STYLE GUIDE
Why this style guide? BigDog is a brand built on high quality standards and pride of workmanship. At BigDog, talented and dedicated workers take great pride in the mowers they design and build everyday. It is important to us that our brand image reflects our core values and clearly communicates the pride we take in our mowers. This guide will serve to help maintain our strong brand identity as BigDog expands globally and moves forward to reach new customers.
THE BIG DOG BRAND 05 GUIDE CONTENTS What and Where DESIGN OVERVIEW 06 LOGO STANDARDS 07 PHOTOGRAPHY 11 TYPOGRAPHY 10 DESIGN APPLICATION 13 BRAND SUPPORT 14
THE BIG DOG BRAND Mission & Vision BRAND VISION BRAND ATTRIBUTES BRAND PROMISE Our vision is to be the leader in the mower manufacturing industry by producing high-quality mowers showcasing our unparallelled workmanship. Through our unwavering dedication to providing an engaging experience through customer service, we will add value beyond our product for our customer. We are motivated to constantly evolve to supply our customers with a consistent superior product. The characteristics we want associated with the BigDog brand portray the sense of pride we have in our mowers. The core values of BigDog shall be the foundation of all marketing materials. We take pride in our ability to provide superior mowers for our customers. We are dedicated to providing a top-of-the-line product backed by evolving technology, attention to detail, experienced staff and high-quality mechanics. We promise to provide superb customer service for our customers to create an engaging and impactful experience. What is the BigDog brand? At its heart, the BigDog brand is a variance of elements that our customers experience, derived from our core values and vision. A strong brand such as BigDog builds customer loyalty while effortlessly reaching out to new markets and consumer bases, ever-growing. Each time a customer comes in contact with the BigDog brand, it should be an experience that clearly communicates the core values and pride of workmanship that BigDog strives to uphold. A strong brand is a competative asset, asserting BigDog s place in the market landscape and working to increase the companys profitablity. The BigDog brand identity also serves as internal inspiration and gives a sense of belonging to employees. BigDog is a brand that strives to be unparalleled in excellnce. Achieving arriving that goal will take successful brand management. 05
DESIGN OVERVIEW Overall Look and Feel Pill Gothic 300mg Light Pill Gothic 300mg Regular 06
LOGO STANDARDS Lockups and Clearspace PRIMARY LOCKUP SECONDARY LOCKUP TERTIARY LOCKUP The BigDog logo is not the end-all be-all of BigDog s brand identity, but is certainly a central asset and identification marker for our customers. The logo should be flexible, easily applicable across all media, yet maitain consistency and visual integrity. Shown here are various logo lockups, or configurations, to give the logo flexibilty to live in different spatial arrangements in varying This is the original lockup of the BigDog logo, used in most instances. The center aligned, closed gestalt lends itself to work well in the majority of layout applications. Used more infrequent scenerios, the secondary BigDog logo lockup has a more linear overall shape. This allows it to live well in layout situations where a more horizontal lockup works best. This third lockup scenerio, without the dog-in-oval mark, is used when a more simplified application of the BigDog logo is needed, usually in product application. In some situations the detail of the dog is difficult to reproduce making this lockup option the best choice. PRIMARY CLEARSPACE SECONDARY CLEARSPACE TERTIARY CLEARSPACE media. Also shown are the logo clearspace guides, use these to give the logo adequate clearance from the content around it to preserve its visual integrity. The open space around the logo is as visually important to the design as the logo itself. This ensures the logo can be seen and recognized easily and is uncluttered by surrounding graphics, other logos, or images. The clearspace around the logo is determined by the letter height of the mower co, then applied to the entire perimeter. No matter what size the logo is displayed at, the clearspace dimensions should remain proportional. The clearspace around the logo is determined by the letter height of the mower co, then applied to the entire perimeter. No matter what size the logo is displayed at, the clearspace dimensions should remain proportional. The clearspace around the logo is determined by the letter height of the mower co, then applied to the entire perimeter. No matter what size the logo is displayed at, the clearspace dimensions should remain proportional. 07
LOGO STANDARDS Color Palette BigDog Red BigDog Black BigDog Gray The color palette for BigDog aids in the logo s distinctive look. The bold red, charcoal black and subdued gray combine in different variations to work well on a variety of media. Shown here are variations of color used in the logo: a full color version, one color version, and reversed on a black background. Noted below each is a Pantone PMS number, RGB and CMYK designations, Pantone: 186 R206 G17 B38 C0 M91 Y81 K19 #CE1126 Pantone: Process Black, 90% R26 G26 B26 C0 M0 Y0 K90 #1A1A1A Pantone: Process Black, 10% R229 G229 B229 C0 M0 Y0 K10 #E5E5E5 and a hex number. It is important the brand colors stay consistent throughout their use in various applications, and do not shift to TWO COLOR LOGO ONE COLOR LOGO BLACK BACKGROUND LOGO various hues, tints and shades degrading the value of the mark as an identifier. Whether the logo appears in print, film or on a product, these variations will give design flexibility while maintaining consistency. The logo in full color should be used whenever possible. The PANTONE, RGB, CMYK, and Hex color specifications are given, and should not be changed. The logo in one color should be used only when necessary. The BigDog Red Pantone 186 should be converted to 60% Pantone Process Black, or C0, M0, Y0, K60 Often times, the Big Dog logo will need to be used on a black or almost black background. All of the elements normally black should be changed to light gray. 08
