Brand Guidelines Version 4 - Dec 2016
CONTENTS pg.3 pg.4 pg.5-6 pg.7 pg.8 pg.9 pg.10 pg.11 pg.12 pg.13 pg.14 pg.15 pg.16 pg.17 pg.18 Tone of Voice Brand Colours Logo Logo - Clearance Zones Logo - Minimum Size Logo - Positioning Logo - Misuse Images - Clearance Zone Image s - Logo Position Image s - Misuse Fonts Product Logos Examples - Posters Examples - End User Catalogue Examples - Boot Box 2 contents page
TONE OF VOICE The tone of voice will inform all of it s writen copy, including website, social media messages, emails and packaging. BRAND CORE/TOV: Professional Straight-talking PERSONALITY TRAITS: Witty - Clever, ingenious (could differ, depending on channel) Dependable - Reliable, constant Approachable - Listening, close, understanding of needs Open - Honest, sincere, genuine Down-to-Earth - Practical, commonsense Image Conscious - Proud of appearance 3 tone of voice
BRAND COLOURS Orange is the standout colour for the Scruffs brand. Black and white are also used to form the core brand identity and should be used widely to reinforce the brand. Other colours may be used where appropriate. PANTONE+ 165C / PANTONE 1655C- CMYK 0/75/100/0 - RGB 242/101/34 - WEB #f26522 RICH BLACK - CMYK 25/25/25/100 - RGB 15/7/8 - WEB #0f0708 4 brand colours
LOGO The main logo is orange but can be used as white on contrasting coloured backgrounds. Do not use or create any other versions. Always use the master artwork files. Primary Logo - Light Coloured Background 5 logo
LOGO Primary Logo - Orange Background Primary Logo - Dark Coloured Backgrounds (Orange logo prefered but white can be used) 6 logo
LOGO - CLEARANCE ZONES To maintain the impact and visibility of the Scruffs logos, it is important not to crowd the logo with graphic elements. A clear zone defined by one complete window, as illustrated below, should be maintained at all times. This is a minimum clearance guide. Always give as much room as possible to allow the logo to breathe. The minimum clearance zone is the X height. This is determined from half the height of the S in the word Scruffs. Scruffs Primary Logo (same rules for text logo) X X X X X 7 logo - clearance zone
LOGO - MINIMUM SIZE For legibility and accurate reproduction, do not use sizes smaller than the sizes shown here. When possible, carry out appropriate tests on materials to be used to ensure legibility. 1) In printed communications the Scruffs Primary Logo should not be used smaller than 25mm in width and the Scruffs Text Logo smaller than 15mm. 2) Use the Scruffs Logo without Bar when height is at a premium. 3) Use the Scruffs Text Logo only at smaller sizes when space is at an even greater premium. Use the same clearance zone as on Scruffs Primary Logo for all logo variants. When using the logo in digital communications the minimum size of the Scruffs Primary Logo is 70px. Do not use the Scruffs Logo without Bar or Scruffs Text Logo in digital communications. 1) Scruffs Primary Logo 2) Scruffs Logo without Bar 3) Scruffs Text 25mm 70px 25mm 15mm 8 logo - minimum size
LOGO - POSITIONING Where possible on all communications, ideally, the logo should always be top right within an orange box. The logo is postioned centre bottom of the orange box with an adequate clearance zone. If being used on a predominantly orange background (i.e. packaging) a black box with white logo can be used. 9 logo - positioning
LOGO - MISUSE Do not distort or stretch the logo. Do not give the logo any perspective. Do not use any filters or effects on the logo. Do not change the colour of the logo. Do not use the logo over backgrounds which are similar to the colours of the logo. Do not use the logo over complicated images or where the background leads to poor definition. 10 logo - missuse
IMAGES - CLEARANCE ZONE To maintain the impact and visibility of Scruffs images, it is important not to crowd the image with graphic elements. A clear zone defined by one complete window, as illustrated below, should be maintained at all times. Landscape Images - divide the longest point by 10 Portrait Images - divide the tallest point by 10 11 images - clearance zone
IMAGES - LOGO POSITIONS If you use logos around the image, the Scruffs logo should be positioned top left, and any extra logo s should ideally be top right. 12 images - logo position
IMAGES - MISUSE Do not place Scruffs logo over the image Do not place your logo over the image Do not place watermark over the image 13 images - misuse
FONTS Only Din and Machine are permitted for print (Arial for web use when Din is not available). Type should never appear below 6pt with 8pt leading. In correspondence, 8pt text with auto leading (9.6pt) is recommended. There is no maximum limit to type size. Highlight body text for emphasis using bold rather than italics. Body text should never be hyphenated (i.e. no broken words at the end of a line) Body text should never be justified. Machine Upper Case Only (Titles & Headlines) ABCDEFGHIJKLIMNOPQRSTUVWXYZ 0123456789!@ $%^&*()- Din Regular - Subheadings and Highlighted Keywords ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()-_=+[{}],<.>/?;: \`~ Din Medium - Main Body Copy ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()-_=+[{}],<.>/?;: \`~ Body text should never be underlined. Arial - Main Body Copy for digital when Din is not available ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()-_=+[{}],<.>/?;: \`~ 14 fonts
PRODUCT LOGOS Where possible use logos in original colours - black and white versions can be used if needed. Do not use or create any other versions. Always use the master artwork files. Scruffs Hardwear Clothing Range Logo Scruffs Expedition Clothing Range Logo Scruffs Drezna Clothing Range Logo Scruffs Active Clothing Range Logo Scruffs Trade Clothing Range Logo Scruffs Worker Clothing Range Logo Scruffs Pro Clothing Range Logo 15 product logo s
EXAMPLES - POSTERS Example of Printed Poster / Banner 16 examples - posters
EXAMPLES - CATALOGUE A5 End User Catalogue 17 examples - end user catalogue
EXAMPLES - PACKAGING Example of Boot Box Scruffs: designed by Birchwood Price Tools, Nottingham, UK. www.scruffs.com This new Scruffs box uses on average 30% less packaging than the previous one 18 examples - boot box