LOGO USAGE GUIDELINES REV. 11.13.2015
The purpose of these guidelines is to provide a clear understanding of usage of the Savage logo. This document provides the necessary tools to convey a consistent image. As with all brands, adherence to these guidelines in all communication pieces internal or external is essential to building and maintaining the integrity of the Savage brand.
THE SAVAGE LOGO The Savage logo is our most important visual asset. The Savage logo should appear on all consumer-facing Savage merchandise, advertising, support material. The Savage logo consists of the stylized S icon and the Savage logotype. It is perfectly acceptable to use the icon without the logotype. However, the Savage logotype (just the name Savage or Savage Arms ) should not be used without the accompanying S icon. Primary Logo Alternate Logos PREFERRED VERSIONS It is acceptable to use any of the packaged logo combinations. However, the main version of the logo depicts the S icon to the left of the word Savage. When possible, use this variation. The Savage logotype (just the name Savage or Savage Arms ) should not be used without the accompanying S icon. Brand Colors
SAVAGE VS. SAVAGE ARMS Primary Logo The Savage Arms logo is reserved for corporate communications and applications where legal requirements stipulate use of the full corporate name. For most applications, the Savage (no Arms ) should be used. Alternate Logo
THE SAVAGE ICON When using the Savage S icon with no logotype, the S should be right-reading. The full logo may also be rotated 90 degrees clockwise, so that it reads downward. The Icon by itself should never be rotated. Right-reading Icon Down-reading Logo (only acceptable in conjunction with logotype) SOCIAL MEDIA There are also packaged versions of the Savage S icon to be used for social media profile pictures, avatars and other square or round uses. The full Savage logo (with logotype) should not be used for social media applications where the Savage brand name will be displayed next to the profile picture (like on Facebook, Twitter or similar sites). Do Not Rotate Icon RGB Social Media Icons (ideal spacing and no so that they reproduce properly onscreen)
CLEAR SPACE AND MINIMUM SIZING Please refer to the diagrams to understand proper clear space and minimum sizes for logo placement. MINIMUM LOGO SIZES 0.75 0.25
UNACCEPTABLE APPLICATION The Savage logos are carefully integrated units. Do not alter them in any way by: splitting icon and logotype apart Changing logo proportions Changing logo alignment Outlining logo Skewing or stretching logo Do not split icon and logotype apart Do not change logo proportions Do not change logo alignment Do not outline logo Do not stretch logo Do not skew logo Do not use logotyope alone Do not change logo colors
PLACING LOGO ON PHOTOS The Savage logo should always be easy to read and should always feel like the savage brand. This means that it is perfectly acceptable to use the savage logo on backgrounds that provide high-contrast or match the brand colors. Some general guidelines: Putting the logo on photographic back- Do NOT place logo on image areas that provide little contrast DO place logo on image areas that provide strong contrast Do NOT place logo on image areas that are busy/complex DO place logo on image areas that provide strong contrast grounds will work perfectly well, as long as the area where the logo is being placed is generally light or dark, and has minimal visual noise. For example, don t use a black version of the logo over a dark green photo of a forest
BRAND COLORS The official colors for Savage are PMS 186 (red), black and white. The Pantone Matching System (PMS) colors and their SAVAGE RED PANTONE (PMS) 186 C PRINT CMYK: 12/100/92/3 SCREEN RGB: 207/10/44 CSS rgb(200, 16, 46); equivalent CMYK process colors and web colors have been included to accommodate all vendors. Always communicate these correct colors to vendors. The printing of black and white can be somewhat subjective based on different BLACK PANTONE (PMS) Pantone Black C PRINT CMYK: 40/30/30/100 SCREEN RGB: 0/0/0 CSS rgb(0, 0, 0); substrates. If you want to adjust the richness of the black, talk to your printer about having some drawn-downs made before WHITE choosing a different CMYK mix. PANTONE (PMS) PRINT SCREEN CSS For all promotional items (in-store displays, N/A (no ink) N/A (no ink) RGB: 255/255/255 rgb(255, 255, 255); banners, decals, etc.) exhibitions (trade show booths, shooting events, etc.) and all product packaging (gun boxes, hangtags, owner s manuals, etc.) use of the corporate colors is mandatory. Use of corporate colors is not mandatory for the ornament of, or choice of, the colors of Savage products, advertising materials, invoices, etc.
LOGO COLOR COMBINATIONS APPROVED TWO-COLOR COMBINATIONS The acceptable color combinations for the Savage logo are depicted here. Color combinations not depicted here should not be used. APPROVED ONE-COLOR COMBINATIONS