ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
1 Purpose, Vision and Values
2 Elevator Statement
3 Industry Groups & Endorsed Brand Architecture
4 Industry Group Segmentation
5 ABM Endorsed Brands
6 Composition of Elements
7 Color Palette
8 Email Signatures
9 Signature
10 Signature: On Color
11 Signature: Black & White Usage
12 Signature: Improper Use
Table of Contents
13 Signature: Improper Use on Backgrounds
14 Signature: Open Space and Minimum Size
15 Signature: Sizing
16 Signature: Proper Alignment with Text & Business Unit Names
17 Special Logo: Consumer Parking Lots
18 Special Logo Usage Requirements: Parking Services
19 External Program: GreenCare Mark
20 Word Mark Styling
21 Logo & Word Mark Lockups
22 Signature with Client, Endorsed or Independent Logos
23 Signature with Client, Endorsed or Independent Logos -
Proximity & Proportions
24 Endorsed Brand Logo Lockup
25 Endorsed "Group" Brand Lockup
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 1
We have realigned our core Purpose, Vision, and Mission (PVM) to the company we are today, in order to support our 2020 Vision and beyond.
Our:
• Purpose provides us with a clear focus on what we do at our core.
• Vision is the driving force that helps us focus on where we are going.
• Mission is how we accomplish our Vision.
Essentially, PVM is our ‘North Star,’ a fundamental guideline for ABM, to provide context for all our business, operational, employee, and client decisions. You can learn more about our PVM and download materials to help you articulate and share the PVM amongst our employees below.
To order these items, click here or go to https://connectx.abm.com/Corp/SalesMarketing/home/Purpose-Vision-Mission/SitePages/Home.aspx.
Purpose, Vision, Mission & Values
ABM Brand Standards Executive Summary | 12.17
| 2
ABM Brand Standards Executive Summary
Elevator Statement
ABM Builds Value for clients by keeping their properties safe, clean, comfortable and energy efficient through individual or integrated solutions.
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 3Industry Groups & Endorsed Brands Architecture
Branding acquired properties (e.g., companies, divisions, products) should be determined on an ad hoc basis. There are often unique legal, regulatory, business, and brand considerations that attend each. The ‘weight’ of these factors can very widely, from case to case, and impact the strategy for integrating them, differently.
Corporate Master Brand
Industry Market Descriptors
Independent or Endorsed Sub-brands (non re-branded)
Industry GroupsAviation EducationBusiness &
IndustryTechnology &
ManufacturingABM UKHealthcare Technical
SolutionsBuilding Services/Solutions
Electrical & Lighting SolutionsElectrical Power Solutions
Energy SolutionsMission Critical
(Rebranding in process.)
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 4The following ABM Endorsed Brands serve in one distinct vertical industry as follows:
Vertical Line Brand ABM Sub-SegmentsAviation • Airlines
• AirportsBusiness & Industry • Banking & Finance
• Commercial Buildings (Third-party, Owner-operated, Owner-managed)
• Golf Courses• Improvement Districts• Mixed Use• Residential• Retail• Sports & Entertainment
Education • K-12• Higher Education
Healthcare • Acute• Non-Acute
Technology & Manufacturing • Aerospace• Automotive• Consumer Technology• Data Centers• Food & Beverage• Industrial Machinery• Internet Devices• Life Sciences• Manufacturing• Medical Devices• Oil, Gas & Power• Pharmaceutical• Warehousing & Distribution
Technical SolutionsUK
Industry Group Segmentation
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 5
1 Omni Serv (U.K.)
2 Blackjack Promotions
3 GCA Services GroupSM
4 Linc Service®
5 TEGG®
The following are all ABM Endorsed Brands
ABM Endorsed Brands
1
4
32
5
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 6Composition of Elements
All the Key Design Elements work together to create the ABM Visual Identity System. The Key Design Elements consist of the Signature with tagline, Corporate Typefaces, Corporate Colors, the Collaboration Icon, Integration Graphic and photographic imagery.
1 ABM Signature
2 ABM Tagline
3 Corporate Typeface
4 Corporate Colors
5 Collaboration Icon
6 Integration Graphic
Preferred Signature Shown with Tagline
Corporate Typeface
Apex is our primary brand font.Arial is our digital brand font.
Integration Graphic
Collaboration Icon
Corporate Colors
1
2
3
4
5
6
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 7Color PaletteCore
Colors
Support Colors
Dark Colors Light Colors
ABM Orange
ABM Blue
Sky
Midnight
White
Gray(20%)
Mist
Sun
Sage
Aqua
DuskBrick
Green
Forest
Grey
Black
The ABM corporate colors are a key element to re-enforcing the dynamic and trustworthy nature of the brand’s personality. Consistent use of the core and support colors is to be applied in all communication systems including publications, advertisements, multi-media, signage, etc.
