INTERNATIONAL TRUCK Brand Guidelines PDF

P R / N D G U l D E L l N E S
2 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE

BRAND GUIDELINES
Introduction
Brand Strategy and Architecture

Graphic Assets
4Color Palette
4Typography
4International Logo Standards
4International Logo Options
4Unapproved Logo Usage
Editorial and Legal
4International Brand
4Use of and
4International Products / Services
4Closing / Disclaimers
T/PLE OF CONTENTS
3 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE lNTRODUCTlON
As we move into 2011, our global opportunities are growing by the day despite new industry and competitive pressures. In order to
meet the changing needs of our customers, we continue to rene the International
truck brand.
In fact, to better support our new positioning for International, our marketing team has updated the brand guidelines. Youll notice
were taking a slightly different approach than we have in the past. Rest assured, its one that will help us rally around the people most
important to our business success: our customers.
By internalizing our new positioning and upholding our brand guidelines, we can more effectively present our brand to our clients,
customers and partners in North America and beyond.
These guidelines may just look like a set of style rules that ensure consistent brand and value-building communications. But ultimately,
theyll help us realize our commitment to optimizing our customers businesses. By strengthening this brand promise, well continue to
expand the International brand experience across the globe.
4 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE PR/ND /RCHlTECTURE
INTRODUCTION
COMPANY
BRANDS
The International
truck brand is part of a family of vehicle brands, engine brands and service brands, all under the Navistar
umbrella. Each brand shares

certain traits with Navistar, while delivering its own, distinct brand promise.
BRAND STRATEGY
BRAND PROMISE
At International, we believe in constantly challenging the status quo. And constantly improving our trucks and services. Why?
Because we know that you always are looking to make your business better and you count on us to provide you with new ways to do that.
BRAND ESSENCE
BRAND TONALITIES
BRAND SUPERIORITIES
STRATEGIC PILLARS
ALWAYS
BELIEVING
THERE IS
A BETTER WAY
CHALLENGING CONVENTION
ON BEHALF OF OUR CUSTOMERS
CONFIDENT
EXPERIENCE AND INGENUITY
ASPIRATIONAL
UNRIVALED PRODUCTS:
INTEGRATED TRUCKS AND ENGINES
INDELIBLE RELATIONSHIPS:
BEST-IN-CLASS AFTER SALES SUPPORT
PURPOSEFUL INNOVATION:
ADVANCED TECHNOLOGIES
9 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE PR/ND /RCHlTECTURE
INTERNATIONAL BRAND HIERARCHY
BRAND
PRODUCTS
The International
brand is supported by a number of specic product brands, as shown below. Other product and service brands, including MaxxForce
diesel
engines and OnCommand service solutions, are included in the portfolio of products and services promoted and sold through the International dealer network.
However, it is important to remember that to customers, the International brand is the face of our company, and it should always be promoted as such.
Company Brand: International
Ingredient brand: MaxxForce
Service brand: OnCommand

Product brands: ProStar
+, TranStar
, LoneStar
, WorkStar
, PayStar
, DuraStar
, TerraStar
MaxxForce
engines are the proprietary engine in most International
branded trucks in North America. To designate that the sole engine choice is MaxxForce,
each truck badge will be endorsed by a logo to reinforce the ingredient MaxxForce brand. =<D2?21 /F

=<D2?21 /F

=<D2?21 /F

=<D2?21 /F

=<D2?21 /F

=<D2?21 /F

C VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE
GR/PHl C /SSETS
VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE COLOR P/LETTE
All Type Fonts that
appear on plane/light
backgrounds:
100%
PMS Warm Gray 8C
C:16 M:23 Y:23 K:44
R: 138 G:129 B:120
Areas of collateral or
signage not covered with
photography are to be
covered with:
5%
PMS Warm Gray 8C
C:2 M:3 Y:4 K:5
Retail and global use
of Orange should be
approved by your
corporate marketing
representative.

