ARA Brand Guide V11 3.28.19 PDF

American Rental Association
BRAND IDENTITY GUIDE
Updated: March 28, 2019

Contents
01 Introduction 05 Member Identification
Consistency Is Key . . . . . . . . . . . . . . . . . . . . . . . . . 3 General, Associate and
International Member Logos . . . . . . . . . . . . . . 32
02 About ARA
About ARA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 06 ARA Chapters
Core Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 State and Local
Positioning Statement . . . . . . . . . . . . . . . . . . . . . . 6 Association Logos . . . . . . . . . . . . . . . . . . . . 33-34
Tone of Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Logo Safe Area/Restrictions . . . . . . . . . . . . . . 35
Region Newsletters . . . . . . . . . . . . . . . . . . . . . . 36
03 Visual Identity
Evolving Our Identity . . . . . . . . . . . . . . . . . . . . . . . 8 07 Rental Management
Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Logo Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Logo Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Logo Size and Placement . . . . . . . . . . . . . . . . . 38
Logo Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Masthead Usage, Size and Placement . . . . . . 39
Logo Safe Area/Restrictions . . . . . . . . . . . . . . . 12 Masthead Color and Restrictions . . . . . . . . . . 40
Logo Placement . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Digital Logo Colors . . . . . . . . . . . . . . . . . . . . . . . . 41
Logo With Affinity Partners . . . . . . . . . . . . . . . . 13 Rental Pulse Logo Colors . . . . . . . . . . . . . . . . . 42
ARA Foundation Logo . . . . . . . . . . . . . . . . . . . . . 14 Rental Pulse Logo Size and Placement . . . . . 43
ARAPAC Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
ARA Insurance Logo . . . . . . . . . . . . . . . . . . . 16-17 08 The ARA Show
Color Palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Typography (Print) . . . . . . . . . . . . . . . . . . . . . . . . 19 Logo Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Typography (Web) . . . . . . . . . . . . . . . . . . . . . . . 20 Logo Size and Year Inclusion . . . . . . . . . . . . . . 46
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Logo Safe Area/Restrictions . . . . . . . . . . . . . . 47
Logo Placement . . . . . . . . . . . . . . . . . . . . . . . . . 48
04 Design Applications The ARA Show Signage . . . . . . . . . . . . . . . . . . 49
Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Events & Tents Logo Colors . . . . . . . . . . . . . . . . 51
Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Events & Tents Logo Size and Usage . . . . . . . 52
Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Events & Tents Logo Safe Area/Restrictions . 53
Email Signatures . . . . . . . . . . . . . . . . . . . . . . . . . 25
Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 09 Compliance
Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Themes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Registered Trademark Usage . . . . . . . . . . . . . . 55
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Brand Extension . . . . . . . . . . . . . . . . . . . . . . . . . 56
Apparel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Brand Compliance and Questions . . . . . . . . . . 57
Facility Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
2 American Rental Association | Brand Identity Guide MARCH 2019

A Consistent Brand Is a Strong Brand
The American Rental Association brand has meaning for everyone we touch. It represents
everything we strive to do for our members and the equipment and event rental community,
and it’s synonymous with the perceptions and expectations that come to mind when they
see or hear our name.
Our brand is our identity, and it’s one of our most valuable assets. That’s why it must be
protected. Every piece of communication, from emails and newsletters to brochures and
signage, is an opportunity to present ARA with a consistent look and tone that conveys
professionalism and quality. The more consistent we are, the stronger our brand will be.
This document provides guidelines for using the ARA brand in communication materials.
It’s designed to help you maintain the integrity of the brand with a consistent tone and high
visual standards, yet offer the freedom for creative flexibility within the brand parameters.
If you have any questions, contact Debby Schaller at debby.schaller@ararental.org.

About ARA
The American Rental Association is the international trade association for owners of equipment and event rental
operations and manufacturers and suppliers of rental equipment. Founded in 1955, ARA is the world’s leading source
for information and research, business resources, education, risk management, government affairs, networking and
marketplace opportunities for the equipment and event rental industry.
Core Purpose What We Cover Locations

To support the success of members We serve three broad rental categories: • ARA headquarters is in Moline, Ill.
and advance the equipment and event • ARA has an office in Washington, D.C.
• Construction and industrial equipment
rental industry. • ARA Insurance, a wholly-owned subsidiary
• General tool and homeowner equipment
of ARA, is in Kansas City, Mo.
• Party and event equipment
• Independent ARA Insurance agents are
Vision
located throughout the U.S.
Consumers and contractors will think of rental Members
first for their equipment and event needs.
ARA members are located in every U.S. state,
ARA and its members will deliver innovative
Canadian province and more than 30 countries
solutions for their customers by embracing
worldwide. Our membership includes:
technology and analytics, and ensuring the
safest work practices. • More than 10,000 rental businesses
• More than 1,000 manufacturers and suppliers
Who We Serve The Canadian Rental Association (CRA)

represents ARA’s Region 10.
We are an international trade association for:
• Equipment and event rental business owners
• Rental equipment manufacturers
and suppliers

Core Values
Our core values guide the decisions we make and how we behave as an organization. They define our culture, our
interactions with members and the equipment and event rental industry.
Support Respect Develop Represent Embrace

community and and embrace leadership through professionalism change and
networking. diversity. volunteerism. and integrity. continuous
improvement.

Positioning Statement
Our positioning statement provides a concise description of what we do and who we serve. To keep it simple
and memorable, we have streamlined this statement to focus on the key benefits of advancement/growth and
community. It conveys the value ARA provides while creating a greater emotional connection.
The positioning statement encapsulates these core ideas:

Advancing the equipment • ARA is a community of rental stores and partners that
are dedicated to the growth of the equipment and event
and event rental community. rental industry.

