2182 APW Brand Standards • July 2019

APEX Waterjetting
Brand Standards Manual
Edition 3 • JULY 2019


V2isual Identity Manual • Table of Contents
1.0
The APEX Brand • Who We Are The APEX Brand • Our Values Our History • How We Started
2.0
3 Visual Identity Manual • Headshots 16
4 Visual Identity Manual • Typography 17
5 Visual Identity Manual • Email Signatures 18
6 Visual Identity Manual • Text Consistency Rules 19
7 3.0 20
Visual Identity Manual • The Logo Palette
Visual Identity Manual • Color Applications 10
Visual Identity Manual • The Logo Security Area
Visual Identity Manual • Secondary Graphic Elements
Visual Identity Manual • Photography
Visual Identity Manual • Photography Examples 15
The APEX Technologies Style Guide is constantly being updated as new products and standards are developed and the brand matures. When new information is developed and approved, ad- ditions to this manual are made.
9 Brand Voice • Personality & Tone 21
12 4.0 22
13 Products • Business Card 23
14 Conclusion • Moving Forward 24
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3
1.0
Our Brand
APEX Waterjetting • Brand Standards Manual • Edition 2 • May 2019


The APEX Brand • Our Va5lues Every detail of the APEX waterjetting brand has been carefully considered and
implemented to accurately reflect and uphold the following brand values:
PROFESSIONALISM RESPECTFULNESS INTEGRITY STRENGTH
10X WORK ETHIC LIGHTHEARTEDNESS
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2.0
Visual Identity Elements
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APEX Waterjetting • Brand Standards Manual • Edition 3 • July 2019


Visual Identity Manual • The Logo Pa9lette
The logo is one of the basic elements of identity. When combined with other essential visual brand elements, the logo’s impact is in- creased to create a strong coherent message.
The logo signifies the entry point to the brand, it is the main identifier and the “signature” of APEX Waterjetting. Our goal is to be easily recognized, ensuring brand memorability.
The logo consists of the isotype (icon) and typography. The iconic “A” isotype signifies both water and automation.
The primary logo typeface is Ethnocentric symbolizing the strong, precise aspect of this industry. The secondary typeface is Eurostar Black Extended which adds relatability to the company.
The colors, red and charcoal gray, continue the themes of strength, precision, and professionalism. These strong, specifically chosen col- ors help us ensure our memorability in this industry. APEX Light Charcoal is used when a lighter color charcoal is necessary for cer- tain applications.
Red represents our brand because it is bold and passionate. It stands out and expresses what the company is about; it also repre- sents our fierce nature and competitive edge. APEX Charcoal is a complementary neutral that suggests stability and trustworthiness.
ISOTYPE
TYPOGRAPHY
APEX RED
Pantone 485 C
C:0 M:100 Y:98 K:0 R.237 G.28 B.36 HEX #ED1C24
APEX CHARCOAL
Pantone 447 C
C:67 M:61 Y:59 K:46 R.65 G.65 B.66
HEX #414142
APEX LIGHT CHARCOAL
Pantone 447 C (50.5% opacity) C:51 M:43 Y:43 K:7 R.82 G.82 B.82 HEX #828282
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Visual Identity Manual • Color Applications
The APEX Waterjetting logo must follow the color applications listed previously. Colors are specified in Pantone Color (PMS), Four-Color (CMYK), RGB (for computers), and Hex (for websites).
The approved logo background colors are white, APEX Red, APEX Charcoal, and black (with the respective logos).
When necessary, a completely reversed logo may be used.
FULL COLOR
FULL COLOR - REVERSE
FULL REVERSE
FULL COLOR - REVERSE
FULL COLOR - REVERSE
APEX Waterjetting • Brand Standards Manual • Edition 3 • July 2019


Logo misuse damages the impact of our communication and sends an inconsis- tent message to our audience.
We seek to establish a unique, memo- rable, and consistent brand in the eyes of our audience and the world at large. As such, the logo should only be used as ex- plicitly described in this manual.
Any variation of color, orientation, propor- tion or combination is incorrect and therefore strictly prohibited.
To protect the logo from involuntary variations, the logo must always be re-produced from the original files (JPG, PNG, Illustrator or PDF at- tachments to the delivery of this material).
CORRECT USE
DO NOT DEFORM
DO NOT CHANGE PROPORTIONS
DO NOT DO EFFECTS
NO MOVING PARTS
NO DECOMPOSING
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Visual Identity Manual • The Logo Misuse
DO NOT USE OTHER COMPOSITIONS OR COLOR COMBINATIONS
THE LOGO IS TO BE USED ONLY OVER APPROVED BACKGROUND COLORS
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Visual Identity Manual • The Logo Security Area
Security Area
This area refers to the minimum amount of empty space around the logo that is needed to maintain the visual integrity of the brand.
The logo should never be crowded by other components such as text, symbols or logos. The safety area is based on the height of the letter “E” in “Waterjetting” corresponding to the spaces on each side of the logo, both horizontally and vertically.
Minimal Size
Applications of the logo must respect the minimum size to avoid legibility and printing problems. The minimum size for embroi- dery of the logo is as follows
▪ Complete logo: 3.86” x 1.18”
▪ Single typography: 3.86” x .88”
▪ Single isotype: 1” x 1”
COMPLETE LOGO
SECURITY AREA
SINGLE TYPOGRAPHY
SINGLE ISOTYPE
SECURITY AREA
MINIMAL SIZE
.85 In
MINIMAL SIZE
.85 In
MINIMAL SIZE
.2 In
APEX Waterjetting • Brand Standards Manual • Edition 3 • July 2019
SECURITY AREA
E
E
E E
E
E
E
E
E
E
E
E
.2 In
.2 In
.28 In


