BRAND GUIDELINES 2017

Transcription

1 BRAND GUIDELINES 2017

2 WE ARE 02 EVERYDAY ADVENTUREWEAR BORN FROM NEW ENGLAND CHARLES RIVER APPAREL

3 OUR STORY 03 EVERYDAY ADVENTUREWEAR BORN FROM NEW ENGLAND It all started with a rain jacket in not just any rain jacket, but one we believed in from its purpose to its performance. A rain jacket so inspired by our New England roots it later became known as The New Englander. You see, for people like us who call New England home, the weather isn t something we just get through, it s a way of life - it s something we embrace, own, and grow to love. We love the way it strengthens our spirits, teaches us to roll with the punches, and encourages us to appreciate the beauty in nature s variety and uncertainty. If anything, the weather teaches us all a valuable lesson: you never know what the day has in store. Whether it s our daily commute, a walk on campus or a weekend getaway, every minute of every day is its own adventure. While there s excitement in these spontaneous everyday adventures, it s being prepared for the unplanned that allows us to make the most of every moment. For over 30 years, we at Charles River Apparel have expanded beyond that first rain jacket, fine-tuning our collection of stylish designs and high-quality materials to equip and prepare you for your own everyday adventures. BRAND GUIDELINES 2017

4 TABLE OF CONTENTS WHO WE ARE LOGOS TRADEMARKS COLORS TYPOGRAPHY VISUAL STYLE / IMAGERY BRAND VOICE

5 1983 LOGO EVOLUTION 05 C unit 2016 The logo for Charles River Apparel represents the core of our brand, tradition, heritage, strength 2015 and teamwork - while it has evolved over time, it still represents the company s core brand C unit is the minimum clear space needed around the logo - use the C in the word CHARLES as a guide for clear space - at any given size, the height of the letter C in CHARLES represents the clear space needed around the logo - however 2x C unit is preferred for ideal clearance around the logo BRAND GUIDELINES 2017

6 LOGO DO S 06 DO use CRA Logo in CRA Navy (CMYK: 100, 84, 31, 17) or black on white always DO use the CRA Logo in knockout on CRA Navy (CMYK: 100, 84, 31, 17) DO use the CRA Logo in knockout on clean image background CHARLES RIVER APPAREL

7 LOGO DO NOT S 07 DON T add any unapproved background textures or treatments DON T use unapproved colors for the CRA Logo, navy and black only DON T use CRA Rower only as graphic element or when at small sizes DISTRIBUTOR DON T add your name to lock up or create your own version of CRA Logo DON T use CRA Logo on imagery that is busy or where contrast is low DON T put a drop shadow on the CRA Logo DON T stretch or distort the CRA Logo in any way shape or form DON T rotate or fl ip the CRA Logo for any reason, graphic or other DON T make the words and CRA rower different colors BRAND GUIDELINES 2017

8 TRADEMARKS 08 TRADEMARKS: The trademarks of Charles River Apparel, not only represent the quality, innovation, and excellence of Charles River Apparel, they also represent the high caliber of our styles. As a result the trademarks of Charles River Apparel are an extremely valuable resource, and a critical component of our brand and should be used properly. Always use Proper Trademarks when advertising Charles River Apparel CHARLES RIVER POWER 10 NEW ENGLANDER CHARLES RIVER APPAREL NOR EASTER BOUNDARY FLEECE CHARLES RIVER SPORT PACK-N-GO EVOLUX TEAMPRO TOPSHIELD CHARLES RIVER APPAREL

9 COLORS 09 PMS 654 C CMYK: 100, 84, 31, 17 RGB: 00, 58, 112 HEX: #003A70 (for web) PMS 7461 C CMYK: 95, 41, 06, 00 RGB: 00, 124, 186 HEX: #007CBA (for web) PMS 428 C CMYK: 23, 17, 17, 00 RGB: 195, 198, 200 HEX: #C3C6C8 (for web) 100% BLACK 80% BLACK 60% BLACK SECONDARY COLORS can be pulled in limited situations from imagery when appropriate or necessary to communicate a unique or special message. Secondary colors should work with or compliment primary CRA palette and can be used for graphic elements such as typography. BRAND GUIDELINES 2017

10 TYPOGRAPHY 010 VOLVO BROAD ABCRADEFGHIJKLMNOPQRSTUVWXYZ is a bold but inviting typeface with subtle rounded corners that is great for display type, headlines, and product names FUTURA STD ABCRADEFGH IJKLMNOPQR STUVWXYZ abcradefgh ijklmnopqr stuvwxyz is a hard working typeface that is great for sub-headlines and body copy - use all caps, mixed case, or lowercase in bold, heavy and book weights ARIAL ABCRADEFGHIJKLM NOPQRSTUVWXYZ abcradefghijklm nopqrstuvwxyz in cases where Futura Std is unavailable Arial is a great option and very web friendly - use all caps, mixed case, or lowercase in bold and regular weights CHARLES RIVER APPAREL

11 TYPOGRAPHY 11 HEADLINE: Volvo Broad - tracked out more than normal to approximately 165 with line spacing on auto - the line is used as a graphic element to ground the headline PRODUCT NAME: Volvo Broad - at a smaller point size and tracked out less than headlines (around 100) to increase legibility at smaller size BODY COPY: Futura Std - between 8 and 11 point size with optimal letter spacing and increased line spacing to allow type to breathe and increase legibility, approximately 20 to 24 pt BRAND GUIDELINES 2017

12 VISUAL STYLE / IMAGERY 12 ADVENTUROUS AND SPONTANEOUS without being extreme outdoor action IMAGERY TELLS STORY about the little adventures that make every day special PHOTOGRAPHY IS BEAUTIFUL and very environmental to show New England charm CROPS AND POSES show less face looking to camera allowing viewer to inject themselves into the scene MODELS/POSES express confidence and appeal CHARLES RIVER APPAREL

13 BRAND VOICE 13 TIMELESS COMPASSIONATE GIVING CLASSIC PASSIONATE INTELLIGENT OPEN HONEST QUALITY COMFORT TRADITION FUN COMMITTED BRAND VOICE These words represent a brand voice, they set a tone for where the brand has been, where it is now and where it will go - they should act as a filter for any outwardly facing language - ask, are we speaking with our brand voice, our core values in mind? Does this sound like us? BRAND GUIDELINES 2017

14 CHARLES RIVER APPAREL THANK YOU