Basic Designs: ©hitachi Construction Machinery Co., Ltd. 2009. All Rights Reserved

Contents
Introduction
Basic Designs
Basic Elements of the HCM Brand ……………………………………………… HCM.01.01
Application Table of Basic Elements …………………………………………… HCM.02.01
Hitachi Mark ……………………………………………………………………… HCM.03.01
Hitachi Mark Display Specifications / Isolation Area and Examples of Prohibited Use … HCM.03.02
Hitachi Logo ……………………………………………………………………… HCM.04.01
Hitachi Logo Isolation Area / Examples of Prohibited Use …………………… HCM.04.02
Examples of Prohibited Use of the Hitachi Logo ……………………………… HCM.04.05
Hitachi Logo Drawing Specification …………………………………………… HCM.04.06
Hitachi Logo Grid Scale and Stencil Specification …………………………… HCM.04.07
HCM Logo (Basic Design) ………………………………………………………… HCM.05.01
HCM Logo (Layout Regulations) ………………………………………………… HCM.05.02
HCM Logo (Color Regulations) …………………………………………………… HCM.05.03
HCM Logo (Hitachi Logo Background Transparency) ………………………… HCM.05.04
HCM Logo (Examples of Prohibited Use and Color Display) ………………… HCM.05.05
Display of the Hitachi Mark and the Company Name ………………………… HCM.07.01
Standard Display Guidelines for the Hitachi Mark and the Company Name … HCM.07.02
Display of the Hitachi Mark and the Company Name with Division Name, etc. … HCM.07.04
Company Name Display Specifications / Isolation Area ……………………… HCM.07.07
Company Name Display Specifications / Examples of Prohibited Use …… HCM.07.08
Corporate Color / Supportive Colors …………………………………………… HCM.08.01
Rules on Displaying the Hitachi Brand ………………………………………… HCM.09.01
Application Designs
A. Stationery
Business Cards (Regulations for Paper Quality, Typeface, Printing Colors, etc.) … HCM.A.01.01
Business Cards (Layout Regulations) …………………………………………… HCM.A.01.11
Business Cards (Regulations for Display of Qualifications, etc.) …………… HCM.A.01.13
Standard Envelopes (Layout Image) …………………………………………… HCM.A.02.03
Letterhead ………………………………………………………………………… HCM.A.03.01
Presentation Materials (Display Images) ……………………………………… HCM.A.04.01
B. PR / IR
Corporate Brochure, Annual Report, etc. ……………………………………… HCM.B.01.01
C. Advertisement / Web
Internet Website ………………………………………………………………… HCM.C.01.01
D. Promotion Goods
Novelty Goods …………………………………………………………………… HCM.D.04.01
©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Contents
E. Facilities / Vehicles
Doorplates ………………………………………………………………………… HCM.E.01.01
Company Cars (Wagon / Delivery Van) ………………………………………… HCM.E.04.01-a
F. Others
Flag ………………………………………………………………………………… HCM.F.01.01
Helmet ……………………………………………………………………………… HCM.F.01.02

Introduction
This manual illustrates the basic framework settings for the visual expression criteria of the Hitachi
Construction Machinery (HCM) group and shows their specific examples applied in a unified manner.
This manual consists of the following chapters;

• Basic Designs
• Application Designs
Specifically, the chapter concerning basic designs is vital for correct design applications in a unified
manner because they contain criteria for the use of the basic design elements of visual expression
criteria of the Hitachi Construction Machinery group, for example the Hitachi Mark, Hitachi Logo,
Hitachi Construction Machinery Logo (HCM Logo), the company name and corporate color.
Anyone using the basic design elements of the HCM group should carefully read this manual and
understand how to use the elements.
For enquiries, please contact:

Corporate Communication Dept. of Hitachi Construction Machinery, Co., Ltd.

Basic Designs
The basic design elements-the Hitachi Mark, Hitachi

Logo, Hitachi Construction Machinery Logo (HCM Logo),
company name, and corporate color-are the visual
elements in which the Hitachi Construction Machinery
Group's corporate philosophy and attitudes are precisely
reflected, thus they will be used for the long-term future
in every visual communication medium by the Hitachi
Construction Machinery Group.
This chapter will provide specific explanations and the
principal norms of these basic design elements, and
show the rules to be observed in the systematic
application of the latter. With the specific aim herein to
create a style that raises the memory of the Hitachi
Construction Machinery Group's products at a glance of
created matters (stationery, signs, public relation
materials and others), the criteria for using the basic
design elements (size and means of display) is made into
a formulation. The criteria and principles described in
this chapter are vital to implement Hitachi's brand
strategy in a unified manner, hence it is important to
avoid deviation from them as far as possible in any case
of media production.
Basic Elements of the HCM Brand HCM.01.01
Elements that form the core of the visual identity of the Hitachi Construction Machinery Group’ s cor-
porate image or brand image are called basic elements.
Specifically they refer to the Hitachi Mark, Hitachi Logo, HCM Logo, the company name and corpo-
rate color display. The group companies which include Hitachi with in the company name must use
these basic elements.
It is important to use these basic elements in accordance with the specifications and the basic design
system. When using them, please be sure to fully understand the specifications described below.
When displaying the basic elements, use them accurately in accordance with drawing specifications,
and digital data.
Basic Elements
Hitachi Mark
Used as the symbol, and family crest.

