Jegs

Official Websites

• https://www.jegs.com

Brand Guidelines

2012

Brand Summary

Mission

• At JEGS, we foster family, encourage healthy competition, and promote a strong business through impeccable customer service [^1].

Core Values

• family
• business
• racing

Target Audience

• Weekend warriors who treat their cars like family, industry mechanics, and passionate car enthusiasts who value high performance, speed, control, and power [^2].

Personality Traits

• charged
• family-oriented
• caring
• driven
• adaptable
• efficient
• competitive
• service-oriented
• direct
• strong
• engaging
• professional
• enthusiastic
• powerful
• positive
• consistent
• clear
• understanding
• focused

Visual Identity Overview

• The visual identity is bold and energetic, centered on the iconic yellow and black JEGS logo with a crown motif, consistent use of Futura font, and a color palette featuring process yellow, process black, and accent oranges and reds. Photography and imagery emphasize racing, high performance, and family values, with clean layouts and strong logo usage across all mediums [^3].

Categories

Brand Voice

• BRAND VOICE Rev your engine.
• Communication is a very important aspect of any brand. The way we communicate sets the tone for how our audience feels about us. Not only will customers have a clear idea of what JEGS stands for, but they will also be able to easily connect to our brand.
• Our voice consists of both messaging and tone. These two communication aspects come together to create an effective strategy when speaking to our customers and fans. We have a goal to create clear and consistent messaging that reflects our brand personality.
• Our voice is what makes our personality stand out. The tone that we use to express our message should be: DIRECT STRONG ENGAGING PROFESSIONAL CHARGED ENTHUSIASTIC POWERFUL POSITIVE CONSISTENT CLEAR UNDERSTANDING FOCUSED
• JEGS is more than just great performance auto parts. We pride ourselves in being a multifaceted organization with various focuses. We identify with four main philosophies, and these must be communicated effectively and distinctly.
• FAMILY How to Communicate: • “The business has always served as a great outlet to bring his ever-expanding family closer together.” • “A third generation of Coughlins is blossoming and the racetrack is still one of the places where the family routinely gets together.” • “Family patriarch Jeg Sr. is still very much a part of the mix, serving as a vital consultant to his sons and grand kids.” • “Family always takes precedence over on-track activities.” • “Each of the Coughlin brothers has taken sabbaticals from the sport through the years to devote more attention to their home lives.”
• BUSINESS How to Communicate: • “We understand our drivers’ needs and match them with impeccable customer service.” • “We are drivers ourselves, therefore we understand our customers need quick turnaround on their orders.” • “The company grew and quickly became a viable business entity.” • “When Jeg Sr.’s four boys were old enough, they bought the burgeoning company from their dad with his assistance and took it to new heights.” • “JEGS High Performance has become a giant in the industry with two retail stores, four call centers, and a massive distribution warehouse that delivers more than $250 million worth of products to automobile enthusiasts all over the world each year.”
• RACING How to Communicate: • “There is no question the Coughlin family loves motorsports.” • “The family has successfully parlayed their love of drag racing into a worldwide marketing effort that has set them apart from the competition.” • “With a combined five NHRA World Championships, 12 Division Championships, and well over 100 victories at both the national, divisional, and local level, it could also be argued that Team JEGS is one of the most accomplished racing entities in the 60-year history of organized drag racing.” • “The third generation is led by Troy Jr., already a multi-time national event winner in Super Comp, and Cody, a circle track phenom who already has a championship to his credit.”
• CARING How to Communicate: • “The JEGS Foundation Racing for Cancer Research program already has raised several million dollars.” • “Team JEGS also has set-up mobile cancer screening centers at NHRA events and keeps the topic front and center with millions of drag racing fans each weekend.”

Brand Imagery

• Our photography should convey the high-octane energy and enthusiasm for which JEGS has become well known. Our images should reflect our decades-long commitment to quality high performance auto parts and healthy competition.
• Show drivers in heroic poses. Standing near the car or with the track in the background. Drivers must be smiling or have a look of determination.
• Cars must be in focus. Location should be on a track or in a showroom situation. Never depict JEGS vehicles on standard roads and driving situations.
• Photograph products on white background only. Clean, crisp photos with soft, directional lighting is suggested.

