Brand strategy 4 Mission 5 Vision 6 Values
Our brand supports the overall experience we want our customers to have with our company. It represents who we are and what we stand for.
7 Brand personality and voice
4 Brand elements 9 Logo 12 Color
The strength of a brand relies on the consistent application of core identity elements across all communications.
13 Typography 14 Photography 15 Icons
Applications 17 Business card and letterhead 18 E-mail signature 19 Apparel tags
20 For more information
Here you will find the tools you need to encourage creativity and bring our brand to life.
4 Mission
5 Vision
6 Values
7 Brand personality and voice
BRAND STRATEGY
MISSION Our mission statement describes what our organization does:
Brand strategy
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4
Calverro produces high-quality, flattering, attainable equestrian apparel.
December 2019
VISION Our vision statement defines the goals of our organization.
Brand strategy
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5
Calverro is an upscale but attainable, well-known and appreciated equestrian apparel brand. It is worn by riders across North American and is valued for its comfort and flattering fit in the saddle and beyond. Most pieces can be taken from barn to brunch. December 2019
VALUES Our values describe our organization’s principles and beliefs.
Brand strategy
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6
Ethical/sustainable Concerned with horse welfare and animal welfare Fitting different body types Conducts business ethically Promotes the highest standards of business practices Amateur rider in mind December 2019
BRAND PERSONALITY AND VOICE The individual elements of our brand come together to help us communicate our personality as an organization and who we are. All of our communications should convey the following attributes and concepts.
Brand strategy
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7
Calverro is: Classy
Comfortable
Classic
Vibrant
Personal
East Coast style
Fun
Wearable
California influence
Warm
Athletic fit
Attainable
Bright
Lux
Upscale American
Calverro is not: European
Trendy
Low-rise
Inexpensive
December 2019
9 Logo 10 Clear space 11 Incorrect use
12 Color
13 Typography
14 Photography
15 Icons
BRAND ELEMENTS
LOGO The Calverro logo is a key element of our brand expression. It is comprised
Brand elements
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9
Logo
of our symbol and our wordmark. The symbol and the wordmark may also appear separately. A valuable business asset The Calverro logo is an asset that, with proper use, will hold a significant amount of value for our company. It must be used correctly at all times to avoid diluting the power and integrity of this valuable property. Do not alter the logo artwork in
Symbol
any way. Do not combine the logo with other imagery or messaging. Always respect the logo clear space. Colors There are two versions of our marks: black and white. Only these colors should be used.
Wordmark
Please note: Our marks appear in other colors but this usage is reserved for the consumer-facing branding of our products. December 2019
LOGO: CLEAR SPACE Visual impact is achieved by maintaining a clear space around our logo.
Brand elements
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10
Logo
The clear space serves as a barrier between the logo and other elements, including typography, photographs, illustrations, color blocks, rules and other graphics. It also determines the distance the logo can be placed from the edge of a layout or the fold in printed materials. Logo and wordmark: The suggested minimum clear space for the logo and the wordmark when it appears by itself is equal to the height of the wordmark, shown as gray boxes in the diagrams here.
Symbol
Wordmark
Symbol: The suggested minimum clear space for the symbol is equal to one-third the height of the symbol. Please note • The white boundaries in these diagrams indicate the suggested minimum clear space around the logo. More space is preferable. • In some rare cases — such as extremely horizontal, extremely vertical or digital applications — the clear space may be less than the minimum described here. December 2019
LOGO: INCORRECT USES
Brand elements
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Do not change the proportions of the components
Do not stretch or distort the logo, symbol
Do not change the perspective of the logo, symbol
that make up the logo, symbol or wordmark.
or wordmark.
or wordmark.
11
Charity Horse Show Do not change the colors of the logo, symbol or wordmark. Use only approved black or
Do not outline the elements of the logo.
Do not add graphic elements or messages to the logo. Always respect the logo clear space.
white version.
December 2019
COLOR Color use rules The Calverro design aesthetic should
Brand elements
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12
Primary
be clean and sophisticated yet fun. Brand colors have been carefully chosen to complement each other in many combinations. To keep the design uncluttered and on-brand, follow these color use rules. The primary colors may be used alone or in tandem with each other. When introducing accent colors into a design, no more than one
Midnight
Seafoam
Vintage Gray
RGB 40 48 85 (#283055)
RGB 107 150 152 (#6b9698)
RGB 203 200 200 (#cbc8c8)
CMYK 53 44 0 67
CMYK 30 1 0 40
CMYK 0 1 1 20
Citrus
Dandelion
Sky
Rose
RGB 246 149 69 (#f69545)
RGB 238 210 64 (#eed240)
RGB 177 211 223 (#b1d3df)
RGB 243 99 98 (#f36362)
CMYK 0 39 72 4
CMYK 0 12 73 7
CMYK 21 5 0 13
CMYK 0 59 60 5
Cloud
Fog
Dove
Slate
Shadow
RGB 211 207 192 (#d3cfc0)
RGB 159 155 145 (#9f9b91)
RGB 170 170 170 (#aaaaaa)
RGB 130 130 130 (#828282)
RGB 74 73 74 (#4a494a)
CMYK 0 2 9 17
CMYK 0 3 9 38
CMYK 0 0 0 33
CMYK 0 0 0 49
CMYK 0 1 0 71
accent color may be used alongside the primary color(s). The neutral shades should be used sparingly and not in
Accents
an overwhelming fashion. Any of the neutrals may be used together with the primary and/or accent colors.
Neutrals
December 2019
TYPOGRAPHY Our brand typefaces are: Noto Sans: For supporting text and body copy. Engravers Gothic BT Regular: For Calverro branding and logo wordmark. Yellow Peas: For supporting text and body copy. Not to be paired with Noto Sans. Dolce: For headlines, key messages and accent type. Not to be paired with BodoniFLF. BodoniFLF: For headlines, key messages and accent type. Not to be paired with Dolce.
