brand guidelines 2012

Transcription

brand guidelines 2012
Re-brand2
Minimum Requirements 15
Primary FOX Logo
3
Logo Cruelty
15
2-color FOX Logo
4
Product Series
16
Corporate Tagline 5
Color Palette
17
Consumer Campaign
7
Text & Typography 17
2-color lockups Icon Set 10
11
Embroidery18
FOX Grammar
Download the logo package at http://foxshox.info/logos
Contact us at [email protected] if you have any questions
regarding FOX branding or usage of FOX logos, terms, and trademarks.
FOX — Redefining Ride Dynamics
915 Disc Drive, Scotts Valley, CA 95066 USA
ridefox.com
19
BRAND guidelines 2012
Re-brand
In 1974, racing was our foundation. We’ve
evolved into a consumer brand, but our
race heritage is still going strong. From now
forward, we are FOX, which reflects our
expanding product set.
URL
foxracingshox.com is now ridefox.com
Positioning
statement
FOX gives you the confidence to
push beyond your capabilities and
redefine your limits no matter
what your experience level.
ridefox.com
2
Primary FOX Logo
The primary FOX logo is 1-color, either white
on black background or black on white
background. See page 4 for use on colored
backgrounds.
The FOX logo should always have an ® locked
up with it* and always in the same color as
the logo. Use the closest appropriate size you
need from the proportioned logos provided.
Minimum 2-inch
Minimum 3-inch
*Logos used in large format (tradeshows, etc.) do not
necessarily need the ®. If used in large format, the ®
should be sized down appropriately.
Minimum 1-inch
Shown in white on black. Black box is to show background color
only — it is not part of the logo.
Do not use any other variation of the FOX
logo, including any version with “Racing
Shox”, 2-color without an outline, 4-color,
or blue.
ridefox.com
3
2-color FOX Logo
For use on solid colored backgrounds only.
DO NOT use
the 2-color logo on a black or
white background.
Colored boxes are to show background color only — they are not part of the logo.
Minimum size is 1-inch
ridefox.com
Never use on white or
black background
This is not the 2-color
logo, there should be
an outline
Do not fill the 1-color
logo with white letters
and tail tip
4
Corporate Tagline
FOX redefines ride dynamics for ATVs,
mountain bikes, motocross, off-road vehicles,
snowmobiles, trucks, and UTVs.
“Redefining Ride Dynamics” gets to the heart
of what we do at FOX, and is the corporate
tagline for use on all corporate collateral,
signage, etc.
In inline text, separate the company name
with an m-dash, surrounded by spaces. FOX
is set in all caps; Redefining Ride Dynamics is
set in Title Case. FOX and Ride are set in bold.
The m-dash is not bold.
ridefox.com
5
Redefining Ride Dynamics
Lockups
RRD lockups must include the FOX logo, and
are always 1-color, either white on black or
dark backgrounds or black on white or light
backgrounds. Can be used with or without ®.
RRD Stacked and RRD Strip lockups are the
primary versions, their use depending on
composition, placement, and background.
RRD Strip lockup — minimum 3-inch
RRD Stacked lockup — minimum 3-inch
RRD Strip lockup shown in white on black
RRD T-shirt lockup is more logo-based,
designed to be visible from a distance, and
used on the front of all logo t-shirts. The
RRD T-shirt lockup should only be used at a
minimum of 5 inches in width for legibility.
“Redefining Ride Dynamics” in the T-shirt
lockup should never be used on one line
without the logo.
See page 10 for use of RRD lockups on
colored backgrounds.
T-shirt lockup — minimum 5-inch
ridefox.com
6
Consumer Campaign
“Redefine Your Limits” evokes an emotional
connection, bridging between our tagline
and the consumer with an inspirational
call-to-action.
The consumer campaign should never be
used in place of the corporate tagline.
GWINNY
EXTRAS
Scan the code to meet
Aaron and download
free wallpapers.
2011 WORLD CUP SERIES DOWNHILL CHAMPION
AARON GWIN
foxshox.info/gwin
©2011 FOX Factory, Inc. All rights reserved.
