This style guide is to help LORENTZ and our partners to keep a consistent and professional corporate image to customers and potential customers. We allow our partners to use the LORENTZ logo in a professional way and offer lots of flexibility in how this can be done. There are a few RULES that must not be compromised.
No modifications to the shape, elements or colors outside the options given should be made without prior written agreement from LORENTZ
The LORENTZ name and logo should not be used with any other business name where it could be interpreted that there is legal partnership or co-operation that does not exist. So, do not misrepresent LORENTZ or use materials that could confuse customers .
The LORENTZ name and logo must never be used in a negative context – for example in competitor advertising or negative magazine / blog articles.
Color C M Y K Pantone R G B
Blue 100 32 0 0 3005C 0 122 201
Yellow 0 15 100 0 116C 254 203 0 We are very proud of our logo and
the investment that has been made in building the LORENTZ reputation. The guidelines below help us protect the value of the logo for LORENTZ and partners of LORENTZ.
Protection Zone
Always leave a protection zone on all sides of the LORENTZ logo that is at least equal to the height of the logo.
LORENTZ Style Guide|3
LORENTZ Logo
Colors - LORENTZ
Use of LORENTZ Colors
Logo Options
2 Color on white background
1 Color on white background
2 Color on blue background 1 Color on blue background
1 Color on white background
Digital logo files - Files are provided for print and screen use on LORENTZ partnerNET. Do not modify these files.
4
Do’s
8
Don’ts
LORENTZ Style Guide|5
Keep the logo away from the complex areas of photographs.
The logo can be used vertically. Always run the logo bottom to top on left hand pages and top to
bottom on right hand pages Observe correct logo direction.
No Drop Shadow
No Outer Glow
No Gradient Tints
No Extra Sheering
Don’t modify logo aspect ratio
No Bluring
No Warping
The logo can be overlaid onto photographs but only over areas where there is a clear area of color.
t
t
t
Undersize
This strapline explains the core
value that LORENTZ brings to
partners and customers. Using
the sun, to transport water, to
sustain and enable life.
The strapline is provided as a
digital download for screen
or print use on the LORENTZ
partnerNET. Please use these
files rather than recreating
the strapline. The strapline
should be treated as a logo,
the typography, colors and
protection zone should be
maintained.
The strapline can be used with
the logo or on the same page.
The strapline should not be
used where the LORENTZ logo
is not visible.
The colors of the strapline
follow the LORENTZ logo. If
a single color logo is used a
single color strapline should be
used.
Digital logo files - Files are provided for print and screen use on LORENTZ partnerNET.
Do not modify
these files.
Logo Positioning
We actively encourage dual branding of marketing campaigns, advertising materials and sales information with our partners.
Guidelines for dual
branding
Keep the protection zone around the LORENTZ logo
Lead with either one brand or with both brands being equal – this gives a better message. Try to include current LORENTZ
campaign themes, this will help to spread the message and create recognition for us all across markets
We are happy for phrases such as “PARTNERX and LORENTZ working together” or “PARTNERX working with LORENTZ” to be used in these situations.
Examples of Dual Branding
4
Do’s
8
Don’ts
Partner X
PARTNERX and LORENTZ working together Partner X
Partner X
Partner X
PARTNERX
PARTNER X
“Identity angles” are used to to create a house style for LORENTZ documents.
The angles follow the leading angle of the “L” in the LORENTZ logo.
As a guideline the triangle will provide the correct angles.
Identity Angles
Partnering with LORENTZ
We bring our solutions to market via a network of distr bution partners. Supporting this network is a key part of what we do. We are excited and proud of our products and pass this passion onto our partners by offering very practical education, pre sales and post sales support. We have made signifi cant investments in providing industry leading tools which makes specifying systems simple, accurate and a real point of differentiation for our partners. The technology we have is all focussed on key growth markets. Because of the diversity of these markets, both geographically and across the socio economic mix we have a fast grow ng, self-funding business that allows us to keep control of our own destiny without external infl uence. Partnering with LORENTZ makes sense now and for the future.
BERNT LORENTZ GmbH & Co. KG Kroegerskoppel 7 24558 Henstedt-Ulzburg Germany T: +49 (0) 4193 7548 - 0 www.lorentz.de
For homes with swimming pools, circulation and fi tration pumps used to keep pools clean are typically the second biggest consumers of electricity. Using the technology, expertise and experience gained in cr tical drinking water applications, LORENTZ has a range of pool pumps that use zero electricity and have a much longer life than traditional AC pumps. Additional benefi ts come from the pumps quiet operation and modular construction for simple maintenance. LORENTZ solutions save the homeowner money and reduce their environmental footpr nt. Tax benefi ts and government grants also encourage homeowners to make the change to solar pumping. LORENTZ pool pumps are a compelling proposition in this fast growing market.
A4 Ratios
Blue angle is always sized in 25% portions to the entire page length Yellow Angle is always set at 25% of entire page length
Identity Angles
LORENTZ Style Guide|11
Use of LORENTZ Name
LORENTZ is always set in upper case.
The full company name Bernt Lorentz GmbH & Co. KG is only used where formally correct indication is required, e.g. imprint or warranty declarations.
Example:
Facessenim audipsum reprovit, ent fugiantia natio ius ut libustem et LORENTZ volor si offic tecto cum doluptas magnihite volectati sus.
Fonts
Standard font for LORENTZ publications is Frutiger Condensed.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Standard alternative font when Frutiger is not available, e.g. in Office documents, is Arial/Helvetica/Calibri.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Product names on labels are in Franklin Gothic Heavy Italics.
abcdefghijklmnopqrstuvwxyz
LORENTZ Style Guide|13
LORENTZ use 4 color ways and icons when representing the four key application areas. The actual logo is a 50% white tint.
Drinking Water
For people and livestock applications
Irrigation
For crop irrigation applications
Responsible Leisure
For swimming pools, spas and ornamental pools
Solar Capture
We provide photographs to help our partners represent and promote LORENTZ products in printed media, online and at live events. Below are some guidelines for how we expect these photographs to be used.
Photographs should only be used to present LORENTZ products positively
Product photographs should be accompanied by text that explains that they are LORENTZ products and where possible the LORENTZ logo should also be shown.
Photographs should not be modified in anyway
Where an application (LORENTZ product in use) picture is use, recognition should normally be given by adding a small line below the photograph stating “Used under kind permission of Bernt LORENTZ GmbH & Co KG”. Some photographs may have additional requirements but these will be stated at download time.
Calibration
Color Calibration page
Please only use this if printed by a trusted reprographic house with color matching capabilities. To ensure you have the right colors please contact LORENTZ marketing for a calibrated print sheet.
Primary Colors
Secondary Colors
Correct Angle
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LORENTZ Blue 3005C 100% LORENTZ Yellow 116C 100%
LORENTZ is a market leader in solar powered water pumping solutions. Since being founded in Germany during 1993 LORENTZ has continually innovated and excelled in engineering while growing market reach through a network of professional sales and service partners.
Today LORENTZ continues with headquarters and design functions in Germany while keeping all manufacturing in house at locations across the world. LORENTZ products are represented in 120 countries with over 75,000 systems in operation. Partnering with LORENTZ makes sense now and for the future.