Mark to symbolize Hitachi.
Used for company flags, company badges,
certificates of commendation
and certificates of approval, etc., combined
with company name.
Hitachi Logo
The basic element that symbolizes the Hitachi Group

unified brand.
Hitachi Logo is combined with company name and corporate
color (Taxi Yellow) to represent the corporate brand
of the company.
HCM Logo
The basic element combining the Hitachi Logo and

the promise of HCM Group's brand. This mark acts to
communicate both the company's brand value,
throughout the company and also to the outside world.
To represent the corporate brand of the company,
the HCM Logo is combined with the company name.
Hitachi Mark and Company Name
The formal indication of the company name combined

with the Hitachi Mark and displayed in designated typeface.
To represent the corporate brand of the company,
the company name is combined with the Hitachi Logo
and corporate color (Taxi Yellow).
Corporate Color
Basic color of the company.

To represent the corporate brand, corporate color is
combined with the Hitachi Logo and company name.

Application Table of Basic Elements HCM.02.01
HCM Brand is displayed basically in all media. This table shows which of the Hitachi Mark, the Hitachi
Logo and the HCM Logo should be shown on what design item. Refer to this table when displaying
any of the HCM Brand on a specific design item. The Hitachi Logo is used for products and, in addi-
tion, for media which have a strong need for displaying the source of documents of official affairs,
which have a long durability, and which have technical difficulty in displaying the HCM Logo.
The specifications contained in this table and the implementation of this manual should be carried out
at the point at which current supplies of a particular design item become exhausted, and a new ver-
sion of the design item is being proposed, as well as at the point of upgrading or replacing software.
This manual contains design samples for each type of media, and in principle these samples should
be replicated accurately when such items are being produced. If you wish to produce an item that
involves displaying the Hitachi Brand in any way other than that specified herein, you must contact the
Corporate Communication Dept.
HCM Brand Elements Hitachi Mark Hitachi Logo HCM Logo Hitachi Mark + Company Name Corporate Color
Media Name
Company Flag / Company Badge ◎
Business Card ◎ ◎ ◎
Envelope ◎ ◎ ◎
Letterhead ◎ ◎ △
Fax Paper ◎ ◎ △
Covering Letter Paper ◎ ◎ △
News Release ◎ ◎ ◎
Company Brochure & Recruitment
◎ ◎ ◎
Information
In-House Magazine
Corporate Level
◎ ◎ ◎
Web Site Top Page ◎ ◎ ◎
Office Documents outside the Company /
◎ ◎ △
Length Position and Horizontal Position
Estimate / Bill ◎ ◎ △
Slips ◎ ◎ △
Employee ID ◎ ◎ △
Nameplate (for employee / guest) ◎ △ ◎
Letter of Commendation ○ ○ ○ △
Certification ○ ○ ○ △
Doorplate △ ◎ △
Reception Area ◎ ◎ ◎
Guide Sign △ ◎ ◎
Work Clothes / Work Cap / Helmet ○ △ △
Armband ○ ○ △ △
Technical Material ○ ◎ △ △
Sales Material ◎ △ △
Instruction Manual ◎ ◎ △
Warranty ◎ ◎ △
Specification Plate ◎ ◎ △
Decorative Plate ◎ △ ◎
Standard Cardboard Box /
◎ ◎ △
Decorative Box
Marketing Level
TV-Commercial ◎ ◎ ◎
Newspaper Advertisement ◎ ◎ △
Magazine Advertisement ◎ ◎ △
Outdoor Advertisement ◎ ◎ ◎
Catalog ◎ ◎ ◎
Poster ◎ ◎ ◎
House Organ ◎ ◎ ◎
Calendar ○ ○ △
Diary ○ ○ △
Shopping Bag ◎ ◎ ◎
Standard Signboard ○ ○ ◎
Company Car ◎ ◎ ◎
◎ : In principle, to be displayed. For exceptional use, report to Corporate Communication Dept. and follow their instructions.
○ : In principle, any one of these to be displayed. For exceptional use, report to Corporate Communication Dept. and follow their instructions.
△ : In principle, to be displayed. For exceptional use, report to Corporate Communication Dept.

Hitachi Mark HCM.03.01
The Hitachi Mark is the company symbol and family crest, and mainly used together with the com-
pany name. However, in addition to its single use on company flags, name badges and commenda-
tion or approval certificates, in cases where the display area is so small that the Hitachi Logo cannot
be used or in cases where the Hitachi Logo cannot be displayed due to some unavoidable circum-
stance, such as a customer’s request or any legal or public regulation, the Hitachi Mark may be used
singly.
As a rule, the Hitachi Mark shall be displayed in either of black (K100%), Inspire Gray (K90%) or
Inspire Red (PANTONE 186C/M100% Y85%).
When displaying the Hitachi Mark, reproduce it accurately based on the drawing specifications, digi-
tal data and color chips.
Hitachi Mark
Drawing Specification
A
A
A
R1
.5 h
A
R6.5
R1
A
.5
A
R6
.2A
Size → h dimension (h = 6A)

Hitachi Mark Display Specifications / Isolation Area and Examples of Prohibited Use HCM.03.02
The Hitachi Mark must always be clearly displayed in such a manner that it stands out by itself. For
that reason, the isolation area—a certain space around the Hitachi Mark—has been defined. Make
sure that this area does not contain any other letters or complex patterns, etc.
It should be noted that the isolation area specified below is the minimum space that must be
reserved. In actual design work, try to reserve more space as far as possible.
Never use the Hitachi Mark in such prohibited way as illustrated below because it can cause the
Hitachi Mark to lose its identity and give the wrong image to the general public.
Isolation Area
2.4 h
h
1.2 h
1.2 h
2.4 h
Examples of Prohibited Use
The line thickness of the mark must not be changed. The mark must not be displayed in outline.
The mark must not be displayed The mark must not be displayed
in a decorative fashion. in the form of a pattern.
Hitachi
Avoid a combination of Hitachi Mark Avoid a combination of Hitachi Mark and Hitachi Logo.
and designed company name.

