Gear Wrench

📋 1 Guidelines

🔗 Connections

Sector

Hardware

Region

Usa

Guideline Year

2021

Language

English

Tags

Featured Corporate

Official Websites

Brand Guidelines

2021

Brand Summary

Mission
  • To deliver hand tools that maximize the talents and skills of professional users, enabling exceptional outcomes and pursuing performance together. The brand exists to provide tools that deliver speed, strength, and access for the highest productivity, always putting the technician first and building community and collaboration through value and product performance [^1].
Core Values
  • Collaborative
  • Responsive
  • Innovative
  • Obsessive
  • Straight-Talking
  • Proactive
Target Audience
  • Professional tool users, primarily automotive technicians and industrial technician/mechanics, including subgroups such as diesel techs, heavy equipment techs, energy sector workers, transportation technicians, and equipment services personnel. The audience is segmented into primary, secondary, and tertiary groups based on job function [^2].
Personality Traits
  • Confident
  • Relevant
  • Authentic
  • Connected
  • Energetic
  • Straight-Talking
  • Professional
Visual Identity Overview
  • The visual identity is performance-driven, featuring a bold logo with striking colors (Molten Orange, Black, Gray), strong typographic expression (Akrobat font family), and a signature Performance Graphic Device based on a 76° angle. Imagery is mostly black and white, with three styles (In the Field, Performance Details, Performance Products) emphasizing authenticity, confidence, and relevance. Iconography, color palette, and layout principles are strictly defined for consistency across all brand touchpoints [^3].

