BRAND GUIDELINES USES

Transcription

1 1 Brand Guidelines

2 TABLE OF CONTENTS 3 BRAND GUIDELINES USES 4 HORSEWARE IRELAND 5 LOGO 6 - Primary version 7 - Clear space 8 - Minimum size 9 - Correct uses 10 - Incorrect uses 11 - Co-branded 12 CORPORATE COLOURS 13 CORPORATE FONTS 14 BRAND PRODUCTS 15 MAIN-BRANDS 15 - Clear Space 16 - Correct uses 17 - Incorrect uses 18 GET IN TOUCH 2

3 BRAND GUIDELINES USES Brand guidelines uses These guidelines are provided to ensure the correct and consistent use of the brand Horseware Ireland. A carefully managed and wellimplemented brand identity program will help carry our brand message to the world. Along with the logo, corporate colours, typography, and other visual elements, specific directions are included to help you manage the visual communication materials for Horseware Ireland. Who these guidelines apply to? These Guidelines apply to Horseware Ireland employees, customers, licensees, consultants, outside vendors, and other third parties. By accurately implementing this brand identity system, you protect the equity of Horseware Ireland and better support its repositioning. 3

4 ABOUT HORSEWARE IRELAND About Horseware Ireland Horseware, which was established in 1985, by Tom and Carol MacGuinness, is a leading provider of high performance branded products to the equestrian industry. The business includes the design, manufacture, marketing and sale of branded products, primarily blankets/rugs for horses and clothing for riders, to a worldwide market. Horseware strives to meet its customers expectations by providing a high quality product range at a variety of price points. Where exclusive becomes unique. We tailor our rugs according to customers needs in the Horseware performance centre. 4

5 LOGO The logo must be used to identify Horseware Ireland on all communications including external and internal. The integrity of the logo must be respected at all time. Never recreate or modify in any way. The primary logo for Horseware Ireland is created from a custommade typeface, the letterforms are rounded and geometrically shaped, giving dynamism and modernity to the brand. The strokes under it help to emphasize the tagline, Ireland, and finally the symbol describes our main product. 5

6 LOGO PRIMARY VERSION To ensure loyalty to the brand, the Horseware Ireland logo must only be displayed in a limited palette of color options. It is critical that the logo is not expressed in anything other than black, white or the corporate color (green). Whenever possible, please use the coloured logo, as it is most representative of the brand. 6

7 LOGO CLEAR SPACE Always keep a clear space around the Horseware Ireland logo to maintain visual clarity and to provide maximum impact of the brand. = X The minimum clear space is X, where X is equal to the weight of the symbol. This space is required around all sides of the logo. This applies to positioning around other printed elements, as well as from background field edges, trim and rules. 7

8 LOGO MINIMUM SIZE PRINT SIZE 40 mm SCREEN SIZE 150 pixels Minimum size refers to the smallest size at which the logo may be reproduced to ensure its legibility and integrity of the Horseware Ireland brand. Do not reduce its width to less than 40mm for print or 150 pixels for screen applications. Other reproduction methods may require the minimum size to be greater than the sizes identified here. 8

9 LOGO CORRECT USES To ensure the correct application of Horseware Ireland without any clutter we recommend to use the brand as follows. To guarantee its legibility working on pictures always keep the logo visible and with high contrast between the background without using any box. In any ad, catalogue or situation advertising any of our Horseware products (see page 14) this subbrand need to go with the main brand Horseware Ireland. 9

10 LOGO INCORRECT USES The consistent and correct application of the Horseware Ireland logo is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the brand. Drop Shadows The logo should not appear with any drop shadow in its elements. Tracking The tracking and distance of all the logo elements should never be altered. Scaling The horizontal and vertical scale should always change proportionately. Never stretch or condense the logo. Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brand to use separately. Axis of the logo The axis of the logo should never be skewed other than a full 90 degrees. Framing Do not position the logo within rules or frames Position The position of all the logo elements should not be changed. Never write here 10 Colour Any colour of the logo should never be changed Over printing Do not position the logo within a box overprint on dark or busy backgrounds. Always use a logo version that contrast well with the background. Ads Never attempt to redraw or to write on any ad of Horseware Ireland. Always use the space provide for your company in the template of page 11.

11 LOGO CO-BRANDED Everytime Horseware Ireland appears in a co-branded situation the following ad template should be used to maintain the maximum brand impact and clarity for both brands. Portrait Template Horseware Ad Landscape Template Horseware Ad Company Details Company Logo Company Details Company Logo Example 11 Company Details Company Logo Company Details Company Logo Company Details Company Logo

12 CORPORATE COLOURS The Horseware Ireland logo should appear in its colour version whenever possible. It is important that Horseware Ireland maintain a consistent appearance of the brand in all visual communications across various media types and materials. Using colours consistently in all communications will strengthen brand recognition, create impact and differentiate our brand. PANTONE 561CV R:26 G:104 B:86 C:72 M:0 Y:47 K:43 PANTONE BLACK C R:0 G:0 B:0 C:100 M:100 Y:47 K:43 12

13 CORPORATE FONTS Different standarised typefaces have been chosen as primary and secondary for the Horseware Ireland brand. They will need to be used in all printed and online communications. Each of the fonts selected maximise visual compatibility with the logo to convey a personality that is consistent with our brand. Primary Typefaces Avenir Book ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Regular ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Bodoni Regular ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Avenir Book Italic Avenir Light Avenir Light Italic Avenir Medium Avenir Medium Italic Avenir Black Avenir Black Italic Century Gothic Italic Century Gothic Bold Century Gothic Bold Italic Bodoni Italic Bodoni Bold Bodoni Bold Italic 13

14 BRAND PRODUCTS Since inception, Horseware Ireland has created and acquired a number of additional brands as illustrated in the Horseware Ireland family tree. 14

15 MAIN BRANDS Horseware Ireland never stops evolving and over time has created many brands. The main brands Rambo, Rhino and Amigo have special significance and have their own brand guidelines. CLEAR SPACE Always keep a clear space around Rambo, Rhino and Amigo logos to maintain visual clarity and to provide maximum brand impact. 15

16 LOGO CORRECT USES IMPORTANT In any ad, catalogue or situation advertising Rambo, Rhino or Amigo, the logo needs to go with the main brand Horseware Ireland on it To ensure the correct application of Rambo, Rhino and Amigo without any clutter we recommend to use the brand as follows. To guarantee its legibility working on pictures always keep the logo visible and with high contrast between the background without using any box. AMIGO LOGO HORSEWARE LOGO RAMBO LOGO RHINO LOGO HORSEWARE LOGO HORSEWARE LOGO 16

17 INCORRECT USES Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the brands. Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Do not extract any of the graphic elements contained in the brand to use separately. Drop Shadows The logo should not appear with any drop shadow in its elements. Tracking The tracking and distance of all the logo elements should never be altered. Scaling The horizontal and vertical scale should always change proportionately. Never stretch or condense the logo. Axis of the logo The axis of the logo should never be skewed other than a full 90 degrees. Framing Do not position the logo within rules or frames Colour Any colour or shape of the logo should never be changed Over printing Do not position the logo within a white box overprint on dark or busy backgrounds. Always use a logo version that contrast well with the background. 17

18 GET IN TOUCH Please ensure that you seek approval for any uses of the Horseware logo by ing All official logos and templates are available to download at horsewareshare.com You can also contact us at: Horseware Products Ltd. Finnabair Business Park Dundalk Ireland Tel Fax