BELGARD BRAND GUIDELINES
This is the verbal, visual and tonal blueprint of the Belgard brand. From our purpose and positioning, to the tools we use to communicate consistently, the elements of how our brand works together in a deliberate way. This book will help you bring our brand to life.
Contents 4 BRAND STORY 6 Our Characteristics 10 Our Belief 21 Our Purpose 23 Guidelines Overview 24 IDENTITY ELEMENTS 25 The Belgard Logo and Logo Usage 32 Brand Extensions 34 Color Palette and Color Usage 37 Typography 3
Belgard has always been a brand of proficiency. We pride ourselves in being the best in the business and in helping our industry partners succeed. But as the market and the needs of our customers evolve, so must we. Today s consumers aim high, looking to lead fulfilling lives with meaningful experiences that enrich their everyday. A luxe lifestyle is no longer about scrimping on needs and splurging on wants. It s about creating a sense of happiness and affluence on their terms. 4
Belgard is both aspirational and inspirational. More than a beautiful, timeless and durable product we will be synonymous with outdoor living. 5
Only Belgard designs dependable, personalized products and services turning creativity and craftsmanship into lasting outdoor spaces. The following six characteristics define us as individuals and as a brand. They are the qualities our customers use to describe our work. 6
UTILITARIAN Because customers shouldn t have to choose between pretty and practical. APPROACHABLE Any project, anywhere, we make it easy to work together. 7
IMAGINATIVE We have the creativity to realize any vision however unique. ENDURING Our products are as long-lasting as our partner relationships. 8
AUTHENTIC Never superficial, our products and people are real to core. HUMBLE We let our work do the talking. 9
FOR SOME, THE OUTDOORS IS AN escape. 11
A PLACE TO unwind. 12
AN OPPORTUNITY to get your hands dirty. 13
AN OUTLET FOR self-expression. 14
To realize A VISION. 15
FOR OTHERS, THE OUTDOORS ARE to be shared. 16
A CANVAS to create. 17
A PLACE TO celebrate. 18
TO FEEL welcoming. 19
AND TO make believe. 20
We are the go-to place, to so many. Our every word and every action should embody the smart, innovative and proficient brand we are. This is how we bring the Belgard brand to life.
The following guidelines provide an overview of the essential elements of our brand, and instructions on how to apply them consistently. The guide describes how to use these elements across all types of communication. Following these guidelines will create continuity, and strengthen our brand equity. 23
Identity Elements The proper combination of the identity elements reinforces the brand foundation. It portrays the innovative nature of our products, inspires our employees, and captures the imagination of our dealers, contractors and consumers.
IDENTITY ELEMENTS / LOGO The Belgard Logo The Belgard logo is the centerpiece of our communications. Bold and simple, the logo is rooted in the heritage of our products, yet feels contemporary for a modern audience. Symbolically, it represents the combination of hardscape products and the feeling of a constructed design. More literally, it is simply a B, an abbreviation for Belgard. SYMBOL The visual and emotional representation of our brand. WORDMARK A contemporary type treatment that feels modern and forward thinking. BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 25
IDENTITY ELEMENTS / LOGO Logo Forms and Application The Belgard logo is extremely versatile in its form and application. It can be applied in the outline form for a more technical feeling, or as a solid form for a bolder, modern look. It may appear on white or light colors or reversed out of darker tones. The logo also works well over photography, or as a window to reveal product. SOLID Use the solid logo at smaller sizes, for a bolder impression, in place of the outline form. OUTLINE This treatment should be the most common application of the logo on light backgrounds. WINDOW This treatment can work well as a diecut or graphic to showcase product or texture. REVERSE OUTLINE The balance of positive and negative forms creates a striking presence on solid colors. REVERSE SOLID Create a bolder, simpler statement on color with the solid treatment of the logo. OUTLINE OVER IMAGE At large and medium sizes, this treatment works well to showcase the image. SOLID OVER IMAGE At smaller sizes, this treatment makes a bold impression on photography. TRANSPARENCY Subtle shifts in transparency can help lift the logo off the photo for a more dimensional feeling. BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 26