Blue : PMS 293C 100 - M 68 - Y 0 - K 2R 0 - G 70 - B 173Hex 0046AD
Sun : PMS 123C 0 - M 21 - Y 88 - K 0R 253 - G 200 - B 47Hex FDC82F
Orange : PMS 144C 0 - M 52 - Y 100 - K 0R 233 - G 131 - B 0Hex E98300
Mist : PMS 579C 23 - M 1 - Y 37 - K 2R 193 - G 213 - B 159Hex C1D59F
Sky : PMS 7461C 98 - M 24 - Y 1 - K 3R 0 - G 131 - B 190Hex 0083BE
Sage : PMS 5503C 39 - M 3 - Y 11 - K 8R 153 - G 191 - B 194Hex 99BFC2
Midnight : PMS 295C 100 - M 68 - Y 8 - K 52R 0 - G 47 - B 95Hex002F5F
Aqua : PMS 543C 39 - M 8 - Y 0 - K 1R 158 - G 195 - B 222Hex 9EC3DE
Gray : PMS Cool Gray 11C 0 - M 0 - Y 0 - K68R 77 - G 79 - B 83Hex 4D4F53
Dusk : PMS 536C 34 - M 18 - Y 2 - K 7R 164 - G 179 - B 201A4B3C9
WhiteC 0 - M 0 - Y 0 - K 0R 255 - G 255 - B 255Hex FFFFFF
Brick : PMS 159C 1 - M 74 - Y 100 - K 7R 199 - G 91 - B 18Hex C75B12
Green : PMS 376C 53 - M 0 - Y 96 - K 0R 122 - G 184 - B 07AB800
Forest : PMS 562C 83 - M 10 - Y 41 - K 37R 13 - G 119- B 1100D776E
BlackC 0 - M 0 - Y 0 - K 100R 0 - G 0 - B 01E1E1E
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 8
Click on https://brandcenter.abm.com/Pages/Email-Signature.aspx to set-up your email signature.
If your default font is Calibri (Outlook 2007 or 2010), use the email signature template on Page 1. Use the template on Page 2 if your default font is Arial (Outlook 2003). Your email signature should always be consistent with that of the body copy within your email correspondence.
Industry Group email signature Font sizes
Corporate email signature Font sizes
11 point Arial Italics Bold. Color: R-0 G-70 B-17310 point Arial10 point font for space11 point Arial Bold10 point Arial10 point Arial10 point Arial10 point Arial
11 point Arial
10 point font for space11 point Arial Bold. Color: R-0 G-70 B-17311 point Arial Bold. Color: Orange (underlined) - R-33 G-131 B-0, Blue -R-0 G-70 B-173
11 point Arial Italics Bold10 point Arial10 point font for space11 point Arial Bold10 point Arial10 point Arial10 point Arial10 point Arial10 point Arial
11 point Arial. Color: R-0 G-131 B-19010 point font for space11 point Arial Bold. Color: R-0 G-70 B-17311 point Arial Bold. Color: Orange (underlined) - R-33 G-131 B-0, Blue -R-0 G-70 B-173
Email Signature
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 9Signature
The ABM Signature is comprised of a Logo and the Tagline “Building Value." Throughout these guidelines, we refer to these elements as the ‘Signature’. The Signature must always be reproduced from the supplied digital master artwork. It must never be modified in any way (i.e., do not flatten, stretch or try to re-draw it). It must always include the tagline.
It must appear against clean, uncluttered colored backgrounds. White is the preferred background color. When selecting a background color, care should be taken to ensure legibility. See page 2.8 for more details.
1 Division Names Do not place a division name, or any other naming convention within proximity to the Signature.
Signature = Logo and Tagline
SignatureLogo
Tagline
Division Name
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 10Signature
When applying either the two-color Signature or one-color Signature to a background, it is important to control the intensity of the background on which it appears so that it remains legible at all times. The examples shown here demonstrate proper usage of a two-color and one-color (white) Signature on various colored backgrounds.
When placing the Signature on a colored background, ensure that only ABM Design Colors are used as shown here. If the Signature appears on a background image, please ensure that there is sufficient contrast in terms of color and texture so as not to obscure or dilute the prominence of the signature. The background should not be cluttered and there should be no more than 10% value to the background.
On Color
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 11Signature
To ensure clarity and legibility of the ABM Signature, it is important to control the intensity of the background on which it appears. For your reference, we have provided a preferred background grayscale table, for use with the black or white Signature.
1 The white Signature can be used on grayscale backgrounds that are 60% of black or darker.
2 The black Signature can be used on grayscale backgrounds that are 30% of black or lighter.
3 The grayscale Signature can be used on white backgrounds.
Black & White Usage
1 2
3
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 12Signature
It is essential that all versions of the ABM Signature are applied in a considered and consistent manner. Some common mistakes relating to the application of these signatures are shown on the left. Please avoid them!
