LAT Apparel Brand Standards Manual BRAND STANDARDS MANUAL

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1 BRAND STANDARDS MANUAL

2 Table of Contents Table of Contents... 2 Introduction... 3 Typography... 4 Color Palette... 5 Tagline... 6 LAT APPAREL... 7 Introduction to LAT Apparel... 7 Logo Anatomy... 8 Clear Space & Size... 9 Brand Colors Do s & Don'ts LAT Apparel and the Family of Brands: Vertical Lock-Up LAT Apparel and the Family of Brands: Horizontal Lock-Up THE FAMILY OF BRANDS Introduction to the Family of Brands Logo Anatomy Clear Space & Size Co-Brand Colors: PMS & 4-Color Co-Brand Colors: B&W Do s & Don'ts Mossy Oak Do's & Don'ts DIGITAL ASSETS Introduction to Digital Assets Digital Typography Digital Colors Introduction to LAT Apparel LAT Apparel: Clear Space & Size Brand Colors LAT Apparel: Do s & Don'ts LAT Apparel and the Family of Brands: Vertical Lock-Up LAT Apparel and the Family of Brands: Horizontal Lock-Up Introduction to the Family of Brands Co-Brands: Clear Space & Size Co-Brands: Logos (Color) Co-Brands: Logos (B&W) Co-Brands: Do s & Don ts Introduction to Collection Buttons Buttons: Clear Space & Size Buttons: Color Buttons: Do s & Don ts S BUTTONS Introduction to Collections Buttons Clear Space & Size Button Colors Do s & Don'ts CAMOUFLAGE LICENSED ASSETS Introduction to Camouflage Licensed Assets Realtree Lynch Since PHOTOGRAPHY Introduction to Photography Photography: Silhouettes Photography: Lifestyle Value Proposition Brand Pyramid Marketing Contacts Table of Contents 2

3 Introduction A valuable brand plays an integral role in the evolving story of its customers. The LAT Apparel brand has been revitalized with a new look that captures the spirit and personality of the wide range of LAT Apparel s family of brands. A great brand s logo mark, visual presentation, and copy tone are a reflection and outward expression of everything for which that brand stands. The brand is a valuable asset. It requires careful management to have consistency and accuracy, and to protect the integrity of the brand. The purpose of this document is to establish brand standards that will give LAT Apparel and its family of brands a strong and lasting projection of its brand wherever its logo and visual identities are represented. Introduction 3

4 Typography There are two main fonts used in conjunction with the LAT Apparel product brand logos. Rotis is a sophisticated semi serif font. It has been used for the LAT Apparel corporate logo, as well as the Rabbit Skins and Doggie Skins co-brands. This font may be used for headlines in marketing materials, but should be used on a limited basis to ensure the integrity of the LAT Apparel corporate logo. Apex is a modern and strong font that plays an important role in keeping all brand logos consistent. Apex should be used as the main font for collection names, body copy and fine print as well as headlines. This font is used for LAT, Code Five, and Sublivie cobrands. The Thirsty Script font was also incorporated to add interest and flair. It has a screen printing look, which coincides with the line of business. This font may be used for headlines, call-outs, and taglines. Apex can be purchased at: Rotis and Thirsty can be purchased at: As an alternative font, Arial may be used to replace all of the fonts listed above abcdefgabcdefg Rotis Semi Serif abcdefgabcdefg Apex abcdefgabcdefg Thirsty Script Typography 4

5 Color Palette The LAT Apparel color palette is very important to the development of the brand. A complementary palette creates a soothing, yet inviting feel. These colors are used as accents in the various co-brand logos and collections. Shades of all these colors may also be used. K: 100 K:80 K:60 K:40 K:20 PMS C: 100 M: 44 Y: 52 K: 22 80% (PMS 7715) 60% 40% 20% C: 82 M: 35 Y:45 K: 8 C: 63 M: 25 Y: 35 K: 1 C: 40 M: 13 Y: 22 K: 0 C: 18 M: 5 Y: 10 K: 0 PMS C: 56 M: 31 Y: 100 K: 11 80% (PMS 7496) 60% 40% 20% C: 45 M: 25 Y:87 K: 3 C: 34 M: 18 Y: 64 K: 0 C: 22 M: 11 Y: 40 K: 0 C: 10 M: 5 Y: 19 K: 0 PMS C: 32 M: 15 Y:100 K:0 80% (PMS 7744) 60% 40% 20% C: 23 M: 11 Y:83 K: 0 C: 15 M: 8 Y: 62 K: 0 C: 10 M: 5 Y: 40 K: 0 C: 3 M: 2 Y: 18 K: 0 PMS C: 4 M: 91 Y: 91 K: 1 80% (PMS 179) 60% 40% 20% C: 0 M: 72 Y:67 K: 0 C: 0 M: 53 Y:45 K: 0 C: 0 M: 35 Y:28 K: 0 C: 0 M: 16 Y:12 K: 0 Color Palette 5

6 Tagline: Where Stories Start The tagline Where stories start can be used in marketing and advertising materials that promote the LAT Apparel brand. The typeface should always be Thirsty Script Regular. It must have after the word start and should never have a period at the end. Where stories start can be used in either black on a white background or white reversed out on a red background. For use by LAT Apparel only. Wherestoriesstart K: 100 for the tagline. Wherestoriesstart Tagline reverses out to white over PMS C: 4 M: 91 Y: 91 K:1. Tagline 6