PMS 1655 (NEW)
C:0 M:82 Y:100 K:0
R: 223 G:83 B:18
To align with the new Brand Campaign, described
in subsequent pages, there is less emphasis on the
use of orange within communications.
We understand that in some retail and global market
applications, orange still has strong equity, so new
standards are in development to help guide those
decisions.
GOTH/M POOK
abcoghi|klmnoprstuvwxyz
/PCDEFGHlJKLMNOPORSTUVVXYZ
GOTH/M POOK
Helvetica Neue (TT) Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue (TT) Bold
Webdings (#4 Key)
4 4 4 4
Arial Regular
ABCDEFGHIJ KLMNOPQRSTUVWXYZ
Th graphic ONE ont
Gotham Book
See page 35 for leading, drop shadow and opacity.
Headline copy font
Body copy font
Bold subheads in brochures font
Bullet points font
Power Point/Word Documents
Web newsletters
TYPOGR/PHY
PRIMARY FONT FAMILY
The following new font styles should be
used immediately in all communications.
Please note: Knockout is longer an approved
International font.
Fonts can be purchased at
www.typography.com
Knockout is no longer the approved type font
for International brand communications.
RELATIVE MAX
CAP HEIGHT
A NAVISTAR COMPANY ENDORSEMENT

FOR USE ON ADVERTI SI NG, MARKETI NG MATERI ALS AND PRI NTED STATI ONERY
Do not attempt to typeset A Navistar Company yourself. Use the logo available on
mrc.internationaldelivers.com.
Follow white space/proximity guidelines for proper spacing around the logo mark.

OVERSIZED LOGO WITH ENDORSEMENT
FOR USE ON TRADE SHOW BANNERS AND OTHER ENLARGED APPLI CATI ONS.
When the size of the logo is larger than 4, A NAVISTAR COMPANY should remain in proportion
to the logo. Again, the logo mark and endorsement is custom artwork. Do not attempt to typeset
it on your own. Follow Logo White Space / Proximity Rules guidelines for proper spacing
requirements below mark.
LOGO WHITE SPACE / PROXIMITY RULES

The International logo should never be placed directly next to another graphic or logo, which will alter its
appearance. A negative (white/empty) space equal to the center bars highest height should be visible around
the perimeter. This is illustrated as X the diagram to the left. Complete logo should be at least 7/8 (as shown).
GR/PHlC /SSETS
INTERNATIONAL
LOGO STANDARDS
X
X
X
X
X
7/8"
4-COLOR 3 D LOGO WITH DROP SHADOW

This is our primary logo and should be used whenever possible. If material requirements
restrict the use of 4-color, see additional logo guidelines below.
Follow white space/proximity guidelines for proper spacing around the logo mark.
4-COLOR 3 D LOGO WITHOUT DROP SHADOW

Follow all guidelines as outlined above.
The 3 D logo without a drop shadow should only be used in situations where a drop shadow
is not appropriate or will not appear, such as a dark or black background, as may be the case
in merchandising, signage, or other graphic applications.
GR/PHlC /SSETS
INTERNATIONAL
LOGO OPTIONS
2-COLOR LOGO

The 2-color logo is useful for applications that need the flat or line-art version
of the logo. Uses include silk-screening, rubber plate printing, etc.
NOTE: The white areas within the logo must always remain white.

1-COLOR LOGO

The 1-color logo is used for applications limited to one color: fax forms, memos, etc.
This version is best used for black and white laser printers when not using color stationery.
NOTE: The white areas within the logo must always remain white.
REVERSE VERSION

The reverse version was created for applications where the logo needs to be white
or lighter than the background. Primary use would be on a black or dark background,
such as silver or grey where there will not be not enough contrast with the grey,
outer portion of the logo mark.
GR/PHlC /SSETS
INTERNATIONAL
LOGO OPTIONS
EMBROIDERED VERSION

The embroidered version of the logo should be used for merchandise applications such
as clothing, jackets, patches, hats, etc. If the logo is unable to be sized at a clearly visible
dimension (at least 7/8 for embroidery), the International wordmark may be used instead
(see below). Embroidered International logos should appear in orange and black.