• ARA gives the industry a place to sell, train, tell our stories,
and give back. It’s where we create a better future for our
businesses and positive impact in our communities.
• On the ARA website, the logo may be used in conjunction
with the positioning statement. When possible, use the
vertical treatment.
Advancing the equipment

and event rental community.
Advancing the equipment and event
rental community.

Tone of Voice
Beyond a visual identity, brands have a personality and communication style. By using the same tone of voice for
the ARA brand in writing and in speech, we reinforce the strength of our brand. ARA’s tone of voice is friendly and
straightforward, just like our members.
OUR VOICE IS: OUR VOICE IS NOT:

NOTE: We are at the heart of a community,
Friendly Formal always connected to the people we serve, so
it makes sense to communicate in the first
Straightforward Corporate person (we, us, our) rather than third person
(the association, its) when we refer to ARA.
Knowledgeable Complex We also prefer to address the reader directly
(you, your) rather than generally (members,
Supportive Unapproachable them) when appropriate.
Collaborative Impersonal
Positive Forced
Warm Cold
Conversational Unnatural

Evolving Our Identity
To support our strategic plan, we are committed to streamlining our communications with more cohesive branding
and messaging throughout our organization. Modernizing our brand also supports our efforts to bring the next
generation of rental owners and professionals into our community.
Clarity, Simplicity, Community and Confidence
The four ideas listed above drove our thinking as we worked to

evolve the ARA logo for the future. Rest assured that we didn’t
take this process lightly or change it simply to make a change.
This was a deliberate choice to maintain and respect the ARA
identity while also creating modern appeal for the future.
The triangles pay homage to the past logo. The strong triangular
shape conveys balance and harmony, showing organic movement
while also representing the three equipment rental categories we
serve. It also symbolizes a connected and integrated community
that works together.
The mark is paired with text in a friendly, modern font. This

streamlined combination is designed to work well with other ARA
sub-brands (such as the ARA Foundation, ARAPAC and ARA
Insurance) — creating a strong, cohesive brand family.
The colors are also a new interpretation of the traditional ARA

palette — combining the distinctly American red and blue with a
modern shade of gray for added sophistication.

Logo Usage
The American Rental Association (ARA) logo is the signature of the Association. It is made up of two elements:
the logo mark and the logotype. These elements are used together as shown below and should not be separated
or used independently. Special exceptions to this rule apply. For example, when the mark is used in ARA sub-brand
logos, such as the Rental Management masthead, it can be used independently. Please contact the Marketing
Department at ARA for approval to use the mark independently.
The preferred way to represent our brand is with the freestanding color logo on a white or light gray
background. This mark consists of a combination of text and graphic elements that should not be
manipulated, deconstructed or altered in any way without prior approval from ARA.
No deviation of the logo or individual graphic components of it can be used for other applications.
The logo must be used in its entirety or not at all. If there is a special request to use a portion of the
logo, it must be approved by the VP of Marketing.

Logo Colors
The ARA logo may be used in these approved formats:
Color Black/Reversed (White)
The logo may be used in black on a

white background or reversed out of
a dark background as long as there
is enough contrast between the logo
and the background so that the logo
is legible.
Note: The single-color logo should not

be used in any other color than black
and white without approval from ARA.
Specialty ink colors (such as metallic),
varnishes, emboss/deboss and other
print applications may be considered;
please contact ARA for approval.
PMS 294 1795 7544
CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
When reproducing the ARA logo in color is not an option, it may be
40%
reproduced in shades of gray.
80%
60%
80% Black 60% Black 40% Black

Logo Size
Size
When the logo is used at a width of 1 inch or less, the logo version without the text “American Rental Association” should be used.
As long as an .eps file is used in large sizes, there is not a maximum size for the logo.
The same rules apply to the sub-brand logos with the exception of the ARAPAC logo. The ARAPAC logo should not be smaller than 1.5 inches.
For embroidery and screenprinting (for materials other than paper), the ARA logo and sub-brand logos should not be smaller than 1.5 inches.
The ARAPAC logo should not be smaller than 2.25 inches.
In situations where the ARA logo must appear next to a sub-brand logo, the ARA logo should be equal to or larger than the sub-brand logo.
1.5 Inches Across 1.5 Inches Across 1.5 Inches Across 1.5 Inches Across
1 Inch Across 1 Inch Across 1 Inch Across 1 Inch Across

Logo Safe Area
NOTE: These guidelines apply to the
ARA logo and all ARA sub-brand logos.
Buffer
SAFE AREA
The logo may only be used on an

uncluttered background and must
be separated on all sides from
other text or graphic elements by
a safe area equal to the height of
the “A” in “ARA.”
Restrictions
Do not substitute any other colors Do not embellish the logo with a Do not stretch or distort the logo Do not place the logo over a
for the approved logo colors. drop shadow or any other effects. in any way. cluttered background.
Do not use the logo at an angle. Do not use the logo at an opacity Do not apply a gradient effect to Do not allow the logo to bleed
of less than 100 percent the logo. Always use solid color. off the edge of the page. Always
(semi-transparent). maintain the minimum safe area.

