Matco Tools

Official Websites

• https://www.matcotools.com
• https://www.matcotools.com/franchise
• https://www.matcotools.com/logos
• http://www.matcotools.com

Brand Guidelines

2014

Brand Summary

Mission

• To provide premium quality tools that professionals can rely on to get the job done better and faster with outstanding service, maintaining a commitment to quality, innovation, and partnership with distributors and customers [^1].

Core Values

• quality
• professionalism
• competitive spirit
• innovation
• outstanding service
• honesty
• reliability
• partnership
• trust [^2]

Target Audience

• Professional mechanics, automotive enthusiasts, institutional customers, and those who value high-quality tools, served through a network of independent franchised mobile distributors and industrial sales representatives [^3].

Personality Traits

• down-to-earth
• relatable
• honest
• straightforward
• friendly
• competitive [^2]

Visual Identity Overview

• The brand features a bold, industrial visual style with a distinctive logo (hexagon with red and blue emblem), a strong color palette (black, PMS 293 blue, PMS 1795 red), clean typography, and consistent application across products, packaging, signage, and merchandise. The visual identity emphasizes clarity, strength, and recognizability [^5].

Categories

Brand Voice

• Every day our distributors build relationships with technicians -and they build trust. Their straight-forward, honest and friendly approach is a noted trait of our most trusted and successful Mateo distributors.
• The Mateo voice, or our written personality, should reflect this friendly, straightforward and honest approach. We want our brand’s voice to reflect this in our training materials, campaigns, product introductions and marketing materials.
• Simple, honest and to the point.
• This fragmented style should be integrated into headlines and call-out text whenever possible.

Brand Imagery

• In order to best showcase product, images should be high-quality (minimum 5" x 7", 30Dppi, sharp focus] and converted to CMYK.
• Product photos should be photographed against a white background. The product should then be outlined with a clipping path, and saved as a Photoshop EPS file.
• Please use a side or straight-on front profile camera angle for the most complete, straightforward representation of your product. Product categories should match.
• To determine how other products in your category are shown, please refer to Mateo’s eCatalog: www.matcotools.com/eCatalog/.
• Remove items from the case or packaging when possible. Items with a large number of pieces may be left in the case and photographed straight-on. Lids may be cropped out when designing the packaging.
• Always refer to Matco’s eCatalog for reference to determine how your product should be shown.
• ✓ Use a side or straight-on front profile camera angle.
• ✓ Make the tool the hero of the shot. A slightly lower camera angle can help create more impact.
• ✓ Remove items from the case to increase detail and attention to the tools/main tool.
• Keep tools in a set lined-up in a straight pattern. Product categories should match. Be sure to refer to Matco’s eCatalog.
• An open case typically takes up too much room, and doesn’t allow for the details of the main tool to be shown.
• Shot straight-on:
• Set/ kit within a quality storage case shoot into or straight-on:

Color Palette

• Consistent use of Matco’s corporate colors helps to build brand recognition in everything from print materials to signage and fleet graphics.
• Pantone Matching System [PMS] is a commonly used system of color specifications. This is often referred to as a spot color. Matco Tools’ primary colors Pantone 293 C [Blue], 1795 C [Red] and Black are used as the baseline to which all color reproduction should be calibrated to.
• CMYK Cyan, magenta, yellow and black are the process inks that most often are used in printed materials. This printing process is commonly referred to as full-color or four-color process.
• RGB Red, green and blue are the hues for light, used in computer screens.
• HEX Hexidecimal code is designed for use in HTML, CSS and other web applications.
• For printing on uncoated surfaces: Black, PMS 300 U, PMS 186 U.
• Matco’s Blue (PMS 293) is a competitive differentiator and should have a large role in any creative.
• Matco’s Red (PMS 1795) should be used to highlight points of interest and energize design.
• For a stronger and more refined look, Black and Deeper Grays should be used for background and accents.
• For a lighter and more open look, White, Light Grays and Silver should be used.
• Screens of colors for the logo [are violations].
• Unapproved colors of the logo [refer to pages 8-9 for approved colors] [are violations].
• Selectively changing parts of the logo to different colors [is a violation].
• Setting the black 3-color logo on a dark background [is a violation].
• Setting the white 3-color logo on a light background [is a violation].
• When it comes to tooling, our match red color differs from the red found in our logo. This darker, muted crimson gives our tools a more industrial, rugged look and feel.
• The set of color tolerances above displays the Target Color and two limits that deviate from it by specified amounts in vibrancy and darkness. Ideally, the color being inspected should match the Target Color [Pantone 491 C]. It must not deviate from the Target Color by more than the tolerance limits shown [Pantone 1815 C and 498 C].
• Comparisons should be made by a person with normal color vision under cool white fluorescent as the primary light source and Daylight 6500K as the secondary in a light booth with a neutral gray or white surrounding. The surface being inspected and the Tolerance Set must be on the same plane or as close as is practical.
• IMPORTANT: Due to variances of computer monitors & office printers, do NOT use this page as a guide for matching color. Use an up-to-date Pantone swatch book.