EMBOSSED VERSION

The embossed version was created for metal, rubber, leather and fabric applications, among others.
This would also be the preferred logo for etching onto glass. When the logo is embossed, portions
shown in white should be raised off the surface material. When the logo is debossed, anything
shown in white should be lower than the surface material. The should be adjusted in size and
color accordingly, to be embossed off the surface or debossed into the surface. Artwork is available
in two size formats; a small version has been scaled and prepared to ensure clarity.
WORDMARK

ALWAYS ATTEMPT TO USE THE DI AMOND LOGO FI RST.
The wordmark should only be used in place of the Diamond logo when the Diamond logo
will not fit the space at 7/8. In a horizontal layout like banners, it may be appropriate to
use both the Diamond Logo and the wordmark next to it, but proximity rules must also be
followed (see page 29). If the logo must be supplemented by the wordmark to increase
visibility/scale of the brand, that is acceptable, but should be approved by the brand
steering committee.
GR/PHlC /SSETS
INTERNATIONAL
LOGO OPTIONS
G
R
A
P
H
I
C
S
DO NOT distort, stretch
or manipulate logo mark.
DO NOT alter ANY
color on logo mark.
DO NOT rotate
logo mark.
DO NOT place the
word international
in a design element or
shape other than the
official logo mark.
DO NOT place logo mark
on a visually competitive
background.
DO NOT add words or
graphics to the existing
logo mark.
DO NOT crop logo.
DO NOT use low
resolution logos,
artwork or files with
jagged edges.
USE OF LOGO / WHAT NOT TO DO
GR/PHlC /SSETS
EDl TORl /L /ND LEG/L
9 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE EDlTORl/L /ND LEG/L
USE OF INTERNATIONAL (THE BRAND)

Always use International Truck at first mention. For every subsequent use in the same document,
use International to reference the company name.
Example:

International Truck is a great brand.

Avoid using the generic term international when not using it as a company reference.
Instead use global or worldwide.
OK: We have a number of dealerships worldwide.
Not OK: We have a number of international dealerships.
Do not abbreviate the word International. Neither IT (for International Truck)
nor Intl are acceptable.
Not OK: IT is a great company.
Not OK: Intl is a great company.
Not OK: Using International Truck and Engine Corporation.
International Truck is no longer referred to as this, since it is no longer a corporation but rather a
brand within Navistar.

USE OF INTERNATIONAL
IN COPY
Use when International is used as an adjective to describe a branded product. Do not make this
registered trademark possessive.
OK: I drive an International
ProStar
.
Not OK: I drive Internationals ProStar
INTERNATIONAL BRAND
2C VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE EDlTORl/L /ND LEG/L
INTERNATIONAL AND THE USE OF
Use the first time it is necessary on each page. If it is used in the headline, then repeat the first
time it appears in copy. A spread with the same content that spans both pages is considered the
same page, and only requires one use of .
Examples:
Headline: International
ProStar
gains market share.

Body Copy: Despite competitive pressures, the International
ProStar
is gaining market share.

In fact, the International ProStar has gained nearly 12% share in the past year.

INTERNATIONAL PRODUCTS AND THE USE OF

When referring to a product from International that carries or , always use International
before
the name on first mention on each page. This includes all trademarked or registered names we
possess. Subsequent references to the same product or service on the same page do not require
the International or a or .
Example:
The International
TerraStar is a new product launched in 2010. The TerraStar has

best-in-class visibility.
USE OF AND TM
LIST OF AND
Products / Services with
International
ProStar+

International
TranStar

International
LoneStar

International
PayStar

International
WorkStar

International
DuraStar

International
CityStar

International
Diamond Logic

MaxxForce
engines
As of September 2010
Products / Services with
International
TerraStar

OnCommand
CLAIMS / DISCLAIMERS IN ADVERTISING OR LITERATURE

For any claims made in advertising or literature, you must properly disclaim the information in type
no smaller than 6pt type.
Example:
International
ProStar
is best-in-class*.
*Based on R.L. Polk & Co. U.S. & Canada registration data, International
ProStar
is the #1 selling class 8 for the 12 month period.

INTERNATIONAL PRODUCTS / SERVICES
CLOSING / DISCLAIMERS IN LITERATURE
It is necessary to include the following registered trademark in collateral, such as pamphlets or
brochures. If MaxxForce is mentioned in the copy, it must be included in the disclaimer.
In advertisements, where the A Navistar Company logo is used, there is no need to use the registered
trademark in the closing disclaimer.
Examples:
International
, MaxxForce
and the International Diamond are registered trademarks of Navistar, Inc.

