Case Construction

Equipment

©2008 CNH America LLC. Case is a registered trademark of CNH America LLC. All rights reserved
Case Construction
®

Equipment

©2008 CNH America LLC. All rights reserved

Case is a registered trademark of CNH America LLC.
Table of contents Identity System

1.0 Case Identity System Overview 6.0 Case Photography

1.1 Why we care 6.1 Photographic resources and choices
1.2 Corporate identity, product identity and the brand mark 6.2 Colour is key
6.3 Treatment of photos
2.0 Case Brand Mark
2.1 Brand mark overview 7.0 Case Brand Communications Materials
2.2 Brand mark clear space 7.1 Complementary graphic elements
2.3 Minimum brand mark sizing 7.2 Application of Power Arc header and footer
2.4 Applying the brand mark 7.3 Application samples
7.4 Product literature
3.0 Case Colour Guide 7.5 Corporate stationery
3.1 Colour specifications 7.6 Distributor stationery
7.7 Web sites
4.0 Case Typography 7.8 PowerPoint
4.1 The Helvetica Neue family
4.2 Typography guidelines 8.0 Case Legacy
4.3 Typography formatting examples 8.1 Case history
8.2 Old Abe
5.0 Case Dealer Graphics
5.1 Signage 9.0 Case Customers
5.2 Fleet graphics 9.1 Our customers
5.3 Flags
1.0 Case
Identity System
Overview
1.1 Why we care
1.2 Corporate identity, product identity and the brand mark

6
 1.0 Case Identity System Overview Identity System

1.1 Why we care

Brands like Coca-Cola and McDonald’s are among the most valuable trademarks in the Unlike Coca-Cola, Case Construction Equipment is not a consumer brand and, therefore, is not
world. Why? Because they’re recognised instantly nearly everywhere on Earth. likely to achieve the same universal brand recognition as Coke or McDonald’s. However, it is just as
They consistently represent the same idea to everyone. important that Case consistently portrays our brand to all of our customers and other constituents in
the global markets we serve.

Our brand identity is our global calling card. When someone sees a Case machine — whether in
France, Brazil or China — it should immediately convey the image of strength, quality, durability
and reliability. Even before the engine is started! Just as a flag represents a country, the Case brand
mark represents our brand.

It’s important for our customers to feel the same sense of pride and enthusiasm for the Case brand
that we feel as employees and representatives of Case. We can help create and sustain that sense
of pride by making sure we protect our brand identity and use it consistently in every representation
of our company, products and services.

7 8
 1.0 Case Identity System Overview
By observing and enforcing our brand identity guidelines, we can help ensure that our brand is
portrayed consistently in every application around the globe. In this way, we reinforce the positive
messages we want associated with the brand — the exciting promise of profitable productivity
delivered by Case — our people, our equipment, our dealers. Consistency in every use of the Case
brand mark, typography and graphics helps us positively represent the value and essence of the
Case brand. Every time.
Our brand assets:
• Provide immediate recognition for our company and products
• Clearly reflect our unique, differentiated identity
• Convey trust and credibility
• Express a promise of satisfaction
We created this guide to help you understand and follow a straightforward set of rules that define
the visual representation of the Case brand. By following these guidelines, you will ensure a
consistent, professional representation of a dynamic brand and company with an exciting mission
and a clear identity.
9 10
Identity System
1.2 Corporate identity, product identity and
the brand mark
Our company is Case Construction Equipment Inc.
When speaking of the company, we should always refer in first usage to either
“Case Construction Equipment,” or “Case Construction Equipment Inc,” which is the legal entity.
In subsequent references to the company, we may refer simply to “Case.” There is no entity called
“Case Construction,” nor is there an entity called “Case CE.” Do not refer to the company in this manner.
The products our company sells are Case construction equipment or Case equipment.
Note that, when referring to machines vs. the company, “construction equipment” is not capitalised.
Also note that, when referring to individual products or product lines, we need to protect the
Case brand trademark. We do this by observing the following guidelines.
• The brand trademark may be set off in capital letters (CASE), though this is not required.
• The Case brand is a registered trademark of Case Construction Equipment Inc.
In the first text reference in a document or on a page spread, “Case” should be followed
by a registration mark or ®.
• The brand trademark is always used as an adjective or modifier to describe a noun, so we say,
“We sell Case excavators, Case wheel loaders and other Case equipment.”
We do not say, “We sell Case.”
When referring to the company, it is not necessary to use the ®.
 2.0 Case Brand Mark
2.1 Brand mark overview
2.2 Brand mark clear space
2.3 Minimum brand mark sizing
2.4 Applying the brand mark

11 12
 2.0 Case Brand Mark Identity System

2.1 Brand mark overview 2.2 Brand mark clear space

The Case brand mark symbolises power, durability and reliability. It represents our The brand mark requires a specific minimum amount of “clear space” around it to keep it free of
brand essence and promise. visual distractions from elements such as photography, headlines, copy and other graphics. This is
true in electronic, as well as print applications.

