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BRAND IDENTITY

GUIDE 2011

HABLLEK THE WHITE GOLD


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CD

JUST LIKE THE ESKIMOS HAVE OVER 200 WORDS FOR SNOW, SO HAS THE SWEDISH SAMI PEOPLE AND HABLLEK IS ONE OF THEM. THIS SNOW IS FEATHER LIGHT AND SPARKLES AS IT FALLS FROM THE SKY. HABLLEK IS THE WHITE GOLD EVERY SKIER DREAMS ABOUT.


INTRO

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INTRODUCTION


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5

TABLE OF CONTENTS

3

INTRO

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CORE ELEMENTS - Our Logo - Logo Elements - Logo Alignment - Clear Space - Color Variations - Color Palette - Incorrect Usage - Typography

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STATIONARY - Letterhead - Envelope - Business Card - Mailing Label

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APPLICATIONS - Skis - Presentation Folder - Clothing - Accessorize - Advertising - Media

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BRAND IDENTITY GUIDE - CD


CORE ELEMENTS


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OUR LOGO

THE HABLLEK LOGO The new Habllek logo is a bold, golden H, designed to convey Habllek’s solid history in freeride skiing and its commitment to customer service. Yet it also signals the sparkling gold, the habllek snow that every skier wants. Our company logo is the single most visible representation of our company. Used effectively, our logo will help build greater awareness and understanding of our company.

HABLLEK THE WHITE GOLD


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LOGO ELEMENTS

Logomark

Habllek Logo

HABLLEK THE WHITE GOLD

LOGO The Habllek Logo features Habllek, our brand name, and has been designed to meet specific functional criteria including use on display screens and products, no matter their size.

LOGOMARK The Logomark preserves the strong heritage of our core values. It is a simple but solid H, and it sparkles just like habllek snow.

LOGOTYPE Our logotype is a clean and solid sans serif typeface. A sans serif that is stable, yet smooth and friendly.

TAGLINE Our Tagline defines what Habllek really is. Habllek is the white gold that every skier dreams of.

Logotype Tagline


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LOGO ALIGNMENT

ALIGNING THE HABLLEK LOGO Correctly aligning the Habllek logo with other elements on a page, screen, product, or sign provides a clear connection and relationship. The fundamental rule is to align these elements with the Habllek logotype as demonstrated. This will help ensure the presence and impact of the logo.

ALIGNING TYPE

HABLLEK

Type should be aligned with the top of the Habllek Logotype.

THE WHITE GOLD

Type should be aligned centered with the mid diamond of the Habllek Logomark.

ALIGNING PHOTOS Photographs and other graphic shapes should be aligned centered with the mid diamond of the Habllek Logomark.

HABLLEK THE WHITE GOLD

Photography and other graphic shapes should be aligned centered with the mid diamond of the Habllek Logomark.


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CLEAR SPACE

MINIMUM CLEAR SPACE To effectively identify Habllek materials, our logo needs to be visible. This is done by understanding the appropriate use of clear space. An invisible rectangular border, equal in width to “X”, should be maintained around the perimeter of the logo. In all applications it is important to ensure that our logo is in correct registration. The space between the logomark and the logotype, identifies as “X”, and it is equal to the space between the lines of the logotype. The space between the ogotype and the tagline, is equal to a half “X”.

X

X

X

X X

HABLLEK THE WHITE GOLD

X X = HEIGHT OF LOGOTYPE

1/2 X


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COLOR VARIATIONS

PRIMARY Preferred usage.

HABLLEK

HABLLEK

THE WHITE GOLD

THE WHITE GOLD

HABLLEK

HABLLEK

THE WHITE GOLD

THE WHITE GOLD

HABLLEK

HABLLEK

THE WHITE GOLD

THE WHITE GOLD

SECONDARY Limited usage. Use mostly on applications.

BLACK / WHITE Limited usage. Use mostly on b/w prints.


