Celadon-Branding-DigitalGuide

BRAND
IDENTITY

BRAND IDENTITY GUIDE

v1 - January 2016

© CELADON TRUCKING SERVICES, INC. 2016
ALL RIGHTS RESERVED.
Celadon Group, Inc. Headquarters
9503 East 33rd Street
Indianapolis, Indiana 46235

TABLE OF CONTENTS

The Company 1
Our Divisions 2
3
Our Mission & Values 4
Our Identity
5
The Brand 6
Primary Logo 7
Alternate Logos 8
Acceptable Use Policy 9
Out-Dated Logos 10

Color Chart 11
13
Appendix 1: Celadon Writing Style
Appendix 2: Email Signatures

THE COMPANY

1

OUR DIVISIONS

YARD MANAGEMENT

2

OUR MISSION

SAFETY | TECHNOLOGY | SERVICE | SECURITY
Celadon’s mission is to assert itself as the safest fleet of all carriers
traveling more than 100 million miles annually. We strive to retain 100% of
our professional drivers, to eliminate employee turnover and to place the
utmost importance on performing error-free service consistently for our
customers. It is important that we provide accurate and timely information
for management decision-making and execution of our operating plan.

OUR VALUES

Eliminate Bureaucracy | Respect Everyone’s Time | Cut Waste
Communicate Openly & Freely | Invest in Our Infrastructure
Enable Fast, Simple & Accurate Operations

Do What Is Right for the Customer | Give the Customer a Good, Fair Deal
Make It Easy for the Customer to Do Business with Us

3

OUR IDENTITY

Celadon Group, Inc. is widely recognized as one of the top transportation
and logistics companies in North America. A key component in building
Celadon’s name and brand for our audiences is presenting a clear, cohesive

and consistent visual identity.
This identity connects and leverages the company’s many divisions
and subsidiaries and is instantly recognized by all of our audiences -

drivers, customers, employees and corporate stakeholders.
The following guide should serve to improve the quality of all materials

designed and produced within the Celadon family of brand names.
Adherence to these Celadon brand guidelines will create a strong

presentation of our identity.

4

THE BRAND

5

PRIMARY LOGO
x

xx
x

6

ALTERNATE LOGOS

Use the Celadon “C” as an icon ONLY when space
is limited and the full logo will not reasonably fit.
Celadon divisions can also use their specially
designed Celadon “C” with a division-specific
colored needle in similar circumstances.

Black logo: use on lighter Reverse logo: use on dark, solid
backgrounds and values of black backgrounds and values of black
from 50 - 100%. Use primarily for
from 0 - 49%. Use primarily for
one-color printing. one-color printing.

7

ACCEPTABLE USE POLICY

The full-color Celadon logo is the primary version and should be used in all
situations. To maintain the full logo’s clarity and legibility, please adhere to
the following guidelines:

1 Avoid placing the logo on top of anything

distracting such as photos or a bold, complex
pattern. Keep the logo’s background color to
either white or up to 20% black.

2 Ensure that you do not disproportionately stretch

the logo if you need to re-size it. Holding SHIFT
while you re-size will maintain its proportions!

3 Leave enough space around the logo so that x

other text or image elements don’t infringe upon x x
the “exclusion zone” surrounding our logo.

x

8

OUT-DATED LOGOS

Most logos and visual elements have an expiration date in the world of
branding. The following images are examples of those elements that have
reached the end of their time at Celadon. Please avoid using these elements,

as they do not accuratly portray the current corporate branding efforts.

l^^^^^^^^^^^^^^^ ll _
l Celadon l ll’l”\___
l_..._...___________l l=l_lll...;]
“(O)’(O)””””””””*l(O)’(O)***(O)*l

9

COLOR CHART

Celadon / Jaguar / CDA

CMYK CMYK
100, 46, 5, 18 68, 3, 0, 0

RGB RGB
0, 100, 156 9, 188, 239

#00649C #09BBEE
PANTONE 301 PANTONE 298

Logistics Dedicated / Yard Management A&S Kinard
CMYK
PANTONE 368 CMYK PANTONE 144 CMYK CMYK
Intermodal 63, 0, 97, 0 0, 52, 100, 0 99, 36, 74, 27 91, 76, 1, 0
Hyndman RGB
PANTONE 7558 RGB CMYK RGB RGB
Expedited 104, 188, 73 247, 144, 30 0, 99, 80 26, 46, 36
0, 95, 100, 0 #136551 #085DA8
PANTONE 200 #68BC49 RGB #F7901E PANTONE 336 PANTONE 2935

CMYK 238, 49, 35 CMYK Taylor Express, Inc. CMYK
32, 53, 100, 15 #EE3123 99, 75, 14, 2 CMYK 91, 76, 1, 0

RGB PANTONE 485 RGB 100, 46, 5, 18 RGB
159, 113, 42 0, 83, 146 RGB 26, 46, 36
Osborn #8B0E04 #085DA8
#9F712A CMYK PANTONE 2728 0, 100, 156 PANTONE 2935
#00649C
CMYK 0, 97, 100, 50 CMYK CMYK
15, 100, 90, 10 RGB 0, 0, 0, 100 PANTONE 301 100, 93, 21, 7

RGB 139, 14, 4 RGB Buckler RGB
190, 30, 45 #8B0E04 0, 0, 0 CMYK 40, 55, 122
PANTONE 188 #000000
#BE1E2D PANTONE Black 82, 96, 9, 1 #F7901E
RGB PANTONE 7672

87, 52, 136
#573488

PANTONE 268

10

APPENDIX 1

CELADON WRITING STYLE

ABC D F

academic titles (Refer to AP date, time and place (Refer flatbed

Stylebook for guidance.) to AP Stylebook for guidance.) fleet names Capitalize only

