BRAND IDENTITY QUICK REFERENCE GUIDE

Size: px

Start display at page:

Download "BRAND IDENTITY QUICK REFERENCE GUIDE"

Reginald Samson McDaniel
6 years ago
Views:

1 BRAND IDENTITY QUICK REFERENCE GUIDE

2 Intro Intro TAHOE Boats has developed this Brand Identity Guide for you our associates, dealers and vendors. It is designed to guide you in the proper use of our company trademarks, logos, typography and colors. These guidelines must be strictly adhered to in order to strengthen the TAHOE Boats brand voice. This will help present a fully integrated experience for the TAHOE Boats consumer, as well as eliminate confusion in evaluating new brand touch points. i

3 Contents Contents Brand Essence Brand Target Logo Preferred Usage Alternative Logo Variations Logo Usage Guidelines Clear Space Copy Voice Copy Standards and Mandatories Grammar and Copy Guidelines Color Palette Fonts Photography Additional Assets Contact Info ii

4 Brand Essence Brand Essence With today s fast-paced life and hectic schedules, quality time with family and friends is virtually nonexistent. It s time to reconnect and rediscover the ones you love to spend time with. Escape! Splash, kick, jump, scream and relax your way out of your everyday world and into the world of TAHOE. TAHOE Boats caters to a wide range of needs and wants by providing water sports enthusiasts and fishing families alike with top-quality, value-packed escape vehicles that are loaded with quality features. TAHOE offers a full line of models with more versatility than any other sport boat brand. With a broad selection of sleek runabouts and spacious deck boats, it s easy for families to find the perfect escape. It s no surprise they re the best selling ski-and-fish boats on the market! 1

5 Brand Target Brand Target TAHOE boats are built for families. Each one provides a luxurious, yet affordable, means for families to experience fun times on the water. With models ranging from do-it-all runabouts to luxurious desk boats, these high-quality boats are designed to allow boaters to do everything from skiing, wakeboarding and tubing to fishing and lounging in the sun. Marketing for TAHOE boats is directed at young, affluent buyers who have families. 17% of owners are female. Many are first-time buyers. 2

6 Logo Preferred Usage Preferred Usage This is the primary TAHOE Boats logo. It is appropriate for use on all TAHOE Boats communication. The TAHOE Boats logo is a badge of solid typography with beveled chrome letters that give it a high-end feel. The shading and holding device give it a sense of smooth performance and stability. The Preferred Usage represents the truest graphic representation of the brand. Depending on the printing or reproduction method, the logo above should be used wherever possible. Some methods of reproduction and/or certain limitations of placement or design may require the use of a modified version of the logo. In some situations, for example, this logo may need to be placed on a dark background that would diminish legibility and recognition. See the Logo Alternatives section for acceptable logo usage in non-standard situations. 3

7 Logo Preferred Usage Preferred Usage This is the primary T logo. It is appropriate for use as a secondary element to the primary TAHOE Boats logo on all TAHOE Boats communication to reinforce branding. However, this is not a stand-alone logo the primary logo must always appear on communication where this secondary element is used. The Preferred Usage represents the truest graphic representation of the brand. Depending on the printing or reproduction method, the logo above should be used wherever possible. Some methods of reproduction and/or certain limitations of placement or design may require the use of a modified version of the logo. In some situations, for example, this logo may need to be placed on a dark background that would diminish legibility and recognition. See the Logo Alternatives section that follows for acceptable logo usage in non-standard situations. 4

8 Alternative Logo Variations COLOR REPRODUCTION This is the primary TAHOE Boats logo. It is appropriate for use on all TAHOE Boats communications. * REPRODUCES 4-COLOR PROCESS COLOR REPRODUCTION ON DARK BACKGROUND * REPRODUCES 4-COLOR PROCESS Alternative Logo Variations BLACK & WHITE REPRODUCTION (0NE COLOR) This version of the primary TAHOE Boats logo is appropriate for use on all TAHOE Boats communications that do not print four-color process. PMS BLACK C C=0 M=0 Y=0 K=100 BLACK & WHITE REPRODUCTION (0NE COLOR) ON DARK BACKGROUND C=0 M=0 Y=0 K=0 COLOR REPRODUCTION (0NE COLOR) This version of the primary TAHOE Boats logo is appropriate for use on all TAHOE Boats communications that do not print four-color process. PMS 194 C C=7 M=100 Y=54 K=35 COLOR REPRODUCTION (0NE COLOR) ON DARK BACKGROUND PMS 194 C C=7 M=100 Y=54 K=35 5