2010 Navistar, Inc., Warrenville, IL 60555.
You must include a Note: along with the date of publication when specs and descriptions are included.
Note: Specications and descriptions in this literature are as accurate as known at time of publication, but are subject to change without
notice. 06/2010
You must include the proper 5-digit TAD number TAD##### as assigned by Innerworkings, as well as
publication date. Contact Innerworkings to get your TAD number through Lisa Meyer (lisa.meyer@navistar.com)
Example:
TAD10015 06/2010
For literature printed at Innerworkings, you must include the proper FSC wording, along with the certication
number of the printing as shown to the right.
Innerworkings will provide the certication number (SW-COC-#####)
Contact Innerworkings through Lisa Meyer (lisa.meyer@navistar.com)
Example:
Printed on FSC mixed sources paper, cert no. SW-COC-###### www.fsc.org
CLOSING / DISCLAIMERS
C / MP/ l G N G U l D E L l N E S
FOR NORT H /MERl C/
C / MP/ l G N G U l D E L l N E S
CAMPAIGN GUIDELINES
Introduction
Campaign Guidelines
4ONE Dened
4Photography
4Headlines
4Body Copy
4Color Palette
4Typography
4Bullet Point / Specs Format
Logos
4Logo Usage
4Badge Usage
Marketing Examples
4Print Ads
4Brochures
4Online
T/PLE OF CONTENTS
25 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE lNTRODUCTlON
International
trucks are built on leadership and

