Our visual identity system serves our brand by providing a look and feel that is consistent across all our communications and activities. Its design enables higher recognition of our brand, which helps us build familiarity, trust and greater customer loyalty.
The refreshed visual identity seeks to communicate our purpose of Equipped to Do More.® Vermeer dealers, please refer to compliance requirements related to Vermeer visual elements on the dealer portal.
There are three main corporate identity colors: Vermeer yellow, black and white. The Vermeer yellow should be used judiciously; serving as a “pop” of color that reinforces the color of our equipment.
The secondary palette should only be used as accent colors. Vermeer green should only be used as an accent color in limited applications.
Helvetica Neue Condensed has been selected as the only typeface to be used for professionally printed applications. The strong, clean and highly legible Helvetica Neue Condensed reinforces the Vermeer promise and compliments the roundness of the Kabel logotype.
This font family has many weights which can provide a great deal of variety and interest within body copy and headlines. Designers should feel free to explore using different weights within a headline for increased impact, but do not use more than two weights in a single message or four weights in a piece overall. Headlines should always be set in uppercase.
Due to licensing restrictions, a web-safe version of Helvetica Neue Condensed does not currently exist. Roboto Condensed, an open source font available through Google Fonts, is the primary font for display type on all Vermeer web properties. Instructions on how to use this font can be found at: http://www.google.com/fonts.
Internal or electronic documents
Helvetica Neue Condensed is not a standard system font; this means that even if you install it for use on your system, it will not display correctly if the user you are sharing your document with does not have it installed. When developing electronic sharable documents in Microsoft Word or PowerPoint, use the secondary font Arial Narrow.
The Leading Edge graphic style
In the progression of our visual marketing evolution, we remind you that Vermeer is always on the leading edge. Utilizing clean shapes, sweeping lines and sharp typography, the Leading Edge is a visual system to drive uniformity and distinction across our markets.
The Leading Edge has subtle angles that reiterate the construction of our Vermeer V and create visual tension that draws the viewer in. The Vermeer logo is set on top of the Vermeer machine yellow, showcasing deliberate blending to represent the yellow iron that we proudly deliver. This graphic is commonly referred to as the Leading Edge bug.
Leading Edge templates
Vermeer provides a set of Leading Edge templates to help elevate our visual brand. Dealers can request access to these templates by emailing firstname.lastname@example.org.
The Leading Edge templates are fully customizable, but it’s important to maintain the overall integrity of the graphic style when working within the provided templates. Refer to the elements outlined in the advertisement below as a guide. Click the image to view full screen.
Leading Edge video templates
The following video branding elements are available to authorized video producers as Adobe Premiere Pro Essential Graphics Templates, distributed via Creative Cloud Libraries. Dealers can request access to templates by emailing email@example.com. The colors, animations and styles of the branding elements should not be changed from their templated form.
Each Vermeer video needs upfront branding to inform the audience they are watching a video from Vermeer. To accomplish this, a bottom left logo must appear within the first three seconds of the video. Place this element to align with the first video element in the timeline. If a banner or floating identifier is used in the first frame of a video, use of the start graphic is not required. Videos distributed online should start with a hard cut; do not fade up from black.
Use the floating identifier only to identify the name of a person talking on-screen. The top line should list a person’s first and last name, while the bottom line lists a company, job title or other description as it relates to the person shown in the video. The font for the graphic’s top line is Helvetica Neue LT Std 77 Bold Condensed, while the bottom line should be set to Helvetica Neue LT Std 57 Condensed. All text in the identifier must be capitalized. Modify the position of the floating identifier to the most appropriate place within the video frame, but refrain from moving the identifier to the bottom of the frame to avoid interfering with captions.
Top left identifier
Use the top left identifier to offer supplemental information to the viewer in a discrete, off-to-the-side manner. The font for the graphic’s top line is Helvetica Neue LT Std 77 Bold Condensed, while the bottom line is Helvetica Neue LT Std 57 Condensed. All text in the identifier must be capitalized.