9 Alternative Logo Variations Alternative Logo Variations COLOR REPRODUCTION This is an alternate TAHOE Boats logo. It is appropriate for use on all TAHOE Boats communications. * REPRODUCES 4-COLOR PROCESS COLOR REPRODUCTION ON DARK BACKGROUND * REPRODUCES 4-COLOR PROCESS COLOR REPRODUCTION This is the primary T logo. It is appropriate for use as a secondary element to the primary TAHOE Boats logo. COLOR REPRODUCTION ON DARK BACKGROUND * REPRODUCES 4-COLOR PROCESS * REPRODUCES 4-COLOR PROCESS 6

10 Incorrect Usage The placement of the TAHOE Boats logo is an essential factor in establishing and preserving the brand identity. The following rules should be observed when placing a logo in all visual media: Logo Usage Guidelines 1. The logo should be placed in a position that provides visual prominence and immediate recognition. 2. No other logos should be placed in such a way as to compete visually with the brand logo. Size, color saturation and general visual strength of competing logos should be subordinate. 3. No adjacent or background design elements should overpower or diminish the visual strength of the brand logo. Competing elements such as color, texture and complex photographic images should be avoided. NEVER REMOVE ELEMENTS NEVER ROTATE NEVER REARRANGE ELEMENTS NEVER DISTORT NEVER CROP NEVER RECOLOR 7

11 Clear Space Clear Space The placement of all TAHOE Boats logos is an essential factor in establishing and preserving the brand identity. 1/2 HEIGHT OF LOGO = CLEAR SPACE SURROUNDING LOGO ON ALL FOUR SIDES Clear space surrounding the brand logo helps limit visual competition from other logos and distracting design elements. Whenever possible, allow a free space of neutral color or photographic image to surround the brand logo. This free space should be a distance on all four sides of the logo equal to one half the height of the logo. See diagram. 8

12 Copy Voice Copy Voice The goal of TAHOE Boats is to deliver more boat and fun than any other sport boat brand. The tone of our copy should be an extension of this and illustrate everything the brand stands for: fun, family time, skiing, fishing and a relaxing, comfortable life on the water. We should come across as a brand that provides an escape from the ordinary and the perfect means to enter a world without worries. The core headlines used when marketing TAHOE boats tell readers everything they need and want to know about the line-up. Life Looks Better in a TAHOE. Every Family Needs an Escape Vehicle. Measure Life in Moments and Memories. Fish From the Decks of Your New Family Room. Easy to Dock. Hard to Put Away. 9

13 Copy Standards and Mandatories The Importance of Standards Copy Standards and Mandatories Every TAHOE Boats associate, dealer and vendor plays an important part in protecting our company s trademarks and brand names. In addition to our trademark, TAHOE Boats has distinct typefaces (fonts) and logo colors, as well as copywriting rules and a personality that set it apart from its competitors. Proper and consistent use of all these elements reinforces our company s claim as the rights holder (legal owner) of the trademark. Improper use can result in loss of our rights. Trademark Usage REGISTERED TRADEMARKS must be CAPITALIZED COMPLETELY when used in body copy text. A single reference to the trademark is sufficient in either its first use or most prominent use within the document. Thereafter, it is unnecessary to repeat the symbol. If a trademark is used in sections of a document which may be published or distributed separately, each section should contain the or symbol at least once. 10

14 Grammar and Copy Guidelines Grammar and Copy Guidelines TAHOE Boats has established some general style guidelines for grammar and copy in our advertising, literature, websites and other company communications. If you are writing on behalf of our company, we expect good creativity, grammar and spelling. Sometimes grammar rules can be broken for a creative effect. But generally, proper grammar, spelling and consistency are very important in presenting our products and corporate image in a credible and businesslike way. Strive for consistency within each sentence and each document. If you are working on brochure headlines, for example, all headlines within the brochure should be consistent either all complete sentences or all phrases. All should be capitalized and punctuated consistently. 11