Typography

• The following font families have been selected to give a range of options based on availability and application, while maintaining a similar look and feel.
• For headline treatments Geometric Slabserif 703 BT Light Geometric Slabserif 703 BT Medium Geometric Slabserif 712 BT Bold Geometric Slabserif 712 BT Extra Bold
• For body copy, and all other text DIN Light DIN Regular DIN Medium DIN Bold Univers 47 Light Condensed Univers 47 Light Condensed Oblique Univers 57 Condensed Univers 57 Condensed Oblique Univers 67 Bold Condensed Univers 67 Bold Condensed Oblique Univers 45 Light Univers 45 Light Oblique Univers 55 Roman Univers 55 Oblique Univers 65 Bold Univers 65 Bold Oblique Univers 75 Black Univers 75 Black Univers 85 Extra Black Univers 85 Extra Black Oblique Univers 53 Extended Univers 53 Extended Oblique Univers 63 Bold Extended Univers 63 Bold Extended Oblique Univers 73 Black Extended Univers 73 Black Extended Oblique
• For when the recommended fonts are not available Calibri Light Calibri Regular Calibri Italic Calibri Bold Calibri Bold Italic Arial Regular Arial Bold Arial Black Arial Narrow Regular Arial Narrow Bold Arial Italic Arial Bold Italic Arial Narrow Italic Arial Narrow Bold Italic
• Font recommended for this zone is DIN.
• For tooling part numbers and product details DIN Light DIN Regular DIN Medium Eurostile Medium Eurostile Demi Eurostile Extended Univers 45 Light Univers 55 Roman Univers 65 Bold Arial Regular Arial Bold
• This can be placed using a simple, approved sans serif font from the list above.
• When an outlined font is absolutely necessary for production, use Eurostile Extended Black
• Type is flush right.
• MATCO Name: Geometric Slabserif Bold, 100% Black
• Title: Myriad Pro Regular, Myriad Pro Light, 80% Black
• Contact info: Myriad Pro Light, 100% Black
• Address, URL: 80% Black
• Lines: 0.75pt, 80% Black
• ALL CAPS, Arial or Calibri 100% Black
• Body of email: Arial or Calibri, 100% Black
• When addressing envelopes in-office using a computer, if recommended fonts are not avail­able (page 13), Arial should be used.
• Use recommended typefaces.
• Font: Calibri
• The preferred font for headlines is Geometric Slabserif 712 BT Extra Bold. The preferred font for body copy is DIN.