Categories

Brand Voice
  • The style and tone of GEARWRENCH should be comfortable and conversational. It should communicate the authenticity of the GEARWRENCH brand with confidence and relevance in an energetic, honest, and straightforward manner. It should speak with a voice of authority, yet not talk down to the audience and it should always strive to put the GEARWRENCH brand in the best light.
  • Packaging and collateral sales communications should be concise and accurate, clearly defining the features and benefits of each product. Since one of the primary purposes of all communications is to build trust and loyalty with our customers, superlatives should be used sparingly. However, readers should always come away with a sense of the superior performance of GEARWRENCH products and of the integrity of the GEARWRENCH brand.
  • Communications should also be personal in tone and convey a sense of involvement with the customer and pride for the brand. The use of phrases like “we are proud to announce” instead of “GEARWRENCH is proud to announce” is encouraged, both in advertising and media relations. Always remember that our customers are looking for information that is complete, accurate, and factual…and they are seeking solid reasons to prefer GEARWRENCH products.
Brand Imagery
  • Our imagery, consisting of three distinct styles, further dimensionalizes GEARWRENCH Brand Communications attributes such as confidence, authenticity, and relevance -to help tell stories that are uniquely and unquestionably our own. The majority of the photos that are used for the GEARWRENCH brand are black and white.
  • We strive to capture real life work moments and the personality of the individuals that rely on our products. The images should not feel staged or too polished, but try and convey a drive for performance. Interesting angles and bold, strong compositions should be the goals in all of our In the Field image moments.
  • Our brand is bold, strong, and cohesive and our Performance Detail shots should say the same. We want our audiences to know we are dedicated to the precision of a job well done and the role our tools play in the process. We should strive for dramatic images, lighting, and shadows with our Performance Detail shots and make sure that the images have an inspired mechanical feel when cropped.
  • The Performance Products category captures the quality of our products in a straightforward, clean manner. Soft shadows and impeccable lighting should be the ultimate goal to display or attention to detail and the quality of our products.
  • In order to achieve the best level of contrast no matter what the image subject, we have employed two image treatments that may be used if necessary.
  • Dramatic Shadow: This technique uses a soft, multiplied, gradated vector shadow that allows identity elements to be layered on top. This technique is not always necessary, but does provide flexibility to your layouts.
  • Color Wash: Color wash utilizes a color from the GEARWRENCH brand color palette to create a field that is less contrasted. This technique works well if you have multiple images in a layout and desire some hierarchy in the page. This technique also unifies the imagery and helps create a cohesive layout overall on the page.
  • It is critically important that the GEARWRENCH logo stand out clearly. As such, it is preferable that the logo be placed over a solid black background. It may be placed over a solid black section of an image, providing that clearspace guidelines are adhered to, but should never be positioned over a section of an image that is not solid black. The three examples at right show what is allowed and what is not regarding logo and image placement.
Color Palette
  • Our brand colors help us stand out – both among our competitors and across different cultures. With GEARWRENCH Molten Orange and GEARWRENCH Black being our core palette, the combination signifies an evolution and dedication to performance while focusing on the future.
  • GEARWRENCH Molten Orange and GEARWRENCH Black make up our primary color palette. These are our brand colors. Used together, the two complement each other in a balance that echoes our brand strategy and the attributes we are trying to convey. We have also added GEARWRENCH Gray which helps add another dimension to the color palette and helps build color hierarchies in our communications.
  • All colors in our color palette have precise print, online and on-screen (video and broadcast) color references, as shown on the right. Be sure to use the exact color values listed here. Do not trust color values that have been converted between color modes by software. Please note that slight variances in color may occur when printed or reproduced in different media. When matching our colors outside of the color modes listed here (e.g., embroidery applications), use the appropriate Pantone number as a target. Ask your printer for assistance when needed and always request a proof before going into production.
  • GEARWRENCH MOLTEN ORANGE Pantone 144C CMYK C0 M 51 Y 100 K0 RGB R 237 G 139 B0 HEX / HTML ED8B00 RAL R 188 A 188 L 190
  • GEARWRENCH BLACK PANTONE® Process Black C CMYK C 50 M 50 Y 40 K 100 RGB R6 G0 B3 HEX / HTML 060003 RAL R 000 A 15 L 00
  • GEARWRENCH GRAY PANTONE® Pantone Cool Gray 5C CMYK C0 M0 Y0 K 40 RGB R 188 G 188 B 190 HEX / HTML BCBCBE RAL R 000 A 70 L 00
  • We created multiple logo versions to ensure you have precisely the right option when creating branded communications materials.
  • The color positive version should always be used against a solid black background. Primary versions have also been developed for use on both white backgrounds and GEARWRENCH Molten Orange backgrounds, but black is always preferred.
  • The one-color black positive version and one-color positive and reverse versions are for limited reproduction applications when full color printing is not possible, such as product application or limited resources. They may also be used over a solid color background for co-branded applications.
  • Primary on GEARWRENCH Black GEAR\WRENCH *BLACK BACKGROUND IS ALWAYS PREFERRED
  • Primary on White wGEARWRENCH
  • USE ONE COLOR LOGO WHEN NOT ABLE TO PUT ON BLACK OR WHITE BACKGROUND
