Puck Brand Standards

BRAND STANDARDS GUIDE







THIS IS NOT A BOOK ABOUT A LOGO

Fast flow rates, efficient fluid delivery, and effective application all
catch the eye of customers, but these are just benefits of our primary
goals: improving the lives of those who operate our equipment and
preserving the land on which we live. From our humble beginnings as
a custom application company to building an international presence,
this philosophy drives every decision, resulting in a company DNA
built on customer service, strong performance and innovation. At Puck
Enterprises, we care about our customers and maintaining the positive
impact of our products on families and communities across the globe.

Inside this Brand Standards Guide, you’ll find the family-focused,
yet forward-thinking mindset that sets us apart from other
companies in the industry, as well as the personal voice we use in our
communications. We have become an industry leader through hard
work, dedication to customers, and our drive to produce innovative,
high-quality products and advanced technology. All company
communication conveys our hard-working, Midwest foundation and
customer-first approach. Everything we do showcases our passion for
bettering customers’ lives with the best manure application and fluid
transfer technology on the market.



Dear Puck Employees and Partners,

I am excited to share this guide and the Puck Brand Standards with you.
Our company embodies teamwork, innovation and enjoyment derived from
hard work—establishing pillars that are represented in every aspect of our brand.
We see these qualities in all of you through your hard work, dedication, and forward-
thinking mindsets. Our years of hard work as applicators and farmers allow us to
manufacture the best equipment, with innovations and telemetry designed to improve our
customers’ lives and maintain the quality of the land we’re entrusted with.
This is why Puck is “built to lead.”

We are proud of the special culture we have built here at Puck. We‘ve developed this
Brand Standards Guide to highlight our unique qualities and provide a roadmap for
future growth. Inside this guide, we have outlined the essence of our company—
everything from our underlying values to the distinct ways we communicate.

This book is a breakdown of who we are as a company, and a guide to
where we are going. This rebrand is not intended to make Puck something
different, but to better express who we already are. I believe this
approach to marketing helps unite the Puck community under common
goals, maintaining our company’s legacy and strong Midwestern values as
we expand into new territories and industries. The surface-level operations
and products of Puck may change or grow, but our culture and principles will
always remain the foundation of our company; unchanged from our days as
just a small custom application business.

I hope you spend some time to review and think about this
guide, and that it gives you a renewed sense of pride as a
partner or employee of the Puck family, as well as a deeper
understanding of how we are built to lead.

Sincerely,

Ben D. Puck
Founder of Puck Enterprises



CONTENTS 11 4.0 POSITIONING 61

1.0 OVERVIEW 12 4.1 Our Positioning 62
1.1 Defining the Brand 14 4.2 Brand Promise 63
1.2 Mission and Vision 16 4.3 Primary Use 64
1.3 Our Essence 18 4.4 Integrity and Usage 65
1.4 Our Story 24
1.5 Beliefs and Values

2.0 COMMUNICATION 29 5.0 COLOR 69

2.1 Our Voice 30 5.1 Our Colors 70
2.2 How We Communicate 32 5.2 Primary Palette 72
2.3 Phone Dialogue 34 5.3 Secondary Palette 73
2.4 Elevator Pitch 36 5.4 Accent Palette 74
2.5 Digital Media 38 5.5 Gradients 75
5.6 Categorical Color Palettes 76

3.0 IDENTITY 43 6.0 TYPE 81

3.1 Our Identity 44 6.1 Our Type 82
3.2 Logo Anatomy 46 6.2 Primary Typeface 84
3.3 Primary Use 47 6.3 Typography 85
3.4 Vertical Logo 48
3.5 Vertical Logo Integrity 49 7.0 PHOTOS 89
3.6 Horizontal Logo 50
3.7 Horizontal Logo Integrity 51 7.1 Our Photos 90
3.8 Wordmark 52 7.2 Photography Guidelines 92
3.9 Wordmark Integrity 53
3.10 Lockups 54 8.0 MOVING AHEAD 97
3.11 Logo Variations 55
3.12 Incorrect Usage 56 8.1 Keep the Brand on Track 98

PPREROFVOERN

RNM. ANCE



1.0

OVERVIEW

OVERVIEW 1.1 DEFINING THE BRAND

DEFINING Our brand messaging has been crafted from core company
THE BRAND principles as well as perceptions discovered through
extensive research, surveys, and leadership interviews.