Hitachi Logo HCM.04.01
The Hitachi Logo, as a container for accumulating the value of the Hitachi Brand, is used for Hitachi’s
products, systems, services, etc. It is permitted to use it for media which have a strong need for dis-
playing the source of documents of official affairs, which have a long durability.
In principle, the Hitachi Logo should be displayed horizontally and in either the supportive color black
or Inspire Gray.
The use of Taxi Yellow for the Hitachi Logo is, however, permitted where especially high visibility is
required.
There are two different methods of displaying of the Hitachi Logo in basic color-positive and nega-
tive.
In all cases, use the drawing specifications (HCM.04.06), and digital data, to reproduce it accurately.
Hitachi Logo
Minimum Size
for Use 11 mm
Display of the Hitachi Logo in Basic Color
Positive Display Background color: White

Logo color: Black
For positive display, the background
color shall, as a rule, be white.
If white cannot be used for the
background, choose a color which is Background color: White
as close to white as possible. Logo color: Inspire Gray
Background color: White

Logo color: Taxi Yellow
Negative Display Background color: Black

Logo color: White
For negative display, the background
color shall, as a rule, be Inspire Gray,
black (K100%). If none of these can
be used for the background, choose
a color which is as close to black
as possible.
Background color:
Inspire Gray
Logo color: White
Background color:
Taxi Yellow
Logo color: White

Hitachi Logo Isolation Area / Examples of Prohibited Use HCM.04.02
The Hitachi Logo must always be clearly displayed in such a manner that it stands out by itself. For
that reason, the isolation area—a certain space around the Hitachi Logo—has been defined. Make
sure that this area does not contain any other letters, complex patterns or the like. It should be noted
that the isolation area specified below is the minimum space that must be reserved. In actual design
work, try to reserve more space, as far as possible. Even if the isolation area is secured, it is not
allowed to arrange other letters or marks, etc. in the area closely to the Hitachi Logo to such extent
that it looks like a single mark or brand as a whole.
Isolation Area 0.3 h
0.3 h
0.3 h 0.3 h
Examples of Prohibited Use (That looks like a single mark or brand as a whole.)

Examples of Prohibited Use of the Hitachi Logo HCM.04.05
Never use the Hitachi Logo in such ways as illustrated below because it can cause the Hitachi Logo
to lose its identity and give the wrong image to the general public.
The Hitachi Logo is used independently so that the brand can perform its functions effectively. There-
fore, the following forms of the use or display of the logo will in no case be allowed.
Examples of Prohibited Use of the Hitachi Logo
The old logo (which was changed in 1992) without Do not make logo with the Hitachi Logo
the Hitachi Mark must not be used as a logo. and other item.
The alphabetic characters of the Hitachi Logo
must not be arranged vertically.
The character spacing of the Hitachi Logo Do not make logo with Hitachi Logo
must not be changed. The logo must not be displayed on a dark and other item.
background with a complex pattern.
The character layout and shape of the Not other design element
Hitachi Logo must not be changed. The logo must not be displayed on a dark may be added to the logo.
background with a complex pattern.
The use of different colors for different letters, The logo must not be enclosed
or gradation, is not permitted The Hitachi Logo must not be in any decorative frame.
(logos must be displayed in single colors). displayed in outline.
This is・
・・
The background color must not be such The Hitachi Logo must not be displayed The logo must not be inserted in text.
that the Hitachi Logo is difficult to recognize. in a decorative fashion or in a pattern.
The background color must not be such

HITACHI
The Hitachi Logo must not be displayed Avoid a combination of the Hitachi Mark
that the color of white cannot be recognized. in a nonspecified typeface. and the Hitachi Logo.
The logo must not be displayed on The isolation area must not contain any
a background containing complicated patterns. characters, patterns, product names, etc.
Construction Machinery Co., Ltd.

The logo must not be displayed using The Hitachi Logo must not be followed by a
shadowing or other outlining of the text to company name, establishment name,
make it stand out from a dark background that product name, etc.
otherwise makes the logo difficult to recognize. ©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.
Hitachi Logo Drawing Specification HCM.04.06
This drawing specification has been provided so that the Hitachi Logo can be reproduced with the
correct proportions when being drawn. Please adhere to all the specified dimensions when drawing
the logo.
Drawing Specification
9.5 40.5 40.5 32.5