  • On Dark Background @J GEARWRENCH GEARWRENCH
  • On Molten Orange Background !)GEARWRENCH
  • On Gray Background !J GEARWRENCH
  • On White Background @!J GEARWRENCH @!) GEARWRENCH
Typography
  • Simple yet robust, Akrobat is an ideal global font. Since our communications need to span continents and cultures, this font is both highly legible and incredibly functional – easily adapting to accommodate different levels of information hierarchy across a variety of mediums. Echoing the confident structure and geometries of our logo, it feels strong, smart, modern, and inspired – just like our brand.
  • We use our primary GEARWRENCH Akrobat font in four weights: Akrobat Extra Light, Akrobat Regular, Akrobat Semi-Bold, and Akrobat Extra-Bold.
  • These multiple weights serve as a distinctive type face to lead and build visual recognition in the GEARWRENCH brand. This typeface allows us to handle both bold modern statements along with content-heavy layouts requiring complex typographic layouts. The narrow letterforms are a perfect complement to the wide nature of the GEARWRENCH logo and allow us to present large amounts of content or features in limited spaces.
  • Selecting the right font weight ensures clarity and consistency of our content across communications. As demonstrated on this page, we use Akrobat Extra-Bold for headlines, Akrobat Semi-Bold for subheads, Akrobat Regular for secondary headlines and Akrobat Regular for body copy. Akrobat Extra-Light can be used as an accent when an extra level of texture needs to be utilized.
  • These are general guidelines only. The rules and tenets of classic typography regarding leading and weight should be used.
  • We use color themes to create a clean and cohesive look. Too many colors on the same page can feel cluttered and confused, so our themes rely on two or three brand colors. These refined themes enhance impact and legibility, and reinforce the GEARWRENCH brand.
  • The GEARWRENCH color themes can be used for any purpose. The choice between them is at the discretion of the designer and is meant to optimize the flow of copy within these text frames.
  • Graphic artists producing materials for print should always use the appropriate Akrobat font family.
  • However, many of our communications will be created by people without professional graphics software, or for media that offers less control over type. Examples include email newsletters, PowerPoint presentations, and online applications.
  • In these cases, Arial should be used as a substitute. It’s included as a default font in most browsers and operating systems.
  • “GEARWRENCH” should always be written in ALL UPPERCASE LETTERS with only two exceptions: 1. When used as part of a website address/ URL, such as www.gearwrench.com 2. When used as part of a hashtag, such as #gearwrench In every other instance, GEARWRENCH should appear in all uppercase letters.
  • The correct way to use GEARWRENCH is shown at right. Below it are several examples of incorrect usage.
  • CORRECT: ”New GEARWRENCH PitBull™ pliers are cutting and gripping machines. When it comes to unstoppable gripping and cutting performance, nothing beats GEARWRENCH PitBull pliers.”
  • INCORRECT: ”New Gearwrench PitBull™ pliers are cutting and gripping machines. When it comes to unstoppable gripping and cutting performance, nothing beats Gearwrench PitBull pliers.” OR INCORRECT: ”New GearWrench PitBull™ pliers are cutting and gripping machines. When it comes to unstoppable gripping and cutting performance, nothing beats GearWrench PitBull pliers.” OR INCORRECT: ”New gearwrench PitBull™ pliers are cutting and gripping machines. When it comes to unstoppable gripping and cutting performance, nothing beats gearwrench PitBull pliers.”
  • GEARWRENCH Logo: 3.25" Wide Colors: GEARWRENCH Molten Orange, PMS Process Black Font: Akrobat Regular, Akrobat Bold Font Sizes: 10 pt., 11 pt. Stock: 120Ib McCoy Silk Ink: 2-Colors/2-Sides, Flood Satin AQ 2-Sides
  • Standard 8-1/2" x 11" letterhead format is shown at right. A Microsoft Word® template may be downloaded from BaseCamp » Document Library» Templates. All heading, inside address, greeting, body, and closing text should be left justified. Specifications GEARWRENCH Logo: 3.25" Wide Colors: Black, GEARWRENCH Molten Orange Font: Arial Recommended Font Size: 11 pt.
  • All type elements should be left justified. Specifications GEARWRENCH Logo: 3.25” Wide Colors: Black, GEARWRENCH Molten Orange Font: Arial Font Sizes: Headline Block – 18 pt. Amplification Block – 14 pt. Body – 10 pt. Headline Block – 18 pt. Amplification Block – 14 pt. Body – 10 pt. Caption Text – 8 pt.
Logo Usage
  • Our logo consists of two components: the GEARWRENCH wordmark and the airfoil­the dynamic shape with “GW” monogram. The relationship of these two elements has been carefully considered and the brand is best expressed when these two elements are used together.
  • Alternate logos have been created for special circumstances where the proportions or scale requirements cannot accommodate the main GEARWRENCH logo. Please use discretion when deciding which version of the logo you need on a case-by-case basis.
  • Due to the fact the logo is often used on product, multiple applications, materials, and areas -special circumstance marks have been devised separating the elements. If at all possible please use the two elements together and do not separate the elements any further.
  • It’s important to preserve the integrity of our logo across all applications. We use clearspace and minimum size to make sure this is possible.
  • Minimum clearspace is the area surrounding a logo that must be kept free of any text or graphic elements. To help maintain visual impact on all of our communications, we always allow for generous space around the GEARWRENCH logo. Minimum clearspace is measured by finding the full height of the Airfoil mark and then using that measurement to create a perfect square. This square can then be used as a boundary around the full logo to create the clearspace. Exceptions to the minimum clearspace must be approved by Creative Services before use.
