PPG Architectural Coatings - Brand Standards Manual

PPG ARCHITECTURAL COATINGS BRAND STANDARDS MANUAL

April 2009

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TABLE OF CONTENTSPPG ARCHITECTURAL COATINGS

Introduction ........................................................... 3

Mission Statement ................................................ 3

Objective/Goals .................................................... 4

Responsibilities ..................................................... 4

PPG PITTSBURGH PAINTS

Brand Design Elements ........................................ 7

PPG Pittsburgh Paints Logo ................................. 8

Logo Variations ..................................................... 9

Logo Treatment .................................................. 11

Logo Usage ........................................................ 12

Messaging For Use as a Tagline ........................ 14

Brand Messaging ................................................ 15

Trademarks and Usage ...................................... 16

Sub-Brands (Products) List ................................ 17

Brand Color Palette ............................................ 18

Photography Style .............................................. 19

Background Imagery .......................................... 20

Logo Co-Branding Usage ................................... 21

Brand Fonts ........................................................ 22

Business Cards and Stationery .......................... 24

PPG PORTER PAINTS

Brand Design Elements ...................................... 29

PPG Porter Paints Logo ..................................... 30

Logo Variations ................................................... 31

Logo Treatment .................................................. 33

Logo Usage ........................................................ 34

Messaging For Use as a Tagline ........................ 36

Brand Messaging ................................................ 37



Brand Color Palette ............................................ 40

Photography Style .............................................. 41

Background Imagery .......................................... 42

Logo Co-Branding Usage ................................... 43

Brand Fonts ........................................................ 44


PPG

PPG Logo ........................................................... 51



Brand Messaging ................................................ 56


VOICE OF COLOR

Title ....................................................................... #

Title ....................................................................... #

Title ....................................................................... #

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INTRODUCTIONThe PPG Architectural Coatings brands (PPG Pittsburgh Paints, PPG Porter Paints and PPG) are valuable assets. Having a well-defined brand is essential in today’s marketplace and vital to gaining marketshare. Using the PPG Architectural Coatings brands’ names, logotypes, and trademarks correctly and consistently are how we can continue to build and protect our brand equity.

PPG Architectural Coatings Mission Statement

We are one of the world’s leading coatings and speciality products and services companies. Our products perform at the highest level. As a result, every customer who paints with a PPG brand takes advantage of our global coatings expertise, research and development and industry knowledge.

We are firmly committed to product innovation to drive our architectural finishes business now and into the future.

When a customer selects a PPG brand, they can be sure that they will get the right solution to any painting problem. We are PPG. We are PPG Architectural Finishes.

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Objectives & GoalsThe marketing objective for PPG Architectural Coatings is to build the most recognized premium brands in the commercial, industrial and residential paint markets. This requires having the information and tools needed to create communications that support and help build the brand. These guidelines will ensure that communications media (such as advertising, company literature, etc.) are consistent in tone, style and design. However, these guidelines allow for flexibility to meet specific market needs and promote creativity. Use of this manual is mandatory for all parties that work and/or do business with PPG Architectural Coatings. All queries should be directed to the appropriate brand manager for issues or concerns outside the scope of this document.

ResponsibilitiesThis manual was created by and agreed upon by management of PPG Architectural Coatings. The brand manager will be the custodian of the manual and the first point of contact for questions pertaining to this document and content. The implementation of these guidelines are the responsibility of management and their marketing/sales team.

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BRAND DESIGN ELEMENTSThese are the brand elements we use to create communications in the PPG Pittsburgh Paints visual graphic style. Our goal is to have the brand appear uniformly in all aspects of marketing and communications.

Creating a brand image that is recognizable to all customers is essential for PPG Pittsburgh Paints. The following are guidelines for how to properly utilize PPG Pittsburgh Paints design elements in communications pieces. Included are standards for the PPG Pittsburgh Paints logo, color palettes, recommended photography style, fonts, co-branding usage, messaging and background imagery. For unique situations not covered in this document or further interpretation, please contact the PPG Pittsburgh Paints brand manager.

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Secondary One-Color Variations

Tertiary One-Color Variations

PPG Pittsburgh Paints LogoThis is the PPG Pittsburgh Paints logo. It should be used as provided, as artwork, and in no way modified. Every time the PPG Pittsburgh Paints logo appears, it must meet the specified size, scale, color, typography and constraints described within this manual.

Logo VariationsThe PPG Pittsburgh Paints logo has a horizontal and a vertical option. The horizontal option is the preferred usage, but either version may be used based on design compatibility.

Primary 4-Color Process Secondary 4-Color Process Tertiary 4-Color Process

The primary, secondary and tertiary PPG Pittsburgh Paints logos are printed using a 4-color process (CMYK). When using the PPG Pittsburgh Paints logo for web, video or projection purposes, please use the web-safe RGB color designations. Note: Please refer to the Brand Color Palette on Page 18 for all approved color designations.

This is the primary logo and should be used in all instances unless otherwise noted or if not compatible with the design.

These versions of the logo may be used in situations where a horizontal logo is more compatible with the design.

Secondary vertical format of the PPG Pittsburgh Paints logo.

The font type used in the logo is Copperplate. For additional font information, please refer to page 18 of this manual.

One-Color VariationsWhen 4-color reproduction of the PPG Pittsburgh Paints logo is not possible, use the solid positive logo in black or the Pittsburgh Blue (PMS 540) option.

Acceptable forms of logo in black and white and one

color blue are shown at right. Black

PMS 540

Secondary and Tertiary logos are also acceptable and available in one-color variations.

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Secondary Reverse Variations

Tertiary Reverse Variations

Reverse Logo VariationsOptimal use of the PPG Pittsburgh Paints logo would be on a white background. When the reverse versions of the logo are required, they are to be used on a black or dark-colored background. The preferred background colors are black and Pittsburgh Blue (PMS 540).

Recommended forms of the PPG Pittsburgh Paints

logo in reverse.

Reverse +

4-Color

Reverse

Secondary and Tertiary logos are also acceptable and available in reverse variations.

