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