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COLOR PALETTE

PRIMARY COLORS

Habllek Grey Use for all body text.

C M Y K

0 0 0 90

R G B

65 64 66

PMS 447 C HEX #414042

Habllek Orange Use for all headlines. Primary color for applications.

C M Y K

6 50 100 0

R G B

243 145 35

PMS 1375 C HEX #ffa12d

Habllek Gold Use for no text. Primary color for applications.

C M Y K

6 15 100 0

R G B

243 207 19

PMS 7404 C HEX #f3cf13

SECONDARY COLORS Habllek Blue Limited usage. Use mostly on applications.

C M Y K

46 0 0 0

R G B

123 211 247

PMS 297 C HEX #7bd3f7


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INCORRECT USAGE

MULTICOLOR Do not change the colors.

HABLLEK THE WHITE GOLD

DROP SHADOW Do not add a drop shadow.

HABLLEK THE WHITE GOLD

SCALE Do not change the scale.

HABLLEK THE WHITE GOLD


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INCORRECT USAGE

HIERARCHY Do not change the hierarchy of the elements.

THE WHITE GOLD

HABLLEK

STRETCH Do not stretch.

HABLLEK THE WHITE GOLD

BULGE Do not bulge.


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INCORRECT USAGE

OUTLINE Do not outline any of the elements.

HABLLEK THE WHITE GOLD

GRADIENT Do not use a gradient.

THE WHITE GOLD

TAGLINE Do not change the tagline.

H HABLLEK LET’S GO BANANAS

HA


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TYPOGRAPHY

GRAPHIC COPY Always use all caps. Use for graphic copy, as “Every Skier Wants Habllek”. Use transparent white.

HEADLINE AND SUBHEAD FONT Always use all caps. It should be about 250% bigger than the body copy. Use Habllek Gold.

BODY COPY FONT Always use sentence case. Use the same size as the sub heads. Use Ash Grey.

ALTERNATIVE FONT Minimal usage.

DIN BLACK ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

DIN BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890

DIN REGULAR ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

DIN LIGHT ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890


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STATIONERY


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STATIONERY

LETTERHEAD Paper: Moab Entrada Rag Bright 190 gsm Paper Size: 8.5 x 11” Font: Din Regular Font Size: 7.5 pt

HABLLEK THE WHITE GOLD

2 3/4”

Dear Mr. Taylor, Thank you for your kind letter regarding your exceptionaltreatment by one of our employees. A copy of your letter has been forwarded to the personnel department and will be included in the employee's file. So seldom is it that a customer takes the time to write a letter of appreciation, that I feel moved to reward your initiative. Please accept the enclosed certificate, which, when presented, will entitle the bearer to a ten percent discount on the merchandise being purchased at that time. This is but a small token of our appreciation of customers such as you, upon whose satisfaction we have been allowed to grow and prosper in this highly competitive marketplace. Again, on behalf of our entire organization, a heart-felt thank you.

Best Regards,

Charles Johnson Employee Manager

WWW.HABLLEK.COM | T. 650.378.5200 | F. 650.378.5350 | 2660 CANYON BOULEVARD | BOULDER, CO 80302 | UNITED STATES

3/4”


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STATIONERY

ENVELOPE Paper: Moab Entrada Rag Bright 190 gsm Paper Size: 9 x 4” Font: Din Regular

Front

HABLLEK THE WHITE GOLD

Back EVERY SKIER WANTS

HABLLEK 2660 CANYON BOULEVARD | BOULDER, CO 80302 | UNITED STATES


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STATIONERY

BUSINESS CARD Paper: Moab Entrada Rag Bright 300 gsm Paper Size: 3.5 x 2” Font: Din Regular

Front

CHARLES JOHNSON EMPLOYEE MANAGER

T. 650.378.5200

WWW.HABLLEK.COM

D. 650.378.5201

2660 CANYON BOULEVARD

F. 650.378.5350

BOULDER, CO 80302

C.JOHNSON@HABLLEK.COM

UNITED STATES

Back

HABLLEK THE WHITE GOLD


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STATIONERY

MAILING LABEL Paper: Moab Entrada Rag Bright 190 gsm Paper Size: 4 x 5” Font: Din Regular

HABLLEK THE WHITE GOLD

2660 CANYON BOULEVARD | BOULDER, CO 80302 | UNITED STATES


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APPLICATIONS


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SKIS

HABLLEK THE WHITE GOLD

HABLLEK SKIS Great skis for great conditions.