7 Introduction to LAT Apparel The re-branded LAT Apparel logo is a modified version of the previous logo. The visual statement of the brand shown in this logo should be valued and used in conformity with these guidelines. The graphic representation of the t-shirt shape was maintained to reinforce brand recognition, but simplified to an outline. This outline also acts as a frame for the letters "LAT". A sophisticated serif font is used to elevate the brand, and a sans serif font is used to balance the logo in the word "APPAREL". Since 1982, LAT Apparel has brought quality service and products to the t-shirt industry. Using "EST. 1982" in the logo adds credibility. The LAT Apparel logo should appear on all corporate marketing materials and identity pieces. The logo should be used to support the brand and its co-brands. LAT Apparel 7

8 Logo Anatomy The visual statement of the LAT Apparel logo should be valued and used in conformity with these measured guidelines. LAT Apparel 8

9 Clear Space & Size A clear space has been set in order to monitor the integrity of the LAT Apparel mark. This clear space is defined by the value (X), the square created under the arm of the abstract t-shirt in the logo. No graphics or text may come within (X) distance of the logo on all four sides. This will ensure that the logo always appears clean and without clutter. The LAT Apparel logo must never appear less than.625 high. This will allow legibility of the logo at all times. The LAT Apparel logo may appear on colored, photographic, textured, or illustrated backgrounds, keeping in mind that legibility of the logo must always be a priority. Clear space X X X = the negative space created under each sleeve. Minimum size.625 height LAT Apparel 9

10 Brand Colors PMS and 4-Color Application Shown here are the corporate colors for the LAT Apparel logo. The mark uses two colors, 100% black and PMS 179 (C: 4 M: 91 Y: 91 K: 1). 1-Color Application The example shown here is for 100% black applications on a white background. Reverse Application The example shown here is for reverse applications on a black background. PMS C: 4 M: 91 Y: 91 K: 1 K: 100 for the remainder of the logo. K: 100 for the logo. Logo reverses out to white over K:100. LAT Apparel 10

11 Do s & Don ts Keeping all elements of the logo together is imperative to maintaining a strong brand image. The LAT Apparel logo should never be altered in any way. The t-shirt should always be transparent, letting the background show through. The old L.A. T Sportswear logo should never be used. Please replace this logo with the approved LAT Apparel logo in all applications. Do not remove the t-shirt framing from the logo. Do not fill in the t-shirt with a color. Do not use the old L.A. T Sportswear logo. Do not use the logo in a lighter shade of black. Do not use the logo on a bright background. LAT Apparel 11

12 LAT Apparel and the Family of Brands: Vertical Lock-Up When the LAT Apparel logo and co-brands are used together in advertising and marketing materials, you can use either the vertical or horizontal version. The co-brands should always be in the same order shown here. Approved logo lock-up can only be used and should not be modified. VERTICAL LOCK-UP 1-Color Application PMS and 4-Color Applications Reverse Application LAT Apparel 12

13 LAT Apparel and the Family of Brands: Horizontal Lock-Up When the LAT Apparel logo and co-brands are used together in advertising and marketing materials, you can use either the vertical or horizontal version. The co-brands should always be in the same order shown here. 1-Color Application Approved logo lock-up can only be used and should not be modified. HORIZONTAL LOCK-UP Reverse Application PMS and 4-Color Applications LAT Apparel 13

14 Introduction to the Family of Brands LAT Apparel s distributors may promote their offerings using the five logos from LAT Apparel s family of brands. Each product brand is co-branded with the corporate name, LAT Apparel, at the bottom of each logo below. Distributors should not use the LAT Apparel corporate brand. They should only use the five co-brand logos shown here. The logos may be used individually or as a group, to promote the distributor s offerings. The guidelines that follow explain how these co-brand logos should always be presented to maintain consistency and build brand recognition. When the all five co-brands are used together on advertising and marketing materials, the logos should follow the order displayed here, and be displayed under the words FAMILY OF BRANDS. This approved logo lock-up can only be used and cannot be modified. 5 Co-Brands with the "FAMILY OF BRANDS" lock-up 4 Co-Brands 3 Co-Brands When using 4 co-brands or fewer, the co-brands still follow the order displayed here, but do not use the "FAMILY OF BRANDS" header above. 2 Co-Brands Family of Brands 14

15 Logo Anatomy The visual statement of the co-brands should be valued and used in conformity with these guidelines. Family of Brands 15

16 Clear Space & Size In order to keep the legibility of the co-brand logos, a clear space and minimum size must be maintained. The co-brand logos must never appear less than.625 high. This will allow legibility at all times. No graphics or text may come within (X) distance of the logo on all four sides. The value of (X) is a square built from the radius of the inner circle on all 4 sides. This will ensure the logos will always appear clean and without clutter. All sizes should be measured from the top and bottom of the solid outer circle. Minimum size.625" height Clear space X = a square built from the radius of the inner circle on all 4 sides. X X X X X X Family of Brands 16

