MINNETONKA BRAND IDENTITY GUIDE

Transcription

1 MINNETONKA BRAND IDENTITY GUIDE

2 CONTENTS I INTRODUCTION 03 OUR HISTORY OUR BRAND ESSENCE 06 II LOGO GUIDELINES 07 LOGOTYPE 08 LOGO CLEARANCE 09 ARROWHEAD ICON 10 ICON CLEARANCE 11 III INCORRECT USAGE 12 LOGO USAGE 13 IV COLOR 14 BRANDED COLORS 15 V TYPOGRAPHY 16 BRANDED FONTS 17 VI PHOTOGRAPHY 18 TONE 19 VII CONTACT MINNETONKA 20 MINNETONKA BRAND IDENTITY GUIDE 02

3 Introduction

4 EST However the world changes, from its major historical moments to its trends and styles, generation after generation finds their way to Minnetonka. People will always be in search of something unique and comfortable and real. And they ll always find it here.

5 1946: BORN IN A GIFT SHOP It began over half a century ago. Americans, returning from the Second World War took to the open road they d pile in a Studebaker and take any highway west. They sought natural wonders and roadside attractions and returned home wearing Minnetonka moccasins. 1955: THUNDERBIRD MOC Introduced in 1955, this iconic moccasin, with its distinct bead design, has experienced waves of popularity from the 1980s right up to today. 1960s-70s: SUMMER OF LOVE It was a time of change, a time where people challenged their beliefs, their music, and their style. Hippies redefined the American identity through individuality. Fringe and moccasin styles became the look of the moment, the most popular of which continue to be best-sellers today. 1980s: CULTURAL INFLUENCE The western trend originated in Europe in the early 1980s based on the fascination with American culture and western styles. This trend also caught on in the United States, leading to the Urban Cowboy fad (based on the hit movie) and propelling Minnetonka to the forefront of fashion as a must-have item. 1990s: FROM MOCS TO SANDALS With over four decades of dedicated Minnetonka customers, demand lead to the creation of our sandal collection. The styles were modeled after design elements popular in the mocs and boots : BOHEMIA IS BACK All the way from worldly music festivals to the feet of top models and Hollywood actresses, Minnetonka fringe led the way as an essential for the boho chic lifestyle. TODAY AND BEYOND: WELCOME TO THE JET SET Where they used to be seen as an accessory for a subculture, Minnetonka s products have become fashionable footwear for everyday. Travel the world and you will find Minnetonka in over 50 countries worldwide. MINNETONKA BRAND IDENTITY GUIDE 05

6 INSPIRE EVERY STEP Minnetonka unites distinct style with comfortable, hand-made footwear for those who seek to stand apart.

7 Logo Guidelines

8 LOGO Below are approved Minnetonka brand logotypes. To download a logo simply click on the highlighted box that is specific to the file type needed. DOWNLOAD EPS DOWNLOAD EPS TIF DOWNLOAD Pantone 186 Process (CMYK) Web (RGB) JPG PNG DOWNLOAD Black EPS TIF DOWNLOAD Web (RGB) JPG PNG DOWNLOAD EPS DOWNLOAD EPS DOWNLOAD Pantone 186 Process (CMYK) Web (RGB) PNG DOWNLOAD White EPS DOWNLOAD Web (RGB) PNG Note: These are the only colors that may be used in the Minnetonka logo. MINNETONKA BRAND IDENTITY GUIDE 08

9 LOGO CLEAR SPACE ACCEPTABLE LOGO CLEARANCE To place the logo properly, maintain a minimum clearance equal to the space between the bottom of the Minnetonka type and the bottom tip of the arrowhead (measured in ) around the logo and other elements. MEASUREMENT OF The measurement of is defined by the height of the space between the bottom of the Minnetonka type and the bottom tip of the arrowhead. MINIMUM SIZE The size of the logo can change, depending on its use. However, the logo must always be legible. To ensure this, the Minnetonka logo should never appear smaller than.75 in width..75 MINNETONKA BRAND IDENTITY GUIDE 09

10 ICON THE MINNETONKA ARROWHEAD ICON The arrowhead icon is available to support and strengthen our brand identity. Use the arrowhead icon as a dynamic element of the identity palette. The icon should be used as a modern graphic element and should add to the unique Minnetonka brand experience. The arrowhead icon is not meant to be used as an alternative version of the full Minnetonka logotype as shown on page 8. DOWNLOAD EPS DOWNLOAD EPS DOWNLOAD Pantone 186 Process (CMYK) Web (RGB) PNG DOWNLOAD Black EPS DOWNLOAD Web (RGB) PNG DOWNLOAD White EPS DOWNLOAD Web (RGB) PNG Note: These are the only colors that may be used in the Minnetonka arrowhead icon. MINNETONKA BRAND IDENTITY GUIDE 10