People associated with Puck—including company leaders, employees and customers—
expressed their ideas and feelings about our brand. This process brought into focus
our strengths and underlying essence, and provides the foundation for our
brand identity and messaging.

12

WHY IS IT IMPORTANT TO HAVE A BRAND?

Before implementing this brand, our company’s voice was made up of many individual
thoughts and messages, without a united focus on the core concepts that set us apart.

Puck Enterprises has deep family and community ties, with a reputation for industry
expertise, advanced technology and high-quality manufacturing. Even the Puck
Enterprises name combines our family roots with a sense of strength, which is
reflected in the dependability and consistent performance of our products. Our name
and brand messaging project who we are at Puck Enterprises. We are a small-town
company with a global impact. We are hard workers with respect for tradition and a
legacy of innovation. We are good stewards of the land we have, with a constant eye
on expanding into new territory.

By controlling our message, we can leverage our assets as a company to grow brand
awareness. The choice to rebrand is not prompted by plans to be something different,
but rather, the goal of better expressing the things we already do. This book provides
guidelines so every individual can communicate about us with the same voice and
passion, strengthening the impact of our message and contributing to the growth
of Puck Enterprises.

13

OVERVIEW 1.2 MISSION AND VISION

MISSION Puck Enterprises’ mission and vision statements act
AND VISION as both internal and external branding tools.

Every company needs a clear mission and vision to exemplify what it stands for and to
guide its actions today and into the future. While they may be shared outside of the
company, the true value of these statements is felt from within. At Puck, they remind us of
our purpose, and of the value and opportunity our products and services create for our
customers. Externally, these statements reinforce the spirit of innovation and sense of value
that has come to define our company.

14

MISSION

To create wealth and a higher quality of life for
our team, our customers and our community.

To Create Wealth To Create a Higher Quality of Life For Our Team
Enriching work and secure retirement
·· We believe we need to create products, services ··We believe that the path to a higher quality
For Our Customers
and jobs that will contribute to our mission. of life comes from fulfilling work, creating Enhanced performance and
wealth and working hard. ability to prosper
··This is a long-term aim. It does not mean each
··Elevating your quality of life may not always For Our Community
of us will always experience wealth in the Economic growth and
short term. In fact, we may sacrifice certain be easy. In fact, we believe hard work community support
things now to ensure we are in a position to leads to rewards and satisfaction—key
pursue our mission in the long run. ingredients to an enriched quality of life.

Our mission statement defines our responsibilities to our customers, represents who we are as a company, and shows us
exactly where we need to be. It provides guidance, motivation, and inspiration for everything we do, from everyday tasks
to industry-changing business operations. Our mission is manifest in every product we build and every service we provide.

VISION

Lead the industries we serve by creating innovative
solutions with positive applications and effects.

Team Culture Fundamental Beliefs

··Our culture is built on what we believe in, what we reward ··Teamwork—there is little we can accomplish on our own.

and what we hold true to. We can accomplish a great deal working hard as a
part of the team.
··These are the ideals that our team believes are important
··Innovation—it’s about finding a better way and stretching
and determine how we work around here.
all of our capabilities to do so.
··We believe these principles should guide us in who is
··Enjoyment—an environment where we find happiness in
given an opportunity to be a part of our team, who should
be rewarded and who we call a leader. what we do and delight in the people we work with.

Our vision statement is about developing a plan focused on long-term results. It imbues our day-
to-day activities with a shared sense of purpose that both our team and customers can aspire to.