Logo Usage

• The Matco logo is a registered trademark of NMTC, Inc. and is a distinctive graphic representation of the company name. It may not be altered or manipulated in any other way aside from proportionately scaling the overall size.
• The type that makes up “MATCO TOOLS” within the logo is not a font that can be duplicated.
• The primary configuration [top of page) is the recommended first-choice. Should this option not work for a given application, acceptable secondary configurations [bottom of page) are shown.
• The hex can be used by itself provided that “Matco Tools” is referenced somewhere within the piece.
• A white field may be placed behind the eagle in situations where contrast of the blue and red is an issue [see next page).
• ABSOLUTE MINIMUM SIZE Hex must maintain a height of 0.11 as shown below:
• Note: The registered trademark is to be removed in cases where it becomes too small to distinguish, or too small in regards to production.
• Whether the reason is for simplification in a design or cost savings, the following are acceptable one-color options.
• Consistent use of Matco’s corporate colors helps to build brand recognition in everything from print materials to signage and fleet graphics.
• Pantone 293 C [Blue], 1795 C [Red] and Black are used as the baseline to which all color reproduction should be calibrated to.
• For printing on uncoated surfaces: Black, PMS 300 U, PMS 186 U.
• Matco’s Blue (PMS 293) is a competitive differentiator and should have a large role in any creative.
• Matco’s Red (PMS 1795) should be used to highlight points of interest and energize design.
• For a stronger and more refined look, Black and Deeper Grays should be used for background and accents.
• For a lighter and more open look, White, Light Grays and Silver should be used.
• Screens of colors for the logo
• Unapproved colors of the logo [refer to pages 8-9 for approved colors)
• Selectively changing parts of the logo to different colors
• Outlining the logo
• Stretching the logo
• Distorting the logo
• Boxing-in the logo
• Using a poor resolution [off the Web, for example) Extreme drop shadows
• Setting the black 3-color logo on a dark background
• Setting the white 3-color logo on a light background
• Replacing the text “MATCO TOOLS” with a substituted font
• Adding a dimension effect to the logo
• Orienting the logo vertically
• Arbitrarily resizing parts of the logo
• Applying special effects and graphic treatments
• Knocking the logo out of a busy image
• It’s important that the logo contrasts well with the background which it is placed on. Area of isolation is also key.
• If optimal contrast cannot be achieved when placing the 3-color logo into a given application, a field of white may be placed within the black hexagon border, behind the eagle.
• It is important to allow the Matco Tools logo to “breathe.” The fixed minimum area of isolation prevents any interference with the brand’s mark.
• The width of the opening in the letter “O” within “MATCO TOOLS” is used as the minimum area of isolation.
• The Matco logo must be at least 50% the relative size of the non-Matco brand.
• Appropriate area of isolation is kept:
• Maximum impact is achieved by proportionately extending the logo to the largest width possible without touching the edges.
• Here, the logo has been extended to the largest width possible without invading the area of isolation. This maximizes the impact of the brand while protecting the integrity of the logo.
• Textures & lighting is permitted. Please be sure to receive approval from the Marketing Communications representative.
• Whenever “Matco Tools” (or “Matco”] and the eagle hex are side by side, the eagle hex should be positioned to the right of “Matco Tools” (or “Matco”].
• For all applications, please contact your product manager for appropriate approvals.
• The registered trademark is to be removed in cases where it becomes too small to distinguish, or too difficult to produce clearly.
• When it is necessary to utilize a horizontal version of the Matco Tools logo, the baseline and height of “MATCO TOOLS” should align with the inner edge of the hex’s stroke, just as shown in the primary configuration.
• ABSOLUTE MINIMUM SIZE Hex must maintain a height of 0.11" as shown below:
• All effort should be made to give the main Matco Tools logo a proper area of isolation [see page 7).
• The Matco logo should be embossed on the case parenthesis maintaining area of isolation and proportions while scaling.

Tone And Messaging

• Every day our distributors build relationships with technicians -and they build trust. Their straight-forward, honest and friendly approach is a noted trait of our most trusted and successful Mateo distributors.
• The Mateo voice, or our written personality, should reflect this friendly, straightforward and honest approach. We want our brand’s voice to reflect this in our training materials, campaigns, product introductions and marketing materials.
• Simple, honest and to the point.
• This fragmented style should be integrated into headlines and call-out text whenever possible.

