Sea Ray L-Class Brand Standards

BRAND STANDARDS

STYLE THRIVES ON SUBSTANCE EVERY SQUARE INCH OF AN L-CLASS YACHT IS DESIGNED WITH ONE PURPOSE: ACHIEVE THE PERFECT BALANCE OF STYLE AND SUBSTANCE. THESE ARE THE FIVE GUIDING DESIGN PRINCIPLES OF THE SEA RAY L-CLASS.

N O.

01

TRUE PERFORMANCE IN SERVICE OF TRUE LUXURY This is about the experience of true performance.

That unmistakable sense of real precision in your hands and under your feet. It’s smooth. Solid.

Effortless. And it puts you in complete command.

N O.

02

DESIGN SHOULD HAVE MEANING Painstakingly laid out to anticipate your needs.

From a thoughtfully arranged salon to the ergonomically designed helm, form and function are blended seamlessly throughout.

N O.

03

NEVER COMPROMISE COMFORT Comfort unlike anything you’ve experienced before.

We raised the bar to exceed every expectation.

No compromises. No qualifiers.

This is what life on a yacht is supposed to feel like.

N O.

04

THERE ARE NO “LITTLE THINGS” Superior at every level. No detail has been overlooked.

You can see it in premium stitching and upholstery.

And you can feel it in cabinetry and fixtures substantial enough to rival anything found on land.

N O.

05

TRUE CRAFTSMANSHIP ENDURES. It’s only a lost art if you stop doing it.

Signature Sea Ray craftsmanship—the unique marriage of skill and artistry that puts Sea Ray in a class all its own— is on display in every part of the boat.

THE CRAFTMANSHIP OF THE LOGO The L-Class logos are purposefully distinct from the Sea Ray logo in font and style to further visually distinguish this singular class of yachts.

Reversed-out (boxed), vertical and horizontal versions of the logo exist for all four models.

We recommend the boxed version on dark or saturated backgrounds.

Do not use the reversed-out (white) logo without the black box and frame around it.

• The L-Class logo should not typically be paired with the Sea Ray logo. When clarification about Sea Ray’s involvement is required, the Sea Ray logo should be used beneath the L-Class logo and in gray or white. Avoid black or orange.

• Do not use the tagline version of our logo in conjunction with the L-Class. The “Launch into Living” tagline should be used exclusively with Sea Ray’s non-L-Class lineup.

• The L-Class logos should not be used in a whimsical or decorative manner, such as a repeated motif or as a background for text.

• To ensure clear reproduction, the “L” must meet the minimum size requirement of 1 inch in height.

• The logo should not be colorized. Dimensional, gold and platinum logos are to be used only on the boats themselves.

On L-Class materials, the Sea Ray logo should be included in a position of secondary prominence. The goal is to first emphasize the L-Class and then subtly remind the viewer of its affiliation with Sea Ray, and the halo benefits therein.

THE TYPEFACE SELECTION The L-Class is Sea Ray’s flagship and most premium line, blending time-tested Sea Ray heritage with cutting-edge design and technology and an aesthetic of modern luxury.

Our typography reflects these qualities. L-Class typography is both elegant and strong—confident without being aggressive, beautiful yet never excessively ornate.

Chronicle Roman Chronicle Roman Italic Chronicle Semi-Bold Chronicle Semi-Bold Chronicle Bold Chronicle Italic Klavika Regular Light

Klavika Light Condensed

Klavika Regular Light

Klavika Light Italic

Klavika Regular

Klavika Regular Condensed

Klavika Regular

Klavika Regular Condensed

Klavika Medium

Klavika Medium Condensed

Klavika Medium Italic

Klavika Bold Condensed

Klavika Bold

Klavika Bold Condensed Italic

Klavika Bold Italic Klavika Regular Klavika Medium Italic

Chronicle is the preferred typeface for L-Class marketing materials, including headlines and body copy. Klavika is a sans serif option that should be used only for smaller type, such as captions, or for white copy reversed against black.

COLORS THAT SEPARATE The L-Class palette reflects the confident strength and clean, sophisticated aesthetic of this exceptional line of yachts.

2

1

3

4

1. WHITE C 00 M 00 Y 00 K 00 R 00 G 00 B 00

2. GRAY PMS C COOL GRAY 7 C 22 M 15 Y 11 K 32 R 154 G 155 B 156

3. Black PMS 6C PMS Black U C 0 M 0 Y 0 K 100 C 40 M 40 Y 40 K 100 R6G0B0

4. ORANGE PMS C Orange 021 PMS U Orange 021 C 00 M 70 Y 100 K 00 R 255 G 88 B 00

The L-Class orange is a shade similar to but slightly brighter than the Sea Ray orange. Used sparingly, this richer tone complements the largely black-and-white L-Class palette.

Photography is our primary way to express the L-Class brand; imagery is truly our primary color palette.

Two neutrals—gray and white—complement the vibrancy of our photography and add sophistication and elegance.

Sea Ray Orange—when appropriately applied—brings a shot of energy that breathes new life in to our palette.

Orange should be used with restraint, making sure it doesn’t overwhelm any application and become gaudy.

CREATIVE SAMPLES L-Class materials never shy away from speaking the bold truth.

Powerful lifestyle and product shots are used in equal measure and united through bold, declarative copy. Visually and textually, the union of style and substance comes through loud and clear.

INTRODUCING LUXURY’S NEWEST EMBODIMENT

139_L590FLY_Catalog8.5x8.5.B.indd 1

6/24/15 9:08 AM

IMAGERY THAT MOVES YOU Sea Ray imagery tells a story through moment-driven photography.

Never contrived, always aspirational, these are not just pictures of a yacht—but images that evoke the essence and emotion that are central to the L-Class experience.

HTTP://GALLERIES.SEARAY.COM

SEA RAY DIGITAL ASSETS Sea Ray maintains a robust library of marketing and point-of-sale materials, which are available for download at any time, free of cost.

These include digital and print advertisements, videos, posters, e-catalogs and our award winning lifestyle publication, Sea Ray Living. L-Class materials can be found by selecting a particular model or entering “L-Class� into the Search bar.

HTTP://MARKETING.SEARAY.COM

Dealers should visit marketing.searay.com to download approved Sea Ray logos, images and marketing materials.

If you are unable to download from the site, please contact Natalie Kelly at (865) 582-2401 or Natalie.Kelly@searay.com for information on how to access Sea Ray-approved brand resources.