15

OVERVIEW 1.3 OUR ESSENCE

OUR Performance
ESSENCE Proven.

Our brand essence sums up the Puck Enterprises brand to those responsible for making and
planning marketing decisions. Our brand essence is the one constant across all of our product
categories, and is a quick-reference guidepost for all future brand development.

In today’s marketplace, performance is often sacrificed to meet quantity demands. Puck
Enterprises and its subsidiaries do not—and will never—accept that as our standard. Whether
it’s in our product development, software, production facilities, sales teams, or front offices,
performance is present in everything we do. We strive to continually innovate and lead
industries forward with products, services and cutting-edge technology whose performance has
been proven time and again, and that our customers have come to depend on.

16

TARGET AUDIENCES

Building recognition of Puck will
require increased marketing to certain
key audiences. Each audience will
require messaging created just for their
perspective, selling the key benefits of Puck
as they pertain to each group:

Employees: the primary face of Puck

Partners: key investors and shareholders

Customers: current or potential buyers

17

OVERVIEW 1.4 OUR STORY

OUR Among the cornfields, gravel roads and baseball diamonds
STORY filling in the Manning, Iowa landscape in the late 1970s,
the Puck family planted a seed.

Countless hours spent in tractors working on family farms culminated in the creation of Puck
Enterprises, a custom manure application and hay baling company working with farmers in the
rural area surrounding Manning. A family-owned business that began with vacuum trucks and
small square balers, we strived to create new solutions and solve problems in different ways,
while always being stewards of the fertile Iowa farmland we call home.

Today, these practices and core beliefs are still ingrained in our company DNA. The original
seed planted by Ben and Kathy Puck sprouted and grew, fertilized by the hard work and bright
minds of Iowa farmers. As agricultural production changed and increased in Iowa, we adapted—
continuously growing and adding on to what we had built. Through the years, an innovative
spirit began to take hold at Puck. Who better to manufacture application equipment than those
with firsthand experience using it?

Starting with hose carts, we began manufacturing our own equipment, quickly finding it to
be more effective and efficient than anything else on the market. This innovation, driven by
progressive mindsets and an insatiable desire to keep improving, continued through the
decades. Drawing on our work ethic, application experience and local expertise to fabricate
product after product, this side project slowly moved to the forefront of our company. We
haven’t looked back since building our first hose cart in 2005, pioneering new ground in every
part of the agriculture industry—including the introduction of the world’s first agitation boat
and other revolutionary technology that has shifted the way industries operate. We’ve built our
reputation not by cutting corners, but through hard work and proven performance.

Even after massive growth and international expansion, Puck Enterprises remains the
same core company we’ve always been—a towering plant sprung from the seed that
was planted so many crop cycles ago. While we continue to expand into new fluid
transfer markets such as oil and gas, we have maintained our application business
for local farmers and the practice of manufacturing equipment tailored to each
customer’s needs. We don’t just stand behind our equipment, we use it in the
field every year, putting it to the test and finding ways to make it better. Our
innovation hasn’t stopped or slowed, because that’s what Puck is all about—
building products that lead the industry forward and improving the lives of
the people who use them.

18

19

OVERVIEW 1.4 OUR STORY

Started working with 1000+ head hog
confinements with 6 vacuum trucks

Started baling hay for local customers
with one small square baler

1200 GPM

1979 50,000 small square Started using a 1996 1998 2003
bales in one year large square baler

1981 1991 1992

1980 1987 1988 1994

Added second vacuum truck, Started using Rebranded as ‘Puck
renamed business a medium Custom Enterprises’
‘Ben Puck Pumping’
square baler First time Three Built first 3pt
using hose to medium size Swingarm
load wagons hay balers

in the field

Added second
medium square
baler

‘Puck Brothers Pumping’ began applying manure
and commercial waste for local customers