THE BELGARD B SYMBOL The logo symbol is such a strong design element that it can be separated from the wordmark to create a more dynamic visual presence on a variety of applications. However, both the symbol and the wordmark must be present in the same application if the symbol is being separated from the logo. 27
THE WORDMARK The wordmark also works very well on its own for an elegant, sophisticated feel in its execution. The wordmark by itself should only be used in more premium applications. The symbol does not have to appear with the wordmark, but may be included as a sign-off or secondary element. [YEAR] IDEA BOOK BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 28
IDENTITY ELEMENTS / LOGO Clear Space.25X.25X.5X.5X Protecting the integrity of the mark is critical to building consistency within the brand. No copy or other graphics should appear in the clear space. The and can be scaled down when the workmark, or logo, appears at a size greater than 4 wide or 3 tall. X X X X.25X.25X.5X.5X LOGO CLEAR SPACE The clear space for the logo is.25x, where X is the height of the logo SYMBOL CLEAR SPACE The clear space for the symbol is.5x, where X is the height of the symbol 1.25 X X 1.25 X X WORDMARK CLEAR SPACE The clear space for the wordmark is 1.25X, where X is the height of the wordmark 1.25 X 1.25 X BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 29
IDENTITY ELEMENTS / LOGO Logo Minimum Sizes LOGO / PRINT LOGO / DIGITAL The following sizes have been established to provide a measure of consistency and legibility in standard print and digital applications. While there is no maximum size, the logo should be prominent but not overbearing. Remember to maintain the defined clear space..75 in.6 in 55 px 40 px SYMBOL / PRINT SYMBOL / DIGITAL.5 in.25 in 35 px 15 px WORDMARK / PRINT WORDMARK / DIGITAL.125 in 10 px BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 30
IDENTITY ELEMENTS / LOGO Unauthorized Logo Usage BELGARD Do not change the scale or spatial relationships on any part of the logo. Do not change typefaces within the logo or lockup anything with the logo. Do not change the color relationships of the approved logos. Do not add gradients, drop shadows or unnecessary effects to the logo. Do not skew, bend, rotate, warp, distort wrap or crop the logo. Do not outline any part of the logo when used as an identifier. Do not flip, reflect or reverse any part of the logo. Do not place the logo on confusing or overly-busy backgrounds. BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 31
IDENTITY ELEMENTS / LOGO Icon Brand Extensions The icon brand extensions help codify divisions within Belgard. They should be treated with the same integrity as the Belgard logo. These brand extensions represent four categories: marketing, design, finance and education. They also denote certified Belgard contractors and dealers, with an added color system for silver, gold and platinum..5x X.5X MARKETING DESIGN FINANCE EDUCATION.5X X.5X min.5 in These brand extensions may be shown together in a series, but should never be locked up with the Belgard logo or wordmark. Please follow the recommended clear space and minimum sizes..5x CONTRACTOR.5X DEALER X X.5X.5X min.5 in.5x.5x X X.5X.5X min.5 in BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 32
IDENTITY ELEMENTS / LOGO Typographic Brand Extensions Premium brand extensions receive a unique typographic treatment of the wordmark. The Belgard Design Center is an example of this form of treatment. This brand extension has been created specifically for the design center to work in collateral and environmental signage. Future typographic brand extensions should follow these spatial and sizing relationships. Belgard Wordmark Typographic Identifier Belgard Wordmark: Use only the approved Belgard wordmark in typographic brand extensions. 1.25 X 1.25 X Typographic Identifier: The identifier should be set in Din Next Medium, all caps, at.35x, where X is the height of the Belgard wordmark. The identifier should be spaced below the wordmark.50x. The tracking for these characters should be set at 240. X 1.25 X X 1.25 X.50X.35X Min.25 in BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 33
