VEE Tire Co. Communication Guide

[ Brand Personality ]

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C O M M UNIcA TIO N S T YL E H o w

w e

s h o w

i t

Our identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come together to create a distinctive look and feel that makes the VEE Tire Co. brand instantly recognizable. This chapter will guide you through the core elements, assisting you in designing and producing compelling communications.

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communication style

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O u r

L o g o .

Our logo combines simplicity and distinction by using a combination of icon and name. The Icon is a simple, yet modern stylized “VEE”. Although the icon is strong, easily recognizable and can stand alone, it should never be used apart from “Tire Co.” The logo is slanted to show movement, representative of not only the biking industry, but representative also of VEE Tire Co.’s innovative movement. Initially this logo is to be used primarily on all platforms like; web, print, p.o.p displays, and merchandise.

The logo is the face of the company. When a client sees the Vee Tire Co. logo there should be a unique, comforting, feeling towards it, This feeling then translates to the company.

K e y

C o m p o n e n t s .

• Icon • Name

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F u l l

C o l o r .

The preferred Vee Tire Co. logo is the full color version combining the specified

Black

PMS 286 U

White

colors listed to the right. Different Media and printing specifications require

C 0

C 100

C 0

M 0

M 66

M 0

different interpretations of the logo type colors. The pantone, 4-color, and

Y 0

Y 0

Y 0

K 100

K 2

K 0

Web-safe RGB

Web-safe RGB

Web-safe RGB

#000000

#005daa

#FFFFFF

websafe RGB equivalents are listed beneath each color.

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C o l o r - I n v e r s e d .

o n e

When the occasion calls for a vector flat version, the above option may be

When the occasion calls for a black + white application, such as a

used. This version is ideal for screen printing or embroidery.

newspaper ad or faxable stationary, the above option may be used.

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c o l o r

-

B l a ck .

T A K E T A K E

T A K E

Y O U R S E L F

Y O U R S E L F

E R fF U RoT H r

Y O U R S E L F

F U R T H E R

F U R T H E R

p r T A iK E n Y OtU R .S

E L F

F U R T H E R

T A K E

Y O U R S E L F

F U R T H E R

T A K E

Y O U R S E L F

F U R T H

.75”

.375”

T A K E

T A K E

Y O U R S E L F

Y O U R S E L F

E R fF U RoT H r

F U R T H E R

w eT A bK E .Y

O U R S E L F

F U R T H E R

85px

45px

M i n i m u m

s i z e .

C l e a r

S p a c e .

In some instances, the Vee Tire Co. logo may need to be reduced to fit

To ensure legibility and recognition, and to prevent any obstruction of the

within a small space. To ensure proper legibility of the logo, please adhere

logo mark, a protected area is preserved around the logo. This clearance

to the above minimum size requirements. To ensure the best possible

area should be no less than the height of “Tire Co.” as indicated in the

reproduction and legibility on the web, the logo should never be reduced

diagram above.

smaller than the sizes shown above.

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T TA AK KE E

Y YO OU UR RS SE EL LF F

T TA AK KE E Y YO OU UR RS SE EL LF F F FU UR RT TH HE ER R

F FU UR RT TH HE ER R

T TA AK KE E Y YO OU UR RS SE EL LF F F FU UR RT TH HE ER R

C o l o r - I n v e r s e d .

o n e

When the occasion calls for a vector flat version, the above option may be

When the occasion calls for a black + white application, such as a

used. This version is ideal for screen printing or embroidery.

newspaper ad or faxable stationary, the above option may be used.

[ official communication standards ]

c o l o r

-

B l a ck .

f o r

p r i n t .

1.5”

.25” T A K E

T A K E

Y O U R S E L F

Y O U R S E L F

f o r

F U R T H E R

F U R T H E R

T A K E

w e b .

Y O U R S E L F

F U R T H E R

T A K E

Y O U R S E L F

F U R T H E R

215px

40px T A K E

T A K E

Y O U R S E L F

Y O U R S E L F

F U R T H E R

M i n i m u m

T A K E

F U R T H E R

T A K E

Y O U R S E L F

Y O U R S E L F

F U R T H E R

T A K E

Y O U R S E L F

F U R T H E R

F U R T H E R

s i z e .

C l e a r

S p a c e .

In some instances, the Vee Tire Co. logo may need to be reduced to fit

To ensure legibility and recognition, and to prevent any obstruction of the

within a small space. To ensure proper legibility of the logo, please adhere

logo mark, a protected area is preserved around the logo. This clearance

to the above minimum size requirements. To ensure the best possible

area should be no less than the height from the “Vee Tire Co.” baseline

reproduction and legibility on the web, the logo should never be reduced

to the “Take Yourself Further” baseline as indicated in the diagram above.

smaller than the sizes shown above.