Logo TreatmentSafe Zones A “safe zone” equal to the height of the uppercase letter “P” in Pittsburgh must be maintained around the logo in all instances. No headline, product or business name or other copy may intrude on this safe zone. The “P-curve” (width of the uppercase letter “P” in Pittsburgh) represents the space that must be maintained between the PPG Pittsburgh Paints icon and logo text. Center alignment should be determined based on the logo text.

Minimum Size On print materials where the PPG Pittsburgh Paints logo appears, the height of the icon may be no smaller than 5/16 of an inch or 8 millimeters.

The blue lines indicate the clear zone that must be maintained around the logo in all circumstances.

The blue lines indicate the clear zone that must be maintained around the logo in all circumstances.

5/16”

5/16”

5/16”

5/16”

X

XX

X

P-cu

rve

X X

X

X

P-curve

X X

X

X

P-cu

rve

X

X

X X

P-curve

X-space


Incorrect UsageAvoid misuse of the logo as it will hinder identification and legibility. Altering the logo’s colors or proportions is not acceptable.

Logo UsageCorrect Usage/Best Uses Every effort should be made to use the PPG Pittsburgh Paints logo on a white background. This is the preferred usage and protects our brand system color integrity. Of course, white backgrounds may not always be feasible or practical.Therefore, the use of alternate background colors is acceptable.

When necessary, the preferred use of the reversed-out PPG Pittsburgh Paints logo is on a solid black or Pittsburgh Blue field as rendered in these examples.

A reversed-out logotype on a solid black or blue field is also acceptable.

Do not place the logo on patterned backgrounds.

Do not reverse the logo out of a photograph.

Do not reverse the logo out of overly light backgrounds.

Do not place the logo over complicated or busy

photographic backgrounds.

Do not use a drop shadow on the logo.

Do not alter the colors of the logo.

Do not scale the logo disproportionally.

Do not rotate the logo (including setting the

logo vertically).

Do not unlock or change the scale of any of the elements of the logo.

Do not alter the length of the rule (longer or

shorter).


Messaging for Use as a TaglineThe following messaging is optional for use as a PPG Pittsburgh Paints “tagline.” It should be used as provided, as artwork, and in no way modified. The tagline should be center aligned directly below the PPG Pittsburgh Paints logo text with a safe zone equal to the height of the “P” in Pittsburgh.

Headline Usage The PPG Pittsburgh Paints tagline is also acceptable to use as a headline. In this case, the preferred font is Rotis San Serif (listed in the Brand Fonts section on page 22 for headlines).

Correct usage of vertical PPG Pittsburgh Paints logo

and tagline.

Correct usage of horizontal PPG Pittsburgh Paints logo

and tagline.

PPG Pittsburgh Paints messaging for use as a

tagline. Font: Palatino Bold Italic.

NOBODY KNOWS PAINT LIKE PPG PITTSBURGH PAINTS.

Nobody Knows Paint Like PPG Pittsburgh Paints.


Example of the tagline using the headline font, Rotis San

Serif, 65 Bold.


Brand MessagingThe following are acceptable and approved messaging elements, themes and personality traits of the PPG Pittsburgh Paints brand. These elements are intended to be used in conjunction with the logos and other graphic standards to produce cohesive brand materials that are consistent in message and design. Please approve any additional messaging copy or themes you wish to use with the PPG Pittsburgh Paints brand manager.

ThemesThese “themes” can be used as a headline, subhead or within body copy in PPG Pittsburgh brand materials or advertising. Themes indicated with an asterisk (*) indicate availability for use as a “tagline,” if appropriate (see section “Messaging For Use as a Tagline” on page 14 for more details).

• NobodyKnowsPaintLikePPGPittsburghPaints*• ChallengeUs• MakingEveryJobEasier

Brand PersonalityThe PPG Pittsburgh Paints brand is defined by the following personality traits. These traits should be implicit in the design and copy of all PPG Pittsburgh Paints brand materials. In some instances, these words would be suitable for use in crafting body copy for collateral materials for the brand.

• Experienced• Knowledgeable• Wise• Proud• Contemporary• Attractive• Comfortable• Classy• Fun• Reliable• Professional• Friendly

Brand Messaging – Mission StatementThe purpose and personality of the PPG Pittsburgh Paints brands can be defined as the statement listed below. These key messages can be used together as a whole or adapted to be included in part within key brand communication pieces.

PPG Pittsburgh Paints is a nationally recognized and trusted brand with a respected legacy spanning more than 100 years. Generations of painting contractors, building owners, architects, designers and homeowners have long recognized PPG Pittsburgh Paints name as synonymous with quality products and service.

PPG Pittsburgh Paints’ relentless efforts to match leading edge coatings technology with market needs have produced a broad and deep product line that is unsurpassed in the industry.

Today, PPG Pittsburgh Paints is able to satisfy the diverse demands of the commercial, industrial, residential, and new home construction paint markets through the comprehensive family of PPG Architectural Coatings products.

Single Brand Messaging/Advertising Statements:• Knowledgeable service you can trust.

• Trusted for outstanding performance and knowledgeable service for generations.

• Service and expertise to help select the right products for the application.

• Unique Voice of Color system offers easy color selection and custom color matching.

• High quality paints and stains to cover every challenge.


Rule 4. Not only is use of a trademark as a noun improper as noted above, but it is also improper to use it in the following ways:

* As a verb Improper: “WallHide the drywall” Proper: “prime the drywall with WallHide primer/sealer”

* As a possessive Improper: “Manor Hall’s durability” Proper: “the durability of Manor Hall coating”

* In plural form Improper: “PPG makes several Perma-Cretes” Proper: “PPG makes several types of Perma-Crete coatings”

* As descriptive of anything other than the trademarked product or service itself Improper: “Timeless performance” Proper: “the performance of Timeless paint””

Rule 5. Avoid using variations of trademarks. For example, if the trademark is Sun Proof, do not use alterations like Sun-Proof, Sun/Proof, or Sunproof. Renewal of registrations requires proof of continued use, and if a variation has crept in, renewal might be denied.

Rule 6. Use the trademark on the goods themselves or the packaging (service marks are an exception). Use in advertising alone is not sufficient to support a registration.

Sub-Brands (Products) ListThe following is a listing of the PPG Pittsburgh Paints products (sub-brands) and their correct usages with trademark symbols (® and ™). These trademarks are applicable for U.S. usages only. For additional ques-tions about brands and sub-brands and their trade-marks not addressed by this document, please contact the PPG Pittsburgh Paints brand manager.