Calverro Brand Guidelines
Brand elements
Noto Sans Extra Light Noto Sans Extra Light Italic Noto Sans Light Noto Sans Light Italic Noto Sans Regular Noto Sans Italic Noto Sans Medium Noto Sans Medium Italic Noto Sans SemiBold Noto Sans SemiBold Italic Noto Sans Bold Noto Sans Bold Italic Noto Sans Extra Bold Noto Sans Extra Bold Italic
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13
ENGRAVERS GOTHIC BT REGULAR
Yellow Peas
Dolce Thin Dolce Regular Dolce Medium Dolce Bold Dolce Black BodoniFLF Regular BodoniFLF Italic BodoniFLF Bold Bodoni FLF Bold Italic
December 2019
PHOTOGRAPHY
Brand elements
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14
Product photography
Environmental photography
Subjects should appear natural
These photos should inject a human
Our photography must always convey
Our environmental photography
and at ease; not overly posed, stiff
element into a brand that we want
that our products are high-quality
should help bring to life the classic
or awkward.
equestrians to relate to and aspire to.
and flattering.
and comfortable equestrian lifestyle our apparel plays an important role in creating. These images are a key way in which we convey our brand personality.
December 2019
CALVERRO ICON CALVERRO ICON OPTIONS
ICONS
Brand elements
SHOPPING ICON OPTIONS
SHOPPING ICON OPTIONS
15
1. ICON OPTIONS CALVERRO
1.
SHOPPING ICON OPTIONS
Caverro uses icons to make our
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Shopping cart
Shopping bag
website and other communications more scannable and easier to use.
1. 2.
2.
Each icon is available in an outline and a solid version.
2. SOCIAL ICON OPTIONS
SOCIAL ICON OPTIONS
Social media icons
1.
1. SOCIAL ICON OPTIONS
1. 2.
2.
2.
December 2019
17 Business card and letterhead
18 E-mail signature
19 Apparel tags
APPLICATIONS
BUSINESS CARD AND LETTERHEAD
Applications
|
17
Microsoft WordÂŽ templates, which include the Calverro logo, are available for creating letters.
December 2019
E-MAIL SIGNATURE
Applications
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18
Please follow these specifications when adding a signature to Calverro e-mail.
Calverro wordmark 1.78 inches wide
Arial 8 pt. Alignment: Centered Line spacing: Single 5 underscores Arial 8 pt. Case: All caps Alignment: Centered Line spacing: 1.5 lines
MODERN EQUESTRIAN CLASSICS _________________________ SARAH ENWRIGHT 315-529-0349
Arial 8 pt. Case: All caps Alignment: Centered Line spacing: Single Verdana Bold 8 pt. Case: All caps Alignment: Centered Line spacing: Single
SARAH@CALVERRO.COM CALVERRO.COM
Verdana 8 pt. Case: All caps Alignment: Centered Line spacing: 1.5 lines
December 2019
APPAREL TAGS
Applications
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19
Our hang tags are designed to accurately reflect our brand and to complement our apparel. Brand Logo and Size
Brand Logo and Size
calverro
XS Care Instructions Care Instructions
care instructions
made in california
December 2019
APPAREL TAGS
Applications
calverro Spring / Summer 2019
calverro Spring / Summer 2019 Our hang tags are designed to accurately reflect our brand and
Brand Logo and Size
to complement our apparel.
The Victory Show Shirt
Brand Logo and Size
Brand Logo and Size
~$0.15
~$0.15
CALVERRO
04
calverro
calverro
24
XS
~$0.15
Care Instructions
care instructions
20
calverro Spring / Summer 2019
The Schooling Breech
PRODUCT LABELS “The Perfect Jacket”
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Care Instructions
care instructions
care instructions
Care Instructions
made in california made in california
made in california
Logo and size label
Logo and size label ~$0.10
Logo embroidered sleeve
SIMPLE HANG TAG ~$0.03
~$0.10
calverro
Grommet in Rose Gold
ENJOY YOUR RIDE
the perfect jacket
~$0.12
calverro
ENJOY YOUR RIDE
THE SCHOOLING BREECH SIZE : 24 COLOR : BLUEBERRY MATERIAL :
THE PERFECT JACKET SIZE: 04 COLOR : MIDNIGHT MATERIAL :
THE VICTORY SHOW SHIRT SIZE : SM COLOR : GRAY MATERIAL :
CA LV E
RR
O
Designed to fit, flatter, and function.
calverro Spring / Summer 2019
calverro ENJOY YOUR RIDE
Logo Hang tag & toggle The Victory Show Shirt
calverro Spring / Summer 2019
space for barcode
ENJOY YOUR RIDE
Inside of second tag
space for barcode
Back of second tag The Short Stripe
space for barcode
“The Perfect Jacket” Color ways
Brand Logo and Size
Brand Logo and Size
~$0.15
calverro
calverro Spring / Summer 2019
~$0.15
calverro
XS
XS Care Instructions
care instructions
made in california
Care Instructions
care instructions
made in california
Logo and size label
~$0.10 ~$0.10
calverro
calverro
ENJOY YOUR RIDE ENJOY YOUR RIDE
THE VICTORY SHOW SHIRT SIZE : SM COLOR : GRAY MATERIAL :
space for barcode
THE SHORT STRIPE SIZE : SM COLOR : STRIPE MATERIAL :
space for barcode
December 2019
FOR MORE INFORMATION If you have any questions about the Calverro brand or the contents of this guidelines document, please contact: Sarah Enwright sarah@calverro.com