GLOBAL STYLE GUIDE

LOGO STANDARDS AND

CORPORATE MATERIALS/SIGNAGE


TABLE OF CONTENTS

Protecting Our Brand Identity____________________________________________________________________________________________________________ 3

Logo Applications, Colors and Backgrounds______________________________________________________________________________________________ 4

Logo Clear Space Requirements__________________________________________________________________________________________________________ 7

Logo Minimum Size Requirements________________________________________________________________________________________________________ 8

Unacceptable Logo Applications__________________________________________________________________________________________________________ 9

Tagline Use________________________________________________________________________________________________________________________________ 11

Brand Colors – Case IH and Fiat Group_ ________________________________________________________________________________________________ 12

Font Usage_ _______________________________________________________________________________________________________________________________ 13

Stationery – Corporate Case IH__________________________________________________________________________________________________________ 14

E-mail Signature_ __________________________________________________________________________________________________________________________ 17

PowerPoint® Template_____________________________________________________________________________________________________________________ 18

Wearables – Corporate___________________________________________________________________________________________________________________ 19

Facility Signage_____________________________________________________________________________________________________________________________ 20

Dealer Signage_____________________________________________________________________________________________________________________________ 21

Dealer Service Vehicles____________________________________________________________________________________________________________________ 22


PROTECTING OUR BRAND IDENTITY

The evolution of the Case IH logo is the embodiment of our brand, reflecting our growth and providing a consistent thread on products.

With proper use, our logo represents the best of our brand’s values and adds equity to our brand. However, the logo is fragile and can lose

its value and legal rights when misused.

The following logo usage guidelines have been created to ensure all internal and external messages reflect a consistent look and feel for

maximum impact. By carefully following these standards, we will present ourselves as one company with a clear mission.

Building the Future on Strong Roots

The Case IH logo reflects our unified movement toward achieving our goals and the goals of our customers. Our heritage is represented

through the red driver “i” as a symbol of our focus on our customers. The addition of the word AGRICULTURE calls out the heart of our

business. Overall, the logo signifies both our powerful roots and our commitment to premium quality and craftsmanship in our tractors,

combines and other equipment.


LOGO APPLICATIONS, COLORS AND BACKGROUNDS

Preferred Version
The Case IH logo consists of bold black letterforms with a powerful Pantone® 187 red driver “i” and AGRICULTURE blaze. This is the
preferred logo treatment and should be used whenever possible.

The preferred treatment for the Case IH logo is a two-color positive application (left).
If necessary, the logo also may be used in a reverse two-color application (right).


LOGO APPLICATIONS, COLORS AND BACKGROUNDS

One-Color Version

When two-color printing is not available, the logo may be used in a positive, solid black (left)
or a reverse, solid white (right) application.

Logo Use on Red Background

The one-color logo may appear on a red background in a positive application (left) or a reverse application (right).

Logo Use on 30% Black Background

The two-color logo (left) or a solid black application (right) may be used on a 30% black background.


LOGO APPLICATIONS, COLORS AND BACKGROUNDS

Always use the black logo with the red driver “i” and AGRICULTURE blaze on any four-color process image that is light in tone.


LOGO CLEAR SPACE REQUIREMENTS

To ensure the Case IH logo is free from visual distraction, elements such as other logos, charts and graphs must be positioned at a minimum

required distance from the brand mark. This is defined as “clear space.”

The following examples show the required minimum clear space above, below and to the sides of the logo. Clear space is defined in terms

of the “X” measurement, which is the height of the C plus the AGRICULTURE blaze in the logo.

X X

The minimum clear zone equals the height of the C letterform within the logo plus the Agriculture
blaze under the logo. The dotted line indicates the minimum clear space for the logo on all sides
— it is not part of the printed logo.


LOGO MINIMUM SIZE REQUIREMENTS

For the logo to reproduce clearly and remain readable, it is necessary to maintain minimum sizes for newsprint and magazine production.

Newsprint – 1.5 inches wide, two-color and black

Magazine – 1.25 inch wide, two-color and black


UNACCEPTABLE LOGO APPLICATIONS

To maintain the brand value of the Case IH logo, the following logo treatments may not be used.

Never place the logo against a patterned or “busy” background. Never angle the logos. Never use the tagline directly adjacent to the logo.

Never switch the colors of the logotype, the red driver “i” or the
AGRICULTURE blaze, and never print the logo in unapproved colors. Never enclose the logo in an unapproved outline or shape.

Never use a white silhouette or a white “i” with black logo on a red background.


UNACCEPTABLE LOGO APPLICATIONS

Never place the logo on a background without proper contrast.

Never distort or add perspective to the logos.

NEW PRODUCTS
Never use the logo as a substitute for copy in a sentence or headline.

ABC
Never combine the Case IH logo with other logos.