Logo Placement
NOTE: These guidelines apply to the ARA logo
and all ARA sub-brand logos, except ARAPAC.
Placement
In print advertising and collateral material, the

preferred logo position is in the bottom right or
upper left corner of the page (be sure to leave Logo
the minimum safe area between the logo and
the edge of the safe area/page).
Logo
With Affinity Partner Logos
When the ARA logo is used in an ad or publication with an affinity

program partner logo, it should be the first priority in the hierarchy of EXAMPLE
order, size, etc. Here are some best practices to keep in mind:
• The ARA should be the same size as or larger than any other logo on
the page (partner logos should never be larger than the ARA logo).
• The ARA logo should always appear first (the partner logo should be
placed to the right of or below the ARA logo).
• Never combine the ARA logo with another logo in a “lockup.” Always
leave at least the minimum amount of required free space around the
ARA logo.

Sub-Brand Logos ARA Foundation
NOTE: The ARA Foundation logo may be used in these approved formats. All other
guidelines for the ARA logo also apply. See page 11 for size requirements.
The logo may be used in black on a white background or reversed out of a

dark background as long as there is enough contrast between the logo and
the background so that the logo is legible.
PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
40% When reproducing the ARA Foundation logo in color is not an option, it may
80% be reproduced in shades of gray.
60%

Sub-Brand Logos ARAPAC
NOTE: The ARAPAC logo may be used in these approved formats. All other
guidelines for the ARA logo also apply. See page 11 for size requirements.

PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
40% When reproducing the ARAPAC logo in color is not an option, it may be
80% reproduced in shades of gray.
60%

Sub-Brand Logos ARA Insurance
NOTE: The ARA Insurance logo may be used in these approved formats. All
other guidelines for the ARA logo also apply. See page 11 for size requirements.

PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
40% When reproducing the ARA Insurance logo in color is not an option, it may
80% be reproduced in shades of gray.
60%

Sub-Brand Logos ARA Insurance (cont.)
NOTE: The ARA Insurance logo may be used in these approved formats. All
other guidelines for the ARA logo also apply. See page 11 for size requirements.

PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
When reproducing the ARA Insurance logo in color is not an option, it may
be reproduced in shades of gray.
40%
80%
60%

Color Palettes
Primary Color Palette
These three colors are used within the ARA

logo and will be used in every design piece.
Consistent use of the primary palette
helps reinforce the brand and establish an
immediately recognizable brand look.
PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Secondary Color Palette
Accent colors are used to reinforce the

primary palette by creating additional
design flexibility, interest and harmony.
They most often come into play for
categorization or labeling needs.
PMS 7542 279

CMYK 24 4 8 13 68 34 0 0
RGB 164 188 194 65 143 222
HEX #A4BCC2 #418FDE

Typography Print Applications
Type is a powerful brand tool that when used consistently helps establish brand identity. To ensure consistency and
readability, use only the type families shown here in all ARA brand marketing communications.*
Gotham Arial
The approved font for most print communications is Gotham. All five weights can be used to differentiate In situations where Gotham is not
text or create emphasis, but the majority of communications should use Book or Medium. Only the ARA available, Arial may be substituted. Arial
Design team will have access to all fonts. ARA staff outside the design team will only have access to Regular should be used as the default font
Gotham Light, Gotham Medium, Gotham Bold and Gotham Black. As a general recommendation, body style for a majority of communications.
text/leading should not be less than 8 pt/10 pt to ensure readability, but exceptions can be made for
certain applications (such as legal disclaimers). Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gotham Light Gotham Light Italic abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 Arial Italic
Gotham Book Gotham Book Italic abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 Arial Bold
Gotham Medium Gotham Medium Italic abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 Arial Bold Italic
Gotham Bold Gotham Bold Italic abcdefghijklmnopqrstuvwxyz
1234567890 1234567890
Gotham Black Gotham Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
*Different font families apply for select ARA brands, including Rental Management Magazine and The ARA Show (formerly The Rental Show).

Typography Web & Email Applications
Web - Montserrat
The recommended font for Web communications (like websites) is Montserrat.* All eight weights can be used, but the majority of communications should use
Montserrat Regular. Other styles can be used to differentiate text, create emphasis or dictate the style/tone of the piece. As a general recommendation, body text/
leading should not be less than 16 pixels to ensure readability, but exceptions can be made for certain applications (such as legal disclaimers).
Montserrat Thin Montserrat Thin Italic Montserrat Extrabold Montserrat Extrabold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890 1234567890
Montserrat Light Montserrat Light Italic Montserrat Black Montserrat Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890 1234567890
Montserrat Regular Montserrat Italic

1234567890 1234567890
Email - Arial
Montserrat Medium Montserrat Medium Italic
The recommended font in Real Magnet and
other emails is Arial. (see p. 19 for font example)
1234567890 1234567890 Rental Pulse is an exception.
Montserrat Semibold Montserrat Semibold Italic

1234567890 1234567890
Montserrat Bold Montserrat Bold Italic

1234567890 1234567890
*Different font families apply for select ARA brands, including Rental Management Magazine and The ARA Show (formerly The Rental Show).

Photography
The images we use convey our personality and should be consistent with real situations in the equipment and event
rental industry. Use positive imagery that appropriately represents our members and their customers (e.g., in terms
of their clothing, setting and equipment used).
Best practices to keep in mind:

• When using equipment photos or
stock photography, try to select
photos that are consistent with the
overall feel of the ARA brand.
• Try to include photos with people
in them, when possible. In a major
image piece, showing at least one or
two people is preferred.
• Clothing should be realistic for our
industry (casual or business casual,
not corporate suits and ties).
• If rental equipment is in use in
the photo, make sure appropriate
required safety precautions are
taken (e.g., eye protection, hard
hats, hearing protection, gloves,
safety harnesses, etc.).
• If new photos are taken for use in
marketing pieces, be sure to have
each person sign a photo release.
• Remove manufacturers’ names
from equipment.
Note: Separate guidelines apply

for Rental Management.