17 Co-Brand Colors: PMS & 4-Color 4-Color and PMS Applications Color was added to the co-brands to individualize them. These colors may be used in internal and external marketing materials. - The word AND: PMS C: 32 M: 15 Y:100 K:0 - K: 100 for the remainder of the logo. - RABBIT SKINS: PMS C: 100 M: 44 Y: 52 K: 22 - K: 100 for the remainder of the logo. - The roman numeral V PMS C: 56 M: 31 Y: 100 K: 11 - K: 100 for the remainder of the logo. - DOGGIE SKINS: PMS C: 100 M: 44 Y: 52 K: 22 - Dog s tongue: PMS C: 4 M: 91 Y: 91 K: 1 - K: 100 for the remainder of the logo. - The center of the ink drop: PMS C: 4 M: 91 Y: 91 K: 1 - K: 100 for the remainder of the logo. Family of Brands 17

18 Co-Brand Colors: B&W 1-Color Application When co-brand logos are used in 1-color applications, they should appear in K:100. This is to ensure readability of all the elements in the logos. Reverse Application In reverse applications, all of the co-brands should appear in 100% white on a black background. Family of Brands 18

19 Do s & Don ts DO's Keeping all elements of the logo together is imperative to maintaining a strong brand image. The co-brand logos should never be altered in any way. Full-color co-brand logos should always appear on a white or light gray background. When a white or gray background is not available, the logo should be 100% black on a light background or reversed out on a dark background. The old co-brand logos should never be used. Please replace these logos with the approved co-brands in all applications. Outfit everyone... in Game Day Do place the co-brand logos on a white or gray background. When using co-brand logos over images place a white background behind the logo. Do place the reversed out logo on dark backgrounds. Do place the 100% black logo on light backgrounds. Do place logos in a white box when logos are over images. Family of Brands 19

20 Do s & Don ts (cont.) Keeping all elements of the logo together is imperative to maintaining a strong brand image. The co-brand logos should never be altered in any way. Full-color co-brand logos should always appear on a white or light gray background. When a white or gray background is not available, the logo should be 100% black on a light background or reversed out on a dark background. The old co-brand logos should never be used. Please replace these logos with the approved co-brands in all applications. DON'Ts Do not change the colors in the logo. Do not place a box around the logo. Do not remove any elements from the logos. Do not fill the logo with a color. Do not use the color logo on a color background other than light gray or white. Do not use any of the old co-brand logos. Family of Brands 20

21 Introduction to Collection Buttons LAT Apparel offers special collections that include items from more than one of the co-brands. Graphic buttons have been designed to draw attention to these groups of products in marketing materials. The buttons have been updated with the new brand fonts and color palette. Buttons should be used in coordination with the relevant co-brand logos (as listed here), and should never appear alone. There are four collections that have button identifiers: 100% COMBED RINGSPUN COTTON T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT ULTRA-SOFT HEATHERED JERSEY Easy Collection 100% combed ringspun cotton styles in sizes and styles to fit everyone, infant to adult. Includes products from LAT and Rabbit Skins. Vintage Collection Super soft, vintage heather styles in sizes from infant to adult. Includes products from LAT and Rabbit Skins. 3 4 S I Z E S FA N T TO A D U LT Game Day Collection Baseball- and football-styled shirts, designed for athletes and spectators, too. Includes products from LAT and Rabbit Skins. Camo Collection Camouflage fashion in sizes for the entire family, infants to adults, and pets, too. Includes products from Code Five and Doggie Skins. 100% COMBED RINGSPUN COTTON T-SHIRTS IN 33 FO OTBALL A ND 28 BASEBALL SIZES INFANT TO AD ULT 100% COTTON PRINTED JERSEY T-SHIRTS 2 5 S I Z E S FA N T TO A D U LT Collection Buttons 21

22 100% COMBED RINGSPUN COTTON T-SHIRTS 100% COMBED RINGSPUN COTTON T-SHIRTS 100% COTTON PRINTED JERSEY T-SHIRTS Clear Space & Size In order to keep the legibility of the buttons, a clear space and minimum size must be maintained. No graphics or text may come within (X) distance of the buttons on all four sides. The value of (X) is a square built from the radius of the inner circle on all 4 sides. This will ensure the buttons will always appear clean and without clutter. Minimum size 4 1 S I Z E S FA N T TO A D U LT ULTRA-SOFT HEATHERED JERSEY 3 4 S I Z E S FA N T TO A D U LT IN 33 FO OTBALL A ND 28 BASEBALL SIZES INFANT TO AD ULT 2 5 S I Z E S FA N T TO A D U LT.625" height The buttons must never appear less than.625 high. This will allow legibility at all times. Clear space X = a square built from the radius of the inner circle on all 4 sides. X X X X 100% COMBED RINGSPUN COTTON T-SHIRTS 4 1 S I Z E S FA N T T O A D U LT ULTRA-SOFT HEATHERED JERSEY X X X X 3 4 S I Z E S FA N T T O A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTS IN 33 F OOTBALL A N D 28 B ASEBALL SIZES INFANT TO AD ULT 100% COTTON PRINTED JERSEY T-SHIRTS 2 4 S I Z E S FA N T T O A D U LT Collection Buttons 22

