Global Adv Framework - Ver3.2

Global Advertising
Framework
Standards for Use
Corporate Identity Standards | Global Advertising Framework | Version 3.2
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| Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Global Advertising Framework Elements
Page Layout Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Typography Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Color Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
One Color Reproduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Approved Signature Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Joint Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
How to Apply the Global Advertising Framework
Corporate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Dealer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Rental . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Web Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Unacceptable Executions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
2008 Caterpillar All Rights Reserved. CAT, CATERPILLAR, their respective logos, TODAYS WORK. TOMORROWS WORLD., as well as corporate identity used herein, are
trademarks of Caterpillar and may not be used without permission.
| Introduction 2
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For more information about the Global Advertising
Framework, a Must Do listing of simplified standards
is available at: https://brand.cat.com/GAFMustDo.
If you have additional questions, which are not
answered by the Must Do listing, you may contact
the Corporate & Dealer Identity Help Desk at
U.S. Tel. 309.675.5135, or Tie-Line 7-725-5135 or
email brand@cat.com.
Contact
Purpose
The purpose of the Caterpillar Global
Advertising Framework is to provide a
single, consistent framework that helps
build brand equity and identity in the
Caterpillar and Cat brands. This unified
approach, when applied across all print
ads, web banners, direct mail, and
brochures will create focus internally and
ensures external audiences understand
who we are, what we do and how we can
create value for them.
Definition
The Global Advertising Framework is a set
of standards and guidelines that help define
the look, tone and message for Caterpillar
and Cat branded print advertisements, web
banners, direct mail, and brochures.
When to Use the Global Advertising
Framework
The Global Advertising Framework is
intended to be used by any member of
Caterpillar responsible for creating
communications with the Caterpillar or Cat
brand. The Global Advertising Framework
provides standards and guidelines for print
advertising, web banners, direct mail, and
brochures.
Global Advertising
Framework Elements
The individual elements that create the
Global Advertising Framework include:
Typography Standards
Color Standards
Page Layout Components
Approved Signature Placement
Photography Guidelines
Writing Tone Guidelines
Messaging Guidelines
The composition of these elements is
discussed in the following pages.
| Page Layout Components 3
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Page Layout Components
The Global Advertising Framework page
layout consists of the following three
components:
1. White border
2. Yellow field
3. Image area
These components are combined to provide
a visual hierarchy as well as define a
consistent look in our advertising.
White Border
The primary function of the border is to
create a clean and consistent background
for the placement of the approved
signature.
The white border is defined by:
Always use white as the border color
Place approved signature in the lower
right corner of the white border in the
Global Advertising Framework. If main
image is outlined, the ad size will define
its border. No images should extend into
the bottom white border.
Copyright notice, trademark statement
and other legal disclaimers must be
positioned in the opposite corner from the
signature in the white border unless this
information will not fit or will not be
readable. In these cases, other
placements may be considered. These
notices must also appear in the opposite
corner of the signature in the red band
for Rental. The trademark statement is not
required on web banners.
Contact information, may be placed in the
white border. See the examples to comply
with the clear space requirements for the
approved signature.
Contact
APPROVED
IDENTITY
| Page Layout Components 4
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Yellow Field
The function of the yellow field is to contain
the body text of the piece and may contain
the headline. The headline and sub-head
may also appear in the Image area. The
yellow field is defined by:
Caterpillar Corporate Yellow is always
used. See color standards for specs.
Use only one solid yellow text field.
The yellow text field has four sides, 90
degree angles without disruption.
The yellow field should bleed off at
least a single edge of the piece.
The yellow field is flexible and determined
by the amount of text used within
your piece.
The yellow field should be no smaller than
five percent of the entire piece (for
example, 1 x 4 on an 8.5 x 11page).
The yellow field should not infringe on the
clear space requirements for the
approved signature.
The yellow field must contain the body
copy and call to action information (i.e.,
URL, contact number). It may also contain
the headline, support imagery, graphs,
or charts.
Image Area
The main image area can be flexible due to
the size and position of the image. The only
text that may be used in the image area is
the headline, sub-head text, and when
necessary, call-outs. The image area
is defined by:
Image area field is four sides, 90 degree
angles without disruption.
Image area must have adequate clear
space from the approved signature
located in the white border.
Do not use visual complexities, such as
collages in which a photo or image is
placed on top of another photo or image.
A photo or image may be combined with
another photo or image if the result forms
a new image that serves to communicate
the ads message or the product benefit.
See examples showing how to use the
image area including how to place
additional supporting images, graphics,
or headline text.
| Typography Standards 5
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If you have additional questions regarding this topic,
you may contact the Corporate & Dealer Identity Help
Desk at U.S. Tel. +1.309.675.5135, or Tie-Line 7.725.5135
or email brand@cat.com. You may also visit
brand.cat.com.
Contact
Typography Standards
Caterpillars standard typefaces are from
the Univers and Times families. The
Rockwell family may be used in rental
documents only. Headlines, sub-heads,
and text (type groups) can be one color or
each type group can be in a different color.
