This document provides guidelines for communicating the tagline "be certain" for MTS Systems. It defines be certain as ensuring predictable performance of critical components and systems. The summary also describes be certain as representing qualities like expertise, confidence, and reliability for test engineers. Specific branding elements like the lowercase tagline, font styles, colors, and graphic lines are presented to visually convey be certain.

1. everybody wants to >

2. mts - be certain book
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be certain.

3. This is the be certain theme book:
a reference for anyone communicating
our be certain tagline through writing,
speaking, presenting, designing, or making
®
images on behalf of MTS Systems.
mts - be certain book
mts - be certain book
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4. be certain has multiple meanings of critical
importance. At its most basic level, be certain
why be certain? is about ensuring predictable performance in
the components, systems, and products we
rely on — and entrust with our lives — everyday.
This is the important task of our customers.
mts - be certain book
mts - be certain book
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5. I NEED TO
BE CERTAIN.
For test engineers, be certain means a worry-
free partnership. Absolute confidence in the
accuracy of test data. Trusting the expertise
of an industry leader. And knowing you’ll be
taken care of, long after the purchase.
mts - be certain book
mts - be certain book
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6. COLLABORATIVE Listening, understanding, responding.
For employees, be certain expresses a KNOWLEDGEABLE The industry’s brightest minds in-house.
genuine dedication to engineering excellence INNOVATIVE Relentlessly pursuing ever better testing practices.
and pride in helping to make the world safer
and more productive. be certain also reflects PRACTICAL Integrated. Comprehensive. Scalable to whatever need.
some of MTS’s defining attributes: INFLUENTIAL Responsibly serving — and shaping — the testing industry.
PROVEN
mts - be certain book
mts - be certain book
Customers know it. Competitors know it.
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7. be certain is intelligent, co mpelling, human, steadfast.
be certain is about the engi nee r. And the world of engineering.
be certain is confident, not arrogant. Elegant, but accessible. Worry-free, but certainly not carefree.
be certain provides clarity, but it also makes you stop and think.
be certain is precise, but not mired in detail.
be certain is influential, but doesn’t force it down your throat.
mts - be certain book
mts - be certain book
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8. TAGLINE
When be certain stands alone,
always use a lowercase b.
This helps evoke a quiet,
yet profound confidence.
so what does be certain look like? be certain.
Use a period to
Typeface: make a bold,
Corporate S Regular deliberate statement.
mts - be certain book
mts - be certain book
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9. TYPOGRAPHY TYPOGRAPHY
You would expect a typeface with a name like
Corporate S to be practical and professional.
Corporate S Regular But this typeface also has a friendly and
approachable quality which makes it a perfect
Corporate S Light signature typeface for be certain. Use it large
or small for all types of content.
FF DIN BOLD
FF DIN BOLD (SET IN ALL CAPS) IS HEAVY AND INDUSTRIAL—
LIKE MANY OF THE INDUSTRIES WE SERVE. USE IT SPARINGLY
mts - be certain book
mts - be certain book
IN A SMALLER POINT SIZE TO HIGHLIGHT IMPORTANT POINTS.
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10. COLOR COLOR
Subtle, neutral colors (including white) are Small amounts of more intense colors (like
the foundation of the be certain color palette. MTS red) can be used as accents.
mts - be certain book
mts - be certain book
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11. LINE LINE
The thick, solid line
Drawing a line is a decisive act. One which ® is derived from the MTS logo.
requires clarity, confidence, and yes, certainty.
The be certain line is more than just a mark
on a page. It is a dynamic element that exists The wireframe line is especially
useful to house special content.
in three-dimensional space. It connects
elements and ideas and organizes information.
The line may also underscore key words or
mts - be certain book
mts - be certain book
phrases. Use this technique sparingly.
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12. LINE LINE
Here’s an example of how the
mts - be certain book
mts - be certain book
be certain line comes to life online.
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13. Now we have the tools to communicate
our message of pride in predictability
with absolute confidence. Go. be certain.
mts - be certain book
mts - be certain book
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14. 14000 Technology Drive
Eden Prairie, MN USA 55344
Sales/Service: 800.328.2255
info@mts.com
©2006 MTS Systems, Inc. All rights reserved.