• Manor Hall® • Timeless®

• Sun Proof® Paints • Sun Proof® Stains • Pitt-Cryl®

• Pitt-Cryl® Plus • Pro Siding • Pro Siding Plus™

• WallHide®

Trademarks and UsageWhat is a trademark?A trademark is a word, slogan, symbol, design, or package appearance that is used to identify the particular goods or services of the trademark owner and to distinguish them from the goods or services sold by others. Trademarks are sometimes called “brand names.” Trademarks for services can be called “service marks.” A “trade name,” on the other hand, is the name of a business rather than the goods that it sells, although a company’s name is often also a trademark. “PPG” is both a trade name and a trademark. PPG Pittsburgh Paints is both a trade name and a trademark.

Trademark law prohibits others from infringing upon an established trademark, whether registered or not. Using confusingly similar names is also prohibited. One does not own a trademark absolutely - only to the extent that others may not use the same or similar trademark in a way that would cause confusion as to the source or sponsorship of the goods or services.

How to Use a Trademark ProperlyProper use of a trademark is important because improper use can cause the owner’s exclusive rights to be lost. If the owner of a trademark uses it in a way inconsistent with its status as a trademark, others can justifiably argue that it has become a generic word and can be used by anyone. Therefore, every use of a PPG Pittsburgh Paints trademark must demonstrate that it is a very special word unique to the particular product from PPG. Observing the following rules will accomplish that objective:

Rule 1. A trademark is a proper adjective. Because it is an adjective, it must be followed by a noun. For example, it is improper to say “Timeless® is specified by architects.” Instead, the proper expression would be “Timeless® coatings are specified by architects.” (A trade name - i.e., a business name such as “PPG” can be used as a noun.)

Rule 2. Set the trademark off from the surrounding words with distinctive typographical treatment. The first letter of the trademark should be capitalized. It is also acceptable to capitalize the entire trademark or to use italics or bold face. Other possibilities are to use quotation marks, underlining, or a different color or font. At PPG, the most commonly used style is to italicize trademarks in text.

Rule 3. Always include a trademark notice at least once in each label, article, or brochure. The trademark notice may take various forms:

One form that can always be used is the TM symbol, preferably on the “right shoulder” of the trademark, although other locations in proximity to the trademark may be acceptable. This can be used whether a trademark is registered or not. In the case of marks for services, the symbol SM may be used. Alternatively, a footnote may state, for example, “Manor Hall is a trademark of PPG Industries.”

Only after registration has been granted by the U.S. Patent and Trademark Office, the symbol ® should be used. Alternatively for registered trademarks, a footnote may state, for example, “Pure Performance is a registered trademark of PPG Industries,” or “Registered U.S. Patent and Trademark Office,” or “Reg. U.S. Pat. & TM Off.”

If the trademark notice is used with the first or most prominent occurrence of the trademark in a piece, it is not necessary to include a notice on subsequent occurrence except any place where it would be useful to make the trademark status clear.


Brand Color PaletteAn important element of the PPG Pittsburgh Paints brand identity is consistent and unified color usage. These colors must be stictly adhered to and in no way altered.

PrimaryThe PPG Pittsburgh Paints primary color palette is defined below:

Secondary The PPG Pittsburgh Paints secondary color palette is defined below:

Note: Our brand color palette is based on the Pantone® Coated Color Library. When printing in CMYK or on some uncoated papers, you may experience a certain degree of color shift. As a result, it is important that you work with your printing vendor to maintain the proper visual match of the brand colors.

PMS 540CYMK: 100, 55, 0, 55

RGB: 0, 102, 175

Hexadecimal: 0066af

PMS 155CYMK: 0, 12, 28, 0

RGB: 255, 225, 187

Hexadecimal: ffe1ba

WhiteCYMK: 0, 0, 0, 0

RGB: 255, 255, 255

Hexadecimal: ffffff

PMS 186CYMK: 0, 100, 100, 0

RGB: 237, 28, 36

Hexadecimal: ed1c24

PMS 108 CYMK: 0, 5, 100, 0

RGB: 255, 230, 0

Hexadecimal: ffe600

PMS 151 CYMK: 0, 50, 100, 0

RGB: 247, 148, 20

Hexadecimal: f7941d

PMS 361 CYMK: 75, 0, 100, 0

RGB: 57, 181, 74

Hexadecimal: 39b54a

PMS 3005 CYMK: 100, 35, 0, 0

RGB: 0, 131 202

Hexadecimal: 0083ca

PMS 2685 CYMK: 90, 100, 0, 0

RGB: 71, 47, 146

Hexadecimal: 472f92

These colors are used in the “Drippy P” icon.

These colors are used in the various approved logos

(logo font and one-color options) and should be used

for any headlines, taglines, subheads or body copy on

associated advertising or collateral materials.

Photography StyleThe images used in conjunction with PPG Pittsburgh Paints messaging should all follow a consistent style. When targeting the homeowner or DIY consumer, the photography can include both interior and exterior shots of homes. Other acceptable images for either the professional audience or DIY consumers can include paint cans, people and paint details. All images should have clean, crisp lines and modern sensibility. Online Photo Access For a complete database of approved images contact the PPG Pittsburgh Paints brand manager for access to the RE May Digital Asset Management Site. RE May includes an online archive of photography that requires a password protected log-in. For more information on RE May, visit www.remay.com.


Logo Co-Branding UsageIn instances where there are co-branding opportunities with the PPG Pittsburgh Paints brand and third party partnerships, the optimal use of the logos can be seen in the examples below, taking into account basic proportions, spacing and usage. The two logos should be balanced in size and the amount of space between the logos should equal twice the height of the “P” in Pittsburgh. The PPG Pittsburgh Paints logo can appear either to the left or the right of the partner’s logo. The following options are acceptable uses of the PPG Pittsburgh Paints mark with a partner logo. Choose the version that best complements the size and orientation of the partner’s logo.

Unique Co-Branding In some co-branding opportunities, such as the example below, alterations to the PPG Pittsburgh Paints logo maybe be neccessary. Any modifications, such as removing the icon or changing the logo text, must be done in conjuction with and approved by the PPG Pittsburgh Paints brand manager.