Brand Values

• This icon represents the excellence and dedication that Matco provides to each customer with our tools and service.
• Matco continues to provide premium quality tools that professionals can rely on to get the job done better and faster with outstanding service.
• We are committed to quality, professional tools, our competitive spirit, competitive pricing, outstanding service and the desire to win. We provide relevant innovation; innovation that matters in real world applications. We do all of that with a down-to­earth, relatable and honest approach.
• While our promise of quality, service and innovation remains the same, our brand mark is changing.

Visual Style

• The Mateo logo is a registered trademark of NMTC, Inc. and is a distinctive graphic representation of the company name. It may not be altered or manipulated in any other way aside from proportionately scaling the overall size.
• The type that makes up “MATCO TOOLS” within the logo is not a font that can be duplicated.
• The primary configuration [top of page) is the recommended first-choice. Should this option not work for a given application, acceptable secondary configurations [bottom of page) are shown.
• The hex can be used by itself provided that “Matco Tools” is referenced somewhere within the piece.
• A white field may be placed behind the eagle in situations where contrast of the blue and red is an issue [see next page).
• ABSOLUTE MINIMUM SIZE Hex must maintain a height of 0.11 as shown below:
• Note: The registered trademark is to be removed in cases where it becomes too small to distinguish, or too small in regards to production.
• Whether the reason is for simplification in a design or cost savings, the following are acceptable one-color options.
• Consistent use of Matco’s corporate colors helps to build brand recognition in everything from print materials to signage and fleet graphics.
• Pantone Matching System [PMS] is a commonly used system of color specifications. This is often referred to as a spot color. Mateo Tools’ primary colors Pantone 293 C [Bluel. 1795 C [Red] and Black are used as the baseline to which all color reproduction should be calibrated to.
• CMYK Cyan, magenta, yellow and black are the process inks that most often are used in printed materials. This printing process is commonly referred to as full-color or four-color process.
• RGB Red, green and blue are the hues for light, used in computer screens.
• HEX Hexidecimal code is designed for use in HTML, CSS and other web applications.
• For printing on uncoated surfaces: Black, PMS 300 U, PMS 186 U.
• Matco’s Blue (PMS 293) is a competitive differentiator and should have a large role in any creative.
• Matco’s Red (PMS 1795) should be used to highlight points of interest and energize design.
• For a stronger and more refined look, Black and Deeper Grays should be used for background and accents.
• For a lighter and more open look, White, Light Grays and Silver should be used.
• Screens of colors for the logo
• Unapproved colors of the logo [refer to pages 8-9 for approved colors)
• Selectively changing parts of the logo to different colors
• Outlining the logo
• Stretching the logo
• Distorting the logo
• Boxing-in the logo
• Using a poor resolution [off the Web, for example) Extreme drop shadows
• Setting the black 3-color logo on a dark background
• Setting the white 3-color logo on a light background
• Replacing the text “MATCO TOOLS” with a substituted font
• Adding a dimension effect to the logo
• Orienting the logo vertically
• Arbitrarily resizing parts of the logo
• Applying special effects and graphic treatments
• Knocking the logo out of a busy image
• It’s important that the logo contrasts well with the background which it is placed on. Area of isolation is also key.
• If optimal contrast cannot be achieved when placing the 3-color logo into a given application, a field of white may be placed within the black hexagon border, behind the eagle.
• It is important to allow the Mateo Tools logo to “breathe.” The fixed minimum area of isolation prevents any interference with the brand’s mark.
• Appropriate area of isolation is kept:
• Maximum impact is achieved by proportionately extending the logo to the largest width possible without touching the edges.
• Here, the logo has been extended to the largest width possible without invading the area of isolation. This maximizes the impact of the brand while protecting the integrity of the logo.
• When it comes to tooling, our match red color differs from the red found in our logo. This darker, muted crimson gives our tools a more industrial, rugged look and feel.
• The set of color tolerances above displays the Target Color and two limits that deviate from it by specified amounts in vibrancy and darkness. Ideally, the color being inspected should match the Target Color [Pantone 491 C). It must not deviate from the Target Color by more than the tolerance limits shown [Pantone 1815 C and 498 C).
• Comparisons should be made by a person with normal color vision under cool white fluorescent as the primary light source and Daylight 6500K as the secondary in a light booth with a neutral gray or white surrounding. The surface being inspected and the Tolerance Set must be on the same plane or as close as is practical.
• IMPORTANT: Due to variances of computer monitors & office printers, do NOT use this page as a guide for matching color. Use an up-to-date Pantone swatch book.
• Like the color of our tools, our products should be presented in a similar fashion in order to appropriately differentiate Mateo from its competitors.
• When it comes to casing, the grey color speaks to the rugged durability of our product, while contrasting nicely with both chrome & black tools.
• The Mateo logo should be embossed on the case parenthesis maintaining area of isolation and proportions while scaling.