Letterhead
For brand consistency, all ARA correspondence should have a uniform look.
1900 19th St., Moline, IL 61265

• On letters, the ARA logo is placed in the
300.764.2475 | 800.334.2177
ARArental.org
upper left hand corner. The logo should never
be combined with any other element.
• The ARA Headquarters street address, phone
number and website are placed in the upper
left hand corner, below the logo.
• Margins should be set at 1" (top and bottom)
and 1.25" (left and right).
• Use only the Gotham or Arial fonts.
• For digitally distributed items, the black or
grayscale ARA logo may be used.
• If a second page is required, use a blank page.
• An uncoated, white, smooth sheet such as
Classic Crest, Lynx or similar is best.

Business Cards
• On all business cards, the ARA logo is placed on the

back. The logo must never be combined with any
other element.
• The individual’s name, title and contact information
(e.g., office phone and email) are placed on the front
of the card. The ARA Headquarters street address,
Advancing The Equipment & Event Rental Community phone numbers and website are placed on the front
of the card.
• White, uncoated 120 lb (or thicker) paper stock is
recommended.
FRONT
Tracy Johannsen
Director, Marketing & Communications
e tracy.johannsen@ararental.org
p 309.277.4270; 800.334.2177, Ext 270
1900 19th St.

Moline, IL 61265
ARArental.org
BACK

Envelopes
• On envelopes, the ARA logo is placed

in the upper left hand corner. The logo
should never be combined with any
other element.
1900 19th St., Moline, IL 61265
• The ARA Headquarters street address
is placed below the logo.
• Use only the Gotham or Arial fonts.
• For one-color printing, the black or
grayscale ARA logo may be used.
NO. 10 ENVELOPE

Email Signatures
• Signatures will use the Arial font

• Recommended body copy size for emails is
12pt. Details within the signature line can be
smaller if needed so the full signature is not
too large.
SAMPLE EMAIL SIGNATURE

Presentations
A PowerPoint template with a number of predefined layouts is available to use for ARA presentations. On any slides
you create, try to create a good balance between images, text and white space on the slides. Whenever possible, split
large amounts of text into multiple slides to keep the content easier to read and digest. If there is too much content,
the audience’s attention will be focused on reading rather than listening to what you have to say.
Tempos Exeremquis ea Dolor Tempos Exeremquis ea Dolor

Ebitam solores tiatis es estisti scitiam Ebitam solores tiatis es estisti scitiam
Presentation Title • Tempos exeremquis ea dolor aut

ium urerro estrum ut iur?
• Tempos exeremquis ea dolor aut
ium urerro estrum ut iur?
Will Go Here • Cullaci liatureictur at. • Cullaci liatureictur at.
PRESENTED BY SOMEBODY • Ique alique magnam, si aspicitas • Ique alique magnam, si aspicitas
quame nos apel id quo beatiur? quame nos apel id quo beatiur?
November 7, 2018
• Rillestotae volor ratem que ped • Rillestotae volor ratem que ped
que rehendem quisto quia pe eos que rehendem quisto quia pe eos
dolore, sitis parum et qui si omolor dolore, sitis parum et qui si omolor
endande stionse. endande stionse.
Confidential - Not for Distribution Last Updated 00/00/00 © 2018 ARA Confidential - Not for Distribution Last Updated 00/00/00 © 2018 ARA Confidential - Not for Distribution Last Updated 00/00/00 © 2018 ARA
TITLE SLIDE CONTENT SLIDE CONTENT SLIDE
For ARA Insurance, the ARA Foundation and Rental Management, the template will be the same in regard to design
and logo placement.

Video
All specifications within this guide (e.g., fonts, colors, logo usage) also apply to videos.
To maintain consistency throughout our video productions, please limit the number of fonts used in a video to no
more than two or three. In addition, the most-used font(s) in each video must be brand fonts. See the Typography
section in this guide for details.

Websites
For all ARA and ARA-affiliated (e.g., ARA sub-brand or chapter) sites, the recommended position of the ARA logo
is in the upper left corner for best identification and exposure. When referencing the ARA website in text, capitalize
“ARA” in the URL as shown here: ARArental.org
Logo

Social Media
All specifications within this guide (e.g., fonts, colors, logo usage) also apply to social media accounts/pages.

Apparel
Any apparel on which the ARA logo appears should be visually appealing, professional and consistent with our brand.
Please follow these guidelines when embroidering or printing the ARA logo on apparel.
• There must be sufficient contrast

between all of the logo colors and the
background color. The full-color logo
should only be used on white apparel.
You may also reverse out a white logo
on apparel in any color in ARA’s primary
palette (ARA blue, red or gray), as well
as black. Additional apparel colors may
be chosen for special internal events with
prior approval from Debby Schaller, VP
of Marketing.
• On shirts, place the logo on the upper
left chest.
• The logo should be no smaller than
2 inches wide.
• On hats, place the logo on the front,
centered. If a partner logo is used on the
front, the ARA logo may be placed on
the back.
• Each year, ARA may choose to provide
a shirt to staff in a color from The ARA
Show palette. On these shirts, The ARA
Show logo will be placed on the sleeve
and the ARA logo will be placed on
the chest.

Facility Signage
There are two key considerations for creating facility signage. First, it must be created at a size and of a material
that is clearly visible (for exterior signage, it should be easy for drivers to see from the road). Second, care should
be taken to reproduce the brand colors as accurately as possible. Work with your sign vendor to match the colors
specified in this guide with the material and substrate being used. One-color signage with the logo in alternate
materials (such as brushed chrome) may be acceptable with approval from ARA.

