Cerflon

Strong and consistent branding guidelines create lasting impressions such as with these recognizable brands.

The brand names, CERFLON® and CERTEX™ can be a powerful tool for promoting licensee and third-party products that use the patented technology of Ceramic Reinforced Technologies (CRT).

Licensees and their customers and distributors will see a value in using the CRT brand names to help them market their own products and services. While we encourage them to use the brands, and in most cases require their use, we also need to carefully manage who uses these assets and how they are being presented.

Please refer to the following standards when using the required CRT Brand identifications.

The manufacturer or company using any of our brands must be a recognized business customer or distributor of a CRT licensee. No other businesses are allowed to use or promote our brands. The visibility gained by any brand association must be viewed as beneficial to the CRT name and brand.

CERFLON® and CERTEX™ can be promoted by the licensee or third-party affiliates as either an endorsement or ingredient brand that supports their own products or services. For this reason, specific guidelines have been designed to maintain the CRT brand integrity and consistency of use. The following standards should be followed when presenting CERFLON® and CERTEX™ as an endorsement or ingredient brand in licensee or third-party marketing applications.

The CERFLON® and CERTEX™ brand must appear in its own proprietary design.

The type should be set in Garamond bold, all caps with the first letter, “C”, two font sizes larger than the remainder letters, “ERFLON” or “ERTEX”.

The “made with” terminology should be set in Meta Medium Italic and sized and placed either above or next to the brand as shown in the schematic examples.

The ® and ™ after the CERFLON® and CERTEX™ brand name are necessary every time, whether in the logo brand, in a headline, or in the text of the document. It must be the same font size or a smaller font size than CERFLON® and CERTEX™.

Also, it must be stated that “CRT” or “Ceramic Reinforced Technologies” is the owner of the CERFLON® and CERTEX™ brand names at least once in any document, label, or package.

Schematic examples of proper design when brand is used as an endorsement or ingredient:

made with CERFLON®
made with CERTEX™
or:
made with
CERFLON®
made with
CERTEX™

Verbiage used when presenting a CRT brand as an endorsement or ingredient can vary to best fit the type of product and how it is being promoted. Some examples are as follows:

made with
reinforced with
designed with
contains
authorized distributor of

Alternative verbiage should be set in Meta Medium Italic and the CRT brand must appear in its own proprietary design. Any alternative verbiage can be placed either above or next to the brand as in the above example.

It may be beneficial to use a descriptive or generic term as well as the brand name when marketing the product. This is acceptable with prior approval from CRT. Some approved examples follow:

CERFLON® and CERTEX™ additive
CERFLON® and CERTEX™ polymer compound
CERFLON® and CERTEX™ lubricant compound
CERFLON® and CERTEX™ coating
CERFLON® and CERTEX™ dispersion