Y 2.5
17 50
40
16 100
16 X
14
16
44
21.5
2.5
26.5 53.5 26.5 21 26.5 50 26.5 17.5 29.5 33.5 33.5 29.5 54.5 67.5 26.5 53.5 26.5 21 26.5
W=650
Y
The central point and the The central point and the
radius of the outside of C. radius of the inside of C.
Central point Central point
Radius Radius
C X Y X Y
A 6 -1 R65 a 32.3 -1 R63.5
fh H B 0 -31.5 R84 b 0 -3 R40
d F
D c C 0 35.5 R88 c 0 3 R40
X b A a D -12.99 5.27 R45 d -5.31 12.62 R23.5
E G
E -12.67 -4.54 R46 e -6.06 -12.35 R23.5
e g I
i F 0 11.5 R53.5 f 0 15 R25.5
G 0 -11 R54 g 0 -14 R26
B
H 20.57 15.71 R32.5 h 6.16 17.08 R19
I 21.36 -16.27 R32 i 6.31 -17.03 R19

Hitachi Logo Grid Scale and Stencil Specification HCM.04.07
The grid scale is a grid of squares established to provide standards for the thickness, proportion, and
angle of each of the characters of the Hitachi Logo for handlettering. Use the grid scale to handletter
the Hitachi Logo accurately.
The stencil specifications are for preparing a stencil to reproduce the Hitachi Logo on a wooden
frame, wooden box, etc. Prepare an accurate stencil in accordance with the specification.
Grid Scale
Stencil Specification
e e e e
e
h
e = 0.1h

HCM Logo (Basic Design) HCM.05.01
The HCM Logo is a very important logo for brewing the brand image of HCM Group.
It is composed of the background part of "Reliable solutions" and the Hitachi Logo and that the line
of Taxi Yellow (approximate color: PANTONE 166C/M70% Y100%) that it is a Hitachi Logo and is the
corporate color, and is brand promise distributed in that.
When displaying the HCM Logo, use the drawing specifications and digital data, to reproduce it
accurately.
The transformation and the processing against the data regulations are prohibited.
HCM Logo (a : b = 1 : 1.618)
h
a
1.86h
1.09h 1.09h
1.5h 1.5h

HCM Logo (Layout Regulations) HCM.05.02
HCM Logo is positioned, in principle, to the far left or right on the media surface. Refer to Application
Designs pages for detailed layout regulations.
HCM Logo Layout Images

HCM Logo (Color Regulations) HCM.05.03
Two color display versions, white and black are available for the HCM Logo.
Monochrome display specifications have also been prepared for cases in which color display is
impossible.
The HCM Logo does not have a trimming line.
HCM Logo Color Variations
Color Display
Black White
White Black
Taxi Yellow (M70% Y100%) Taxi Yellow (M70% Y100%)
Monochrome Display
Black White
White Black
Gray (K70%) Gray (K55%)

HCM Logo (Hitachi Logo Background Transparency) HCM.05.04
The Hitachi Logo background in the HCM Logo can be presented as transparent if there is some limi-
tation stemming from the media materials, etc.
Be sure to avoid usages that violate the regulations in Examples of Prohibited Color Display of the
HCM Logo (refer to HCM.05.05) when using a transparent the Hitachi Logo background.
Applications of the Hitachi Logo with a Transparent Background in the HCM Logo
The HCM Logo should never be used like a stamp.

HCM Logo (Examples of Prohibited Use and Color Display) HCM.05.05
Never display the HCM Logo as shown in the examples bellow. Doing so can cause the HCM Logo
to lose identity and give viewers an improper image.
Examples of Prohibited Use of the HCM Logo
Do not elongate or contract the HCM Logo. Do not distort the HCM Logo. Do not delete elements.
Do not employ proportions other than Do not alter the position of the Hitachi Logo Do not display the Hitachi Logo and
the regulated proportions. and “Reliable solutions.” Reliable solutions with a different typeface.
Examples of Prohibited Color Display of the HCM Logo
Do not display the HCM Logo in colors Do not employ background colors that may Do not employ complicated patterns or
other than the regulation colors. reduce the visibility of the Hitachi Logo images that may reduce the visibility of
and Taxi Yellow. the Hitachi Logo and Taxi Yellow.

Display of the Hitachi Mark and the Company Name HCM.07.01
The company name is to be displayed in the designated font, namely, Helvetica Bold or Helvetica
Neue LT 75 Bold, and in principle, to be displayed together with the Hitachi Mark. However, in the
cases where legal regulations, other public regulations, etc. restrict the usage, or where the use of
the Hitachi Mark causes a disadvantage (such business engaging in sales together with products
competing with Hitachi, or business to be adversely affected due to strong image of the Hitachi
Group and others), or where multiple names of the Hitachi Group companies are lined up, then the
display of the company name without the Hitachi Mark is permitted.
When displaying the Hitachi Mark, reproduce them accurately based on drawing specifications, clear
proofs, and digital data. Please display the Hitachi Mark and the company name in the same color.
Company Name Display
Example of Displays Not Using the Hitachi Mark

Cases lining up several companies the names of which contain “Hitachi”
○○○ ○○○
△△△△ △△△△
□□□ □□□
◇◇◇◇◇ ◇◇◇◇◇
○△□×× ○△□××
Cases of the company name of Hitachi being lined up with names of other companies
AAA○○○, Ltd. AAA○○○, Ltd.
BBB◇◇◇◇◇ , Ltd. BBB◇◇◇◇◇ , Ltd.
CCC△△△ , Ltd. CCC△△△ , Ltd.