ARA Member Identification
ARA member designation logos are available in color and black for members to use in their marketing and
advertising efforts. Showing membership in a industry-leading organization demonstrates support for the equipment
rental industry, which can strengthen credibility with customers and prospects.
Color
Black

ARA Chapters State and Local Association Logos
ARA currently has active state and local associations. To establish a clear, consistent connection between ARA and
individual chapters, please follow these logo guidelines.
Color
The ARA chapter logo consists of the mark and “ARA”

in text, above the “of ___________” modifier set in
Gotham Bold, right-justified. The logo colors are the
same as the colors used in the ARA logo.
PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692

ARA Chapters State and Local Association Logos (cont.)
Black/Reversed (White)
The ARA chapter logo may be used in black on a white
background or reversed out of a dark background as long
as there is enough contrast between the logo and the
background so that the logo is legible.
Note: The single-color logo should not be used in any other

color than black and white without approval from ARA.
Specialty ink colors (such as metallic), varnishes, emboss/
deboss and other print applications may be considered;
Grayscale
40%
When reproducing the ARA chapter logo in
80%
color is not an option, it may be reproduced in
shades of gray.
60%

ARA Chapters State and Local Association Logo Usage
Buffer
SAFE AREA
The ARA chapter logo may only be

used on an uncluttered background
and must be separated on all sides
from other text or graphic elements
by a safe area equal to the height of
the “A” in “ARA.”
Restrictions

ARA Region Newsletters
When creating a newsletter, place the ARA logo in the upper left corner of the masthead.

Rental Management
NOTE: The Rental Management logo may
be used in these approved formats.

The full-color logo must be run in the approved ARA brand colors and on a The logo may be used in black on a white background or reversed out on a
background that coordinates with the ARA brand colors. dark background as long as there is enough contrast between the logo and
PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
When color is not an option, the Rental Management logo may be
40% reproduced in shades of gray.
80%
60%

Rental Management (cont.)
Size
The logo may be scaled to any size as long as it is still legible and not distorted.
Placement
• Within magazine content and other print marketing materials, the
preferred logo position is in the bottom right or upper left corner of the
page.
Logo
• In digital marketing materials such as web banners, the preferred logo
position is at the top or to the right.
• On the website, the logo must be placed in the upper left corner.
• In all placements of the logo, the minimum safe area between the logo
and the edge of the safe area/page should be maintained.
Logo
References in Text
When referring to the publication in text, the words Rental Management should be in italics. It should not otherwise be treated differently than the surrounding
text (e.g., not bold if the surrounding text is not bold, bold if the surrounding text is bold).

Rental Management Masthead
Usage
The Rental Management masthead may only be used in these approved formats:
• Cover of the magazine

• Fake covers of the magazine
• Cover of the media kit (if deemed necessary)
NOTE: The date on the masthead must match the publication date. When not
running on a publication, the date will not run on the masthead.
Size
Always use at 100 percent actual size. Do not resize or scale.
Placement
The top of the masthead must be placed 0.5” from the top trim of the magazine
and centered between the face and gutter.

Rental Management Masthead (cont.)
Color
The masthead text may run in any color but must remain all one color. The masthead is the ONLY
exception to the rule on colors.
NOTE: The masthead can be placed on any color background on the cover.
Restrictions
Do not substitute any other colors Do not embellish the logo with a Do not stretch or distort
for the approved logo colors. drop shadow or any other effects. the logo in any way.
Do not use the logo at an opacity Do not apply a gradient effect to

of less than 100 percent the logo. Always use solid color.
(semi-transparent).

Rental Management Digital
NOTE: The Rental Management Digital logo may be used in these approved formats.
All other guidelines for the Rental Management logo/masthead also apply.

PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
40%
When color is not an option, the Rental Management Digital logo
80% may be reproduced in shades of gray.
60%

Rental Pulse
NOTE: The Rental Pulse logo may
be used in these approved formats.

PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
40%
When color is not an option, the Rental Pulse logo may be
80%
60%

Rental Pulse (cont.)
Size
Placement
The logo can be used in the Rental Pulse weekly email, on the Rental Pulse website,
inside contents of the magazine (when necessary), and on marketing elements.
• In email, the preferred logo position is in the upper left corner.
• On the website, the logo must be placed in the upper left corner.
• Within magazine content and other print marketing materials, the preferred logo
position is in the bottom right or upper left corner of the page.
• In digital marketing materials such as web banners, the preferred logo position is at
the top or to the right.
• In all placements of the logo, the minimum safe area between the logo and the edge
of the safe area/page should be maintained.
References in Text
When referring to the publication in text, it should always be two words with the “R”
in Rental and the “P” in Pulse capitalized as follows: Rental Pulse. No special type
treatments should be used to set it off from surrounding text (no italics and not bold,
unless the surrounding text is bold).

The ARA Show
The ARA Show logo is the insignia of the event. It is made up of a combination of text and graphic elements
that should be used together as shown below and should not be separated, used independently, manipulated,
deconstructed or altered in any way. The logo must be used in its entirety or not at all. If there is a special request
to use a portion of the logo, it must be approved by the Marketing Department.
The preferred way to represent the show is with the freestanding color logo on a white background.
No deviation of the logo or individual graphic elements of it can be used for other applications
without prior approval from the VP of Marketing.

The ARA Show (cont.)
NOTE: The ARA Show logo may be
used in these approved formats.