Started pulling hose for manure application
900 GPM

20

Broke ground at current Manning location

Partnered with Built first Puck
Khrone flowmeters Pump Trailer

and Angus Fire 1800 GPM

Created 4WD Added 2nd 1500 GPM Added 3nd
Swingarm pumping team 2006 pumping team
2004
2005 2008

2007 2009

After years of using and Partnered Built first John
repairing equipment, with John Deere Puck
the innovation began Pump Trailer
with the first variations Deere and HC 11
of a two-way hose reel The first Puck Hose Cart
product was sold
First production Released
hose cart model HC 16

Hose Cart

Partnered with
Cornell Pumps

MobileStar pump
control launched

21

OVERVIEW 1.4 OUR STORY

Shop expansion
New warehouse (now
service shop) constructed

World’s first agitation
boat released

Added 2000 GPM Rebranded Unveiled ForceFeed
4th MobileStar as Lead Trailer and TTR 15
‘LightSpeed’
pumping 2014
2010 team 2013
2500 GPM
2011 2012
Increased capabilities with
new welding equipment,

laser, and Solidworks
computer modeling

New manufacturing shop finished

Produced first
applicator bar in house

Established first international
store in Osijek, Croatia

22

Established first stateside
store in Worthing, SD

New larger warehouse, dedicated Established second stateside Puck today
parts department, new service shop store in Farley, IA

3000 GPM Acquired the Angus
Fire portion of the U.S.

hose manufacturing
plant, equipment, and
product lines based in
Angier, North Carolina.
Rebranded as BullDog

Hose Company.

2015 2016 2017 2018 2019
3500 GPM
4000 GPM
Governor’s SBA Iowa Small Company rebrand;
Volunteer Award Business Person shortened name to
of the Year ‘Puck’ and adopted
Launched the Warthog, Partnered with CAT LightSpeed
Lagoon Feeder and TTR 20 and began using Tier new positioning, rebrand;
‘Built to Lead.’ adopted new
4 engines in Puck positioning
pumping equipment ‘Control.
Unveiled the Delivered.’
Honey Badger

23

OVERVIEW 1.5 BELIEFS AND VALUES

BELIEFS AND It’s important that Puck Enterprises stands for
VALUES something bigger than itself.

Having a set of clearly stated beliefs and values shows that we stand for something,
and makes us easier to find by like-minded customers who share these beliefs and
values. This allows us to foster a deeper connection with our customers, which in turn
increases customer and brand loyalty.

We believe in

VISION.

Meeting the needs of our customers requires
going above and beyond what they need
today; it means looking ahead to see what will
serve them best in the days, weeks, and years
to come. It’s this vision for the future that fuels
the Puck Enterprises tradition of innovation, and
our drive to create the equipment, technology
and standard practices of tomorrow.

24

We believe in We believe in We believe in

QUALITY. EXPERTISE. DEPENDABILITY.

At Puck Enterprises, we don’t take At Puck Enterprises, we value the Our customers trust in our products for
shortcuts. We put in the time to make sure experience and knowledge of every their livelihood. To be able to provide for
every one of our products is built right, member of our team. Everyone at Puck themselves and their families, our customers
every time. It’s this dedication to quality either comes in as an expert, or is set on a depend on Puck Enterprises, and our people,
that keeps our customers satisfied and in path to becoming one, because we believe products, and services to perform reliably
business year after year. that our products and services are only as time after time.
good as the people who build them.

25







2.0

C O M M U N I C AT I O N

COMMUNICATION 2.1 OUR VOICE

OUR Time and again, our products have been trusted to
VOICE deliver results that our customers can depend on.

It’s that track record of proven performance which is ingrained in everything we do and say.
Our brand voice projects and reinforces feelings of trust, dependability, and performance that
have become our hallmark. Our voice underscores our brand message and works to build
a consistent personality. When the voice of the brand is consistently reflected in all of our
communications, we increase the equity of the beliefs and values that make us who we are.