innovationnot innovation for innovations sake,
but innovation with a purpose. Its the kind of
constant improvement that comes from listening
to our customers, treating them as partners, and
continuously asking them, How can we help your
business run better?
In fact, if theres one thing weve learned during a
century of making trucks, its this: when we work
as ONE with our customers, leadership becomes
a team sport. And everybody wins. Thats the
essence of the new International marketing
campaign, The Power of ONE.
l NTRODUCl NG THE POVER OF To help you implement The Power of ONE
correctly, we have created a set of Campaign y,
s which dene our new look as well as our Guidelines
approach. They ensure that all marketing strategic a
m International are grounded in our three- efforts from
mmitment to helping businesses operate tiered com
est: at their be
4Provide unrivaled products today
4Provide unmatched after-sales support tomorrow
4Provide relentless innovation for the future
These guidelines speak to the heart of how we
present International to our constituents, our
customers, and our partners. But this message
has relevance beyond the style rules that ensure
consistent brand-building communications. It
provides the strategic approach which guides all
of our working efforts, strengthens brand value and
optimizes the International truck experience.
In other words, these guidelines put the power of
ONE in your hands.
DEF l NED DEF l NED
4 bout working together with our ONE is ab
to help our respective businesses customers t
full potential. In essence, ONE is reach their f
about teamwork. b t t
4By working together as ONE, leadership
becomes a team sport.
4ONE empowers us to provide unrivaled
products today, unmatched after-sale
service tomorrow, and relentless, purposeful
innovation for the future.
4ONE keeps our customers trucks on the road.
4ONE keeps their businesses moving forward.
4ONE meets, and anticipates, any needs they
may have along the way.
4In short, ONE keeps everyones business
operating at its best.
4ONE is not a logo.
4ONE does not mean International.
4The Power of ONE is not a tagline for
Internationalit is the theme line for the ONE
campaign.
VH/T ONE lS VH/T ONE lS NOT
ONE DEFlNED
27 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE PHOTOGR/PHY
4The style of the ONE campaign can be
summed up in two words: clean & simple.
4Compositionally, each shot should be
designed in camera, so that the area to the
left, to the right, or above the truck provides
plenty of space for headlines and copy. This
approach should be consistent whether the
image is to be used in advertising, collateral
or web.
4The focus should always be on the truck. And
the backgrounds should be fairly minimal.
4Whenever a truck is shown in front of
a structure, the architecture should be
contemporary. In general, architecture
should be set a good distance behind the
truck to allow for a large sky and generous
foreground space.
4 Large, wide-open skies are another
recurring element in this campaign. Dark
vignettes can be added to the sky to
accommodate reversed text.
4Trucks may be shown at rest or in motion.
However, they should always look like they
are coming or goingin other words, on the
road and in service.
4Perhaps most importantly, each truck
should feel as though it is ONE with its
environment. To help achieve this, the colors
are desaturated to give each scene a grittier,
more workmanlike atmosphere.
Do not use chrome
effect images from the old
reections campaign
No bolts over images
No image distortion
Avoid overly saturated images
Minimize clutter/buildings/trees in background
No overhead perspectives
3C VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE
General rules:
4 The word ONE is synonymous with all us of working
together
4 Every headline should begin with the word ONE
(Exception: Experience the power of ONE)
4 Headlines should be smart and thought-provoking
Headlines generally fall into three categories:
4 How working as ONE leads to business insights (ONE
knows that to change the game, you have to break the
rules)
4 How working as ONE sets us apart (ONE is about
setting standardsthen raising the bar)
4 How working as ONE addresses customer needs (ONE
insists on an engine that doesnt know when to quit)
Examples of good headlines:
ProStar+
ONE knows where drivers live,
and what they cant live without
TerraStar
ONE believes that commercial-duty is either in your blood,
or it isnt
DuraStar
ONE never settles for an engine thats only
good enough
WorkStar
ONE insists on an engine that doesnt know when to quit
LoneStar
ONE is about not doing what everybody else does
KNOVSVHEREDRlVERSLlVE, /ND
VH/T
THEY C/N'T LlVE VlTHOUT
lS ElTHER lN YOUR PLOOD
OR lT lSN'T
PELlEVES COMMERCl/L-DUTY
lS ElTHER lN YOUR PLOOD
ONLY GOOD ENOUGH
NEVERSETTLESFOR/NENGlNETH/T'S
ONLY GOOD ENOUGH
lNSlSTSON/NENGlNETH/TDOESN'T
KNOV VHEN TO OUlT
OF GETTlNG lN /ND OUT OF TlGHTT
SPOTS
RE/LlZES THE lMPORT/NCE
OF O GETTlNG lN /ND OUT OF TlGHT
VH/T EVERYPODY ELSE DOES
lS /POUT NOT DOlNG
VH/T EVERYPODY ELSE DOES
HE/DLlNES
WHAT TO AVOID
General rules:
4 The word ONE is not synonymous with International
4 Headlines should not be arrogant or boastful
4 Headlines should not end in periods
4 The word ONE should not be used as a number, or as
play on words
Examples of bad headlines:
ONE way or another, were going to help your business
ONE more reason to consider a ProStar
ONE innovation after another
ONE less thing to worry about
This truck is ONE in a million
Were number ONE
HE/DLlNES
VE'REG USlNESS
MORE lDER
lNNOV THER
LESS TH OUT V/Y OR OR /NOTHER /NOT ,
GOlNGGTO TOHELP HELPYOUR YOU PU
// P PRO R ST/R T/R
E RE/SON /SON TO TO CCONS
// PPRO R ST/R T/R
V/TlON ON /FTER /FTER /NO
HlNG TO TO VORRY VORRY /PO
TTHlS HlS TRU T CK lSS THlS HlS TRU T CK lSS
lNNN /// MlLL MlLLlON MlLLlON
VE VE''RE RE NUMPER MPER VEE RE RE NUMPER MPER
General rules:
4 The body copy tone is condent, straightforward and
conversational
4 The body copy voice is generally written in rst person
plural (as in we do this), or in third person (as in
International does that)
4 The body copy text clearly articulates features and
benets
4 When the word one appears in body copy, and it refers
to the campaign idea, it should be set in all caps: ONE
Example of good body copy:
The International
ProStar
is the best-selling class 8 truck

in North America. Now were launching ProStar
+, the most
driver-friendly class 8 in the industry.
ProStar+ provides over 50% more storage space than
ProStar, signicantly better clutch feelthe list goes on.
But what youll really love about the new ProStar+ is the
MaxxForce
13 engine with Advanced EGR, the industrys

only no-hassle solution for 2010 emissions standards. Thats
no-hassle, as in no added after-treatment, no added driver
training and no added stops for liquid urea.
ONE doesnt allow us to quit while were ahead. And that
keeps your business running at its best.
PODY COPY
International
introduces ProStar
+. We took the
ProStar,
our best-in-class long haul truck, and

made it more productive than ever.
Thanks to lighter components and no added
after-treatment equipment, ProStar+ weighs up
to 700 lbs. less than ProStar. Add a MaxxForce
Big Bore engine, and you can save up to 600 lbs.