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T A K E

Y O U R S E L F D o

1) Do not, under ANY logoL F T A K circumstance, E Y O U use R the S E

F U R T H E R

N o t ’ s .

Please adhere to the following logo guideline when using the VEE Tire Co. logo in application. For examples of correct logo usage, please refer to application example on the next page.

F U R T H E R

T A K E

Y O U R S E L F

F U R T H E R

without the tagline and “strapline” You may remove the strapline on the horizontal

T A K E

logo when necessary.

Y O U R S E L F

F U R T H E R

T A K E

2) Do not place the logo on busy

T A K E

Y O U R S E L F

Y O U R S E L F

F U R T H E R

F U R T H E R

T A K E

Y O U R S E L F

areas of a photograph. Select an area that provides easy readability.

3) Do not alter the logo color.

Always adhere to approved logo colors on previous page.

4) Do not skew or alter the logo to fit into spaces. Always size proportionately.

[ official communication standards ]

T A K E

Y O U R S E L F

F U R T H E R

T A K E

Y O U R S E L F

F U R T H E R

F U R T H E R

1.) Do not, under ANY circumstance,

2) Do not place the logo on busy

3.) Do not alter logo color. Always

4) Do not skew or alter the lgo

use the logo without the tagline

areas of a photograph. Select an

adhere to approved logo colors on

to fit into spaces. Always size

and “strapline�

area that provides easy readability.

previous page.

proportionately

T A K E

Y O U R S E L F

F U R T H E R

T A K E

T A K E

Y O U R S E L F

F U R T H E R

T A K E

Y O U R S E L F

Y O U R S E L F

F U R T H E R

F U R T H E R T A K E

TA K E

TA K E

Y O U R S E L F

Y O U R S E L F

F U R T H E R

Y O U R S E L F

F U R T H E R

T A K E

Y O U R S E L F

F U R T H E R

F U R T H E R

TA K E

Y O U R S E L F

F U R T H E R

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Business Card

Web Banners

A p p l i c a t i o n .

The above sample applications demonstrate how the visual elements presented in this logo can work together to create a distinct and memorable presentation for the Vee Tire Co. logo. Consider these samples as simply that –samples – to guide creative efforts and streamline development of our marketing.

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Advertisement

w e b s i t e .

The above advertisement demonstrates how our website must be displayed on all print . www.veetireco.com must always be displayed in lowercase using Helvetica Neue (57 Condensed) with the tracking set to 500. [ Communication Style ]

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C o l o r

P a l e t t e .

The Vee Tire Co. color palette reflects key traits of our company by the simple definitions each color and the emotion it invokes. Blue symbolizes trust, loyalty, wisdom, confidence. Blue is strongly associated with tranquility and calmness and produces a calming effect. As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Traditionally blue has been used to suggest precision when promoting high-tech products.

Grey is the symbol for security, maturity and dependability. It connotes responsibility and conservative practicality. Grey has a cooling effect when placed next to other more vibrant colors. It has a stabilizing effect, making vibrant colors stand out while muting their vibration. The support palette for the logo includes monochromatic colors creating a contrasting look and eye popping color scheme. Monochromatic colors are considered to be a very formal, elegant, and prestigious colors. These colors were also chosen to present a more corporate setting.

C o l o r

P a l e t t e .

s u pp o r t

P a l e t t e .

Black

PMS 286 U

White

PMS Cool Grey

PMS 299 u

C 0

C 100

C 0

C 0

C 85

M 0

M 66

M 0

M 0

M 19

Y 0

Y 0

Y 0

Y 0

Y 0

K 100

K 2

K 0

K 40

K 0

Web-safe RGB

Web-safe RGB

Web-safe RGB

Web-safe RGB

Web-safe RGB

#000000

#005daa

#FFFFFF

#a7a9ac

#009ddc

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F o n t s .

Type is important because it helps convey the mood and personality of the brand. The typography chosen for Vee Tire Co. are based on the characteristics of the brand and its audience.

LHF Convecta Base is an edgy and modern font that is representative of a forward thinking industry, yet, it is still easily read across many platforms. Helvetica Neue (57 Condensed) compliments this type face and is used as a main bodycopy font. This font should be used when there is large amounts of reading. Helvetica Neue (67 Medium Condensed) is the third and final font used exclusively for headlines in various marketing pieces.

L H F

C o n v e c t a

b a s e

Use for headlines and as an alternative to body copy, perfect for call outs.

h e l v e t i c a

n e u e

67 medium condensed

Used exclusively for subheaders using the all caps version.

h e l v e t i c a

n e u e

57 condensed

Use for body copy and as a possible subheader using the all caps version.