Blue Line department names the proper name of Celadon fleets,
not the word “fleet” unless grammat-
Cela- prefix CelaDiner: The Capitalize the specific department ically necessary. e.g. Dedicated fleet,
name but leave the words “team,” Local fleet
cafeteria in the Russell Building, “group,” “department,” etc. as
Indianapolis. lowercase. FreightRover

CelaGym: the gymnasium located e.g. the Marketing team H
at the driving school, also referred
to as “Swole-adon” divisions Independently oper- headquarters Celadon’s main

Celadon Group, Inc. On first ating fleets and companies within campus in Indianapolis can be
Celadon Group, Inc., can be referred referred to as either Celadon
reference, use the full name in any to as “divisions” or “subsidiaries.” headquarters or Celadon HQ.
formal communication. The NYSE
stock symbol can also be added These divisions include Eagle Logis- L
immediately after the first refer- tics Services, Quality Companies,
ence (NYSE: CGI). On subsequent A&S Kinard and other similar lease purchase Keep this low-
references, “CGI” is acceptable as independent operations within CGI.
an abbreviation. ercase, do not hyphenate. L/P is ac-
driver When referring to drivers, ceptable on subsequent references.
When referring to Celadon Trucking
Services, Inc., a subsidiary of CGI, you can also use the terms “pro- N
use the full name on first fessional driver” and “truck driver”
reference. On any subsequent interchangeably. numerals Highways: for any
reference, using “Celadon” is
acceptable. Avoid the term “trucker” in formal highways identified by number, use
communication. the following forms:
commas Avoid using Oxford • U.S. Highway 1
Driver Scorecard Capitalize • U.S. 1
commas in a list. e.g. Celadon • Route 34
offers dry van, flatbed and tempera- Driver Scorecard in all instances • Interstate Highway 495
ture controlled fleet options. and use the entire term on first • Interstate 495
reference.
Refer to AP Stylebook for guidance. On second reference only for
This phrase can be shortened to “Interstate,” I-495 is acceptable.
committees Capitalize full just Scorecard (capitalized) in
subsequent references.
committee names when they’re
used as a proper noun. dry van

11

18-wheeler: always hyphenated identifiers. Tier (Scorecard) A driver’s Tier
with the numeral
S reflects the level of achievement
O they have attained in their driving
subsidiaries (See “divisions.”) and service over a reported period
on-board Hyphenate when used on their Driver Scorecard.
T
as an adjective The Tiers are based on a number
system, 1 through 5, and are never
over-the-road Spell out and hy- tied to letter-based grading.

phenate as a compound modifier on temperature controlled titles Shorter professional titles
first reference. On subsequent refer-
ences, “OTR” is acceptable. When referencing any asset specific (three words or less, including the
to the Celadon Temperature Con- title and employee’s company/divi-
owner/operator On first trolled fleet, the terms “temperature sion) can be capitalized and placed
controlled,” “temp controlled,” and before a person’s name.
reference, spell out with backslash. “refrigerated” are all acceptable and
On subsequent references, “O/O” is interchangeable. Longer professional titles (four words
acceptable. or more) should be offset by com-
The Hyndman Transport, Ltd., Tem- mas after a person’s name. The title
P perature Controlled division should remains lowercase while the compa-
not be referred to as “refrigerated,” ny name is capitalized appropriately.
percent Use the % symbol to por- as some units actually heat the trail-
ers and are called “heater boxes.” Refer to the AP Stylebook for addi-
tray percentages. tional guidance.
Avoid the term “reefer” in referring
R to temperature controlled assets or tractor-trailer
fleets, as it is seen as jargon and can
reefer (See “temperature con- be confusing to some consumers. Transflo

trolled.”) terminal A terminal is a Celadon trucker (See “driver.”)

regions Capitalize the following facility that contains mostly admin- W
istrative and/or operations staff. The
fleet- and lane-specific regions: word remains lowercase when re- WageLock
• Southeast ferring to specific terminals, e.g. the
• Midwest Laredo terminal.
• Northeast
• Western A yard refers to a Celadon truck and/ Y
• Mid-Atlantic or trailer drop storage facility with
minimal staffing. It also remains yard (See “terminal.”)
Avoid capitalizing the word “region” lowercase when naming specific
following these specific location yards within Celadon’s network.

12

APPENDIX 2

EMAIL SIGNATURES

SETTING THE STANDARD

Email is one of the many ways that Celadon can control how our brand is presentened to the public.
With a standarized email signature style, we put forward a more professional appearance and
remove any distractors that may negatively affect the message we’re trying to convey.

Jane Smith | Operations Manager 1 John Smith | Logistics Manager
2
[email protected] • 317-972-7000 x4 [email protected]
1-800-CELADON | 317-972-7000 x5
Celadon Group, Inc.
9503 East 33rd St. | Indianapolis, IN 46235 www.celadonlogistics.com
www.celadontrucking.com www.celadontrucking.com

3

1 IDENTIFYING INFO 2 SOCIAL MEDIA LINKS

Identify yourself as completely as possible, Celadon’s social media channels are a great source
to include (at least) your name, title, phone of information for our audiences, so we’ve created
number(s) and email address. linked icons for departments to use in their
signatures help keep everyone connected!
Limit colors to Celadon brand colors or
black, and avoid underlining or applying 3D 3 IMAGERY
text effects that can hurt readability.
Images are usually the first things readers notice,
Ensure you’re using a conservative font especially in email communication. In getting rid of
that is easy to read. Refrain from using any email distractors, we are limiting email imagery to
novelty or script/handwriting typefaces. only approved company/division logos.

13

ACCEPTABLE EMAIL IMAGES

14

1-800-CELADON | www.CeladonTrucking.com
9503 East 33rd Street - Indianapolis, Indiana 46235