Page 1

Applications Manual

1


2


Contents Table History

5

Design Brief

7

Logo Specification

9

Color Specifications

13

Proper Usage_

17

Improper Usage

19

Exective Stationary

23

Standard Stationary

25

Logo Applications

27

3


4


History Easton Sports, Inc., is a privately owned Van Nuys, Californiabased manufacturer of sports equipment. The company has been a consistent innovator, primarily in its use of aluminum in its products. Easton designs and manufactures archery equipment, baseball and softball bats, hockey stick shafts and blades, and hockey skate blades. It also makes tent tubes and bicycle components. The company is headed by Jim Easton, the son of the company’s founder. Easton was also developed a formidable line of hockey products, but they took time to catch on. A major step towards acceptance came in the late 1980s when top goal scoring forward Brett Hull began to use Easton aluminum sticks on the ice, but the turning point took place in 1990 when superstar Wayne Gretzky, who had been traded two years earlier to the Los Angeles Kings, visited Easton to try its sticks. He liked the product so much that he agreed to a seven-year, $2 million endorsement deal, providing Easton with instant credibility in the hockey world. By 1994, more than 150 NHL players would be using Easton hockey products.

5


6


Design Brief The creation of this logo comes from the essence of Hockey and the advancement of the sport, while also showing homage to the archery past of the company. The hexagonal shaped lettering is used to portray the scientific advancement of Easton’s products. This is achieved by using the chemistry system to show chemical bonds. The curvilinear shapes on top and bottom are used to imply movement and also create an

arrow like shape with the thicker portions being the feathers of the arrow. The shapes also show the forces that the puck goes under during a slap shot. Heavy impacting force at the start of the shot, and laser beam speed and accuracy toward the end of the shot. All capital letters were used to maintain connection to current brand identity as seen on all current Easton products.

7


8


Logo Specification The following sections will show the size and color specification for the logo. This section is useful for implementing color and changing the size that the logo must be when being presented.

9


10


7.25 picas

11.7x

0.27x

1.28x 0.44x 2x 0.44x

0.5x

10.25x

Logo Size The size and proportions of the logo are extremely important in maintaining its look and branding power. To the right is a size chart for various parts of the logo. The base unit is in picas and X is 7.25 picas. Every measurement is accompanied by a ratio of the constant X.

11


12


Color Specification The main color chosen to be the flagship is Pantone 7406 C a goldish yellow. This color will vary from team to team which is why the value is used in the rest of the logo to maintain unity between all teams and players using Easton equipment. The values allow the logo to be place on darker and lighter hues and values as seen to the left. The colors for the main logo are listed to the right with CMYK values and the Pantone numbers. On the following pages you’ll see examples of logo color changing to match the colors of teams using the products. This is shown on the following pages.

CMYK

RGB

Hex

0% C 18% M 100% Y 0% K

255 R 207 G 1 B

#FFC222

0% K 0% C 0% Y 0% M

255 R 255 G 255 B

#FFFFFF

100% K 0% C 0% Y 0% M

0 0 0

0% C 0% M 0% Y 50% K

128 R 128 G 128 B

R G B

Spot Pantone 7406 C

#000000

#808080

13


14


Team Colors The logo colors have to change based on the team colors as shown above. Colors will be based solely on the teams, but the lettering and above and below swooshes will stay either white or black based one the background they are placed on.

15


Proper Usage Proper usage will ensure proper representation of the brand. The following will explain the proper usage for displaying the logo. The logo must always have 0.5x of negative space on the side, as well as 0.25x on top and bottom as seen in the figure to the right. This still leave

simply room to place the logo on hockey equipment, amongst other things. The correct color displays are shown to the far right. Black lettering will be used on light valued backgrounds, while oppositely white lettering will be used on dark valued backgrounds.

7.25 picas

11.7x

0.27x

1.28x 0.44x 2x 0.44x

16 0.5x


17


Improper Usage Improper usage is a critical occurrence to avoid. Improper usage hurts the branding power. The logo was not designed to be used in ways that make it hard to read, view, or recognize. The examples to the right are a few instances of what cannot be done to the logo in any way ever. Do not place black logo on black.

Do not place white logo on white.

18


Do not stretch logo in any.

Do not compress logo in any way.

Do not use logo upsidedown.

19


20


21


12.125 Picas

3.875 Picas

Head Hancho CFO | Easton Hockey 818.775.3245

10.31 Picas

3.175 Picas Easton Hockey 1234 East Range Blvd Somewhere, NA 93245

22

EastonHockey.com


14.975 Picas

Executive Stationary The executive set of stationary is a little more complex because it contains the pantone color of the logo. The envelope will not interfere with postage markings, but still maintains the branding identity.

