Exterior building signage

Signage applications are among the most prominent and permanent expressions of the Thermo King brand. Consistent use of the guidelines is essential to convey the commitment behind Thermo King’s values and brand promise. Moreover, by displaying accurate signage, the passing public and entering customers develop positive inferences towards our brand.

For both Master Brand and Alternate Crest Logo, this guide provides recommendations in terms of:

• Colour: as indicated in the “Logo Usage and Treatment” session, Process Blue and Black are the official colours for the Thermo King logo-s, which should be placed on a white background panel.
• Size and proportions: For both the illuminated and non-illuminate logos, the guide recommends some size options. In case none of the size options can be accommodated, then at very least the right proportions among the different logo’s components should be respected.
• Position on the building: It is recommended that the Master Brand logo is placed on the main side of the building, above the entrance door and in the opposite direction of the dealer’s logo, while the Alternate Crest logo should be positioned on any of the other building’s sides- visible to the passing public.

Master brand logo - guidelines

Alternate crest logo – guidelines

Logo’s position - guidelines

Pylon & monument site

For a complete Exterior Building Branding, it is recommended that the Thermo King Dealers’ facility is equipped with Pylon and Monument site. As for the logo, also for these two branding elements the guide provides indications in terms of:

• Colours: Process Blue and Black are the official colours for the Thermo King logo’s, which should be placed on a white background panel.
• Size and Proportions: The guide recommends some size options. In case none of the size options can be accommodated, then at least the right proportions among the different pylon / monument site components should be respected.
• Position: It is recommended that these branding elements be placed visible to the passing public.

Pylon - guidelines

Monument site - guidelines

Building paint colours

Exterior building branding is required for every dealership to identify itself as a factory authorized Thermo King Dealer and can include: Building Paint Colours, Building Signage, Pylon or Monument site type of signs.