Home. Brand Standards & Guidelines Version 1.0

Transcription

1 Home Introduction Brandmark Graphics Photography Brand Standards & Guidelines Version 1.0 Advertising

2 Home Introduction Brandmark Graphics Photography Advertising Brand Introduction Slime Brand Introduction Since 1989, Slime has been committed to providing our customers with high quality, innovative tire care products. As the worldwide leader in tire care, we offer a complete line that allows us to present retailers and distributors with a category solution, while giving customers the tools they need to care for their tires, save money, stay safe and have fun. At Slime our commitment to being green goes deeper than just our brand color. Slime s complete product line works together to keep tires out of landfills. Choosing to use Slime to repair a flat enables the tire to be cleaned, professionally repaired, and remain in use. Regular use of Slime pressure gauges and inflators ensures that tires operate at proper pressure levels, maximizing tire tread life. The purpose of this brand standards manual is to provide guidance for business partners, distributors, brokers and creative agencies in applying the Slime brand and creative assets to marketing communications materials. Adherence to these guidelines is crucial for maintaining the integrity of the Slime brand and adding value to partner relationships. If you have any questions regarding the application of the Slime brand standards to marketing communications materials, please contact the Slime art department at Page 2

3 Home Introduction Brandmark Graphics Photography Advertising Elements Colors Placement Unauthorized Use Sub-Branding Brandmark Elements The Slime wordmark, and the oval shape and border surrounding the wordmark, are core elements of the Slime brand identity. The Slime wordmark name may not be removed from the oval shape. Whenever possible, include the brand tagline: Worldwide Leader in Tire Care staged over the brandmark. For very small applications of the logo (.5 high or less) the tagline may be eliminated for reproduction purposes. Tag Line Wordmark Oval Shape & Border Page 3

4 Home Introduction Brandmark Graphics Photography Advertising Elements Colors Placement Unauthorized Use Sub-Branding Brandmark Colors Full Color Version The full color version of the Slime brandmark is the preferred version for use in layouts whenever possible. The full color version of the brandmark includes rendered graphic elements with gradients in the green border, green dot (over the i ) and in the dimensional elements of the Slime wordmark. One Color Version If production of the layout allows for the use of only one color, then the Slime brandmark may be reproduced in only one of two approved colors: 1. Positive in Slime Green or Slime Rich Black 2. Reverse to white from Slime Green or Slime Rich Black (See Graphics/Brand Colors for color specifications). Greyscale Version The Slime brandmark with gradients can be used in grey scale if production of the layout does not allow for the use of color. Please and use the grey scale version of the brandmark provided below; do not create your own grey scale version of the brandmark. Page 4

5 Home Introduction Brandmark Graphics Photography Advertising Elements Colors Placement Unauthorized Use Sub-Branding Brandmark Placement Clear Space The specifications outlined below describe the minimum clear space that must be maintained around the identity artwork. (X) is defined as one half the height of the letter s in the Slime wordmark. Brandmark with Tag Line The specifications outlined below describe the minimum copy clear space that must be maintained between the identity artwork and the tag line. (Y) is defined as the cap height of W in the Tag Line: Worldwide Leader in Tire Care. Minimum clear space required around the Slime brand identity is defined as (X). Clear Space When the tag line is locked with the Slime brandmark, the same minimum clear space must be maintained as when the identity stands alone. Use the tag line lockup whenever possible, except when production limitations do not allow. Identity Placement The preferred identity placement for most applications is the top left corner or top center of any layout, maintaining minimum clear space to leave it uncluttered and easy to identify. For materials where the content should be the hero, an alternative acceptable placement for the identity is in the lower right corner or bottom center of the layout. Page 5

6 Home Introduction Brandmark Graphics Photography Advertising Elements Colors Placement Unauthorized Use Sub-Branding Unauthorized Usage Examples of unauthorized identity usage are outlined below. Any branded materials presented for review and approval will be rejected if they treat identity artwork in any of these unauthorized ways. Do not rotate the Slime logo. Do not paint the oval border and dot with unauthorized colors. Do not remove the oval border from the brandmark. Do not remove the Slime workmark from the oval lockup. Do not outline the brandmark. Do not reverse the brandmark out of unauthorized brand colors. Do not use other fonts for the workmark Do not stage the brandmark over unauthorized backgrounds. Page 6

