Brand Guidelines

Plus Identity Guidelines For:

Navistar Electronics
Navistar Financial
Navistar Parts

Version 1.0
August 2007
2007 Navistar International Corporation

Introduction

Dear Friends,
Navistar is pleased to introduce its 2007 Brand Guidelines. On the
following pages you will be introduced our new logo and all of its variations.
The logo is the single most powerful and prevalent symbol of Navistars
corporate identity. And its new design is a graphic representation of the
exciting and forward-looking activity underway across our divisions.
Additionally, this document aims to ensure that every piece of communication
bearing the Navistar name shares a look, a feel and a voice that reflect
the core values of the organizationthe values that form the basis of our
corporate identity.
Who is Navistar?
We are a family of global brandsvehicle brands, engine brands and service
brands. Each unique. Each distinct. Each a separate entity whose identity
will not change. But through Navistar, we are joined together 16,000 strong.
Different by trade, but focused on one goal. Unified by one common belief
Powering Ingenuity.
This style guide speaks to the heart of how we present ourselves to our
constituents, customers and partners. As we continue to foster new ideas
and innovations, it is important that they be communicated in a way that
strengthens our brand identity. So that as we move forward, we underscore
our unity of purpose through the cohesion of our presentation.

Al Saltiel
Vice President, Marketing

Navistar Brand Strategy

Navistar Brand

Brand Strategy
Navistar follows a house-of-brands business model. This means that the
strength of the company itself is derived and energized by the individual
brands within its house.
Navistars Brand Essence is Forward Motion. All our efforts focus
upon Moving Business and People Forward.
Navistars Positioning is Powering Ingenuity. All brands within our
house contribute to this idea. Whether it is International, who sets their sites
on Challenging Convention in order to keep their customers Miles Ahead;
or whether it is MaxxForce, whose focus on Constant Power results in
powertrains that are always performing.
We at Navistar live by a simple vision:
For those who dare to dream, Navistar powers the innovations that
keep the world in motion.

Who Are We
The same force that envisioned Americas first industrial machines keeps
the world in motion. Through worldwide resources, innovative alliances, and
visionary commitment to new ideas, Navistar advances your world every day.
Channeling resources and passion through its family of transportation
brands, Navistar people envision boldly designed vehicles, powerful new
engines, sophisticated electrical and diagnostic system, and state-of-theart support services.
As a guiding force behind purposeful innovation, Navistar is the company
that constantly defines how to move forward.

Navistar Communications Guidelines

Powering Ingenuity
Communications Overview
Voice
Messaging
Marketing Applications
Audiences
Trust Mark

Navistar Communications Guidelines

Powering Ingenuity
There are two places in life. Where you stand. And the possibilities down
the road.And for over 150 years, the world has moved between those two
pointspowered by Navistar. A global transportation company committed
to helping people pursue a better tomorrow. Paving the way from idea to
innovation. Charting a course from conception to achievement. Always
moving the world forward.
For those who dare to dream, and pursue the next destination, one company
has the power to move them there. And beyond. NavistarPowering Ingenuity.
Communications Overview
Our communications platform is focused on dimensionalizing how Navistar
is Powering Ingenuity. As someone who will help develop this message, you
need to first understand some of the meaning behind this statement.

Powering: Navistar is the catalyst behind our family of vehicle,

engine and service brands. Navistar utilizes those vast resources to
constantly dream up ways to move our customers, businessesand the
world as a wholeforward. To accomplish this we are always looking to
the future, driving innovation, pursuing new solutions. All driven by the
energy and determination of the 16,000 men and women of Navistar.

Ingenuity: To get ahead in business, you need an unyielding curiosity

about the possibilities down the road. Combined with the expertise
to pursue a path to get you there. And a restless spirit that never lets
you settle or slow down. This is Navistar. We boldly dare to dream the
innovations that transport the world forward.

Powering Ingenuity is at the core of everything we do at Navistar. So we

need to make sure that all communications convey that message. From
our identity to our attitude, and from internal presentations to Wall Street
announcements. Every component of the communications framework is
designed to position Navistar as powering the ingenuity that powers our
customers businesses.

Navistar Communications Guidelines

Voice
As a company that powers ingenuity, Navistar speaks with the selfassured confidence of someone who bravely challenges what is, to achieve
things that never have been. Our voice is never arrogant, or boastful. It is
approachable and unassumingafter all, weve been experiencing this level
of success for 150 years. We really dont really feel like we need to impress
anyone. Well let our products do the talking.
Messaging
Navistar is consistently amazing our customers with our innovation and
exciting the world with the possibilities yet to come. Therefore, our message
must always be forward looking and convey the energy and excitement we
feel for our products and our customers.
Marketing Applications
Navistar Communications, and how they are delivered can never be
expected, nor me-too. Whether its internal communication, Wall Street
announcements, or even PR, they must convey the energy and ingenuity that
our products and services proclaim.
Audiences
As with most corporate communications, our voice and message must be
tailored to a wide range of audiencesfrom employee/internal presentations
to investor/Wall Street communications to broad consumer applications. Yet
while an internal message may be more emotional or pride evoking, or a Wall
Street announcement reaffirm our innovation leadership, all communication
must consistently convey how Navistar powers ingenuity.
Trust Mark
The Navistar Trust Mark was created to instantly convey the wide breath of
products and services that collectively form and contribute to Navistar. Where
ever feasible, this Trust Mark should be used to reinforce the Navistar brand
and this message.

