Advertising
As a global company, Con‑way advertises its services in publications throughout the world. In this environment, Con‑way uses compelling text and visuals to positively engage the reader, create an interest on their part in learning more, and ultimately support Con‑way’s selling process.
Consistency in our advertising approach will help strengthen the Con‑way brand, present a unified message, and provide strong efficiencies, as Con‑way messages are more instantly recognized in the publications.
Graphic consistency is applied in a number of ways: imagery and layout, typography, logo trident and Brand Stripe.
Imagery and Layout
Advertising concepts should utilize visual metaphors – unexpected, yet relevant images that stop the reader and compel attention. Whenever possible the color blue is used prominently in imagery.
The bottom of the visual bisects the ad at its halfway point. It is important to allow ample white space below the visual and to the left of the body copy.
Typography
Advertising headlines and body text must use The Sans typeface. Diligent use of this font is crucial to creating a consistent look and feel for all Con‑way advertising.
Logo Trident
The logo trident must be included in the top right-hand corner of every ad that is placed in U.S. and Canadian publications. When placed on a solid-color background, a 60% screen (opacity) of the white logo may be used.
Business Line Logo
The business line logo must be positioned at the bottom of every ad that is placed in U.S. and Canadian publications. For a standard-size full-page ad, the logo should be 2 1/4 inches wide and positioned 13/32 of an inch from the Brand Stripe.
Brand Stripe
All Con‑way advertising must utilize the Brand Stripe across the bottom of the ad as shown. This is the only acceptable placement for the Brand Stripe. For a standard-size full-page ad, the stripe is sized 1/2 inch tall and positioned 5/16 inch up from the bottom trim.