Clear Space and Minimum Size Acceptable/Unacceptable Usage Logo Files Dealer Co-branded Logo Use... 7

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TABLE OF CONTENTS

Exmark Graphic Standards

Table of Contents . . . 2

Exmark Logo. . . 3

Clear Space and Minimum Size . . . 4

Acceptable/Unacceptable Usage. . . 5

Logo Files . . . 6

Dealer Co-branded Logo Use . . . 7

X Icon. . . 9

Clear Space and Minimum Size . . . 10

Size/Ratio and Proximity. . . 11

Exmark Logo and X Icon Usage Examples. . . .12

Acceptable/Unacceptable Usage. . . 13

Logo Files . . . 14

Product and Additional Logos. . . 15

Name Usage . . . 16

Typography . . . 17

Color . . . 18

Print Samples Full-Page Trade Publication Ad . . . 19

Full-Page Trade Publication Ad with Offer and Dealer Tag . . . 20

Newspaper Samples. . . 21

Point of Purchase . . . 22

Overview. . . 23

Web/Video Samples Web . . . 24

Video . . . 25

X Icon Gear Samples. . . 26

Product Branding Guidelines. . . 27

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EXMARK LOGO

WHITE BORDER FOR REVERSE APPLICATIONS

REGISTERED MARK (when logo is on a white background, registration mark is black)

BLACK OUTLINE WHITE TYPE

RED CIRCLE

3

Overview

The Exmark Logo is the main visual identifi er of the Exmark brand. There is only one Exmark

Logo. It should appear in color whenever possible. One, two and four-color versions in positive

and reverse are available for printing. A digital version is also available for optimal reproduction

with screen applications. See page 6 for a complete listing.

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4

Maintain a minimum clear space between the Exmark Logo and any other elements.

EXMARK LOGO

Draw a square the width of the Exmark “M” to measure clear space around logo.

1 m Clear Space and Minimum Size

Preferred Size

A good rule of thumb for the size of the Exmark Logo is 1.125” on an 8.5” x 11” ad. Since there are many factors to take into account, use this as a starting point and not an absolute rule.

Minimum Size

To ensure legibility, the Exmark Logo should never appear smaller than this. Some processes, such as screen printing, may require a larger logo to be legible. Always consult with your vendors on specifi c jobs to assure acceptable reproduction of the logo.

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Acceptable/Unacceptable Usage

5 EXMARK LOGO

4-Color on Exmark Red 4-Color on Exmark Dark Gray 4-Color on Exmark Light Gray

1-Color on Gray

4-Color on Black

1-Color on Black 4-Color on uniform

image areas

1-Color on Uniform Image Areas

Acceptable Logo Usage

The Exmark Logo should be used unaltered, in full color whenever possible. If only one color is

used, the logo must be black or reversed.The logo may only appear on approved background

colors and images as shown below unless written permission is received from Exmark

Marketing Communications prior to production.

4-Color on uniform image areas

Do not place logo on busy

image areas.

Do not place logo on other background colors.*

e

x

mark

Never resize, skew or alter the

proportions of the logo.

Do not use the logo as a part of another word.

Do not screen back any part of the logo.

Do not change the colors in the logo.

Do not recreate the logo with any other typeface or shape. Unacceptable Logo Usage

tra

Do not place logo on other background colors.* * On dealer co-branded materials or if Exmark is a sponsor and has no control over the colors of the materials, sponsored event,

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4-Color Process Logos

For CMYK printing such as magazine ads,

direct mail and posters.

Digital Logos

For screen applications such as web and video.

See color section for web color formula.

2-Color Spot Logos

For 2-color printing such as letterhead,

business cards and screen printing.

1-Color Logos

For single-color jobs.

Logo Files

The following Exmark Logo fi les are available to download. If you are unsure of which to use,

check with your designer or printer.

6 EXMARK LOGO

Exmark_RGB.eps

Exmark_RGB_rev.eps Exmark_CMYK_rev.eps Exmark_CMYK.eps

Exmark_K_rev.eps Exmark_K.eps

Exmark_PMS1805_rev.eps Exmark_PMS1805.eps

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Dealer Co-branded Logo Use

7

Co-branding guidelines are provided here to help dealers create their own Exmark materials.

