VISUAL IDENTITY STANDARDS CURRENT AS OF 12/5/2016
1 HUSTLER VISUAL IDENTITY STANDARDS: TABLE OF CONTENTS TABLE OF CONTENTS OVERVIEW Hustler Visual Identity Standards Policy... 2 LOGO STANDARDS Vertical logo... 3 Horizontal logo... 4 Acceptable usage... 5 Unacceptable usage... 6 Dealer co-branded logo usage... 7 COLOR STANDARDS Hustler color palette... 8 TYPOGRAPHIC STANDARDS Hustler font-family... 9
OVERVIEW: HUSTLER VISUAL IDENTITY STANDARDS POLICY 2 HUSTLER VISUAL IDENTITY STANDARDS POLICY The Hustler Visual Identity Standards Manual details specific instructions and guidelines for the correct use and implementation of all Hustler branding elements as they relate to all forms of corporate communication. It is important to adhere to these standards in order to present a common front. Visual consistency creates a sense of professionalism and strengthens public awareness of the Hustler brand. The following rules and guidelines have been developed with extensive consultation from numerous departments, management, designers and staff. The president and other senior management personnel have approved the visual identity standards as a crucial step in advancing Hustler s brand image. In an on-going effort to develop a strong, highly recognizable and effective visual identity, we ask that you use only the logos, colors, and fonts which have been outlined in this manual. All of the most current Hustler and product logos are available at ad-materials.hustlerturf.com The most recent version of this document can be found at ad-materials.hustlerturf.com
3 LOGO STANDARDS: VERTICAL LOGO VERTICAL LOGO Because it s visual weight is balanced, this logo works best in the center of the page or center aligned with your content. In most cases the vertical logo is not the best choice for use in corners or along the right or left edge of the page. The Hustler logo is available for download at: https://ad-materials.hustlerturf.com CLEAR SPACE REQUIREMENTS Always maintain clear space around the logo to protect it from distracting graphics or typography. This will allow it to stand out. The clear space requirements delineated here should be observed except in the case of rare, pre-approved exceptions. Clear space around the vertical logo should be equal to at least one third of the height of the logo. = 1/3 LOGO HEIGHT MINIMUM LOGO SIZE (PRINT) The minimum size of the vertical logo should not be less than 7/16 inch in height for print usage. MINIMUM LOGO SIZE (WEB) For Web use, the minimum size of the logo should not be less than 60 pixels in height. 7/16 INCH
LOGO STANDARDS: HORIZONTAL LOGO 4 HORIZONTAL LOGO This is the prefered logo for use near the right or left edge of the page or in cases where there is little space available vertically. The Hustler logo is available for download at: https://ad-materials.hustlerturf.com CLEAR SPACE REQUIREMENTS Always maintain clear space around the logo to protect it from distracting graphics or typography. This will allow it to stand out. The clear space requirements delineated here should be observed except in the case of rare, pre-approved exceptions. Clear space around the horizontal logo should be equal to at least one half of the height of the logo. = 1/2 LOGO HEIGHT MINIMUM LOGO SIZE (PRINT) The minimum size of the horizontal logo should not be less than 1/4 inch in height for print usage. MINIMUM LOGO SIZE (WEB) For Web use, the minimum size of the logo should not be less than 40 pixels in height. 1/4 INCH
5 LOGO STANDARDS: ACCEPTABLE USAGE ACCEPTABLE USAGE The correct use of the Hustler logo is essential to maintaining a successful brand. Use the full color options in the right column whenever possible. For single color spot jobs use Pantone 123 C as shown in the left column. Black and White logos are also acceptable in cases where necessary. The Hustler logo is available for download at: https://ad-materials.hustlerturf.com BLACK LOGOS ON PANTONE 123 C FULL COLOR LOGOS ON WHITE PANTONE 123 C LOGOS ON BLACK FULL COLOR LOGOS ON BLACK LOGO OVER UNIFORM IMAGE AREA
LOGO STANDARDS: UNACCEPTABLE USAGE 6 UNACCEPTABLE USAGE The following are examples that compromise brand recognition. Avoid using the logo in these ways. DO NOT ROTATE, DISTORT OR STRETCH THE LOGO DO NOT SCREEN OR APPLY TRANSPARENCY TO THE LOGO DO NOT USE AN OLD VERSION OF THE HUSTLER LOGO DO NOT APPLY AN OUTLINE OR ENCLOSE THE LOGO DO NOT APPLY SPECIAL EFFECTS OR BUILD PATTERNS FROM THE LOGO DO NOT RECONFIGURE, RESIZE OR RECOLOR ANY ELEMENTS WITHIN THE LOGO DO NOT PLACE THE LOGO OVER BUSY IMAGE AREAS DO NOT SEPERATE THE EMBLEM FROM THE WORDMARK
7 LOGO STANDARDS: DEALER CO-BRANDED LOGO USAGE DEALER CO-BRANDED LOGO USE This section is provided to help dealers create their own Hustler materials. Use these logo lockups for wearables, signage, or other items that warrant equal dealer and Hustler exposure. It is not mandatory to use dealer and Hustler logos together. It is also acceptable for the dealer logo and the Hustler logo to appear in different locations on an item such as the front and back of a shirt. However, when they are linked in a one to one situation, follow these guidelines: Preferred Horizontal Lockup: In most cases this arrangement works best when using Hustler s horizontal logo. In situations which warrant equal exposure, the dealer and Hustler logos should appear at the same size. Use the rules for clear space outlined on page two. DEALER LOGO Center align logos horizontally Center a black 0.5pt line between logos. Line should match the height of whichever logo is taller. Preferred Vertical Lockup: In most cases this arrangement works best when using Hustler s vertical logo. In situations which warrant equal exposure, the dealer and Hustler logos should appear at the same size. Use the rules for clear space outlined on page three. DEALER LOGO Center a black 0.5pt line between logos. Line should match the width of whichever logo is wider. Center align logos vertically
COLOR STANDARDS: HUSTLER COLOR PALETTE 8 HUSTLER COLOR PALETTE Using color consistently is one of the easiest ways to build brand recognition. For this reason, it is important when creating Hustler related materials to use only the Hustler color palette provided. Allow our primary brand color to make an impact by surrounding it with our neutral color palette. For example, when displaying a product shot from our line of mowers let the mower become the point of focus by using yellow sparingly elsewhere on the page. Secondary hues of the Hustler yellow may be used but should remain in a supporting role to the primary yellow making up no more than a quarter of the yellow on a page. BRAND COLORS NEUTRAL COLORS HUSTLER YELLOW PANTONE 123 C C:0 M:20 Y:100 K:0 R:255 G:203 B:5 95% BLACK WHITE The colors shown here and throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.
9 TYPOGRAPHIC STANDARDS: HUSTLER FONT-FAMILY HUSTLER FONT-FAMILY The typography of the Hustler Visual Identity Standards system is composed of two core font families. These are Roboto and Roboto Condensed along with their specific family-member variants, which are detailed below. The Roboto font family does not come standard on most computers but is available free for download at fonts.google.com. If you have questions regarding the instalation of these fonts please contact the Hustler Marketing Department. ROBOTO THIN ROBOTO CONDENSED LIGHT ROBOTO LIGHT ROBOTO CONDENSED REGULAR ROBOTO REGULAR ROBOTO CONDENSED BOLD ROBOTO MEDIUM ROBOTO BOLD ROBOTO BLACK
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