  • Because legibility of the GEARWRENCH logo artwork is critical, it must be sized large enough to be read easily on every application, print or digital. Our logo can be scaled to as large a size as needed, but it should not be used at sizes smaller than the minimums shown here. Exceptions can be made for on product application depending on limitations of tooling. These decisions should be made and approved by Creative Services.
  • Main Logo Minimum Size Print/ (1.5" Width)
  • Main Logo Horizontal Minimum Size Digital/ [144 Pixels]
  • Vertical Logo Minimum Size Print/ (.875" Width)
  • Vertical Logo Minimum Size Digital/ [72 Pixels]
  • Alternate Vertical Logo Minimum Size Print/ (1 Width)
  • Alternate Vertical Logo Minimum Size Digital/ [100 Pixels]
  • Airfoil Logo Minimum Size Print/ (.875" Width)
  • Airfoil Logo Minimum Size Digital/ [72 Pixels]
  • Our logo is the most important component of our visual identity, which means it has to be used consistently and correctly. This document includes many helpful standards for proper logo application. However, it’s also important to keep in mind the things we can’t and shouldn’t do with the logo. Do not alter or add to the logo in any way: changes diminish its integrity and the equity of the GEARWRENCH brand. The examples shown here are specific “do nots” for our logo.
  • DON’T CREATE ALTERNATE COLOR VERSIONS DON’T SKEW OR DISTORT THE LOGO DON’T ADJUST, CHANGE, OR ADD TO GEOMETRIES DON’T LOCK UP WITH TEXT DON’T ADD EFFECTS OR SHADOWS DON’T RESIZE ANY LOGO COMPONENTS TO THE LOGO DON’T TRUNCATE THE ACTUAL BRAND TYPE DON’T STRETCH THE LOGO DON’T COMPRESS THE LOGO DON’T USE THE AIRFOIL SHAPE WITHOUT DON’T USE THE MONOGRAM WITHOUT DON’T USE THE LOGO, WORDMARK, OR SYMBOL IN TEXT THE MONOGRAM THE HOLDING SHAPE DON’T USE ELEMENTS OF THE LOGO FOR DON’T USE WHITE INSIDE THE AIRFOIL DON’T USE OTHER COLORS INSIDE THE AIRFOIL ANY OTHER NAME OR DIVISION DON’T ALTER THE DISTANCE BETWEEN DON’T STACK LEFT DON’T STACK LEFT WITH AIRFOIL THE AIR FOIL AND WORD MARK
  • It is critically important that the GEARWRENCH logo stand out clearly. As such, it is preferable that the logo be placed over a solid black background. It may be placed over a solid black section of an image, providing that clearspace guidelines are adhered to, but should never be positioned over a section of an image that is not solid black. The three examples at right show what is allowed and what is not regarding logo and image placement.
  • OK/ Gradient applied behind logo; clearspace maintained
  • OK/ Hard separation between logo and image
  • Not OK/ Image placed behind logo
Tone And Messaging
  • The style and tone of GEARWRENCH should be comfortable and conversational. It should communicate the authenticity of the GEARWRENCH brand with confidence and relevance in an energetic, honest, and straightforward manner. It should speak with a voice of authority, yet not talk down to the audience and it should always strive to put the GEARWRENCH brand in the best light.
  • Packaging and collateral sales communications should be concise and accurate, clearly defining the features and benefits of each product. Since one of the primary purposes of all communications is to build trust and loyalty with our customers, superlatives should be used sparingly. However, readers should always come away with a sense of the superior performance of GEARWRENCH products and of the integrity of the GEARWRENCH brand.
  • Communications should also be personal in tone and convey a sense of involvement with the customer and pride for the brand. The use of phrases like “we are proud to announce” instead of “GEARWRENCH is proud to announce” is encouraged, both in advertising and media relations. Always remember that our customers are looking for information that is complete, accurate, and factual…and they are seeking solid reasons to prefer GEARWRENCH products.
Brand Values
  • Our Brand Values Collaborative / Responsive / Innovative / Obsessive / Straight-Talking / Proactive
Visual Style
  • Our visual identity is a powerful set of tools for communicating our brand clearly and consistently across all GEARWRENCH communications and experiences. In the following section, we introduce and explain the inspiration behind, and guardrails around, our brand’s core visual elements: logo, color, typography, imagery style, graphic motif and iconography style.
  • Every component of our logo is rooted in performance. A bold, strong typographic expression of our name is partnered with a sleek distinctive monogram device – feeling confident and focused. Our logo allows us to convey our brand identity in many different expressions while being practical when placed on our products. Speed, strength, pride, and technical proficiency all come to mind when you see the GEARWRENCH logo in the hands of our valuable customers and end-users.
  • Our logo consists of two components: the GEARWRENCH wordmark and the airfoil­the dynamic shape with “GW” monogram. The relationship of these two elements has been carefully considered and the brand is best expressed when these two elements are used together.
  • Due to the fact the logo is often used on product, multiple applications, materials, and areas -special circumstance marks have been devised separating the elements. If at all possible please use the two elements together and do not separate the elements any further.
  • It’s important to preserve the integrity of our logo across all applications. We use clearspace and minimum size to make sure this is possible.
  • Minimum clearspace is the area surrounding a logo that must be kept free of any text or graphic elements. To help maintain visual impact on all of our communications, we always allow for generous space around the GEARWRENCH logo. Minimum clearspace is measured by finding the full height of the Airfoil mark and then using that measurement to create a perfect square. This square can then be used as a boundary around the full logo to create the clearspace. Exceptions to the minimum clearspace must be approved by Creative Services before use.
  • Because legibility of the GEARWRENCH logo artwork is critical, it must be sized large enough to be read easily on every application, print or digital. Our logo can be scaled to as large a size as needed, but it should not be used at sizes smaller than the minimums shown here. Exceptions can be made for on product application depending on limitations of tooling. These decisions should be made and approved by Creative Services.