Use these logo lockups for wearables, identity (business cards, letterhead and envelopes),

signage or other items that warrant equal dealer and Exmark exposure. It is not mandatory to

use dealer and Exmark logos together. It is also OK for the dealer logo and the Exmark Logo to

appear in different locations on an item—like front and back of a shirt. However, when they are

linked, follow these guidelines:

EXMARK LOGO

SMALL ENGINE SPECIALISTS SMALL ENGINE SPECIALISTS

Always use a .5 pt black rule divider. Width must match that of the longest logo. Use the 1m

clear space rule outlined on page 4. Never make the

dealer logo taller than the Exmark Logo.

Horizontal Dealer Logos—Stacked

Preferred dealer logo color is black.

SMALL ENGINE SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS SPECIALISTS

Vertical Dealer Logos—Stacked

Center logos vertically.

Dealer Logos—Side by Side

Size/ratio rules still apply on side-by-side versions.

SMALL ENGINE SPECIALISTS SPECIALISTS SPECIALISTS SMALL ENGINE SPECIALISTS SMALL ENGINE

SMALL ENGINE SMALL ENGINE

SPECIALISTS

Minimum width of stacked dealer logo should match width of Exmark Logo.

Maximum height of stacked dealer logo should also match width of Exmark Logo.

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Dealer Co-branded Logo Usage Examples

8 EXMARK LOGO

Below are examples of approved use of the dealer logo and Exmark Logo.

SMALL ENGINE

SPECIALISTS SMALL ENGINE SPECIALISTS

SMALL ENGINE SPECIALISTS

John Doe, Owner

123 Any Address Any Town, ST 12345 (123) 456-7890

[email protected] www.website.com

SHIRTS CAPS

(9)

PMS 1805C C5 M96 Y80 K22 100% BLACK

WHITE

Positive Reverse

9

Overview

The X Icon is the visual shorthand for the Exmark brand. Exmark owners or not, landscape

professionals recognize and relate to our X Icon. They’ve seen the X Icon on their mowers,

around town and/or inside dealerships. They have also seen it on hats, shirts and other

gear. General consumers are not as familiar with the X Icon. Proper usage of the Exmark Logo

and X Icon will help maintain cohesive brand recognition across all audiences. See pages

10 –12 for usage rules and examples.

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10 X ICON

Draw a square the width of the X Icon’s largest stem to measure clear space around X Icon.

X Stem

Maintain a minimum clear space between the X Icon and any other elements.

Clear Space and Minimum Size

Minimum Sizes

To ensure legibility, the X Icon should never appear smaller than this. Some processes, such as screen printing, may require a larger X Icon to be legible. Always consult with your vendors on specifi c jobs to assure acceptable reproduction.

vendors on specifi c jobs to assure acceptable reproduction.

.25”

SUNGLASSES*

* Because of the extra-small imprint area, sunglasses are one of the only items where X Icon usage is permitted by itself.

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Size/Ratio and Proximity

11 X ICON

The X Icon and the Exmark Logo work together in our communications. They should maintain

the size relationship shown below when on the same side of an execution. In all cases when

the X Icon is used, the Exmark Logo should be present in the same execution. The Exmark Logo

may, however, appear without the X Icon.

X Icon Proximity to Exmark Logo To avoid visual clutter, the X Icon and Exmark Logo should be separated by two X Icon widths when they appear together on the same side of an item.

Size/Ratio of X Icon to Exmark Logo The X Icon and Exmark Logo must maintain the proportions outlined here for any size confi guration, except below minimum size of Exmark Logo outlined on page 4.

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Exmark Logo and X Icon Usage Examples

12 X ICON

Below are examples of approved use of the X Icon and Exmark Logo.

Single-sided Applications

Remember to adhere to size/ratio and proximity requirements on single-sided items.

CAPS WEBSITE TRADE AD 2012 CATALOG COVER 444 EXMARK DIFFERENCE

If you’re an Exmark owner, chances are, you had a hand in building your machine. Whether you know it or not, you’re the reason the deck is deeper, the controls If you’re an Exmark owner, chances are, you had a hand in building your machine. Whether you know it or not, you’re the reason the deck is deeper, the controls are smoother and the parts are fewer.

A D V A N TA G E

IT COMES FROM THE DESIRE

IT COMES FROM THE DESIRE TO MAKE THE

LANDSCAPE MORE BEAUTIFUL. LANDSCAPE MORE BEAUTIFUL.

INSIDE PAGE X Icon on Multi-page, Multi-imprint Items

The X Icon and Exmark Logo do not need to appear on the same page of a multiple-page document, or on the same side of items with front and back or multi-imprint areas. When separate, X Icon and Exmark Logo size/ratio does not apply.