With X being equal to the height of the blaze, the minimum clear space above, below and to either
side of the brand mark is 1X from the topmost, bottommost, furthest left and furthest right points
of the brand mark. Whenever possible, provide additional clear space for the brand mark.

When using the reverse image of the brand mark, the background area must be at least the size
of the minimum clear space. Ideally, when reversed, the background should appear as a band that
bleeds off the edges of the page.

As shown here, the minimum

amount of “clear space” is
measured in units of “X,”
where “X” is the height of the
brand mark’s blaze.
The brand mark includes the distinctive Case letterform logo with the word “construction” in
clear typography within a graphic element known as the “Case blaze.”

As a proprietary trademark, the brand mark should never be redrawn or created from generic
typography. Using the brand mark in strict observance of our guidelines will protect the brand’s
visual clarity.

Note that the current Case brand mark is not identical to the previous Case brand mark. Do not substitute the
previous Case brand mark for the Case brand mark with the word “construction” added.

13 14
 2.0 Case Brand Mark Identity System

2.3 Minimum brand mark sizing
For the word “construction” to be readable within the blaze of the Case brand mark, the minimum
reproduction size is 2.54 cm x 0.85 cm for print applications (1.0 x 0.333 inches) and 150 x 50 pixels
for electronic applications. Whenever possible, design materials so that the brand mark is large
enough to accommodate the word “construction.”
2.4 Applying the brand mark
The brand mark incorporates two colours—Power Tan and black. On materials that will be printed
in more than one colour, you must use a colour version of the brand mark. The colour version may
appear in positive form on white or in reverse treatment on a field of Carbon Gray. Section 3.0 of
this guide provides the formulas for Power Tan and Carbon Gray.

When materials will appear in black and white only, the brand mark may be printed in black or
reversed in white on black. In addition, when the brand mark will appear on merchandise or clothing
0.85cm / 0.333" on a colour other than black, white, Carbon Gray or light to medium blue, it should be presented in
its positive black-and-white form, or reverse, all white form.
2.54cm / 1.0"
Minimum brand mark size
Black

The brand mark may appear without the word “construction” only under
Positive, colour treatment Positive, black and white treatment
the following conditions:
• The dimensions of a particular application require that the brand mark appear smaller than the
minimum reproducible size. Carbon Gray
• The method or material in which the brand mark is being produced (e.g., embroidery or White
embossing) makes it difficult to read the letters.
Black
• The brand mark appears in one colour (black or white) against a background colour other than
black, white or Carbon Gray.
Note that the current Case brand mark is not identical to the previous Case brand mark. Do not substitute the Reverse, colour treatment Reverse, all white treatment
previous Case brand mark for the Case brand mark with the word “construction” added.

15 16
 2.0 Case Brand Mark Identity System

Colour version When production processes for merchandise make it impossible to use the colour version of the logo
For merchandise use, colour versions of the brand mark may appear on black, white, Carbon Gray and the brand mark is reproduced on non-white, dark-coloured materials, such as dark shades of
or light to medium blue colours. wood or leather, it may appear in its white form with the word “construction” in black.

Black-and-white version
When production processes for merchandise make it impossible to use the colour version of the logo
and the brand mark is reproduced on non-white, light-coloured materials, such as fabric, it should
appear in its black form, with the word “construction” in white.
Note the background colour should never show through the letters that say “construction.”

17 18
 2.0 Case Brand Mark Identity System

Old Abe version
For certain very specific applications, we may use the Old Abe version of the Case brand mark.
The Old Abe version of the Case brand mark is to be used exclusively in the following applications:
• As a part of the “sign-off” or back page on Case literature, where it is to appear in the context
of the Case Power Arc as shown here.
• By itself on merchandise or wearables.

Notes regarding the Old Abe version of the brand mark

This version of the brand mark includes a contemporary rendering of the historic Case eagle mascot,
Old Abe, perched on a globe, which appears behind the Case brand mark. The Old Abe version of
the brand mark represents the only instance when it is acceptable to place an image within the
usual clear-space requirements of the Case brand mark.
As shown here, the minimum
amount of “clear space” is
measured in units of “X,”
where “X” is the height of the
brand mark’s blaze.
• Do not separate elements of the Old Abe version of the brand mark. In other words, always
show the eagle, globe and Case brand mark together as they appear here.
• Every eagle is not Old Abe. Do not substitute other eagle imagery for the contemporary
Old Abe version of the Case brand mark.
• The historic Old Abe eagle-and-globe artwork that dates to 1865 may be displayed in the
context of historical descriptions.
• The Old Abe version of the brand mark is never to be used as a substitute for the current
Case brand mark.
• Remember that the Case brand mark within the Old Abe treatment must meet minimum size
requirements as outlined on page 15.
• As with the reverse version of the Case brand mark, the Old Abe version should be used only
on black or white, unless producing merchandise.

