Cummins Brand Book

Brand Standards for Dealers Engines, Parts and Power Generation Products

Table of Contents Introduction . . . . . . . . . . . 3 Brand Basics . . . . . . . . . . 7 Your Dealership and the Cummins Brand . . . 21 Representing Multiple Brands . . . . . . 34 Contact Information . . . . . . . . .41 Brand Standards for Dealers 2

Introduction Assure Consistency . . . . . . . . . . .4 The Cummins Brand Strategy . . . . . . . .5 The Cummins Distribution Network . . . . . . 6 Brand Standards for Dealers 3

Assure Consistency The consistent representation of our brand is very important to assure that our customers will recognize Cummins’ presence and quality wherever they go to receive authorized support or buy Cummins products . The intent of this document is to provide Cummins brand standards for Cummins Dealers . Use this guide as a reference whenever you are developing communications for Cummins products or services, either hard copy or online, external or internal . By following these standards you will help to ensure the logo, typography, color palette and all visual elements While the Cummins’ brand is used are consistent and representative of the Cummins brand . represented by far more than just the logo, it is important to note the logo was designed Despite covering many aspects of the Cummins visual brand, there may be by the legendary 20th century cases when you have a question not answered within this guide . For those designer, Paul Rand. situations do not hesitate to contact the marketing and communication Rand famously said, “It is only representative in your region or a brand expert by sending a message to by association with a product, a service, a business, or info@brandingHQ .com, and we will be more than happy to support you . a corporation that a logo takes on any real meaning. It derives its meaning and A Dealer will also hold stock of Cummins promotional material, brochures and usefulness from the quality of data sheets of Cummins products . Your primary contact from Cummins will that which it symbolizes.” communicate to you when and where those materials can be ordered . Introduction 4

The Cummins Brand Strategy The Significance of Brand in Brand Promise the Global Marketplace The brand promise creates an expectation that must In a marketplace with multiple languages, cultures be fulfilled . A kept brand promise creates trust . and continents, a strong brand is more important than Ongoing trust in a brand is often referred to as brand ever . It must enable customers not only to identify equity . What is the promise made by the Cummins a brand in any language, but also to immediately brand? Customers buy Cummins products because grasp what sets a brand apart from its competitors . they need dependable power . They know that A strong brand attracts business opportunity in any we worry about the details so they can take care language . Cummins’ bold “red and black” branding of their business . Customer research has shown not only identifies the brand, it communicates power that being dependable is important . Therefore, and strength in the universal language of color . it makes good business sense for the Cummins brand to promise “dependability .” For our customers the message is simple, direct and relevant: “I am Cummins. You can depend on me.” Introduction 5

Brand Basics Logo Standards . . . . . . . . . . . . 8 Registered Trademark . . . . . . . . . . . 9 Control Field . . . . . . . . . . . . . . 10 Logo Lockups . . . . . . . . . . . . .11 Trademark Integrity . . . . . . . . . . . .14 Color Standards . . . . . . . . . . . 16 Use of Metal and Other Substrates . . . . . . . . .18 Typography . . . . . . . . . . . . 19 Logotype . . . . . . . . . . . . . . 20 Brand Standards for Dealers 7

Logo Standards The Cummins logo is the primary symbol used worldwide to represent our company, our products and our people . It is a valuable asset that must be protected . Our brand position is “dependability,” so it is very important to demonstrate consistency and quality in the way we use and display the Cummins logo on all external and internal materials . Cummins Brand Basics 8

Registered Trademark The Cummins logo is a registered trademark and In the small version, the Cummins logo is not changed, must include the registration symbol whenever but the registration mark is twice as large as the possible to prohibit use of the logo by unauthorized standard version . The size of the registration mark parties . In the standard version, the size of the equals the height of the lower-case letters . The 1 registration mark is / the height of the lower-case registration mark may only be removed when it 2 letters in the word “Cummins .” A second version is too small to be reproduced . When using the of the logo/registration mark relationship has been small version for printed materials, a maximum created for small applications and challenging size of 1" or 25 mm is allowed . For high-quality reproduction methods such as embroidery . offset and digital printing such as brochures, the smaller version should never be used . X Y Maximum height of 1" or 25 mm. 1 / X Y 2 STANDARD VERSION SMALL VERSION Use ONLY for challenging reproduction methods. Cummins Brand Basics 9