One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find a dealer near you at exmark.com

THE LAZER Z

THE WRONG

MOWER DOESN’_T

CUT GRASS

.

IT CUTS YOUR

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-cite

SPECIFICATIONS 9

SPECIFICATIONSX ICON

SPECIFICATIONS

Acceptable/Unacceptable Usage

139 139

Do not place X Icon on busy image areas.

Do not place X Icon on other background colors.*

X Icon on Exmark Red X Icon on Exmark Dark Gray X Icon on Exmark Light Gray X Icon on Black

Never resize, skew or alter the

proportions of the X Icon. Do not use the X Icon as a part of another word. Do not screen back any part of the X Icon. Do not change the colors in the X Icon.

Do not separate any pieces of the X Icon.

4-Color on uniform image areas

Unacceptable X Icon Usage Acceptable X Icon Usage

X Icon on white background or light image areas

Do not place X Icon on other background colors.* Reference page 14 for approved X Icon fi les.

* On dealer co-branded materials or if Exmark is a sponsor and has no control over the colors of the materials, sponsored event, etc., placement of logo on other colors is permitted.

X Icon on Gray X Icon on Black

4-Color on uniform

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Logo Files

14 X ICON

4-Color Process Icons

For CMYK printing such as magazine ads,

direct mail and posters.

Digital Icons

For screen applications such as web and video.

See color section for web color formula.

2-Color Spot Icons

For 2-color printing such as letterhead,

business cards and screen printing.

1-Color Icons

For single-color jobs.

The following X Icon fi les are available to download. Guidelines for use are provided. If you are

unsure of which to use, check with your designer or printer.

Exmark_X_icon_CMYK.eps

Exmark_X_icon_CMYK_outline.eps Exmark_X_icon_PMS1805_outline.eps

Exmark_X_icon_PMS1805.eps

Exmark_X_icon_RGB_outline.eps Exmark_X_icon_K_outline.eps

Exmark_X_icon_K.eps Exmark_X_icon_RGB.eps

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Black version with white outline for reverse applications. Registered mark is white. CMYK version with no outline.

Registered mark is black. Black version. Registered mark is black.

PRODUCT & ADDITIONAL LOGOS 15

Overview

Product logos, custom features and collection system logos are available in CMYK with,

and without, the white outline; as well as black with, and without, the white outline.

Contact Exmark’s Marketing Department for downloadable logos.

CMYK version with white outline for reverse applications. Registered mark is white.

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SPECIFICATIONS 9 SPECIFICATIONSNAME USAGE

SPECIFICATIONS

Registered Names and Trademarks

Current

169 169

Registration Marks and Trademarks

When using the Exmark Logo, product names and supplier names in literature, it is important to

apply the proper registered mark or trademark symbol when applicable.

Exmark®

Lazer Z®

Metro®

Navigator®

Exmark Parts Plus®

Turf Tracer®

UltraVac® Quest® Pioneer® Vantage® UltraCut™ Viking™ Micro-Mulch™

Turf Star™

In disclaimer copy use the offi cial name Exmark Manufacturing Co. Inc.

In all other writing use the brand name Exmark with a capital “E”.

Exmark

®

_{Registered mark}

Viking

™

_{Trademark symbol}

The offi cial name of our company is

Exmark Manufacturing Co. Inc.; however, this name should

only be used in disclaimers. For all purposes other than disclaimers, all references to the

company must use the brand name Exmark

. In written form, the brand name should always use a

capital “E”. The Exmark Logo is the only place where the lowercase “e” is used.

CATALOG BACK COVER MOWER TAG

Products depicted in this literature are for demonstration purposes only. Actual products offered for sale may vary in use, design, required attachments and safety features. We reserve the right to improve our products and make changes in specifi cations, designs and standard equipment without notice and without incurring obligation. See your dealer for details on all of our warranties.

Exmark®_{, Turf Tracer}_{, Lazer Z}® _{, Metro}® _{, Pioneer}® _{, Vantage}® _{, Phazer}® ®_{, Quest}®_{, Exmark Parts Plus}_{, Navigator}® ®_{, and} UltraVac®_{are registered trademarks, and Viking}™_{, UltraCut}™_{, Micro-Mulch}™_{and CustomRide}™_{are trademarks of} Exmark Mfg. Co., Inc.

Kohler®_{is a registered trademark and Kohler}_Command® ™_{is a trademark of Kohler Co. Kawasaki}_{is a registered}® trademark of Kawasaki Motors Corp. Turf Mate_{, Turf Master}® ®_{, Turf Saver}®_{and Multi-Trac}_{are registered}® trademarks of Carlisle Tire & Rubber Co.