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 2.0 Case Brand Mark Identity System

Don’ts
1. Don’t stretch or scale the brand mark horizontally or vertically, or otherwise
distort the brand mark.
2. Don’t outline the brand mark.
3. Don’t outline the brand mark in any colour.
4. Don’t use the brand mark without the word “construction” in the blaze, except as
noted in section 2.3.
5. Don’t place the colour version of the brand mark on backgrounds that
are not white or Carbon Gray.
6. Don’t place the brand mark on a division of colours.
7. Don’t place the brand mark on a photo or other busy backgrounds.
8. Don’t convert colour versions of the brand mark to grayscale. Instead use a black and white
version of the brand mark.
9. Don’t apply tag lines within brand mark clear space.
10. Don’t enclose the brand mark in an unapproved outline or shape.
11. Don’t angle the brand mark.
12. Don’t apply any colour other than Power Tan to the blaze.
13. Don’t apply any colour other than black to the word “CONSTRUCTION” in the colour
versions of the brand mark.
14. Don’t use the brand mark as a substitute for copy in a sentence or headline.
15. Don’t combine the Case brand mark with other logos.

21 22
 3.0 Case Colour Guide
3.1 Colour specifications

23 24
 3.0 Case Colour Guide Identity System

3.1 Colour specifications
Colour is an important part of the Case Construction Equipment visual brand identity system.
Colour connects emotionally with our audiences. It can produce a positive response when used
correctly in a communications piece. If used incorrectly, it can reduce message comprehension and
create an undesirable emotional tone.
Power Tan and Carbon Gray are primarily used in the design elements at the top and/or bottom of
the page and as accent colours. White is the preferred, dominant background colour. Power Tan
should be used at full strength in the brand mark and when used as a graphic element, such as a
rule. A 65-percent screen of Power Tan is acceptable as a background for text boxes used to
call out select information.

The Case colour palette includes Power Tan, which is the colour of the blaze in the Case brand
mark; black, the colour of the letters in the Case brand mark, Carbon Gray and white. Use the 100% Carbon Gray
formulas here for reproducing these brand colours. CMYK formulas are for print applications.
RGB formulas are for onscreen applications. 100% Power Tan

Power Tan Carbon Gray

65% Power Tan

Pantone 145 Pantone 426
RAL 060 6070 (subject to visual inspection) RAL 9011 (subject to visual inspection)
CMYK = C0 M47 Y100 K8 CMYK = C91 M74 Y51 K93
RGB = R229 G142 B26 RGB = R25 G29 B31
LAB = L60.305 A22.292 B39.045 HEX = #000000
HEX = #E58E1A
White Black

Carbon Gray should always be applied at full strength.

RAL 9010 (subject to visual inspection) RAL 9005 (subject to visual inspection)
CMYK = C0 M0 Y0 K0 CMYK = C75 M68 Y67 K90
RGB = R255 G255 B255 RGB = R0 G0 B0
HEX = #FFFFFF HEX = #000000
Note that orange and yellow are not acceptable substitutes for Power Tan. When selecting balloons, linens or
other items that may not be available in an exact match, it is better to use Carbon Gray or black than a colour
that is not close to Power Tan.

25 26
 4.0 Case Typography
4.1 The Helvetica Neue family
4.2 Typography guidelines
4.3 Typography formatting examples

27 28
 4.0 Case Typography
4.1 The Helvetica Neue family
Type is a key part of our visual identity. Select type faces from the Helvetica Neue family make up
the Case typographic system.
Helvetica Neue Condensed
Helvetica Neue Condensed Oblique
Helvetica Neue Medium Condensed Oblique
Helvetica Neue Bold Condensed
Helvetica Neue Roman
Helvetica Neue Bold
Helvetica Neue Black Extended
55 Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
56 Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
57 Condensed Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Note that, in inter-office communication, such as e-mail, Microsoft Word documents, and Power Point
presentations, default Helvetica or Arial are acceptable substitutes for Helvetica Neue.
29
75 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
67 Medium Condensed Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
77 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
93 Black Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Identity System
4.2 Typography guidelines
• Use standard letter spacing—tracking set at 0.
• Use standard type sizes—body 10-point Helvetica Neue condensed, headings 20-point Helvetica
Neue bold condensed, subheadings 14-point Helvetica Neue bold condensed.
• Use standard leading—set at 120 percent of the type’s point size or “auto.”
• Use a full line space between paragraphs.
• At least a full line space should be used before headings and subheads so they
appear grouped with the appropriate information (see example for clarification).
• Consistent line spacing after headings and subheads is also acceptable.
• Spacing after subheads must be 0.0625 or 1/16".
• Do not alter or distort the Case fonts in any way – e.g., stretching, condensing or outlining.
• Avoid using drop shadows with typography.
• All type should be clearly legible at a glance.
• Maintain sufficient contrast when placing type against a colour or
photographic background.
• Use type in standard orientations; avoid using unusual, angled or curved text.
(PowerPoint users note: Just because you can does not mean you should.)
• Type should follow a flush-left format. Centered type may be used on a limited
basis in charts and graphs, and certain exceptions may be made for emphasis or
effect, particularly in advertising.
30
 4.0 Case Typography Identity System