  • Our logo is the most important component of our visual identity, which means it has to be used consistently and correctly. This document includes many helpful standards for proper logo application. However, it’s also important to keep in mind the things we can’t and shouldn’t do with the logo. Do not alter or add to the logo in any way: changes diminish its integrity and the equity of the GEARWRENCH brand. The examples shown here are specific “do nots” for our logo.
  • DON’T CREATE ALTERNATE COLOR VERSIONS DON’T SKEW OR DISTORT THE LOGO DON’T ADJUST, CHANGE, OR ADD TO GEOMETRIES DON’T LOCK UP WITH TEXT DON’T ADD EFFECTS OR SHADOWS DON’T RESIZE ANY LOGO COMPONENTS TO THE LOGO DON’T TRUNCATE THE ACTUAL BRAND TYPE DON’T STRETCH THE LOGO DON’T COMPRESS THE LOGO DON’T USE THE AIRFOIL SHAPE WITHOUT DON’T USE THE MONOGRAM WITHOUT DON’T USE THE LOGO, WORDMARK, OR SYMBOL IN TEXT THE MONOGRAM THE HOLDING SHAPE DON’T USE ELEMENTS OF THE LOGO FOR DON’T USE WHITE INSIDE THE AIRFOIL DON’T USE OTHER COLORS INSIDE THE AIRFOIL ANY OTHER NAME OR DIVISION DON’T ALTER THE DISTANCE BETWEEN DON’T STACK LEFT DON’T STACK LEFT WITH AIRFOIL THE AIR FOIL AND WORD MARK
  • Our brand colors help us stand out – both among our competitors and across different cultures. With GEARWRENCH Molten Orange and GEARWRENCH Black being our core palette, the combination signifies an evolution and dedication to performance while focusing on the future.
  • GEARWRENCH Molten Orange and GEARWRENCH Black make up our primary color palette. These are our brand colors. Used together, the two complement each other in a balance that echoes our brand strategy and the attributes we are trying to convey. We have also added GEARWRENCH Gray which helps add another dimension to the color palette and helps build color hierarchies in our communications.
  • All colors in our color palette have precise print, online and on-screen (video and broadcast) color references, as shown on the right. Be sure to use the exact color values listed here. Do not trust color values that have been converted between color modes by software. Please note that slight variances in color may occur when printed or reproduced in different media. When matching our colors outside of the color modes listed here (e.g., embroidery applications), use the appropriate Pantone number as a target. Ask your printer for assistance when needed and always request a proof before going into production.
  • We use our primary GEARWRENCH Akrobat font in four weights: Akrobat Extra Light, Akrobat Regular, Akrobat Semi-Bold, and Akrobat Extra-Bold.
  • Selecting the right font weight ensures clarity and consistency of our content across communications. As demonstrated on this page, we use Akrobat Extra-Bold for headlines, Akrobat Semi-Bold for subheads, Akrobat Regular for secondary headlines and Akrobat Regular for body copy. Akrobat Extra-Light can be used as an accent when an extra level of texture needs to be utilized.
  • We use color themes to create a clean and cohesive look. Too many colors on the same page can feel cluttered and confused, so our themes rely on two or three brand colors. These refined themes enhance impact and legibility, and reinforce the GEARWRENCH brand.
  • Graphic artists producing materials for print should always use the appropriate Akrobat font family. However, many of our communications will be created by people without professional graphics software, or for media that offers less control over type. Examples include email newsletters, PowerPoint presentations, and online applications. In these cases, Arial should be used as a substitute. It’s included as a default font in most browsers and operating systems.
  • “GEARWRENCH” should always be written in ALL UPPERCASE LETTERS with only two exceptions: 1. When used as part of a website address/ URL, such as www.gearwrench.com 2. When used as part of a hashtag, such as #gearwrench In every other instance, GEARWRENCH should appear in all uppercase letters.
  • A core part of our identity and our signature graphic style is the Performance Graphic Device. This device is a visual calling card of the GEARWRENCH brand that is both strategically sound and also functional. The angle is dynamic and signifies our focus on always moving forward with an eye on performance. When accompanied with information, imagery, and color it serves as a successful brand identity cue to help support our powerful logo.
  • Our core Performance Graphic Device can be seen on the right. It can be used to overlay photography, graphics, or color fields. It is based on a 76° degree angle and can be built for any proportions, both vertical and horizontal. This angle follows the Airfoil device, therefore will work in visual complement in layout and communications.
  • This device should be considered not only as an opportunity to build brand equity, but also as a way to organize information and elements.
  • We created multiple logo versions to ensure you have precisely the right option when creating branded communications materials.
  • The color positive version should always be used against a solid black background. Primary versions have also been developed for use on both white backgrounds and GEARWRENCH Molten Orange backgrounds, but black is always preferred.
  • The one-color black positive version and one-color positive and reverse versions are for limited reproduction applications when full color printing is not possible, such as product application or limited resources. They may also be used over a solid color background for co-branded applications.
  • Our imagery, consisting of three distinct styles, further dimensionalizes GEARWRENCH Brand Communications attributes such as confidence, authenticity, and relevance -to help tell stories that are uniquely and unquestionably our own. The majority of the photos that are used for the GEARWRENCH brand are black and white.
  • We strive to capture real life work moments and the personality of the individuals that rely on our products. The images should not feel staged or too polished, but try and convey a drive for performance. Interesting angles and bold, strong compositions should be the goals in all of our In the Field image moments.
