STYLE
GUIDE
S E C T I O N 1
Our Identity
TRANE | IDENTITY
The Trane logo is the primary graphic element of the identification program and is the legal trademark of Trane. Consistent application and precise reproduction of the logo will reinforce public awareness of Trane products and your business. When the logo is used properly with other elements of the visual system, a unique style can be effectively established.
Typically, the logo will be produced in Trane Red (Pantone Bright Red) on a white background, with the tagline in Trane Grey (Pantone 430).
The incorrect use of the Trane logo can cause confusion in the customer’s mind, thereby diluting the effectiveness of a logo. Most times this confusion can be avoided
by carefully reviewing all printed media. Ask your commercial printer to review these guidelines before starting a project. Your printer should show you a proof copy of all material that is to be printed. Check the logo, colors and other details before approving the final design of all printed media.
Because of the need for flexibility in the printing of the Trane logo and tagline, there are three distinct- sized digital files of the artwork for reproduction. Do not reproduce the logo from this publication. Download images online from the MAX Image Library on ComfortSite™ or consult your Trane Sales Representative for reproducible artwork of the Trane logo.
Introduction
TRANE
|CORPORATE SIGNATURE & TAGLINE
REGISTERED TRADEMARK SYMBOL
REGISTERED TRADEMARK SYMBOL TRANE LOGOTYPE
TAGLINE TRANE LOGOMARK
TRANE LOGO
TRANE LOGO COLORS The logo and tagline is the simplest and most direct
expression of the company’s message, and therefore is applied to all corporate communication materials, including annual reports, corporate advertising, online applications, investor communications, HR, and recruitment programs.
This is the lockup of the Trane logo with the tagline. This unit is comprised of the Trane logomark, the Trane logotype, and the Trane tagline. The size relationship shown here must be maintained in all its applications. These elements, the size ratio of each element to one another, and their position in relation to one another should never be altered, resized, redrawn or modified in any way.
The Trane tagline must be included on all master brand communication materials, such as annual reports, corporate advertising, websites, investor communications, HR, recruitment and corporate presentations. Never use the Trane logo without the tagline and never use the tagline alone. Registered trademark symbols should always be present on both the logo and tagline.
Trane Red is the preferred color to be used for the Trane logo. Trane Grey is the preferred color to be used in the tagline.
Logo & Tagline
T R A N E R E D
T R A N E G R E Y
LOGO SIZE RESTRICTIONS
TRANE | LOGO OPTIONS
The smallest the logo can be used to still be clear and effective is 1.25” wide in print or 125 pixels.
1.25”
PRINT MINIMUM WEB MINIMUM
125 pixels
Trane Logo
HERO LOGO REVERSED LOGO
STACKED LOGO
ON BLACK
TUCKED LOGO
BLACK & WHITE
This is the preferred Trane logo and tagline lockup. Its use across all mediums provides a consistent appearance and ensures the proper relationship between the Trane logomark and logotype. The tagline should appear as shown in Pantone 430 or C-33, M-18, Y-13, K-40.
The alternate logo format is used only in tight horizontal or square space situations, such as a square panel or nameplate. Do not use this format unless the preferred logo format becomes inappropriate for the situation.
The alternate logo format is used only in extremely tight vertical space situations, such as a web banners. Do not use this format unless the preferred logo format becomes inappropriate for the situation.
Optional application of the logo in Trane Red on a black background with tagline dropped out to white. Trane Red must be knocked out of the black background and not an overprint.
The logo and tagline in black printed on a white background. When used on a colored background the logo should always appear in white. Do not use any other color combination. The white logo may also be used on a black background, in place of the “ON BLACK” version, when color is not an option.
LOGO BOUNDARY SIZE OF
1 TRANE LOGOMARK
SIZE OF 1 TRANE LOGOMARK
SIZE OF 1 TRANE LOGOMARK
SIZE OF 1 TRANE LOGOMARK An appropriate amount of space (diameter of 1
logomark) should be left between the Trane logo and other information, such as product names and other logos.
