Brochures
Brochures are a key tool used to deliver Con‑way’s messages to customers and prospects. In North America alone, more than 600 account executives and more than 12,000 Driver Sales Representatives regularly distribute brochures highlighting Con‑way services to customers and prospects. It’s easy to see why these messages must be carefully crafted – and why the Con‑way brand must be presented in a unified and consistent manner.
To help achieve consistency, there are five areas that require stringent application: imagery, brand logo, typography, Brand Stripe and logo Trident.
All brochure projects must be initiated through the Con‑way Marketing Department. Call 734-757-1647 for details.
Imagery
Images should include a customer image, an image relevant to the content and an image related to the business unit. The use of the graphic elements of squares and blue bands should also be incorporated. The back cover background should be kept predominantly white.
Brand Signature
The appropriate Con‑way logo – corporate or operating company – and Brand Line (B1) must be displayed on the front page of all brochures, in the lower right hand corner.
Typography
Text in Con‑way brochures must use The Sans typeface. Diligent use of this font is crucial to creating a consistent approach for all Con‑way marketing communications.
Brand Stripe
All Con‑way brochures must utilize the Brand Stripe across the bottom of the front and back pages as shown. The page bottom is the only acceptable placement for the Brand Stripe. At the designer's discretion, the Brand Stripe may also extend through the inside of the brochure.
Logo Trident
The only acceptable placement is in the center of the back page. It must be 3.5" wide and positioned 4.25" from the top of the Brand Stripe to the bottom of the trident. The Con‑way website address should be .4375" from the top of the Brand Stripe to the baseline of the URL.