See the Voice of Color tab for specific Voice of Color brand use guidelines.

Example of an approved co-branding opportunity where the PPG Pittsburgh Paints logo has been modified.

Secondary partnership of two vertical logos.

Alternate partnership of two horizontal logos.

Primary partnership of two horizontal logos (preferred).

Alternate partnership of two horizontal logos stacked.

ABC COMPANY

ABC COMPANY

ABC COMPANY

Background ImageryWhen designing PPG Pittsburgh Paints ads or collateral materials, consistent background imagery is necessary to identify with the brand. Below are some examples of how the logo and colors can be used.

A screen of the PPG Pittsburgh Paints Icon over PANTONE 540 (or the equivalent CMYK designations) can be used as a background texture.

A pattern made of screens of PANTONE 540 (or the equivalent CMYK designations) can be used as a background texture.

A radial gradient PANTONE 540 (or the equivalent CMYK designations) can be used as a background texture.


Trade Gothic

Trade GoThic – BoLd

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

Trade GoThic – BoLd no. 2


Trade GoThic – BoLd OBLIQUE


Trade GoThic – BoLd no. 2 OBLIQUE


Palatino

PALATINO – REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

PALATINO – ITALIC


PALATINO – BOLD


PALATINO – BOLD ITALIC


Website and Microsoft Applications Usage ArialText formatting across website and Microsoft applications platforms require a universal font for optimal compatibility. Please use Arial as a substitute for Rotis San Serif in these various applications.

ARIAL – REGULAR


ARIAL – ITALIC


ARIAL – BOLD


ARIAL – BOLD ITALIC


Other Acceptable Fonts

Palatino and Trade Gothic have been chosen as other acceptable fonts for PPG Pittsburgh Paints. As additional font choices, they should be used sparingly as complements to Rotis San Serif.

Brand FontsType is a powerful branding tool and creates a consistent and credible brand style. All PPG Pittsburgh Paints materials should use the following brand fonts.

Rotis San SerifRotis San Serif is the primary body copy font to be used for all PPG Pittsburgh Paints branding collateral. It is a san serif font with an air of timelessness and good legibility. Any of the following weights and styles can be used in copy, headlines and any additional relative content. ROTIS SAN SERIF – 55


ROTIS SAN SERIF – 56 ITALIC


ROTIS SAN SERIF – 54 L IGHT


ROTIS SAN SERIF – 46 L IGHT ITALIC


ROTIS SAN SERIF – 565 BOLD


ROTIS SAN SERIF – 75 EXTRA BOLD


CopperplateCopperplate has been chosen as the secondary font for PPG Pittsburgh Paints. It is a clear, legible serif font with a classic, elegant look. As a secondary font, it should be used sparingly as a complement to Rotis San Serif.

COPPERPLATE – REGULAR


COPPERPLATE – LIGHT


COPPERPLATE – BOLD


Font Color: In most cases, use black type on white or light-colored background. Reversing type out of a black or dark-colored background is also acceptable. In select cases, it may be advisable to use type in the Pittsburgh Blue (PMS 540).


Business Cards and StationeryBusiness Card StylesThe following are the approved layouts for PPG Architectural Coatings business cards. Three styles are available, based upon the employee’s role and responsibility within the company. All templates are on file and available via normal business card ordering process at Mercury Printing.

PPG Pittsburgh Paints Market For those who work exclusively with the PPG Pittsburgh Paints brand, including store and store sales personnel in the PPG Pittsburgh Paints market, the following business card is available.

PPG Industries, Inc.One PPG PlacePittsburgh, PA 15272 USATelephone: 412.434.3458Fax: 412.434.2288www.ppgaf.com

John SmithSales [email protected]

Dual Brand Responsibility (Sales or Sales Management) – Dealer and Store For those who work with both the PPG Pittsburgh Paints and PPG Porter Paints brands in a shared capacity, whether as a dealer rep or store management personnel, the following variation is used.

John SmithDirector of SalesStore and Dealer [email protected]


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G.O./Louisville Management The following busines card style is available for those managers who work in either the General Office (G.O.) Headquarters in Pittsburgh, PA or in the Louisville, KY office.

Letterhead and Stationery All other stationery items in the business suite, with the exception of business cards, will be branded as PPG Architectural Coatings and will be available through normal ordering procedures.

John SmithPurchasing [email protected]



BRAND DESIGN ELEMENTSThese are the brand elements we use to create communications in the PPG Porter Paints visual graphic style. Our goal is to have the brand appear uniformly in all aspects of marketing and communications.

Creating a brand image that is recognizable to all customers is essential for PPG Porter Paints. The following are guidelines for how to properly utilize PPG Porter Paints design elements in communications pieces. Included are standards for the PPG Porter Paints logo, color palettes, recommended photography style, fonts, co-branding usage, messaging and background imagery. For unique situations not covered in this document or further interpretation, please contact the PPG Porter Paints brand manager.


This is the primary logo and should be used in all instances unless otherwise noted or if not compatible with the design.

This version of the logo may be used in situations where a vertical logo is more compatible with the design.

PPG Porter Paints LogoThis is the PPG Porter Paints logo. It should be used as provided, as artwork, and in no way modified. Every time the Porter Paints logo appears, it must meet the specified size, scale, color, typography and constraints described within this manual. Logo Variations The PPG Porter Paints logo has a horizontal and a vertical option. The horizontal option is the preferred usage, but either version may be used based on design compatibility.

Primary 4-Color Process

Secondary 4-Color Process

The primary and secondary PPG Porter Paints logos are printed using a 4-color process (CMYK). When using the PPG Porter Paints logo for web, video or projection purposes, please use the web-safe RGB color designations.

Note: Please refer to the Brand Color Palette on Page 40 for all approved color designations.

Unacceptable UsesFor both logos, it is unacceptable to stack “Porter” over “Paints” in all versions and usages. See Incorrect Usages on page 35 for more information.

The font type used in the logo is Berkeley Oldstyle. For additional font information, please refer to page 44 of this manual.

This is the only approved logotype for PPG Porter Paints can label usage.

