Curt

šŸ“‹ 1 Guidelines

šŸ”— Connections

Sector

Automobile Hardware

Region

Usa

Guideline Year

2018

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • We stand for excellence in our products and our associates. We aspire to be the industry leader by recognizing that the customer is king and our associates are our greatest asset. The only constant is change [^1].
Core Values
  • excellence
  • leadership
  • customer focus
  • valuing associates
  • adaptability
Target Audience
  • Consumers seeking USA-made towing products, including passenger cars, vans, pickups, SUVs, and those involved in outdoor, recreational, and family activities [^2].
Personality Traits
  • adventurous
  • hardworking
  • American
  • family fun
Visual Identity Overview
  • CURT’s visual identity is defined by a bold, modern logo featuring a stylized knot or floral pattern in orange and white, a strong sans-serif font, and a consistent color palette of orange, black, white, and shades of grey. The brand emphasizes clarity, high contrast, and recognizability across all assets [^3].

Categories

Brand Imagery
  • Shown below are the basic forms. These are the most accurate representations and should be used whenever possible. A white background is preferred, though blue is also acceptable at the discretion of the designer. PRIMARY: Always use this version first SECONDARY A: Use this if primary color cannot be used SECONDARY B: Use these only if color is not an option
  • The proper use of the CURT logo is essential in order to ensure consistent corporate identity. The logo must not be altered in any way, redrawn, embellished or recreated; variations are not permitted. Incorrect forms affect the continuity within the system and weaken the logo’s overall impact. Detailed in this section are a number of situations to be avoided.
  • The examples on this page demonstrate many, but not all, of the incorrect variations to be avoided. Such misuses will undermine the value of the logo’s status as a trademark and affect continuity of corporate identity. DO NOT CONDENSE OR EXPAND DO NOT CHANGE SIZE RELATIONSHIPS DO NOT USE UNAPPROVED COLORS DO NOT PUT ON A PATTERN DO NOT ROTATE ALL OR ANY PART DO NOT SWITCH THE COLORS
Color Palette
  • A white background is preferred, though blue is also acceptable at the discretion of the designer. PRIMARY: Always use this version first
  • SECONDARY A: Use this if primary color cannot be used
  • SECONDARY B: Use these only if color is not an option
  • Beyond just the logo, CURT has approved colors that should be used in all forms of communication. By keeping a consistent color pallet, we can be quickly identified.
  • WHEN USING SPOT COLORS: PMS 1665 C WHITE PMS BLACK C PRE-MIXED SPOT COLOR PAPER PRE-MIXED SPOT COLOR
  • WHEN USING PROCESS COLORS: ORANGE WHITE BLACK C:000 M:080 Y:100 K:000 C:000 M:000 Y:000 K:000 C:000 M:000 Y:000 K:100 R:241 G:090 B:034 R:255 G:255 B:255 R:000 G:000 B:000 HEX#: F05A22 HEX#: FFFFFF HEX#: 000000
  • ACCEPTABLE SHADES OF GREY: GREY 80% GREY 70% GREY 60% GREY 40% GREY20% GREY 10% C:000 M:000 Y:000 K:080 C:000 M:000 Y:000 K:070 C:000 M:000 Y:000 K:060 C:000 M:000 Y:000 K:040 C:000 M:000 Y:000 K:020 C:000 M:000 Y:000 K:010 R:088 G:0089 B:091 R:109 G:110 B:113 R:128 G:130 B:133 R:167 G:169 B:172 R:209 G:211 B:212 R:230 G:231 B:232 HEX#: 58585B HEX#: 6D6E70 HEX#: 808284 HEX#: A7A9AB HEX#: D1D2D4 HEX#: E6E7E8
  • DO NOT USE UNAPPROVED COLORS
  • DO NOT SWITCH THE COLORS
Typography
  • CURT Group has a unified style guide that drives the creative of all marketing deliverables, from literature to display signage. We have united all brands under two fonts: DIN OT and Helvetica.
  • When creating marketing assets, please consult with the Marketing Services department for help and guidance to ensure our brand image remains strong and consistent.
  • See the following pages for additional details relating to fonts, sizes, weights and tables.
  • Below are some samples of the paragraph styles we use to create our marketing assets. We have varying font sizes and weights that come together to create a consistent CURT Group brand look and feel. Not all sizes and weights are shown. The Marketing Services department maintains the complete style guide and can help with any design-related decisions.