Navistar Graphic Assets

Logo
Fonts
Color
The Circle R
Navistar Arrow
Navistar Motion Bar
Navistar Endorsement
Editorial Guidelines

Navistar Master Logo

There are three versions of the Navistar Master Logo. A color version, a black version, and
a white version. The color version is available in spot (Pantone) color and in 4-color process
color. The white version shown here is displayed in a black box for practical reasons. The
black box is not part of the logo.

The Pantone version of the logo is built

with Pantone 7463. In process color, the
blue is built with 100% cyan, 43%
magenta, 0% yellow and 65% black.

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Logos with Tag Line

The tag line Powering Ingenuity is frequently used with the Master Navistar Logo.
Logo files with the tag line are available in the five standard color versions displayed below.
Do not attempt to attach the tag line to one of the service brand logos. Do not attempt to
typeset the tag line. Do not alter the size of the tag line relative to the logo.
The service brands may use the Master Navistar Logo with the tag line in secondary
applications once the service brand logo has been established. For example, the service
brand logo appears on the front of the business card, and the Master Navistar Logo with
the tag line appears on the back of the card.

The Pantone version of the logo is built

with Pantone 7463 and 60% black. In
process color, the blue is built with
100% cyan, 43% magenta, 0% yellow,
and 65% black.
The black and gray version of the logo is
built with 100% black and 60% black.
The white and gray version of the logo is
built with white and 40% black.

The tag line should never be altered. Do not

modify the size of the tag line relative to the
size of the logo.

The tag line should never be altered. Do not

modify the color of the tag line.

The tag line should never be attached

to a Service Brand Logo.

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Supporting Fonts

The finished art files for all logos are built with custom, non-editable fonts. Do not try to
try to type set or recreate a logo.
The supporting font family for the Navistar logos is Berthold Akzidenz Grotesk. The
letterhead, envelopes, and business cards use three of the weights Regular, Medium,
and Bold. The family includes all the fonts displayed on this page plus condensed and
extended versions of these weights.

Berhold Akzidenz Grotesk Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~

Berhold Akzidenz Grotesk Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~

Berhold Akzidenz Grotesk Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~

Berhold Akzidenz Grotesk Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~

Berhold Akzidenz Grotesk Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~

Berhold Akzidenz Grotesk Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~

Berhold Akzidenz Grotesk Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789 !@#$%^&*()_+~
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Colors

The Navistar logos and their supporting graphic elements use a very limited palette
of colors. Do not change logo colors. When designing a project, carefully consider the
introduction of other colors. Do not use other blues or grays that might cause a visual
conflict with these brand colors.

Pantone Blue 7463

100% C 43% M 0% Y 65% K
R 27 G57 B90
#1b395a

Pantone Metallic Silver 877

40% Black
R 166 G168 B170
#a6a8aa

60% Black
R 128 G129 B131
#808183

40% Black
R 166 G168 B170
#a6a8aa

100% Black
R 0 G0 B0
#000000

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The Circle R

All Master Navistar Logo files and Service Brand Logo files include a . The must be
properly sized for each application relative to the size of the logo. On a business card, the
must be large relative to the logo because the logo is small. On a banner or sign, the
should be much smaller in relative size, because the logo is much larger. Below are some
sample sizes with appropriate sizes.
In addition to reducing the size of the as the logo gets larger, the must be moved
closer to the R in Navistar.

Logo width 1.125"

width .05"

Logo width 2.25"

.0725"

Logo width 3.25"

.075"

Logo width 5.5"

.11"

Logo width 25"

.27"

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The Navistar Arrow

The Navistar Arrow is a graphic device that was inspired by the logo. It is available as a
vector art file, so it is easily scaleable. Do not attempt to recreate the arrow. It may be used
in a variety of colors depending on the application. Typically the left edge of the arrow bleeds
off the left side of the page.
The arrow may be used on materials designed for Navistar or for any of the three
service brands.

The red area in this illustration

demonstrates the origin of the arrow.
This illustration is for demonstration
purposes only. The arrow is never used
on top of the logo.

The arrow, when used as a stand-alone

graphic device, is a slightly modified version
of the arrow found in the logo. Unlike the
arrow of the logo, the graphic device has a
straight top edge. The bottom edge is built
with an angle of -0.864

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The Motion Bar

The motion bar is designed to work as a supporting graphic element. It is used on everything
from business cards and letterhead to advertising and collateral. It is a custom element that
must be built each time it is needed. There are no fixed proportions for the bar, but it must
look like a horizontal band and not become a rectangular or square box.
Typically, it bleeds off the left edge of the page, but stops short of the right edge.
See details on the construction of the motion bar below.