Layout And Composition

• It is important to allow the Mateo Tools logo to “breathe.” The fixed minimum area of isolation prevents any interference with the brand’s mark.
• The width of the opening in the letter “O” within “MATCO TOOLS”
• Logo should be displayed prominently and adhere to the minimum area of isolation [see page 7).
• Logo width = 0.8912" Line widths = 2.1268" Text box underneath does not bleed into 0.125" margin. not exceed this. Type is flush right. Type is flush right. } 0.125" MATCO Name: Geometric Slabserif Bold, 00LS John Green J-100% Black Lines: 0.75pt, 80% Black VP Marketing and eBusiness Address, URL: 4403 Allen Road john.green@matcotools.com Title: Myriad Pro Regular, Myriad Pro Light, 80% Stow, Ohio 44224-1096 direct: 100% Black 330-926-5519 Black www.matcotools.com mobile: 330-926-5325 Contact info: Myriad Pro Light, fax: 100% Black 330-926-9065 7-] 0.125" Iµ Iµ 0.125" margin 0.125" around perimeter
• Logo width = 1.4" 0.5" top margin above the header 2" headersection: 4403 Allen Road Logo, address, URL, Stow, Ohio 44224-1096 Address, URL, phone: department or sender www.matcotools.com 80% Black 330-929-4949 MATCO Department or sender: T□0LS ALL CAPS, Arial or Calibri 100% Black Body of email: Arial or Calibri, 100% Black 0.5" bottom margin below the footer LJ y 0.5" minimum left margin 0.5" minimum right for body of letter margin for body of letter
• Logo width = 1.125" Text box below does not bleed into 0.125" margin. Type is flush right. 0.25" minimum left and top margin Stow, Ohio 44224-1096 www.matcotools.com Logo width = 1.3653" Text box below does not bleed into 0.125" margin. Type is flush right. 0.5" minimum left and top margin MATC□ TO0LS 4403 Allen Road Stow, Ohio 44224-1096 www.matcotools.com Place Stamp Here John Green Authorized Matco Tools Distributor MATCO 4403 Northwest Blvd. TO0LS Greenville, NC 44224-1096
• Use recommended typefaces. Graphics may be used, but may not interfere with the logo in the upper right corner of the page. If images need to be displayed large, they should not partially overlap the Mateo Tools logo or blue bar, or invade the area of isolation. Full-view slides are the exception in which no part of the template is visible, and the image being shown is extended to all four edges.
• MATCO TOOLS LOGO Logo should be displayed prominently and adhere to the minimum area of isolation [see page 7).
• Trademarked tagline, phone number and website should appear within.
• The Mateo eagle hex should be centered within the QR code. A white border, equal in thickness to the black hex border, should separate the hex from the scan pattern.
• Maximum impact is achieved by proportionately extending the logo to the largest width possible without touching the edges.
• Here, the logo has been extended to the largest width possible without invading the area of isolation. This maximizes the impact of the brand while protecting the integrity of the logo.
• Appropriate area of isolation is kept:
• When it comes to casing, the grey color speaks to the rugged durability of our product, while contrasting nicely with both chrome & black tools. The Mateo logo should be embossed on the case parenthesis maintaining area of isolation and proportions while scaling.