Primary consideration for color is that
the combination of type and color allows
for readability.
Text can be set at various weights to
achieve a typographic hierarchy. It is
therefore possible to differentiate between
headlines, running text, emphasis, marginal
notes, and other means of accentuation.
Univers Condensed Bold
for headlines, subheads and call
to action information
Univers Condensed for text
Univers Condensed Light for text
Univers Light for text
Times New Roman for text
| Color Standards 6
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For color standards and color matching information,
visit the Identity Systems & Standards section of
https://brand.cat.com.
For color swatches, contact Caterpillar Media Logistics
U.S. Tel. 309.266.0942 or 800.566.7782.
Contact
Color Standards
Color identifies our company and creates
powerful impressions about our brands.
Accurate and appropriate use of color helps
customers remember our company, dealers
and products.
Color values are good, but eyes are better.
Always compare the actual piece with the
color tools or swatches in natural light.
Reproduction Values
Color values are defined below for different
applications. Whenever possible, it is
recommended to make a visual comparison
with Caterpillar Corporate Yellow swatches
supplied by the Caterpillar Media Logistics
(800-566-7782). Media # AEXQ0089
Overviews of the color reproduction
systems mentioned below are:
The Natural Color System (NCS)
The NCS values are a notation for the
colors as we see them and provide the most
accurate color reproduction for virtually any
producible material (i.e. paint, textiles, ink,
plastic, vinyl etc.). Tolerance guides and
swatches are available in both matte and
gloss (coated / uncoated).
Process Printing (Four-color process,
CMYK)
If the use of a match color is not feasible,
use CMYK values. Be sure to have a
Caterpillar Corporate color swatch on hand
for an accurate match.
Multimedia (RGB)
Always use RGB color values when
creating artwork using software such as
PowerPoint to be projected or displayed on
a monitor.
Web Colors
Web sites use a hexadecimal color system
to reproduce color via the Internet.
Additionally, a dither, which approximates
a color by combining two or more web safe
colors, is used in the web environment.
Caterpillar Corporate Yellow
NCS
Matte and Gloss finish NCS 0775-Y14R
Process printing CMYK
Gloss Matte
Cyan 0 0
Magenta 29 23
Yellow 100 100
Black (K) 0 0
Multimedia RGB
Red 255
Green 205
Blue 17
Web Colors
For HTML text or thin lines
Hexadecimal - #FF 99 00
For all other uses online
Hexadecimal - #FF CD 11
Lab colors (for calibration purposes)
L* 77.71
a* 18.08
b* 75.36
* All values according to CID D65, 10
degrees.
| Color Standards 7
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Black
NCS
Matte and Gloss finish NCS S9000 N
Process printing, four-color black CMYK
When process printing requires the use of a
denser, richer black, use:
Cyan 50
Magenta 30
Yellow 30
Black (K) 100
Caterpillar Rental Red
NCS
Matte and Gloss finish NCS 2272-Y92R
Process printing CMYK
Gloss Matte
Cyan 0 0
Magenta 100 100
Yellow 100 100
Black (K) 35 33
Multimedia RGB
Red 175
Green 14
Blue 14
Web Colors
Hexadecimal - #AF 0E 0E
For color standards and color matching information,
visit the Identity Systems & Standards section of
For color swatches, contact Caterpillar Media Logistics
U.S. Tel. 309.266.0942 or 800.566.7782.
Contact
| One Color Reproduction 8
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How to Use the Global Advertising
Framework in One Color
Use the appropriate one color
approved signature.
Adjust the tonal values for grey scale
reproduction in photographs.
The yellow field should be converted to a
20% tint of black when the main image is
overall a dark image.
The yellow field should be converted to
an 80% tint of black when the main image
is overall a light image.
Copyright notice and trademark statement
must be placed away from the signature
in the white border.
Dark image
Light image
brand.cat.com.
Contact
| Approved Signature Placement 9
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Contact
Approved Signature Placement
The examples illustrate how to support the
consistent placement and clear space
requirements for the signature.
Always positioned in the lower right
corner of the piece.
In a white border, always use the two-
color version of the approved signature.
Adhere to minimum size and clear space
standards for the approved identity.
APPROVED
IDENTITY
| Joint Marketing 10
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Joint Marketing
Joint marketing is when different
companies or distinctly different businesses
within the same company use their brands,
as represented by their logos, to support,
sell, or promote a grouping of businesses,
offerings, or capabilities.
Each joint marketing relationship
must be evaluated and approved in
consultation with Corporate &
Dealer Identity.
Joint marketing is rare and should
not be used as a way to cut costs.
It may only be done when:
Both companies are recognized as
leaders in their industries. They must
have high awareness and brand equities
that drive customer decisions.
The joint marketing relationship creates a
new solution, allows our brand to expand
into new markets, or reach a new
customer base.
