The Con‑way Brandline

Con‑way’s brandline — Never Settle for Less. — reflects and reinforces the company’s focus on providing superior service to its customers and the critical role employees play in its business. It also helps set Con‑way apart from its competitors and educate potential customers and employees about the company, its focus and culture. The brandline is an umbrella under which the company positions its value to customers, its employment brand, and the values-driven behaviors that define Con‑way.

As with all Con‑way brand elements, it is important that the brandline is used consistently and properly. To ensure careful and consistent use, the following guidelines should be followed at all times.

Use in Text

The brandline is always written with initial capital letters on the “N” in “Never,” the “S” in “Settle,” and the “L” in “Less.” The “f” in “for” is lowercase. There is a regular space between each word, and the brandline always ends with a period.

DO:
Never Settle for Less.

DON’T:
NEVER SETTLE FOR LESS. (All caps.) (Note, the use of the brandline in all capital letters on CFI equipment will change as the equipment is re-branded.)

• The brandline should never stand alone; it should always be used in conjunction with the Con‑way logo. While the brandline does not always have to be used as a lock-up graphic with the Con way logo, the Con‑way logo must be included on the document, webpage, etc., on which the brandline is displayed.
• Do not use the brandline as part of a product or program name.
• Do not use the brandline as text in news releases, articles, advertisements, PowerPoint presentations, web materials, and mediums where a stylized and brand-consistent delivery is possible. Note: e-mail signatures are a visible exception to this as detailed on the brand standards site.
• Approved use of the brandline in PowerPoint materials is incorporated into the PowerPoint templates available in the “Business Communications” section of the Con‑way brand standards website.

Use of the Brandline Graphic

• The brandline is an outlined font from “The Sans” font family.
• The brandline is always the same color as the Con‑way logo.
• The Con‑way logo always must be more prominent than the brandline.
• Proportion: The brandline should be half of the height of the “n” in the Con‑way logo.
• When used with an operating company logo (e.g., Con‑way Freight, Menlo Worldwide Logistics), the brandline should be positioned the “n” height from the baseline of the operating company name (e.g., Freight in Con‑way Freight, Truckload in Con‑way Truckload).
• Use only the approved brandline graphics provided on the Con‑way brand standards website. Do not recreate the brandline or alter its positioning. If you are looking for a use that is not listed here, please contact the Con‑way Marketing Department for assistance.
• Do not use the brandline in other type font or colors than those included on the Con‑way brand standards website. (The only exception to this rule is the inclusion of the Con‑way name and brandline as text in e-mail signatures. Refer to “E-mail signature” under “Business Communications” on the brand standards website.)
• Do not add new elements to the brandline.

Use of the Con‑way Logo and Brandline Graphic
Lock-up

To help ensure consistent and proper use of the brandline with the Con‑way logo, lock-ups of the logo and brandline are provided on the Con‑way brand standards site. No lock-up is provided with the Con‑way trident logo, however. When the brandline is used in materials with the Con‑way trident, the brandline should not be positioned next to or as part of the trident logo.