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G A L L O W AY

brand standards manual

©JAYNE SMALL

ART 323 | GD2

SPRING 2016

PROFESSOR PAYNE


G A L L O W AY f o r t he e q u e s t r i a n


WHO WE ARE At Galloway, we strive to offer something for every equestrian and their four-legged partner, and to be their one-stop shop. Whether they’re a hobbyist or a competitor, our drive is to provide them with quality riding equipment that will last as long as our name. Backed by experience and equine expertise, we offer a retail experience that is for the equestrian.


TA B L E O F C O N T E N T S The Purpose of Brand Identity

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Mission, Vision, Values

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Logo and Logo Usage Brandmark Lockup Options: Main Secondary Extra Clearspace Minimum Size

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Color and Applications Color Palette Logo Colors Logo Black & White Rules of Use Backgrounds

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System Typography Brand Identity Letterhead Envelope Business Card

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Touchpoints Credits

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THE PURPOSE OF BRAND IDENTITY The purpose of this document is to help us work to establish consistent communications that build Galloway’s reputation in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak to our audiences while maintaining one, unified voice. Questions should be directed by email to Galloway Corporate Office at marketing@galloway.com.


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MISSION, VISION, VALUES MISSION Our goal is to provide equestrians with quality products to help them get the most out of their riding experience. VISION We strive to create an environment that supports riders of all skill levels; whether they’re professionals or hobbyists, we want all equestrians to have a positive shopping experience that helps them get the most out of their equestrian sports. VALUES Galloway is driven by honest experience; we value giving our customers products that we know will be the most benefical for them and their horses, based on our own experiences.


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LOGO AND LOGO USAGE In order to keep Galloway’s brand identity strong and consistent, our logo should only be used in ways that follow our brand standards. Deviation is not permitted. Examples of logo usage that are and are not permissable can be found here.


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BRANDMARK Symbol Galloway’s brandmark is composed out of three elements: the symbol, the logotype, and the tagline.

G A L L O W AY f o r t he e q u e s t r i a n

Logotype Tagline


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LOCKUP OPTIONS: MAIN For versatility, there are various ways the three elements can be locked up together. In order to preserve the brand identity, they can only be put together in the ways shown here. The main lockup consists of the symbol, logotype, and the tagline.

G A L L O W AY f o r t he e q u e s t r i a n


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LOCKUP OPTIONS: SECONDARY For secondary lockups, the elements can be put together as follows; the symbol (on its own), or the logotype and the tagline.

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2

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LOCKUP OPTIONS: EXTRA For lockup options where the main or secondary lockups are not appropriate, the elements can be put together as follows; the symbol with the logotype in a vertical layout, or all three elements together in a horizontal layout.

1

2

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G A L L O W AY


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CLEARSPACE X

X

Clearspace is the area surrounding a logo that must be kept empty. X

These clearspace diagrams have been put in place to keep Galloway’s brand identity clean and legible. The diagrams are to be reffered to for all of the lockup options that Galloway offers. More space than offered by the clearspace diagrams may be used if the design allows/it’s appropriate. The clearspace is the squared width of the horse’s ears. The space between the horse and the logotype and the logotype and the tagline, however, is a third of that squared width.

X

X

1/3 X

1/3 X

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C L E A R S P A C E ( C O N T. ) X

X

X

1/3 X

X

X

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1/3 X

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C L E A R S P A C E ( C O N T. ) X

Please note, during a side lockup, the topline of the logotype must rest on the same line that the top of the horse’s eyes fall onto.

X

1/3 X X

X

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1/3 X

X


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MINIMUM SIZE To maintain the legibility of Galloway’s brandmark, its lockups should not be shown at a smaller size than what the diagrams specify here.

0.6” 1.5”

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f o r t he e q u e s t r i a n

f o r t he e q u e s t r i a n

1.35”

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1”

0.4”


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C O L O R A N D A P P L I C AT I O N S From the warm browns of a saddle’s worn leather, to the dark green forest they ride through, all of our colors reflect our customers as much as Galloway itself. Accented by the soft blue and tan of saddle pads and martingales, its these deep colors that convey both the lifestyle and passion of a Galloway equestrian. Our color palette was chosen with clear purpose. Variations from the following guidelines are not allowed under any circumstances.


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COLOR PALETTE For it’s brandmark, Galloway’s lockups should only be shown primarily in dark green (hex #102b26) or white (hex #ffffff), but blue (hex #7595a1), and red (#652b1e) can also be used. The entire color palette may be used for all of the remaining aspects of Galloway’s identity, as long as there is no confliction with its brand standards.