30

COMMUNICATING THE BRAND

The brand voice helps us understand our personality and allows us to convey the essence of
the Puck brand to people both inside and outside of the company. Whenever Puck Enterprises
speaks as a company, our voice should always be consistent in its tone and messaging focus.
Keep in mind that every communication—both internal and external— is an opportunity to
emphasize what we stand for.

We Are: committed to quality, innovative, friendly,
confident, trusted, dependable

Internally We respectful, approachable, family,
Are Also:
dedicated, honest, humble, driven

We Are Not: complacent, arrogant, long-winded,
boastful, flashy

31

COMMUNICATION 2.2 HOW WE COMMUNICATE

HOW WE The first encounter a customer has with a Puck employee
COMMUNICATE is an extremely vital moment in the relationship we hope
to foster with that person.

A genuine smile and a friendly voice will help to solidify our identity and the customer’s
confidence in us. No matter the type of communication, always approach it with a sense of
pride. As a member of the Puck team, our brand is built by you.

32

CONFIDENTIALITY CUSTOMER INTERNAL
COMMUNICATION COMMUNICATIONS
Customers trust us to improve their
operations with high-quality products. Our company is built on a legacy of As much as possible, keep internal
In order to gain and maintain this trust, customer service and support, and it’s communications transparent, respectful,
it’s important that we are courteous crucial to the Puck brand to maintain and clear. Providing team members with
and guarded with any sensitive these values. All communication should regular updates and respectfully voicing
information they share. In this vein, be prompt, courteous, and helpful. concerns through the proper channels
our customers are the ones who allow Even through email, you’re the face of Puck are both good ways to avoid issues down
our business to thrive. Avoiding insults Enterprises; be sure to demonstrate and the line. Everyone at Puck Enterprises
or negative comments about any uphold our company values in plays a crucial role in our daily production,
client during and after work will allow all communications. and our internal communication should
us to maintain these relationships. reflect the value and importance of each
Whether they’re buying one small part or employee. Conflicts can arise when people
a liquid transfer system, every customer are kept out of the loop, feel unvalued, or
should be valued and heard. They should aren’t able to address issues properly—
feel comfortable that their questions, proactively addressing these causes will
concerns and comments will be addressed keep things running smoothly.
quickly and appropriately, and that their
needs are being met. Maintaining open
and healthy communication channels with
customers, both current and prospective,
is an important part of growing and
strengthening our brand.

33

COMMUNICATION 2.3 PHONE DIALOGUE

PHONE Every communication, whether it’s with a coworker
DIALOGUE or a customer, is an opportunity to reflect who we
are as a company.

That’s why answering phones—and the conversation that follows—should always be conducted
with a respectful tone and appropriate emotion. Whether you’re talking with a long-time
customer or someone who is reaching out to us for the first time, a courteous and professional
greeting lays the foundation for a strong customer relationship.

34

RECOMMENDED DIALOGUE:

“Thanks for calling Puck Enterprises.
This is __. How can I help you today?”

35

COMMUNICATION 2.4 ELEVATOR PITCH

WHY AN Because we have the opportunity to serve so many industries,
ELEVATOR there might come a time when you may find it difficult to
easily describe exactly what we do and what sets us apart.
PITCH?
In some cases, you might not have a lot of time either. To help with this, our elevator pitch was
crafted to provide an easy, approachable snapshot of Puck Enterprises. Created in a way so that
it doesn’t have to be followed to the letter, the pitch should come out naturally in conversation.
Our elevator pitch is designed with one simple purpose in mind: to help you be a confident
steward of our company, without coming off like a sales representative.

36

ELEVATOR PITCH

At Puck Enterprises, we design
and manufacture premier liquid
transfer systems and technology that
have applications in a variety of
industries. Our commitment to
innovation is matched only by
our dedication to exceeding
the needs of our customers.
We take pride in knowing that
with our help, they’re able to
enjoy a better quality-of-life.