7 Home Introduction Brandmark Graphics Photography Advertising Elements Colors Placement Unauthorized Use Sub-Branding Sub-Branding Slime Pro is Slime s professional line of tire care products. Slime Pro was developed with the input of a team of racing professionals, and the result is a line of advanced products that outperform the competition. The Slime Pro sub-brand shares the same core brand colors as the Slime parent brand, including Slime Green (PMS 368) and Slime Rich Black (see Graphics/Brand Colors for color specifications). The Slime Pro sub-brand is always staged over a background of Slime Rich Black to communicate the professional and premium nature of the products, and to distinguish the sub-brand from the parent brand. When placing the Slime Pro sub-brand in a layout, you must maintain the same clear space requirements as when utilizing the Slime parent brandmark (see Brandmark/Placement for specifications). Only use the Slime Pro sub-brand in marketing communicates (such as advertisements) if Slime Pro products are the main focus of the promotion. Page 7

8 Home Introduction Brandmark Graphics Photography Advertising Brand Colors Typography Textures Callouts Brand Colors Core colors for the Slime brand include Slime Green, Slime Black, Slime Red, Slime Yellow and Slime Blue. To maintain the integrity of the Slime brand, it is essential that the color palette be consistently applied across all media. Use the chart below to specify Slime colors for print, digital media and apparel. Brand Color Pantone Coated Pantone Uncoated CMYK (4-Color Process) Web-Safe Colors Embroidery Thread Colors Slime Green Slime Rich Black Brandmark and Layout Elements PMS 368 Rich Black PMS 368 U PMS Black U C=57 Y= 100 C= 50 M= 40 Y= 30 K=100 R= 78 G= BE B= 20 R= 00 G= 00 B= 01 M1051 M1000 Primary colors for typography, borders and backgrounds. Slime Line Black Tyography Line Black PMS Black U K=100 R= 23 G= 1F B= 20 N/A Slime Red Slime Yellow Slime Blue PMS 485 PMS 109 Reflex Blue PMS 485U PMS 109 U Reflex Blue U M=100 Y=100 M=16 Y=100 C= 100 M= 90 Y= 15 K=15 R= ED G= 1C B=24 R= FF G= E6 B= 00 R= 00 G= 15 B= 87 N/A N/A N/A Secondary colors for accent elements. Do not use for typography. Page 8

9 Home Introduction Brandmark Graphics Photography Advertising Brand Colors Typography Textures Callouts Typography Consistent use of typography is key in establishing a recognizable look for the Slime brand. The Slime brand system includes two approved typefaces for layout purposes: TheSans and Meta. These typefaces represent the brand s innovative yet approachable personality. Meta Use for headlines and strong callouts. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ TheSans Use for body copy and legal copy. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ Page 9

10 Introduction Home Brand Colors Typography Graphics Graphics Brandmark Textures Photography Advertising Callouts Textures The Slime brand system includes two approved textures for layout purposes: Swirl Pattern and Tire Tread Pattern. These textures communicate the brand s functionality (green Slime swirling inside the tire) and benefits (keeping tires rolling while being environmentally safe). Swirl Pattern The Swirl Pattern is produced using a base of Slime Green (PMS 368) with an overprint of dark green. For printed collateral layouts the Swirl Pattern can be reproduced using 4-color process if necessary. For digital applications the Swirl Pattern can be reproduced using RGB. Swirl Pattern built for CMYK Tire Tread Pattern The Tire Tread Pattern should only be produced using Slime Green (PMS 368) or Slime Black (Line Black), and should only be staged over Slime Green, Slime Black or the Swirl Pattern backgrounds (see Brand Colors section for color specifications). Car Tire Tread Pattern Built for Line Colors Swirl Pattern built for RGB Bike Tire Tread Pattern Built for Line Colors Page 10