  • Our brand is bold, strong, and cohesive and our Performance Detail shots should say the same. We want our audiences to know we are dedicated to the precision of a job well done and the role our tools play in the process. We should strive for dramatic images, lighting, and shadows with our Performance Detail shots and make sure that the images have an inspired mechanical feel when cropped.
  • The Performance Products category captures the quality of our products in a straightforward, clean manner. Soft shadows and impeccable lighting should be the ultimate goal to display or attention to detail and the quality of our products.
  • In order to achieve the best level of contrast no matter what the image subject, we have employed two image treatments that may be used if necessary.
  • Dramatic Shadow: This technique uses a soft, multiplied, gradated vector shadow that allows identity elements to be layered on top. This technique is not always necessary, but does provide flexibility to your layouts.
  • Color wash utilizes a color from the GEARWRENCH brand color palette to create a field that is less contrasted. This technique works well if you have multiple images in a layout and desire some hierarchy in the page. This technique also unifies the imagery and helps create a cohesive layout overall on the page.
  • It is critically important that the GEARWRENCH logo stand out clearly. As such, it is preferable that the logo be placed over a solid black background. It may be placed over a solid black section of an image, providing that clearspace guidelines are adhered to, but should never be positioned over a section of an image that is not solid black. The three examples at right show what is allowed and what is not regarding logo and image placement.
Iconography
  • Graphic icons that provide a clear visual representation of a product’s features and benefits should be used wherever possible.
  • The example at right shows the format to be used for all GEARWRENCH products. Colors are GEARWRENCH Molten Orange, black, and various shades of gray.
  • Graphic icons on packaging support the communication elements contained in each product’s associated Messaging Ladder.
  • Note: If using offset printing, GEARWRENCH Molten Orange [PMS 144C] must be duplicated exactly by using spot color. Approximating PMS 144C by using 4-color process is not acceptable.
Layout And Composition
  • Minimum clearspace is the area surrounding a logo that must be kept free of any text or graphic elements. To help maintain visual impact on all of our communications, we always allow for generous space around the GEARWRENCH logo. Minimum clearspace is measured by finding the full height of the Airfoil mark and then using that measurement to create a perfect square. This square can then be used as a boundary around the full logo to create the clearspace. Exceptions to the minimum clearspace must be approved by Creative Services before use.
  • Because legibility of the GEARWRENCH logo artwork is critical, it must be sized large enough to be read easily on every application, print or digital. Our logo can be scaled to as large a size as needed, but it should not be used at sizes smaller than the minimums shown here. Exceptions can be made for on product application depending on limitations of tooling. These decisions should be made and approved by Creative Services.
  • Main Logo Minimum Size Print/ (1.5" Width)
  • Main Logo Horizontal Minimum Size Digital/ [144 Pixels]
  • Vertical Logo Minimum Size Print/ (.875" Width)
  • Vertical Logo Minimum Size Digital/ [72 Pixels]
  • Alternate Vertical Logo Minimum Size Print/ (1 Width)
  • Alternate Vertical Logo Minimum Size Digital/ [100 Pixels]
  • Airfoil Logo Minimum Size Print/ (.875" Width)
  • Airfoil Logo Minimum Size Digital/ [72 Pixels]
  • Minimum clearspace is measured by finding the full height of the Airfoil mark and then using that measurement to create a perfect square. This square can then be used as a boundary around the full logo to create the clearspace.
  • Exceptions to the minimum clearspace must be approved by Creative Services before use.
  • Exceptions can be made for on product application depending on limitations of tooling. These decisions should be made and approved by Creative Services.
  • Do not alter or add to the logo in any way: changes diminish its integrity and the equity of the GEARWRENCH brand. The examples shown here are specific “do nots” for our logo.
  • DON’T CREATE ALTERNATE COLOR VERSIONS DON’T SKEW OR DISTORT THE LOGO DON’T ADJUST, CHANGE, OR ADD TO GEOMETRIES DON’T LOCK UP WITH TEXT DON’T ADD EFFECTS OR SHADOWS DON’T RESIZE ANY LOGO COMPONENTS TO THE LOGO DON’T TRUNCATE THE ACTUAL BRAND TYPE DON’T STRETCH THE LOGO DON’T COMPRESS THE LOGO DON’T USE THE AIRFOIL SHAPE WITHOUT DON’T USE THE MONOGRAM WITHOUT DON’T USE THE LOGO, WORDMARK, OR SYMBOL IN TEXT THE MONOGRAM THE HOLDING SHAPE DON’T USE ELEMENTS OF THE LOGO FOR DON’T USE WHITE INSIDE THE AIRFOIL DON’T USE OTHER COLORS INSIDE THE AIRFOIL ANY OTHER NAME OR DIVISION DON’T ALTER THE DISTANCE BETWEEN DON’T STACK LEFT DON’T STACK LEFT WITH AIRFOIL THE AIR FOIL AND WORD MARK
  • It is critically important that the GEARWRENCH logo stand out clearly. As such, it is preferable that the logo be placed over a solid black background. It may be placed over a solid black section of an image, providing that clearspace guidelines are adhered to, but should never be positioned over a section of an image that is not solid black. The three examples at right show what is allowed and what is not regarding logo and image placement.
  • OK/ Gradient applied behind logo; clearspace maintained
  • OK/ Hard separation between logo and image
  • Not OK/ Image placed behind logo
  • All product packaging line art should be 100% black bi-tonal with no shading or hue gradations. No grayscale images are permitted.
  • Catalogs should both inform and persuade. As such, design should follow brand guidelines with emphasis on communicating product features and benefits clearly and concisely. The main GEARWRENCH logo should appear at the upper left of all spreads with the tag line at the lower right, as shown. Note the consistent use of the Performance Graphic Device and corresponding GEARWRENCH colors to provide a unified look to each inside page.