Color Palette

• Consistent use of the JEGS brand colors will ensure consistency of the brand across all mediums. The brand colors should be utilized across all messaging mediums.
• Primary Colors Secondary Colors
• JEGS Process Yellow
• JEGS Process Black
• PMS 158 C
• C-00 M-61 Y-97 K-00
• PMS 485 C
• C-00 M-95 Y-100 K-00
• PMS 2945 C
• C-100 M-45 Y-00 K-14
• PMS 109 C - Merchandise Yellow
• PMS 355 C
• C-94 M-00 Y-100 K-00
• PMS 405 C
• C-00 M-10 Y-33 K-72
• PMS 7544 C
• C-10 M-01 Y-00 K-40
• Process Yellow to be used in all print and web situations. PMS 109 C to be used on anything that is not paper (cars, apparel, merchandise, etc.).
• Secondary colors to be used on catalogues and material supplementary to main brand (ads, web banners, publication covers, etc.).
• Use PMS 109 C.
• Use PMS 109 C for yellow.
• Use process yellow.
• Use process yellow, process black, CMYK JEGS Orange, and CMYK JEGS Red.

Typography

• JEGS uses FUTURA as its primary font family. It should be used in all materials to maintain consistency in our messaging and branding. Serpentine Bold is to be used as a secondary font to accent prices and phone numbers.
• FUTURA BOLD FUTURA BOLD OBLIQUE FUTURA HEAVY FUTURA HEAVY OBLIQUE FUTURA MEDIUM FUTURA MEDIUM OBLIQUE FUTURA LIGHT FUTURA LIGHT OBLIQUE
• SERPENTINE BOLD This font is used for the numbers on the cars, and in some cases, the driver’s names.

Logo Usage

• The logo is the embodiment of decades of tradition and family, coupled with our undying passion for high performance, competition, and business. It should be used consistently to foster brand awareness.
• MAIN LOGO Use this version in these situations: • Small sizes. • Publication usage. • On busy backgrounds.
• POWER LOGO Use this version in retail, competitive, and event situations: • On vehicles. • On packaging. • On solid backgrounds.
• Process Black Process Yellow ■ C: 0-M: 0-Y: 0-K: 100 C: 0 -M: 0 -Y: 100 -K: 0
• It is important to not violate the space around the logo. Allowing the logo to stand out by itself will ensure that the JEGS brand is easily identifiable. As it will be used in varying sizes, we’ve devised a system that can be utilized in any measurement.
• Use a square that is the width of the top of the J for spacing reference. If possible, make sure nothing violates the perimeter created by this box.
• Logo Size Reduce or increase the size of the JEGS logo as needed.
• Whether it’s on cars, merchandising, online, or on our catalogs, the JEGS logo is adaptable to any situation. These are the approved logo variables.
• The JEGS logo should always be used in its approved format. It should never be modified. Altering the logo weakens the integrity and consistency of the brand. Here are examples of what not to do with the logo.
• Do not use the older version of the logo. Do not squish or stretch the logo. Do not change the color of the logo. Do not angle the logo. Do not alter the thickness of the black outline. Do not use the logo as a pattern. Do not overlap anything on logo. Do not crop the logo. Do not use the logo in a sentence. Do not change the color of the crown. Do not use black solid logo on anything but white and yellow. Do not use white solid logo on anything but a dark background. Do not place solid logo on image or textured background. Do not alter the spacing of the logo in any way. Do not use outlined version without yellow fill unless in a black and white or grayscale design.
• Consistent use of the JEGS brand colors will ensure consistency of the brand across all mediums. The brand colors should be utilized across all messaging mediums.
• Process Yellow to be used in all print and web situations. PMS 109 C to be used on anything that is not paper (cars, apparel, merchandise, etc.).
• All flies can be downloaded at www.teamjegs.com/Multimedia/logos.asp
• Use JEGS power logo in center of chest. Place JEGS power logo on sleeves or pantlegs. Place secondary logos on upper chest. Place JEGS.com logo on back/waistband.
• Use PMS 109 C for yellow.
• Use JEGS power logo.
• Place 800 number and JEGS.com logo on bottom of sign.
• Use a consistent border around graphics.
• Use process yellow.
• Treat logo cleanly.
• Use main JEGS logo. Center on panel, oriented to long edge of box.
• Use process yellow, process black, CMYK JEGS Orange, and CMYK JEGS Red.