more vs. competitive 15-liter engines. That means
up to 1,300 lbs. more payload.
ProStar+ also comes with a standard bumper seal,
optional full-length chassis skirts on sleeper cabs
and a new roof fairing on day cabs. Because less
wind resistance means increased fuel economy.
Then theres MaxxForce Advanced EGR, the only
no-hassle solution for 2010 emissions, which lets
you focus on getting there and back.
A more productive truck helps keep your business
operating at its best. Thats what results when all
of useet managers, owner/operators, drivers
work together as ONE.
FI NDS A WAY AY TO TO
SQUEEZE MOREE PPR PRRODU ODUCCTII VVI T VI TY
OUTT OF OF OF EV EVERY ERY TRUUCK CK
33 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE COLOR P/LETTE
All Type Fonts that
appear on plane/light
backgrounds:
100%
PMS Warm Gray 8C
C:16 M:23 Y:23 K:44
R: 138 G:129 B:120
Areas of collateral or
signage not covered with
photography are to be
covered with:
5%
PMS Warm Gray 8C
C:2 M:3 Y:4 K:5
Retail and global use
of Orange should be
approved by your
corporate marketing
representative.

PMS 1655 (NEW)
C:0 M:82 Y:100 K:0
R: 223 G:83 B:18
To align with the new Brand Campaign, described
in subsequent pages, there is less emphasis on the
use of orange within communications.
We understand that in some retail and global market
applications, orange still has strong equity, so new
standards are in development to help guide those
decisions.
In the meantime, contact your Regional Marketing
Manager or Corporate Representative for guidance.
34 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE TYPOGR/PHY
GOTH/M POOK
GOTH/M POOK
Webdings (#4 Key)
4 4 4 4
Arial Regular
ABCDEFGHIJ KLMNOPQRSTUVWXYZ
Th graphic ONE ont
Gotham Book
See page 35 for leading, drop shadow and opacity.
Headline copy font
Body copy font
Bold subheads in brochures font
Bullet points font
Power Point/Word Documents
Web newsletters
PRIMARY FONT FAMILY
The following new font styles should be
used immediately in all communications.
Please note: Knockout is longer an approved
International font.
Fonts can be purchased at
www.typography.com
Knockout is no longer the approved type font
for International brand communications.
ONE type font:
The word ONE is always set in Gotham Book.
ONE drop shadow
Drop shadow effect is noted below for when ONE
is on a white background and created in InDesign.
ONE Letter spacing
Letterspacing is determined by the width of
lower-case s tting between the N and E.
The space between the O and N is then
determined to visually match.
Introducing the International
DuraStar
, powered
by the all-new MaxxForce
7. Because you need

a truck you dont have to worry about. One that
gets the job done and is always ready for the next
one.
Now with up 300 hp, the new MaxxForce 7 gives
you all the capability you need in a V8. Not to
mention up to 3% better fuel economy.
No need to bother about 2010 emissions either.
DuraStar comes with MaxxForce Advanced EGR,
the only no-hassle solution available. That means
no added equipment, training or maintenance
and no liquid urea.
Harder working trucks and engines help keep your
business operating at its best. Thats what results
when all of useet managers, drivers, engineers
NEVER SETTLES FOR /N ENGlNE
TH/T'S ONLY GOOD ENOUGH
The headline always begins with ONE and is
followed by the remaining portion of the head
line in a smaller font size situated between two
thin rules.
Body Copy is always justied (unless its being
set in PowerPoint or any other program that
cannot justify text) and sentences are to be
tracked or words added/subtracted to
eliminate gaps.
For print advertising headlines, the International
logo is always positioned directly below the
headline and body copy.
In other instances, the International logo does
not need to be grouped with the text.
Introducing the International
DuraStar
, powered
7. Because you need

