A Comprehensive Guide to the KURB Logo & Identity Created and Designed by Brady Carpenter
A Comprehensive Guide to the KURB Logo & Identity Creaded & Designed by Brady Carpenter
All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usage without written consent is prohibited. 2011/ KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER
HELLO
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CONTENTS
Where would you like to go? CULTURE
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LOGO
27
KURB IS
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PRELIMS
24
PHILOSOPHY
10
SPECS
28
IMAGERY
08
VARIATIONS
30
COLOUR
INCORRECT
31
13
KURB RED
13
PARTS
GRADIENT
14
PARTS
34
GREYS
15
35
TYPOGRAPHY
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DAYS FONT
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WHY DAYS
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CALIBRI FONT
20
HEADINGS & COPY
21
ONLINE
WEB SITE
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WEB SITE
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MERCH
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CONTACT
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34
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CULTURE
KURB is KURB is a progressive & detailed web-based guide to all components of the three types of extreme biking; mountain, bmx & trials. This guide will showcase how you can tailor a bike’s feel with diverse component range to create your perfect riding style.
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CULTURE
PHILOSOPHY KURB is geared towards the youth generation between the ages of 10 & 24. This demographic of almost exclusively male consumers make up the bulk of extreme sports market. This Gen is typically ENERGETIC, EXCITABLE, STRONG, MOTIVATED, DANGEROUS, PROGRESSIVE, FUN, & over all ACTIVE.
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CULTURE
IMAGERY The KURB Brand is clean & bold so it is important when choosing images to make sure that they convey the personality of the brand. These are some examples which convey the brand image.
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13
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COLOUR
KURB RED Red is the most suggestively powerful colour. It is the symbol for love, passion, danger & energy. While being the most visible colour red is also the most emotionally intense colour evoking many powerful feelings.
C 15
R 210
M 100
G 35
Y 100
B 42
K 0
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COLOUR
KURB GRADIENT These two gradients are built to be used in full colour applications in a very careful way. The reds are chosen to be substitutable in the case of an issue with background values with colours or greys. The grey gradient can be used in a B&W or Colour Application.
KURB LIGHT
KURB DARK
KURB RED GRADIENT
C
0
C
15
M
100
M
100
Y
100
Y
100
K
15
K
15
KURB LIGHT
KURB BLACK GRADIENT
KURB DARK
C
0
C
100
M
0
M
100
Y
0
Y
100
K
85
K
100
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COLOUR
KURB GREYS As well as black & white there are 2 values of grey (85% - Dark Grey & 50% - Light Grey) that can be used when the background’s value is different.
KURB BLACK
KURB DARK GREY
KURB LIGHT GREY
KURB WHITE
C
0
C
0
C
0
C
0
M
0
M
0
M
0
M
0
Y
0
Y
0
Y
0
Y
0
K
100
K
85
K
50
K
0
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CONTENTS
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TYPOGRAPHY
DAYS TYPEFACE Days is a great free based typeface found on Behance. It’s a real treasure for headlines. It’s clean, rounded, modern & is full of character. Although there is a strong geometric feel it is very friendly & sturdy. These are perfect characteristics for the KURB Brand’s logo & identity. Days typeface is a display font meant for use in large sizes & works effectively in capitalized letters. It was designed by Aleksey Maslov, Ivan Gladkikh, Alexandr Kalachë.
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TYPOGRAPHY
ABC DEF GHI JKL MNO PQR STU VWX YZ abc def ghi jkl mno pqr stu vwx yz 123 456 789 0 !@# $%^ &*() ? 21
WHY DAYS ? Days is the perfect typeface for KURB. The wonderful rounded corners of the strongly built characters showcase an elegant yet bold feel. The slight slant in such letters as the A & K suggest an energy, movement & flow strength that goes hand in hand with extreme biking.
TYPOGRAPHY
CALIBRI TYPEFACE Calibri is a humanist sans-serif typeface family under the Microsoft ClearType Font Collection. Calibri was designed by Lucas de Groot. This is a perfect clean, geometric, yet rounded, type for Secondary font applications within the KURB identity & web. Calibri has four faces in the family; REGULAR, ITALIC, BOLD & BOLD ITALIC
Regular
Bold
CALIBRI TYPEFACE Italic
Bold Italic
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TYPOGRAPHY
HEADINGS & COPY Heading should always be DAYS CAPS in black. Although if the background value is not cooperative then the 85% or 50% grey values or white will substitute. Calibri Sub Heads & Body Copy should be set in 85% Grey when ever possible but the same rules apply to the Sub-Headings & Body Copy as the Heading.
Days Caps 14 pt Calibri Regular 12 pt
HEADING Sub Heading/ Important body copy. “A Comprehensive Guide for the KNOW YOUR BIKE Logo & Identity.”
Calibri Regular 10 pt
More detail body copy. “A Comprehensive Guide for the KNOW YOUR BIKE Logo & Identity.”