Consumer campaign
(Inspirational call-to-action)
Aaron's Season Defining Moments
» Record-setting 5 wins in one season
» First American male to win the series overall
» First team to win the men's and women's DH
overall along with teammate, Tracey Moseley
Like FOX Racing Shox
foxshox.info/fb
foxracingshox.com/bike
Print ad featuring the 2011 World Cup Champion, Aaron Gwin.
ridefox.com
7
facebook
gallery
Scan for photos from
the 2011 season.
fox Celebrates
5 ChaMpionships
foxshox.info/5champs
Defining Moments in 2011
» ATVA Pro ATV Champion John Natalie Jr.
» GNCC XC-1 Pro Champion Chris Borich
Consumer campaign
» NEATV Pro ATV Champion Dustin Wimmer
» CMRC Pro ATV Champion Greg Gee
» WORCS Pro ATV Champion Jeremie Warnia
More print advertising examples utilizing the
“Redefine Your Limits” consumer campaign.
Consumer campaign
Like FOX
foxshox.info/fb
ridefox.com/atv
Corporate tagline
(Locked up with rail logo and icon set)
Print ad featuring the 5 ATV champions in 2011.
72
by thE
numbERs
winning
drivers on FOX
11 of 11
Scan to check out all
the wins from 2011.
sCORE trophy
truck victories
10 of 10
sCORE & bItD
Overall victories
2011
King of the
hammers
foxshox.info/orwins
Consumer campaign
2011 baja 1000 OveRall win
andy & scOtt mcmillin
Ready to Win?
Ride on FOX in 2012
» FREE Direct-to-Tech racer hotline
» FREE pre-race tuning sessions
» FREE track-side race support
» Factory-direct racer discount
» Discounted priority service
Learn more at foxshox.info/orjoin
Like FOX
foxshox.info/fb
ridefox.com/offroad
Rail logo / icon set
Offroad Race Program print ad featuring Baja 2011 Overall Winner,
Andy and Scott McMillin.
ridefox.com
8
Redefine Your Limits lockups
The RYL wordmark can be used with or
without the FOX logo. If used without, a FOX
logo by itself must accompany the tagline
somewhere on the same plane and in the
same color.
Lockups are always 1-color, either white on
black or dark backgrounds or black on white
or light backgrounds.
RYL wordmark — Minimum 2-inch
RYL lockup — Minimum 3-inch
Shown in white on black
Shown in white on black
See page 10 for use of RYL lockups on
colored backgrounds.
Do not add
any 2nd color to any FOX lockup.
ridefox.com
9
2-color lockups
For use on solid colored backgrounds only.
“Redefining Ride Dynamics” and “Redefine
Your Limits” lettering is always black.
DO NOT use
the 2-color lockups on a black or
white background, or over a photo.
RRD lockups (Strip, Stacked, and T-shirt) shown on colored
backgrounds.
ridefox.com
RYL lockups shown on colored backgrounds. Colored boxes are
to show background color only — they are not part of the logo.
10
Icon Set
The icon set — without ground, rail logo,
or wireframe — has leveled wheels, and
is always 1-color, either black on white or
light backgrounds or white on black or
dark backgrounds.
Minimum 3.25-inches
Shown in white on black. Black box is to show background color
only — it is not part of the logo.
icon wireframe
The icon wireframe is for use in printed,
non-advertising collateral only. Examples are
posters, packaging, and manuals.
The icon wireframe is always set in the lower
left corner of the plane, and bleeds off the
left edge of the page. 0.125" of bleed has
been provided in the EPS file (the blue
dotted line represents trim).
On black, icon wireframe is
80% black, with highlighted
sport icon in white.
On white, icon wireframe
is 30% black, with highlight
sport icon in black.
See page 13 for use of the icon set in ads.
Shown at 50% of minimum
width of 3.25-inches.
ridefox.com
11
rail logo
The rail logo is used on corporate letterhead
and business cards only, and can be
seen locked up with the icon set in print
advertising and corporate collateral.
Minimum 0.875-inch
Shown on black background. Black box is to show
background color only — it is not part of the logo.
100% black
50% black
30% black
ridefox.com
12
rail logo / Icon set lockup
The 7 icon sets reflect each of the 7 business
units at FOX, to be used in all printed
collateral, and locked up with the rail logo
and the ridefox.com URL. The black box
bleeds off the bottom of the page, and the
entire lockup is set .5-inch from the right
edge of the page.
