Brand Identity Standards

Transcription

1 Brand Identity Standards

2 Upon embracing a new year and new business challenges, we take this opportunity to better define our identity and brand promise to our customers. Polisport core values remain and this rebranding has, as a main goal, the optimization and strengthening of our way to communicate them. Our continued commitment to deliver innovative products, performance and safety oriented solutions is, as always, our flagship. This way, the continued expansion of our identity, divided into two areas - Motorbikes and Bicycles, besides our corporate communication - will allow us to keep growing not only as company but also as brand, recognized for the expertise and know-how with which we conceive each project, with which we build each product. This document has been created to reveal our newly refined identity, and introduce you to the personality and aesthetics of the Polisport brand. The standards within were created to give you a technical understan-ding of the components and structure of our new image. Keep in mind that this is a living document so look for electronic updates, which we reserve the right to introduce whenever we feel necessary. We invite you to read carefully and see for yourself the new steps of Polisport visual identity. With your attention and support we will continue to prove to our customers that they can always count on Polisport. Many thanks for your efforts. The Marketing Polisport

3 While maintaining our lettering, Polisport s corporate logotype is, from now onwards, composed by the group of elements above: - a blue trapezoidal form (referred here as the Trapeze); - a red, elliptical and partially opened shape (referred here as the Ellipse); - the white lettering, recognisable - as well as the Ellipse - as a brand asset from the company s history; This last pair of elements will be referred in this document as the Insignia.

4 In this page, several possible applications for corporate communication are presented. In order not to impose severe creative restrictions, the Trapeze can be used in almost every imaginable position, as long as the correct proportions of the Insignia - within the Trapeze - are kept (see page 5 for these details). Although not mandatory, we suggest that a virtual black shadow varying between 40% and 60% intensity is applied to the Trapeze ( ). This will enhance the logotype s visibility and protect it from eventual inadequate usage, or in situations where an excess of outside elements would interfere with the logotype s presence. To a very limited number of situations, it is possible to use the Insignia without the Trapeze, but only when its usage would clearly prove to be a disadvantage in terms of brand awareness and communication effectiveness. If you must use the logo this way, we advise its application - for corporate purposes only - with the blue lettering, as follows:

5 A 22% of original height (X measure) X measure B X measure C With the goal of protecting Polisport s Insignia from outside elements and, simultaneously, insure its permanent visibility we strongly recommend the following of the above proportions and measures. The space surrounding the logo-brand, should guarantee its correct enhancement so a measure corresponding to 22% of the original Trapeze s height has been defined (X). The application of this measure to the longer straight side (A) of the main Trapeze is mandatory. Whenever possible, please apply it also to sides B and C. Examples of these rules are also provided for when the side A is facing downwards or when side A has a 90º angle with side B. A 22% of original height (X measure) X measure B X measure C B X measure C 22% of original height (X measure) X measure A

6 Polisport Corporate and Area Colors Corporate Proper application of the Polisport logotype is essential for promoting, maintaining, and protecting our brand. Adhere to the specifications in these standards and use high-quality suppliers and reproduction methods to ensure consistent representation of our brand. The preferred color configuration of the Polisport logotype is in full color and should be used whenever possible. Based on the main software applications and reproduction requirements, there are two ways to reproduce the Polisport symbol: for example, in packaging solutions or printed advertisements, the four color CMYK process should be used. For applications such as stationery, the Polisport graphic elements can be reproduced in two colors, Polisport s Blue and Red. (For reproduction instructions, see diagram below). When printing the Polisport logos, always use the coated stock color specifications. Motorbikes Bicycles Please note that reproducing color is a highly sensitive process and that, even using one single supplier for your materials, color fidelity is hard to achieve. Available upon request, Polisport s Marketing Department is able to provide physical samples of printed paper - with both Blue and Red colors - for a more accurate color matching method. Four Color Process (preferred) C Y M K Two Color Process (specific usages) B R Refer to the Pantone Formula Guide Solid Coated If you are not familiar with printing production methods, you must bear in mind that both of Polisport s corporate colors are attainable in either of these processes. To do that, here are the values you should take in consideration when using each of them. CMYK four color process POLISPORT Blue C: 100 / M:60 / Y:0 / K:5 POLISPORT Red C: 0 / M:100 / Y:100 / K:0 Pantone Formula Guide Solid Coated POLISPORT Blue PMS 301 C POLISPORT Red PMS 1795 C

7 Polisport Logotypes Black & white and Greyscale applications The application of Polisport s graphic elements in greyscale is allowed, but only when it is clear that its usage in full color was not advisable or impossible to achieve due to technical restrictions. Please abide to the percentages of Black ink as stated below. Corporate Motorbikes Bicycles Corporate Motorbikes and Bicycles (Trapeze, Black: 1oo%) (Ellipse, Black: 5o%) (Lettering: White) (Trapeze, Black: 90%) (Ellipse & Lettering: White) Polisport Logotypes Mininum Sizes possible for print (Full Color & Greyscale) 32 mm 32 mm 25 mm 25 mm

8 Motorbikes Polisport s current rebranding was made to ensure a clear understanding of both of our main areas of business: Motorbikes and Bicycles. On the first area, there will be a predominance of red graphic elements over some blue ones and the conception of communication pieces carrying only the red colour is allowed. For the Motorbikes area the Trapeze can only be used in red and, along with the white Polisport lettering, the Ellipse is also white only. For the creativity purposes mentioned before, there are no specific size restrictions for the logotype usage, as long as it is not too small or too big, thus reducing the effectiveness of our communication strategy.