Joint marketing with brands directly
competitive to Caterpillar is not allowed.
This includes competitive brands within
the Caterpillar enterprise portfolio..
brand.cat.com.
Contact
XYZCompany
HORSEPOWER WITHBUSINESS SENSE
When youve got a lot of mouths to feed, you need equipment you can rely on. Your Cat
dealer offers new and

used machines, as well as engines and electric power options ideally suited for livestock operations. And whether
you purchase or lease, you can count on your Cat dealer for the best in dealer support. To learn more about Cat
equipment and solutions for your operation, see your local dealer, call 1-888-OWN-A-CAT.
www.cat.com
Ofcial Wheel Loader and Skid Steer Loader of
the National Cattlemens Beef Association.
CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the POWER EDGE
trade dress, as well as corporate and product identity used herein, are trademarks of
Caterpillar and may not be used without permission.
2008 Caterpillar Inc.
| Joint Marketing Primary Driver 11
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Joint Marketing Primary Driver
A primary driver stands to gain the most
benefit from the joint marketing relationship.
How logos may be shown in the Global
Advertising Framework:
The approved signature should always be
used in the approved signature position.
The other companys logo should be 20
percent smaller than the approved
signature and should appear in either
black or white in the yellow field or main
image area. The logo and supporting text
must not interfere with the main image.
Limit total number of logos to twono
additional logos may be used. Other
brands may be mentioned by name in text
only inside the yellow field if the message
pertains to those additional brands. The
only exception is when both the dealer
lock-up and The Cat Rental Store logos
are used with a third-party
complementary brand.
Web Banners
Direct Mail
Print Ad
| Joint Marketing - Equal Drivers 12
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brand.cat.com.
Contact
Joint Marketing - Equal Drivers
Both brands receive equal benefit from the
joint marketing relationship. This type of a
relationship has not been done with the
corporate logo and will be an extremely
rare occurrence.
How logos may be shown in the Global
Advertising Framework:
The approved signature should always be
used in the lower right corner. The other
companys logo should appear in the
lower left-hand position in printed
material.
Both company logos must appear visually
equal in terms of size.
Color and clear space standards for both
logos should be followed.
Limit total number of logos to twono
additional logos may be used. Remaining
brands may be mentioned by name in text
only inside the yellow field if the message
pertains to those additional brands. The
only exception is when both the dealer
lock-up and The Cat Rental Store logos
are used with a third-party
complementary brand.
2 3 4
XYZCompany
XYZCompany
XYZCompany
Web Banners
Print Ad
Direct Mail
| Corporate Approved Identity 13
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How to Apply the GAF
Corporate Approved Identity
Caterpillar, our Corporate Brand, represents
the corporate entity founded in 1925. When
referring to the corporation and employees,
always use Caterpillar in text, and the
approved identity is the Corporate Tagline.
The Caterpillar Corporate Tagline consists
of the Caterpillar logo and the text
TODAYS WORK. TOMORROWS WORLD.
underneath it. The Corporate Tagline is an
expression of Caterpillars enterprise
strategy. It is a reminder of how the people
of Caterpillar are Making Sustainable
Progress Possible every day on every
continent.
brand.cat.com.
Contact
| Corporate Tone & Messaging 14
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brand.cat.com.
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Tone & Messaging
Tone
Caterpillar is confident.
Knowledgeable and resolute
Language is self-assured; not self-
centered, arrogant or boastful
Stems from the quality and reliability of
our products and services
Caterpillar is genuine.
Authentic, up-front and forthright
Lacks pretense
Reflects our belief that our integrity and
sincerity make our products and
services better
Caterpillar is enduring and trusted.
Simple language
Highlighting our innovation while
leveraging our legacy
Speaking and writing like a person, not a
corporate entity
Messaging
Caterpillar communications center on what
matters to our enterprise stakeholders,
investors, employees, and other key
audiences. Caterpillar is a genuine enabler
of sustainable world progress and
opportunity. As an enterprise, we lift human
aspirations and standards of living
worldwide. In short, Caterpillar is Making
Sustainable Progress Possible.
| Corporate Photography 15
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brand.cat.com.
Contact
Photography can capture the personality
and brand essence of Caterpillar in
advertising. The Caterpillar photographic
style reflects the strength of our products
and the drive and hard work of our
employees and partners. A few attributes
should be considered when planning and
art directing photography.
Honesty
Stability/Longevity
Leadership
Sustainable Progress
Honesty
Photography should depict the commitment
and expertise of our employees and the
integrity of our company.
Stability/Longevity
Caterpillar has a unique heritage and legacy
of excellence.
Leadership
Caterpillar means business.
Caterpillar is always portrayed as
professional and business-like in pictures.
Photography should depict the breadth
and scope of our work
Whenever possible, we must align our
imagery around Caterpillars common goal
of Making Sustainable Progress Possible.