1 Do not use the ABM Signature without the tagline.
2 Never break apart or use individual letterforms and treat them as separate graphic elements or devices.
The Collaboration Icon and the Integration Graphic are the only authorized secondary graphic devices.
However, the "M" icon may be used by Corporate on rare occasions only.
1 2
2 2
Improper Use
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 13Signature
The following examples to the left are how not to use the ABM Signature.
The Signature is not to be changed for any purpose.
1 Solid blue Signature on black.
2 Solid blue Signature on any color.
3 Low contrast use of the Signature is to be avoided.
4 Don’t use the Signature against an image or graphic except where the contrast is less than 10%.
5 Make sure there is sufficient contrast of the Signature against dark backgrounds.
6 Don’t reverse colors in logo.
7 Don’t twist, slant or re-shape the Signature in any way.
8 Don’t use the Signature in grayscale.
9 Don’t screen back or ghost the Signature in any way.
10 Don’t use the White/Orange logo on a black background.
1 2 3
4 5 6
7 9 108
Improper Use On Backgrounds
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 14Signature
Open Space for the ABM Signature communicates clearly and effectively a minimum amount of space around it: clear of text, symbols and other related graphic elements. The “X” height is respectively equal to the vertical height of the ABM “A” as indicated. Open Space is equal to one half “X” on all sides.
The minimum size of the Signature to be used for various printing processes is specified below. Using the mark any smaller than indicated will reduce legibility and quality of reproduction.
1 “X” equals height of the letter “A” in the ABM Signature being used.
2 Open Space equals one half of “X.”
Open Space and Minimum Size
Preferred Signature Shown with Open Space
X
½ X
½ X
½ X
1
2
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 15
1 Standard size of Signature on U S Letter stock (8.5" x 11") is 1.25".
2 Minimum width equals .625".
SignatureSizing
Minimum Signature SizeStandard Signature Size: U S Letter
.625"
1.25"
21
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 16Proper Alignment with Text & Business Unit Names
Signature
Observation of open space and alignment of text in proximity to the Signature is also to be maintained.
1 Text with Signature Always place text at least 1/2 X away from the Signature and justified left with the "B" in Building Value (as shown).
2 Text with Signature Never place text aligned with the left side of the Signature.
3 Business Unit Names A business unit name with an address block can be placed adjacent to the Signature if minimum open space is observed.
4 Business Unit Names Never place or lock-up a business unit name by itself with the Signature.
Alignment and Proximity
4
2
1
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Et ea conummy nonse ming et, con ullamet, velestrud minim ilit vel dit praestrud tat luptat. An ut irit adiat ilit ullaore magna ametum augait praestie magna tat luptat.
Business Unit Name
X
½ X
3 Business Unit NameAddress Line OneAddress Line TwoCity, ST 00000
X
½ X
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 17
1 The special logo is tobe used only in special circumstances as depicted on the following page.
Please contact ABM Corporate Marketing with questions.
2 Distance from ABM and Name = 1x
3 Variable descriptor text and rule is centered below ABM.
4 Vertical line separator is equidistant from ABM and Name and equals the width of ABM.
Note: For various logo lockups, please see Brand Center Logo Library as they are released.
Consumer Parking Lots
Special Logo
1 Special Logo Usage
2
2
3
4
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 18Parking Services
Special Logo Usage Requirements
Parking Services Logo is to be used for Client, Legal and other applications such as:
• "Branded" Vehicles• "Non-Branded" Vehicles
(Operated by)• Client Property Signage• Uniforms• Validation Stamps
Not applicable to:• ABM Office Signage• Trade Show Graphics
(Parking Services used in Text)
• Advertising• Brochures• Stationery• Business Cards
The Standard Logo is used when no special requirements are needed.