Tone And Messaging

• Communication is a very important aspect of any brand. The way we communicate sets the tone for how our audience feels about us. Not only will customers have a clear idea of what JEGS stands for, but they will also be able to easily connect to our brand.
• Our voice consists of both messaging and tone. These two communication aspects come together to create an effective strategy when speaking to our customers and fans. We have a goal to create clear and consistent messaging that reflects our brand personality.
• Our voice is what makes our personality stand out. The tone that we use to express our message should be: DIRECT STRONG ENGAGING PROFESSIONAL CHARGED ENTHUSIASTIC POWERFUL POSITIVE CONSISTENT CLEAR UNDERSTANDING FOCUSED
• JEGS is more than just great performance auto parts. We pride ourselves in being a multifaceted organization with various focuses. We identify with four main philosophies, and these must be communicated effectively and distinctly.
• FAMILY How to Communicate: • “The business has always served as a great outlet to bring his ever-expanding family closer together.” • “A third generation of Coughlins is blossoming and the racetrack is still one of the places where the family routinely gets together.” • “Family patriarch Jeg Sr. is still very much a part of the mix, serving as a vital consultant to his sons and grand kids.” • “Family always takes precedence over on-track activities.” • “Each of the Coughlin brothers has taken sabbaticals from the sport through the years to devote more attention to their home lives.”
• BUSINESS How to Communicate: • “We understand our drivers’ needs and match them with impeccable customer service.” • “We are drivers ourselves, therefore we understand our customers need quick turnaround on their orders.” • “The company grew and quickly became a viable business entity.” • “When Jeg Sr.’s four boys were old enough, they bought the burgeoning company from their dad with his assistance and took it to new heights.” • “JEGS High Performance has become a giant in the industry with two retail stores, four call centers, and a massive distribution warehouse that delivers more than $250 million worth of products to automobile enthusiasts all over the world each year.”
• RACING How to Communicate: • “There is no question the Coughlin family loves motorsports.” • “The family has successfully parlayed their love of drag racing into a worldwide marketing effort that has set them apart from the competition.” • “With a combined five NHRA World Championships, 12 Division Championships, and well over 100 victories at both the national, divisional, and local level, it could also be argued that Team JEGS is one of the most accomplished racing entities in the 60-year history of organized drag racing.” • “The third generation is led by Troy Jr., already a multi-time national event winner in Super Comp, and Cody, a circle track phenom who already has a championship to his credit.”
• CARING How to Communicate: • “The JEGS Foundation Racing for Cancer Research program already has raised several million dollars.” • “Team JEGS also has set-up mobile cancer screening centers at NHRA events and keeps the topic front and center with millions of drag racing fans each weekend.”

Brand Values

• FAMILY. BUSINESS. RACING. These are the three most important words in the JEGS vocabulary. There’s no question that every single one of us at JEGS Performance Auto Parts is crazy for cars, but we are also rooted in tradition through our family values and business expertise. These three ideals, when brought together, comprise the core of the JEGS philosophy.
• The JEGS brand should convey our character, our personality. Our top­notch customer service for the past 50+ years has allowed us to build a team driven by high performance and family values. We are a big family, and a big family needs a strong identity.
• We are JEGS Performance Auto Parts, and this means a few things. It means strong family values and decades of business expertise. JEGS represents the merging of tradition and modernity through our passion for high performance.
• JEGS is family, business, and racing. These are our core values that have made us who we are today. Ever since Jeg Coughlin Sr. began his drag racing career in the ‘50s, the sport has always served to bring his ever-expanding family closer together, helping deliver millions worth of products to automobile enthusiasts all over the world each year.
• At JEGS, we foster family, encourage healthy competition, and promote a strong business through impeccable customer service.
• We see ourselves fifty years from now still as the unquestionable mail order speed equipment leaders and the unsurpassed champions on the track, while upholding the Coughlin family tradition of caring and values.
• While family has always been, and will remain, the top priority for Team JEGS, our passion for racing sets us apart from the competition.
• We highly value our customers, those weekend warriors who treat their cars like they’re part of the family. We understand them and know that high performance, speed, control, and power are all qualities our audience values.
• At JEGS, we offer our customers unparalleled service backed by generations of industry leadership. We deliver this through our commitment to performance and quality and an emphasis on strong family values. We promise “Quality through Leadership.”