IDENTITY ELEMENTS / COLOR Brand Color Palette Our color palette is sophisticated and modern. The diversity of hues are inspired by the outdoor world in which the brand lives, providing a wide range of possibilities. It feels aspirational and premium. Use the PMS colors whenever possible in print applications. The CMYK colors can be used as an alternative to the PMS color in print. RGB values are for use in digital applications. PRIMARY COLORS PMS 295 C C 100 M 83 Y 44 K 45 R 10 G 41 B 81 PMS COOL GRAY 1 C C 9 M 5 Y 11 K 0 R 230 G 231 B 223 PMS 429 C C 38 M 28 Y 27 K 0 R 164 G 170 B 173 PMS 877 C Metallic for print only. Primary Colors: Navy, cream and a silver/gray form the foundation for the Belgard brand. Secondary Colors: Neutral earth tones create a natural feel and warmth in our applications. SECONDARY COLORS PMS 7540 C C 68 M 61 Y 59 K 46 R 65 G 65 B 66 PMS 416 C C 51 M 42 Y 52 K 10 R 125 G 127 B 116 PMS 463 C C 39 M 64 Y 91 K 34 R 132 G 78 B 40 PMS 465 C C 23 M 40 Y 74 K 3 R 194 G 149 B 89 PMS 453 C C 25 M 22 Y 43 K 0 R 195 G 186 B 152 Accent Colors: Brighter tertiary colors reflect the variety of hues found in outdoor living. These colors should be used sparingly as accents within an application. ACCENT COLORS PMS 209 C PMS 7593 C PMS 7495 C PMS 2235 C C 38 M 92 Y 58 K 37 C 25 M 86 Y 92 K 18 C 47 M 27 Y 96 K 5 C 81 M 9 Y 41 K 15 R 117 G 37 B 61 R 164 G 65 B 42 R 145 G 153 B 60 R 0 G 148 B 144 PMS 695 C PMS 131 C PMS 577 C PMS 629 C C 27 M 65 Y 49 K 6 C 14 M 45 Y 100 K 1 C 36 M 10 Y 64 K 0 C 38 M 3 Y 12 K 0 R 178 G 107 B 109 R 216 G 147 B 40 R 172 G 195 B 126 R 154 G 209 B 220 BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 34
IDENTITY ELEMENTS / COLOR Color Application on Logo The primary color application to the logo should always be the Belgard navy and gray/ silver. This same color principle applies to instances when the icon and the wordmark are separated from each other in the same application. BELGARD LOGO IN NAVY BELGARD LOGO IN GRAY BELGARD LOGO IN SILVER BELGARD WORDMARK IN NAVY & GRAY/SILVER BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 35
IDENTITY ELEMENTS / COLOR Reverse Logos on Color The Belgard logo can also be reversed out of the primary blue and gray, and the secondary colors. Reverse logos on the secondary colors should be used sparingly and follow the appropriate clear space. Do not reverse the logo out of the cream in the primary palette. APPROVED REVERSED LOGOS ON PRIMARY COLORS APPROVED REVERSED LOGOS ON SECONDARY COLORS BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 36
IDENTITY ELEMENTS / TYPE Brand Typography Primary Typeface: Cargan is a transitional serif typeface that works well for large headlines, body copy and certain small details in layout. It s geometric look, variety of weights and approachable feeling make it the perfect pairing to the Belgard logo and will set the tone for all Belgard communications. Secondary Typeface: Din next is a very structured, geometric typeface. It is flexible for large sizes, and small details. It also works well for body copy and numbers. Din Next is a secondary support typeface to Cargan and should never be the leading typeface in our consumer facing applications. Accent Typeface: Din Next Condensed feels bolder and more technical than it s parent typeface. It should be used for accents and very small details as a companion to Din Next to give our applications more texture and help in navigation. PRIMARY TYPEFACE Cargan Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 ACCENT TYPEFACE Din Next Condensed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 SECONDARY TYPEFACE Din Next Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 BELGARD BRAND GUIDELINES VERSION 1.0 MARCH 2015 37
MAKE OUTSIDE YOUR KIND OF BEAUTIFUL. 38
2015 Belgard. All rights reserved. NOTE: Imagery and other third-party content in this presentation is provided For Placement Only, without clearance or licenses. Content should not be used outside of this presentation without first obtaining appropriate licenses, releases, and/or permissions. If these images are available to purchase, then we can also include the following: Images can be purchased from websites such as shutterstock.com, gettyimages.com,masterfile.com, corbis.com, stocksy.com or offset.com..