One- and Two-Color VariationsWhen 4-color reproduction of the PPG Porter Paints logo is not possible, use the solid positive logo in black, Porter Orange (PMS 1665) or the two-color option of black and Porter Orange.

Secondary logos are also acceptable and available in one- and two-color variations.

Acceptable forms of the PPG Porter Paints logo

in one and two colors. Black

PMS 1665

Black & PMS 1665

Black

PMS 1665

Black & PMS 1665

The logo design (“Porter Flag”) in 4-color process variations includes a gradient on the top and bottom of the stripes. This fade is intentional and part of the design to create dimensionality. The fade is not part of the approved one- and two-color variations of the PPG Porter Paints logo (see page 31).


Reverse Logo Variations Optimal use of the PPG Porter Paints logo should be used on a white background. When the reverse versions of the logo are required, they are to be used on a black or dark-colored background. The preferred background colors are black and Porter Orange (PMS 1665).

Secondary logos are also acceptable and available in reverse variations.

Recommended forms of the PPG Porter Paints

logo in reverse.

Reverse +

4-Color

Reverse

Reverse +

4-Color

Reverse

Center AlignX X

X

X

P-cu

rve

5/16” 5/16”

Logo TreatmentSafe Zones A “safe zone” equal to the height of the uppercase letter “P” in Porter must be maintained around the logo in all instances. No headline, product or business name or other copy may intrude on this safe zone. The “P-curve” (width of the uppercase letter “P” in Porter) represents the space that must be maintained between the PPG Porter Paints icon and logo text. Center alignment should be determined based on the logo text.

Minimum Size On print materials where the PPG Porter Paints logo appears, the width of the icon may be no smaller than 5/16 of an inch or 8 millimeters.

The blue lines indicate the safe zone that must be maintained around the logo.

The blue lines indicate the safe zone that must be maintained around the logo.

P-curve

X-space

X X

X

X

Center Align


Incorrect UsageAvoid misuse of the logo as it will hinder identification and legibility. Altering the logo’s colors or proportions is not acceptable.

Do not place the logo on patterned backgrounds.

Do not reverse the logo out of a photograph.

Do not use a drop shadow on the logo.

Do not alter the colors of the logo.

Do not scale the logo disproportionally.

Do not rotate the logo (including setting the

logo vertically).

Do not stack the text of the logo.

Do not reverse the logo out of overly light backgrounds.

Do not place the logo over complicated or busy

photographic backgrounds.

Do not unlock or change the scale of any of the elements

of the logo.

Do not alter the length of the rule (longer or shorter).

Logo UsageCorrect Usage / Best Uses Every effort should be made to use the PPG Porter Paints logo on a white background. This is the preferred usage and protects our brand system color integrity. Of course, white backgrounds may not always be feasible or practical. Therefore, the use of alternate background colors is acceptable. Please refer to the Brand Color Palette section on page 40 for more information.

When necessary, the preferred use of the reversed-out PPG Porter Paints logo is on a solid black or Porter Orange field as rendered in these examples.

A reversed-out logotype on a solid black or Porter Orange field is also acceptable.

One- and two-color variations do not include the “fade” on top and bottom of the logo as shown in the 4-color version. See page 30 for further explanation.


Messaging for Use as a TaglineThe following messaging is optional use as a PPG Porter Paints “tagline.” It should be used as provided, as artwork, and in no way modified. The tagline should be center aligned directly below the PPG Porter Paints logo text with a safe zone equal to the height of the “P” in Porter.

Headline Usage The PPG Porter Paints tagline is also acceptable to use as a headline. In this case, the preferred font is Avenir (listed in the Brand Fonts section on page 44 for headlines).

Correct usage of vertical PPG Porter Paints logo and tagline.

Correct usage of horizontal PPG Porter Paints logo and tagline.

PPG Porter Paints messaging for use as a tagline. Font: Berkeley Bold Italic

EVERY JOB DESERVES PPG PORTER PAINTS.Example of the tagline using the headline font, Avenir.

Every Job Deserves PPG Porter Paints.



Brand MessagingThe following are acceptable and approved messaging elements, themes and personality traits of the PPG Porter Paints brand. These elements are intended to be used in conjunction with the logos and other graphic standards to produce cohesive brand materials that are consistent in message and design. Please approve any additional messaging copy or themes you wish to use with the PPG Porter Paints brand manager.

ThemesThese “themes” can be used as a headline, subhead or within body copy in PPG Porter brand materials or advertising. Themes indicated with an asterisk (*) indicate availability for use as a “tagline,” if appropriate (see section “Messaging For Use as a Tagline” on page 36 for more details).

• EveryJobDeservesPPGPorterPaints*• ChallengeUs• MakingEveryJobEasier

Brand PersonalityThe PPG Porter Paints brand is defined by the following personality traits. These traits should be implicit in the design and copy of all PPG Porter Paints brand materials. In some instances, these words would be suitable for use in crafting body copy for collateral materials for the brand.

• Consistent • Reliable • Respected • Conservative• Heritage • Mature • Stable • Trusted • Professional • High-Quality • Craftsmanship • Proud• Integrity • Classic • Not Flashy • Personalized Service • Inspires Confidence • Upscale

Brand MessagingThe purpose and personality of the PPG Porter Paints brand can be defined as the statement listed below. These key messages can be used together as a whole or adapted to be included in part within key brand communication pieces.

Mission StatementThe PPG Porter Experience starts with our people, flows through our paints, and lasts with our customers for life.

The long-standing popularity of PPG Porter Paints has been consistent throughout its storied heritage since 1921. The trademark Porter orange and its renowned stripes symbolize the brand’s rich tradition and ongoing commitment to providing premium products and knowledgeable service. Generations of discerning professional painters, homeowners, and interior designers have trusted PPG Porter Paints to complete their most challenging projects.

In addition to being the brand of choice for residential painting, PPG Porter Paints satisfies the rigorous demands of commercial, industrial, and new home construction projects through the comprehensive family of PPG Architectural Coatings products.

PPG Porter Paints is in a unique position to ensure the satisfaction of all customers regardless of the coatings challenge. Every job deserves PPG Porter Paints.

Single Brand Messaging/Advertising Statements:• Knowledgeable service you can trust.