23 100% COMBED RINGSPUN COTTON T-SHIRTS Button Colors 4-Color and PMS Applications The buttons have been updated to conform to the new brand palette. ULTRA-SOFT HEATHERED JERSEY 100% COMBED RINGSPUN COTTON T-SHIRTS 100% COTTON PRINTED JERSEY T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT 3 4 S I Z E S FA N T TO A D U LT IN 33 FO OTBALL A ND 28 BASEBALL SIZES INFANT TO AD ULT 2 5 S I Z E S FA N T TO A D U LT Easy Collection Button PMS 639 C: 100 M: 22 Y:18 K:0 Vintage Collection Button PMS 179 C: 4 M: 91 Y:91 K:1 Game Day Collection Button PMS 335 C: 100 M: 23 Y:73 K:9 Camo Collection Button PMS 5825 C: 53 M: 50 Y:100 K:0 Collection Buttons 23

24 100% COMBED RINGSPUN COTTON T-SHIRTS Do s and Don ts The buttons should always retain a white fill when placed over a solid color. DO's The buttons should always appear in full-color applications and should never appear in black and white or reverse. The buttons should always appear in the opposite corner of the co-brands associated with the specific collection. Make your life easy 100% COMBED RINGSPUN COTTON T-SHIRTS 4 0 S I Z E S FA N T TO A D U LT 4 1 S I Z E S FA N T TO A D U LT Do: Buttons always retain a white fill when placed over a solid color. Do: Buttons can appear over a photo as a corner element. Co-brand logos should appear on the opposite corner from the button. Collection Buttons 24

25 Do s and Don ts (cont.) Keeping all elements of the buttons together is imperative to maintaining a strong brand image. Buttons should never be altered in any way. The old buttons should never be used. Please replace these buttons with the approved buttons in all applications. DON'Ts 100% COMBED RINGSPUN COTTON T-SHIRTS ULTRA-SOFT HEATHERED JERSEY IN 40 SIZES INFANT TO ADULT IN 33 SIZES INFANT TO ADULT Do not use old buttons. easy 100% COMBED RINGSPUN COTTON T-SHIRTSeasy 4 1 S I Z E S FA N T TO A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTSeasy 4 1 S I Z E S FA N T TO A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT Do not remove any elements from the buttons. Do not change the color of the buttons. Do not use transparency in the buttons. Do not use buttons in black and white. Collection Buttons 25

26 Camouflage Licensed Assets Camouflage Licensed Assets 26

27 Introduction to Camouflage Licensed Assets LAT Apparel has acquired licenses for the following brands under the Code V label: Realtree is the world's leading camo designer, marketer, and licensor with over 1,500 licensees utilizing the Realtree camouflage brand. Lynch Since 1940 makes world class turkey calls and one-of-a-kind camo patterns. Lynch Since 1940 offers the finest hand-painted, digitally-enhanced camo patterns in the industry, marketed under the Superflauge brand. Mossy Oak camo can be found on a multitude of products worldwide made by over 1,000 different companies. These brands are valuable assets. They require careful management for consistency and accuracy, and to protect brand integrity. The use of these licensed assets must be approved in advance by the appropriate licensing asset account manager. Camouflage Licensed Assets 27

28 Realtree : Checklist Licensed Product and Checklist: When using Realtree logos and assets, refer to the following requirements: Official licensed product logo. Image of product. Description of product or product line. Distribution Statement for all print collateral must have the official Realtree logo registered trademark with the official licensed product disclaimer: Realtree AP HD, 2006; Realtree AP-XTRA Camouflage Design, 2012; are copyrights of Jordan Outdoor Enterprises, Ltd., all rights reserved. When writing out Realtree in text include a registered mark: Realtree. Marketing materials must be approved by the Realtree Marketing Department. Contact Kristy Barnes at kbarnes@realtree.com Camouflage Licensed Assets 28

29 Realtree : Logos & Patterns Approved Logo Usage 1-Color Application The example shown here is for 100% black applications on a white background. Reverse Application The example shown here is for reverse applications on a black background. Logo reverses out to white over K:100. Available Patterns The following patterns are available in Realtree : REALTREE AP REALTREE APG REALTREE AP PINK REALTREE XTRA Camouflage Licensed Assets 29

30 Realtree : Clear Space & Size The Realtree logo should always be surrounded by a solid background using the ratios shown below. Sides are surrounded by 25% of the width of the logo while top and bottom are surrounded by 100% of the height of the logo. This gives the logo room to breathe and to be recognized as an identifier. Alternately, the logo can be used within black. Any exceptions to these guidelines must be approved by your Realtree account manager. h h = the height of the logo 100% h The Realtree logo must never appear less than.625 high. This will allow legibility of the logo at all times..25w.25w 100% h w w = the width of the logo Clear space Minimum size 0.625" height Camouflage Licensed Assets 30

31 Lynch Since 1940: Checklist Licensed Product and Checklist: When using Lynch Since 1940 logos and assets, refer to the following requirements: Official licensed product logo. Image of product. Description of product or product line. SuperFlauge and Migration are registered trademarks of Lynch since When writing out the word Lynch include a Trademark symbol ( ): Lynch Since When writing out the colors Migration II and Superflauge Game, use this style: MIGRATION II By Lynch, SuperFlauge Game By Lynch. Marketing materials must be approved by Lynch Since Contact Terrie Spiers at terrie@lynchtraditions.com Camouflage Licensed Assets 31

32 Lynch Since 1940: Logos & Patterns Approved Logo Usage 4-Color Application The example shown here is for 4-color applications on a white background. Available Patterns The following patterns are available in Lynch Since 1940: MIGRATION II By Lynch SuperFlauge Game By Lynch Camouflage Licensed Assets 32