15 Color Palette BLUEBERRY PANTONE 295 C BLUEBERRY C=100 M=68 Y=8 K=52 R=0 G=47 B=95 TRUE BLACK PANTONE BLACK C TRUE BLACK C=0 M=0 Y=0 K=100 R=30 G=30 B=30 The TAHOE Boats color palette is a direct representation of the world our owners live in. The colors stand for everything TAHOE boats are built for: fun, sun, skiing, wakeboarding, family time, fishing and just plain relaxing in luxury and comfort. The colors are pulled from the actual boats, the equipment and even nature to encompass everything TAHOE boats are used for. Color Palette The TAHOE Boats palette is comprised of seven colors: two primary, two secondary and three accents. BLACK CHERRY PANTONE 504 C CITRON YELLOW PANTONE 143 C FOREST DRIVE PANTONE 357 C FISHIN FEVER PANTONE 485 C CLEAR WATER PANTONE 300 C A. Primary Colors: Blueberry and True Black are the main colors in the palette. Use them first. BLACK CHERRY CITRON YELLOW FOREST DRIVE FISHIN FEVER CLEAR WATER B. Secondary Colors: Black Cherry and Citron Yellow are secondary colors. Use them to support the primary colors. C=30 M=82 Y=44 K=73 R=89 G=44 B=53 C=0 M=32 Y=86 K=0 R=238 G=175 B=48 C=83 M=19 Y=73 K=58 R=39 G=89 B=55 C=0 M=93 Y=95 K=0 When possible, always match Pantone equivalent. R=213 G=43 B=30 C=100 M=42 Y=0 K=0 R=0 G=101 B=189 C. Accent Colors: Forest Drive, Fishin Fever and Clear Water are accent colors and should be used to back up the primary and secondary colors. Use them sparingly. Specifications for multiple media platforms have been listed so these colors can be properly represented in every format. 12

16 Typography adds distinction to the TAHOE brand. Berthold Akzidenz-Grotesk is the main typeface used in marketing TAHOE Boats. It is a perfect visual representation of what we are trying to convey to boaters, and would-be boaters. Fonts Akzidenz-Grotesk is an innovative and versatile font that has influenced many other typefaces. It was a forerunner in fonts, just as TAHOE Boats is a forerunner in its segment. Used correctly, this is a stylish, easy-to-read font that draws the readers attention. HEADLINES Berthold Akzidenz-Grotesk Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SUBHEADS Berthold Akzidenz-Grotesk Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BODY COPY Berthold Akzidenz-Grotesk Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BODY COPY HIGHLIGHTS Berthold Akzidenz-Grotesk Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Berthold Akzidenz-Grotesk Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Berthold Akzidenz-Grotesk Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz For consistency throughout publications, follow the specifications of fonts and weights as listed. When using certain web-based applications, some fonts may not be readily available. Please substitute a font with similar characteristics. 13

17 Photography Photography TAHOE boats are made for fun family getaways on the water so, naturally, lifestyle photography shots are at the heart of our marketing materials, and supported by beauty and action/running shots. 14

18 Photography Photography Lifestyle Our lifestyle photography should focus on quality time with family, great moments on the water and building memories. Our lifestyle shots should sell TAHOE Boats as the leader in fun, and the escape from the ordinary that our boats bring. 15

19 Photography Photography Beauty Our beauty shots showcase the boats themselves top-tier components, materials and craftsmanship and the best spots on the water that only a TAHOE boat can take them to. 16

20 Photography Photography Running The key to TAHOE action/running shots is to bring on-the-water fun and excitement to life and convey how much fun is in store for anyone who uses them. 17

21 Additional Assets ADDITIONAL ASSETS can be found on the Tracker Marine Dealer Marketing Solutions (DMS) site our one-stop shop for all of your branding, promotions, literature and event needs. Whether you are looking for brand-specific promotional signage, items for boat shows, hardware for your dealership, ad templates, literature or radio and TV commercials, you will find it here. Simply log in by entering your user name and password, or new users can follow the easy registration steps by clicking on New User Registration. VISIONPOINT.group360inc.com/tracker.cfm 18

22 Contact Info COPYWRITER Josh Ray (417) DIGITAL ASSET MANAGEMENT COORDINATOR Kim Phillips (417) TRACKER MARINE GROUP 2500 E. Kearney Springfield, MO

BRAND STYLE GUIDE External 07/ 2011

BRAND STYLE GUIDE External 07/ 2011 TABLE OF CONTENTS understanding the brand 01 What is a brand? 01 Why are guidelines needed? 01 Who should use these guidelines? 01 How should they be used? 01 Brand