Control Field A minimum clear space must be maintained around the Cummins logo and the business unit lockup. Type and other graphic elements that are not part of the background cannot enter the control field. The control field is the distance equal 1 to / of the space between the two legs of the 2 logo around all sides of the logo and lockup. 1 The control field is the distance equal to / of the space 2 between the two legs of the logo around all sides of the logo and lockup. While the control field must always be maintained in all applications of the Cummins logo, the control field is especially important for applications that require promotional copy to be grouped closely with the Cummins logo within limited spaces. Items such as wall decor, banners, trade show bags, wearables, promotional items, print advertising and web banners are examples of collateral where the Cummins logo might be placed in close proximity with copy or other design elements. The control field in use on a trade show bag. Cummins Brand Basics 10

Logo Lockups Proximity Level 1 Proximity level 1 is a space equal to the distance of one leg of the Cummins logo. The closest allowable distance for type to be stacked to the right of the logo is the distance reserved for official Cummins business units and distributor lockups. PPrroximity level 1 equals oximity level 1 equals the distance of one leg the distance of one leg Type stacked directly to the right of the Cummins of the Cummins logoof the Cummins logo logo in close proximity is not permitted, with exceptions only for facility signage where space limitations and readability are factors and for applications such as data plates or engine badges that must fit into a very small space. Proximity level 1 is reserved exclusively for Cummins business units and distributors Cummins Brand Basics 11

Logo Lockups (cont .) Proximity Level 2 Proximity level 2 is a space equal to the full height of the Cummins logo . This proximity is used for entities that are not an official Cummins business unit or distributor such as corporate departments . Proximity level 2 type stacked to the right of the Proximity level 2 equals Cummins logo should align with the top of the logo . the full height of the Cummins logo Proximity level 2 type should align with the top of the logo Cummins Brand Basics 12

Logo Lockups (cont .) Proximity Level 3 When pairing text such as corporate departments, Human digital resources, or external entities such as Resources dealership names/logos, positioning items to the left of the Cummins logo is preferable . The preferred minimum distance should be three widths of the Cummins logo . This distance is defined as Proximity Level 3 and applies OneSource Human Capital Management System to internal names in order to avoid the appearance of a lockup similar to business units and distributors . The item may be placed to the right of the Cummins DEALER NAME logo only when required to fit existing formats OR LOGO structured to display the Cummins logo on the left. The two may only appear closer to each other if extremely small size restrictions require it, such as small advertising or signage space. More information on displaying the Cummins Proximity level 3 refers to the logo in conjunction with a dealer name preferred minimum distance or logo can be found on page 22. of 3x the logo width. Cummins Brand Basics 13

Trademark Integrity DO NOT condense, stretch, reshape, add to or alter the logo or lockup in any way . NO! Do not use the logo or lockup in an outline form or fill with a pattern or color . NO! Do not fill the type in the logo with a color different from the background . NO! Cummins Brand Basics 14

Trademark Integrity (cont.) DO NOT use the logo or lockup in a See your sentence or as the letter “C” in a word. distributor, today. NO! Do not allow other graphic shapes to touch or overlap the logo or lockup. Parts NO! NO! Never add a box or other shape around the logo. The logo itself does not include a background and must not appear to. NO! NO! NO! Cummins Brand Basics 15

Color Standards The Cummins color palette consists of Cummins Red Cummins color palette (Pantone 485), black and white . In order to build a strong association with the color palette, we must use the color boldly, consistently and frequently . Cummins Red White Black Pantone 485 CMYK 0 100 91 0 CMYK 0 0 0 0 CMYK 0 0 0 100 RGB 238 46 36 RGB 255 255 255 RGB 0 0 0 Hex #EE2E24 Hex #FFFFFF Hex #000000 The Cummins logo may be printed in black or white but cannot be printed red . Use black YES! when the logo appears on a light background . Conversely, use white when the logo appears on a dark background . The logo cannot be reproduced in blue as it has been in the past . NO! Cummins Brand Basics 16