4.3 Typography formatting examples

Sample text header
Consectetuer adipiscing elit. Integer felis sapien, egestas at, rhoncus pharetra, pulvinar in, orci.
Vivamus sapien lectus, hendrerit vel, blandit nec, molestie et, tellus. Morbi libero. Mauris nisl nibh,
dictum ac, imperdiet non, pellentesque sit amet, velit.

Sample subhead
Consectetuer adipiscing elit. Integer felis sapien, egestas at, rhoncus pharetra, pulvinar in, orci.
Vivamus sapien lectus, hendrerit vel, blandit nec, molestie et, tellus. Morbi libero. Mauris nisl
nibh, dictum ac, imperdiet non, pellentesque sit amet, velit. Ut nulla enim, tempus quis, viverra id,
fringilla pulvinar, nunc. Donec quis diam. Proin eu magna eu tortor porttitor laoreet. In hendrerit,
enim non vestibulum tempor, libero dui volutpat nunc, nec malesuada metus enim vel enim.
Vestibulum rutrum fermentum purus.

Sample subhead
Nisl tortor porta magna, suscipit rhoncus pede dui ac massa. Etiam dictum dolor non orci.
Phasellus in risus. Suspendisse in libero. Aliquam erat volutpat. Fusce egestas aliquet lectus.
Donec lobortis auctor tellus. Curabitur in diam in lacus consequat mollis.

Nisl tortor porta magna, suscipit rhoncus pede dui ac massa. Etiam dictum dolor non orci.
Phasellus in risus. Suspendisse in libero. Aliquam erat volutpat. Fusce egestas aliquet lectus.
Donec lobortis auctor tellus. Curabitur in diam in lacus consequat mollis.

31 32
 5.0 Case
Dealer Graphics
5.1 Signage
5.2 Fleet graphics

33 34
 5.0 Case Dealer Graphics Identity System

6x 12x
Case Logo Centered

5.1 Signage 0.50x

Case dealer signage is designed to provide a consistent appearance among Case dealerships by 7x 6x
Case Logo
Centered
presenting the Case brand mark in the correct colours and proportion and with the minimum clear x

space around it. Available exterior signage includes pole signs and building graphics.
0.50x

Radius 0.20x
3x
Radius 0.20x

Distributor Name 1.70x

7x

1/3x

Length Varies

Overall Fascial Length

5A 1/2A

1x

Distributor Name

83.82cm

1/2A
33”
A
x
1x

1x 2A 1x 0-70 Lineal Feet

(0-21 Meters)

5A 1/2A

1x

114.3cm Distributor Name

1/2A
A 45”
x
1x
1x 1x
2A 70-100 Lineal Feet
(21-30.48 Meters)

5A 1/2A

1x

Distributor Name
144.78cm

1/2A
A
57”

x
1x
1x 1x
2A 100+ Lineal Feet
(30.48+Meters)

All measurements represent the visual dimensions.

Vinyl flex face material, 3.5" (8.89cm) depth frame.
Logo is one piece.
Logo has Carbon Gray aluminum frame.
No space between pieces when mounted.

35 36
 5.0 Case Dealer Graphics Identity System

Text “Service”:
Text “Service”:
Font Helvetica Neue Bold Condensed
Font Helvetica Neue Bold Condensed
Stretched
Stretched on
on x-axis 130%
x-axis 130%
Changable
Changable kerning
kerning

3A 4.5A
12x
1x
Case Logo Centered
2'2" (5.5cm) =
2’2”(5.5cm) =AA
h 2/3A
x
1x

3x 2A

3A 4.5A

Case Logo 1x
6x
Centered
2'2" (5.5cm) =
2’2”(5.5cm) =AA
h 2/3A
x
x
1x

3x 2A

0.38x

2x
0.73x
0.37x
Distributor Name
0.14x
0.38x

Dealer Name Centered Radius 0.20x 3A 4.5A

0.50x 0.50x
(Helvetica Condensed Bold)
1x

2'2" (5.5cm) == AA
2’2”(5.5cm)
h 2/3A
x
1x

16'
(487.68cm) 3x 2A
9"
(22.86cm)
3A 4.5A

1x
8'
(243.84cm) 2'2" (5.5cm) == AA
2’2”(5.5cm)
h 2/3A
x
1x
Distributor Name
8'
(243.84cm) 9"
3x 2A
(22.86cm)
(670.56cm)

