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James Haskell Brand Guide Version 1.03


Brand Guide Contents

Brand Rationale

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Brand Values

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Logos 6 Logo Exclusion Zones

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Logo Size & Positioning

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Correct Logo Usage

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Incorrect Logo Usage

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Straplines 12 The Mosaic

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Colour Palette

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Typography 20 Brand Assets: File Reference

Do Good Branding Info@DoGoodBranding.com +44 (0)20 7250 0291

Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG

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Do Good Media Ltd Company no. 0679 8956 VAT no. 948 2101 30


Brand Rationale Overview

The ‘James Haskell’ brand sits at the top of the business, under which currently sits three sub-brand entities: Media, Fitness (Bodyfire) and Corporate Events. This document addresses the core ‘James Haskell’ brand and the ‘James Haskell Bodyfire’ sub-brand. A healthy lifestyle requires a combination of elements such as a balanced diet, regular exercise and using the best quality products available. This sits at the heart of the ‘James Haskell’ brand. Having proven himself in the sporting arena, the ‘James Haskell’ brand aims to share the formula of James’ success with anyone that has the self determination to live a healthy and active lifestyle. The brand expresses this philosphy through the Mosaic device and logos. These consist of individual elements that come together in an interlocked pattern, or in the case of the logos, a brand name.

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Brand Values Definitions

Accessible

Authentic

The James Haskell Brand is open We have a transparent and to everyone, no-one is excluded. honest approach to everything we are involved with.

Dedicated

Extraverted

Not afraid of hard-work, we push ourselves harder to achieve excellence.

James Haskell knows how to enjoy itself. We’re outgoing and wear our heart on our sleeve.

Energetic

Focussed

James Haskell is a highly charged and motivated brand.

James Haskell doesn’t do anything by halves, we delve in deep to any activity to ensure we provide the best products, advice and service available.

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Brand Elements Logos Primary Logo

The ‘James Haskell’ logo has been designed using a stencil style font that reinforces the mosaic theme of individual elements coming together to form one complete solution. Each component represents the ingredients required to achieve an active and healthy lifestyle.

Sub-brand Logos

The Bodyfire sub-brand logos directly reference the primary logo, either using the wordmark in it’s entirety, or using the ‘JH’ initials monogram that has been formed from the parts of the full wordmark. Please note: The TM symbol does not indicate that our trade mark is actually registered, only that it is being used as a trade mark. The symbol ‘TM’ has no legal significance in the United Kingdom.

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Logo font: This is based on the font ‘Doctrine Stencil Black’


Brand Elements Logos

Like the brand itself, the ‘James Haskell’ logo is a ‘no-nonsense’ logo. It is bold and strong and has been designed for robust use. The logo is in Pantone 432 wherever possible (1). If it appears on a dark or coloured background it should be white (2). The logo should never appear as a colour. When overlaying the logo ensure underlying elements do not show through the ‘James Haskell’ text. The ‘James Haskell’ text of the logo should be solid, unless applied to a texture or to a bottle for instance where the background will show through (3).

1

2

3

The sub-brand logo ‘James Haskell Bodyfire’ incorporates the main ‘James Haskell’ logo and should be the main logo used on all ‘James Haskell Bodyfire’ products. As with the ‘James Haskell’ logo, the same rules of use apply.

The sub-brand logo, ‘JH Bodyfire’, has a strong graphic presence, which is particularly effective when applied to t-shirts or other 3rd party branded products. This logo should always be used in conjunction with the ‘James Haskell’ logo.

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Brand Elements Logo Exclusion Zones

Always allow space for our logo to ‘breathe’. This space is referred to as the ‘exclusion zone’. Wordmark Reference Point The clear space around the logo should be at least the cap height of the ‘H’ from the logo.

Bodyfire Wordmark Reference Point The clear space around the logo should be at least the cap height of the ‘H’ from the logo.

Monogram Reference Point The clear space around the logo should be at least the cap height of the lower piece of the ‘H’ from the logo.

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Brand Elements Logo Size & Positioning

Position on the page Wherever possible our logos should be positioned in any of the four corners of a design layout. The logo should be positioned at least the distance of the exclusion zone from the edge of the page or block element it might be contained within.

Minimum Sizes The minimum sizes for our logos appear below. Where possible, the logos should be larger, to ensure visibility. The height of the logos should always remain in equal proportion to their height.