This requires photographing Caterpillar in
such a manner that the end benefit to our
customers, or the communities in which
they work, is recognizable. We want to
demonstrate that Caterpillar is at the center
of progress.
| Corporate Print Advertising 16
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Framework for Print Advertising
Must utilize all components of the Page
Layout in the Global Advertising
Framework following standards and
guidelines written.
JOINTHE TEAM!
www.JoinTeamCaterpillar.com
2007 Caterpillar All Rights Reserved Printed in USA
CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the POWER EDGE trade
dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and
may not be used without permission.
Approved identity must be used
as the signature.
Caterpillar people come from many places. Our backgrounds and experiences
are different. So are the businesses we work for within Caterpillar each with
its own unique culture and character. And we are clearly a better company
because of this diversity.
At Caterpillar, we are a team, sharing our unique talents to help those with
whom we work, live and serve. The diverse thinking and decision making of
our people strengthens our team. We respect and value people with different
opinions, experiences and backgrounds.
We value the diversity of unique talents, skills, abilities and experiences that
enable Caterpillar people to achieve superior business and personal results.
We strive to understand the big picture, then do our part.
Our people are just one of the reasons we are making progress possible at
Caterpillar. To nd out more about how you can join the team, visit:
www.JoinTeamCaterpillar.com
We know that by working together, we can produce
better results than any of us can achieve alone.
CATERPILLAR
FOUNDATION
Contributing to the communities
that we live in, so that the future
generations can get on with the
business of living.
www.cat.com
2009 Caterpillar All Rights Reserved
CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the Power Edge trade
The best way to ensure a safe jobsite is to provide a consistent approach to operator training. Thats what Cat
training
Self-directed learning on CDenables operators to progress at their own pace. Online safety training provides convenience,
training enables operators to practice without risk to themselves or their equipment.
Productivity gets a boost, too.
construction organization in Morocco moves 35,000 cubic meters of material per weekup from 10,000 cubic
meters before training.
Improve your safety, productivity and protability. Request a free, no-obligation training proposal, customized for your
organization, at www.cat.com/safetraining.
ELEVATE
YOUR
OPERATORS
SKILL.
| Corporate Direct Mail 17
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Framework for Direct Mail
The signature page in a direct mail piece
must use all components of the Page
Layout and follow the standards and
guidelines provided.
All pages, except the signature page, may
use the Caterpillar logo in the bottom right
corner of all Corporate pieces.
C a t e r p i l l a r I n c .
www.catwebsite.com
C
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Trifold Direct Mail
Direct Mail
Approved identity must be used on the
signature page.
must be placed away from the signature in
the white border.
| Corporate Web Banners 18
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Framework for Web Banners
Follow the standards and guidelines
provided while utilizing the elements of
the Global Advertising Framework on the
panels of the web banners.
Approved identity must be used as the
signature.
The Caterpillar logo may be used as
signature, only if the Corporate Tagline
cannot meet the minimum size
specifications.
brand.cat.com.
Contact
color version of the approved signature
with the copyright away from the
signature.
If a white border is not used, you must
choose the appropriate one color
approved signature. The copyright must
be placed away from the signature.
NOTE: In every case, the Corporate Tagline
must be legible. Always use the artwork in a
size that ensures readability.
| Corporate Brochures 19
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Framework for Brochures
Front Covers
Brochure title type needs to either be
reversed out on the main photo image or
placed in a yellow field.
Additional message copy, other than the
brochure title, must be contained in the
yellow field.
It is strongly recommended that the
Caterpillar logo be incorporated on the
front cover of each corporate brochure.
Exceptions are:
Using the Caterpillar name in
the headline (title) of the
brochure.
Using a tease and reveal
(for example, drawing the
reader into the brochure by
posing a question on the
cover, then upon opening the
brochure, it is immediately
apparent the answer is
Caterpillar).
use the Caterpillar logo in the bottom right
corner.
Back Cover - Corporate Tagline or
Approved Identity
Approved identity must be used in the
lower right-hand corner.
It is recommended that the call to action
information be placed aligned to the left
and directly above the copyright notice in
the same font as the headline.
brand.cat.com.
Contact
| Product Approved Identity 20
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brand.cat.com.
Contact
Product Approved Identity
The Cat brand, our leading Master Brand, is
the premium product and service brand in
Caterpillar's brand portfolio. When referring
to the products and services, always use
Cat in text, and the approved identity is the
Cat logo.
| Product: Tone & Messaging 21
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brand.cat.com.
Contact
Tone & Messaging
Tone
Cat is confident.
Language is self-assured; not
self-centered, arrogant or boastful
Cat is genuine.
Lacks pretense
sincerity make our products and services
better
Cat is approachable.
Conversational and inviting
Customer focused present products and
services in the simplest way possible
Speaking and writing like an industry
leader
Messaging
Cat brand advertising should center on our
customers needs. To continue to build the
Cat brand as an industry leader offering
world-class products, services and
business solutions with a reputation for
excellence, long-term value and global
support, these characteristics should be
demonstrated -- Authentic by nature,
Responsible at heart, and Progressive in
action. The message begins with a
customer business issue and ends with the
solution that can accelerate their success.
| Product: Photography 22
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brand.cat.com.
