Aventon Brandbook

AV E NTON E- MOB ILIT Y 2021 V1 | BRAND GUIDELINES

AVENTON BR AND GUIDELINES

TABLE OF CONTENTS

2

SEC TION 1

Brand Profile

02 04

01

Our Story PAG E 7

Simple Truth PAG E 11

Value Preposition + Key Differentiators PAG E 19

03 05

Brand DNA PAG E 15

Audience Overview PAG E 25

3

SEC TION 2

Brand in Practice

07 09 11 4

Personality + Voice PAG E 43

06 08

Core Messaging & Structure PAG E 39

Copy Guidelines PAG E 47

Logo Usage PAG E 51

Typography Standards PAG E 7 3

10

Color Palette PAG E 69

5 5

TABLE OF CONTENTS

AVENTON BR AND GUIDELINES

6

Our Story

AVENTON BR AND GUIDELINES

OUR STORY

8

We are Aventon.

This book is the story of our brand. Who we are and why we’re here, where we’ve been and where we’re going.

What makes Aventon, Aventon.

But that’s just the first part.

It’s also a toolkit: everything we need to tell our story clearly and consistently, in a way that’s true to us, and compelling to our audience.

Keep in mind – these aren’t rules or restrictions. These are guidelines to give us the freedom to create. So every stakeholder, partner, ambassador and vendor knows what we stand for and how to represent us to the world.

Let’s get started.

9

24

05 Audience Overview

AVENTON BR AND GUIDELINES

AUDIENCE OVERVIE W

26

Audience Creating a powerful brand experience for our audience starts with knowing who they are.

Who are we talking to? + The Retiree + The Daily Hustler + The Fun-Seeker + The Sustainability Champion + The Aventon Loyalist

27

AVENTON BR AND GUIDELINES

The Retiree THE RIDE: PACE 500 & PACE 350

AUDIENCE OVERVIE W

MEET BILL , 67 As he’s nearing retirement, Bill’s priorities are beginning to shift.

With more disposable income and less hands-on time at the office, his focus is on his family, his health, and positioning for a new chapter in life. Bill can’t remember the last time he rode a bike — but he hasn’t forgotten how that first time made him feel.

28

GOALS AND INTERESTS

CHALLENGES AND FRUSTR ATIONS

Bill wants to keep up with his wife, his kids — and now, his

It’s a cruel irony that with more freedom comes

grandkids. He hopes to take advantage of his new-found

more limits: Bill is dealing with joint pain and

freedom from the 9-5 by taking up new, fulfilling hobbies.

is likely heading toward a hip replacement. In general, he struggles with letting go of his youth and worries that he’s not able to get around like he used to.

MARKETING THEMES & EMOTIONAL APPEAL Health and wellbeing.

Youth, recaptured.

No limits.

We know this is a concern, so let’s speak

Tap into that joyful, wind-in-your-hair,

We’re going to reverse

to it. “Get off the stationary bike. Go out

feet-on-the-pedals feeling.

the “I can’t” mindset.

into the world.”

29

AVENTON BR AND GUIDELINES

The Daily Hustler THE RIDE: LEVEL & PACE 500

AUDIENCE OVERVIE W

MEET MIA , 32 Mia lived up her 20s, but after getting her nursing degree, she’s settled into a predictable groove. Mia works long hours now — so she’s physically and mentally exhausted after each shift. Her old Toyota Camry gets her where she needs to go; even though it’s on its last leg, she doesn’t want to deal with the headache or expense of finding a new car until it’s absolutely necessary.

30

GOALS AND INTERESTS

CHALLENGES AND FRUSTR ATIONS

Mia wants to remove stress from her life, wherever

Mia is passionate about her job, but it’s draining —

possible. (If she can have fun at the same time, she’s

and it comes with a rush hour commute, both ways.

all in.) Quick day trips to the beach are her favorite

When those minutes in the car stack up, she starts to

day-off activity.

feel a bit bored — or trapped, even; like she already knows exactly what the next 30 years will hold.

MARKETING THEMES & EMOTIONAL APPEAL Stress less

Get unstuck

The smartest way to get from Point A to Point B; the

Your ride can change your perspective — so you can

easiest decision you’ll ever make.

bust out of the grind and become the you you want to be.

31

AVENTON BR AND GUIDELINES

The Fun–Seeker THE RIDE: SINCH, PACE 500, & AVENTURE

AUDIENCE OVERVIE W

MEET KRISTEN, 41 She stays at home with her 3 kids, and they’re all in completely different life stages. Eating dinner as a family is a major accomplishment; finding an activity that keeps all the kids happy and occupied is a pipe dream. She’s a proud minivan mom, but she catches herself feeling a little wistful when she sees her kids whiz down the street on their bikes.

32

GOALS AND INTERESTS

CHALLENGES AND FRUSTR ATIONS

Anything the whole family (kids, parents, grandparents)

Kristen feels like a full-time air traffic controller.

can do together is a win. Preferably outdoors. If it makes

She doesn’t get a lot of quality time with her family

her look like a hero to her kids, even for a minute, then it’s

— much less time for her own fun and self-care.

worth it.

MARKETING THEMES & EMOTIONAL APPEAL Something for everyone

Be the hero

Ride your own or ride along: from toddlers to grandparents,

Finally, it’s your turn to be the fun parent, the friend

with Aventon no one gets left out — or left behind.

with the great idea, the best gift-giver, etc.

33

42

07 Personality + Voice

AVENTON BR AND GUIDELINES

Personality + Voice PER SONALIT Y + VOICE

44

If our brand were a person, this is how the world would describe us.

WE ARE

SO WE SPEAK IN A WAY THAT IS

Passionate.

Energetic and upbeat.

Proud.

Confident, but not cocky.

Inclusive.