Product Packaging
  • No area presents a greater challenge to maintain a consistent look for the GEARWRENCH brand than product packaging. With multiple sizes and shapes of boxes, bags, blister cards, and other packaging types, it would be impossible to cover every design possibility. What is possible is to use the GEARWRENCH logo, colors, and Performance Graphic Device to develop packaging that is consistent with the GEARWRENCH brand guidelines. Remember, the FORGE AHEAD tagline is not to be used on “permanent” items like product packaging. The GEARWRENCH logo must appear on most sides of all packaging. All packaging must include its ATG (Creative Services) Job Number. Any descriptive or informational text must appear in English, French, and Spanish. The ATG Job Number, numerals, and elements marked with a “®” or a “™” do not need translation.
  • Note: If using offset printing, GEARWRENCH Molten Orange (PMS 144C) must be duplicated exactly by using spot color. Approximating PMS 144C by using 4-color process is not acceptable.
  • This is an example where the package fully wraps around all sides of the product. It is our most robust type of package, used for larger sets, such as ratcheting wrenches. Because the product is not visible, the package must sell the product itself, using attention­grabbing graphics, high quality images, and informative, persuasive copy.
  • This example shows our most basic carded product packaging with a color front and black-only back. Space for icons and line art is often limited, so it is important to make sure that the elements that do appear are optimized for maximum impact. Note how both the front and back conform to GEARWRENCH brand guidelines by correctly using the GEARWRENCH logo, colors, and Performance Graphic Device.
  • This is an example of carded product packaging with a color front and black-only back featuring a line art product illustration. It shows that when space allows, icons and line art may be used to more effectively represent the product. Again, note how both the front and back conform to GEARWRENCH brand guidelines by correctly using the GEARWRENCH logo, colors, and Performance Graphic Device.
  • Packaging for specialty or more fully-featured products presents additional challenges. It is often necessary to explain the purpose of the product and go into detail regarding how to use it. Descriptive icons should be used as much as possible to minimize the requirement for multi-lingual text. The GEARWRENCH logo must appear on most sides of the packaging. All packaging must include its ATG [Creative Services] Job Number. Any descriptive or informational text must appear in English, French, and Spanish. Instructional artwork should be as simple and clear as possible so accompanying instructional text may be minimized. Icons may use any mix of GEARWRENCH Molten Orange, black, and various shades of gray.
  • In rare instances, such as with these hang tags, exceptions to the GEARWRENCH color and logo policies are allowed. In this case, color conventions exist for different drive sizes: Red for 1/4-inch, Yellow for 3/8-inch, Purple for 1/2-inch, Green for 3/4-inch, Gray for 1", so those colors appear on the tags as identifiers. Also, the size of the tags prevents the GEARWRENCH logo from appearing at minimum size or larger on all sides of the package, so an exception has been made.
  • All product packaging line art should be 100% black bi-tonal with no shading or hue gradations. No grayscale images are permitted.
  • Graphic icons that provide a clear visual representation of a product’s features and benefits should be used wherever possible. Colors are GEARWRENCH Molten Orange, black, and various shades of gray.
Product Catalog
  • Catalog cover and product detail page layouts are shown at right. Catalogs should both inform and persuade. As such, design should follow brand guidelines with emphasis on communicating product features and benefits clearly and concisely. The main GEARWRENCH logo should appear at the upper left of all spreads with the tag line at the lower right, as shown. Note the consistent use of the Performance Graphic Device and corresponding GEARWRENCH colors to provide a unified look to each inside page.
Product Literature
  • Like catalogs, the purpose of product literature is to inform and persuade, but while a catalog is used primarily as an informational tool, product literature should be more educational and sales-oriented. The reader is actively seeking to learn why a product is superior, so the clear presentation of features and benefits is paramount.
  • Again, the design should conform to brand guidelines, but the information should be presented differently: Whether the literature piece is a single-sided data sheet or a multi-page brochure, the unique selling point or key feature/benefit should be the first element that catches the reader’s eye. Secondary feature/benefits follow, concluding with product details, such as SKU numbers and sizes, at the bottom of the sheet or on the final pages.
  • All literature should include informational copy that includes the company name, address and, website[s], copyright date and ownership information, ownership information for any trademarks mentioned, job tracking number, and if applicable printer’s job number and quantity and date printed.
  • Note that like the 2-page example shown previously, it adheres to brand guidelines and the information is presented differently than in a catalog: The unique selling point or key feature/benefit is the first element that catches the reader’s eye. Secondary feature/benefits follow, concluding with product details, such as SKU numbers and sizes, at the bottom of each page.
  • Like the 2-page example, ίt includes informational copy consisting of the company name, address, and website, copyright date and ownership information, ownership information for any trademarks mentioned, job tracking number, and if applicable, printer’s job number, and quantity and date printed.
Advertising