Color Standards Cummins Red (Pantone 485) is the primary color for backgrounds and for business units and distributor names used with the Cummins logo. White on red provides better contrast between the logo and background than black on red. This is the preferred color combination for most applications. White on black provides maximum contrast between the logo and background. This is a secondary color combination. White is the base for most printed materials. As such, the black logo on white background is also acceptable. This is a practical color combination. If printing in color, the business unit or distributor name should appear in Cummins Red. Cummins Brand Basics 17

Use of Metal and Other Substrates Metal has an inherent beauty that suggests strength and dependability and may be used to render the Cummins logo without the use of additional color . Metallic applications include cab plates, grille badges, product badges and decals, belt buckles, lapel pins and commemorative coins . When using metallic finishes, silver is preferred over gold, brass, copper or bronze . Plastic made to look like metal and other reproduction methods that appear metallic is also acceptable . Acceptable methods for rendering the logo are etching on glass or stone, embossing or debossing leather, and etching or carving the logo into stone or wood . Creating the logo in flowers, ice, chocolate or other food is not prohibited . Cummins Brand Basics 18

Typography Helvetica is the approved type family for use on all Cummins materials . The Helvetica Neue family is shown below in seven weights . Helvetica Neue 95 Black Helvetica Neue 85 Heavy Helvetica Neue 75 Bold Helvetica Neue 65 Medium Helvetica Neue 55 Roman Helvetica Neue 45 Light Helvetica Neue 35 Thin Other Helvetica versions such as condensed, compressed, extended, inserat and italic are available and approved for use as needed . Cummins Brand Basics 19

Logotype The Cummins logotype, which consists only of type, is rarely used and may only be used in extreme cases where the Cummins logo cannot be reproduced legibly . In particular, applications where 1 1 the size is smaller than / inch or 6 / millimeters 4 2 in height . Other acceptable uses of the logotype are on short, wide signs where the Cummins logo will not be readable from a distance and small narrow items such as pencils where proper reproduction of the Cummins logo is not possible . NO! NO! The Cummins logotype and logo should never be used together. Cummins Brand Basics 20

Your Dealership and the Cummins Brand The Value of Co-branding . . . . . . . 22 Presentation . . . . . . . . . . . 23 Applications Signage . . . . . . . . . . . . 24 Certified Dealers Signage . . . . . . . . . 25 Vehicles . . . . . . . . . . . . 28 Uniforms . . . . . . . . . . . . 29 Business Cards . . . . . . . . . . 31 Advertising . . . . . . . . . . . 32 Brand Standards for Dealers 21

The Value of Co-branding While your business may work with many suppliers, there are often advantages to representing your dealership brand in conjunction with the Cummins brand . This co-branding approach allows you to leverage the equity of the Cummins brand for promoting custom service lines and selling genuine Cummins products . DEALER NAME Co-Branding OR LOGO Co-Branding is used when signage, advertisements, and other communication collateral is limited to featuring only your dealership brand and the Cummins brand. Your Dealership and the Cummins Brand 22

Presentation Proximity Orientation When co-branding with Cummins, the preferred Positioning your dealership brand identification minimum distance between the Cummins logo to the left of the Cummins logo is preferred . and your dealership brand identification should The item may be placed to the right of the Cummins be three widths of the Cummins logo . logo only when required to fit existing formats structured The two may only appear closer to each other if to display the dealership brand on the right. extremely small size restrictions require it, such as small advertising or signage space. DEALER NAME Proximity level 3 refers to the OR LOGO preferred minimum distance of 3x the logo width. Your Dealership and the Cummins Brand 23