Standard Display Guidelines for the Hitachi Mark and the Company Name HCM.07.02
The company name should be displayed in accordance with the standards specified below, using the
Hitachi Mark and using the designated fonts of the Helvetica Bold or Helvetica Neue LT 75 Bold.
When displaying the Hitachi Mark and company name, use the drawing specifications, clear proofs
and digital data to reproduce it accurately.
Company Name Display
d h d 8 h
d=-
6
1.2 h X 0.12 X 0.12 X 0.12 X 0.08 X W = Width

W
d h d
1.2 h X 0.12 X 0.12 X 0.12 X 0.12 X 0.08 X

W

Display of the Hitachi Mark and the Company Name with Division Name, etc. HCM.07.04
Examples of display using the combination of the Hitachi Mark, the company name and the division
name are given below.
The division name shall be displayed in specified typefaces.
The Hitachi Mark, the company name and the division name should be displayed in the same color.
When displaying the Hitachi Mark, follow the drawing specifications, and digital data to reproduce it
accurately.
Examples (Horizontal arrangement on one line)

Examples (Horizontal arrangement on two or three lines)
Corporate Brand Management Sec.



Company Name Display Specifications / Isolation Area HCM.07.07
The company name must always be clearly displayed in such a manner that it stands out by itself.
For that reason, the isolation area—a certain space around the company name—has been defined.
Make sure that this area does not contain any complex pattern etc. It should be noted that the isola-
tion area specified below is the minimum space that must be reserved.
Isolation Area
0.2 h
h
0.2 h
0.3 h 0.3 h
0.2 h
h
0.2 h
0.3 h 0.3 h

Company Name Display Specifications / Examples of Prohibited Use HCM.07.08
Never use the company name in such ways as illustrated below because it can cause the company
name to lose its identity and give the wrong image to the general public.
Examples of Prohibited Use of the Company Name
Hitachi Construction Machinery Co., Ltd.
The background color must not be such

that the color of white cannot be recognized.
The company name must not be displayed

using shadowing or other outlining of the text
to make it stand out from a dark background
that otherwise makes the company name
difficult to recognize.
The company name must not be displayed in outline.
HITACHI CONSTRUCTION MACHINERY CO., LTD.

The company name must not be displayed in capital letters.
HITACHI Construction Machinery Co., Ltd. Hitachi Construction Machinery Co., Ltd.
The Hitachi in company name must not be Do not use a non-designated font.
displayed in capital letters.
Hitachi Const. Machinery Co., Ltd. Hitachi Construction Machinery Co., Ltd.
The company name must not be abbreviated Do not use the Hitachi Mark + company name
at unpermitted locations. in different colors.
Hitachi Construction Machinery Co., Ltd. Hitachi Construction Machinery Co., Ltd.
Do not use the Hitachi Mark + company name in italic The company name must be displayed is
or other variations. single colors.

Do not use a non-designated font.

Corporate Color / Supportive Colors HCM.08.01
The corporate color is the color of the basic elements of the corporate brand of Hitachi Construction
Machinery. The supportive colors are ones that complement the corporate color most effectively. These
colors have been defined in order to give expression and flexibility to the design applications.
For supportive colors (Gray), four different tones of supportive color (Gray ; K70%, K55%, K35% and
K20%) also have been selected.
When reproducing colors, please do so based on color chips, and in reference to process color ratios
etc.
Color chip numbers (PANTONE), process color ratios and color indication references for RGB for
commercially available colors specified as approximate colors are given below for reference, due to
their nearness to the basic colors.
Corporate Color (Taxi Yellow)
Approximate color designation: PANTONE 166C

M70% Y100%
R255 G102 B0
Supportive Color (Black)
Approximate color designation: PANTONE 426

K100%
R0 G0 B0
Supportive Color (Gray)
Approximate color designation: PANTONE Cool Gray 11C

K90%
R70 G70 B70
Supportive Colors (Gray)
Approximate color Approximate color Approximate color Approximate color

designation: designation: designation: designation:
PANTONE Cool Gray 9C PANTONE Cool Gray 6C PANTONE Cool Gray 3C PANTONE Cool Gray 1C
Inspire Gray 80% Inspire Gray 60% Inspire Gray 40% Inspire Gray 20%
K70% K55% K35% K20%
R115 G115 B115 R154 G154 B154 R189 G189 B189 R221 G221 B221

Rules on Displaying the Hitachi Brand HCM.09.01
The basic concept for displaying the Hitachi Brand is as follows.
Display Rules for the Hitachi Logo

The Hitachi Logo is used, independently, for the purpose of demonstrating the brand functions. Therefore, under no
circumstances are the usage and display as shown below allowed.
(1) The Hitachi Logo should not be used as substitutive letters for “Hitachi.”
× ： ○○○○., Ltd.
× ： Construction Equipment Exhibition
× ： KENKI CLUB
(2) The Hitachi Logo should not be used in a sentence as substitutive expressions for “Hitachi,” “Hitachi Construction
Machinery Co., Ltd.,” “Hitachi Construction Machinery Group,” or “Hitachi Construction Machinery Brand.”
× ：“… representing Japanese industrial circles…”
× ：“…displaying the synergy of …”
× ：“…improving corporate value under …”
The Usage of “Hitachi, HITACHI” Displayed in English