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M a i n

Ph o t o g r a p h y

s t y l e .

The black and white photography, superimposed with blue, abstract diamond shapes was chosen to create a distinctive look that is certain to separate VEE Tire Co. from competitors, making the brand recognizable and memorable. This look is achieved by desaturating the main image in photoshop. The abstract diamonds (provided by marketing department, please see pg.42) are then placed directly above the original image. Set the diamond layer to “Multiply” in the blending mode options.

Depending on the overall brightness/contrast of the image, you may have to duplicate the diamond layer a few more times to achieve the desired effect.

Place the texture image (provided by marketing department, please see pg.42) above all layers and set to “Overlay” in the blending mode options to finalize the distinctive Vee Tire Co. “look”. This effect will rarely be exactly replicated as shown in these examples... the diamonds will have to be adjusted, resized and reformatted in order to function properly with certain images. The brightness and contrast will differ image to image. The look will still be recognized as Vee Tire Co. despite of all the possible variants. Similarly, product-shot backgrounds are to be created in this fashion, but product(s) are to remain in the foreground. Never overlay any texture(s) onto products, we risk diverting the audiences attention from the product..

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F o n t s .

Just as fonts are essential in represnting the mood and personality of the brand, the typography chosen for Vee Tire Co. tires is as crusial in representing characteristics specific to each riding style. The following fonts were carefully selected for each tire category and these fonts should be used in print and web when advertising or making mention of these tires.

IRON

MAN

OF

WAR

0 0 2

k a u f h a ll e

C GF L o c u s t R e s i s t a n c e

V e r m i n

V i b e s

2

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n c v

F r a n ch i s e

X e r o ’ s

Th e o r e m

N e u r o p o l i t i c a l

P i r u l e n

O u t a g e

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t i r e

h o t

p a t c h

Hot patches will be essential in increasing industry knowledge of Vee Tire Co. and what we have to offer. All tires will be branded with a hot patch based on the category it falls under. As previously mentioned (pg.38) each category has a specific font, best suited to represent the riding style. Below are key instructions that we should adhere to when creating our tires to begin the early stages of brand reinforcement and recognition.

v e e

l o g o

1

v e e

t i r e

c o .

w e b s i t e (reverse side)

The horizontal, one-color logo has been assigned to be used on all tire

The website will always be on the reverse side of all tires and should

hotpatches due to its functionality. The logo should not exceed 3” in length.

not exceed 3” in length. The website will be placed on the bottom half of a standing tire. The approved font for the website is LHF Convecta Base.

t i r e

m o d e l

l o g o

2

e m b o s s e d

v e e

l o g o

Logo should not exceed .75” in height, regardless of total horizontal length

The embossed Vee Tire Co. logo will always be on the bottom half of

of logo. The logo should always adhere to approved fonts and colors.

the tire and is to be vertically centered with the tire model logo.

(refer to pg. 40-41 for approved fonts)

d u a l

c o m p o u n d

i c o n

This icon will always follow the tire model logo and should not exceed 3” in length.

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3

5

4

2 1

3

4 5

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R e s o u r c e

C e n t e r .

Who should use this guide?

This guide is intended for all Vee Tire Co. employees and their creative vendors especially those businesses marketing the organization.

Where can I get electronic artwork of the Vee Tire Co. logo?

The VeeTire Co. logo and tagline artwork can be emailed to you by Vee Tire Co. Please contact Vee Tire Co. at 404.305.9395 or info@veetireco.com

Can I use the Vee Tire Co. logo without their permission?

Yes, although any application of the Vee Tire Co. logo should follow the graphic standards set forth in this guide. Vee Tire Co. asks you to carefully consider how you intend to use the logo- does it reinforce the organization’s brand position? Consult with Vee Tire Co. if you have questions about the appropriateness of your planned logo application.

Are there time constraints on using the graphic standards?

No. Applying these graphic standards in a consistent manner over time will help develop a recognizable brand for the organization.

Can I use the brand positioning statement as copy in my marketing materials?

Using the brand positioning statement copy (or portion thereof ) is not recommended. The statement was written for an internal audience of the Vee Tire Co. organization members and marketers.

Where can I get the photography and other elements used in the brand standards guide?

Some items in this guide can be provided by the Vee Tire Co. organization. Others might require purchase from a third party. Contact the Vee Tire Co. marketing department for more details.

Your Vee Tire Co. contact If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact the Vee Tire Co. marketing department at 404.305.9395 or info@veetireco.com

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Resource Center

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