11 Home Introduction Brandmark Graphics Photography Advertising Brand Colors Typography Textures Callouts Callouts The Slime branding system includes two callouts that may be used to communicate Slime s green initiatives or the Slime Satisfaction Guarantee. Satisfaction Guarantee The Satisfaction Guarantee stamp is printed positive in Slime Black, and may be staged over the Swirl Pattern, Slime Green or White. Slime s Green Promise & The Slime Promise Slime s Green Promise seal is printed using Slime Green and Slime Black, with grey scale elements to reproduce shadows and gradients. Page 11

12 Home Introduction Brandmark Graphics Photography Advertising Lifestyle Imagery Product Imagery Off Road Lifestyle Images Lifestyle images selected to represent the Slime brand for off road applications should depict the spirit, excitement and energy of off road enthusiasts. Off road enthusiasts can include those who ride or drive mountain bikes, motorcycles, 4x4s and sport utility vehicles, ATVs, dune buggies and sand rails. Images should depict a dramatic outdoor environment and should capture the enthusiast in action, conquering their terrain. The tires of the vehicle should be visible to demonstrate their import role in making the experience possible. Images should be high resolution, color balanced and enhance the action with dramatic lighting. On Road Lifestyle Images Lifestyle images selected to represent the Slime brand for on road applications should depict family members in a vehicle on their way to an adventure (such as vacation) or on their way to work or an important event. The image should demonstrate the importance of fully inflated tires in achieving their objective or ensuring their safety. Page 12

13 Home Introduction Brandmark Graphics Photography Advertising Lifestyle Imagery Product Imagery Product Images Product photography should be well lighted and shot from an angle that enables key text on the front of the package to be legible. Ideally, product images should be knocked out and set against a white background so that they are clearly visible within the layout. Avoid staging product images directly over busy backgrounds or other photography. High-resolution product images should be obtained from the Slime art department. Page 13

14 Home Introduction Brandmark Graphics Photography Advertising General Guidelines Vertical Layouts Horizontal Layouts General Guidelines This section includes flexible templates for developing a variety of print and digital banner advertising layouts. These templates can be used as a starting point and a guide for creating advertising layouts that meet your specific size and format requirements. Advertising Layout Review and Approval Process All advertising layouts must be reviewed and approved by the Slime art department prior to publication. Layouts not in compliance with the guidelines outlined in this manual will be rejected. Process for Submitting Ad Layouts for Review 1. Follow the brand standards and guidelines outlined in this manual for brandmark use, colors, textures, typography and photography. File Format for Submitting Ad Layouts for Review Advertising layouts may be submitted for review as PDF or JPG files. If submitting layouts for review as Adobe Illustrator or Adobe Photoshop files, please include all linked images and fonts and include a PDF or JPG as reference. If possible, also include advertising specifications supplied by target publication or website. Contact for Submitting Ad Layouts for Review Phone: for questions or to confirm receipt of ad layouts for review. shana@slime.com to submit PDF or JPG files for review. FTP: When submitting large files (over 10 MB), please the Slime art department ( listed above) to receive specific FTP login information. 2. Submit preliminary advertising layouts to the Slime art department using the file format requirements and contact information outlined below. Be sure to include your name, contact information and a description of the publication and purpose for the ad in your submission. 3. A representative of the Slime art department will reply to your submission within 3 business days, providing recommendations for refinement or approval. Page 14

15 Home Introduction Brandmark Graphics Photography Advertising General Guidelines Vertical Layouts Horizontal Layouts Vertical Layouts Full-Page Print Ad Half-Page Portrait Print Ad Skyscraper Digital Ad Banner Page 15

16 Home Introduction Brandmark Graphics Photography Advertising General Guidelines Vertical Layouts Horizontal Layouts Horizontal Layouts Half-Page Landscape Print Ad Rectangle Digital Ad Banner Leaderboard Digital Ad Banner Page 16

17 Home Introduction Brandmark Graphics Accessories Marketing, Inc. 125 Venture Drive, Suite 210 San Luis Obispo, CA Accessories Marketing, Inc. A division of Illinois Tool Works Inc. Developed by Murray Brand Communications Photography Advertising