Contact
and brand essence of Cat in advertising.
The Cat photographic style reflects the
strength of our products. Although Cat
products and services are diverse, several
attributes should be considered when
planning and art directing photography.
Authentic
Big & Powerful
Authentic
Depict honest work and our relationship
with our customers. Show Cat products in
environments that resonate with our
customers. This can be accomplished by
showing real work being done by real
people in actual situations. Candid pictures
speak honestly and allow our customers to
recognize that Cat products and services
relate directly to them and the work they do.
Big (and Powerful)
Ideas
Machines
Spaces
Systems
The Tools of Sustainable Progress
Aside from the obvious display of power
exhibited by our products, we also want to
illustrate that the Cat brand is a tool of
sustainable progress-the work we do has
impact on economies, cultures and
communities.
| Product Print Advertising 23
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guidelines written.
...THIS ONE DID.
INTRODUCING THE NEW CAT
M SERIES
MOTOR GRADERS
Customers dened what they wanted in a motor grader,
and Caterpillar responded with the new M Series.
Innovative features include revolutionary joystick
controls for ease of operation, industry exclusive
all-wheel-drive, and ACERT
Technology for emissions

compliance and enhanced engine performance.
Caterpillar racing into the future.
www.cat.com
BEFORE THESE
ENGINES STARTED...
2007 Caterpillar. All rights reserved. Dave Blaney and Bill Davis Racing trademarks used under license. CAT, CATERPILLAR,
their respective logos, Caterpillar Yellow and the POWER EDGE trade dress, as well as corporate and product identity used
herein, are trademarks of Caterpillar and may not be used without permission.
Cat
equipment like the new M Series Motor Grader keeps NASCAR

on track by building and maintaining race tracks across the country.
as the signature.
EXPERIENCE OUR
CAB COMFORT
FROM YOUR OFFICE.
2007 Caterpillar Inc. All rights reserved. CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the POWER EDGE trade
dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.
Climb the stairs, step inside and nd yourself in a quiet, roomy, well-organized
work space: The world-class cab of a newCat
H-Series Wheel Loader.

The best way to experience it is in person, but the next best way is to
order a complimentary copy of our interactive CD, A Day in the Dirt.
This interactive tour will give you a sense of howour newelectro-
hydraulic controls reduce fatigue, and howthe many features make
a day in the H-Series cab much more productive.
Get your CD today. Call 1-888-OWN-A-CAT or visit our website at
MoveMoreMakeMore.com
2009 Caterpillar, All Rights Reserved. CAT, CATERPILLAR, their respective logos,Caterpillar Yellow and the POWEREDGE trade
HEWA3960
Leave no stone uncrushed.
There are a lot of things to consider when it comes to selecting the right machines for your quarry.
Rock type and blast conditions, bench height, hauling distances and production targets are just a
few of the critical factors affecting your machine and fleet configuration.
Caterpillar and Cat dealers have been in the quarrying machine business for more than 80 years. We
can offer you solutions for your quarry and one of the most complete line-up of quarrying machines,
work tools and ground engaging tools, available on the market today.
For more information go to www.cat.com and to learn how we can help you reduce your
owning and operating costs, please contact your local Cat dealership.
Caterpillar 2007. All rights reserved. CAT, CATERPILLAR, their respective logos, ACERT,
Caterpillar Yellow and the POWER EDGE trade dress, as well as corporate and product
identity used herein, are trademarks of Caterpillar and may not be used without permission.
T09AD07
Todays Cat
engines with ACERT
Technology may sound and feel

different from what youre used to. But when you follow these driving
tips, youll nd they still provide the performance and fuel economy
youve come to expect from Cat.
Russ Siegel, Caterpillar Test and Demonstration Driver
Try Progressive Shifting
When you use progressive shiftingshifting up as soon as you have
enough rpm to grab the next gearyou can get up to speed in good
shape and save fuel in the process. Its easier on the drivetrain, too.
Downshift a Little Later
Be patient. Dont downshift until the engine drops back to the 1100 rpm
range. Lugging the engine like this may seem strange until you get
used to it, but it wont hurt a thing. Cat engines are built to take it.
Use Cruise and Slow Down
The electronic cruise control does the best job of keeping speed and
rpm steady to save fuel. Its less tiring for you, too. Slowing down also
saves: every mile per hour over 55 reduces fuel economy by a tenth
of a mile per gallon.
Cut Your Idling Time
Cat engines dont require long warm-up or cool-down periods. Just go
easy on the throttle at start-up when the engine is cold. At cool-down,
idle for only about three minutes. Cutting idle time from 50% to 25%
can improve fuel economy by up to 4%.
FREE Driver Education DVD!
Dial 1-800-447-4986, press 4,
request LEVT4042.