33 Mossy Oak : Checklist Licensed Product and Checklist: When using Mossy Oak logos and assets, refer to the following requirements: Official Licensed Product Logo. Image of Product. Description of Product or Product Line. Logo Attribution Statement. Tagline Attribution Statement if applicable. Distribution Statement. All print collateral must have the official Mossy Oak Logo registered trademark with the official licensed product disclaimer: " Official Licensed Product of Haas Outdoors, Inc., West Point, MS Distributed by (Your Company Information Here)." Marketing materials must be approved by Mossy Oak. Contact Terri Myers at tmyers@mossyoak.com Prohibited Trademark Uses: Some uses of the Mossy Oak trademark generate so much confusion about the true origin of the product, that we have been forced to prohibit them. Do not use the Mossy Oak Brand Camouflage trademark. Only use the Mossy Oak Official Licensed Product logos. Do not use Mossy Oak in any website name, domain name of website address without permission from Mossy Oak. Please speak with your Licensing Representative about linking your site to the Mossy Oak web site to increase site traffic. Do not modify or redesign any of the three Licensee logos in any way. Do not incorporate the Mossy Oak name or trademark into your company s trade name or the name of your licensed product. Legally Required Trademark Notice: When using the Mossy Oak trademark, the following footnote must appear at the end or bottom of the printed piece or photographs and/or electronic image: "Mossy Oak is a registered trademark used under license from Haas Outdoors, Inc., by [Name of Licensee]." Camouflage Licensed Assets 33

34 Mossy Oak : Logo The Mossy Oak mark is a combination of the Tree Symbol and the Mossy Oak Logotype. The words Mossy Oak should never be stacked and when used with the Tree Symbol, they must always appear in one line. The Mossy Oak logotype is specially created and the spaced letterforms must not be changed in any way. The Mossy Oak mark must only appear in these arrangements. Camouflage Licensed Assets 34

35 Mossy Oak : Color Palette Just as color is at the heart of the Mossy Oak Brand Camouflage s effectiveness, true and consistent color reproduction of the color mark must always be achieved. Always communicate these correct colors to any and all suppliers. As shown below, two custom colors and black make up the Mossy Oak logo mark. No other color should ever be substituted. PMS 350 C: 79 M: 0 Y: 87 K: 76 4-Color and PMS Applications C: 0 C: 23.5 M: 87 M: 18.5 Y: 83 Y: 38 K: 30.5 K: 0 PMS 484 PMS 452 PMS Black Occasional use of a background behind the logo mark requires the use of PMS Color PMS Applications The logo may be used in 1-color, but must be one of the Pantone colors listed below: PMS 350 PMS 484 PMS 452 Available Pattern The following pattern is available in Mossy Oak : Black and White and Reverse Applications Logos may be reversed out of any of the four PMS Colors associated with the Mossy Oak official logo. MOSSY OAK BREAK-UP INFINITY Camouflage Licensed Assets 35

36 Mossy Oak : Clear Space & Size The Mossy Oak mark should always be given visual space around it to separate it from nearby elements which may cause distraction. This imaginary visual clear space is equal to the height of the Mossy Oak Logotype (as shown). The Mossy Oak mark has been created to hold its readability and character over a wide range of sizes and in positive and reversed applications. There are minimum requirements that must be maintained. For most applications, the minimum height is to be no less than 0.5 inch. There is no maximum reproduction size of the mark. For applications requiring enlargement or reduction, always reproduce the mark by digital means using the artwork provided with this manual. Clear space X X = the height of the Mossy Oak Logotype Minimum size 0.5" height Camouflage Licensed Assets 36

37 Do s & Don ts Keeping all elements of the licensed logos together is imperative to maintaining a strong brand image. Licensed logos should never be altered in any way. DO's Do use the logos on a white or gray background. DON'Ts Do not remove elements from the logo. Do not skew the logo. Do not use the old Realtree logo. Do not use the licensed logos on a background color other than black or white. Camouflage Licensed Assets 37

38 Digital Assets Digital Assets 38

39 Introduction to Digital Assets Digital brand standards are a resource for marketing, merchandising, product management, and others, providing a common language around LAT Apparel's digital assets. Use these guidelines to maintain visual consistency across , social media, and the web. FAMILY OF BRANDS Digital Assets 39

40 Digital Typography In print applications, LAT Apparel uses Apex, Thirsty, and Rotis fonts. In instances where these typefaces are unavailable for web materials, LAT Apparel s alternative font is Arial. In order to maintain maximum visual consistency throughout the brand, do not use any other typefaces when using Arial. abcdefgabcdefg Arial Light abcdefgabcdefg Arial Light Italic abcdefgabcdefg Arial Regular abcdefgabcdefg Arial Regular Italic abcdefgabcdefg Arial Bold abcdefgabcdefg Arial Bold Italic Digital Assets 40

