The logo is the face of our business. It is the most important expression of the brand. Utmost care has to be taken in its usage, representation and application. This section shows the correct way of using the logo.
Our logo
The logo must never be altered or tampered with. The logo consists of two elements – the Chicago Pneumatic ring and the Chicago Pneumatic name. Always ensure that the logo is clearly visible against the background.
Free space/restricted area
Minimum free space – print material
To ensure maximum prominence and legibility, the Chicago Pneumatic logo should always be surrounded by a minimum area of free space on all four sides. The size of the free space (X) is 70% of the Chicago Pneumatic ring height (Y).
If the height of the Chicago Pneumatic ring (Y) is 10 mm, then the free space (X) will be 7 mm. Refer to the illustration shown below.
Standard minimum free space around the logo
Minimum free space – digital usage and giveaways
Half of the free space (X/2) is used for display signs, promotional merchandize and digital applications.
Logo color usage
The permitted colors for the Chicago Pneumatic logo are Chicago Pneumatic red, black and white. No other colors should be used.
The logo consists of the Chicago Pneumatic ring in red and brand name in white on a black background.
The red Chicago Pneumatic ring stands for passion and should be used as much as possible. Therefore, black and white versions of the logo should only be used when color printing options are not viable or when there are no color printing options.
Standard usage
- Preferred use in all collateral
- Preferred for merchandise or promotional material where color printing is possible
Non-standard usage
- Preferred for single color printing
- Merchandise or promotional material
Black and white
Red background
Light background
Logo restrictions
Do not use the logo with color gradients or poor quality images.
Do not add any effects to the finished logo.
Do not place the logo on a white or black square.
Do not place the logo on a busy or dark background.
Do not modify the logo.
Do not alter the colors of the logo.
Do not change the proportions of the logo.
Do not outline the logo.
Do not attach text to the logo.
Do not split the logo.
Do not disregard the free space around the logo.
Do not change the orientation of the logo.
Do not use the CP ring by itself.
CP ring usage – exceptions
When you do not have enough space to use the Chicago Pneumatic logo in its entirety, you may use the Chicago Pneumatic ring in exceptional cases as described here.
Always use the correct CP ring and only on black, CP red and white backrounds as shown here.
Digital environment
- For social media avatars due to limited space
- For favicons due to limited space
- Wherever it is not possible to fit the full logo or where visibility is limited
Example: LinkedIn page
For certain cases with giveaways
- Only if enough space for the full logo is not there or if the circle offers differentiation (e.g., stickers)
Example: Website favicon
CP product logo
The product logo is created specifically for use on Chicago Pneumatic products and should be clearly visible on all products.
The product logo is not to be used for general branding or communication material. It is to be used solely for product branding.
For more details, refer to the product design guidelines on the Hub.
Note: The colors and branding on our products must be accurately depicted according to the current product branding guidelines.