FOUR TIPS
TO GET THE
MOST FROM
YOUR CAT
ENGINE.
| Product Direct Mail 24
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use the Cat logo or Strategic Sub-brand in
the bottom right corner of all product
pieces.
www.catwebsite.com
C
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Trifold Direct Mail
Direct Mail
Direct Mail
signature page.
the white border.
brand.cat.com.
Contact
| Product Web Banners 25
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brand.cat.com.
Contact
signature.
signature.
| Product Brochures 26
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Front Covers
yellow field.
It is strongly recommended that the Cat
logo be incorporated on the front cover of
each brochure.
Exceptions are:
Using a dramatic full-bleed
image of a Cat product with
the logo prominently
displayed on the equipment.
Using the Cat name in the
headline (title) of the
brochure.
apparent the answer is Cat
products).
use the Cat logo in the bottom right
corner.
Back Cover - Approved Identity
WWW.CAT.COM
2007 Caterpillar, All Rights Reserved. CAT, CATERPILLAR, their respective logos,Caterpillar Yellow and the POWER EDGE trade
C-Series & B2-Series
Skid Steer & Multi Terrain Loaders
You dont have to be big to be powerful.
brand.cat.com.
Contact
| Dealer Approved Identity 27
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brand.cat.com.
Contact
Dealer Approved Identity
The Cat Dealer brand is critical to fulfilling
the promise that the Cat brand makes to our
customers, and is critical in our ability to
deliver the Cat brand attributes. The dealer
material will refer to products and services
with Cat in text and apply the their approved
dealer identity in the signature location.
| Dealer Tone & Messaging 28
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|
D
e
a
l
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r
T
o
n
e
&
M
e
s
s
a
g
i
n
g
brand.cat.com.
Contact
Tone & Messaging
Tone
Cat is confident.
Cat is genuine.
Lacks pretense
better
leader
Messaging
| Dealer Photography 29
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S
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|
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F
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|
D
e
a
l
e
r
:
P
h
o
t
o
g
r
a
p
h
y
brand.cat.com.
Contact
Authentic
Big & Powerful
Authentic
Big (and Powerful)
Ideas
Machines
Spaces
Systems
communities.
| Dealer Print Advertising 30
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F
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|
D
e
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l
e
r
P
r
i
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A
d
v
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t
i
s
i
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g
guidelines written.
as the signature.
| Dealer Direct Mail 31
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|
D
e
a
l
e
r
D
i
r
e
c
t
M
a
i
l
use the approved dealer identity in the
bottom right corner of all product pieces.
D E A L E R N A M E
www.catwebsite.com
D
E
A
LE
R
N
A
M
E
Trifold Direct Mail
Direct Mail
Direct Mail
signature page.
the white border.
D
E
A
L
E
R
N
A
M
E
brand.cat.com.
Contact
| Dealer Web Banners 32
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F
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|
D
e
a
l
e
r
W
e
b
B
a
n
n
e
r
s
brand.cat.com.
Contact
signature.
www.catwebsite.com
signature.
| Dealer: Brochures 33
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|
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F
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|
D
e
a
l
e
r
:
B
r
o
c
h
u
r
e
s
Front Covers
yellow field.
Dealer identity be incorporated on the
front cover of each brochure.
Exceptions are:
brochure.
apparent the answer is Cat
products).
All pages may use the Dealer identity in
the bottom right corner.
brand.cat.com.
Contact
| Rental Approved Identity 34
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F
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o
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|
R
e
n
t
a
l
A
p
p
r
o
v
e
d
I
d
e
n
t
i
t
y
brand.cat.com.
Contact
Rental Approved Identity
The Cat Rental Store brand offers our
dealers the Cat brand to leverage in their
marketing. The brand offers customers
shortand long-term rentals, competitive
rates, on-site delivery, and the
knowledgeable service required to get the
job done. The rental material will refer to
products and services with Cat in text and
apply the their approved rental identity in
the signature location.
JOB CALLING
FOR A SMALLER
MACHINE?
WE CAN ANSWER.
1-800-CAT-RENT
| Rental Tone & Messaging 35
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F
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w
o
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|
R
e
n
t
a
l
T
o
n
e
&
M
e
s
s
a
g
i
n
g
brand.cat.com.
Contact
Tone & Messaging
Tone
Cat is confident.
Cat is genuine.
Lacks pretense
better
leader
Messaging
| Rental Photography 36
C
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p
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r
a
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S
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|
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F
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|
R
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n
t
a
l
P
h
o
t
o
g
r
a
p
h
y
Authentic
Big & Powerful
Authentic
Big (and Powerful)
Ideas
Machines
Spaces
Systems
communities.
brand.cat.com.
Contact
| Rental Print Advertising 37
C
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F
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|
R
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t
a
l
P
r
i
n
t
A
d
v
e
r
t
i
s
i
n
g
guidelines written.
as the signature.
1-800-CAT-RENT
Whatever you need weve got it.
Saws, pumps, generators weve got it.