TRANE
|LOGO SPACING
Logo Spacing
TRANE | INCORRECT LOGO USUAGE
1
3
5
7
9
2
4
6
8
10
Incorrect Logo
Usage
Heating & Cooling
Any modification of our logo confuses its meaning and diminishes its impact.
1. DO NOT stretch, skew or distort the logo.
2. DO NOT create new or unapproved logo lockups.
3. DO NOT alter the proportions of the symbol and logotype or adjust the positioning of the logo elements.
4. DO NOT add words to the lockup. 5. DO NOT use the Trane logotype alone.
6. DO NOT add a drop shadow or other special effects. 7. DO NOT recreate the logo in unapproved colors. 8. DO NOT outline the logo.
9. DO NOT use the Trane logomark without the Trane logotype.
10. DO NOT use the Trane tagline alone.
S E C T I O N 2
Visual
System
A D V E R T I S I N G M A T E R I A L S
TRANE
|BRAND COLORS
SECONDARY COLORS PRIMARY COLORS
8 0 %
8 0 % 8 0 % 8 0 % 8 0 %
4 0 %
4 0 % 4 0 % 4 0 % 4 0 %
20 %
20 % 20 % 20 % 20 %
T R A N E G R E Y 4
PA N TO N E 4 3 2 C
C / 6 5 R / 51 M / 4 3 G / 6 3 Y / 26 B / 72 K / 78 H E X / 3 3 3 F 4 8
T R A N E B L AC K
PA N TO N E B L AC K 6 C C / 10 0 R / 16 M / 79 G / 24 Y / 4 4 B / 3 2 K / 9 3 H E X / 101 8 20
T R A N E G R E Y 3
PA N TO N E 4 3 1 C
C / 4 5 R / 91 M / 2 5 G / 10 3 Y / 16 B / 1 1 2 K / 5 9 H E X / 5 B 67 70
T R A N E G R E Y 2
PA N TO N E 42 9 C
C / 2 1 R / 16 2 M / 1 1 G / 170 Y / 9 B / 17 3 K / 2 3 H E X / A 2 A A A D
T R A N E G R E Y 1
PA N TO N E 428 C
C / 10 R / 19 3 M / 4 G / 19 8 Y / 4 B / 20 0 K / 14 H E X / C 1C 6 C 8
T R A N E L I G H T G R E Y
PA N TO N E 427 C
C / 7 R / 20 8 M / 3 G / 2 1 1 Y / 5 B / 2 1 2 K / 8 H E X / D 0 D 3 D 4
T R A N E G R E Y
PA N TO N E 4 3 0 C
C / 3 3 R / 1 24 M / 1 8 G / 13 5 Y / 13 B / 142 K / 4 0 H E X / 7C 878 E
T R A N E R E D
PA N TO N E B R I G H T R E D C C / 0 R / 2 5 5 M / 8 8 G / 4 3 Y / 10 0 B / 0 K / 0 H E X / F F 2 B 0 0
G T A M E R I C A M O N O L I G H T I T A L I C
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
GT A M E R I CA R EG U L A R
A BC D E FG H I J K L M N O P Q RST U V WX YZ 1 23 4 5 678 9 0
a b c d efg h i j k l m n o p q rs t u v w x y z
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec imperdiet bibendum augue vel scelerisque. Aliquam commodo tincidunt lectus, consequat euismod dolor dictum ac. Pellentesque tristique convallis auctor. Aenean sit amet faucibus lacus. Vivamus ullamcorper sapien et nisl cursus facilisis semper vitae diam. In nec gravida augue. Etiam rutrum nunc nibh. Nunc felis risus, faucibus et cursus nec, laoreet sit amet ligula. Nam posuere felis non tempus porta. Ut posuere metus vestibulum, egestas nisi eleifend, rhoncus nunc.