Employees are encouraged to know the key points of the elevator
pitch. Think of the pitch as a pathway to future interactions with
guests. Use in a personable voice and don’t try to pack in every
good thing about Puck at one time.

37

COMMUNICATION 2.5 DIGITAL MEDIA

DIGITAL Anyone who communicates on behalf of Puck Enterprises or
MEDIA one of our subsidiaries is responsible for understanding and
following our digital media guidelines.

Failure to do so can have far-reaching effects, potentially damaging the company’s image as well
as those of your colleagues, peers and everyone affiliated with Puck Enterprises. Remember,
when you’re online, you’re representing Puck Enterprises: our people, our values.

38

EMAIL SIGNATURE

Your email signature is an important piece of consistent
branding as it is seen on a daily basis and in every email
you send. Aside from editing the contact information,
never change the layout in any way, including adding/
changing colors, changing the font, etc.

SOCIAL MEDIA

Social media keeps us in touch with friends and family, it informs us about our
world, and it gives us each a platform to be heard. It’s safe to say that it has
become an integral part of modern life. We understand that social media can be a
powerful tool, and we encourage all employees of Puck Enterprises to use social
media in a positive way. When you’re online, we only have three requests for you:
1. Make your relationship to Puck Enterprises known
2. Defend Puck Enterprises
3. Use good judgement
What exactly do these requests mean? They mean that we trust you. We only
bring smart people into the Puck Enterprises family and we trust you to make
smart decisions. As a member of our family, you’re in the best possible position
to let the world know why Puck Enterprises is such an amazing place to be, as
well as the person best qualified to protect us from harm.

39

IDNENFOINVEADT

ADT.ION



3.0

IDENTITY

IDENTITY 3.1 OUR IDENTITY

OUR Our Identity brings to the surface qualities that have
IDENTITY been part of Puck from the beginning—creating a
lasting impression in customers’ minds and solidifying
Puck’s status as an industry leader.

The Puck Enterprises name embodies ideas of strength, family, and durability. Our products
have a legacy of innovation and our company is known for quality and expertise. Puck’s logo
was built to reflect these core concepts, portraying toughness and dependability while also
looking toward the future. Its shield and distinct wordmark combine to project a memorable,
“big brand” feel that still maintains the integrity of Puck’s small-town, family-focused
foundation. The angles and shapes in the mark represent our company’s constant push forward,
leading fluid delivery ahead with powerful products and dependable, proven performance.

44

45

IDENTITY 3.2 LOGO ANATOMY

Icon LOGO ANATOMY

Wordmark Icon
Positioning The Puck name is known for quality and
Statement strength and we built this icon to reflect that.
The visual embodiment of our message in
instant, visual terms. Strong yet simple, built
to work well in a wide variety of applications.

Wordmark
The bold “wordmark” was crafted specifically
for Puck, from the ground-up. Angles have
been specifically determined, creating a
feeling of precision and simplicity.

Positioning Statement
This simple statement packs many positive
feelings into three simple words and
should be included with the logo whenever
possible. See pages 62-65 to learn more
about our positioning.

46

IDENTITY 3.3 PRIMARY USE

PRIMARY USE

These are our main identities, and should
be given consistent usage across all forms
of communication.
VERTICAL LOGO
When width is limited or you want to make
a statement with a larger shield. The vertical
version is your go-to.
HORIZONTAL LOGO
Classic and streamlined, use the horizontal
version when alignment is critical or you need
a more subtle approach.

47

IDENTITY 3.4 VERTICAL LOGO VERTICAL LOGO

48 The Puck logo is made up of the wordmark
and icon. Each variation is a unique piece
of artwork and its proportions have been
specifically determined. It should never
be re-typeset, re-created or altered.
Any changes made will cause
inconsistencies, and ultimately dilute
its impact. To maintain quality, use only
approved digital art files.