Brand Guidelines Introduction Corporate guidelines ensure that the visual design elements of General Tire are applied correctly in every application in which General Tire is identified. Published guidelines are essential for providing consistency in a large organization. These guidelines should be followed to give General Tire a global uniform corporate identity, greater visibility and powerful marketing possibilities. It is important that the standards are strictly followed, especially in regard to those of the General Tire logo. The success of maintaining corporate identity depends on the ownership of its goals and values by every associate. Any questions regarding General Tire corporate brand guidelines should be directed to the Continental Tire North America, Inc. (CTNA) Corporate Marketing Department. The New General Tire Brand Guidelines The General Tire Logo Mark The General Tire logo mark is comprised of two trademarked elements: 1. The General Tire logotype 2. The General Tire “GT” symbol (also referred to as the “shield”) This is a registered trademark, and its use by any other organization is not allowed without expressed, written permission from Continental Tire. General Tire’s identity is an important asset and managing it is an important responsibility. The objectives of this corporate identity are as follows: • To present a well-articulated, consistent and legally protected corporate identity. • To lay the foundation for recognition of and preference for General Tire among customers, associates, vendors, investors and the general public. • To demonstrate the essence of the General Tire brand. The New General Tire Brand Guidelines What Makes It Unique? The General Tire logo mark was created as a specific artistic style to convey the personality and voice of the General brand. In order to protect the integrity of our brand, the logotype must never be altered or replaced by any other type. The New General Tire Brand Guidelines Primary Logo – Full Color Application The full-color application of the primary General Tire logo is shown at right, with the color combination of PMS 200 and PMS Black. Primary Logo – One Color Application While the full-color application is preferred, the logo may also appear in solid black. The GT symbol must be flattened when used in one color. On a white background, the shield shape is filled with black. The New General Tire Brand Guidelines Primary Logo – Reverse Two Color Application The General Tire logo may appear on a black background, with minor modifications. Primary Logo – Reverse One Color Application The General Tire logo, if appearing on a black background, may be rendered in solid white. The GT symbol must be flattened when used in one color. On a black background, the shield shape is outlined in white. The New General Tire Brand Guidelines Primary Logo – Other Applications For signage and other high impact uses, the General Tire logo may appear on a General Red background, with minor modifications. The GT symbol must be flattened when used in one color. On a red background, the shield shape is outlined in white. In rare circumstances, such as a billboard requiring a less horizontal size, the GT shield element may appear above the General Tire logotype. The New General Tire Brand Guidelines Minimum Clear Space Clear space refers to a distance of “X” as a unit of measurement, surrounding each side of the General Tire logo mark. “X” equals the height of the letter “G” of the General logo. A minimum clear space requirement has been established to ensure the prominence and clarity of the General Tire signature. It is essential that the General logo remains free of all graphics, identities, photography, and typography. The New General Tire Brand Guidelines Minimum Size Minimum size refers to the smallest size at which the General Tire logo mark may be reproduced to ensure its legibility. The minimum reproduction size of the General Tire logo is 3/8" in height, based on the height of the GT symbol of the logo. However, when space limitations dictate the use of a reproduction size that is smaller than the recommended minimum, contact the CTNA Corporate Marketing Department for approval of those special applications. Observe the reproduction size requirements of the signature to avoid poor quality or distortion. The New General Tire Brand Guidelines Primary Color Palette The General Tire corporate logo is a two-color identity. In order to reflect General’s heritage while still giving it a fresh new feel, a deeper red has been chosen as the primary color. Known as General Red, its color reference is PMS 200 from the Pantone Matching System. It can also appear in solid black, or in white on a black background. The New General Tire The New General Red PMS 200 C: 17 M: 100 Y: 82 K: 7 R: 193 G: 4 B: 53 Hex #C10435 Web Color #CC0033 Black PMS Black C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 Hex #000000 Web Color #000000 Gray PMS Cool Gray 8 C: 45 M: 37 Y: 35 K: 1 R: 146 G: 148 B: 151 Hex #929497 Web Color #999999 Brand Guidelines Incorrect Usage of the Logo ³ Do not use the logo mark without the word “TIRE” in the proper position. ³ Do not use the logo mark without the swoosh symbol in the proper position. ³ Do not change the appearance, shape or size of any element of the logo. ³ Do not use unapproved colors in any part of the logo mark. ³ Do not use unapproved colors as a background for the logo. The New General Tire Brand Guidelines Incorrect Usage of the Logo continued ³ Do not cut off any part of the logo. ³ Do not change the proportions or locations of any part of the mark. ³ Do not stretch the logo. ³ Do not skew or distort the logo. These are just examples of potential misuses of the General Tire logo. Please contact CTNA Corporate Marketing Department if you have any issues or concerns regarding logo usage. The New General Tire