• Trusted for outstanding performance and knowledgeable service for generations.

• Service and expertise to help select the right products for the application.

• Unique Voice of Color system offers easy color selection and custom color matching.

• High quality paints and stains to cover every challenge.



* As a verb Improper: “Color Seal the drywall” Proper: “prime the drywall with Color Seal primer/sealer”

* As a possessive Improper: “Acri-Shield’s durability” Proper: “the durability of Acri-Shield coating”


* As descriptive of anything other than the trademarked product or service itself Improper: “Permanizer performance” Proper: “the performance of Permanizer paint””

Rule 5. Avoid using variations of trademarks. For example, if the trademark is Hi-Hide, do not use alterations like HiHide, Hi/Hide, Hihide, or High-Hide. Renewal of registrations requires proof of continued use, and if a variation has crept in, renewal might be denied.


Sub-Brands (Products) ListThe following is a listing of the PPG Porter Paints products (sub-brands) and their correct usages with trademark symbols (® and ™). These trademarks are applicable for U.S. usages only. For additional questions about brands and sub-brands and their trademarks not addressed by this document, please contact the PPG Porter Paints brand manager.

• Acri-Shield®

• Acri-Pro® 100 • Advantage™ 900 • BlankIt®

• Classic Hide® • Color Seal™

• Glyptex™

• Hi-Hide®

• MBP Flat • Painters’ Friend®

• Pro Flat • Permanizer®

• PorterDeck™

• Portersept®

• Pro-Master™ 2000 • Silken Touch®

• Vinyl Flat™

• Wood Guardian™

Trademarks and UsageWhat is a trademark?A trademark is a word, slogan, symbol, design, or package appearance that is used to identify the particular goods or services of the trademark owner and to distinguish them from the goods or services sold by others. Trademarks are sometimes called “brand names.” Trademarks for services can be called “service marks.” A “trade name,” on the other hand, is the name of a business rather than the goods that it sells, although a company’s name is often also a trademark. “PPG” is both a trade name and a trademark. “PPG Porter Paints” is both a trade name and a trademark.

Trademark law prohibits others from infringing upon an established trademark, whether registered or not. Using confusingly similar names is also prohibited. One does not own a trademark absolutely - only to the extent that others may not use the same or similar trademark in a way that would cause confusion as to the source or sponsorship of the goods or services.

How to Use a Trademark ProperlyProper use of a trademark is important because improper use can cause the owner’s exclusive rights to be lost. If the owner of a trademark uses it in a way inconsistent with its status as a trademark, others can justifiably argue that it has become a generic word and can be used by anyone. Therefore, every use of a PPG Porter Paints trademark must demonstrate that it is a very special word unique to the particular product from PPG. Observing the following rules will accomplish that objective:

Rule 1. A trademark is a proper adjective. Because it is an adjective, it must be followed by a noun. For example, it is improper to say “Silken Touch® is specified by architects.” Instead, the proper expression would be “Silken Touch® coatings are specified by architects.” (A trade name - i.e., a business name such as “PPG” can be used as a noun.)



One form that can always be used is the TM symbol, preferably on the “right shoulder” of the trademark, although other locations in proximity to the trademark may be acceptable. This can be used whether a trademark is registered or not. In the case of marks for services, the symbol SM may be used. Alternatively, a footnote may state, for example, “Glyptex is a trademark of PPG Industries.”




Photography StyleThe images used in conjunction with PPG Porter Paints messaging should all follow a consistent style. When targeting the homeowner or DIY consumer, the photography can include both interior and exterior shots of homes. Other acceptable images for either the professional audience or DIY consumers can include paint cans, people and paint details. All images should have clean, crisp lines and modern sensibility. Online Photo Access For a complete database of approved images contact the PPG Porter Paints brand manager for access to the RE May Digital Asset Management Site. RE May includes an online archive of photography that requires a password protected log-in. For more information on RE May, visit www.remay.com.

Brand Color PaletteAn important element of the PPG Porter Paints brand identity is consistent and unified color usage. These colors must be stictly adhered to and in no way altered.

Primary The PPG Porter Paints primary color palette is defined below:

Suggested Background ColorsThe following colors are recommended for use as backgrounds on which the logo can appear as an alternate to white or black or when white or black backgrounds are not feasible or practical for the design.

Note: Our brand color palette is based on the Pantone® Coated Color Library. When printing

in CMYK or on some uncoated papers, you may experience a certain degree of color shift. As

a result, it is important that you work with your printing vendor to maintain the proper visual

match of the brand colors.

PMS 1665CYMK: 0, 68, 100, 0

RGB: 243, 116, 33

Hexadecimal: f37321

PMS 155CYMK: 0, 12, 28, 0

RGB: 255, 225, 187

Hexadecimal: ffe1ba

WhiteCYMK: 0, 0, 0, 0

RGB: 255, 255, 255

Hexadecimal: ffffff

BlackCYMK: 0, 0, 0, 100

RGB: 35, 31, 32

Hexadecimal: 231f20

PMS 7427CYMK: 0, 100, 65, 28

RGB:181, 9, 56

Hexadecimal: b50938

PMS 2623CYMK: 59, 100, 0, 32

RGB: 94, 14, 103

Hexadecimal: 5e0e67

PMS 1405CYMK: 0, 36, 100, 63

RGB: 121, 83, 0

Hexadecimal: 795300

PMS 457CYMK: 0, 15, 100, 28

RGB: 194, 162, 4

Hexadecimal: c2a204

PMS 2746 CYMK: 100, 92, 0, 10

RGB: 33, 54, 139

Hexadecimal: 21368b

PMS 3425CYMK: 100, 0, 78, 42

RGB: 0, 112, 74

Hexadecimal: 00704a

PMS 1235CYMK: 0, 29, 91, 0

RGB: 253, 187, 48

Hexadecimal: fdbb30

PMS 5777CYMK: 10, 0, 49, 28

RGB: 176, 181, 121

Hexadecimal: b0b579

PMS 7475CYMK: 50, 0, 25, 30

RGB: 91, 155, 152

Hexadecimal: 5b9b98


Primary partnership of two horizontal logos (preferred).

