Introduction // 2 Why a Brand Needs a Guide. Brands are the embodiment – the tangible expression – of who a company is, what it stands for, and why. It should tell the story of why it ’ s in business, why it serves the customers it does, and why its employees can be proud. The Shyft Group brand identity is just that. It is the tangible expression of all that we stand for. It embodies what we do, how we do it, and why we ’ re a trusted partner to customers, dealers, suppliers, shareholders, and our employees. Brands, however, can sometimes be difficult to explain and somewhat nuanced. This brand guide will help. It will serve as both a quick reference guide and a more in-depth glossary to illustrate the rules behind how The Shyft Group expresses itself as a brand, from both a creative and copywriting standpoint, and why it matters. In this guide, you will find useful items such as: how and when to use The Shyft Group logo ( s ) , an elevator pitch designed to help you describe who we are and what we do, our mission, vision, and values, and more. A carefully managed and well-implemented brand identity system helps ensure a unified and consistent brand impression. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Along with the logo, wordmark, typography, color palette, and other visual elements, specific directions are included to help you manage externally- and internally-facing marketing and communications materials. By accurately and consistently implementing this brand identity system, you protect the equity of The Shyft Group brand and make the brand positioning stronger.