41 Digital Colors The LAT Apparel digital color palette is very important to the development of the brand. A complimentary palette creates a soothing, yet inviting feel. These colors are used as accents in the various co-brand logos and collections. Shades of all these colors may also be used. Hex # R: 0 G: 0 B: 0 Hex # 58585a Hex # R: 88 G:88 B: 90 R: 129 G:130 B: 133 Hex # a7a9ac R: 167 G:169 B: 172 Hex # d1d2d4 R: 209 G:210 B: 212 Hex # R: 0 G: 97 B: 104 Hex # 287e84 Hex # 639ea1 Hex # 99bebf Hex # ccdddd R: 40 G: 126 B: 132 R: 99 G:158 B: 161 R: 153 G: 190 B: 191 R: 204 G: 221 B: 221 Hex # 76881E - R: 118 G: 136 B: 30 Hex # 949f4c Hex # aeb576 Hex # cbcea3 Hex # e5e5cf R: 148 G: 159 B: 76 R: 174 G:181 B: 118 R: 203 G: 206 B: 163 R: 229 G: 229 B: 207 Hex # BABC18 - R: 186 G: 188 B: 24 Hex # cbc850 Hex # dbd67f Hex # e7e4a9 Hex # f5f1d3 R: 203 G: 200 B: 80 R: 219 G:214 B: 127 R: 231 G: 228 B: 169 R: 245 G: 241 B: 211 Hex # E53E30 - R: 229 G: 62 B: 48 Hex # f16b55 Hex # f8937d Hex # f8b7a6 Hex # f8b7a6 R: 241 G: 107 B: 85 R: 248 G:147 B: 125 R: 248 G: 183 B: 166 R: 253 G: 219 B: 209 Digital Assets 41

42 Introduction to LAT Apparel The re-branded LAT Apparel logo is a modified version of the previous logo. The visual statement of the brand shown in this logo should be valued and used in conformity with these guidelines. The graphic representation of the t-shirt shape was maintained to reinforce brand recognition, but simplified to an outline. This outline also acts as a frame for the letters "LAT". A sophisticated serif font is used to elevate the brand, and a sans serif font is used to balance the logo in the word "APPAREL". Since 1982, LAT Apparel has brought quality service and products to the t-shirt industry. Using "EST. 1982" in the logo adds credibility. The LAT Apparel logo should appear on all corporate marketing materials and identity pieces. The logo should be used to support the brand and its co-brands. Digital Assets 42

43 LAT Apparel: Clear Space & Size A clear space has been set in order to maintain the integrity of the digital LAT Apparel mark. This clear space is defined by the value (X), which is equivalent to the distance between the top of the logo and the top of the letter A in LAT. No graphics or text may come within (X) distance of the logo on all four sides. This will ensure that the logo always appears clean and without clutter. Three size formats of the LAT Apparel logo are acceptable for use in digital settings: Large (300 pixels high), Medium (150 pixels high), and Minimum (72 pixels high). The LAT Apparel logo must never appear less than 72 pixels high. This will allow legibility of the logo at all times. Clear space X X X = the distance between the top of the logo and the top of the letter A in LAT. 72 px Minimum: 72 pixels high Digital Assets 43

44 Brand Colors PMS and 4-Color Application Shown here are the corporate colors for the LAT Apparel logo. The mark uses two colors, 100% black and PMS 179 (C: 4 M: 91 Y: 91 K: 1). 1-Color Application The example shown here is for 100% black applications on a white background. Reverse Application The example shown here is for reverse applications on a black background. Hex # E R: 229 G: 62 B: 48 Hex # R: 0 G: 0 B: 0 for the remainder of the logo. Hex # for the logo. Logo reverses out to white. Digital Assets 44

45 LAT Apparel: Do s & Don ts Do not size the logo up from its original resolution, to ensure the logo does not appear pixelated. The LAT Apparel logo should never be stretched or distorted in any way. Please refer to page 43 for the acceptable logo sizes. Digital assets can be downloaded at latapparel.com. Do not size up the logo from its original resolution. Do not stretch or distort the logo. Do not stretch or distort the logo. Digital Assets 45

46 LAT Apparel and the Family of Brands: Vertical Lock-Up When the LAT Apparel logo and co-brands are used together in advertising and marketing materials, you can use either the vertical or horizontal versions. The co-brands should always be in the same order shown here. Approved logo lock-up can only be used and should not be modified. VERTICAL LOCK-UP Minimum: 240 pixels high 1-Color Application Color Applications Reverse Application Digital Assets 46

47 LAT Apparel and the Family of Brands: Horizontal Lock-Up When the LAT Apparel logo and co-brands are used together in advertising and marketing materials, you can use either the vertical or horizontal versions. The co-brands should always be in the same order shown here. 1-Color Application Approved logo lock-up can only be used and should not be modified. HORIZONTAL LOCK-UP Reverse Application Color Applications Minimum: 86 pixels high Color Applications Digital Assets 47

48 Introduction to the Family of Brands LAT Apparel s distributors may promote their offerings using the five logos from LAT Apparel s family of brands. Each product brand is co-branded with the corporate name, LAT Apparel, at the bottom of each logo below. Distributors should not use the LAT Apparel corporate brand. They should only use the five co-brand logos shown here. The logos may be used individually or as a group, to promote the distributor s offerings. The guidelines that follow explain how these co-brand logos should always be presented to maintain consistency and build brand recognition. When the all five co-brands are used together on advertising and marketing materials, the logos should follow the order displayed here, and be displayed under the words FAMILY OF BRANDS. This approved logo lock-up can only be used and cannot be modified. 5 Co-Brands with the "FAMILY OF BRANDS" lock-up 4 Co-Brands 3 Co-Brands When using 4 co-brands or fewer, the co-brands still follow the order displayed here, but do not use the "FAMILY OF BRANDS" header above. 2 Co-Brands Digital Assets 48

