Brand Guidelines
This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency.
This includes all of the elements you may need: logos, typefaces, colors, and more to create a consistent tone, look, and feel for your brand. We invite you to absorb this information and reference it often to become an informed keeper of the brand.
If you should have any questions please feel free
WHAT WE DO
For locals and visitors looking for a fun and active way to explore the Lowcountry, Flow Water Sports unlocks Bluffton and Hilton Head’s waterways — offering self-paced kayak and paddle rentals that allow for unforgettable experiences.
POSITIONING STATEMENT
WHY WE EXIST
Connecting people to the Lowcountry through effortless, unforgettable paddle and kayak adventures.
MISSION STATEMENT
WHAT MAKES US DIFFERENT
Experience Adventure, Delivered to You.
WHERE WE ARE GOING
To be the Lowcountry’s most loved source for kayaks and paddle-boards, making outdoor adventure effortless, relaxed, and memorable.
VISION STATEMENT
OUR CORE VALUES
Expression
Experience
Fun Passion
Buoyancy
CORE VALUES
BRAND PERSONALITY
Passionate
Being on the water allows a sense of freedom and adventure that is hard to find anywhere else. Owned and operated by a husband and wife team, Flow Water Sports is about spreading that infectious joy that only comes from being active and spending time on the water. Whether it’s your first time or your fiftieth, we want every outing to be filled with laughter and splashes of fun.
Expressive
We believe adventure is a form of self-expression. We want to encourage our community to be bold, be loud, and be unapologetically themselves.
Buoyant
Like our boards, we rise. We are all about staying positive, lifting others up, and riding the waves with resilience and good energy — no matter the current.
Go with the flow.
Go with the flow.
TAGLINE
PRIMARY LOGOS
The Flow Water Sports primary logo is a combination mark.
The primary logo should be used in most cases ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
SECONDARY LOGOS
The secondary logos are suitable for use in place of the primary logo when a single-color design is needed or preferred.
ALTERNATE LOGOS
The alternate logos are Ideal for situations where the words 'Water Sports' would be too small to visualize, like on small merchandise, social media profiles, or when a different orientation is required.
BADGES
The badges are perfect for branding on apparel, stickers, or promotional items where a compact, emblem-style design is more effective.
CIRCLE MARK
The circle mark should be used for social media profile pictures, app icons, or anywhere a circular format is required for consistency.
LOGO MARK
The logo mark is best for minimalist branding needs, such as watermarks, favicons, or when a standalone symbol is needed to represent the brand.
KNOCK OUT LOGOS
In certain cases, such as on solid backgrounds or minimally detailed photos, using these knocked-out versions of the logo suite is appropriate.
LOGO SPACING
To preserve the Flow Water Sports logo’s integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better.
The minimum whitespace around the logo is equivalent to the water drop in the word "Flow". A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation. These visuals are used to define minimums.
MINIMUM LOGO SIZE
For readability, scale needs to have special considerations. Do not reduce these elements below the designated pixel values.
Web 144 pixels @ 96 PPI
Print 1.5"
Web 48 pixels @ 96 PPI
Print .5"
LOGO DON'TS
To make sure our logo appears as consistent as possible throughout our communications, we've identified a number of ways it should never be used.
A. Do not squeeze or stretch vertically.
B. Do not squeeze or stretch horizontally.
C. Do not add shadows or filters to the logo.
D. Do not contain the logo in box when placed on a background image or color.
E. Do not alter the logo colors.
F. Do not rearrange or resize the logo elements individually.
G. Do not add other elements within the clear space allotment.
H. Do not rotate.
I. Do not place borders around logo
A.
D.
G.
PRIMARY COLOR PALETTE
Color is foundational to the visual identity of a brand in all its expressions and executions. This includes logos, packaging, products, environments and all forms of marketing communications.
The primary palette helps consumers to quickly identify a brand. These core colors represent the earth tones in which the company coincides with.
RGB: 0, 128, 128
CMYK: 100, 0, 0, 50
Hex: 008080
Pantone: 3557C
RGB: 255, 127, 80
CMYK: 0, 50, 69, 0
Hex: FF7F50
Pantone: 2024C
RGB: 50, 205, 50
CMYK: 76, 0, 76, 20
Hex: 32CD32
Pantone: 2270C
RGB: 0, 0, 0
CMYK: 75, 68, 67, 90
Hex: 000000
Pantone: Black 6C
SECONDARY COLOR PALETTE
The secondary palette is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space.
The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.
RGB: 255, 94, 77
CMYK: 0, 63, 70, 0
Hex: FF5E4D
Pantone: 1645C
RGB: 0, 255, 255
CMYK: 100, 0, 0, 0
Hex: 00FFFF
Pantone: 311C
RGB: 255, 0, 255
CMYK: 0, 100, 0, 0
FF00FF
Hex:
Pantone: Rhoadamine Red C
TYPE FACES
Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature.
To guarantee a cohesive look, make sure brand fonts are used in a consistent manner and the weights of each font have been considered, using heavier weights to highlight key messages.
Header Font - Meethlake Three Regular
Body Copy Font - Poppins, Family
Accent Font - Street Punks Marker
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTt
UuVvWwXxYyZz
0123456789
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUu
VvWwXxYyZz
0123456789
TYPE SYSTEM
Meethlake Three Regular should be used for all headers on a large scale, 3-6x that of the body copy font size (all caps or case sensitive dependent on layout and use of additional copy).
Poppins should also be used for all other copy (body, lists etc).
Street Punks Marker is the accent font and it is to be used sparingly to covey important messaging. This font can also be used for subheaders to add an unexpected pop of fun.
Sub Header
Main Header
Body text. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
BUTTON
Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing. If you should have any questions please feel free to contact us at fanmail@triadbrandmarketing.com. Thank you.