9 Motorbikes New Packaging, POS Displays & Exhibition Booths Some rebranding actions are underway and are shown below. As you can see, Motorbike related packaging and display solutions are not exclusively composed of red and white elements. Blue is allowed but keeping its area smaller than the one occupied by red is strongly recommended. And remember, the Polisport logotype, for this category alone, is always a white lettering on red trapeze. Intermot 2010 Cologne, Germany ExpoMoto 2011 Batalha, Portugal

10 Motorbikes Advertising Shown in this page, are advertsiments produced for Motorbikes magazines. As previously mentioned, both use blue elements in the overall layout, but although larger in area, they give the red trapeze - and the Polisport Insignia - enhancement and visibility. Pete Laubmeier likes this. Photos by Roberto Mazzola, Speedbrain and Polisport Mike Sigety likes this. These riders and teams, like so many around the world, are enjoying our full on-line but off-road adventure. And so can you. Experience our experts tips, news, events, and our products highlights at polisport

11 Non-acceptable situations for the logotype application The following applications show how Polisport s Motorbikes logotype MUST NOT be used. Obviously, these are just some of the possible mistakes that could be made. In case you have any doubts on its usage, please let us know and we ll be glad to help you figure out how to make the most of our brand or product and your business. Transparencies, outline strokes, gradients or feathering of shapes, or any alterations in the projected colour combinations are strictly forbidden. Besides this, the moving of the Polisport insignia whithin the trapeze is, globally, not allowed. All exceptions require previous approval by the Marketing Department.

12 Bicycles The Bicycles area and its corresponding communication materials, has a predominance of blue graphic elements over some some minor red ones and the conception of communication pieces carrying only the blue color is allowed. For the Bicylces area the Trapeze can only be used in blue and, along with the white Polisport lettering, the Ellipse is also white only. For the same creativity purposes mentioned before, there are no specific size restrictions for the logotype usage, as long as it is not too small or too big, thus reducing the effectiveness of our communication strategy.

13 Bicycles New Packaging, POS Displays & Exhibition Booths Some rebranding actions are underway and are shown below. As you can see, Bicycle related packaging and display solutions are not exclusively composed of blue and white elements. Red is allowed but keeping its area smaller than the one occupied by blue is strongly recommended. And remember, the Polisport logotype, for this category alone, is always a white lettering on blue trapeze. Fietsvak 2011 Netherlands

14 Bicycles Advertising Exhibited in this page, is an advertsiment produced for a portuguese Cicling magazine. As previously mentioned, it features red elements in the overall layout, but although larger in area, they are displayed in order to give the blue trapeze - and the Polisport insignia - enhancement and visibility.

15 Non-acceptable situations for the logotype application The following applications show how Polisport s Bicycles logotype MUST NOT be used. Obviously, these are just some of the possible mistakes that could be made. In case you have any doubts on its usage, please let us know and we ll be glad to help you figure out how to make the most of our brand or product and your business. Transparencies, outline strokes, gradients or feathering of shapes, or any alterations in the projected colour combinations are strictly forbidden. Besides this, the moving of the Polisport insignia whithin the trapeze is, globally, not allowed. All exceptions require previous approval by the Marketing Department.

16 Exceptional Logotype applications As previously mentioned, and albeit to a very limited number of situations, it is possible to use the Insignia without the Trapeze, for both the Motorbikes or Bycicles areas. Again, if you must use the logo this way, we advise its applications as follows. Motorbikes Bicycles However, and independently of the situation of application, always take extra care when editing the files and correspondent printouts, so as to avoid situations like the one on the right: Do not shrink or modify the trapeze s original shapes Do not use it as a background frame for any sort of pictures Do not remove the ellipse from the logo brand Do not use the former tag Plastics Do not use the former tag Cycle

17 Typography The main type face chosen to feature on every communication of the Polisport brand is the Plexes Pro Family. This font type has a very good balance between legibility, modernity and strength, making it simultaneously distinguishable and objective. Besides it is also available in a variety of languages that incorporate less common or inexistent characters in international English, such as Greek, Hungarian or Scandinavian languages. The complete set is available for download at PLEXES LIGHT PRO ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnorstuvwyz PLEXES LIGHT ITALIC PRO ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnorstuvwyz PLEXES BOOK PRO ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnorstuvwyz PLEXES BOOK ITALIC PRO ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnorstuvwyz The combination of this typeface with others is allowed, although we strongly recommend the previous approval of artworks by the Marketing Department carrying more than one family type, in order to keep Polisport s corporate image coherent.

18 Competition Graphics One of the most difficult aspects on the application of Polisport s brand image is its presence on the overall design of competition liveries. The co-existence of many sponsoring company logos and the teams own graphic guidelines make the usage of our logotype and corporate colors somehow sensible. If you are part of a Polisport sponsored team, we strongly recommend that you send us your season s graphic layout, prior to its production and application, so that it can be submitted to approval by the Marketing Department. Again, if you have any doubts regarding these Brand Identity Standards, please let us know and we ll be glad to help you figure out how to make the most of our brand and your business. us at: adriana.santos@polisport.com ruben.pedro@polisport.com We hope you have enjoyed this ride and we are confident that you will continue to strenghten this partnership, ensuring the consistency and awareness of our brand. Thank you for all your attention. The Marketing Polisport Polisport rider Paulo Gonçalves at the 2011 DAKAR Rally. Photo by Speedbrain.

19 Polisport Plásticos, S.A. Portugal, February 2011