a truck you dont have to worry about. One that
gets the job done and is always ready for the next
one.
and no liquid urea.
Harder working trucks and engines help keep your
business operating at its best. Thats what results
when all of useet managers, drivers, engineers
X height equals the height of text set
at 9 over 12 from the top of the upper
case top line to the top of lower case
characters on the 3rd line
Body copy is to always be set with 9 pt.
type over 12 pt. leading
(shown smaller here to accommodate
page)
No text or rules are to extend beyond the width
of the word ONE.
TYPOGR/PHY
HEADLINE/ BODY COPY LOCK-UP SPACING
X
X
X
X height equals
distance from bottom
of large X to bottom
of the top v section
of the large X
XX
NEVER NEVER SS
NEVER SETTLES FOR /N EN NG
NEVER SETTLES FOR /N EN NG
NEVER SETTLES FOR /N EN NGG
NEVER SETTLES FOR /N EN NGlNEEE N
The size ratio of the word ONE to the
remaining headline is generally a 4 to
1 ratio
Introdduci ucing n the e Interrnat nation o al
DuraStar
, powered
by the alll-n l-new Max MaxxForce ce
7. Because you need a

truck you dont nt haave to to worry y about. One that gets
the job ddone o an and i d i d s a s always rea re dy for the next
one.
Now with up 300 00 hp h , the he new ew MMaxxFForc o e 7 gives
you all the capabi bilit lity y y ou u nee ee n d i d in a n a VV8. Not to
men m tion up to 3% bett etter er fueel e l eco conommy.
No nee eed to bother about 201 20 0 emi mis missions eit either h .
DuraStar r comes with MaxxFor orce ce Adv Advanc anc anced EGR GR,,
the only no o-hassle solution availabl able. e. That mmmeans
no added equ quipm ip ent, training or main aintenanc nceee e
and no liquid urea ea.
Harder working trucks cks an and engines help keep
your business operating at at its its best. Thats what
results when all of useet et ma manag na ers, drivers,
engineerswork together as ONE E.
NEVER ER SETTLES FOR /N ENGlNE
TH/ T T'SS ONLY GOOD ENOUGH
HEADLINE/ BODY OPACITY SETTINGS
TYPOGR/PHY
White at 40% opacity
Warm Gray 8 at 80% opacity
Opacity settings for reverse text Opacity settings for positive text
Introducing the International Introducing the International
DuraStar DuraStar
, powered powered
7. Because you need a