Hammers, lights, lifts weve got it.
OH, AND WE ALSO RENT CAT
MACHINES.
2008 Caterpillar Inc. All rights reserved. CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the POWER
EDGE trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be
used without permission.
BUILDING ROADS?
USE OUR EQUIPMENT
ALONG THE WAY.
g i l s r e m m a H
s p m u , p s aw S
u o r y e v e t a h W
t t i o e g v e s w t f i l s t h
t t i o e g v e s w r o t a r e n e , g s
. t t i o e g v e d w e e u n
. t
E W D N A , H O
g i , l s r e m m a H
N I H C A M
T AAT C T N E R O S L A
. t t i o e g v e s w t f i , l s t h
. S E N
mission. per without used
cor as well as ess, dr ade tr EDGE
rights All . Inc Caterpillar 2008
- 0 0 8 - 1
of ademarks tr e ar ein, her used identity product and ate rpor
Caterp logos, espective r their TERPILLAR, CA ATERPILLAR, , T, CA AT ved. eser r
T N E R - T- AAT C -
be not may and Caterpillar
POWER the and w ello Y pillar
WATER AND
SERVICE WORK?
OUR LINEUP RUNS DEEP.
1-800-CAT-RENT
2008 Caterpillar Inc. All rights reserved. CAT, CATERPILLAR, their respective logos, Caterpillar
Yellow and the POWER EDGE trade dress, as well as corporate and product identity used herein,
are trademarks of Caterpillar and may not be used without permission.
Whatever you need weve got it. Saws, pumps, generators weve got it. Hammers, lights, lifts weve got it.
OH, AND WE ALSO RENT CAT
MACHINES. WW DD NN AA , HH OO C A M T AA C TT NN EE RR OO SS LL AA EE WW . S E N I H AC
m and Caterpillar of ademarks tr e ar
ade tr EDGE POWER the and w ello Y
es r rights All . Inc Caterpillar 2008
mission. per without used be not may
u identity product and ate corpor as well as ess, dr e
logos, espective r their TERPILLAR, CA ATERPILLAR, , T CAAT ved. ser
ein, her used
Caterpillar
- 1 N E R T- AAT- C - 0 0 8 - T N
| Rental Direct Mail 38
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F
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w
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|
R
e
n
t
a
l
D
i
r
e
c
t
M
a
i
l
use the approved rental identity in the
bottom right corner of all product pieces.
Direct Mail
signature page.
the white border.
Fall Savings
Are Building
Caterpillar Replacement Parts
t -PSFN JQTVN EPMPS TJU
t "NFU DPOTFDUFUVFS
adipiscing elit
t 4FE EJBN OPOVNNZ
RXSW45123Q-20PREM
20
%OFF
NAME OF DEALERSHIP
12315 Main Street
DJUZ TUBUF [JQ
Store hours
(123) 15-7890
NAME OF DEALERSHIP
12315 Main Street
DJUZ TUBUF [JQ
Store hours
(123) 15-7890
NAME OF DEALERSHIP
12315 Main Street
DJUZ TUBUF [JQ
Store hours
(123) 15-7890
NAME OF DEALERSHIP
12315 Main Street
DJUZ TUBUF [JQ
Store hours
(123) 15-7890
NAME OF DEALERSHIP
12315 Main Street
DJUZ TUBUF [JQ
Store hours
(123) 15-7890
NAME OF DEALERSHIP
12315 Main Street
DJUZ TUBUF [JQ
Store hours
(123) 15-7890
-PSFN JQTVN EPMPS TJU BNFU DPOTFDUFUVFS BEJQJTDJOH FMJU TFE EJBN OPOVNNZ
OJCI FVJTNPE UJODJEVOU VU MBPSFFU EPMPSF NBHOB BMJRVBN FSBU WPMVUQBU 6U XJTJ
FOJN BE NJOJN WFOJBN RVJT OPTUSVE FYFSDJ UBUJPO VMMBNDPSQFS TVTDJQJU MPCPSUJT
OJTM VU BMJRVJQ FY FB DPNNPEP DPOTFRVBU %VJT BVUFN WFM FVN JSJVSF EPMPS JO
IFOESFSJU JO WVMQVUBUF WFMJU FTTF NPMFTUJF DPOTFRVBU
We Service All Makes of Telehandlers
-PSFN JQTVN EPMPS TJU BNFU DPOTFDUFUVFS
BEJQJTDJOH FMJU TFE EJBN OPOVNNZ OJCI
FVJTNPE UJODJEVOU VU MBPSFFU EPMPSF NBHOB
BMJRVBN FSBU WPMVUQBU 6U XJTJ FOJN BE
NJOJN WFOJBN RVJT OPTUSVE FYFSDJ UBUJPO
VMMBNDPSQFS TVTDJQJU MPCPSUJT OJTM VU BMJRVJQ
FY FB DPNNPEP DPOTFRVBU %VJT BVUFN WFM
FVN JSJVSF EPMPS JO IFOESFSJU JO WVMQVUBUF
250 Hour Maintenance
t -PSFN JQTVN EPMPS TJU BNFU
DPOTFDUFUVFS BEJQJTDJOH FMJU
TFE EJBN OPOVNNZ
t /JCI FVJTNPE UJODJEVOU VU
MBPSFFU EPMPSF NBHOB
t "MJRVBN FSBU WPMVUQBU
t 6U XJTJ FOJN BE NJOJN
WFOJBN RVJT OPTUSVE FYFS
t $J UBUJPO VMMBNDPSQFS TVTDJQJU
MPCPSUJT OJTM VU BMJRVJQ FY FB
DPNNPEP DPOTFRVBU
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EPMPS JO IFOESFSJU JO
WVMQVUBUF WFMJU FTTF NPMFTUJF
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Maintenance
Service Package
RXSW46548Q-20PREM
$
105
99
DEALER NAME
brand.cat.com.