4'
22'

(121cm)

Distributor Name
(487.68cm)
16'

Alternative without dealer name

37 38
 5.0 Case Dealer Graphics Identity System

5.2 Fleet graphics 5.3 Flags

The preferred flag style is a horizontal layout so the logo is easy to read. However, in specific
circumstances where a horizontal flag is not possible, a vertical flag or banner is acceptable.

39 40
 6.0 Case Photography
6.1 Photographic resources and choices
6.2 Colour is key
6.3 Treatment of photos

41 42
 6.0 Case Photography Identity System

6.1 Photographic resources and choices
As the saying goes, “A picture is worth a thousand words.” Clear, dramatic photography can
help communicate key brand assets, such as power and productivity. This is why Case invests
heavily in securing high-quality, high-impact, professional photography to support our marketing
communications efforts.
In addition, when you select Case equipment photography for use, insofar as possible, make sure:
• Case brand identification is clearly visible.
• Model numbers are visible.
• Our view to the operator is unobstructed, helping showcase visibility from the machine.
• Distracting or unattractive items, such as power lines or portable construction-site toilets,
are cropped out of or electronically removed from the picture.

Before posting for use, Case photography is reviewed and adjusted as necessary to ensure:
• Correct colouring of the equipment 6.2 Colour is key
• Visible adherence to accepted safety practices
• Appropriate application of the equipment and attachments The rich Power Tan equipment colour is unique in the industry and visually sets our equipment
• Removal of any competitive brands apart from our competitors. The colour is especially dramatic when set against a blue sky. While
we realize the sky is not always blue, nor is it always visible, when possible, use images that set
our equipment against a bright sky. Another technique for showcasing our equipment colour is to
set it against a muted background.

Not acceptable Acceptable with colour correction

and removal of power lines

If for any reason, you are using photography that has not gone through the usual reviews, you must
check for colour, safety, correct application and removal of competitive brands.

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 6.0 Case Photography Identity System

6.3 Treatment of photos

For consistency in appearance and a clean, crisp look:
• Use square-cut photos.
• Have photos extend to the edge of the graphic elements.
OR
• Use knockouts and feature the photography on a white background.

Avoid:
• Placing photography in non-rectangular shapes.
• Using softened or blurred edges.

45 46
 7.0 Case Brand
Communications
Materials
7.1 Complementary graphic elements
7.2 Application of Power Arc header and footer
7.3 Application samples
7.4 Product literature
7.5 Corporate stationery
7.6 Distributor stationery
7.7 Web sites
7.8 PowerPoint

47 48
 7.0 Case Brand Communications Materials Identity System

7.1 Complementary graphic elements 7.2 Application of Power Arc header and footer
The Power Arc header and footer graphics provide a distinct visual element that sets off the Case The Case header and footer graphics can be adjusted up or down to allow for varied amounts of
brand mark and provides a family look to Case literature, advertising, web, direct mail and other content (see examples). But, please note that, at minimum, equal amounts of Carbon Gray and
collateral materials. Power Tan should be visible at the thinnest point in the Power Arc.

The preferred literature template uses both the Power Arc header and footer; however, they can be
2.7mm used independently, depending on the application.
2.54mm
.107" 10.2mm .100"
10.5mm .403"
.413"

8.5" x 11" A4
209.97mm x 297.01mm

11.43mm
.45" 11.4mm
4.8mm 4.9mm .447"
.190" .193"

3.4mm
.137"
11.43mm MSERIES 3 LOADER / BACKHOES
.45" 580 M | 580 Super M | 580 Super M+ | 590 Super M | 590 Super M+

11" x 17"

11.43mm
.45"
3.4mm
.137"

The Power Arc artwork, sized for a vertical brochure cover or a two-page spread, is available for
download. Also available are PowerPoint templates featuring the Power Arc header and footer or
header only. When working in a document size other than a typical vertical page or spread, you will
need to scale the corresponding vertical or horizontal graphics proportionally to fit the composition.
The files are set up in CMYK and follow the Case colour guide specs.

Note that in black-and-white applications, we use the Power Arc in black only, replacing the Power
Tan portion of the Power Arc. (See samples in Section 7.3.)

We do not substitute any other colour for the Power Tan portion of the Power Arc.