CMYK: 83, 57, 69, 69 RGB: 16, 43, 38 Pantone 5535 C Hex #: 102b26

CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 Pantone White Hex #: ffffff

CMYK: 58, 32, 31, 1 RGB: 117, 149, 161 Pantone 5425 C Hex #: 7595a1

CMYK: 8, 16, 16, 0 RGB: 231, 211, 203 Pantone 482 C Hex #: e7d3cb

CMYK: 13, 0, 3, 0 RGB: 218, 240, 244 Pantone 642 C Hex #: daf0f4

CMYK: 36, 82, 84, 50 RGB: 101, 43, 30 Pantone 483 C Hex #: 652b1e


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LOGO COLORS Galloway’s logo may be displayed as follows in the brandmark colors. Only one color may be used in each lockup. Any of the brand colors shown here and on the following page (defined in the next paragraph) may used on any of the lockup options. However, using dark green (hex #102b26) or white (#ffffff) is preferred, specifically for the main and secondary logos. Red (#652b1e) or blue (hex #7595a1) may be used when appropriate.

G A L L O W AY f o r t he e q u e s t r i a n

Please note, the red rectangle featured above is only present so that the white lockup can be seen. This should NOT be implemented.

G A L L O W AY f o r t he e q u e s t r i a n


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L O G O C O L O R S ( C O N T. )

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G A L L O W AY

G A L L O W AY f o r t he e q u e s t r i a n


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LOGO BLACK & WHITE If colors cannot be utalized, then any of the logo options may appear in black. (White is also allowed and encouraged, though because it is part of the color palette, it is not shown here.)

CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 Pantone Black Hex #: 000000

G A L L O W AY f o r t he e q u e s t r i a n


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RULES OF USE No part of the brandmark should ever be manipulated. These illustrations are to act as examples of prohibited alterations to Galloway’s brand identity.

do not reflect

G A L L O W AY

do not use colors outside brand standards

G A L L O W AY f o r t he e q u e s t r i a n

for t he eq u e s t r i a n

do not substitute images

do not use multiple colors

do not stretch

do not tilt


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BACKGROUNDS When using backgrounds, legibility should always be top priority. Red (#652b1e) and blue (hex #7595a1) logos should never be used over background images. Primarily, the logo should be shown in white (#ffffff), though dark green logos (hex #102b26) can be used if legibility allows. If the background image is complex/when there is a concern of legibility, a filter of the dark green at 37% opacity should be utalized. Images that do not interfere with legibility do not need the filter, though it can still be used if it is appropriate for the design and/or if it adds a contrasting value between the image and the logo.

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IMPROPER USE 1

2

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G A L L O W AY f o r t he e q u e s t r i a n

G A L L O W AY f o r t he e q u e s t r i a n

1. Do not place the logo over a horse’s face. 2. Do not place the logo over a busy background. 3. Do not use blue or red logos. 4. Do not use imagery of western riders (though Galloway caters to all equestrians, our main equipment focus is on the english discipline).

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SYSTEM TYPOGRAPHY Galloway’s typography is focused on being modern, strong, and legible. Our typefaces are meant to be both quickly readable and easily able to be printed on multiple surfaces/textures. The following pages display the typefaces that Galloway uses for all of its branding. Under no circumstances should these typefaces ever be altered or replaced.


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SYSTEM TYPOGRAPHY All print and web materials should utalize AkzidenzGrotesk BQ Condensed and Avenir. Akzidenz-Grotesk BQ can be used for headers and subheaders. Preferably, it should be in all majascules, though it is appropriate to be shown in miniscules at times.

A K Z I D E N Z- G R O T E S K B Q ( C O N D ) AKZIDENZ-GROTESK BQ LIGHT CONDENSED ITALIC AKZIDENZ-GROTESK BQ LIGHT CONDENSED REGULAR AKZIDENZ-GROTESK BQ CONDENSED A MEDIUM AKZIDENZ-GROTESK BQ CONDENSED A MEDIUM ITALIC AKZIDENZ-GROTESK BQ CONDENSED MEDIUM AKZIDENZ-GROTESK BQ CONDENSED MEDIUM ITALIC AKZIDENZ-GROTESK BQ CONDENSED REGULAR* AKZIDENZ-GROTESK BQ CONDENSED ITALIC AKZIDENZ-GROTESK BQ CONDENSED A BOLD AKZIDENZ-GROTESK BQ CONDENSED BOLD AKZIDENZ-GROTESK BQ CONDENSED BOLD ITALIC AKZIDENZ-GROTESK BQ EXTRA CONDENSED BOLD AKZIDENZ-GROTESK BQ EXTRA CONDENSED BOLD ITALIC


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S Y S T E M T Y P O G R A P H Y ( C O N T. ) All print and web materials should utalize AkzidenzGrotesk BQ Condensed and Avenir. Avenir can be used for subheaders and body copy. If Akzidenz-Grotesk BQ is not available, or in situations where legibility is the primary concern, (such as on envelopes and letterheads) Avenir may be used for headers.