Each year, The ARA Show theme and color palette may change, which is The logo may be used in black on a white background or reversed out on a
why the logo incorporates a white background. dark background as long as there is enough contrast between the logo and
NOTE: The single-color logo should not be used in any other color than black
or white without approval from ARA. Specialty ink colors (such as metallic),
varnishes, emboss/deboss and other print applications may be considered;
PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale 40%
When color is not an option, The ARA Show logo may be

60%
80%

Size
The logo must also be greater than 1” across to ensure the event location and year is legible.
Inclusion of Location and Year

The version of the ARA Show logo that includes the event location
and year (e.g., Anaheim 2019) should be used a majority of the
time, except for when it is referring to the show in a general sense
or when it is talking about a future year of the show.
ANAHEIM 2019
On ARA website or in collateral, Signage, collateral, etc

when talking about ARA. for a specific show.
Signage, collateral, etc that is
used year after year.
References in Text
When The ARA Show is referenced in text, it should be written as “The ARA Show” with no special type treatment to set it off from the surrounding text (e.g., no
italics and no bold, unless the surrounding text is bold). The letter “T,” “ARA” and the letter “S” should be capitalized.

Buffer
SAFE AREA

uncluttered background and must be
separated on all sides from other text or
graphic elements by a safe area equal to
the height of the “A” in “ARA.”
Restrictions
Do not substitute any other colors Do not embellish the logo with a Do not stretch or distort the Do not place the logo over a
for the approved logo colors. drop shadow or any other effects. logo in any way. cluttered background.

Logo Placement EDUCATION & TRAINING

PRODUCTS/PROGRAMS
In print advertising and collateral material, the

preferred logo position is in the bottom right or
upper left corner of the page. However, the logo
can be placed in the center in some instances.
Be sure to leave the minimum safe area between

the logo and the edge of the page. Any deviation Education at The ARA Show
from this placement will require approval from The Rental Show 2018 in New Orleans offers two unique opportunities for rental-specific learning.
Events & Tents – Saturday, Feb. 17
Marketing.
This pre-show workshop is designed exclusively for those in party and event rental. The 2018 schedule will offer targeted
sessions, many focused on specific items in your event rental inventory. This is a separate program with an additional
registration cost. Register early to ensure your spot!
Members-only resource
8 – 9 a.m. 1:45 – 2:15 p.m.

Welcome Continental Breakfast and Opening • Protect Your Vinyl
Session – Energize Your Future • Handle With Care: Dishes and Glassware
Presented by Cindy Novotny
THE CALIFORNIA WAY

1:45 – 3 p.m.
9:15 – 10:30 a.m. • Breakthrough Selling Outside of Your Comfort Zone
• Linen Care and Handling Done Right
• Generating Electricity for a Backyard Party 2:30 – 3 p.m.
• Prepare Your Business for Success • It’s Moving Day – Every Day
2019 EXHIBITOR PROSPECTUS 10:45 a.m. – Noon
• Showcasing Your Inventory
• Tents, Tents, Tents – Which One Is Right for You? 3:15 – 4:30 p.m.
• Extend the Life of Your Inventory Closing Session – Candid Conversations
• Creative Selling Techniques That Engage Customers
6 – 8 p.m.
12:15 – 1:30 p.m. Events & Tents Reception – Grand Oaks Mansion at
Networking Lunch Mardi Gras World
ANAH E I M , CALI F. ANAHEIM 2019
FEB. 17-20, 2019

1
When to use The ARA Show Logo With the ARA Logo
For show-specific collateral, use only the ARA Show logo. The ARA logo is not needed. Be sure to leave the minimum safe area between the logo and the edge
of the safe area/page.
For other advertising materials and collateral pieces that are not specific to The ARA Show, both the ARA logo and The ARA Show logo can be used as long
as they are not positioned next to each other. The logos may appear together in approved placements (for example, in an About ARA brochure, when listing
aspects of ARA such as the ARA Foundation, The ARA Show, etc.).

The ARA Show Signage
When placing the ARA logo, The ARA Show logo, the Events & Tents logo and the ARA Foundation logo on signage,
please be aware of the following guidelines.
Backgrounds
• On signage, using the full-color logo on a white background is the
preferred treatment.
• The full-color ARA Show logo has a white background and may be
used on a solid-color background from the show palette.
• All of the logos may be reversed out in white when on a solid-color
background.
• If the logo is to be reversed out of a photo, care must be taken to
ensure the logo is placed in a clean, uncluttered area (such as the sky).
Ideally, the background photo should be simple and uncluttered or
have an effect applied to ensure it supports the logo(s) rather than
competing with it/them.
• When The ARA Show logo is present, the ARA logo is not required.

The ARA Show Signage
When placing the ARA logo, The ARA Show logo, the Events & Tents logo and the ARA Foundation logo on signage,
please be aware of the following guidelines.
Logo Placement
• Be sure to leave the required safe area around all sides of each logo.
• For standard signs, the ideal logo placement is in the top left or bottom right
corner. For digital signs, the ideal placement is in the top left or right corner.
• On large, wide screens, such as in meeting rooms, it is acceptable to center the
logo in the upper portion of the screen for best visibility throughout the room. Beach Party!
• Use each logo only once on the sign; do not use logos in a repeating pattern. GRAND PRIZE
Any deviation from these placement guidelines will require approval from the BEACH VACATION
Marketing Department. GETAWAY PACKAGE
($5,000 Value)
$100 raffle ticket
File Resolution
Always use high-resolution logo files for print and digital signage. Additional Raffle Prizes
Tiffany’s Pearl Necklace & Earrings
White Gold Diamond Necklace & Earrings
A Golf Enthusiast Package
Authentic California Wine Packages
$50 raffle tickets

Events & Tents
NOTE: The Events & Tents logo may be used in these approved
formats. All other guidelines for The ARA Show logo also apply.