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HELLO
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CONTENTS
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PRELIMS
KURB know your bike
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PRELIMS
27
PRELIMS
B R U
K
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LOGO
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LOGO
LOGO SPECS The full logo is scaled based on the white circle in the icon. Each character is the same width as the diameter of the circle. On the Horizontal line the spacing around the circle to the outer edges is .25 units wide as well as the space between the icon & wordmark. The letters are kerned to optical perfection using the left over .25 unit. The same applies to the vertical nature of the three circles & the remaining space of the icon.
3 Units
4.25 Units
1 Unit
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4 Units
1 Unit
1 Unit 8 Units
LOGO
ICON SPECS The icon is based on a link of a bike chain. This chain link is the perfect representation of bikes because it is of its perfect form. It is a very curvilinear yet strong form in itself. Since KURB is about understanding all the components of bikes & being able to link them together to build your perfect ride then the physical job of the bike chain link is a perfect comparison. The placement of the three links are important as well because they symbolise the 3 types of extreme bikes and the unity of having a perfect bike.
This is the reformed verson of the linking chain.
This is an exact likeness of bike chain links. 31
LOGO
LOGO VARIATIONS The full colour versions can be used on many different backgrounds. The variations are to be used when full colour cannot be used, where the background is too busy or when the logo would become lost.
Full Colour on White
Full Colour on Grey
One Colour - White
Grey on White
Full Colour on Black
White on Black
Grey on Black
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LOGO
INCORRECT USAGE Much thought and effort has been put into the KURB Identity and it would be a shame to wreck it. The logo, icon or wordmark should not be stretched, compressed, rotated independently, skewed, discoloured or distorted in any way.
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PRINTS
Print Documents The main print documents will be in the form of posters, banners and flyers. Some documents might need to be put in production like invoices or letters. The posters will need to showcase action shots of either mountain, BMX or trials bike riders. The KURB Logo should always be in the frame of the photo in some scale.
4u
1u
Brady Carpenter
PO BOX 133
Parry Sound, On
Tuesday, November 16/ 2011
Etiam volutpat risus quis arcu laoreet porttitor. Vestibulum tempor ipsum ac orci
1u
1.75u
To whom it may concern,
porta tincidunt. Fusce tempus, elit eu suscipit faucibus, justo libero dapibus lorem, non malesuada velit erat ut augue. Cras ut nulla sed arcu tristique ullamcorper. Nam sodales tortor eu velit euismod luctus. Etiam fringilla erat quis ipsum consequat malesuada. Sed volutpat ultricies lacus, eu accumsan purus malesuada sit amet. Ut varius scelerisque placerat. Proin convallis facilisis iaculis. Nulla vitae fringilla tortor. Suspendisse potenti. Proin luctus laoreet dui, posuere tempus neque.
Phasellus sapien justo, imperdiet vel vehicula tempor, ornare nec neque.
Maecenas at elit nec tortor tristique euismod. Integer condimentum nisl ut metus suscipit eleifend. Ut lectus massa, adipiscing eget blandit nec, ultrices a nisi. Sed
8u
gravida tincidunt massa, nec laoreet quam eleifend et.
1u
Sincerely,
4u
1u
Thank you.
PHONE
555-555-555
someboby@email.com
www.kurb.com
All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usage without written consent is prohibited. copyrightŠbradycarpenter 2011 KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER
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PRINTS
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PRINTS
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PRINTS
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PRINTS
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PRINTS
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PARTS
BIKE PARTS All of the bike parts that are used with mountain bikes, trials bikes and BMX bikes are illustrated using simple consistant strokes. They are labelled with the specific name of the each component of the part itself. The labels are to be set in Days typeface and linked with red strokes. The strokes should have 90o bends with a radius of 0.125 in and ended by a .25 in radius dot.
Bend
PEDAL THREAD ARM Dot
BB THREAD FREEWHEEL THREAD
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ONLINE
WEBSITE This will be displayed on the website and most applications as a white graphic on a black background with the type in 80% grey.
PEDAL THREAD ARM BB THREAD FREEWHEEL THREAD
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WEB SITE
WEBSITE The web presence will be introduced by the story and background of KURB through intro pages but will mainly consist of a single page design.
TRIALS
BMX
MTB
bash guard bash ring bottom bracket chain cog cranks forks frame free wheel handle bars hydrolic rim brakes hydrolic disk brakes headset pedals stem V-brakes
NOODLE CLAMP ARM PAD PIVOT NUT
The pedal is what the rider pushes with his or her foot to propel the bicycle. It
bearings with respect to the spindle. Sizes - depend on the thread size of the pedal spindle and the crank arm thread hole. Most are universal. Tips
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MERCH
MERCH The KURB logo, icon or wordmark can be used on their own for merchandising purposes.
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LAST WORDS
TAKE CARE If you ever hit a block just refer back to this guide. Its quite simple and we hope you have fun with your designs. Be creative and use our flexible logo for your ideas.
If you want more information you can contact Brady Carpenter at: carpenter.brady@gmail.com
Thanks for taking the time to explore KURB.
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All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usage without written consent is prohibited. copyrightŠbradycarpenter 2011 KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER
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