Contact
| Rental Web Banners 39
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F
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|
R
e
n
t
a
l
W
e
b
B
a
n
n
e
r
s
brand.cat.com.
Contact
signature.
signature.
USE OUR EQUIPMENT
ALONG THE WAY.
BUILDING ROADS?
www.catrentalwebsite.com
| Rental Brochures 40
C
o
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p
o
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a
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I
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S
t
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|
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A
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r
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i
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g
F
r
a
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e
w
o
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k
|
R
e
n
t
a
l
B
r
o
c
h
u
r
e
s
Front Covers
yellow field.
approved rental identity be incorporated
on the front cover of each brochure.
Exceptions are:
brochure.
apparent the answer is Cat).
All pages may use the approved rental
identity in the bottom right corner.
brand.cat.com.
Contact
| Unacceptable Executions 41
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F
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|
U
n
a
c
c
e
p
t
a
b
l
e
E
x
e
c
u
t
i
o
n
s
Contact
Unacceptable Executions
DO NOT place text other than the copyright
and trademark notice adjacent to the
approved signature or the Corporate
Tagline.
DO NOT add to the visual complexity of
your advertising by using a myriad of type
styles. For example, drop shadows,
transparency adjustments, etc.
DO NOT add to the complexity of your
images by using collages or various photo
enhancement techniques.
DO NOT use imagery that depicts unsafe
operation.
C
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a
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e
I
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S
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|
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F
r
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w
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|
U
n
a
c
c
e
p
t
a
b
e
E
x
e
c
u
t
i
o
n
s
DO NOT use marketing jargon such as
new or improved.
DO NOT degrade our competitors in
our advertising.
DO NOT use overly technical language or
acronyms when describing our products
and services.
DO NOT use alternate colors for
the border color.
C
o
r
p
o
r
a
t
e
I
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n
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y
S
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a
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s
|
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a
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A
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v
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i
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F
r
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w
o
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|
U
n
a
c
c
e
p
t
a
b
l
e
E
x
e
c
u
t
i
o
n
s
DO NOT reposition the approved signature
within the page layout.
DO NOT add dimension to the yellow field.
DO NOT use different shapes for the
yellow field.
DO NOT place headline over image
and white space.
DO NOT reposition the approved signature.
C
o
r
p
o
r
a
t
e
I
d
e
n
t
i
t
y
S
t
a
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a
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|
G
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a
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A
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s
i
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F
r
a
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w
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|
U
n
a
c
c
e
p
t
a
b
l
e
E
x
e
c
u
t
i
o
n
s
DO NOT place the logo/Corporate Tagline on
a colored background.
DO NOT omit necessary elements such as
the white border.
DO NOT use graphics to add dimension.
DO NOT use an image that bleeds through
the yellow field into the image area.
The Global Advertising Framework is NOT
approved for use in the following ways:
On promotional merchandise or apparel.
On stationery materials, such as
letterhead, envelopes, business cards,
business forms, fax cover sheets, press
release templates, PowerPoint templates,
or any other items listed under the
Stationery and Forms section of
200 6 Caterpillar All Rights Reserved. CAT, CATERPILLAR, their respective logos and Caterpillar Yellow, as well as
corporate and product identity used herein, are trademarks of Caterpillar and my not be used without permission.
LOREM IPSUM DOLOR SIT AMET
Raed consulto in dius host rum in telud em, opublis sat quius sus sentem pereorum pere inere
comnitia videtiaellem novestra re, untrarb istil teretim ovesilic vicaeci pere verat. An vivatus
hoculara consulto in dius hostr. Raed consulto ina dius hostrum in telud em, opublis satquius
sus sentem pereo rum. Untrarb pere ovesilic novestra sus inere. Raed consulto in dius host
rum in teludem, opublis satquius sus sentem pereorum pere inere com videtiaellem novestra
re, untrarb istilin teretim ovesilic vicaeci pere verat.
www.websiteaddress.com info@address.com
LORUMSITU
IPSUMDOLAR .

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