PMS 294 1795 7544

CMYK 100 69 7 30 0 96 93 2 35 14 11 34
RGB 0 47 108 210 38 48 118 134 146
HEX #002F6C #D22630 #768692
Grayscale
40% When color is not an option, the Events & Tents logo
80% may be reproduced in shades of gray.
60%

Events & Tents (cont.)
Size
Usage
The logo can be used in The ARA Show planner and on marketing 2018 EVENTS & TENTS
SATURDAY FEB. 17 EVENTS
elements related to the event.
8 – 9 a.m. & TENTS
FRIDAY FEB. 16
Location is the Ernest N. Morial Convention All pricing is per person. The workshop
Center unless otherwise indicated. Breakfast: 8 – 8:30 a.m. Opening Session: 8:30 – 9 a.m.
is a separate program for ARA rental
business members only.
1 – 5 p.m. REGISTRATION OPEN Welcome Continental Breakfast and Opening
4 – 5:30 p.m.
Session: Energize Your Future
CERP (Certified Event Rental Professional) Program Testing
Cindy Novotny, Master Connection Associates, Rancho Santa
Pre-registration required. Also offered Tuesday, Feb. 20, at 8 a.m. See page 8 for details.
Margarita, Calif. REGISTRATION
Sponsored by Allmand Bros., Atlas Copco Construction Equipment
$
300
and Rainier Industries
SATURDAY FEB. 17 Enthusiasm, passion and

zest for life are core to THROUGH OCT. 31
7 a.m. – 5 p.m. REGISTRATION OPEN Cindy Novotny’s reason for
$
350
8 – 9 a.m. Welcome Continental Breakfast and Opening Session living, and it is contagious!
Energize Your Future – Presented by Cindy Novotny She will inspire you to be
Breakfast 8 - 8:30 a.m.; Opening Session 8:30 – 9 a.m. fully engaged in your life’s
journey by taking control NOV. 1 - FEB. 17
9:15 – 10:30 a.m. Linen Care and Handling Generating Electricity for Prepare Your Business of your professional and
Done Right a Backyard Party for Success
personal destiny. Cindy
Rental industry panel Rental industry panel Rental industry panel
RECEPTION
will wake you up and start
your day with motivation
10:30 – 10:45 a.m. BREAK as she shares her secrets (optional)
10:45 a.m. – Noon Tents, Tents, Tents – Extend the Life of Your Creative Selling Techniques to managing her life
Which One Is Right for You?
Rental industry panel
Inventory
That Engage Customers
and business while on the road 50 weeks a year. If she can stay
motivated while living with no balance and loving it, you can too! Are ATTENDEE
$
50
you ready to start your day with a dose of Cindy?
12:15 – 1:30 p.m. NETWORKING LUNCH An icon in the hospitality industry, Cindy Novotny is the founder of
1:45 – 2:15 p.m. Protect Your Vinyl Handle With Care: Breakthrough Selling Outside Master Connection Associates (MCA) and is an international leader THROUGH JAN. 2
Rental industry panel Dishes and Glassware of Your Comfort Zone in sales, leadership and customer service. She has been recognized
65
Rental industry panel Cindy Novotny
$
by the Association for Talent Development as one of the most
powerful, innovative and passionate speakers in the industry. Cindy
2:30 – 3 p.m. It's Moving Day – Every Day Showcasing Your Inventory
has become a “radical mentor” for thousands of executives around
Rental industry panel Rental industry panel
the world. Her ability to “close the gap” with senior executives and JAN. 3 - FEB 17
line employees has made MCA a leader in many industries. Cindy is
3 – 3:15 p.m. ICE CREAM BREAK
responsible for the leadership of all MCA trainers and consultants,
3:15 – 4:30 p.m. Closing Session – Candid Conversations
and develops her team to go far beyond customers’ expectations. GUEST
Visit cindynovotny.com and follow @cindynovotny on Twitter.
of Events & Tents Attendee
6 – 8 p.m. EVENTS & TENTS RECEPTION (limit of two tickets)
70
Grand Oaks Mansion at Mardi Gras World
Optional. Advance registration and ticket required.
$
THROUGH JAN. 2
Events & Tents is an exclusive workshop focused specifically
$
80
on the event rental industry. This is a separate program
with an additional registration cost.
JAN. 3 - FEB 17
3 T H E R E N TA L S H O W.C O M 4

Logo Safe Area
Buffer
SAFE AREA

uncluttered background and must be
separated on all sides from other text or
graphic elements by a safe area equal to
the height of the “E” in “Events.”
Restrictions

Themes
On occasion, ARA logos may be combined with a theme when promoting an event or an ARA program. Such themes
do not constitute a tagline or positioning statement and may change on an annual basis. The theme may have a
unique color palette, typography and photography that correspond to the theme and may include a recommended
style guide.
Examples of situations where a theme might be appropriate include the following:
• The ARA Show

• ARA Leadership Conference
• Young Professionals Conference
• Women in Rental Conference
• Technology Conference
• Certified Event Rental Professional (CERP)
Any theme developed for ARA events or programs must be approved by the Marketing Department.

