide signs where the Cummins logo will not be readable from a distance and small
narrow items such as name badge lanyards where reproduction of the Cummins
logo is not possible.
Always use the standard Cummins logo if possible.
Lockups
Lockups represent a consistent and unique relationship between the Cummins
logo and the name of a sub-brand business, distributor or joint venture.
These lockups must not be altered.
Standards applied to the Cummins logo will also apply to lockups.
The only lockups permitted are those approved by Cummins Brand Council.
These are of
Examples thethese
lockups currently
lockups approved for use:
include:
Sub-brand businesses:
Never place the Cummins logo and a sub-brand business or distributor lockup
side by side. On a distributor vehicle, for example, use the Cummins logo on the
sides and the distributor lockup on the back. On signage, use the Cummins logo
alone on the primary sign and the distributor lockup on a smaller sign, on the
building or on a door.
North American
Atlantic Bridgeway
distributors:
Cal Central
Pacific Power
Cumberland Eastern
Canada
Metropower Mid-South
Mid-States Northeast
Power
Northwest NPower
Power Power
South Systems
Rocky Southern
Mountain Plains
Product, program and internal group names cannot be used in a lockup
West
relationship. When used together on materials, Western
maintain as much separation
as possible. Canada
Human
Resources
Power
South
Technical Services
Product, program and internal group names cannot be used in a lockup
relationship. When used together on materials, maintain as much separation
as possible.
Human
Resources
Power
South
Technical Services
Do not add other logos, taglines, symbols, graphic elements, words or letters
to the lockups.
Legal entity descriptors such as “Inc.,” “LLC” and “Limited” are to be used in
the address on letterhead, business cards and envelopes but must not be added
to the lockups. Technical
Services
Use of metal
Metal has an inherent beauty that suggests strength and dependability and may
be used to render the Cummins logo without the use of additional color.
Metallic applications include cab plates, grille badges, product badges and decals,
belt buckles, lapel pins and commemorative coins. When using metallic finishes,
silver is preferred over gold, brass, copper or bronze.
Plastic made to look like metal and other reproduction
methods that appear metallic are also acceptable.
Use of other substrates
Acceptable methods for rendering the logo are etching on glass or
stone, embossing or debossing leather, and etching or carving the logo
into stone or wood.
Creating the logo in flowers, ice, chocolate or other food is permitted.
Color standards
In order to build a strong association with the color red, we must use the color
boldly, consistently and frequently.
The approved red for use on all Cummins materials is Pantone 485.
The Cummins color palette is PMS (Pantone Matching System) 485
red, black and white.
Pantone®
485
The Cummins logo may be printed in black or white
but cannot be printed red.
PMS 485 red is the primary color for backgrounds and for sub-brand business and
distributor names used with the Cummins logo.
The approved color combinations for use of the Cummins logo are:
White on PMS 485 red.
White on red provides better contrast
between the logo and background
than black on red.
This is the preferred color combination
for most applications.
White on black.
White on black provides maximum contrast
between the logo and background. Black is
a versatile color that is most effective as a
backdrop for other colors.
This is a secondary color combination.
Black on white.
Black on white provides maximum contrast
between the logo and background. White is
the base for most printed materials and is a
practical color for vehicles.
This is a practical color combination.
Black on red.
Black on red provides less contrast
between the logo and background. This
combination may be used to complement
some color combinations.
This color combination is acceptable but
not preferred for most applications.
Red, black and white may be used in the combinations shown below.
Clear space
A minimum clear space must be maintained around the
logo at all times. The amount of space required depends
on the usage.
Type and graphics proximity
This is the most commonly required amount of clear space
around the logo.
Type and graphics that are not part of the background
should be kept one logo distance away on all sides when
possible.
This does not apply to background text or images, or the
edges of background shapes (as shown in the example at
right; with the red background behind the logo).
Type stacked directly to the right of the logo that is not a
sub-brand business or operating segment must maintain a
minimum distance equal to the width of the logo.
Type stacked to the right of the logo or lockup should align
with the top of the logo.
Cummins Smart Office Corporate
CONNECTED. FLEXIBLE. PERSONAL.
Office
CUMMINS INDY
WORKPLACE GUIDELINES
Please follow these guidelines while working in this environment.
Most importantly, respect the space and those around you.
NEIGHBORHOOD BE ROOM ORGANIZE +
CONNECTION ACCESSIBLE ETIQUETTE PERSONALIZE
Neighborhoods help Log in to Skype for Respect and follow Rooms, workstations
teams connect and Business during work the guidelines for should remain clean
locate people within hours, identify your all reservable and and organized.
the building. location and set impromptu rooms.
Display personal items
your status.
Please welcome others Guidelines vary by at your locker; use the
to work and collaborate room type and are awards wall to show
in your neighborhood. posted within each room. your team personality.
SHHH… EAT + DRINK WHO’S BE
GENIUS CALLING? ACCOUNTABLE
Please enjoy food
AT WORK
and beverages Phone calls are When any of the guidelines
Use indoor voices in the social hub. acceptable in all spaces are overlooked, speak up!
and be respectful of except focus zones.
If you do need to Be part of the solution
the people working
eat or drink at a Do not use speaker by approaching others
around you.
workstation that’s phones at open in a positive and
If you are having a loud okay, but remember workstations. If you like to friendly way.
or lengthy discussion, to clean up when walk and talk, please limit
please move to a you are finished. your calls to the social
social area or available hubs, elevator lobbies
enclosed room. or other social areas.
QUESTIONS? Please contact your resident leader or neighborhood representative. CUMMINS INDY
The following clear space requirements are reserved for
lockups and specific promotional items.
Lockup proximity
Lockup proximity is a space equal to the distance of
one leg of the logo.
This clear space distance is the closest allowable distance
that type can be stacked to the right of the logo, and is
reserved for sub-brand business and operating segment
lockups.
Exceptions will be permitted for facility signage where space
limitations and readability are factors.
Control field
The control field is the distance equal to half the space
between the two legs of the logo around all sides of the
logo.
The primary need for the control field is for limited
promotional items such as engine badges that require
promotional copy to be grouped closely with the logo.
Type and other graphic elements that are not part of the
background cannot enter the control field.