Use the banner graphic for text intended to be displayed as a headline or banner, e.g., identifying the machine featured in a video. Do not use this graphic for a person’s name. When identifying a machine, the top line should list the model name/number, e.g., ZR5-1200, while the bottom line should list the machine type, e.g., SELF-PROPELLED BALER. The font for the graphic’s top line is Helvetica Neue LT Std 77 Bold Condensed, while the bottom line is Helvetica Neue LT Std 57 Condensed. All text in the identifier should be capitalized.
Each Vermeer video must end with disclaimer, trademark and copyright information. The end screen template animates on with a Leading Edge wipe and sound effect, then reveals the standard Vermeer tagline logo lockup in the center of the screen with disclaimer, trademark and copyright text centered at the bottom of the screen in Arial Narrow font. Videos posted to the Vermeer YouTube channel should contain the entire 15 seconds of this clip to be optimized for YouTube’s end screen feature and should display the “Learn More at Vermeer.com” call to action in the latter 10 seconds of the clip. If a shorter time period is preferred, remove 10 seconds from the back of the clip to make the entire end screen a duration of five seconds.
We are a company that makes tough, quality equipment for customers who are rugged, driven to get things done and motivated to find success with their businesses. As we represent the Vermeer brand on apparel and promotional items, the tone should imply a company that is rugged, tough, direct and confident, while being respectful and honest.
Protection zones and minimum size requirements should be respected when using the Vermeer logo on apparel. Refer to the logo usage guidelines for additional details.
Trademark symbols are typically not included on apparel or promotional merchandise due to legibility being compromised when produced at such a small scale.
Primary apparel logo
The flat standard Vermeer lockup logo should be the primary logo used on apparel. If using only the Vermeer V logo, the Vermeer Kabel needs to be included in a secondary location.
The preferred thread type and colors for embroidered Vermeer logos is Madeira 1250 green, black and white. In general, the minimum height for an embroidered Vermeer Kabel logo is 0.5 in (12.7 mm). The standard Vermeer lockup logo, specifically, should not be embroidered smaller than 2 in wide by 2 in high (5.1 cm by 5.1 cm).
Using one-color logos
When using a one-color logo, the swoosh in the Vermeer V should be the lighter color unless the logo is already on a light background color, in which the light background color will show through.
Tonal and non-standard logos
There are certain applications where using a one-color (black, green or white) Vermeer logo is not ideal. In these rare cases, using a tonal logo could be considered. For example, matching a strap color on a bag, matching the mesh on a cap or on a patterned shirt. For pre-approval of tonal logos, please contact firstname.lastname@example.org.
Co-branding and logo prominence
The Vermeer logo should be the prominent logo on all branded apparel and promotional merchandise. If there is a prominent clothing logo, e.g., Arborwear, Nike, Under Armour, etc., on the chest of a shirt, sweatshirt or jacket, the preferred location of a Vermeer logo would be on a sleeve. In this example, including the Vermeer logo on the opposite side of the chest is acceptable. It is preferred for the Vermeer logo to be full color on co-branded applications. Dealers should refer to the co-branding guidelines on the dealer portal for additional information.
Historical logos and other designs
The following three historic logos are approved to be used on apparel by Vermeer and its dealers in casual applications. All business apparel should feature only current Vermeer logos. Pre-approval from email@example.com is required to use any other vintage Vermeer logo or design. Vintage logos are defined as any graphical look or logo not actively used by Vermeer Corporation.
Colors and patterns
As a guideline, customer-facing employees should wear small patterns in black, white or grey branded apparel. Large patterns and other colors, such as blue, purple or yellow, should be reserved for casual, non-customer facing settings.
Things to watch or consider when putting the Vermeer logo on busy patterns is to make sure the text color is dark or light enough depending on the fabric so the logo can easily be read. Select a logo color that compliments the piece of apparel. For example, match the color of buttons, trim or stitching.
The Vermeer yellow color is difficult to match in apparel applications. When producing a t-shirt with yellow ink, use Pantone 123-5C to match.