Logo Co-Branding UsageIn instances where there are co-branding opportunities with the PPG Porter Paints brand and third party partnerships, the optimal use of the logos can be seen in the examples below, taking into account basic proportions, spacing and usage. The two logos should be balanced in size and the amount of space between the logos should equal twice the height of the “P” in Porter. The PPG Porter Paints logo can appear either to the left or the right of the partner’s logo. The following options are acceptable use of the PPG Porter Paints mark with a partner logo. Choose the version that best complements the size and orientation of the partner’s logo.

Unique Co-Branding In some co-branding opportunities, such as the example below, alterations to the PPG Porter Paints logo maybe be neccessary. Any modifications, such as removing the icon or changing the logo text, must be done in conjuction with and approved by the PPG Porter Paints brand manager.

See the Voice of Color tab for specific Voice of Color brand use guidelines.

Secondary partnership of two horizontal logos stacked.

Example of an approved co-branding opportunity where the PPG Porter Paints logo has been modified.

Alternate partnership of two vertical logos.

ABC COMPANY

ABC COMPANY

Background ImageryWhen designing PPG Porter Paints ads or collateral materials, consistent background imagery is necessary to identify with the brand. Graphic Stripes The bright orange and cream stripes are symbolic of PPG Porter Paints. The stripes must be on a 34 degree angle going from left to right. Each corner must be anchored by an orange stripe. Below are some examples of how the stripes can be used.

Incorrect Usage

Orange stripes that are more or less than the six-width ratio

The stripes can be used as a solid background.

Super Graphic Stripes must be on a 34 degree angle going from left to right.

The stripes can be used as a gradient with the fade occuring from top to bottom, or vice versa.

Full strength orange stripes can be combined with 90% tint orange stripes.

The correct usage for the orange stripes are the six-width ratio size.

Porter Orange stripes can be used screened and multiple over a photograph.

No waving the stripes, they must remain straight.

34 degrees

The stripes can be used as a gradient with fade occuring from left to right, or vice versa.

Correct Usage

Six orange stripes width ratio


Brand FontsType is a powerful branding tool and creates a consistent and credible brand style. All PPG Porter Paints materials should use the following brand fonts.

AvenirAvenir is the primary body copy font to be used for all PPG Porter Paints branding collateral. It is a sans serif font with an air of timelessness and good legibility. Any of the following weights and styles can be used in copy, headlines and any additional relative content.

AVENIR BOOk


AVENIR BOOk OBLIQUE


AVENIR MEDIUM

ABCDEFGHIJkLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

AVENIR MEDIUM OBLIQUE


AVENIR BLACk


AVENIR BLACk OBLIQUE


Berkeley OldstyleBerkeley Oldstyle has been chosen as the secondary font for PPG Porter Paints. It is a clear, legible serif font with a classic, elegant look. As a secondary font, it should be used sparingly as a complement to Avenir.

BERKELEY OLDSTYLE BOOKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

BERKELEY OLDSTYLE BOOK OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

BERKELEY OLDSTYLE BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

BERKELEY OLDSTYLE BOLD OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

BERKELEY OLDSTYLE BLACKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

BERKELEY OLDSTYLE BLACK OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

Font Color: In most cases, use black type on white or light-colored background. Reversing type out of a black or dark-colored background is also acceptable. In select cases, it may be advisable to use type in the Porter Orange (PMS 1665).

Website and Microsoft Applications Usage ArialText formatting across website and Microsoft applications platforms require a universal font for optimal compatibility. Please use Arial as a substitute for Rotis San Serif in these various applications.

ARIAL – REGULAR


ARIAL – ITALIC


ARIAL – BOLD


ARIAL – BOLD ITALIC


Berthold Akzidenz Grotesk

Berthold Akzidenz Grotesk – reGUlAr

ABCdeFGhiJklMnoPQrstUVWXYzabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

Berthold Akzidenz Grotesk – itAliC


Berthold Akzidenz Grotesk – Bold


Berthold Akzidenz Grotesk – Bold itAliC


Other Acceptable Fonts

Sabon and Berthold Akzidenz Grotesk have been chosen as other acceptable fonts for PPG Porter Paints. As additional font choices, they should be used sparingly as complements to Avenir.

Sabon

Sabon – RoMan

abCDEFGHIJKLMnoPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()+

Sabon – ITaLIC


Sabon – boLD


Sabon – boLD ITaLIC



John SmithStore [email protected]


Business Cards and StationeryBusiness Card StylesThe following are the approved layouts for PPG Porter Paints business cards. Three styles are available, based upon the employee’s role and responsibility within the company. All templates are on file and available via normal business card ordering process at Mercury Printing.

PPG Porter Paints Market For those who work exclusively with PPG Porter Paints brand, including store personnel and store sales personnel in the PPG Porter Paints market, the following business card is available.

Dual Brand Responsibility (Sales or Sales Management) – Dealer and Store For those who work with both the PPG Pittsburgh Paints and PPG Porter Paints brands in a shared capacity, whether as a dealer rep or store management personnel, the following variation is used.

John SmithDirector of SalesStore and Dealer [email protected]


4 8 | P P G P A I N T S B R A N D I N G G U I D E L I N E S | 4 9

G.O./Louisville Management The following busines card style is available for those managers who work in either the General Office (G.O.) Headquarters in Pittsburgh, PA or in the Louisville, KY office.

Letterhead and Stationery All other stationery items in the business suite, with the exception of business cards, will be branded as PPG Architectural Coatings, and will be available through normal ordering procedures.




PPG Logo StandardsThis is the PPG corporate logo. It should be used as provided, as artwork, and in no way modified. Every time the PPG logo appears, it must meet the specified size, scale, color, typography and constraints described.

Safe Zone A “safe zone” equal to half of the height of the PPG logo, or “1/2 x”, must be maintained around the logo in all instances. No headline, product or business name or other copy may intrude on this safe zone.

Minimum Size On print materials where the PPG logo appears, the width of the icon may be no smaller than 5/16 of an inch or 8 millimeters.

Examples of the PPG logo in Black, PPG Blue

(PMS 307) and Reverse.

x-space

1/2x

1/2x 1/2x

1/2x

The blue lines indicate the safe zone that must

be maintained around the logo.