10
TAGLINE USE

“CASE IH. FOR THOSE WHO DEMAND MORE.™ ” is the

Case IH tagline. The tagline should be used separately from

THE SKY USED TO BE THE LIMIT.
the Case IH logo. The tagline should be used as an element Introducing the new Puma™ line from Case IH. Ranging from 135 to 180 PTO hp, these exceptionally
versatile tractors give you precisely the power you need for whatever task you’re tackling. Plus, their new
cleaner-burning, more powerful engines boost both fuel efficiency and productivity. You demand more.
We deliver more. See your dealer or visit caseih.com/na/puma. CASE IH. FOR THOSE WHO DEMAND MORE.™

within national and co-op advertising, direct marketing,

electronic marketing, in-store signage, tradeshow signage and

promotional items, but should NOT be directly adjacent to

the logo.

The tagline should appear in DIN Black Italic font and style.

CASE IH. FOR THOSE WHO DEMAND MORE.™

©2007 CNH America LLC. All rights reserved. Case IH is a registered trademark of CNH America LLC. 700 State Street, Racine, WI 53404 USA. www.caseih.com/na

Examples of Tagline Use

The tagline should be used to conclude the body copy or be

The ProducTiviTy and QualiTy you
displayed prominently with the required minimum clear space WdX SerieS
need To GeT The Job done.

as shown in the examples on this page.

rbX SerieS

JXc SerieS

FarMall® and J SerieS TracTorS

and hayToolS.
• Durable construction with easy-to-operate
functionality

• Cover more acres in less time with a wider

pickup and matched hp

• Combine different tractors and implements

for any variety of conditions CASE IH. FOR THOSE WHO DEMAND MORE.™

© 2007 CNH America LLC. All rights reserved. Case IH is a registered trademark of CNH America LLC. www.caseih.com/na CIH3010705-2

11
BRAND COLORS – Case IH and Fiat Group

The Case IH logo consists of bold black letterforms with a powerful Pantone 187 red driver “i”

and AGRICULTURE blaze. When printing with Pantone inks, it is very important your project be

printed to match the following color specification as it appears on coated paper stock:

Four-color process equivalent:

Cyan – 0% Cyan – 0%
Magenta – 100% Magenta – 0%
Yellow – 79% Yellow – 0%
Pantone Black – 20% Process Black – 100%
187 Red Black

The chip is for reference only. Use an actual Pantone 187 red chip for color matching.

The Fiat Group logo consists of four colors with the name in a bold typeface. There is decorative art in the center. When

printing with Pantone inks, it is very important your project be printed to match the following color specification as it

appears on coated paper stock:

Four-color process equivalent: Four-color process equivalent:

Cyan – 3% Cyan – 0%
Magenta – 0% Magenta – 1%
Yellow – 0% Yellow – 0%
Pantone Black – 13% Pantone Black – 51%
877 Cool Gray 9

Four-color process equivalent: Four-color process equivalent:

Cyan – 100% Cyan – 0%
Magenta – 58% Magenta – 100%
Yellow – 0% Yellow – 35%
Pantone Black – 21% Pantone Black – 27%
294 Blue 215 Red
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FONT USAGE

The font (typeface) used is an important part of the Case IH visual identity. The approved typeface for most applications is the Gill Sans

family, which provides a suitable typeface for almost any application. At times when a print project includes large amounts of body copy, such

as in newsletters or sales collateral, a serif font may be a better choice for enhanced readability. When Gill Sans is unavailable, the substitute

font is Verdana.

Gill Sans Light Gill Sans Regular Gill Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890
%$&»´(°*!??,<>+) %$&»´(°*!??,<>+) %$&»´(°*!??,<>+)

Gill Sans Light Italic Gill Sans Regular Italic Gill Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890
%$&»´(°*!??,<>+) %$&»´(°*!??,<>+) %$&»´(°*!??,<>+)

Verdana Verdana Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890
%$&»´(°*!??,<>+) %$&»´(°*!??,<>+)

Verdana Italic Verdana Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890
%$&»´(°*!??,<>+) %$&»´(°*!??,<>+)

13
STATIONERY – CORPORATE CASE IH
Letterhead
.1562 in. .75 in.
.7932 in. 4 mm 1.950 in. 19.1 mm
20.1 mm 49.5 mm

.1875 in.
4.8 mm
.75 in.
Notes for Printing
19.1 mm
1.1042 in. Format: 8.5 x 11 inches, 279.4 x 215.9 mm
28.1 mm
.7932 in.
20.1 mm .4672 in. 90 g/m2 mat paper
11.9 mm

Logo
Name Pantone 187 and Black (Case IH)
Title

Pantone 877, Pantone 294, Pantone 215 and Pantone Cool Gray 9
(Fiat Group)

Embossed to a depth of 0.15 inch at a 45 degree bevel flat lift

Rule
0.5 pt. Black

Text Composition
Address text:
12 pt. Gill Sans Regular
Upper/lowercase
Black

Name and title text:

Name, 9 pt. Verdana Regular
Upper/lowercase
Black
Title, 8 pt. Verdana Regular Italic
Upper/lowercase
Black