49 Co-Brands: Clear Space & Size In order to keep the legibility of the co-brand logos, a clear space and minimum size must be maintained. No graphics or text may come within (X) distance of the logo on all four sides. The value of (X) is a square built from the radius of the inner circle on all 4 sides. This will ensure the logos will always appear clean and without clutter. Minimum 72 pixels high Clear space X = a square built from the radius of the inner circle on all 4 sides. X X X X X X X X X X Digital Assets 49

50 Co-Brands: Logos (Color) Digital logos must conform to the Brand Standards at all times. In order to maintain a consistent identity, the use of the co-brand logos must comply with guidelines that dictate the logos' relative size, positioning, and color treatment. Three size formats of the co-brand logos are acceptable for use in digital settings: Large (300 pixels high), Medium (150 pixels high), and Minimum (72 pixels high). The digital color co-brand logos feature colorations that are consistent with the print versions of the color co-brand logos. - The word AND: Hex # BABC18 - R: 186 G: 188 B: 24 - Hex # R: 0 G: 0 B: 0 for the remainder of the logo. - RABBIT SKINS: Hex # R: 0 G: 97 B: Hex # R: 0 G: 0 B: 0 for the remainder of the logo. - The roman numeral V Hex # 76881E - R: 118 G: 136 B: 30 - Hex # R: 0 G: 0 B: 0 for the remainder of the logo. - DOGGIE SKINS: Hex # R: 0 G: 97 B: Dog s tongue: PMS C: 4 M: 91 Y: 91 K: 1 - Hex # R: 0 G: 0 B: 0 for the remainder of the logo. - The center of the ink drop: Hex # E53E30 - R: 229 G: 62 B: 48 - Hex # R: 0 G: 0 B: 0 for the remainder of the logo. Digital Assets 50

51 Co-Brands: Logos (B&W) Three size formats of the co-brand logos are acceptable for use in digital settings: Large (300 pixels high), Medium (150 pixels high), and Minimum (72 pixels high). The digital black and white, and reversed-out co-brand logos are consistent with the print versions of the 1-color co-brand logos. Digital Assets 51

52 Co-Brands: Do s & Don ts DO's Keeping all elements of the logo together is imperative to maintaining a strong brand image. The co-brand logos should never be altered in any way. Full-color co-brand logos should always appear on a white or light gray background. When a white or gray background is not available, the logo should be 100% black on a light background or reversed out on a dark background. The old co-brand logos should never be used. Please replace these logos with the approved co-brands in all applications. Do place the co-brand logos on a white or gray background. When using co-brand logos over images place a white background behind the logo. Do place the reversed out logo on dark backgrounds. Do place the 100% black logo on light backgrounds. Do place logos in a white box when logos are over images. Digital Assets 52

53 Co-Brands: Do s & Don ts (cont.) Do not size the logos up from their original resolution, to ensure the logos do not appear pixelated. The co-brand logos should never be stretched or distorted in any way. Digital assets can be downloaded at latapparel.com. DON'Ts Do not size up the logos from their original resolution. Do not stretch or distort the logos. Do not stretch or distort the logos. Digital Assets 53

54 Introduction to Collection Buttons LAT Apparel offers special collections that include items from more than one of the co-brands. Graphic buttons have been designed to draw attention to these groups of products in marketing materials. The buttons have been updated with the new brand fonts and color palette. Buttons should be used in coordination with the relevant co-brand logos (as listed here), and should never appear alone. There are four collections that have button identifiers: 100% COMBED RINGSPUN COTTON T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT ULTRA-SOFT HEATHERED JERSEY Easy Collection 100% combed ringspun cotton styles in sizes and styles to fit everyone, infant to adult. Includes products from LAT and Rabbit Skins. Vintage Collection Super soft, vintage heather styles in sizes from infant to adult. Includes products from LAT and Rabbit Skins. 3 4 S I Z E S FA N T TO A D U LT Game Day Collection Baseball- and football-styled shirts, designed for athletes and spectators, too. Includes products from LAT and Rabbit Skins. Camo Collection Camouflage fashion in sizes for the entire family, infants to adults, and pets, too. Includes products from Code Five and Doggie Skins. 100% COMBED RINGSPUN COTTON T-SHIRTS IN 33 FO OTBALL A ND 28 BASEBALL SIZES INFANT TO AD ULT 100% COTTON PRINTED JERSEY T-SHIRTS 2 5 S I Z E S FA N T TO A D U LT Digital Assets 54

55 Buttons: Clear Space & Size In order to keep the legibility of the buttons, a clear space and minimum size must be maintained. The buttons must never appear less than 72 pixels high. This will allow legibility at all times. No graphics or text may come within (X) distance of the buttons on all four sides. The value of (X) is a square built from the radius of the inner circle on all 4 sides. This will ensure the buttons will always appear clean and without clutter. Minimum 72 pixels high 100% COMBED RINGSPUN COTTON T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT ULTRA-SOFT HEATHERED JERSEY 3 4 S I Z E S FA N T TO A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTS IN 33 FO OTBALL A ND 28 BASEBALL SIZES INFANT TO AD ULT 100% COTTON PRINTED JERSEY T-SHIRTS 2 5 S I Z E S FA N T TO A D U LT Clear space X = a square built from the radius of the inner circle on all 4 sides. X X X X 100% COMBED RINGSPUN COTTON T-SHIRTS 4 0 S I Z E S FA N T T O A D U LT ULTRA-SOFT HEATHERED JERSEY X X X X 3 3 S I Z E S FA N T T O A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTS 3 2 S I Z E S FA N T T O A D U LT 100% COTTON PRINTED JERSEY T-SHIRTS 2 5 S I Z E S FA N T T O A D U LT Digital Assets 55