11 ICON CLEAR SPACE ACCEPTABLE ICON CLEARANCE To place the icon properly, maintain a minimum clearance equal to the space between the bottom of the M and the bottom tip of the arrowhead (measured in ) around the logo and other elements. MEASUREMENT OF The measurement of is defined by the height of the space between the bottom of the M and the bottom tip of the arrowhead. MINIMUM SIZE The size of the icon can change, depending on its use. However, the icon must always be legible. To ensure this, the arrowhead icon should never appear smaller than.25 in width and in height..25 MINNETONKA BRAND IDENTITY GUIDE 11

12 Incorrect Usage

13 INCORRECT LOGO USAGE UNACCEPTABLE LOGO USAGE Below are examples of how NOT to use or distort the Minnetonka logo. missing changing the T proportion changing the T color old logo warping or distorting logo using unapproved colors combining text with logo outlined logo MINNETONKA BRAND IDENTITY GUIDE 13

14 Color

15 COLOR MINNETONKA COLOR PALETTE The Minnetonka color palette is primarily communicated by red, black and white. The simplicity of this color palette distinguishes Minnetonka from other competitive brands and elevates the prominence of the brand. Color specifications are supplied; do not substitute colors or add new colors to this palette. PRIMARY PANTONE COLORS MINNETONKA RED PMS 186 MINNETONKA BLACK PMS BLACK MINNETONKA WHITE By highlighting particular colors we start to create a visual identity that quickly relates back to Minnetonka. An example of this would be the simplicity of our white product boxes with our 2-color logo. SECONDARY COLOR MINNETONKA GREY 50% BLACK 4-COLOR PROCESS C 0 M 0 Y 0 K 50 4-COLOR PROCESS C 0 M 100 Y 81 K 4 4-COLOR PROCESS C 0 M 0 Y 0 K COLOR PROCESS C 0 M 0 Y 0 K 0 RGB R 147 G 149 B 151 RGB R 200 G 16 B 46 RGB R 0 G 0 B 0 RGB R 255 G 255 B 255 HE COLOR # HE COLOR #C8102E HE COLOR # HE COLOR #FFFFFF Note: These are the only colors that may be used in the Minnetonka logo. MINNETONKA BRAND IDENTITY GUIDE 15

16 Typography

17 TYPOGRAPHY THE MINNETONKA FONTS SYSTEM The Minnetonka branded fonts system plays an important part in building the Minnetonka brand. Our primary typeface is Brandon Grotesque. It has a functional look with a warm touch. While the thin and the black weights are great performers in display sizes, the light, regular and bold weights are well suited to longer texts. Courier New is a mono spaced slab serif typeface designed to resemble the output from a strike-on typewriter. It is mainly used as a secondary font to Brandon Grotesque and Filmotype LaSalle. Filmotype LaSalle was developed from the original font filmstrips and has a distinctive look. It should be used as an accent to Brandon Grotesque and Courier New or to accentuate a headline. PRIMARY FONT: BRANDON GROTESQUE REGULAR Brandon Grotesque Thin ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Brandon Grotesque Light ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Brandon Grotesque Regular ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Brandon Grotesque Bold Italic ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Brandon Grotesque Black ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Brandon Grotesque Black Italic ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; SECONDARY FONT: COURIER NEW REGULAR Courier New Regular ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Courier New Bold ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; ACCENT FONT: FILMOTYPE LASALLE Filmotype LaSalle Brandon Grotesque Regular Italic ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; Brandon Grotesque Bold ABC DE FG HIJKLMN OPQRS T U V W YZ !?.,; BRANDON GROTESQUE The font family recommended for most Minnetonka communication is Brandon Grotesque Regular. Available from most font retailers, including FontShop ( and Linotype ( ABCDEFGHIJKLMNOPQRSTUVWYZ !?.,; MINNETONKA BRAND IDENTITY GUIDE 17

18 Photography

19 PHOTOGRAPHY MINNETONKA S PHOTOGRAPHY STYLE The Minnetonka lifestyle and product photography is another important aspect to our brand communication and tone. Our photography style is shot primarily in natural light, which showcases the detail found in our product and gives a warm overall tone to the imagery. Using scenic imagery, unique locations, and natural sunlight are important to emote feelings of adventure, travel and optimism. Note: Seasonal campaign images provided by Minnetonka are the ONLY approved images for use at retail. To access these images click here. Your Minnetonka representative can provide you with the appropriate login and password to access these materials. MINNETONKA BRAND IDENTITY GUIDE 19

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