HABLLEK

HABLLEK

HABLLEK

HABLLEK

Carries Habllek’s signature colors.


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PRESENTATION FOLDER

PRESENTATION FOLDER Keeps the documents in place

EVERY SKIER WANTS

HABLLEK

when travelling to the world’s greatest mountains.

HABLLEK THE WHITE GOLD

EVERY SKIER WANTS

HABLLEK

HABLLEK

EK

THE WHITE GOLD

Dear Mr. Taylor, Thank you for your kind letter regarding your exceptionaltreatment by one of our employees. A copy of your letter has been forwarded to the personnel department and will be included in the employee's file. So seldom is it that a customer takes the time to write a letter of appreciation, that I feel moved to reward your initiative. Please accept the enclosed certificate, which, when presented, will entitle the bearer to a ten percent discount on the merchandise being purchased at that time. This is but a small token of our appreciation of customers such as you, upon whose satisfaction we have been allowed to grow and prosper in this highly competitive marketplace. Again, on behalf of our entire organization, a heart-felt thank you.

Best Regards,

Charles Johnson Employee Manager


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CLOTHING

HABLLEK JACKET Our high quality ski jacket comes in three different colors; Habllek Gold, Habllek Orange, Habllek Snow White.

HABLLEK PANTS Our high quality ski pants comes in two different colors; Habllek Gold Habllek Blue.


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CLOTHING

HABLLEK GLOVES Our ski gloves in goat leather comes in two different colors; Habllek Orange, and Habllek Blue.

HABLLEK BEANIE The handmade beanie is Habllek Snow White and has the golden logo on the front and a yarn ball in Habllek Blue on top.


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ACCESSORIZE

HABLLEK HELMET The super solid helmets comes in Habllek Orange, Habllek Blue, Habllek Grey.

HABLLEK GOGGLES With this high quality glass the world becomes an even prettier place. Comes in Habllek Orange and Habllek Blue.


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ACCESSORIZE

HABLLEK SKI BAG The Habllek Ski Bag has a clean design and carries 2 pair of skis.


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ADVERTISING

BILLBOARD A photo says more than a 1000 words. The billboards should be big, and have a clear message.

LIFT AD The same philosophy as for the billboards, the lift ad should have a clear message with great photography.

SPONSOR CAR To be used during ski events and other activities. We want to be present where our target audience are.


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ADVERTISING

COMPETITION CLOTHING When sponsoring events and teams, the logo and logotype should be big and seen by a great audience.

RACE FINISH LINE When riders reach the finish line, they should be welcomed by an orange arch that gives a clear message; Habllek is here.


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MEDIA

HABLLEK.COM

H

HABLLEK THE WHITE GOLD

EVERY SKIER WANTS

HABLLEK

CATALOG STORES NEWS EVENTS HABLLEK

previous

Dimensions Size Radius

FACEBOOK

142-120-132 192 cm 38 m

HABLLEK

HABLLEK

HABLLEK

HABLLEK

CONTACT

next

HABLLEK WHITE GOLD USD 1090


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MEDIA

IPHONE Habllek’s iPhone app gives you a snow report over the most popular ski resorts. It also has a guide to the best off pist routes.


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EVERY SKIER WANTS

HABLLEK


25

BRAND IDENTITY GUIDE

HABLLEK THE WHITE GOLD

Habllek Skis  

Habllek Brand Identity Guide

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