56 100% COMBED RINGSPUN COTTON T-SHIRTS Buttons: Color Digital "button" graphics for LAT Apparel collections must conform to the Brand Standards at all times. In order to maintain a consistent identity, the use of the buttons must comply with guidelines that dictate the buttons' relative size, positioning, and color treatment. Three size formats of the buttons are acceptable for use in digital settings: Large (300 pixels high), Medium (150 pixels high), and Minimum (72 pixels high). The digital color buttons feature colorations that are consistent with the print versions of the color buttons. ULTRA-SOFT HEATHERED JERSEY 100% COMBED RINGSPUN COTTON T-SHIRTS 100% COTTON PRINTED JERSEY T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT 3 4 S I Z E S FA N T TO A D U LT IN 33 FO OTBALL A ND 28 BASEBALL SIZES INFANT TO AD ULT 2 5 S I Z E S FA N T TO A D U LT Easy Collection Button Hex # 0092BC R: 0 G: 146 B: 188 Vintage Collection Button Hex # E53E30 R: 229 G: 62 B: 48 Game Day Collection Button Hex # R: 0 G: 130 B: 102 Camo Collection Button Hex # 8E7D3B R: 142 G: 125 B: 59 Digital Assets 56

57 100% COMBED RINGSPUN COTTON T-SHIRTS Buttons: Do s & Don ts DO's The buttons should always retain a white fill when placed over a solid color. The buttons should always appear in full-color applications and should never appear in black and white or reverse. The buttons should always appear in the opposite corner of the co-brands associated with the specific collection. 4 1 S I Z E S FA N T TO A D U LT Do: Buttons always retain a white fill when placed over a solid color. Do: Buttons can appear over a photo as a corner element. Co-brand logos should appear on the opposite corner from the button. Digital Assets 57

58 Buttons: Do s & Don ts (cont.) Do not size the buttons up from their original resolution, to ensure the buttons do not appear pixelated. The buttons should never be stretched or distorted in any way. DON'Ts Do not size up the buttons from their original resolution. Do not stretch or distort the buttons. easy 100% COMBED RINGSPUN COTTON T-SHIRTSeasy 4 1 S I Z E S FA N T TO A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTSeasy 4 1 S I Z E S FA N T TO A D U LT 100% COMBED RINGSPUN COTTON T-SHIRTS 4 1 S I Z E S FA N T TO A D U LT Do not remove any elements from the buttons. Do not change the color of the buttons. Do not use transparency in the buttons. Do not use buttons in black and white. Digital Assets 58

59 Introduction to Photography LAT Apparel's photography captures the spirit and personality of its family of brands. The models chosen to represent LAT Apparel fit the lifestyle and attitude of the corporate brand and co-brands. Photography provided by LAT Apparel should only be used to promote the family of brands. Any other photography that features LAT Apparel products must be approved for use by LAT Apparel. Digital assets can be downloaded at latapparel.com. Photography 59

60 Photography: Silhouettes LAT Apparel's library of photographic resources includes silhouettes that may be used individually or composed into groups. Silhouettes should be grounded with shadows, so that figures do not appear to "float". Preferably silhouettes should appear on a white background. Photography 60

61 Photography: Lifestyle LAT Apparel's library of photographic resources includes lifestyle photography that captures individual models or groups of models in a variety of settings. Collections have a strong value proposition for the decorators and end users. LAT Apparel's collections outfit all sizes, from adult to infant. Photography 61

62 Value Proposition For more than 30 years, the LAT Apparel family of brands has been built on the principles of partnership, reliability and authenticity. From the first day, our mission has been to develop genuine customer relationships. We think innovatively, work hard to maintain a superior level of service and consistently create a line of quality apparel that we are proud to share. These traditions will not change and are the core of our day-to-day operations. That s our story. We have unified our family of brands to strengthen our identity. The logos are updated, and we are excited to introduce them to you. LAT Apparel s brands reflect an unwavering commitment to offer solutions that help customers businesses grow. Across the brands are collections of apparel that fit everyone, infant to adult. Our products provide the platform for stories, artistry, and expression for all. We thank our customers for their continued support and for the privilege of working with them. Wherestoriesstart Value Proposition 62

63 Brand Pyramid The brand pyramid informs the communication of the LAT Apparel value proposition externally. COMPANY VISION & MISSION BRAND PLATFORM Where Stories Start BRAND BENEFITS Insight Reliability Partnership BRAND ATTRIBUTES Collaborative Genuine Passionate Approachable Committed Brand Pyramid 63

64 Marketing Contacts Thank you for protecting and supporting our brands, and please contact us with any questions or concerns. Rebecca Clements - Chief Marketing Officer direct: rclements@latapparel.com Deanna Miller - Senior Marketing Manager direct: dmiller@latapparel.com Andre Murphy - Marketing Distributor Liaison direct: amurphy@latapparel.com Marketing Contacts 64

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