TRANE
|ADVERTISING FONTS
GT America GT America Mono Light Italic GT America Regular
H E A D L I N E B O D Y
B O D Y C O P Y E X A M P L E H E A D L I N E E X A M P L E
U S E A L L C A P S
F O N T S I Z E = 4 1 p t L E A D I N G = 3 5 p t T R A C K I N G = + 3 0
F O N T S I Z E = 9 p t L E A D I N G = 1 7 p t T R A C K I N G = 0
The GT America Font Family is Trane’s approved brand typeface. It’s a very versatile type system consisting of eighty-four styles across six widths and seven weights.
The brand will take advantage of GT America’s versatility in marketing communications, but when it comes to advertising materials only GT America Mono Light Italic and GT America Regular should be used to keep things simple and consistent across all dealer and consumer advertising pieces.
Never use any other fonts in advertising materials.
Specific fonts, usages, and examples are shown here.
Contact your channel marketing team to access the font.
FROZEN,
YET RUNNING.
S E C T I O N 3
Campaign
Overview
TRANE
|CAMPAIGN OVERVIEW
Tested to Run
“Tested to Run” is the latest advertising campaign from Trane—putting focus on the rigorous testing every Trane product endures to fulfill the promise of being hard to stop.
For the launch of this new campaign TV, radio, print, digital and outdoor assets were developed to support a more serious, driven and innovative tone.
Brand Promise
Every asset in the campaign supports our brand promise— Never stopping. Never Settling. Through eye catching photography and bold messaging, each piece reinforces the extreme testing methods we use to create products that can run through anything.
TRANE
|CAMPAIGN USAGE
Creating A
Strong Brand
Creating assets across a variety of mediums allows the messaging to be encountered at multiple touchpoints. The more a customer sees the messaging the more likely they are to absorb the information and attribute it to the brand. Getting our messaging out into the world in as many ways as possible increases the impact of the work and creates a stronger and more valuable brand for years to come.
TV
SOCIAL
CONSUMER
RADIO
PR
OUTDOOR DIGITAL
DIRECT
Staying Consistent
As a large part of customer communication, the advertising campaign promotes compelling brand messaging that is important to capture attention in a crowded landscape. Consistent application and precise reproduction magnifies the impact of the messaging.
Using the provided assets and following the specified style guidelines will help maintain a clear message and strong brand. Variations to any piece of the communication adds noise to the market and can create confusion amongst customers.
TRANE
|CAMPAIGN ASSETS
SNOW PRINT
SOUND PRINT
SNOW OUTDOOR
SOUND OUTDOOR
Campaign
Assets
Each campaign piece focuses on a different extreme test. A variety of products, environments and messaging are highlighted and should be utilized to fit your target audience.
TRANE
|CAMPAIGN ASSETS
ICE PRINT
RAIN PRINT
ICE OUTDOOR
RAIN OUTDOOR
Campaign
Assets
(Continued)
TRANE
|CAMPAIGN ASSETS
DUCTLESS PRINT DUCTLESS OUTDOOR
Campaign
Assets
(Continued)
TRANE
|REGIONAL ASSETS
REGIONAL PRINT 1
REGIONAL PRINT 2
REGIONAL OUTDOOR 1
REGIONAL OUTDOOR 2
Regional Assets
(Extreme Testing)
To address regional areas where extreme weather is less likely, we’ve added assets with varying headlines to focus on the broader story of our extreme testing. Highlighting the fact that Trane tests every product beyond any weather they may encounter.
TRANE
|CAMPAIGN PRINT
C A M P A I G N I M A G E
B R A N D M E S S A G E
H E A D L I N E
B A C K G R O U N D C O L O R
L I N E C O L O R
B O D Y C O P Y Print is still one of the hardest working mediums. People
spend more time with the ad and therefore you can convey more than a single message. In this case, longer copy is used to relay more specific information on the testing featured in the image.
INFORMATION HIERARCHY - Brand Message
- Dealer Message (including offers or coupons) - Logos & contact information
DO
- DO use both the image and the headline. Never use one without the other.
- DO maintain sufficient spacing around the Trane logo.