LOGO STANDARDS What Not To-do STRETCH DISPROPORTIONATELY USE INCORRECT COLORS APPLY EFFECTS The BigDog mark and lettering has been carefully designed with consideration to the proportions, thicknesses, type choices, letterform weights and many other details. It is important to maintain the integrity of the mark by not changing or altering the logo in any way not specified in this guide. Shown here are examples of using the mark incorrectly so as to change it from its Stretching the BigDog logo to any degree changes its carefully laid out proportions and distorts the structure of the logo. There should be no reason, in any circumstance, to stretch the BigDog logo horizontally or vertically. A key aspect of maintaining consistency across the BigDog brand is the standardization of the color scheme. Deviating from this color scheme degrades the integrity of the mark and the brand. The BigDog logo does not need additional effects applied as it degrades the marks integrity and supersedes the many design considerations taken in its creation. intended form. SEPARATE THE MARK FROM THE TYPE HIGHLY PATTERNED BACKGROUND CHANING THE TYPEFACE BIGDOG The space between the dog-in-oval mark has been carefully considered, as it is important to retain the visual connection between the two. This spacial relationship should not be changed. There are some cases the BigDog logo can be used on a photographic background, however this should be avoided in most cases, especially when the image has a highly textured/patterned background. The BigDog logo type is custom and should never be switched or replaced with another typeface. 09
TYPOGRAPHY Fonts and Their Use PILL GOTHIC FONT FAMILY GOTHAM FONT FAMILY HIERARCHY Pill Gothic 300mg Light Pill Gothic 300mg Regular Pill Gothic 300mg Semi Bold Pill Gothic 300mg Bold Pill Gothic 600mg Light Pill Gothic 600mg Regular Pill Gothic 600mg Semi Bold Gotham Light Gotham Light Oblique Gotham Book Gotham Book Oblique Gotham Medium Gotham Medium Oblique Gotham Bold Different point sizes, same weights Big Dog makes a home. Epsum factorial non deposit quid pro quo hic escorol. Olypian quarrels et gorilla congolium sic ad nauseum. Souvlaki ignitus carborundum e pluribus unum. Defacto lingo est igpay atinlay. Big Dog makes a home. Epsum factorial non deposit quid pro quo hic escorol. Olypian quarrels et gorilla congolium sic ad nauseum. Souvlaki ignitus carborundum e pluribus unum. Defacto lingo est igpay atinlay. Different weights, same point sizes Big Dog makes a home. Epsum factorial non deposit quid pro quo hic escorol. Olypian quarrels et gorilla congolium sic ad nauseum. Souvlaki ignitus carborundum e pluribus unum. Defacto lingo est igpay atinlay. Big Dog makes a home. Epsum factorial non deposit quid pro quo hic escorol. Olypian quarrels et gorilla congolium sic ad nauseum. Souvlaki ignitus carborundum e pluribus unum. Defacto lingo est igpay atinlay. Adding to the visual language of the BigDog brand is the typography and font choices used across all media. Typography lends style, voice, texture and clarity to the brand and what it communicates. Typefaces should work functionally, yet also build a sense of character into the brand through their use. When multiple typefaces are used they should be complimentary and have a sense of hierarchy and purpose. Typography used well should capture attention and reveal information with clarity, focus, order and structure. Pill Gothic 600mg Bold Gotham Bold Oblique COLOR Big Dog makes a home. Big Dog makes a home. Big Dog makes a home. Pill Gothic walks the tightrope between a heads-down, hard-working, utilitarian sans and something that stands out, saying, Look at me! The name Pill Gothic came from early studies of the condensed weight where the lower case characters had the shape of a pill capsule. From the lettering that inspired it, Gotham inherited an honest tone that's assertive but never imposing, friendly but never folksy, confident but never aloof. The inclusion of so many original ingredients a lowercase, italics and a comprehensive range of weights enhances these forms' plainspokenness with a welcome sophistication, and brings a broad range of expressive voices to the Gotham family. Here are some simple guidelines for hierarchy in the use of type. Using different point sizes and same weights, or different weights and same point sizes is a simple, sure way to create a visual hierarchy with type. Bringing color into this equasion is a third way to enhance the hierarchy. 10
PHOTOGRAPHY Product Images ENVIRONMENTAL SILHOUTTE Photography is an essential component of the BigDog brand in displaying the mowers in a visually attractive, yet unobstructed and clear image. We have divided product photography into two categories: the first is the sihlouette image, showing a clear profile of the mower and its components. This category of photogrpahy is highly standardized as to achieve a consistant look to each of the mowers. Lighting accentuates dimension and detail, shadows and highlights. The second category is environmental, showing the mowers within an enviroment that highlights thieir unique look, characteristics, or features, while giving a sense of place. This example shows how the mower photography can be used to create atmospheere and mood while highlighting only one feature- in this case the LED headlights. The examples above show the consistent angle and clarity of focus that highlights the features of the mower. Subtle shadowing underneath is used to ground the mower and keep it from having a cut & paste feel on the white background. 11
PHOTOGRAPHY Lifestyle Images The Big Dog Lab Environmental In BigDog lifestyle imagery, the mower is not necessarily the focus of the image, but rather a display of the BigDog lifestyle: outdoor living, easy and carefree lawn maintenance, love of family, fun, and outdoors, and of course, the love of dogs! BigDog lifestyle photoraphy should be fresh, relatable, and inviting. The images should create a true-to-life depiecion of life with a BigDog mower. This Black American Lab is at the heart of the BigDog brand identity. Including it in brand photography will connect with viewers in a special way. The lifestyle of BigDog mower is easy going, centered around friends, family, and the enjoyment of a great yard. Images like this should appear natural and effortless, and create a great sense of the BigDog brand values. 12
DESIGN APPLICATION Cross-media consistency So, what does the BigDog brand look like when applied across the vatiations of media used within the brand? There should be consistency, but not everything has to look the same. At every consumer touchpoint there should be a clarity that says without question, This is the BigDog brand. 13
BRAND SUPPORT Contact Us bigdogmowerco.com info@bigdogmowerco.com 14