Kubota®_{is a registered trademark of Kubota Engine America Corp. Honda}_{is a registered trademark of}® American Honda Motor Co., Inc. Hydro-Gear_{is a registered trademark of Hydro-Gear.}®

Exmark Mfg. Co., Inc. / 2101 Ashland Avenue / P.O. Box 808 / Beatrice, NE 68310-0808 / Call 402.223.6300 / Fax 402.223.6384

Get to know the best

zero-turns on the planet.

680cc Kohler®

Command™ V-Twin engine.

48” full-floating UltraCut™ Series 6 cutting deck.

Exmark®_{-exclusive Parker unitized}

16cc pump and wheel motor system. 24x12.0-12, 4-ply Multi-Trac®

drive tires. 12-gallon, single fuel tank.

3-year limited commercial or 5-year/ 750 hours limited consumer warranty.

$

9,599

CSP

Retired Property of Exmark—DO NOT USE Excalibur®

Triton®

TriVantage®

FrontRunner™ Gotta Mow™

LazerLocker™

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

**!@#$%^&*( )_+{}|:”<>?[]\;’,./**

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&*( )_+{}|:”<>?[]\;’,./

ABCDEFGHIJKLMNOPQRSTUVWXYZ

**0123456789 !@#$%^&*( )_+{}|:”<>?[]\;’,./**

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&( )_+{}|:”<>?[]\;’,./*

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&*( )_+{}|:”<>?[]\;’,./

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&( )_+{}|:”<>?[]\;’,./*

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

**!@#$%^&*( )_+{}|:”<>?[]\;’,./**

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&*( )_+{}|:”<>?[]\;’,./

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

**!@#$%^&*( )_+{}|:”<>?[]\;’,./**

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&( )_+{}|:”<>?[]\;’,./*

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

**!@#$%^&*( )_+{}|:”<>?[]\;’,./**

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&*( )_+{}|:”<>?[]\;’,./

Avenir 35 Light Rockwell Extra Bold

Avenir 35 Light Oblique

Avenir 45 Book Avenir 55 Roman

Avenir 55 Roman Oblique

Avenir 85 Heavy Oblique

Avenir 65 Medium

Avenir 95 Black Avenir 65 Medium Oblique

Avenir 95 Black Oblique

Avenir 85 Heavy

TYPOGRAPHY

Typefaces

The typefaces for Exmark consist of two main font families, Rockwell and Avenir. These two

families are Adobe

®

_{-licensed fonts and can be purchased as Adobe PC or MAC versions from}

www.adobefonts.com.

Headlines are set in all caps, Rockwell Extra Bold.

Lower case is not permitted for this typeface.

Subheads, body copy and disclaimers are set in Avenir. Various weights and styles are available

to add typographic color and emphasis to materials. See Marketing Samples guide (pages

19-22) for actual examples on how to use these typefaces.

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COLOR

Process, Spot and Web Colors

18

The repeated use of a family of colors is another important element in strengthening a brand’s

identity. Below you’ll fi nd Exmark’s approved color palette from the Pantone

®

_Matching

System (PMS)*. The spectrum includes Exmark’s signature red (PMS 1805C), along with support

(PMS 423C) and accent colors (PMS 421C and Black).

PMS 1805C Red C5 M96 Y80 K22 R175 G39 B47 HEX AF272F

PMS 423C Gray C0 M0 Y0 K44 R137 G141 B141 HEX 898D8D

PMS 421C Gray C0 M0 Y0 K26 R178 G180 B178 HEX B2B4B2

PMS Black C0 M0 Y0 K100 R45 G41 B38 HEX 2D2926

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PRINT SAMPLES

Full-Page Trade Publication Ad

19

Rockwell Extra Bold -60 pt Tracking

Kern each letter individually so serifs don’t touch. Always all caps. Leading should be 2 pts. larger than headline size.

Kern each letter individually so serifs don’t touch. 13 pt Font Size

Avenir Medium 0 pt Tracking 9 pt Font Size 11 pt Leading

One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find a dealer near you at exmark.com

THE LAZER Z

THE WRONG

MOWER DOESN

’

T

CUT GRASS

.