Packaging Design

• In the second half of 2011, Mateo introduced a fresh design to be applied to all Mateo packaging across the board. Legibility and consistency were two key areas improved upon. The new packaging artwork helps maintain and promote a consistent Mateo brand.
• Design tools, templates and guidelines for our packaging standards all can be found through Matco’s Supplier Connection.
• Questions and packaging layouts for approval can be addressed to packaging@matcotools.com.
• Email the packaging review team at packag ing@matcotoo ls. com
• Log-on to Supplier Connection

Branded Merchandise

• Mateo Tools offers a wide array of apparel and accessory product options. These come in a variety of forms and styles, and the branding ranges from reserved to trendy.
• While there is a degree of flexibility for our line of apparel and promotional items, it is important that these items reflect Matco’s brand image effectively.
• The words “MATCO TOOLS” may be given creative liberties for apparel purposes, but the eagle hex may not be altered or cluttered (e.g. it may not become part of a collage).
• Please contact your product manager for appropriate approvals.

Trade Dress

• Mateo Tools offers more than 13,000 products. These come in many forms and sizes and the branding is applied in a variety of application methods. No matter what the size or shape of the imprint area, all applications should reflect Matco’s brand mark effectively.
• Mateo Tools always prefers that the logo and the hex eagle appear together [see primary configuration, top of page). However, with the wide array of imprint areas, we recognize the issues this may cause. We offer several solutions, as outlined here [refer to the acceptable secondary configurations to the right).
• Whenever “Matco Tools” (or “Matco”] and the eagle hex are side by side, the eagle hex should be positioned to the right of “Matco Tools” (or “Matco”].
• For all applications, please contact your product manager for appropriate approvals.
• NOTE: The registered trademark is to be removed in cases where it becomes too small to distinguish, or too difficult to produce clearly.
• When it is necessary to utilize a horizontal version of the Mateo Tools logo, the baseline and height of “MATCO TOOLS” should align with the inner edge of the hex’s stroke, just as shown in the primary configuration.
• ABSOLUTE MINIMUM SIZE Hex must maintain a height of 0.11" as shown below:
• ACCEPTABLE FONTS TO USE FOR TOOLING PART NUMBERS AND PRODUCT DETAILS DIN Light DIN Regular DIN Medium Eurostile Medium Eurostile Demi Eurostile Extended Univers 45 Light Univers 55 Roman Univers 65 Bold Arial Regular Arial Bold
• Matco permits engraving “MADE IN USA” when applicable. USA should not have any periods between letters.
• This can be placed using a simple, approved sans serif font from the list above.
• All effort should be made to give the main Mateo Tools logo a proper area of isolation [see page 7).
• The color scheme shown on the right was carefully dictated in order to appropriately differentiate Mateo from its competitors while still reflecting Matco’s heritage.
• When it comes to tooling, our match red color differs from the red found in our logo. This darker, muted crimson gives our tools a more industrial, rugged look and feel.
• TOLERANCE 1815 C TARGET 491 C TOLERANCE 498 C
• The set of color tolerances above displays the Target Color and two limits that deviate from it by specified amounts in vibrancy and darkness. Ideally, the color being inspected should match the Target Color [Pantone 491 C). It must not deviate from the Target Color by more than the tolerance limits shown [Pantone 1815 C and 498 C).
• Comparisons should be made by a person with normal color vision under cool white fluorescent as the primary light source and Daylight 6500K as the secondary in a light booth with a neutral gray or white surrounding. The surface being inspected and the Tolerance Set must be on the same plane or as close as is practical.
• IMPORTANT: Due to variances of computer monitors & office printers, do NOT use this page as a guide for matching color. Use an up-to-date Pantone swatch book.
• Like the color of our tools, our products should be presented in a similar fashion in order to appropriately differentiate Mateo from its competitors.
• When it comes to casing, the grey color speaks to the rugged durability of our product, while contrasting nicely with both chrome & black tools.
• The Mateo logo should be embossed on the case parenthesis maintaining area of isolation and proportions while scaling.

Additional Properties