Co-branding on Vehicles Dealerships may use the Cummins logo in conjunction with their own branding on company vehicles. Please be sure to maintain the Proximity Level 3 spacing whenever possible. Refer to page 37 DEALER NAME for representing multiple brands on your fleet vehicles. OR LOGO Use a black Cummins logo on light-colored vehicles, and a white Cummins logo on dark- colored vehicles. Black and white are the only permitted colors for the Cummins logo. Cummins logo sizing on vehicles Maximum size: 30 in height Minimum size: 10 in height Your Dealership and the Cummins Brand 28

Co-branding on Uniforms Representing the Cummins brand on uniforms along with your dealership brand is an excellent way to reinforce your connection with Cummins quality through your employee apparel . The same Proximity Level 3 guide applies . In DEALER NAME OR LOGO addition, the Cummins logo should appear on the right side (left breast) whenever possible . The Cummins logo should appear on the right side (left breast) whenever possible. Remember, the Cummins logo may only be reproduced in black or white . The Cummins logo in red is NOT permitted (see page 16 for more details) . Your Dealership and the Cummins Brand 29

Co-branding on Uniforms (cont .) Logo size and placement The approved logo size for the Cummins logo applied to shirts, jackets, sweaters and vests 1 is 1 / in (31 mm) . The Cummins logo size is 4 consistent for all shirt sizes, male and female . The Cummins logo is embroidered on the left breast, centered over the pocket with the top of the logo 1 2 / in (56 mm) above the top of the pocket . 4 Personalized uniforms For uniforms personalized with both dealership identification and the employees name, the Cummins logo must remain isolated on the left breast . All dealership and employee information may be placed on the right breast . Get the approval of your Marketing and Communication contact in your region in case you decide to develop any uniform with Cummins logo . Otherwise you can address your questions to our brand experts info@brandingHQ .com Your Dealership and the Cummins Brand 30

Co-branding on Business Cards The use of the Cummins logo on business cards is optional for dealers . Alternative to the logo, 3 / " 8 dealerships can mention they are an authorized dealer, or a certified dealer if it is the case . In 11/ " case the dealer represents Cummins engines and DIESEL INC. 16 Power Generation products, the logo to be used John Smith General Manager 7 / " is only the primary Cummins logo . Never use the 16 Power Generation logo lockup and the primary 123 Address St . Anytown, USA Cummins logo side by side . The specifications for (987) 654-3210 applying the logo to your business cards are: john@webaddress .com The Cummins logo prints solid black . The logo 7 11 size is / in tall and / in from the top trim . The 16 16 size may not be altered . The top edge of the logo aligns with the address copy to the right . DIESEL INC. AN AUTHORIZED CUMMINS DEALER John Smith General Manager 123 Address St . Anytown, USA (987) 654-3210 john@webaddress .com Your Dealership and the Cummins Brand 31

Co-branding in Advertising Dealerships may wish to promote their status as a DEALER NAME Cummins certified dealer in print advertisements . OR LOGO When creating advertisements, the Cummins logo may be added to your own artwork, or you may add your logo to a Cummins-branded advertisement . Dealership message, images, call-to-action Adding the Cummins logo Dealership message, images, call-to-action In cases where the dealer is creating their own artwork and wants to use the Cummins logo, the use of Cummins logo standards must DEALER NAME be followed . This includes maintaining the OR LOGO appropriate minimum clear space around the logo . See page 10 for necessary details . See next page for Cummins-branded advertising . Your Dealership and the Cummins Brand 32

Co-branding in Advertising (cont .) Adding your logo to a Cummins advertisement Dealers may elect to use pre-created advertisement templates that match the common advertising format that has been developed for Cummins Message, images, business units and distributors . In most call-to-action cases, dealer may add their logo and contact information into pre-formatted artwork . There are guidelines for using these Cummins branded templates . Dealers should work with DEALER NAME OR LOGO, AND their local Cummins distributor to develop any CONTACT INFO advertisement utilizing this format to ensure standard proportions and logo placement is correct . Your Dealership and the Cummins Brand 33