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 7.0 Case Brand Communications Materials Identity System

Direct mail

7.3 Application samples

Product literature MSERIES 3 LOADER / BACKHOES
580 M | 580 Super M | 580 Super M+ | 590 Super M | 590 Super M+

Ads Colour Black and white CD cover

Brochure Flier

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 7.0 Case Brand Communications Materials Identity System

7.4 Product literature Case product literature should include the following elements:
Cover, including:
The literature layout includes specific sections:
Case Construction brand mark
A. Inside front cover: sales review of key features/benefits: This section includes the key highlights MSERIES 3 LOADER / BACKHOES
of the product for customers to know. By consistently providing these key feature/benefits of the 580 M | 580 Super M | 580 Super M+ | 590 Super M | 590 Super M+

product in the beginning of the brochure, retail salespeople can be confident in their discussions with Brochure title – All capital letters in
customers. Depending on the length of the brochure, this may include pages 2 and 3, or just page 2. Helvetica Neue Black Condensed, 26-point

B. Inside spread: product review of key features/benefits: This section includes the important Model numbers to be featured
features/benefits for customers, illustrated with pictures instead of copy. The content is the same Helvetica Neue Black Condensed
as section A but includes images to “show” the customer on the product. This section helps retail 12.5-point separated by bullets
salespeople conduct product “walkarounds” when the machine isn’t physically present. Depending
on the length of the brochure, this is the center spread.

C. Inside back cover: brand story: This section tells the Case brand story and our history. Retail Beauty shot set on white background,
salespeople may not know the length of our history, or the significant contributions we have made to with smartly placed shadows
the industry and our customers. Depending on the inclusion of specifications, this section may be the
inside back cover or the last page of copy before the specification details.

Cover – Uses vertical page treatment for Power Arc

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 7.0 Case Brand Communications Materials Identity System

Inside front cover spread, including beauty shot/s and four or five key messages that every Page(s) providing additional features and benefits as space allows.
salesperson should be aware of to sell the product line.
Text headers – Upper and
Page headers – All capital lowercase Helvetica Neue Bold
letters in Helvetica Neue Condensed in 20-point
Black Condensed 26-point
Page subheads – Upper and
lowercase type in Helvetica
Neue Black Condensed 12.5-point

Inside spreads – Use horizontal spread treatment for Power Arc.

Can feature top and bottom Power Arc or top only, depending on application.

Inside spread(s), including photos and captions highlighting significant product features.
Text subheads – Upper and
lowercase Helvetica Neue Bold
Condensed in 14-point spacing–
Allow one line space before
subheads and 0.0625 after
Text – Helvetica Neue
Condensed,10 point, with
paragraphs separated by
single line space
Page number in 18-point
Helvetica Neue Condensed

To accommodate more images

and information, the Power Arc
is removed from this spread.

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 7.0 Case Brand Communications Materials Identity System

Inside back cover. Content will vary slightly by Back cover, including basic product specs,
region, but key points should remain the same. safety, copyright and other legal copy. This page
See section 8 for approved Case brand history. should allow room for distributor indicia and/or
address information as appropriate.

Note that specifications can be handled in

a separate document, according to regional
preferences.

Page(s) providing additional specifications.

Text headers – Upper and

lowercase Helvetica Neue Bold
Condensed in 20-point
Text subheads – Upper and
lowercase Helvetica Neue Bold
Condensed in 14-point
Text Specification headers –
Helvetica Neue Bold Condensed,
10 point in Power Tan

Division lines – Solid black

0.25 point thick line

Text – Helvetica Neue Bold

Condensed, 10 point

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 7.0 Case Brand Communications Materials Identity System

7.5 Corporate Stationery Corporate letterhead

Case letterhead templates are available for download from your regional Case asset
Corporate business cards management source.

Case employees representing the corporation to external publics, including shareholders, should
carry Case business cards that feature both the Fiat Group* and Case Construction brand marks.
Case business card templates are available for download from your regional Case asset 5.5x 5.5x
management source. 1x
2.5x

* See Fiat Group brand mark guidelines for colour and size requirements relative to the Fiat Group logo. x
3.5x

1
2
3
4

Measurements are shown in millimeters.

1. Name and surname 10/10-point Helvetica Neue – kerning 2

2. Job title 8/10-point Helvetica Neue Italic – kerning 2
3. Case Construction Equipment Inc. 7/8.5-point Helvetica Neue – kerning 2
4. Address information 7/8.5-point Helvetica Neue – kerning 2

4x

5.5x

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 7.0 Case Brand Communications Materials Identity System

Corporate envelope 7.6 Distributor Stationery

2x Distributor business cards
2x Case distributors and dealers should carry Case business cards that feature the Case logo. The
Case brand mark should be dominant in size and position to any other logos, except the distributor/
x dealer logo which is to appear to the right of the Case logo, right justified.
4x
Logos from other, non-competing brands may be included on the business card, but smaller in size
and lower in position.