Visual Identity Manual • Secondary Graphic Elements
MOUNTAINS • Mountains are a graphic identity symbol repre- senting APEX Waterjetting.
The word “APEX” means the climax, summit, or peak. The brand name was chosen because that is our aspiration - to be the APEX of the waterjetting industry. Mountains represent that goal and the pinnacle of that success.
This mountainous vector graphic is best suited for subtle use as a background graphic on large fields of color, on photographs, or as a watermark. No more than a 5 percent opacity is recommended for its use. Typically, it is placed at the bottom of the page with an anchoring graphic (it should not be floating in the middle of the page). This mountainous graphic is intended to enhance APEX materials, and should only be used independently of the APEX “A” watermark. This symbol should never replace the logo.
The APEX “A” can and should be used as a watermark or isolated at 100% opacity where the logo does not fit. If you have ques- tions, please contact David Friday for assistance.
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Visual Identity Manual • Photography
Photography is a means of brand commu- nication. As such, photography needs to reflect and follow specific brand guide- lines to enhance and promote our brand. Different types of photography have different guidelines, but all must follow specific specifications.
Specifications
Ensure that all photography follows the look and feel of the APEX Brand. Keep photography clear, stylish, and high-quality.
All photography should reflect our core values in how they display:
Integrity and Respect: both in the ac- tions of the people and the quality of the products
Professionalism: in how the people are portrayed and how the products are displayed
Strength and 10x Work Ethic: bold colors in the shots and the actions of the workers show determined, hard-working people
Lighthearted: the employees at APEX Waterjetting work hard, but they have smiling faces
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Visual Identity Manual • Photography Examples
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Product Photography
Product photography, featuring a single APEX product, is to be clear and shows the product isolated (background removed) in full color.
Lifestyle Photography
Lifestyle photography has a clear focal point. Lifestyle photography shows happy people enjoying life. These photos are al- ways in full-color. Photos at the top of the website homepage will always be in full- color also.
Brand Photography
Whenever APEX employees, APEX equip- ment, or APEX products are featured in the context of a background, APEX Red is clearly accented with the rest of the image desaturated.
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Visual Identity Manual • Headshots
Headshots are a specific type of brand photography that clearly identify the em- ployees of a brand.
As with all brand photography, headshots clearly display the professionalism of the APEX brand.
All headshots are to be professionally taken and are to exhibit the professional- ism of the employee displayed and the
company represented. As such, staff members are to dress professionally in a manner befitting the APEX brand.
Photos should be taken against a well-lit gray background with the subject smiling and facing left. Men should wear a dark jacket with a corresponding button up shirt. Women should wear business ca- sual attire.
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Visual Identity Manual • Typography
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With it’s neutral, yet friendly appearance, the accessibility of Open Sans, in combi- nation with Light, Italic, Regular, and Bold, makes it a natural choice for the official typeface of APEX Waterjetting.
Its thick skeleton sets Open Sans Bold apart as the chosen typeface for head- ings. When a heading is used, the font needs to be at least 130% of the body text. All subheads are to be in Open Sans - Light - in all caps.
Consistent use of these fonts for all mate- rials related to APEX Waterjetting will ensure a solid identity.
All text for official documents must be col- ored as APEX Charcoal. Fonts must not be distorted or replaced by other similar fonts.
Where possible, text should be justified with no noticeable “rivers” and without more than one hyphen in consecutive lines. Tracking should be adjusted accord- ingly, and leading is to be well-spaced.
When used in reference to the brand, the word “APEX,” should appear in all caps.
Headers in Open Sans
SUBHEADS IN ALL CAPS OPEN SANS
Open Sans - Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789%$&@o*(.:;·#/!?) We aspire to dominate the ultra-high pres- sure water jetting consumable parts industry.
Open Sans - Italic abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789%$&@o*(.:;·#/!?)
Our goal is to positively impact each team member financially in a way that not only takes care of their families but allows them to live lives of significance by being generous to others in a way that each one feels pas- sionately about.
Open Sans - Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789%$&@o*(.:;·#/!?) Our mission is to help our customers have the correct amount of consumable inven- tory, all the time, automatically.
Open Sans- Bold abcdefghijklmnñopqrstuvwxyz ABCDEFGHIJKLMNÑOPQRSTUVWXYZ 0123456789%$&@o*(.:;·#/!?)
The benefits or impact that we have starts with our families and extends to our communities and our world.
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Visual Identity Manual • Email Signatures
Ever email that comes from APEX Water- jetting reflects upon the company.
Using a standardized email signature is another way to strengthen and reinforce the APEX brand.
The APEX email signature is very similar to the APEX business card and contains the same information. Within each signature, all fonts are specified as “Sans Serif” and are size “normal.”
All text is able to be selected, and all hy- perlinks are able to be clicked.
DAVE FRIDAY President & Owner
Phone:
1-866-273-9109 Ext. 704
Fax or Text:
1-866-273-9109
Email:
[email protected]
Address:
3569 SW Corporate Parkway Palm City, FL 34990 USA
APEXWATERJETTING.COM
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Visual Identity Manual • Text Consistency Rules
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Consistent use of all aspects of APEX branding makes us memorable and trustworthy in the eyes of our customers. Below are precedents for how we treat the following text.
MEASUREMENTS
APEX Waterjetting is a global company, and as such, we must consistently repre- sent our tools with the specifications that our target audience is familiar with.
Bar measurements are placed in paren- theses behind psi increments, and the bar increments have no commas
▪ Example: 55,000 psi (3792 bar)
WORD USAGE
JetLance is always spelled with a capital J and capital L
PHONE NUMBERS
Phone numbers always have this format: 1-XXX-XXX-XXXX
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3.0
Brand Voice
APEX Waterjetting • Brand Standards Manual • Edition 3 • July 2019