Font Size: Business Card Name 10pt Info 9pt Website 9pt Envelope Info

12pt

Letterhead Info Text

12pt 12pt

4.725 Picas Easton Hockey 1234 East Range Blvd Somewhere, NA 93245

Dear, Consumer Nemodio magnis anim ventota tisquodit harcit pa volorae. Tem rem fugianis aborum, cullabo resequatio. Ut autatium et am amustiori dolorum volut lab int. Es est aut velessum ipsandis is sandicae millecu mquam, siminis es rerferrovid quid quibus voluptiis arit pos es aut fugit ea simposae optatem ea nat lis autes et asperes voluptiorem facea pre vollaciet autes modis expellaudae mint undus, ipid qui nem dolorro volupta conem ipsundebis essimin Eiunto optaturepro voluptur alicaesti dis quas modignisquam voluptius ulpa volorescim labo. Fictur, temperi tionet alique dolori blamusae aut apiende plique et volupis qui omniet, odit essi consequi dolore andae sus dolenis eum sime num veliquam et ea sequi odis cuptation reiciatur soluptatus maximporest, que nonet plaborem aceped mos dera nem hilluptist es doluptius expliquiscit eumquia simaiorum dolentio occus eos moditatque conem volore nobit fvgfdbfbevrvr. Acea pero dolorro blaborp oritis nonse volupta tectem lam, commodia necaectas exero consequam ad qui vidit quas aperuptatur aritet, et liquo beat odis aperro quist, sequam aut quassi omniaestibus maximolum volupta qui consequi net andelia a nobis descidebisti consequi a verio quat remperum sectum at. um aris essi samusdam in cum qui soluptu ressit, sin earum sit

Logo Sizes: Business Card - 12.125 x 3.875 Picas Envelope - 10.31 x 3.175 Picas Letterhead - 14.975 x 4.725 Picas

23


10.31 Picas EastonHockey.com

Joe Schmo

Receptionist | Easton Hockey 818.775.3245

10.31 Picas

3.175 Picas Easton Hockey 1234 East Range Blvd Somewhere, NA 93245

24

3.175 Picas


14.975 Picas

Standard Stationary Standard cards and stationary are made for mass production which is why the color has been taken away. This reduces costs for production.

Font Size: Business Card Name 10pt Info 9pt Website 9pt Envelope Info

12pt

Letterhead Info Text

12pt 12pt

4.725 Picas Easton Hockey 1234 East Range Blvd Somewhere, NA 93245

Dear, Consumer

Nemodio magnis anim ventota tisquodit harcit pa volorae. Tem rem fugianis aborum, cullabo resequatio. Ut autatium et am amustiori dolorum volut lab int. Es est aut velessum ipsandis is sandicae millecu mquam, siminis es rerferrovid quid quibus voluptiis arit pos es aut fugit ea simposae optatem ea nat lis autes et asperes voluptiorem facea pre vollaciet autes modis expellaudae. Mint undus, ipid qui nem dolorro volupta conem ipsundebis essimin eiunto optaturepro voluptur alicaesti dis quas modignisquam voluptius ulpa volorescim labo. Fictur, temperi tionet alique dolori blamusae aut apiende plique et volupis qui omniet, odit essi consequi dolore andae sus dolenis eum sime num veliquam et ea sequi odis cuptation reiciatur soluptatus maximporest, que nonet plaborem aceped mos dera nem hilluptist es doluptius expliquiscit eumquia simaiorum dolentio occus eos moditatque conem volore nobit. Facea pero dolorro blaborp oritis nonse volupta tectem lam, commodia necaectas exero consequam ad qui vidit quas aperuptatur aritet, et liquo beat odis aperro quist, sequam aut quassi omniaestibus maximolum volupta qui consequi net andelia a nobis descidebisti consequi a verio quat remperum sectum at.

Logo Sizes: Business Card - 10.31 x 3.175 Picas Envelope - 10.31 x 3.175 Picas Letterhead - 14.975 x 4.725 Picas

25


26


27


28


Product Logos Here are some examples of the logo placed on Easton Hockey equipment, and Ice hockey areana’s rinks and boards. The sizes for each logos will vary based on Arena regulations for advertising. For Logo placement on gear please adhere to Proper logo usage section on page 17 of this manual.

29


30


31


32

Easton app man