These same guidelines apply to stationary and envelopes for distributors and/or dealers.

ABC
Dealer Logo
1
2
3

Measurements are shown in millimeters.

1. Name and surname 10/10-point Helvetica Neue – kerning 2

2. Job title and business name 8/10-point Helvetica Neue Italic – kerning 2
3. Address information 7/8.5-point Helvetica Neue – kerning 2

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Distributor letterhead Distributor envelope

Case distributors and dealers should use a Case letterhead that features the Case logo. The Case Case distributors and dealers should use Case envelopes that features the Case logo. The Case
brand mark should be dominant in size and position to any other logos, except the distributor/dealer brand mark should be dominant in size and position to any other logos, except the distributor/dealer
logo which is to appear to the right of the Case logo, right justified. logo which is to appear to the right of the Case logo.

Logos from other, non-competing brands may be included on the business card, but smaller in size Logos from other, non-competing brands may be included on the business card, but smaller in size
and lower in position. and lower in position.

2x 2x
5.5x 2.5x
2.5x 2x

x
x
3.5x
1.5x

1.5x 1.5x

4x

4x

2x 2x
5.5x

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 7.0 Case Brand Communications Materials
7.7 Web sites
Brand mark placement
On Web sites, the Case brand mark should appear reversed on the Carbon Gray header in the
upper-left corner of every page, 15 pixels from the top and 10 pixels from the left of the main page
container. The logo must link to the home page of the Web site.
Header utility navigation
Utility navigation such as login status, country, region and search links should be placed in the
upper-left corner of the header. Text should be white with no underlines. All text should have at
least a 10-pixel margin from the top and right side of the main page container. The font size should
be set at 85 percent of the base font size.
Top navigation bar
The main navigation bar is the most important navigation used throughout the Web site. Drop-
down navigation should not extend beyond three levels deep. The bar is placed within the header
on the main page. Font size is 100 percent (12 point) and should not include an underline on any
top-level or subsequent-level links.
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Identity System
Main content area
The main content area of the Web site is 800 pixels wide and expands vertically to accommodate
varying amounts of page content. The main content area should appear centered on the page as
the browser window expands. The background page colour is #FCF4E8.
Side navigation bar
The side navigation bar is 178 pixels wide. The background is a 65-percent screen of Power Tan
(#EEB56B). Links in the side navigation should be black (#000000) and not include underlines.
The font size for all side navigation is 100 percent (12 point). The hover state of links in the side
navigation should be white (#FFFFFF) and not include underlines.
Portlets
Portlets may vary in size depending on their placement on the page. All portlets should have a
1-pixel Carbon Gray (#CCCCCC) border. The top of some portlets may include a miniature version
of the Power Arc. This mini Power Arc should be a 65-percent screen of Power Tan (#EEB56B).
The header text should be placed 5 pixels from the right and top of the Power Arc. The header text
should be black (#000000), and bold face. The font size for the header text should be 85 percent of
the base font size.
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Quick links drop-down menu 7.8 PowerPoint

For accessibility reasons, a “Submit” button is included, and move-on-change behavior is not used.

Fonts and links

The font used throughout the Web site is Arial. The base font size should be set at 100 percent (12 Click to add title
point). Main content should be set at 85 percent of the base font size. Links in the main content . Click to add text
areas of the site should be Power Tan (#E58E1A) and have an underline. The hover state of links
should be Carbon Gray (#CCCCCC) and not include an underline.

Footer bar
The bottom of each page will feature the Power Arc in the footer and will include copyright and legal
information, as well as utility navigation. All footer fonts will be white (#FFFFFF) and the font size
should be set at 85 percent of the base font size. Underlines should be used on footer links. The
hover state should not include underlines, and the hover colour should be Power Tan (#E58E1A). Approved PowerPoint templates featuring the Case Power Arc are available for download.
These include a slide option that allows a large image to “bleed” under the Power Arc.

When using PowerPoint, please restrict yourself to the selected fonts. Do not use Word Art.

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 8.0 Case Legacy
8.1 Case history
8.2 Old Abe