Visual Style

• Now that we understand the essence of the JEGS brand, we must also understand the specifics that build the base for it. Without the specifications that follow, we would not be able to create a cohesive and powerful brand.
• The logo is the embodiment of decades of tradition and family, coupled with our undying passion for high performance, competition, and business. It should be used consistently to foster brand awareness.
• MAIN LOGO Use this version in these situations: • Small sizes. • Publication usage. • On busy backgrounds.
• POWER LOGO Use this version in retail, competitive, and event situations: • On vehicles. • On packaging. • On solid backgrounds.
• Process Black Process Yellow ■ C: 0-M: 0-Y: 0-K: 100 C: 0 -M: 0 -Y: 100 -K: 0
• It is important to not violate the space around the logo. Allowing the logo to stand out by itself will ensure that the JEGS brand is easily identifiable. As it will be used in varying sizes, we’ve devised a system that can be utilized in any measurement.
• Use a square that is the width of the top of the J for spacing reference. If possible, make sure nothing violates the perimeter created by this box.
• Logo Size Reduce or increase the size of the JEGS logo as needed.
• Whether it’s on cars, merchandising, online, or on our catalogs, the JEGS logo is adaptable to any situation. These are the approved logo variables.
• The JEGS logo should always be used in its approved format. It should never be modified. Altering the logo weakens the integrity and consistency of the brand. Here are examples of what not to do with the logo.
• Do not use the older version of the logo. Do not squish or stretch the logo. Do not change the color of the logo. Do not angle the logo. Do not alter the thickness of the black outline. Do not use the logo as a pattern. Do not overlap anything on logo. Do not crop the logo. Do not use the logo in a sentence. Do not change the color of the crown. Do not use black solid logo on anything but white and yellow. Do not use white solid logo on anything but a dark background. Do not place solid logo on image or textured background. Do not alter the spacing of the logo in any way. Do not use outlined version without yellow fill unless in a black and white or grayscale design.
• JEGS uses FUTURA as its primary font family. It should be used in all materials to maintain consistency in our messaging and branding. Serpentine Bold is to be used as a secondary font to accent prices and phone numbers.
• Consistent use of the JEGS brand colors will ensure consistency of the brand across all mediums. The brand colors should be utilized across all messaging mediums.
• Process Yellow to be used in all print and web situations. PMS 109 C to be used on anything that is not paper (cars, apparel, merchandise, etc.).
• Secondary colors to be used on catalogues and material supplementary to main brand (ads, web banners, publication covers, etc.).
• Our photography should convey the high-octane energy and enthusiasm for which JEGS has become well known. Our images should reflect our decades-long commitment to quality high performance auto parts and healthy competition.
• Show drivers in heroic poses. Standing near the car or with the track in the background. Drivers must be smiling or have a look of determination.
• Cars must be in focus. Location should be on a track or in a showroom situation. Never depict JEGS vehicles on standard roads and driving situations.
• Photograph products on white background only. Clean, crisp photos with soft, directional lighting is suggested.
• These are all the approved JEGS logos, to be used in their respective situations. Each logo has been carefully crafted to uphold the JEGS brand while providing enough flexibility to encompass all of our endeavors.
• All flies can be downloaded at www.teamjegs.com/Multimedia/logos.asp
• Use PMS 109 C.
• Place JEGS power logo in center of chest.
• Place JEGS power logo on sleeves or pantlegs.
• Place secondary logos on upper chest.
• Place JEGS.com logo on back/waistband.
• Use PMS 109 C for yellow.
• Use JEGS power logo.
• Place 800 number and JEGS.com logo on bottom of sign.
• Use a consistent border around graphics.
• Use process yellow.
• Treat logo cleanly.
• Use main JEGS logo.
• Center on panel, oriented to long edge of box.
• Use process yellow, process black, CMYK JEGS Orange, and CMYK JEGS Red.