The appropriate sport should be highlighted
in white. In cases that apply to the brand on
the corporate level, an eighth set is provided
unhighlighted.
ridefox.com
ridefox.com/snow
ridefox.com/bike
ridefox.com/utv
ridefox.com/moto
ridefox.com/truck
ridefox.com/atv
ridefox.com/offroad
Rail logo / icon set lockups are shown here at 50% of actual size. Tabs should bleed off the bottom page trim in
all cases (shown here unbleeding for display only).
ridefox.com
13
Highlighted icon
Logo tab
Dark background
Icons with foreground
Icon set opacity adjust
70%
Opacity on the dark background and icons
with foreground are to be adjusted as
needed on top of varying images, with a
difference of at least 30% for contrast.
(Effects set to Multiply)
30%
(Effects set to Normal)
ridefox.com/bike
Each sport is provided with a highlighted
icon in white. In cases that apply to the
brand on the corporate level, a set is
provided unhighlighted.
60%
(Effects set to Multiply)
35%
ridefox.com/moto
90%
20%
ridefox.com/atv
Icon set shown at 100% on 3 varying background values, visually adjusted while keeping a 30% contrast intact.
ridefox.com
14
Minimum Requirements
The FOX logo should be placed with a
generous amount of white space around it,
more than or equal to half the height of the
logo. Minimum sizes accompany each logo or
lockup throughout these guidelines.
Minimum 1-inch
Minimum 1-inch
Logo Cruelty
Do not use
any other variation of the FOX
logo, including any version with “Racing
Shox”, 2-color without an outline, 4-color,
or blue.
change orientation, modify or omit
elements, alter or amend artwork, change
scale of elements or proportions, distort by
cropping or masking, apply outlines, styles or
filters, recreate with different font, or create
new elements that look enough like the FOX
logo so as to cause confusion.
Do not
Do not change color, remove color, or add
any gradients.
Do not dilute the logo by putting it on a busy
background, deface, place text on top of,
overlap, or add surrounding elements.
When it doubt, just don’t alter the logo
in any way.
ridefox.com
15
Product Series
Each of our 3 product series have individual
wordmarks, with and without the word
“Series” attached.
» Factory Series
» Performance Series
» Evolution Series
All 3 product series should always be set in
Title Case when written in body copy.
Not ALL CAPS.
ridefox.com
16
Color Palette
Black and white are the primary FOX colors.
When an accent color is needed, PMS 3005c
is the primary FOX blue.
Factory Series is indicated with orange on
web and metallic gold in print, representing
Genuine Kashima Coat. Performance Series is
dark grey, and Evolution Series is light grey,
in varying tones of metallic silver.
Text & Typography
FOX uses the Gotham Narrow and Vitesse
font families. These typefaces can be
purchased online at typography.com
PT Sans Regular and Museo Slab @font-face
type kits are used on the FOX website.
Use Arial 10-12pt for all FOX corporate
documents and emails.
Black
White
FOX blue
PMS 3005c
C: 100 M: 34 Y: 0 K: 2
#007eff
Factory Series
Metallic 8960c
C: 15 M: 42 Y: 100 K: 1
#d99916
Performance Series
Cool Grey 10
or Metallic 877
C: 0 M: 0 Y: 0 K: 60
#696969
Evolution Series
Cool Grey 3
or 50% Metallic 877
C: 0 M: 0 Y: 0 K: 20
#999999
The Gotham Narrow family, 10pt
Vitesse Book Italic & Vitesse Black Italic, 10pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Italic styles not shown.
ridefox.com
17
Lettering fill and tail tip are not embroidered in 1-color logos.
Embroidery
The 1-color logo should be used for
embroidery, heat transfer, or labeling usage
on black or white backgrounds.
do not add
a color to the fill in the letters or
tail tip. Theses areas are knocked out and the
background fabric should show through.