Application Consumer-Facing Business To Business
Branded Vehicles
Non-Branded Vehicles (Operated by)
Client Property Signage
ABM Office Signage
Uniforms
Validation Stamps
Trade Show Graphics (Parking Services used in Text)
Advertising, Brochures, Stationery, Business Cards
N/A
N/A
N/A
N/A
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 19Design Mark & Color Palette
External Program - GreenCare Design Mark
PMS 376
PMS 7461
PMS 428
PMS 3258
PMS 382
PMS 138
PMS 431
PMS 465
PMS 328
PRIMARY COLORS
PANTONE CMYK RGB HEX
PMS 376 60/4/100/0 119/184/0 #77b800
PMS 7461 95/37/5/0 0/130/192 #0082c0
PMS 328 100/30/66/17 0/113/101 #007165
PMS 3258 63/0/37/0 75/200/182 #4bc8b6
PMS 382 31/1/100/0 190/214/0 #bed600
PMS 428 23/16/17/0 196/199/200 #c4c7c8
PMS 138 9/60/100/1 227/124/0 #e37c00
PMS 431 65/51/44/16 95/106/114 #5f6a72
PMS 465 29/37/73/3 182/152/94 #b6985e
PMS 376
PMS 7461
PMS 428
PMS 3258
PMS 382
PMS 138
PMS 431
PMS 465
PMS 328
PRIMARY COLORS
PANTONE CMYK RGB HEX
PMS 376 60/4/100/0 119/184/0 #77b800
PMS 7461 95/37/5/0 0/130/192 #0082c0
PMS 328 100/30/66/17 0/113/101 #007165
PMS 3258 63/0/37/0 75/200/182 #4bc8b6
PMS 382 31/1/100/0 190/214/0 #bed600
PMS 428 23/16/17/0 196/199/200 #c4c7c8
PMS 138 9/60/100/1 227/124/0 #e37c00
PMS 431 65/51/44/16 95/106/114 #5f6a72
PMS 465 29/37/73/3 182/152/94 #b6985e
Note: For use of this word mark, please contact ABM Corporate Marketing for approvals.
When expressing this in written text, use: ABM GreenCare®.
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 20Do's
Word Mark Styling
Font, Colors & Size
Subversive to ABM logo in size
Sky Blue is in Apex Medium
Orange is in Apex Book (exception for ConnectX where X is Apex Bold).
Or use ABM Grey, Black or Sky Blue
Tagline with Word Mark
Italics (see 2.17)
No period if sentence. Use period if words.
Tagline must convey the objective and add value.
Tagline should tie back to the application (see ThinkSAFE as example).
Right aligned text to not exceed length of Word Mark on either side
Do not create or use a tagline that is too long (running too far to the right from Word Mark above it)
Tagline height should stay at approximately quarter of the height of the Word Mark
Other
No Design Elements can be included with the program name, word marks or locked up to them.
ConnectX
theSHELF
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 21
1 Too Close - not meeting proximity clear zone rules.
2 Not permitted.
3 Not permitted.
4 The use of ABM in front of a Program Name is not permitted.
Don'ts
Logo & Word Mark Lockups
Word Mark
Word Mark
Word Mark
1
2
3
ABM University4
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 22Signature with Client, Endorsed or Independent Logos
Apart from the technical specifications for ‘co-logo’ use, the ABM Signature should only be used in conjunction with a client’s logo in three document genres (across 4 formats): Proposals; Presentations; and Case Studies; in Word, PPT, PDF or digital screen display. These three genres span the cycle from prospect to current account to former or continuing client. Any novel co-logo uses that arise, outside of these scenarios, should be addressed on a case by case basis by contacting Marketing Services.
Case Study
BMW North AmericaIntegrated Facility Management Services
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• To core do dipis autatem ipit luptat ex ero dit ad tie esequis aliquamet
• Dolutpat wisl elent lam nit la corpero ex eugueriuscin heniamet la faccum
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ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 23Signature with Client, Endorsed or Independent Logos
1.5 X
Maximum Width
Minimum Space
X
Whenever placing a client, endorsed or independent logo on a document along with the ABM Signature, please keep the following proportions and proximity in mind.
1 The minimum space to a partner logo is 1.5 “X,” with “X” being the height of the letter “A” in the ABM Signature being used.
2 Client, endorsed or independent logos should never be visually larger than the ABM logo.
3 The width of a client, endorsed or independent logo should be no wider than the width of the tagline "Building Value."
1
3
Proper Use of Client Logo Scaling
Proximity & Proportions
2
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 24
1 The minimum space to separate an endorsed logo is 2/3 “X,” with “X” being the height of the space between Linc and Service.
An ABM Company
Font: Apex Book
Kerning: +25
Color: ABM Grey
2 The minimum space to separate a co-branded logo is 1.25 “X.”
3 The minimum space to separate an endorsed logo is 5/8 “X,” with “X” being the height of the space between the tagline and An ABM Company.
Examples
Endorsed Brand Logo Lockup
Logo Lockup
Co-Branded Logo Lockup
Logo with Tagline Lockup
1
2
3
2/3X
X
1
1.25X 2
5/8XX 3
ABM Brand Standards Executive Summary | 12.17
ABM Brand Standards Executive Summary
| 25ABM Franchising Group
Endorsed “Group” Brand Lockups
ABM Franchising GroupLogo Lockup
www.abm.com
Business Unit NameAddress Line 1Address Line 2
City, ST 00000Office: (000) 000-0000
Fax: (000) 000-0000
NYSE Symbol: ABMR
1
1 For ABM Franchising Group Brands Logo Lockup File, please contact:[email protected]