(1) An English notation of “HITACHI” should not be used as a substitutive expressions for “Hitachi,” “Hitachi Construction
Machinery Co., Ltd.,” “Hitachi Construction Machinery Group,” or “Hitachi Construction Machinery Brand,” because
such use will fail to convey its substance accurately.
○ ：“Hitachi Brand is…”
○ ：“Hitachi Brand Management organized…”
○ ：“…Hitachi Construction Machinery Group promise…”
× ：“HITACHI is…”
× ：“the synergy that HITACHI demonstrates…”
× ：“HITACHI Brand is…”
× ：“…HITACHI Construction Machinery brand promise…”
*The displaying in English capital letters like “HITACHI” is not allowed, except cases where it is to be used in
a sentence written entirely in capital letters.
(2) The English notation is also the Hitachi Brand functioning as a trademark. In order to maintain its originality and
prevent the dilution derived from word(s) immediately following the logo, such as nicknames, the words following
“Hitachi, HITACHI” should be of a generic term, and product brands or nicknames should not be used.
Basic rule: “Hitachi” + “generic terms (product names, service names, etc.)” + “nicknames (trademark/service mark)”
○ ： Hitachi Excavator ZAXIS 200LC
× ： Hitachi ZAXIS 200LC
○ : Correct
× : Incorrect

Application Designs
A consolidated visual management is an important tool

to present a proper image of HCM Group in all visual
communication activities.
The goal of visual management is to develop and
manage the unified design styles in all communication
media.
This chapter describes examples of visual presentation
in various styles to develop a consistent image of HCM
Group under the rules introduced in Basic Designs
Chapter.
Please follow these design guideline in these
communication media.
A Stationery
Business Cards (Regulations for Paper Quality, Typeface, Printing Colors,etc.) HCM.A.01.01
Business cards are an extremely important application that serves as the cornerstone for employee
identity and that enables every employee to promote the HCM Brand more effectively. Regulations to
ensure formation of a unified image have been established for application of the basic elements of the
HCM Brand as well as for the typefaces, printing colors, paper quality, etc. Be careful to observe the
regulations on the following pages concerning such details as the basic elements of the HCM Brand,
alphanumeric indications and other elements and display them faithfully.
Business Card Image
Taro Hitachi
Manager

5-1, Koraku 2-chome, Bunkyo-ku,tokyo
112-8563 Japan
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
E-mail: t.hitachi.ab@hitachi-kenki.com
www.hitachi-c-m.com
Business Card Specification Table

Size 55mm (vertical) × 91mm (horizontal)
Paper Quality White paper approximately 155g/m2
Typefaces Use the specified typefaces, the Helvetica Neue Family.
(1) Use black (K100%) and Taxi Yellow (approximate color: PANTONE 166C/M70% Y100%) for the corporate
logo (HCM Logo).
Printing Colors (2) Display such alphanumeric indications as the full name, title, section name, company name, division name,
address, telephone number, fax number, e-mail address and URL on K100%.
(3) Display the gray bar at the bottom of business cards in K30%.
Special Name Display of a special name before the title is permissible only when it is necessary for conducting business.
(1) Indication of doctorates and other nationally certified qualifications, etc., is permissible in conjunction with
names.
Others (2) If the information is too long to include in the space available, make appropriate adjustments by inserting line
breaks, tightening the spacing between letters/lines and compressing the width of the alphanumeric
characters, etc. If it remains impossible to include all the information, reduce the font size as appropriate.
Method of indication when Helvetica Neue cannot be used

・Helvetica Neue LT 55 Roman = Helvetica Regular
・Helvetica Neue LT 75 Bold = Helvetica Bold
*These typefaces can be obtained from Adobe Systems Inc. or Linotype GmbH.
OpenType is the font format that is recommended for use.

Business Cards (Layout Regulations) HCM.A.01.11
This page presents the regulations governing the basic layout of elements displayed in business
cards.
Be careful to observe the regulations and display the elements correctly.
- Use clear proofs or digital data to print the corporate logo (HCM Logo) and the company name.
- Use black (K100%) and Taxi Yellow (approximate color: PANTONE 166C/M70% Y100%)
for the corporate logo (HCM Logo), and black (K100%) for the company name, address, and other
elements.
Basic Layout of Elements

Adjust as necessary to ensure that the full name,
title and section name do not extend past this dotted line.
10 3 24.3
Full Name
Helvetica Neue LT 75 Bold 12 pt, 500/1000 em
space between first and family names
a
15 (Reduce the font size, however, if the distance
from the HCM Logo is less than 3 mm.)
Taro Hitachi
3 Manager
Corporate Brand Management Sec. Title / Section Name
Corporate Communication Dept. Helvetica Neue LT 55 Roman 7 pt, line spacing 7
b
pt, letter spacing 20/1000 em
(a=b)
Hitachi Construction Machinery Co., Ltd. Company Name Display + Division Name
5-1, Koraku 2-chome, Bunkyo-ku, tokyo 3.5 Helvetica Neue LT 75 Bold 8 pt, line spacing 8.5 pt
112-8563 Japan (Divide into two lines and ragged left, however,
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678 when display in a single line is not possible.)
22.5 E-mail: t.hitachi.ab@hitachi-kenki.com
Address / Telephone Number / Fax Number /
E-mail Address, etc.
www.hitachi-c-m.com Helvetica Neue LT 55 Roman 7.5 pt, line spacing
8.5 pt, letter spacing 20/1000 em
1.8 Adjust as necessary to ensure URL
that displayed elements, such as Helvetica Neue LT 55 Roman 7 pt, letter spacing
the company name display and 50/1000 em Layout in the vertical center of the
address, do not extend past this gray bar.
dotted line.
In Case of Company Name + Division Name Are in Two Lines
Taro Hitachi
Manager
Helvetica Neue LT 75 Bold 8 pt, line spacing 8.5 pt

Hitachi Construction Machinery Co., Ltd. (Divide into two lines and ragged left, however,
XXXX Division when display in a single line is not possible.)
5-1, Koraku 2-chome, Bunkyo-ku, tokyo 3.5
112-8563 Japan
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
www.hitachi-c-m.com

Business Cards (Regulations for Display of Qualifications, etc.) HCM.A.01.13
This page presents the regulations governing the display of qualification such as academic degree in
business cards.
Be careful to observe the regulations and display the elements correctly.
elements.
Regulations for Display of Academic Degrees, etc.
2.5
Taro Hitachi Ph.D.

