BRAND STYLE GUIDELINES
CONTENTS 2 WHO ARE WE? 4 OUR BRAND DNA 5 LOGO GUIDELINES 6 COLOR USAGE 8 CLEAR SPACE 10 COLOR PALETTE 12 FONT USAGE 14 DO S AND DON TS 16 BRANDED ASSETS 18 PRODUCT BRANDING 19
WHO ARE WE? Motorfist specializes in the construction of premier snowmobile gear to meet the riders needs to stay dry, comfortable and warm. Our goal as individuals and as a company, is to bring to market the most innovative and rugged gear on the planet. Motorfist s rider/market expectation is to position the brand and company as the industry leader. Motorfist is located in Idaho Falls, ID in the heart of the snowmobile market. Our location provides ultimate testing for R&D, access to top riders and a pulse on industry activity. The company has been built from the ground up by snowmobilers whose passion has driven us to revolutionize the snowmobile industry. Snowmobiling is more than a sport, it s a lifestyle. Motorfist s commitment to bringing new technologies to market is unmatched. Our industry leading customer service has helped us position ourselves as the benchmark in the industry. This will continue to be a factor for future growth. Product distribution is primarily through Motorsports dealers and key strategic distributors in USA, Canada, Norway, Finland, Sweden, Russia, Iceland, Greenland and Japan. MANTRA FEED THE OBSESSION TAG LINE RUGGED BY DESIGN BRAND DNA REDEFINING DURABILITY INNOVATIVE HIGH PERFORMANCE ELITE, NEVER ARROGANT OBSESSED PASSIONATE RIDER DESIGNED & TESTED IMPECCABLE DETAIL KICK ASS! REBEL 4 5
The fist should always be left handed & positioned at 20 degrees with the thumb side on the top in print and digital marketing. FIST LOGO USING LOGOS TOGETHER LOGO GUIDELINES THE MOTORFIST LOGOTYPE AND FIST LOGO REPRESENT THE MOTORFIST BRAND IDENTITY AND VALUES. IT NEEDS TO BE REPRESENTED IN ITS USE AND APPLICATION TO PROTECT THE BRAND AND THE LOGO S INTEGRITY. CONSISTENT APPLICATION OF THE LOGO AND LOGOTYPE REINFORCES BRAND RECOGNITION AND TRUST. LOGOTYPE USING LOGOS WITH TAG LINE 6 7
NAY! USING THE MOTORFIST LOGOTYPE AND FIST LOGO IN ANY OTHER COLOR BUT THE APPROVED BRAND COLORS IS A BIG NO, NO. THE ECEPTION TO THIS RULE IS FOR PRODUCT DEVELOPERS ONLY. IF YOU ARE UNSURE, THEN PLEASE ASK FIRST. COLOR USAGE USING BRAND APPROPRIATE COLORS IS IMPORTANT WHEN PORTRAYING MOTORFIST. WHILE THERE MAY BE MORE COLORS THAT ARE BRAND ACCEPTABLE, THESE ARE SOME CORE BRAND COLORS THAT REPRESENT MOTORFIST. THESE COLORS HELP CREATE A COHESIVE BRAND LOOK WHEN USED ON PACKAGING OR IN MARKETING. YAY! NAY! DO NOT USE COLORS OUTSIDE OF THE ACCEPTABLE COLOR PALETTE. NAY! LOGO TYPE AND TAG LINE SHOULD NEVER APPEAR IN THE SAME COLOR. NAY! DO NOT USE COLORS OUTSIDE OF THE ACCEPTABLE COLOR PALETTE. NAY! NEVER FILL THE NEGATIVE SPACES IN THE FIST LOGO WITH COLOR. NAY! TAG LINE SHOULD NEVER APPEAR IN ANY OTHER COLOR BESIDES GREY, BLACK OR WHITE. 8 9
LOGO CLEAR SPACE LOGOTYPE CLEAR SPACE REQUIREMENTS Clear space around the logo is important to adhere to when using the logo in different mediums. No other graphic elements should breach this space. The minimum clear space,, is 1/4 of the logo height on all sides. FIST LOGO CLEAR SPACE REQUIREMENTS Clear space around the logo is important to adhere to when using the logo in different mediums. No other graphic elements should breach this space. The minimum clear space,, is 1/4 on all sides. When centering the logotype it should always be based on the counter of the O. COUNTER 10 11