PAge Size

JH Wordmark (Min. Width)

JHB Wordmark (Min. Width)

JHB Monogram (Min. Width)

A2 – A0

25mm

25mm

20mm

A3

20mm

20mm

15mm

A4

15mm

15mm

12mm

A5

12mm

12mm

10mm

DL and smaller

10mm

10mm

8mm

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Brand Elements Correct Logo Usage

Graphite on white/light colour Where possible apply the logo in the core brand colour when used on pale backgrounds.

White out of black/dark colour If the logo is being used on a dark colour or surface, always use the white version of the logo.

White out of brand accent When using a brand accent colour, use the white version of the logo.

Graphite on white/light photo Where possible apply the logo in the core brand colour when used over pale images.

White out of black/dark photo If the logo is being used on a dark image, always use the white version of the logo.

White out of brand accent When using a brand accent colour, use the white version of the logo.

Graphite on white/light colour Where possible apply the logo in the core brand colour when used on pale surfaces.

White out of black/dark colour If the logo is being used on a dark surface, always use the white version of the logo.

White out of brand accent When using a brand accent colour, use the white version of the logo.

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Brand Elements Incorrect Logo Usage

Avoid using white logos on pale backgrounds Use the Graphite coloured logo on white or pale backgrounds.

Do not recolour the logos Only use the logos as either Graphite or white.

Avoid Graphite on dark colours If the logo is being used on a dark colour or surface, always use the white version of the logo.

Do not stretch or distort Always use all logos in the original proportions they were created in.

Avoid applying special effects Where possible use the logo file as it was originally created.

Never rearrange the logo components

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Utatiam, con perrum que qui tem ipsuntium id evelitatibus.

Do not recreate the logo using different fonts

Do not ignore exclusion zones Always leave space around the logos as per the exclusion zone guide.

Avoid rotating the logo Always apply the logo parallel to the rest of the content on the layout.

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Brand Elements Strapline Primary Strapline

Train Like a Pro.

Secondary Strapline

Everyday training, developed by professionals.

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Brand Elements Mosaic Sub-brand Logo

The Mosaic is one of our strongest Brand assets. The device enables us to communicate the ‘James Haskell’ lifestyle through use of photography, graphics, print-finishes or materials. The device is incredibly versatile due to it’s simplicity and can be realised in many different ways, in both 2D and 3D.

Print Finish Examples Spot Varnish

Foil Blocking

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Brand Elements Mosaic Mosaic: Hidden ‘JH’

Mosaic: Solid

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Brand Elements Mosaic Mosaic: Accent Colour

Mosaic: Repeat

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Brand Elements Mosaic Mosaic + Photography

Mosaic + Colour

Please Note: These are concept visuals and do not necessarily represent the final design.

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Brand Elements Mosaic Mosaic + Product Categories

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Colour Palette Primary

Pantone® Solid Coated: 432 C c m y k 65 43 26 78 r g b 51 63 72 Web # 44 4F 51 Graphite

Pantone® Solid Coated: 226 C

Pantone® Solid Coated: 228 C

c m y k 0 100 2 0

c m y k 16 100 14 42

r g b 208 0 111

r g b 137 12 88

Web # D6 02 70

Web # 8C 00 4C

Pantone® Solid Coated: 7417 C

Pantone® Solid Coated: 7620 C

c m y k 1 83 85 0

c m y k 0 95 94 28

r g b 224 76 57

r g b 183 49 44

Web # E0 4E 39

Web # B7 31 2C

Magenta

Orange

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James Haskell Brand Guide


Colour Palette Secondary Accents

Pantone® Solid Coated: 381 C

Pantone® Solid Coated: 383 C

c m y k 25 0 98 0

c m y k 29 1 100 18

r g b 206 220 0

r g b 168 173 0

Web # CC E2 26

Web # A8 AD 00

Pantone® Solid Coated: 2592 C

Pantone® Solid Coated: 2622 C

c m y k 58 90 0 0

c m y k 65 100 5 40

r g b 155 38 182

r g b 101 49 101

Web # 93 0F A5

Web # 65 31 65

Pantone® Solid Coated: 638 C

Pantone® Solid Coated: 641 C

c m y k 86 0 9 0

c m y k 100 23 0 19

r g b 0 175 215

r g b 0 103 160

Web # 00 B5 D6

Web # 00 7A A5

Green

Purple

Blue

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Typography Brand Fonts

Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Gotham Book

Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Gotham Bold

Brand Font ‘Gotham’ is James Haskell’s primary typeface family, and should be used on all marketing collateral. Gotham can be purchased here: http://goo.gl/sN9Cx5

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James Haskell Brand Guide

NB: Always export Word documents as PDFs before sending. This is to retain the Gotham font. If you produce files that you know will rely on the recipient having the font installed on their computer e.g Word documents or PowerPoint presentations, create them using the system-safe font Georgia. This is to avoid Gotham being substituted by ‘off-brand’ fonts.