  • Advertising is the most visible way to communicate the visual identity of the GEARWRENCH brand. Several examples of different types and sizes are shown on this and following pages. In order to maintain a consistent look for the brand, all advertising design, like trade show exhibit design, catalog design, and literature design, should be consistent with brand guidelines, specifically in regards to logo and tag line usage, color usage, and proper adherence to the correct use of the Performance Graphic Device.
  • GEARWRENCH Logo Logo should appear in the most prominent position
  • Glamour Shot –Main photograph showing product or application
  • Body Copy Main body copy to capture attention
  • Product Headline Main headline to capture attention
  • Multiplied Color Block Less contrasted but works well when using multiple images
  • The primary purpose of digital ads, like most advertising, is to convince the reader to take an action…to do something. Unlike some other forms, however, the desired action for all digital advertising is the same: to click on the ad in order to access further information. To accomplish this goal, GEARWRENCH digital advertising must: • Be visually striking to capture attention • Clearly show the main product feature • Include concise, minimal text • Include a call to action such as “LEARN MORE’ Or “SEE IT AT WORK” • Link to a relevant and engaging landing page
  • Secondary Logo
  • Glamour Shot Main photograph showing product or application
Digital Advertising
  • The primary purpose of digital ads, like most advertising, is to convince the reader to take an action…to do something. Unlike some other forms, however, the desired action for all digital advertising is the same: to click on the ad in order to access further information. To accomplish this goal, GEARWRENCH digital advertising must: • Be visually striking to capture attention • Clearly show the main product feature • Include concise, minimal text • Include a call to action such as “LEARN MORE’ Or “SEE IT AT WORK” • Link to a relevant and engaging landing page
  • GEARWRENCH Logo Logo should appear in the most prominent position
  • Secondary Logo
  • #Glamour Shot Main photograph showing product or application
  • Glamour Shot Main photograph showing product or application
Motorsports Graphics
  • At times, due to sponsorships or co-branded collaborations, the brand team will provide approvals for graphics that deviate from the brand guidelines.
  • An example is motorsport graphics, which often require incorporating other sponsors’ logos and must be tailored to the surface upon which a design is being applied. Because of these variations, it is critical that the GEARWRENCH logo and colors remain in conformance with the brand guidelines.
  • Every effort should be made to also utilize the Performance Graphic Device within the guidelines, but in certain cases, such as the one illustrated at the right, exceptions may be made.
  • Any such exceptions must be coordinated by the GEARWRENCH brand team and must have approval of all stakeholders.
Fleet Graphics
  • Fleet graphics are a highly visible and an important way to communicate the visual identity of the GEARWRENCH brand. All fleet graphics should be consistent with brand guidelines, including logo and tagline usage, color usage, and proper adherence to the correct use of the Performance Graphic Device. It is preferred that other brand logos not appear on the vehicle, but if they do, the GEARWRENCH logo should be at least 100% larger than the largest other brand logo on any single side.
Abstract Graphics
  • In extremely rare cases -possibly for a piece of motorsport artwork or for a special request by a paid sponsor -“abstract” graphics that use GEARWRENCH colors and the Performance Graphic Device angle as backgrounds may be created.
  • Any such exceptions must be coordinated by the GEARWRENCH brand team and must have approval of all stakeholders.
Branded Merchandise
  • Quality promotional materials and apparel should be used for all GEARWRENCH branded gear. Proper brand logo application and color usage are of foremost importance.
  • Approved GEARWRENCH Apparel Supplier -HDS
Trade Shows
  • Trade shows and exhibits are highly visible and critically important vehicles to communicate the visual identity of the GEARWRENCH brand. All messaging on trade show displays should be consistent with brand guidelines, specifically in regards to logo and tagline usage, color usage, and proper adherence to the correct use of the Performance Graphic Device.
Business Card
  • Business cards should remain free of promotional graphics and other product brands.
  • GEARWRENCH Logo: 3.25” Wide
  • Colors: GEARWRENCH Molten Orange, PMS Process Black
  • Font: Akrobat Regular, Akrobat Bold
  • Font Sizes: 10 pt., 11 pt.
  • Stock: 120Ib McCoy Silk
  • Ink: 2-Colors/2-Sides, Flood Satin AQ 2-Sides
Standard Letterhead
  • Standard 8-1/2” x 11" letterhead format is shown at right. A Microsoft Word® template may be downloaded from BaseCamp » Document Library» Templates.
  • All heading, inside address, greeting, body, and closing text should be left justified.
  • Specifications
  • GEARWRENCH Logo: 3.25" Wide
  • Colors: Black, GEARWRENCH Molten Orange
  • Font: Arial
  • Recommended Font Size: 11 pt.
Press Release Letterhead
  • All type elements should be left justified.
  • GEARWRENCH Logo: 3.25” Wide
  • Colors: Black, GEARWRENCH Molten Orange
  • Font: Arial
  • Font Sizes: Headline Block – 18 pt.
  • Amplification Block – 14 pt.
  • Body – 10 pt.
  • Caption Text – 8 pt.
Powerpoint Template
  • A large part of our everyday communications is through PowerPoint presentations. On the right are approved GEARWRENCH Title Page and Content Page templates. Please use these templates in all GEARWRENCH presentations.
  • Templates may be downloaded from BaseCamp » Document Library» Templates.
  • Preferred type and graph colors are black, GEARWRENCH Molten Orange, and GEARWRENCH Gray. These colors have been pre-loaded into the templates as default colors, however they may also be achieved in PowerPoint by selecting Font Color, More Colors…, Custom, then specifying:
  • GEARWRENCH Molten Orange Red: 237, Green: 139, Blue: 0
  • GEARWRENCH Gray Red: 188, Green: 188, Blue: 190
  • GEARWRENCH Black Red: 6, Green: 0, Blue: 3
🐛 Report