DO NOT
- DO NOT use the Image or headline alone. - DO NOT stretch or crowd the Trane logo.
L O G O M E S S A G E
We put every Trane through the harshest conditions nature or our engineers can throw at it—like freezing conditions in our SEET lab. That’s how we get a product you can count on to run through anything. We never settle, so it never stops.
FROZEN,
YET RUNNING.
0 8 : 3 6 : 4 5 S E E T L A B XV20i TRUCOMFORT™
GT America Mono Light Italic All caps Font Size = 41pt
Leading = 35pt Tracking = +30 Color = White
Trane Light Grey
Trane Grey 2 - 75%
GT America Regular Font Size = 8pt
Leading = 15pt Tracking = 0 Color = Trane Grey
D E A L E R M E S S A G E L O G O & C O N T A C T
L O G O M E S S A G E
TRANE
|CAMPAIGN OUTDOOR
Outdoor
A billboard can reach a wide range of consumers quickly. However, the tight space and limited viewing time means less information can be conveyed. The recommendation is eight or fewer words in a headline and a limit of four additional elements. For example: logos and contact information.
DO
- DO use both the image and the headline. Never use one without the other.
- DO maintain sufficient spacing around the Trane logo.
DO NOT
- DO NOT use the Image or headline alone. - DO NOT stretch or crowd the Trane logo. - DO NOT overcrowd the billboard space.
WHEN
UNSTOPPABLE
FORCES MEET.
H E A D L I N E B A C K G R O U N D C O L O R
L I N E C O L O R C A M P A I G N I M A G E
GT America Mono Light Italic All caps
Font Size = 124pt Leading = 135pt Tracking = +30 Color = Trane Grey
Trane Light Grey
Trane Grey 2 - 75%
B R A N D M E S S A G E
D E A L E R M E S S A G E L O G O & C O N T A C T
L O G O
TRANE
|CAMPAIGN DIGITAL
Digital
Banner ads make targeting a specific customer easier. Impressions can also be more easily tracked. However, the space to convey messaging is limited and varies extensively. Similar to billboards, short headlines with eight words or less are recommended in the largest banners sizes. As well as limiting additional elements. Smaller sizes should have even fewer words and elements. A call to action (CTA) is recommended to increase click through rates.
Additional sizes are available on MAX.
DO
- DO use both the image and the headline. Never use one without the other.
- DO maintain sufficient spacing around the Trane logo. - DO used a short, compelling CTA.
- DO link to a webpage with corresponding messaging.
DO NOT
- DO NOT use the Image or headline alone. - DO NOT stretch or crowd the Trane logo. - DO NOT overcrowd the banner space.
B R A N D M E S S A G E
L O G O & C T A
C A M P A I G N I M A G E
H E A D L I N E
B A C K G R O U N D C O L O R
C T A L I N E C O L O R GT America Mono Light Italic All caps Font Size = 22pt
Leading = 30pt Tracking = +30 Color = Trane Grey
Trane Light Grey Trane Grey 2 - 75%
TRANE
|ADVERTISTING PHOTOGRAPHY
ICE
SOUND
SNOW
RAIN
Campaign
Photography
We shot this photography specifically for use in our
“Tested to Run” advertising campaign, to highlight the extreme testing every Trane product endures. All advertising communications using national creative should use this photography.
For questions about correct usage contact the Trane Brand Team.
TRANE
|IMPROPER USE
Improper Use
The “Tested to Run” campaign assets are recommended for any current advertising and short-term messaging. More permanent messaging, such as truck wraps and long-term store signage, should use more general branding. Approved truck wraps and decals can be found on MAX under INFO CENTER, or by contacting Signature Graphics.
S E C T I O N 4
Dealer
Toolkit
TRANE
|CORPORATE SIGNATURE & TAGLINE
To keep things simple and to ensure that we develop consistent presentations, we have developed a template that is aligned with our visual system. Always use this template as a starting place, whether you’re building a presentation for internal or external use.