truck you dont have to worry about. One that gets
the job done and is always ready for the next
one.
and no liquid urea.
Harder working trucks and engines help keep
your business operating at its best. Thats what
results when all of useet managers, drivers,
engineerswork together as ONE.
Rules that appear above and below the
headline are set at .8pt with a directional
feather on the right and left set at .5''
The rules end visually at the width of ONE.
TYPOGR/PHY
Screen shot of
InDesign directional
feather for rules
4C VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE TYPOGR/PHY
Incorrectly formated headlines
ONE
lNSlSTS ON /N ENGlNE TH/T DOESN'T
KNOV VHEN TO OUlT
lNNSlSTSO OESN'T
KN T
ON/N /NENGlNE ENGlNETH/T TH/ DO
NOV OV VHEN V TO TO OUlT OU
lNSlSTS OESN'T
KK TT
ON/NNENGlNE ENGlNETH/T TH DO
NOVV NOVV VHEN VVHEN V TO TO TO TO OUlT OOUlT O
lNSlSTTS OESN'T
K T
SON/NENGlNE ENGlNETH/TD
KNOVV VHEN VHEN TO TO OUl
lNS T lSTSONN/N /NENGlNE EN TH/T TH/TDOESN D 'T
KNOV NOV VHEN V TOO OUlT OUlT
lNSlSTSON TDOESN'T
KNO UlT
N/N NENGlNE ENG NETH/T TH
OVV VHEN V TO TO OU O
lNSlSTSO OESN'T
KN T
ON/N /NENGlNE ENGlNETH/T TH/ DO
NOV OV VHEN V TO TO OUlT OU
ONE
STSON/NENGlNE ENGlNETH/T TH DOESN
KNOV V VHEN VHEN TO TO OUlT O
ONE not properly
tracked out to
the full width of
column
ONE tracked out
too far beyond
column width
ONE tracked out
properly but too
small
Opacity settings not
set properly
Headline too small,
does not reach the
width of ONE
Headline too big,
goes beyond width
of ONE
Rules extend too far
beyond the width of
ONE
Improved driver satisfaction
4 New HVAC system improves in-cab
comfort and system reliability
4 Optional aluminum battery box for
weight and image-conscious customers
4 Wig wag headlights, NFPA-compliant
seats & buckles, factory-installed vehicle
data recorder for the re/emergency
market
Improved durability
4 New standard aluminum fuel tanks
improve corrosion resistance and
reduce weight
Powered by MaxxForce
4 New MaxxForce 7 engine, now with
up to 300 horsepower
4 MaxxForce Advanced EGR, the only
no-hassle solution for 2010 emissions
PULLET POlNT/SPECS FORM/T
Bullet point sections are set up similar to body
copy text except that bullet points do not have to
be justied text. Subheads are in bold, bullets are
set in regular.
The gray bar at the top is set to the same height as
DURA in the DuraStar logo.
Vertical rules are .8 pt and are set at 40% opacity.
The vertical rules act as containment for the bullet
text as well as a separator between multiple
columns of bullet points.
X equals X height of Dura
X
X
Improved driver satisfaction
4 New HVAC system improves in-cab
comfort and system reliability
4 Optional aluminum battery box for
weight and image-conscious customers
4 Wig wag headlights, NFPA-compliant
seats & buckles, factory-installed vehicle
data recorder for the re/emergency
market
Improved durability
4 New standard aluminum fuel tanks
improve corrosion resistance and
reduce weight
Powered by MaxxForce
4 New MaxxForce 7 engine, now with
up to 300 horsepower
4 MaxxForce Advanced EGR, the only
no-hassle solution for 2010 emissions
Webdings (#4 key)
=<D2?21 /F

=<D2?21 /F

42 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE LOGO US/GE
A NAVISTAR COMPANY ENDORSEMENT
FOR USE ON ADVERTI SI NG, MARKETI NG MATERI ALS
AND PRI NTED STATI ONERY.
The endorsement A NAVISTAR COMPANY below the logo mark will be used
on all corporate marketing communications. Do not attempt to typeset the
logo endorsement yourself. The logo endorsement is custom artwork and can
only be acquired by downloading from mrc.liveadmaker.com.
LARGEST:
.88'' height
SMALLEST:
Common print ad and brochure size
.64'' height
43 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE P/DGE US/GE

STAR NAME BADGES AND MAXXFORCE LOCKUP
Star name badges always appear in desaturated colors.
These badges can be found on www.mrc.liveadmaker.com
=<D2?21 /F

=<D2?21 /F

=<D2?21 /F

=<D2?21 /F

=<D2?21 /F

44 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE PRlNT /DS
MARKETING EXAMPLES
4Print Ads
45 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE PROCHURES
MARKETING EXAMPLES
4Collateral
MARKETING EXAMPLES
4Web
ONLlNE

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P R / N D G U l D E L l N E S

2 VERSlON [ SEPTEMPER 2CC [ 2CC N/VlST/R lNC [ P/GE

umbrella. Each brand shares

Ingredient brand: MaxxForce

Service brand: OnCommand

engines are the proprietary engine in most International

gains market share.

is gaining market share.

TerraStar is a new product launched in 2010. The TerraStar has

CLAIMS / DISCLAIMERS IN ADVERTISING OR LITERATURE

is the #1 selling class 8 for the 12 month period.

and the International Diamond are registered trademarks of Navistar, Inc.

trucks are built on leadership and

is the best-selling class 8 truck

13 engine with Advanced EGR, the industrys

our best-in-class long haul truck, and

Big Bore engine, and you can save up to 600 lbs.

7. Because you need

7. Because you need

7. Because you need a

7. Because you need a

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