Representing Multiple Brands Multi-Branding with Cummins . . . . . . 35 Applications Signage . . . . . . . . . . . . 36 Vehicles . . . . . . . . . . . . 37 Uniforms . . . . . . . . . . . . 38 Business Cards . . . . . . . . . . 39 Advertising . . . . . . . . . . . 40 Brand Standards for Dealers 34

Multi-Branding with Cummins As a dealership that sells and represents multiple size to the other logos . In addition, other logos or manufacturers, it will often be necessary to present type placed beside the Cummins logo, on either the Cummins logo along with several others (including side, must be a full Cummins logo width away . Other your own logo) . Cummins recommends you display logos or type placed above or below the Cummins the various manufacturers’ logos in a grid, and logo must be kept at a distance from the Cummins requires the Cummins logo to be of relatively equal logo equal to the width of one leg of the logo . OTHER OTHER OTHER MFR. LOGO MFR. LOGO MFR. LOGO DEALER NAME OTHER OTHER OR LOGO MFR. LOGO MFR. LOGO OTHER OTHER OTHER MFR. LOGO MFR. LOGO MFR. LOGO When multi-branding with Cummins, leave space on either side of the logo equal to the width of the logo, and space above and below the logo equal to the width of one leg of the Cummins logo. Multi-Branding with Cummins 35

Multi-Branding on Vehicles Dealerships often desire to display the many brands they service on their fleet vehicles. As with other multi-branding situations, Cummins OTHER OTHER requires the logo be given appropriate clear space MFR. LOGO MFR. LOGO DEALER NAME OR LOGO OTHER OTHER OTHER as defined on page 35 and be sized equally to MFR. LOGO MFR. LOGO MFR. LOGO other manufacturers’ logo. Get the approval of your Marketing and Communication contact in your region in case you decide to apply the Cummins logo to your dealership’s vehicles. Otherwise you can address your questions to our brand experts info@brandingHQ.com. Cummins logo sizing on vehicles Maximum size: 30 in height Minimum size: 10 in height Multi-Branding with Cummins 37

Multi-Branding on Uniforms Due to limited space on uniforms, Cummins strongly discourages the use of more than one manufacturer’s logo on your dealership’s uniforms . See page 29 for guidelines on adding the Cummins logo to your uniforms . Get the approval of your Marketing and Communication contact in your region in case you decide to develop any uniform with Cummins logo . Otherwise you can address your questions to our brand experts info@brandingHQ .com Multi-Branding with Cummins 38

Multi-Branding on Business Cards The use of the Cummins logo on business cards is optional for dealers . Alternative to the logo, dealerships can mention they are an authorized dealer, or a certified dealer if it is the case . A multi-brand dealer may include other logos on the business card, as long as minimum standard space is maintained as defined on page 35 . back DIESEL INC. John Smith General Manager 123 Address St . Anytown, USA (987) 654-3210 john@webaddress .com front Multi-Branding with Cummins 39

Multi-branding in Advertising While Cummins doesn’t allow other manufacturers’ OTHER OTHER MFR. LOGO MFR. LOGO DEALER NAME OR LOGO logos to be added to Cummins-branded OTHER OTHER OTHER MFR. LOGO MFR. LOGO MFR. LOGO advertisements, it is permissible to add the Cummins logo alongside other logos on dealer-branded advertisements . Cummins only requires the logo be Dealership message, images, given appropriate clear space as defined on page 35 call-to-action and be sized equally to other manufacturers’ logo . Dealership message, images, call-to-action OTHER OTHER MFR. LOGO MFR. LOGO DEALER NAME OR LOGO OTHER OTHER OTHER MFR. LOGO MFR. LOGO MFR. LOGO Multi-Branding with Cummins 40

Contact Information Despite covering many aspects of the Cummins visual brand, there may be cases when you have a question not answered within this guide . For those situations, please contact your local Cummins distributor for specific branding inquiries . Cummins brand experts can also be reached by sending a message to info@brandingHQ.com Brand Standards for Dealers 41