IT CUTS YOUR

(20)

Full-page Trade Publication Ad with Offer and Dealer Tag

20

Kern each letter individually so serifs don’t touch. 32 pt Font Size 30 pt Leading Avenir Roman 0 pt Tracking 14 pt Font Size 16 pt Leading Avenir Black 0 Tracking 11 pt Font Size 12 pt Leading Avenir Heavy 0 pt Tracking 8.24 pt Font Size 9 pt Leading

PRINT SAMPLES

Kern each letter individually so serifs don’t touch. Always all caps. Leading should be 2 pts larger than headline size.

Kern each letter individually so serifs don’t touch. 13 pt Font Size

THE WRONG

MOWER DOESN

’

T

CUT GRASS

.

IT CUTS YOUR

BUSINESS

’

_LIFESPAN.

0

%

FINANCING

FOR 36 MONTHS

On all mowers. Offer valid until On all mowers. Offer valid until

December 15, 2011. December 15, 2011.

SMALL ENGINE SPECIALISTS SMALL ENGINE SPECIALISTS

57th & Havelock, Lincoln 57th & Havelock, Lincoln 402-466-2000 402-466-2000 smallenginespecialists.com smallenginespecialists.com

Avenir Medium 0 pt Tracking 9 pt Font Size 11 pt Leading

One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find out more at exmark.com

(21)

One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other. Find out more at exmark.com

LAZER Z

SMALL ENGINE SPECIALISTS 57th & Havelock, Lincoln 402-466-2000 smallenginespecialists.com

THE MARK OF

LANDSCAPE

PERFECTIONISTS

:

PRINT SAMPLES

Newspaper Samples

21

0

%

FINANCING FOR 24 MONTHS

On all mowers. Offer valid until December 15, 2011.

NAME ANYTHING ELSE

THAT LASTS A

LIFETIME

.

COME ON, THERE MUST BE SOMETHING.

One serious mower for serious pros. Demo one and see why it’s the machine preferred over any other.

Find out more at

exmark.com

LAZER Z

SMALL ENGINE SPECIALISTS 57th & Havelock, Lincoln 402-466-2000 smallenginespecialists.com

3-COLUMN DEALER TAG

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PRINT SAMPLES

Point of Purchase

PENNANT STRINGS / BANNERS

22

Lazer Z

®

X-Series

Get to know the best

zero-turns on the planet.

680cc Kohler®

Command™ V-Twin engine.

48” full-floating UltraCut™ Series 6 cutting deck.

Exmark-exclusive Parker unitized 16cc pump and wheel motor system. 24x12.0-12, 4-ply Multi-Trac®

drive tires. 12-gallon, single fuel tank.

3-year limited commercial or 5-year/ 750 hours limited consumer warranty.

LZX680KC486

$

9,599

CSP

THE ONE

AND ONLY

.

(23)

PRESS RELEASES

Overview

23

Given the varying nature of press releases, the following exceptions for names and qualifi ers

are acceptable when referring to the Company: Exmark; Exmark Manufacturing; Exmark

Manufacturing, a division of The Toro Company.

All press releases must receive the approval of Toro Corporate Communications before being

distributed at large. Press releases should be on Exmark letterhead and include the following

footer: All media inquiries or requests for photos should be directed to Nichole Allen via email

at [email protected] or phone at 402.223.6348.

(24)

MICROSITE

WEB/VIDEO SAMPLES

Web

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Avenir 65 Medium

Video

Typeface and Font Selections

These are the considerations for confi guring type over video for Exmark:

ROCKWELL EXTRA BOLD

- 60 pt TrackingKern each letter individually so serifs don’t touch. Always all caps.

- 10pt Tracking

Always upper and lower case.

Title slides should have text centered on screen. Subhead should be at least be 25% smaller than title. Red background is preferred, but can vary. If using Red, these are the approved colors: R175 G39 B47

HEX AF272F Title Slides

Supers

Supers should be placed on the bottom corners. Beware of safe areas, keep text within those. Red background is preferred but can be taken out if text is readable.

Supers should not extend past the center of screen.

X Icon Transition to Exmark Logo

X Icon starts large and on the center of

screen. Zooms out and starts moving left. Fade in Exmark Logo from left/right of X Icon.

25 WEB/VIDEO SAMPLES

(26)

X ICON GEAR SAMPLES

Apparel and Accessories

Understanding the varying nature of apparel and accessories, the X Icon and the Exmark Logo

should both be represented on each item but not in close proximity to each other (think front

and back). Follow the size/ratio guidelines provided in the Graphic Standards manual on page 11.

SHIRTS

CAPS

SUNGLASSES

DRINK WARE

BUSINESS ACCESSORIES

26

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PRODUCT BRANDING GUIDELINES

Product