The 2-color logo should be used for
embroidery, heat transfer, or labeling usage
on solid colored backgrounds.
ridefox.com
18
FOX Grammar
Correct usage
Notes
Correct usage
Notes
Correct usage
# in-lb
# N-m
1.5 kg
1.800.FOX.SHOX
120 mm
15QR™
2-position
200PSI / 200psi
20QR™
29 inch
36®
4-wheel
40 ®
Aftermarket
air shocks
never in/lb
never N/cm, N/m, N-m
space before kg
periods not dashes
space before mm
never QR15
disc brake
disc brake mounting
disc-only
Downhill / DH
dropout
DSC valve
dual speed
dual stage
Dual-Speed Compression (DSC)
email
end-of-travel damping
entry-level
EVOL™
Evolution Series
F.A.S.T. (Fast Adjust
Spring Technology)
Factory Series
F100 / F140 / F180
F29
fade-free
fine-tune
FIT™ / FIT FOX Isolated
Technology™
FLOAT® RP23 / FLOAT®
RP2
FLOAT®
FOX Factory, Inc.®
FOX’s®
FOX®
FOX — Redefining Ride
Dynamics
never disk brake, no hyphen
half-inch
hard ano
heat-treated
heavy-duty
high volume
high-flow
high-speed
Internal Floating Piston
(IFP)
Kashima Coat
life cycle
life span
lightweight
lineup
lockout
low-speed
lower leg
mid-sized
mid-stroke
mini-quad
Offroad
Off-Road
open bath
open cartridge
Own The Trail™
patent pending
Performance Series
Piggyback
air spring
air valve
All-mountain
Anti-Wallow Control
(A.W.C.)
backcountry
bezel
big-hit
Boost Valve®
bottom-out
Bottom-Out Control
(B.O.C.)
Brassmass™
bypass
cad-plated
co-developed
coil-over
counter-clockwise
Delrin
DHX®
dial
direct mount
no space
no dash
product name
product name
one word, title case
Air Shox when referring to
actual product
no hyphen
no hyphen
lowercase m
title case, with dots (could be
pronounced as a word)
one word, no hyphen
(see dial)
in body copy; space
in a sentence
title case, with dots (could be
pronounced as a word)
no hypen, lowercase
never title case
never bezel
no hyphen
Free The Trail®
Freeride
freestyle
full-in / full-out
full-open / full-closed
G-outs
when referring to discipline
no hyphen
valve is lowercase
no hyphen
no hyphen
no dots
never e-mail, Email, E-mail
all caps
with dots, never F.A.S.T. Adjust
Spring Technology
F-Series examples, no space
never 29er
FIT and FOX in all caps; no
periods in FIT
never just RP23 / RP2
all caps
FOX in all caps
possessive, never FOX'
FOX in all caps
FOX in all caps, use m-dash
surrounded by spaces, bold
FOX and Ride
one word
not fully
ridefox.com
PODIUM®
position-sensitive
post style
preload
ProPedal®
PROTUNE®
PROTUNESM
QR Code
RC2 damper
Notes
non-Kashima Coat
no hyphen
(no hyphen on laser etch)
title case
no hyphen
no hyphen
no hyphen
no hyphen
no hyphen
(no hyphen on laser etch)
no hyphen
no hyphen
Defense only
no hyphen
no hyphen
no hyphen
no hypen, no space, title case
when product name
all caps
no hyphen
no hyphen
all caps, regarding parts
all caps, regarding service
Correct usage
Rebound
Redefine Your Limits
Redefining Ride Dynamics
revalving
ride height
sag
Schrader valve
self-adjust
setup
set-up
short course
smooth bore
spring rate
star-fangled nut
super-finished
TALAS®
TALAS® 29
teflon-lined
Terralogic®
thru axle
tighten the nut to (#)
in-lbs torque
tool-free
Twin-Clicker®
ultra-lightweight
upper tube
UTV
VAN
Vanilla®
velocity-sensitive
website
Wherever You Ride®
wide-range
World Champion
world-class
X Games
Notes
title case inline text
title case inline text
no hyphen
no hyphen
lowercase
George F. Schrader invented it
noun, as in my setup
verb, as in set-up your vehicle
no hyphen
no hyphen
all caps
with space
no hyphen
never torque the nut
ultra always has dash after
no hyphen
never Side x Side
one word, lowercase
no hyphen
lowercase damper
19

brand guidelines 2012

Transcription

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