The blue line in this illustration is not part of

the motion bar but it is used to demonstrate
what the actual width of the artwork might
be relative to the page width.

When using any of the three most

common design software programs
(Adobe Illustrator, Adobe InDesign and
Adobe Photoshop), the construction of a
gradient bar is similar. The illustration to the
right shows the exact settings.

Gradient
Type:

Linear

Location: 42.04 % Angle: 0

Reverse

Pantone 877 Silver

or 40% Black

White

Although there are no fixed proportions

for the bar, it must always look like a
horizontal band and never become a
rectangular or square box.

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The Navistar
Endorsement

The logos of all the companies in the Navistar family of brands are typically accompanied by
a corporate endorsement line A Navistar Company. There are two acceptable treatments
for this line. A simple version where the A Navistar Company graphic appears below the
brand logo, and a version where the A Navistar Company graphic appears in the motion
bar below the logo (see the following page).

This Navistar endorsement graphic

appears as either black or white. No color
treatments are acceptable. For practical
purposes, the white version appears here
in a black box. The black box is not part of
the graphic. This white version can be used
to reverse out of any dark color or dark
area of a photo. There are files available
for both versions.

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The Navistar
Endorsement

The logos of all the companies in the Navistar family of brands are typically accompanied by
a corporate endorsement line A Navistar Company. There are two acceptable treatments
for this line. A simple version where the A Navistar Company graphic appears below the
brand logo (see the previous page), and a version where the A Navistar Company graphic
appears in the motion bar below the logo (this page).

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Editorial Guidelines

It is important that the company names are used consistently and accurately in the text of
a letter, a brochure, or an ad. The corporation and service brand names should never be
shortened or abbreviated.

Correct

Incorrect Name or Style

Navistar

Navistar Company

Navistar Corp.

Navistar Corporation

Nav-International

NaviStar

NAVISTAR

Navistar

Navistar International Corporation

Navistar International

Navistar Parts

NavistarParts

Navistar Parts

Navistar Parts Corporation

Navistar Parts A Navistar Company

Navistar Parts and Navistar Electronics

Navistar Parts/Electronics

Navistar Electronics

NavistarElectronics

Navistar Electronics

Navistar Electronics Corporation

Navistar Electronics A Navistar Company

Navistar Financial

NavistarFinancial

Navistar Financial

Navistar Financial Corporation

Navistar Financial A Navistar Company

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Logo Guidelines For:

Navistar Electronics
Navistar Financial
Navistar Parts

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Service Brand Logos

There are five versions of each of the Navistar Service Brand logos. A color version, a black
and gray version, an all-black version, a white and gray version and an all-white version.
The color version is available in spot (Pantone) color and in 4-color process color. The white
versions shown here are displayed in a black box for demonstration purposes. The black box
is not part of the logo.
Because all of these logos are built with simple shapes, any can be used for embroidery.

The Pantone version of the logo is built

with Pantone 7463 and 60% black. In
process color, the blue is built with
100% cyan, 43% magenta, 0% yellow,
and 65% black.
The black and gray version of the logo is
built with 100% black and 60% black.
The white and gray version of the logo is
built with white and 40% black.

The Pantone version of the logo is built

with Pantone 7463 and 60% black. In
process color, the blue is built with
100% cyan, 43% magenta, 0% yellow,
and 65% black.
The black and gray version of the logo is
built with 100% black and 60% black.
The white and gray version of the logo is
built with white and 40% black.

The Pantone version of the logo is built

with Pantone 7463 and 60% black. In
process color, the blue is built with
100% cyan, 43% magenta, 0% yellow,
and 65% black.
The black and gray version of the logo is
built with 100% black and 60% black.
The white and gray version of the logo is
built with white and 40% black.

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Your Responsibility

As Building a powerful brand is not just about using a new logo, or tagline. It
is about consistently delivering on our brand promise at each and every point
of internal and external contact.
Building and communicating our brand in a consistent manner and keeping
our new marketing platform intact is the responsibility of every employee.
Only through the consistent application of the brand guidelines in this manual
can we achieve the desired results and benefit from this program.
By consistently utilizing these standards, each one of us can ensure that
every piece of Navistar communications reflects a common voice and shared
commitment to powering ingenuity. By harnessing the collective power
of one unified message, and conveying it at every point of contact, we will
strengthen the value of the Navistar brand and compel the marketplace to
view Navistar as powering ingenuity all across the globe.
These Brand Guidelines are meant to be as prescriptive as possible;
however new applications will appear from time to time. If you have a
different application, please contact Chris Howard at Chris.Howard@
Nav-International.com. And thank you for doing your part to build our
powerful brand.

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