3 Manager
Academic Degrees, etc.
b Helvetica Neue 65 Medium 7 pt
(a=b) (Display degrees aligned left below the full name
Hitachi Construction Machinery Co., Ltd. when display to the right of the full name is not
5-1, Koraku 2-chome, Bunkyo-ku, tokyo possible because the name is too long.)
112-8563 Japan
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
www.hitachi-c-m.com
Taro Hitachi
3 Ph.D.
3.5 Manager
b
(a=b)
5-1, Koraku 2-chome, Bunkyo-ku, tokyo
112-8563 Japan
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
www.hitachi-c-m.com

Standard Envelopes (Layout Image) HCM.A.02.03
This page presents images of the layout and size of the standard envelopes for regular mail.
Use suitable envelopes that comply with the regulations of respective countries and regions, and
observe the layout images indicated below. Be sure to consult the Corporate Communication Dept.
of Hitachi Construction Machinery Co., Ltd. when creating an envelope.
- Use black (K100%) and Taxi Yellow (approximate color: PANTONE 166C/M70% Y100%) for the
corporate logo (HCM Logo), and black (K100%) for the company name, address, and other elements.
Basic Layout of Elements

5-1, Koraku 2-chome, Bunkyo-ku
Tokyo 112-8563, Japan
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
www.hitachi-c-m.com

Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
www.hitachi-c-m.com

Letterhead HCM.A.03.01
This page presents the standard size of letterheads (A4) including the corporate logo (HCM Logo),
typefaces, line space (pt) and location of the address.
Observe the regulations and display the elements correctly.
elements.
Basic Layout of Elements (unit: mm)

40
24.721
Hitachi Construction Machinery Co., Ltd. Company Name Display + Division Name
2
Helvetica Neue LT 75 Bold 6.5 pt, line space 9
Tel: +81-3-1234-5678 Fax: +81-3-1234-5678
www.hitachi-c-m.com
pt (on a single line in principle, with a space
10 inserted between the company name and
division name)
20
Address / Telephone Number / FAX Number / URL, etc.

Helvetica Neue LT 45, 7.5 pt

Presentation Materials (Display Images) HCM.A.04.01
Materials such as those used to make presentations to customers or to present lectures at seminars
and academic conferences are also important applications for promoting the HCM Brand.
R
This page shows display images of the presentation materials (PowerPoint file).
Download the file from the Intranet. If the file cannot be downloaded, contact the Corporate Commu-
nication Dept. of Hitachi Construction Machinery Co., Ltd.
Presentation Material Images (Cover Page)

1 1
Put your customer name here. CONFIDENTIAL Put your customer name here. CONFIDENTIAL
3 2 3 2
Put the main title here. Put the main title here.
Put the subtitle here. Put the subtitle here.
2009/00/00 2009/00/00
Department name Department name

Presenter/Speaker Presenter/Speaker
©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved. ©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.
4 4
Presentation Material Images (Text)

1 1
1-1. Put the page title here 1-1. Put the page title here
5 5
©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved. ©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.
4 4
1 The size and proportion of the logo cannot be changed.

2 Remove “CONFIDENTIAL” if the material is not “confidential.”
3 Remove the customer name if the customer is not involved.
4 It is the author’ s responsibility to insert the correct copyright name.
5 Enter the heading and text in the blue dotted box.
PowerPoint is a registered trademark of Microsoft Corporation in the United States and other countries and regions.

B PR / IR
Corporate Brochure, Annual Report, etc. HCM.B.01.01
This page specifies the size of the corporate logo (HCM Logo) and other data, and the typefaces, line
space (pt) and location of the title in the front and rear covers of periodicals, including corporate bro-
chures and annual reports. Observe the specifications and display the elements correctly.
For the design of the pages other than cover pages, use the corporate color (Taxi Yellow) as the basic
color.
h = 1/8 height of report

(37.125mm)
Title:
h = 1/8 height of report Helvetica Neue 75, 33 pt HCM Logo
(37.125mm)
9.5mm 60.07mm
60.07mm
2h =
1/4 height of
report
Annual report 2007

9.5mm
5h =
5/8 height of
report
5-1, Koraku 2-chome, Bunkyo-ku,

Tokyo 112-8563 Japan
TEL:+81-3-3830-8033 FAX:+81-3-3830-8224
www.hitachi-c-m.com
9.5mm
9.5mm Company Name:

Helvetica Neue 75, Bold 6.5 pt
Contact Details and URL:
Helvetica Neue 55, Roman 6.5 pt
Line space: 7 pt

C Advertisement / Web
D Promotion Goods
Internet Website HCM.C.01.01
This page presents images of the standard location and color of the corporate logo (HCM Logo) and
the company name in website.
When creating a website including a domain acquisition, be sure to consult the CRM Promotion Dept.
of Hitachi Construction Machinery Co., Ltd.
Top Page Layout