Trademarks
The American Rental Association logo and the ARA Foundation logo are federally registered trademarks.
See below for guidelines on when to use the logo with ® as shown to protect our intellectual property.
N
In marketing communications material, use the logo
D ® O with the ®.
BD : NEE S?
T LOGO
In type, use American Rental Association (R) for the
M ARKS first mention. It is not required on every instance
DE
throughout the piece — in fact, overuse may actually
R TR A ?
add clutter and detract from the aesthetic appeal.
OTHE TO LIST

Brand Extension
The following chart summarizes how we approach our brands and why we create specific types of marks for different
applications. Contact Debby Schaller, VP of Marketing, for assistance when introducing a new program, service or
other resource. Please note that all types of mark should utilize the ARA brand color palette.
Audience Exclusively ARA member-facing Beyond ARA members
Application Business entity or revenue stream Programs, services and other Events, publications and other
resources properties with broader audiences
Rationale For ARA’s core business entities, The programs and services we Some properties represent
the ARA logo should be prominent. create should build the ARA brand, opportunities to reach audiences
This clearly recognizes the entity as not create confusion. ARA should beyond our target ARA membership.
part of our organization and adds be credited for these resources and When the reach and scale of the
credibility. recognized for offering them as a product is best served by a unique,
benefit. Incorporating the ARA mark recognizable and marketable mark,
as a secondary element creates we create a custom visual identity.
consistency.
Type of Mark ARA logo prominent with secondary Type treatment prominent with ARA Separate, unique identity mark
text listing business entity mark and secondary descriptor text
Examples ARA Foundation Professional Driver Education The ARA Show

ARA Insurance Program Rental Management
ARAPAC Certified Event Rental Professional Rental Management Digital
Program (CERP) Rental Pulse
Rental U Rental HQ
Rental Profitability Program
Young Professionals Network

Brand Compliance and Questions
Logo files are available for download from the ARA website at ARArental.org. You may also contact us with
questions.
For all communications, this guide is the place to start. Use your best For brand usage questions and approval, please contact:
judgment to determine whether your brand usage falls within the
guidelines specified here. For example: Debby Schaller
• Is there ample free space around the logo? Vice President of Marketing
800.334.2177, Ext 275
• Have you used the correct brand colors and fonts? debby.schaller@ararental.org
• Is the tone of voice consistent with the image we strive to project?
Tracy Johannsen
We also understand that it is impossible to anticipate and address Director, Marketing and Communications
every brand application here, so please feel free to contact us with your 800.334.2177, Ext 270
questions. tracy.johannsen@ararental.org
If the intended use clearly falls outside our specified brand guidelines Sheila Boyd
(e.g., special ink colors, simulating our logo in a photo, etc.), please Design Manager
submit it to ARA for approval. 800.334.2177, Ext 256
sheila.boyd@ararental.org

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American Rental Association

BRAND IDENTITY GUIDE

Updated: March 28, 2019

2 American Rental Association | Brand Identity Guide MARCH 2019

If you have any questions, contact Debby Schaller at debby.schaller@ararental.org.

3 American Rental Association | Brand Identity Guide MARCH 2019

Core Purpose What We Cover Locations

Who We Serve The Canadian Rental Association (CRA)

4 American Rental Association | Brand Identity Guide MARCH 2019

Support Respect Develop Represent Embrace

5 American Rental Association | Brand Identity Guide MARCH 2019

The positioning statement encapsulates these core ideas:

and event rental community. rental industry.

Advancing the equipment

6 American Rental Association | Brand Identity Guide MARCH 2019

OUR VOICE IS: OUR VOICE IS NOT:

7 American Rental Association | Brand Identity Guide MARCH 2019

Clarity, Simplicity, Community and Confidence

The four ideas listed above drove our thinking as we worked to

The mark is paired with text in a friendly, modern font. This

The colors are also a new interpretation of the traditional ARA

8 American Rental Association | Brand Identity Guide MARCH 2019

9 American Rental Association | Brand Identity Guide MARCH 2019

Color Black/Reversed (White)

The logo may be used in black on a

Note: The single-color logo should not

80% Black 60% Black 40% Black

10 American Rental Association | Brand Identity Guide MARCH 2019

1 Inch Across 1 Inch Across 1 Inch Across 1 Inch Across

11 American Rental Association | Brand Identity Guide MARCH 2019

The logo may only be used on an

12 American Rental Association | Brand Identity Guide MARCH 2019

In print advertising and collateral material, the

With Affinity Partner Logos

When the ARA logo is used in an ad or publication with an affinity

13 American Rental Association | Brand Identity Guide MARCH 2019

Color Black/Reversed (White)

The logo may be used in black on a white background or reversed out of a

PMS 294 1795 7544

80% Black 60% Black 40% Black

14 American Rental Association | Brand Identity Guide MARCH 2019

Color Black/Reversed (White)

The logo may be used in black on a white background or reversed out of a

PMS 294 1795 7544

80% Black 60% Black 40% Black

15 American Rental Association | Brand Identity Guide MARCH 2019

Color Black/Reversed (White)

The logo may be used in black on a white background or reversed out of a

PMS 294 1795 7544

80% Black 60% Black 40% Black

16 American Rental Association | Brand Identity Guide MARCH 2019

Color Black/Reversed (White)

The logo may be used in black on a white background or reversed out of a

PMS 294 1795 7544

80% Black 60% Black 40% Black

17 American Rental Association | Brand Identity Guide MARCH 2019

Primary Color Palette

These three colors are used within the ARA

PMS 294 1795 7544

Secondary Color Palette

Accent colors are used to reinforce the

PMS 7542 279

18 American Rental Association | Brand Identity Guide MARCH 2019