700 State Street, Racine, WI 53404 USA

Tel. (262) 636-6011
.375 in.
9.5 mm

.75 in.
19.1 mm

14
STATIONERY – CORPORATE CASE IH

White Size Number 10 Envelope

.4 in.
10.16 mm 1.5 in.
38.1 mm

.301 in. Notes for Printing

9.1 mm
Format: standard number 10 envelope
.3689 in.
9.3 mm 200 g/m2 mat paper
.2075 in.
5.2 mm
700 State Street
Racine, WI 53404 Logo
Pantone 187 and Black
Embossed to a depth of 0.15 inch
at a 45 degree bevel flat lift

Text Composition
Address text:
8 pt. Gill Sans Regular
9 pt. Line spacing
Upper/lowercase
Black

15
STATIONERY

Business Card
.2362 in.
.5118 in. 1.3583 in. 6 mm
13 mm 34.5 mm
Notes for Printing Text Composition
.3177 in.
8.07 mm
Format: 3.5 in x 2 in, 88.9 x 50.8 mm Name text:
.7066 in.
18 mm 200 g/m2 mat paper Gill Sans Bold
.5118 in. .3328 in.
13 mm 8.4 mm size 10/10 pt. – kerning 2
Logo
Job title text:
Pantone 187 and Black (Case IH)
Name Lastname Gill Sans Italic
Pantone 877, Pantone 294, Pantone 215
Job Title size 8/10 pt. – kerning 2
.8698 in. Company Name and Pantone Cool Gray 9 (Fiat Group)
22.09 mm Address P.O. Box 123 Company name text:
Fargo, ND 58201 Embossed to a depth of 0.15 inch at
Phone (000) 000-0000, Fax (000) 000-0000 Gill Sans Bold
name.lastname@caseih.com a 45 degree bevel flat lift
.1575 in.
size 7/8.5 pt. – kerning 2
4 mm

1.3285 in. Rule General interest data:

33.75 mm
.125 in.
3.175 mm 0.5 pt. Black Gill Sans Regular
size 7/8.5 pt. – kerning 2

Dealer Business Card

.1875 in.
4.8 mm 1.3583 in.
34.5 mm .1875 in.
4.8 mm
Notes for Printing Job title text:
.2176 in.
5.5 mm Format: 3.5 in x 2 in, 88.9 x 50.8 mm Gill Sans Italic
.6093 in.
15.5 mm
200 g/m mat paper
2 size 8/8.25 pt. – kerning 2
.3328 in.
8.4 mm
An Authorized Case IH Dealer Company name text:
Logo
Gill Sans Bold
Company Name Pantone 187 and Black
Address size 9/17.5 pt. – kerning 2
Name P.O. Box 1234 Embossed to a depth of 0.15 inch at
Title Fargo, ND 58201 Authorized Dealer text:
a 45 degree bevel flat lift
1.0597 in.
26.9 mm Title 2
.9091 in.
Phone 1 (000) 000-0000 23.1mm Gill Sans Bold
Phone 1 (000) 000-0000 Text Composition size 6.5 pt. – kerning 2
name.lastname@dealeraddress.com Phone 1 (000) 000-0000
www.webaddress.com Phone 1 (000) 000-0000 Company Name text:
.1875 in. General interest data:
4.8 mm Gill Sans Bold
Gill Sans Regular
size 10/10 pt. – kerning 2
size 7/8.5 pt. – kerning 2

16
E-MAIL SIGNATURE

Below is the preferred signature to be used on all outgoing Case IH e-mail messages.

Name Lastname 12 pt. Verdana Bold, Color: Red (Cyan 0% + Magenta 100% + Yellow 79% + Black 20%)
Title 10 pt. Verdana Regular, Color: Black
700 State Street 10 pt. Verdana Regular, Color: Black
Racine, WI 53404 10 pt. Verdana Regular, Color: Black
Phone ###-###-####
Cell ###-###-#### 10 pt. Verdana Regular, Color: Black
name.lastname@caseih.com 10 pt. Verdana Regular, Color: Black
10 pt. Verdana Regular, Color: Black

17
POWERPOINT TEMPLATE

Use the following Case IH PowerPoint templates when preparing a presentation. The sample templates show the following slide masters:

two Title Slide options and the accompanying Content Slides.

Title Slide (Option 1) Title Slide (Option 2)

Content Slide Content Slide

18
WEARABLES – CORPORATE

When using the Case IH logo on clothing and hats, the preferred clothing colors are black, red and khaki. The logo should always be embroidered

in a proper size to adequately display the letterforms.

19
FACILITY SIGNAGE

Facility signage is a significant branding opportunity to showcase the new Case IH logo. Please work with Case IH Shared Services to determine

a local vendor. Contact Sarah Pickett (sarah.pickett@cnh.com or 262-636-7196) for additional sign details and measurements.

20
DEALER SIGNAGE

Preferred vendors will be identified and communicated to dealers in the near future.

21
DEALER SERVICE VEHICLES

Vehicle graphics should use the reverse two-color Case IH logo. Dealer identification should use a Helvetica medium typeface.

Contact Custom Graphics at 701-237-5685 for current pricing and ordering information.

Dealer Name, Dealer Name,

City, State City, State
Telephone Telephone

Dealer Name,
City, State
Telephone

Updated Dealer Pickup Proof 5/29/07

22
39761 7/5/2007