E Facilities / Vehicles
Novelty Goods HCM.D.04.01
This page includes some design samples of novelties used for exhibitions and other occasions. The
Hitachi Construction Machinery Logo (HCM Logo), company name, and corporate color (Taxi Yellow)
should be displayed without fail. To create appropriate designs, refer to these samples and use the
corporate color and supportive colors (HCM.08.01).
Hitachi Construction Machinery Logo

(HCM Logo)
An Illustration of a Product
Corporate Color Company Name Corporate Color

(HCM Logo)
Corporate Color
Company Name
Company Name
An Illustration of a Product
Corporate Color

(HCM Logo)
Company Name

Doorplates HCM.E.01.01
This page presents images of the standard location of the HCM Logo and the company name on the
doorplate. Wherever possible, display the HCM Logo and the company name in a material color, such
as mirror-finished silver or hairline-finished stainless steel.
Basic Display
Hitachi Logo
Hitachi Construction Machinery Co., Ltd. Company Name
Doorplate Surface: Inspire Gray (K90%) or Black
1:1
1:2
1:3

Company Cars (Wagon / Delivery Van) HCM.E.04.01-a
Shown below are examples of the display positions of the Hitachi Logo, HCM Logo, the company
name and corporate color (Taxi Yellow).
- Use black (K100%) and Taxi Yellow (approximate color: PANTONE 166C/M70% Y100%) for the
corporate logo (HCM Logo), black (K100%) on the side of the car and white on the near window for
the company name.
- To display the HCM Logo, use black (K100%) and Taxi Yellow (approximate color: PANTONE
166C/M70% Y100%). To display the company name, use black (K100%) on the side panels of the
car, and white on the rear window.
Observe the applicable laws and regulations in every country concerning displays.
Note: The designs can be changed. However, when changing the designs, please submit a new
design to Corporate Communication Dept. of Hitachi Construction Machinery Co., Ltd.
Wagon
Left Side View Rear Side View

HCM Logo
Corporate Color Company Name
Delivery Van
Left Side View Rear Side View
Corporate Color HCM Logo
Company Name

F Others
Flag HCM.F.01.01
Company Flag
For the company flag, the Hitachi Mark can be used on its own. The size and position of the Hitachi
Mark on the company flag are specified below. Observe the specifications to display the company
flag accurately.
Use the clear proof, or digital data, to display the Hitachi Mark.
100
49 51
2.25
2.25
35
φ37.5
Diameter of the Rising Sun
φ42（70×3/5）
70 φ45
Size of the Hitachi Mark
35
Locate the mark closer to the pole by 1/100 from the center line
The company flag should be created according to the following regulations.

1. The company flag shall be the same in size as the Japanese national flag.
2. Only the Hitachi Mark shall be displayed on the company flag.
The size of the Hitachi Mark relative to that of the Rising Sun on the Japanese national flag shall be
as shown in the above diagram.
3. Use the same colors as those in the Japanese national flag.

Helmet HCM.F.01.02
Shown below are the standard location and size of the Hitachi Mark, Hitachi Logo and the company
name.
Prepare a design with reference to the example.
Basic Display (unit: mm)
50
85
Hitachi Logo
12
15
Corporate Color
8.2
15
3.5
Company Name
127
7.5
8.5
Name, Blood Type, etc.

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Contents

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

This manual consists of the following chapters;

For enquiries, please contact:

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

The basic design elements-the Hitachi Mark, Hitachi

Used as the symbol, and family crest.

The basic element that symbolizes the Hitachi Group

The basic element combining the Hitachi Logo and

Hitachi Mark and Company Name

The formal indication of the company name combined

Basic color of the company.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Size → h dimension (h = 6A)

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Examples of Prohibited Use

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Display of the Hitachi Logo in Basic Color

Positive Display Background color: White

Background color: White

Negative Display Background color: Black

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Isolation Area 0.3 h

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Examples of Prohibited Use of the Hitachi Logo

The background color must not be such

Construction Machinery Co., Ltd.

9.5 40.5 40.5 32.5

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

HCM Logo (a : b = 1 : 1.618)

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

HCM Logo Layout Images

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

HCM Logo Color Variations

Taxi Yellow (M70% Y100%) Taxi Yellow (M70% Y100%)

Gray (K70%) Gray (K55%)

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

The HCM Logo should never be used like a stamp.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Examples of Prohibited Use of the HCM Logo

Examples of Prohibited Color Display of the HCM Logo

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Company Name Display

Example of Displays Not Using the Hitachi Mark

AAA○○○, Ltd. AAA○○○, Ltd.

BBB◇◇◇◇◇ , Ltd. BBB◇◇◇◇◇ , Ltd.

CCC△△△ , Ltd. CCC△△△ , Ltd.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Company Name Display

1.2 h X 0.12 X 0.12 X 0.12 X 0.08 X W = Width

1.2 h X 0.12 X 0.12 X 0.12 X 0.12 X 0.08 X

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.

Examples (Horizontal arrangement on one line)

Corporate Communication Dept.

Examples (Horizontal arrangement on two or three lines)

Corporate Communication Dept.

Corporate Communication Dept.

Corporate Brand Management Sec.

Corporate Brand Management Sec.

©Hitachi Construction Machinery Co., Ltd. 2009. All rights reserved.