COLOR PALETTE CONSISTENT USE OF THESE COLORS IS VITAL TO OUR CORPORATE IDENTITY. PLEASE USE ONLY THE COLOR PALETTE, COLOR FORMULAS AND PERCENTAGES AS SPECIFIED IN THIS DOCUMENT WHEN DISPLAYING THE MOTORFIST LOGO AND DESIGNING ANY OTHER VISUALS FOR PRINT OR ELECTRONIC MEDIA. The Motorfist product palette is set to coincide with the major snowmobile manufacturers, but can also change at the discretion of the designers. Please speak with the product developers about TC color ways. This relates to product colors and not logo color usage. RICH BLACK PMS: #Black 6 C: 70 M: 50 Y: 30 K: 100 R: 0 G: 1 B: 4 HE: #000104 WHITE C: 0 M: 0 Y: 0 K: 0 R: 255 G: 255 B: 255 HE: #FFFFFF RICH GRAY PMS: #Cool Gray 11 C: 65 M: 58 Y: 57 K: 37 R: 77 G: 77 B: 77 HE: #4d4d4d GRAY PMS: #Cool Gray 9 C: 0 M: 0 Y: 0 K: 83 R: 81 G: 82 B: 84 HE: #FFFFFF RED PMS: # 185 C: 6 M: 100 Y: 100 K: 6 R: 211 G: 26 B: 26 HE: #d31a1a BLACK PMS: #426 C ORANGE PMS: #172 C GREEN FLASH PMS: #360 C STEALTH PMS: #Black 7 C WHITE PMS: #663 C MOTORFIST ARCTIC CAT GREEN ALT LIGHT GREEN CMYK: 62,0,100,0 RGB: 0,255,22 ALT DARK GREEN CMYK: 100,31,100,29 RGB: 0,99,7 MOTORFIST POLARIS RED HI-VIZ YELLOW/GREEN PMS: #396 C ALT LIGHT RED CMYK: 0 100,100,0 RGB: 255,0,0 ALT DARK RED CMYK: 25,100,100,21 RGB: 158,29,33 COMMON PRODUCT COLORS RED PMS: #186 BLUE PMS: #7686 PLUM PMS: #519 C YELLOW PMS: #7408 C NEON ORANGE PMS: #811 C NEW FABRIC COLOR MOTORFIST SKI-DOO YELLOW ALT LIGHT YELLOW CMYK: 2,26,100,0 RGB: 247,190,22 ALT DARK YELLOW CMYK: 0,43,100,0 RGB: 249,160,20 MOTORFIST YAMAHA BLUE ALT LIGHT BLUE CMYK: 83,52,0,0 RGB: 0,119,255 ALT DARK BLUE CMYK: 100,76,23,22 RGB: 0,34,153 GRAY PMS: #Cool Gray 9 C GREEN PMS: #7738 C LIGHT GRAY PMS: #Cool Gray 3 C OCEAN PMS: #632 C 12 13
FONT USAGE TYPOGRAPHY IS ANOTHER KEY ELEMENT OF MOTORFIST BRAND COMMUNICATIONS IN PRINT, WEB, MOBILE AND VIDEO ENVIRONMENTS. AS WITH GRAPHICAL ELEMENTS, OUR TYPOGRAPHY REFLECTS THE INNOVATIVE, AND REBELLIOUS SPIRIT OF THE MOTORFIST BRAND. GOTHAM NARROW THIN ETRA LIGHT LIGHT BOOK MEDIUM BOLD BLACK ULTRA HELVETICA NEUE CONDENSED BOLD CONDENSED BLACK ULTRA LIGHT THIN LIGHT REGULAR MEDIUM BOLD HE S DEAD JIM REGULAR 14 15
DON T DO S & DON TS KNOWING HOW TO APPROPRIATELY TREAT THE BRAND LOGO CAN BE JUST AS IMPORTANT AS HOW NOT TO TREAT IT. TREATING THE LOGOS PROPERLY IS VERY IMPORTANT, TO MAINTAIN PROPER USAGE, LOGO TREATMENTS HAVE BEEN PROVIDED BELOW THAT ARE UNACCEPTABLE. IN ADDITION TO THESE EAMPLES, STRETCHING, DISTORTING OR DISSECTING THE LOGOS ARE PROHIBITED. DON T REMOVE THE ANGLE AND STAND THE FIST LOGO UPRIGHT (0 DEGREES). DO NOT USE A RIGHT HANDED FIST. DON T POINT THE FIST DOWNWARDS. DO MAKE SURE THE LOGO IS PROPORTIONED CORRECTLY, THE O SHOULD BE SQUARE. DON T SQUISH/STRETCH OR DISTORT THE LOGOTYPE NOR FIST LOGO. DO USE A LEFT HANDED FIST & ANGLE IT BY 20 DEGREES WITH THE THUMB SIDE ON TOP. DO ALWAYS KEEP THE TAG LINE SMALLER THEN DO NOT USE THE LOGOTYPE AND POSITIONED BETWEEN THE THE M ALONE. ETENDER OF THE R AND THE T. DO NOT MAKE THE LOGO AND TAG LINE THE 16 SAME SIZE NOR CENTERED BENEATH LOGO. 17
BRANDED ASSETS LETTER HEAD P.O. Box 3839 Idaho Falls, ID 83403 - USA ENVELOPES PRODUCT BRANDING 877-347-8411 www.motorfist.com 877-347-8411 P.O. Box 3839, Idaho Falls, ID 83403 www.motorfist.com When using the logo on products it is ok to slant the fist at a greater angle then 20 degrees. The fist logo may also sparely and in special circumstances be mirrored from the left hand to the right in order to create symmetry in a design. These cases are limited and need to be approved before producing a piece with the logo altered. BUSINESS CARDS RUGGED BY DESIGN JARED BURT VP Marketing For questions on suggested placement please consult the Marketing or Art Director. 208-529-6991 ext. 3010 208-390-2887 jared@mo torþst.com 586 1st Street, Idaho Falls, ID 83401 ww w.motorfist.com SIMPLIFIED FIST LOGO ONLY FOR PRODUCT TECHNICAL TOOLING. 18 19
FOR QUESTIONS AND CONCERNS: Marketing Director- Jared Burt jared@motorfist.com 208-656-3010 Art Director- Nashona Haldane shona@motorfist.com 208-497-2000 20