  • Note: Font colors may vary depending on the style level in the hierarchy or its context.
  • HEADLINES CATEGORY 1 DIN OT Black-56pt
  • SECTION 1 DIN OT Black-35pt
  • PRODUCT NAME 1 DIN OT Black-29.5pt
  • PRODUCT TITLE 1 DIN OT Black-35pt
  • BODY AND CAPTIONS Intro1 Helvetica Neue LT Std 55 Roman -11pt Body 1 Helvetica Neue LT Std 45 Light -9.75pt ā€¢ Bullet Point 1 Helvetica Neue LT Std 45 Light -10pt Caption 1 Helvetica Neue LT Std 65 Medium -10pt Caption 2 Helvetica Neue LT Std 45 Light -7.75pt
  • Subhead 1 DIN OT Bold -15pt
  • Table Header 1 Table Body 1 Helvetica Neue LT Std 77 Bold Condensed -9.5pt Helvetica Neue LT Std 57 Condensed -9pt
  • Table Header 2 Table Footnote 1 Helvetica Neue LT Std 57 Condensed -9.5pt Helvetica Neue LT Std 57 Condensed -8.5p
Logo Usage
  • Shown below are the basic forms. These are the most accurate representations and should be used whenever possible.
  • A white background is preferred, though blue is also acceptable at the discretion of the designer.
  • PRIMARY: Always use this version first
  • SECONDARY A: Use this if primary color cannot be used
  • SECONDARY B: Use these only if color is not an option
  • The proper use of the CURT logo is essential in order to ensure consistent corporate identity. The logo must not be altered in any way, redrawn, embellished or recreated; variations are not permitted. Incorrect forms affect the continuity within the system and weaken the logo’s overall impact. Detailed in this section are a number of situations to be avoided.
  • The examples on this page demonstrate many, but not all, of the incorrect variations to be avoided. Such misuses will undermine the value of the logo’s status as a trademark and affect continuity of corporate identity.
  • DO NOT CONDENSE OR EXPAND
  • DO NOT CHANGE SIZE RELATIONSHIPS
  • DO NOT USE UNAPPROVED COLORS
  • DO NOT PUT ON A PATTERN
  • DO NOT ROTATE ALL OR ANY PART
  • DO NOT SWITCH THE COLORS
  • Isolation space is 25% of the CURT Group X-height
  • Note: Neither the ā€˜gā€™ of the Logo nor Tagline are considered when planning for Isolation Space.
Tone And Messaging
  • We stand for EXCELLENCE in our products and our associates. We aspire to be the industry LEADER by recognizing that the Customer is KING and our associates are our greatest ASSET.
  • The only constant is change
  • To maintain professionalism and consistency within our company, it is important to follow specific brand guidelines.
  • When writing our brand name, always use all caps.
  • All website URLs should always be written in lowercase.
  • “CURT” should always be written in all caps. “Curt” is never acceptable. We are no longer using “CURT Manufacturing”. The brand is simply “CURT”.
  • Acceptable uses: CURT, curtmfg.com
  • Please refer to the following when writing out CURT. If there are questions related to exceptions, contact the Marketing Services Manager.
  • CURT CONSUMER PERSONA ADVENTUROUS I HARDWORKING I AMERICAN I FAMILY FUN
Brand Values
  • We stand for EXCELLENCE in our products and our associates. We aspire to be the industry LEADER by recognizing that the Customer is KING and our associates are our greatest ASSET.
  • The only constant is change
Visual Style
  • Shown below are the basic forms. These are the most accurate representations and should be used whenever possible.
  • A white background is preferred, though blue is also acceptable at the discretion of the designer.
  • PRIMARY: Always use this version first
  • SECONDARY A: Use this if primary color cannot be used
  • SECONDARY B: Use these only if color is not an option
Layout And Composition
  • A white background is preferred, though blue is also acceptable at the discretion of the designer.
  • PRIMARY: Always use this version first
  • SECONDARY A: Use this if primary color cannot be used
  • SECONDARY B: Use these only if color is not an option
  • The logo must not be altered in any way, redrawn, embellished or recreated; variations are not permitted.
  • DO NOT CONDENSE OR EXPAND
  • DO NOT CHANGE SIZE RELATIONSHIPS
  • DO NOT USE UNAPPROVED COLORS
  • DO NOT PUT ON A PATTERN
  • DO NOT ROTATE ALL OR ANY PART
  • DO NOT SWITCH THE COLORS
  • Isolation space is 25% of the CURT Group X-height
  • Note: Neither the ā€˜gā€™ of the Logo nor Tagline are considered when planning for Isolation Space.
šŸ› Report