Font Background Inspired by American sign lettering, the designer of Gotham wanted the font to exhibit the “mathematical reasoning of a draftsman” rather than the instincts of a type designer. He allowed Gotham to escape the grid wherever necessary, giving the design an affability usually missing from ‘geometric’ faces.


Typography System / Web Safe Fonts

Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Helvetica Regular

Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Helvetica Bold

Usage Helvetica should be used for: ●● Word documents ●● PowerPoint presentations ●● Live text on a website ●● Email messages and signatures ●● Any situation whereby it is not possible to guarantee that ‘Gotham’ will be displayed correctly.

Font Background Helvetica was designed in postwar Europe, when many people were looking for a change. It was the opposite of all the kitschy, fancy, decorative typography that covered corporate materials and advertisements.

Helvetica has been featured by MOMA in New York and has received a number of awards and worldwide recognition. There’s even a documentary and a few books about it.

One of the best things about Helvetica is its neutrality. It was designed specifically not to give an impression or have any inherent meaning.

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Brand Assets File Reference

James Haskell Wordmark

vector

bitmap

rgb

cmyk

pantone

jh_wordmark_BLK.eps

jh_wordmark_CMYK.eps

jh_wordmark_RGB.eps

jh_wordmark_SPOT-C.eps

432 coated

jh_wordmark_SPOT-U.eps

432 uncoated

jh_wordmark_WHT.eps

jh_wordmark_CMYK.jpg

jh_wordmark_RGB.jpg

jh_wordmark_BLK.jpg

jh_wordmark_RGB.png

jh_wordmark_BLK.png

jh_wordmark_WHT.png

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black

white


Brand Assets File Reference

James Haskell Bodyfire Wordmark

vector

bitmap

rgb

cmyk

pantone

jhb_wordmark_BLK.eps

jhb_wordmark_CMYK.eps

jhb_wordmark_RGB.eps

jhb_wordmark_SPOT-C.eps

432 coated

jhb_wordmark_SPOT-U.eps

432 uncoated

jhb_wordmark_WHT.eps

jhb_wordmark_CMYK.jpg

jhb_wordmark_RGB.jpg

jhb_wordmark_BLK.jpg

jhb_wordmark_RGB.png

jhb_wordmark_BLK.png

jhb_wordmark_WHT.png

black

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white

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Brand Assets File Reference

JH Bodyfire monogram

vector

bitmap

rgb

cmyk

pantone

jhb_monogram_BLK.eps

jhb_monogram_CMYK.eps

jhb_monogram_RGB.eps

jhb_monogram_SPOT-C.eps

432 coated

jhb_monogram_SPOT-U.eps

432 uncoated

jhb_monogram_WHT.eps

jhb_monogram_CMYK.jpg

jhb_monogram_RGB.jpg

jhb_monogram_BLK.jpg

jhb_monogram_RGB.png

jh_monogram_BLK.png

jh_monogram_WHT.png

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black

white


Brand Assets File Reference

JH mosaic / JH Mosaic Repeat

vector

jh_mosaic_BLK.eps

jh_mosaic_repeat_BLK.eps

jh_mosaic-mask_WHT.eps

jh_mosaic-mask_WHT.eps

bitmap

jh_mosaic_BLK.jpg

jh_mosaic_repeat_BLK.jpg

jh_mosaic_BLK.png

jh_mosaic_repeat_BLK.png

jh_mosaic-mask_WHT.png

jh_mosaic-mask_repeat_WHT.png

rgb

cmyk

pantone

black

James Haskell Brand Guide

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Do Good Branding Hello@DoGoodBranding.com +44 (0)20 7250 0292

Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG

Do Good Media Ltd Company no. 0679 8956 VAT no. 948 2101 30

Brand Guide: James Haskell  
Brand Guide: James Haskell  
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