Logo Basics
The logo is an integral part of the corporate design and must therefore be used on all communication media.
The Kramer logo consists of three components:
figurative mark + word mark + claim.
Important:
The single components of the logo form a unit and must not be separated from one another, rotated to one another, disproportionately changed or croped.
The logo should be placed horizontally in any case. However, especially narrow media, such as DIN long flyers or flags (strong long distance visibility) also allow or even require a vertical use of the logo.
The Kramer logo is available for download in the media pool.
Kramer - standard logo, positiv
Kramer - standard logo, negativ
Kramer - standard logo, vertical
Mimimum size
The mimimum size/width of the logo with claim is 30 mm (1.18 inch).
Protected area
Purpose of the protected area around the logo is a clean, undisturbed branding.
No competing elements may be placed within the protected area.
The protected area is an esential part of the logo and it is scaled in relation to the size of the logo. The minimum size of the protection area is 1/3 of the figurative mark.
Kramer - logo protection area
Placement on backgrounds
The logo should always be easily perceptible. To ensure this, the contrast value to the background must be strong enough and therefore requires consideration. From about 40% of black the visibility is impaired. With even darker backgrounds the logo version "negative" is to be used.
100% Kramer yellow - positive
10% black - positive
60% black - negative
100% Kramer green- negative
30% black - positive
100% black - negative
100% municipal orange - positive
Colors of the logo
These are the defined colors of the logo. The colors must not be altered.
| figurative mark | figurative mark + word mark | figurative mark | figurative mark | |
 |  |  |  | |
| CMYK | 30/10/20/90 | 30/10/20/70 | 0/0/0/18 | 0/100/100/10 |
| RGB | 54/63/63 | 84/94/93 | 221/222/223 | 209/0/25 |
| HEX | #363F3F | #535E5D | #DDDEDF | #D10019 |
| PANTONE | 433 | Cool Gray 11 | 427/877 or 30 % Cool Gray 11 | 186 |
Dont's
The logo should only be placed and not modified. Modifications such as distortion, coloring, changing proportions, or placing the logo on a restless background is to be avoided. Legibility must be guaranteed at all times.
incorrect proportions
wrong format and color
coloring
wrong proportions
on restless background
File formats
All logos are available in several file formats. The listing below provides you with a guide line of which file format is to be used for which purpose:
- CMYK: for printing - digital / offset.
- PANTONE: for offset printing with special colors.
- RGB: for screen display as in presentations and the internet.
- Grey scale: for black and white applications such as fax sheets.
- Linear: for logos that are lasered, engravings, 1-color printing.
- Punch: for use in punching e.g. company signs.
Exceptions
Logo without claim
The use of the logo without claim is reserved to specified exceptions:
- display width of the logo of less than 30 mm (1.18 inch)
- on machines
- on machine models (analogous to the original machine, the packaging of the model must show the logo with claim)
- Signage at locations with the purpose of distance recognition (e.g. facade signs) – here the logo without claim is used to enhance legibility
Kramer logo - without claim
Logo narrow
On very small or narrow merchandising articles or for slim online banner this logo variant may be used if necessary.
Kramer logo - narrow
Figurative mark
In principle, the standard logo (with claim) must be used. It is possible though to use the figurative mark as a design element.
However, if the figurative mark is used, the standard logo must also be fully visible on the same medium.
Wacker Neuson Figurative Mark
It is possible to rotate and cut the figurative mark according to the following specifications:
- Inclination of the figurative mark: 26° counter-clockwise.
- The figurative mark may be cut on two sides: in relation to a 100 % width, a maximum of 15 % from the left, top or bottom side, and a maximum of 30 % from the right side. The "W" must remain recognizable.
The use of the figurative mark is intended for further exceptional cases:
- If the total size of the logo falls below 30 mm (1.18 inch) and the protection zone can no longer be maintained.
Special Logos
Special logos stand for themselves and can be communicated separately from the standard logos.
Kramer Finance
The special logo "Kramer Finance" is used when there is an alliance in the respective country with a financing partner, to whom the use of this logo has been contractually secured.
Another prerequisite for the use of this logo on documents is, that its content must be related exclusively with the subject of financing.
Kramer - Finance
Kramer Kids
Merchandising articles for the target group children are being branded with the Kids-Logo.
Kids Logo - positive, negative