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 8.0 Case Legacy
8.1 Case history
The sense of pride and enthusiasm for the Case brand is due to our impressive and unique
heritage. Our company’s rich history strengthens and reinforces our position as an industry leader.
To ensure that Case Construction Equipment presents a consistent message to its markets, please
adhere to the following facts and company milestones in all historic references:
• Case was founded in Racine, Wisconsin, U.S.A., in 1842.
• In 1869, company founder, Jerome Increase Case, constructed his
first portable steam engine, which is at the Smithsonian Institute
in Washington, D.C., for its significance in advancing the era of
mechanical power.
• Case filed patents for road-building equipment in 1892 and
started marketing construction equipment later that same year.
• By 1912, Case was manufacturing a full line of
road-building equipment.
• Case continued to manufacture construction equipment and
support infrastructure development throughout the 20 th century.
• In 1957, Case manufactured the world’s first factory-integrated
tractor loader/backhoe. (While this is an important milestone for
our company, it is not the first Case entry into the construction
equipment business.)
• In 1998, Case became the first manufacturer to offer
Ride Control on loader/backhoes and skid steers.
• In 2000, Case produced its 100,000 th skid steer loader.
• In 2005, Case celebrated the manufacture of 500,000
loader/backhoes.
• Today, Case produces 15 lines of equipment and more
than 90 models.
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Identity System
Highlights of Case history are presented in the following example of Case literature:
Case pride
You can take pride in the Case name on your machine. It’s backed by
more than a century of productivity and performance. Case and your Case
distributor are here for you, not only when you buy the machine, but also
after you put 1,000 or 10,000 hours on it.
A rich, proud history
Case Construction Equipment’s heritage spans more than 165 years. Growing
from J.I. Case’s innovations with steam-powered machinery in the late
1800s, Case developed road-building equipment that helped create early
20th century streets and highways across the world. By 1912, Case was well
on its way to establishing itself as a full-line equipment manufacturer. The
company continued to expand its construction equipment business through
the decades that followed.
Celebrating a tradition of innovation
In 1957, Case produced the world’s first integrated loader/backhoe made and
warranted by one manufacturer. In the years since, Case has delivered a long
line of industry firsts across many product lines and has taken a leadership
role in pioneering new products and solutions. Today, Case produces 15 lines
of equipment and more than 90 models to meet your toughest construction
challenges. Supported by manufacturing and sales in more than 150
countries, Case serves the needs of our customers worldwide.
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 8.0 Case Legacy Identity System

8.2 Old Abe

The company mascot is the “Old Abe” eagle. The standard
and acceptable version of the Old Abe story appears here.
While you may shorten this information depending on
where it is to appear, do not introduce other information or
variations on the Old Abe story that may be available online
or from other sources.

The original Old Abe was named after

U.S. President Abraham Lincoln by the 8th
Regiment Wisconsin Volunteer Infantry unit
during the Civil War. The 8th Regiment had
traded a bushel of corn for the eagle, which
a farmer had acquired from a band of Native
Americans under the leadership of Chief Big
Sky. The eagle became the 8th Regiment’s
official mascot and accompanied the men on many battles.

In 1861, Jerome Increase Case saw the troops on parade and heard the eagle’s
scream. He was deeply moved by the sights and sounds of men
marching to the fife and drums, with fluttering pennants and the raucous
cry of Old Abe very much in evidence.

Case was determined to adopt the eagle as the symbol of his own
company, and in 1865, Old Abe began his career as the most famous
bird in construction and agriculture history as the trademark of J.I. Case
Company. The Old Abe eagle mascot has been associated with Case
equipment and Case distributors for more than 140 years.

As mentioned in Section 2.4, the historic version of the Case brand mark that features Old Abe
may appear in materials discussing Case history. However, it is never to serve as a substitute for
the current Case Construction brand mark. The contemporary Old Abe version of the Case brand
mark may be used on the sign-off or back page of Case literature and on merchandise where the
artwork appears by itself. The eagle and globe elements are not to be separated.

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9.0 Case Customers

9.1 Our customers

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 9.0 Case Customers Identity System

9.1 Our customers • Responsive to the customer’s business needs

• Provider of business solutions
Case customers operate healthy, growing businesses. Most are:
• Road and bridge contractors • Supplier of customer-driven products, product development and support
• Residential and commercial contractors • Supported by CNH, the power behind the brand, with global parts availability
• Installers of gas/sewer/water or other utilities • Continually improving
• Landscaping contractors • American
• Agriculture
• Mining
Many Case owners started as landscapers or owner/
operators, and they have expanded to operate small, mid-
sized and even large fleets of equipment. Others joined Case
after exploring alternative brand options and require our
support and full line for their large operations.

What the Case brand means to the customer

Case Construction Equipment is a trusted business advisor and long-term professional partner
focused on identifying business customer’s needs and responding with a total solutions package
that includes:
• The right product and the right attachment for the job
• Financial services, including rental, leasing, financing, insurance and business/project
financing options
• Customer support, including global parts availability and trained service technicians

Case is a full-line manufacturer, with durable, high-performance, easy-to-maintain equipment that

offers exceptional and continued value for the money. Because the Case brand is continuously
improving to better meet customer needs, customers will find they won’t outgrow Case.

Case brand values

• Trusted and established—a brand to be proud of / a brand to aspire to own
• Approachable
• Full-line supplier
• Knowledgeable, friendly dealers
• Possessing an understanding of the customer’s business
• Appealing to contractor and subcontractor

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