Brand Voice • Personality & Tone
The APEX personality not only comes through when we speak in reference to our brand, it comes through in every communication we create, reflecting our core values.
CONTRIBUTOR
APEX Waterjetting’s first goal is to be a significant contributor to the water jetting industry. We believe the better our industry does, the greater opportunities will be present for the families it supports.
Secondly, we are focused on contributing products and pro- cesses to the businesses of the customers we serve to make a notable impact on their operations & bottom line.
DISCIPLINE
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10X MINDSET
Following Mr. Allen Forte’s advice in his book Becoming Uncom- monly Effective, we will strive diligently to be better today than we were yesterday with the six disciplines outlined in the book. The six disciplines that build one on another are: Perspective, Preparation, Way With People, Disposition of Courage, Team- work, Excellence & Results.
Believing that “setting massive goals and taking massive action is the only way to fulfill our true potential,” we ardently hold to the same views as Grant Cardone in his book The 10X Rule. We believe the difference between mediocrity and massive success is following the 10X principles, and we want to bring that mind- set to our industry and the customers we serve.
INTEGRITY
Integrity comes from the same root as “integer.” An integer is a whole number, and so to operate with integrity is to “remain whole,” or have a soundness in our moral character. To us, this means operating in a manner that is above reproach, adhering to ethical principles in all our dealings. Thus, at the very core of APEX Waterjetting is this value of integrity.
RESPECT
We believe that every human was made in the image of God, and therefore has an inherit dignity and worth. At APEX, we rec- ognize that principle and treat others accordingly, competitor and comrade alike.
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4.0
Products
APEX Waterjetting • Brand Standards Manual • Edition 3 • July 2019


Products • Business Card
Team members of APEX Waterjetting use the business card as their chief identifying handout.
The business cards contain the signature red bar at the base of the card and the APEX mountain vector.
APEX business cards also include relevant contact information as well as a black and white headshot contained within a circle.
Headshots on business cards business cards personality, relatability, and recog- nizability. They serve as a reminder to the customer of who you were and how you served them.
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DAVE FRIDAY President & Owner
Phone:
1-866-273-9109 Ext. 704
Fax or Text:
1-866-273-9109
Email:
[email protected]
Address:
3569 SW Corporate Parkway Palm City, FL 34990 USA
A P E X W A T E R J E T T I N G . C O M
ALI SADER Founder & Owner
Phone:
1-866-273-9109 Ext. 700
Fax or Text:
1-866-273-9109
Email:
[email protected]
Address:
3569 SW Corporate Parkway Palm City, FL 34990 USA
A P E X W A T E R J E T T I N G . C O M
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Conclusion • Moving Forward
The APEX Waterjetting brand identity symbolizes strength, integrity, respect, in- novation, and excellence. Our brand was uniquely developed to convey these spe- cific messages. Because of this, brand consistency is very important to us.
In addition to ensuring brand consistency, these branding guidelines promote a level
of excellence that coincides with APEX Waterjetting’s values and upholds the company as a leader within this industry.
We expect all of our vendors and partners to treat our brand with value and respect by adhering to the logo, typography, and layout principles provided in this guide.
APEX Waterjetting • Brand Standards Manual • Edition 3 • July 2019