Logo, Color & Font Usage FTP Site
The Cummins MerCruiser Diesel Logo
Positive Logo
The logo as seen on the right of this page is the official corporate logo for Cummins MerCruiser Diesel. The proper and consistent use of the Logotype is essential in order to ensure that the Corporate Identity Program is effective and maintains legal recognition.
There are two components of the logo. One component is the "mark" which is a combination of the Cummins, Inc. logo and the Mercury Marine logo. The other component is the "text" which includes the spelled out words "Cummins MerCruiser Diesel." These components should always be used together for brand explanation and brand building purposes. The arrangement of the two components can vary (see signage section).
Wherever possible any enlargement or reduction of the Cummins MerCruiser Diesel Logotype should be made either by computer or photographically, with no distortion or manipulation. It should never be a second-generation copy of a printed or photocopied logo.
Legal Aspects of Logotype Use
Use of the Logotype in connection with the sale and servicing of CMD products must conform strictly to the graphic standards contained in this book. In the U.S. and many other countries the distinctiveness of a Logotype may be lost by using it in a form that is not like the official form of Logotype. The distinctiveness is a measure of how well it can be protected. If the distinctiveness is lost through inconsistent use by members of a company’s distribution organization, the trademark owner may not be able to stop unauthorized use of the Logotype by third parties and our rights to the Logotype could be jeopardized.
Our Logotype serves to identify Cummins MerCruiser Diesel as the origin of the goods bearing our mark. It is wrong to place a CMD Logotype on a product which has no connection with the company. Furthermore, it is incorrect to assemble a system containing a CMD product and use a CMD Logotype to designate the system.
Alternative Logo
Reversed Logo and Black-Only Logo
The Logotype may also be reversed out to white from black or any color of more than 50% density on a grey scale. The Logotype may never be in color on a colored background.
When reversing the Logotype, treat the word ‘Cummins’ within the Logotype as though it is transparent. Whatever the background color is, the word ‘Cummins’ becomes the same color. When reproducing the Logotype in any media, the word ‘Cummins’ should be the same color as the background color on which it appears. It may never be in a different color within the Logotype.
On colors lighter than 50% tonal value, it should be printed in black only,
but this is not a preferred usage and should be avoided.Artwork
The word Cummins inside the Logotype is composed of a specially designed C with Univers type face. This lettering is an integral part of the Logotype which must never be reset, redrawn, retraced, manipulated by computer or altered in any way.
Camera-ready artwork and/or digital artwork is available from the CMD Communications Department or on line at www.cmdmarine.com/ftp10 and must always be used for reproduction.
For further information, please contact Ted Varner (Communications Manager) at 843-745-1586.
Color Usage:
Printed when spot colors is used:
RED: PMS 485
BLACK: Black
GRAY: PMS Cool Gray 10Printed when 4 color process is used:
RED: C-10; M-100; Y-100; K-0
BLACK: C-30; M-30; Y-30; K-100
GRAY: C-0; M-0; Y-0; K-50Working when web colors are used:
RED: FF0000
BLACK: 000000
GRAY: 999999
Font Usage:
- When using the name "Cummins MerCruiser Diesel" as a header or logo graphic, always use the graphic that is the name. Do not type the words out in normal font usage. Please refer to the the CMD-Logo page for all offical logos.
- Header type use: Always use Helvetica Neue (T1) 63 Medium Extended or Berthold Akzidenz Grotesk Medium Extended
- Body type use: Always use Helvetica Medium or Helvetica Neue (T1) 55 Roman
*Please note that the logos shown above are for reference only.
To download official CMD logos, click here.