Layout And Composition

• It is important to not violate the space around the logo. Allowing the logo to stand out by itself will ensure that the JEGS brand is easily identifiable. As it will be used in varying sizes, we’ve devised a system that can be utilized in any measurement.
• Use a square that is the width of the top of the J for spacing reference. If possible, make sure nothing violates the perimeter created by this box.
• Logo Size Reduce or increase the size of the JEGS logo as needed.
• The JEGS logo should always be used in its approved format. It should never be modified. Altering the logo weakens the integrity and consistency of the brand. Here are examples of what not to do with the logo.
• Do not use the older version of the JEGS logo with the apostrophe.
• Do not squish or stretch the logo.
• Do not change the color of the logo.
• Do not angle the logo.
• Do not alter the thickness of the black outline.
• Do not use the logo as a pattern.
• Do not overlap anything on logo.
• Do not crop the logo.
• Do not use the logo in a sentence.
• Do not change the color of the crown.
• Do not use black solid logo on anything but white and yellow.
• Do not use white solid logo on anything but a dark background.
• Do not place solid logo on image or textured background.
• Do not alter the spacing of the logo in any way.
• Do not use outlined version without yellow fill unless in a black and white or grayscale design.

Brand Architecture

• We have grown to become an intricate organization, and our various endeavors and interests have led to a clear separation of our sub-brands. It’s important to keep them all organized so as not to lose our brand essence.

Packaging Design

• Box application: • Use main JEGS logo. • Center on panel, oriented to long edge of box.
• Merchandise application: • Use JEGS power logo. • Use process yellow, process black, CMYK JEGS Orange, and CMYK JEGS Red.

Digital Guidelines

• Process Yellow to be used in all print and web situations. PMS 109 C to be used on anything that is not paper (cars, apparel, merchandise, etc.).
• Secondary colors to be used on catalogues and material supplementary to main brand (ads, web banners, publication covers, etc.).
• JEGS uses FUTURA as its primary font family. It should be used in all materials to maintain consistency in our messaging and branding. Serpentine Bold is to be used as a secondary font to accent prices and phone numbers.
• Consistent use of the JEGS brand colors will ensure consistency of the brand across all mediums. The brand colors should be utilized across all messaging mediums.
• Photograph products on white background only. Clean, crisp photos with soft, directional lighting is suggested.
• All flies can be downloaded at www.teamjegs.com/Multimedia/logos.asp
• Reduce or increase the size of the JEGS logo as needed.
• Use a square that is the width of the top of the J for spacing reference. If possible, make sure nothing violates the perimeter created by this box.
• The JEGS logo should always be used in its approved format. It should never be modified. Altering the logo weakens the integrity and consistency of the brand. Here are examples of what not to do with the logo.
• Do not use the older version of the logo. Do not squish or stretch the logo. Do not change the color of the logo. Do not angle the logo. Do not alter the thickness of the black outline. Do not use the logo as a pattern. Do not overlap anything on logo. Do not crop the logo. Do not use the logo in a sentence. Do not change the color of the crown. Do not use black solid logo on anything but white and yellow. Do not use white solid logo on anything but a dark background. Do not place solid logo on image or textured background. Do not alter the spacing of the logo in any way. Do not use outlined version without yellow fill unless in a black and white or grayscale design.
• Use JEGS power logo in center of chest. Place JEGS power logo on sleeves or pantlegs. Place secondary logos on upper chest. Place JEGS.com logo on back/waistband.
• Use PMS 109 C.
• Use PMS 109 C for yellow.
• Use JEGS power logo.
• Place 800 number and JEGS.com logo on bottom of sign.
• Use a consistent border around graphics.
• Use process yellow.
• Treat logo cleanly.
• Use main JEGS logo. Center on panel, oriented to long edge of box.
• Use process yellow, process black, CMYK JEGS Orange, and CMYK JEGS Red.

Print Guidelines

• Process Yellow to be used in all print and web situations. PMS 109 C to be used on anything that is not paper (cars, apparel, merchandise, etc.).
• Secondary colors to be used on catalogues and material supplementary to main brand (ads, web banners, publication covers, etc.).
• JEGS uses FUTURA as its primary font family. It should be used in all materials to maintain consistency in our messaging and branding. Serpentine Bold is to be used as a secondary font to accent prices and phone numbers.
• Photograph products on white background only. Clean, crisp photos with soft, directional lighting is suggested.
• Cars must be in focus. Location should be on a track or in a showroom situation. Never depict JEGS vehicles on standard roads and driving situations.

Additional Properties