Logo Usage—Guidelines

The Heil brand has a unique trademark and a unique representation of that trademark. It's called a logotype. To build awareness and get the most from advertising, the logotype should be used by itself whenever and wherever possible.

To help you enhance the Heil image and build awareness for our products, follow these guidelines:

• Use the Heil logotype only as available on this Web site.
• The brand logo and dealer logo must receive equitable treatment in all ads. Position so dealer is clearly the advertiser to call.
• The term "Heating and Cooling Products" should be used under the logotype. This term should be equal to the length of the logotype and large enough to be read easily.
• The Heil logotype should never be placed inside a box, circle or other shape that could be construed as part of the logotype. It should never touch, overlap or be used under any other word or design.
• The logotype may be used in positive or negative form, regardless of the background color, depending on which form will achieve the most contrast.
• The small registered trademark symbol ^® must be used every time the logotype is used. There are no exceptions.
• When the word "Heil" is used in any form other than the logotype, the ^® must be added to the first, or most prominent, use.
• If the Heil logotype is used with another logo, it should be positioned separately so it does not look like one design.
• The logotype can be enlarged as much as necessary. However, the logotype must never be reduced smaller than 3/16" high.
• Good reproduction quality is essential, so it's important that you do not try to reproduce the logo from a previously printed piece that is not camera-ready art.
• The electronic versions of the logo from this site can be used time and time again without losing quality.

Color Logo Specs
The Heil logotype should be printed in blue whenever practical. The Heil blue is PANTONE Matching System (PMS) 301, and the red is PMS 199. Most printers can match them when you specify these PMS numbers.

It is also important that you match the Heil blue and red as close as possible on vehicles, signs and other painted surfaces.

One-Color Printing
Many printed pieces are reproduced using only one color, so it is not always practical to use Heil colors. In this instance, any color is permissible, but the following rules apply:
1. When the logotype is used in positive form, it should be printed using the color in full strength. Do not "screen" the color.
2. There will be times when you will want the background to be a color, so it will be necessary to "reverse" the logotype. The word "Heil" will be blank, and the background will print in color. Do not screen the color.

Multicolor Printing
When printing a color piece, be sure to specify the correct PMS colors for the logo. If it is not possible to match the PMS colors, follow the rules listed above under One-Color Printing.