5/16”


This easily understandable descriptive name should be used on generalcommunication to identify the broader business unit. Please note theformal legal name of the business is PPG Architectural Finishes. Whilethis name is less descriptive than PPG Architectural Coatings, it mustbe used when legal communication is mandatory.

Where to Use PPG Architectural Coatings• Business Cards• Envelopes, Letterhead• Sales Literature• Web Sites• Advertising, Press Releases, etc.

Where to Use PPG Architectural Finishes• Back of Product Labels• Technical Data Sheets• Material Safety Data Sheets• Contracts, Agreements, Letters of Intent, etc.• Warranties• Customer Statements, Invoices• Rebate Pads

When to UseAs a brand name on the front of commercial, new home, industrial andspecialty product labels.

As a companion brand to PPG Pittsburgh Paints or PPG Porter Paints in rare occasions when the application warrants the need to convey full breadth of capabilities.

• Trailer graphics• Box Truck graphics• Van Graphics• Exterior Store signage




Trademarks and UsageWhat is a trademark?A trademark is a word, slogan, symbol, design, or package appearance that is used to identify the particular goods or services of the trademark owner and to distinguish them from the goods or services sold by others. Trademarks are sometimes called “brand names.” Trademarks for services can be called “service marks.” A “trade name,” on the other hand, is the name of a business rather than the goods that it sells, although a company’s name is often also a trademark. “PPG” is both a trade name and a trademark.

Trademark law prohibits others from infringing upon an established trademark, whether registered or not. Using confusingly similar names is also prohibited. One does not own a trademark absolutely - only to the extent that others may not use the same or similar trademark in a way that would cause confusion as to the source or sponsorship of the goods or services.How to Use a Trademark Properly

How to Use a Trademark ProperlyProper use of a trademark is important because improper use can cause the owner’s exclusive rights to be lost. If the owner of a trademark uses it in a way inconsistent with its status as a trademark, others can justifiably argue that it has become a generic word and can be used by anyone. Therefore, every use of a PPG trademark must demonstrate that it is a very special word unique to the particular product from PPG. Observing the following rules will accomplish that objective:

Rule 1. A trademark is a proper adjective. Because it is an adjective, it must be followed by a noun. For example, it is improper to say “Speedhide® is specified by architects.” Instead, the proper expression would be “Speedhide® coatings are specified by architects.” (A trade name - i.e., a business name such as “PPG” can be used as a noun.)



One form that can always be used is the TM symbol, preferably on the “right shoulder” of the trademark, although other locations in proximity to the trademark may be acceptable. This can be used whether a trademark is registered or not. In the case of marks for services, the symbol SM may be used. Alternatively, a footnote may state, for example, “Top Gun is a trademark of PPG Industries.”




* As a verb Improper: “Seal Grip the drywall” Proper: “prime the drywall with Seal Grip primer/sealer”

* As a possessive Improper: “Infinium’s durability” Proper: “the durability of Infinium coating”


* As descriptive of anything other than the trademarked product or service itself Improper: “Premier performance” Proper: “the performance of Premier paint”

Rule 5. Avoid using variations of trademarks. For example, if the trademark is Pitt-Tech, do not use alterations like PittTech, Pitt/Tech, Pitttech, or PItt-Tek. Renewal of registrations requires proof of continued use, and if a variation has crept in, renewal might be denied.


Sub-Brands (Products) ListThe following is a listing of the PPG Paints products (sub-brands) and their correct usages with trademark symbols (® and ™). These trademarks are applicable for U.S. usages only. For additional questions about brands and sub-brands and their trademarks not addressed by this document, please contact the PPG Paints brand manager.

• Acri-Fil™

• Acry-Kote • Aqua-Gleem™

• Aquapon® WB • Builder’s Spec® Pro • Everwear®

• EZ-Kote • Impression • Infinium®

• Imperial • Premier • Mildew Check®

• Mopako • Multi-Pro™

• Perma-Crete®

• Pitt-Glaze®

• Pitt-Tech®

• ProVantage®

• Pure Performance®

• Seal Grip®

• Speedcraft®

• Speedhide®

• Speedline Lacquer • Speedpro®

• Speed Finish Plus™ • Sterling • Top Gun®

• Total-Pro™

• Wall Supreme™

• ZoneLine™

• ZoneMark™


Brand MessagingThe following are acceptable and approved messaging elements, themes and personality traits of the PPG brand as used in the Architectural Coatings business. These elements are intended to be used in conjunction with the logos and other graphic standards to produce cohesive brand materials that are consistent in message and design. Please approve any additional messaging copy or themes you wish to use with the PPG brand manager.

ThemesThese “themes” can be used as a headline, subhead or within body copy in PPG brand materials or advertising. Themes indicated with an asterisk (*) indicate availability for use as a “tagline,” if appropriate.

• InfiniteSolutions*• ChallengeUs• ThePowerofPPG

Brand PersonalityThe PPG brand is defined by the following personality traits. These traits should be implicit in the design and copy of all PPG brand materials. In some instances, these words would be suitable for use in crafting body copy for collateral materials for the brand.

• Experienced• Smart• Technology/R&D Focused• Contemporary • Vibrant (Voice of Color)• Friendly• Powerful

Brand Messaging – Mission StatementThe purpose and personality of the PPG brand can be defined as the statement listed below. These key messages can be used together as a whole or adapted to be included in part within key brand communication pieces.

At PPG, we stand behind our products and we stand behind our customers. When a customer selects PPG, they can be sure that they will get the right solution to any painting problem.

We are proud to be one of the world’s leading coatings and specialty products and services companies. Every customer who paints with a PPG product takes advantage of our global coatings expertise, research and development and industry knowledge.

We are PPG.



Business Cards and StationeryBusiness Card StyleThe following is the approved layout for PPG Architectural Coatings business cards. This style is available for those managers who work in either the General Office (G.O.) Headquarters in Pittsburgh, PA or in the Louisville, KY office. All templates are on file and available via normal business card ordering process at Mercury Printing.

G.O. / Louisville Management

Letterhead and Stationery All other stationery items in the business suite, with the exception of business cards, will be branded as PPG Architectural Coatings and will be available through normal ordering procedures.

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PPG Architectural Coatings - Brand Standards Manual

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