AVENIR AVENIR LIGHT AVENIR LIGHT OBLIQUE AVENIR BOOK AVENIR BOOK OBLIQUE AVENIR ROMAN AVENIR OBLIQUE AVENIR MEDIUM AVENIR MEDIUM OBLIQUE AVENIR HEAVY AVENIR HEAVY OBLIQUE AVENIR BLACK AVENIR BLACK OBLIQUE


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BRAND IDENTITY Galloway’s identity has been created with specificty to our cause. We are driven by honest experience, and the knowledge that we cater to the contemporary equestrian. We strive to embody this in our visual elements; a mix of the familar and modern that comes from the everyday lives of a Galloway equestrian.


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29 2”

0.75”

2.39”

3.44”

3.85”

LETTERHEAD Format 8.5”x 11” 1”

Stock Strathmore Bright White Wove 70T

0.49” 1.9” 1.04”

Header Avenir Black/Book 10 pt 100% Black Body Avenir Book 12 pt 100% Black Logo PMS 5535 U

1.26”


30 0.21”

ENVELOPE Format #10 Envelope 9.5” x 4.25” Stock Strathmore Bright White Wove 70T

0.22” 0.7”

2.44”

Addresses Avenir Book 12 pt 100% White Front Color & Backflap PMS 5535 U Logo PMS White U

0.43”

1.42”


31 0.75”

BUSINESS CARD Format 3.5” x 2” Stock Strathmore Recycled Bright White Wove 110DTC Text

1”

0.46” 0.81” 1.31”

Akzidenz-Grotesk BQ Condensed Regular 8.5 pt 100% Black

Front Logo & Back Color PMS 5535 U

0.46”

0.28” 0.36”

Back Logo PMS White U


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TOUCHPOINTS The following pages contain examples of touchpoints that show how Galloway’s brand identity should be utalized.


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IMAGE SOURCES https://unsplash.com/@photosplashgerco https://www.mark-harvey.com/HORSES/14 https://www.doversaddlery.com/ https://unsplash.com/@lvnatikk https://unsplash.com/@kdrewphotography https://www.pinterest.com/ http://www.latkaphoto.com/blog/2016/1/16/horses- pin/332633122451142519/?lp=true on-back-backgrounds-indianapolis-equine- https://unsplash.com/@tompeham portraits http://www.acornsaddlery.co.uk/saddle-repairs https://www.pinterest.com/ http://www.showcaseocala.com/buying-a-horse- pin/407505466275953984/ property-or-farm/ https://unsplash.com/@jeztimms https://unsplash.com/@nikkijeffsv https://www.pinterest.com/ https://www.mark-harvey.com/ https://www.pinterest.com/ pin/407505466276005892/ https://unsplash.com/@sarahbedu pin/861735709919153066/ https://unsplash.com/@jontyson https://unsplash.com/@anniespratt http://futonland.com/index/page/product/product_ https://unsplash.com/@rylouma id/24489/category/149/category_ https://unsplash.com/@arstyy chain/156,149/product_name/Fabric+Sample http://lagentprovocateur.tumblr.com/ +Swatch+by+Innovation post/59938785856 http://silmarienashmore.tumblr.com/ http://www.wiebke-haas.de/ https://mymodernmet.com/wiebke-haas-equine- post/95206546424 http://lynnroseequinephotography.com/black-back photography/ https://justifiedgrid.com/ngg_tag/horse/ ground-1/ https://unsplash.com/@kdrewphotography https://unsplash.com/@gulphotographer https://unsplash.com/@outcastproductions https://unsplash.com/@dr_b


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MOCK UPS *some mock ups I’ve had for a time/were given to me, so they are not sourced here https://www.mockupworld.co/free/logo-stamp- mockup/ https://www.mockupworld.co/free/shop-window- logo-mockup-2/ https://www.mockupworld.co/free/set-of-carboard- box-mockups/ https://www.behance.net/gallery/60994081/Mock up-Macbook-Pro-(2017) https://www.behance.net/gallery/44377887/FREE- Instagram-Feed-Profile-Screen-PSD-UI-2016 https://www.behance.net/gallery/48653365/A4- Magazine-Mockup-FREE https://graphicburger.com/leather-stamping-logo- mockup-2/ https://graphictwister.com/downloa/ https://graphicburger.com/polo-shirt-psd-mockup/


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G A L L O W AY f o r t he e q u e s t r i a n

Galloway Brand Standards Manual  

Galloway is a revamped brand identity intended for Dover Saddlery, a US company that sells equipment and other products for riders and their...

Galloway Brand Standards Manual  

Galloway is a revamped brand identity intended for Dover Saddlery, a US company that sells equipment and other products for riders and their...

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