Welcoming and warm.

Informed.

Intelligent, but approachable.

45

50

Logo Usage

AVENTON BR AND GUIDELINES

Design Terms This guide will use common de-

LOGO USAG E > Design Terms

52 52

sign language when referring to different aspects of the brand.

Understanding what these words mean will help promote understanding of the Aventon branding and make it easier to implement the identity to its fullest.

BR AND IDENTIT Y

LOGO / WORDMARK

BR AND MARK / EMBLEM

The Aventon brand identity is the

The Aventon logo is one of the

The Aventon emblem is a symbol

perception the world has of our com-

many components that represent

that represents our brand without

pany. It is made up of several compo-

our brand. Sometimes referred to

including the Aventon name. Rather,

nents; a general aesthetic, logo, color,

as a wordmark, the Aventon logo is

the lightning bolt symbol and

typography, imagery, tone, etc. and

a unique symbols designed to be an

familiar shape contribute to brand

is developed with a focus on who we

easily recognizable visual represen-

recognition and appeal.

want to appeal to, as well as the core

tation of the Aventon brand and

message we want to communicate.

values.

53

AVENTON BR AND GUIDELINES

LOGO USAG E > Primar y Element s

54

Primary Elements The following elements are the pillars of the Aventon brand. Any application of the Aventon brand must have one of these elements included in order to promote brand recognition and appeal.

55

PRIMARY LOGO The logo is to be used across all primary brand applications. It is the signature of the Aventon identity and the most recognizable asset, making it crucial to use the logo simply and consistently across all mediums.

56

AVENTON BR AND GUIDELINES

The brand mark, also known as the emblem, is to be used as an extension of the

LOGO USAG E > Primar y Element s

BR AND MARK

brand. It may be used as an accent in both digital and print design to support the primary logo and overall voice of the brand

57 57

AVENTON BR AND GUIDELINES

LOGO USAG E > Element Rules

58

Element Rules In order to maintain consistency across all platforms, there are a set of guidelines in place to maintain proper size, spacing, and color of the primary elements.

In addition to the rules concerning the usage of the logo, there are a number of stylistic applications that should never be applied to the logo. It is crucial to maintain these standards in order to ensure the logo and brand integrity.

59

AVENTON BR AND GUIDELINES

CLEAR SPACE In order to ensure the visibility and readability of the logo and emblem, a certain amount of clear space must surround it. While this is the minimum amount of space that should exist LOGO USAG E > Element Rules

60

between the element and other objects, a larger amount of space is recommended whenever possible.

This distance is decided at all sizes by the size of the A in the logo and icon

LOGO

EMBLEM

61

AVENTON BR AND GUIDELINES

LOGO USAGE When using the Aventon logo, only monochrome logos are approved for website, video, and print purposes.

Logos with Rush Red backgrounds are only to be used for social media purposes.

LOGO USAG E > Element Rules

62

1. The black monochrome logo should be used on a background that is lighter than 40% grey.

2. The white monochrome logo should be used on a background that is darker than 50% grey.

PRINT | VIDEO | WEB

1

SOCIAL MEDIA

2 Approved for: Facebook, Instagram, Twitter, LinkedIn, Google, YouTube

63

AVENTON BR AND GUIDELINES

APPLIED COLOR Detailed here are a number of stylistic applications that should never be applied to the logo. While this list is not exhaustive, it covers common misuses of the logo that would be detrimental to the perception of our brand. It is crucial to maintain these

LOGO USAG E > Element Rules

66

standards in order to ensure logo and brand integrity.

O N E CO LO R | R ED O N W H I T E

O N E CO LO R | W H I T E O N R ED

O N E CO LO R | W H I T E O N B L AC K

O N E CO LO R | B L AC K O N W H I T E

67

68

Color Palette

AVENTON BR AND GUIDELINES

Color Palette As one of the most notable elements of a brand, color is a strong tool in creating a visually harmoni-

COLOR PALE T TE

ous experience.

The Aventon color palette should be used for all marketing. Specific color values are provided for all printing techniques and digital formats. It is important for the brand colors to remain consistent across all platforms.

70

BLACK RG B: 0, 0, 0 C M YK : 0, 0, 0, 100 H E X : # 000000

W H IT E RG B: 255, 255, 255 C M YK : 0, 0, 0, 0 HEX: #FFFFFF

RU S H R E D RG B : 1 5 0 , 1 7 , 5 2 CM Y K: 2 7 , 1 0 0 , 7 4 , 2 4 HEX : #9 6 1 1 3 4

C U L T U R ED G R EY RG B: 239, 238, 238 C M YK : 5, 4, 4, 0 HEX: #EFEEEE

CIT R INE R G B : 220, 217, 50 CMYK: 17, 4, 94, 0 HE X : #DCD932

This page shows the ratio for color usage. The brand should primarily be Rush Red, Black, and White to create brand recognition and allow the content to be the star. Light Grey is used as a grounding color for both web and print design. Citrine should only be used minimally as an accent to bring attention to content.

71

72

Typography Standards

AVENTON BR AND GUIDELINES

T YPOG R APHY STANDARDS

74

Typography Standards Typography is a major part of our identity.

When used correctly, it helps create and maintain a consistent and coherent look and feel. It is as important to the brand as the logo is in creating a uniform brand experience.

75

AVENTON BR AND GUIDELINES

Aa REGUL AR

T YPOG R APHY STANDARDS

76

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@$%& BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@$%&

HALCOM HEADERS Halcom is an approved brand font. This font is used for headers. It should be displayed in sentence case with kerning set to optical and tracking set to 0. Aventon uses Halcom in Regular and Bold.

Regular + Bold 77

AVE NTON B R AND GUIDELINES 2021

CONTENT AND DESIGN

BY C O U N S EL C R E AT I V E