Onpoint Visual Brand Guide Book

Visual Brand Guidelines

TABLE OF CONTENTS 4 Logo 5

Word Mark Lockup

6

Image Mark

7 Tagline 8 Typeface 9

Color Palette

10

Demographics

11

Magazine Advertising

11

Website

12

Packaging

Onpoint Visual Brand Guide

ABOUT THE COMPANY Onpoint provides affordable and quality scopes for both marksmen and hunters. Our scopes are made from machined aluminum with quality glass lenses to give you a clear look. We guarantee that our scopes will not fog up when you find yourself traversing through those ever changing harsh elements.

3

LOGO The Onpoint logo uses the Plantagenet Cherokee typeface set in all caps. The primary color used is a golden brown. The gold color provides excellent contrast against the black or silver background color of our scopes. The logo color can be white on black or black on white when used for corporate presentations or documents.

Onpoint Visual Brand Guide

WORD MARK LOCKUP The Onpoint logo is meant to stand along or be used with its taagline. Should there be a need to put something next to it there should be sufficient space, about the width of the I so as to give the logo breathing room. The tagline will sit the same distance above the cross line as the distance below the cross line and the wordmark itself.

5

LOGO IMAGE MARK The image mark is primarily a stand alone element that is designed to go on the windage and elevation knobs of the scopes. It can be used in association with the wordmark but must remain as the primary element with the word mark below it and the same width as the O itself.

Onpoint Visual Brand Guide

TAGLINE The tagline is a sans serif font set in italics and is used to help reinforce what Onpoint is all about. The color is a golden brown which is the same color as the logo. The tagline should be 1/5th the height of the wordmark and go from the outer edge of the P and extend no further than the leading edge of the foot of the T in Onpoint.

7

TYPEFACE Onpoint logo uses Plantegent Cherokee typeface with a capital O and the remainder set in small caps. The tagline uses Futura Std with Light Oblique weight set in all caps. These two typefaces project both an old fashioned and well established look with the new and modern feel which is what our clients are looking for.

Plantagenet Cherokee - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Futura Std - Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Futura Std - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Futura Std - Book ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Futura Std - Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Futura Std - Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Futura Std - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890

Onpoint Visual Brand Guide

COLOR PALETTE The color palette for Onpoint is designed to show quality and courage. The Gold represents the quality of the brand while the red is indicative of courage. The black gives both the gold and red a great contrast and is also the primary color of all our scopes.

9

DEMOGRAPHICS Here is a sample of what makes up the demographics for Onpoint. Most of the people that buy are products are middle class hardworking americans who believe in affordable and quality products.

ANDREW JOHNSON

Age: 22

Andrew typically purchases mid to low level

Occupation: Farmer

quality scopes that often will not keep their zero.

location: Wisconsin

The top quality scopes are too expensive. His

Income:

scopes often fog up, lose their zero or the reticle

$40,000

is not clear enough.

“Life is better on the farm” ROBERT HANSCOM

Age:

45

Bob uses medium quality scopes for his kids

Occupation: Surveyor

rifles and his own. He often finds that these

location: Oregon

scopes become unreliable and tend to fog up in

Income:

cold weather.

$55,000

“The best way to predict the future is to create it” ANDREW JOHNSON

Age: 26

Occupation:

Real Estate

Haley enjoys the outdoors and hunting with her dad. She gets really frustrated when she goes on

location: Georgia

hunting trips and her cross hairs are not clear or

Income:

the lenses fog.

$65,000

“Difficult roads often lead to beautiful destinations” Onpoint Visual Brand Guide

WEBSITE & MAGAZINE Customers will be able to purchase the products directly from the website or through participating stores.

Advertising will be done primarily through outdoor magazines like Field & Stream, Outdoor life, Guns & Ammo, etc.

11

PACKAGING The Onpoint logo and wordmark will be placed on the box with the Onpoint logo and tagline on the side. The image mark will be placed on the top and sides.

Onpoint Visual Brand Guide