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THOROUGHBRED Brand Standards Manual

Art 323 A Graphic Design 2, Spring 2016

Professor Jane Dorn

© Matthew Swank, 2016


Legacy Driven


About Our Team Powered by a legacy of racing experience, the cars we build at Thoroughbred have become the epitome of original, American muscle. Designed with the latest technology which enhances our custom built V-8 engines, the Thoroughbred lineup can serve you on the track and on domestic roads. Our company strives to improve our iconic vehicles nonstop in order to uphold our legacy as a quality manufacturer and racing team.


Table of Contents 01 Identity & Purpose Why Brand Standards? Mission, Vision, Values

5 6 7

02 Logo & Logo Usage Brandmark Brand Architecture Lockup Options Clearspace Minimum Size Logo Color Palette Logo Greyscale Background Colors Background Images Incorrect Usage

8 9 10 11 12 16 17 18 19 20 21

03 Typographic System Print Application Web Applications

24 25 26

04 Brand Identity The Identity Package Letterhead Envelopes Business Cards

27 28 29 30 31

05 Touchpoints

35

06 Credits

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01 IDENTITY & PURPOSE


Identity & Purpose

01.1

Why Brand Standards? By having a set of standards for the brand, Thoroughbred shows our audience that we care about our reputation and what we do. When adhered to correctly, these guidelines also allow us to communicate our brand image, motives, and direction consistently to the public. Misrepresenting Thoroughbred by deviating from these rules is disrespectful to the company and our customers, who expect reliable service and quality products.

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Identity & Purpose

01.2

Mission, Vision, Values Mission We strive to build custom, quality muscle cars that serve many individuals on a day to day basis both on the street and on the track. Vision We desire to continually innovate and improve our vehicles and engines in order to uphold the legacy bestowed upon our company as the representatives and inventors of the term “American muscle.� Values We value serving our teams and our customers by increasing our given experience in engine design by constantly testing and crafting new cars that are reliable, customizable, and race-worthy.

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02 LOGO & LOGO USAGE


Logo & Logo Usage

02.1

Brandmark In order to preserve the integrity of the brand, the Thoroughbred brandmark should only be displayed as outlined on the following pages of the brand standards manual. At all times it must be readable, visible, and in the official brand colors. The signature is the logo, the logotype, and the tagline together. Specifics on how these should be used individually and combined can be seen in section 02.3, Lockup Options.

symbol

logotype tagline

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Logo & Logo Usage

02.2

Brand Architecture Thoroughbred has two divisions: The Main Division This sector is always displayed in the blue color and often with the tagline. The Racing Division This sector is always displayed in the red color, always with the "RACING" division name under the Thoroughbred logotype, and never with the tagline.

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Logo & Logo Usage

02.3

Lockup Options The brandmark can be shown in six different ways: the logotype, the symbol, horizontal or vertical layout of the symbol with the logotype, or horizontal or vertical layout of the symbol, logotype, and tagline together. This allows for a wide range of applications across contexts as visualized in the branding touchpoints. The logotype by itself (option #1), should only be used on the vehicle itself.

1.

2.

3.

4.

5.

6.

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Logo & Logo Usage

02.4

Clearspace By keeping the space around the brandmark clear of clutter, emphasis is added to the logo or signature. This space also respects the quality of the brand. No exceptions can be made to the minimum clearspace around each lockup option shown in the following visuals. Often additional space is used if possible.

x x

Thoroughbred has established the "T" from our logotype as the minimum space required for our brandmark lockup options.

x

x x

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Logo & Logo Usage

Clearspace (Horizontal)

02.4

1/3 x

x

x x

1/3 x

1/2 x

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x x

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Logo & Logo Usage

02.4

Clearspace (Vertical) x

2/3 x

x x

2/3 x

1/2 x

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x x

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Logo & Logo Usage

02.4

Clearspace (Racing Division)

1/3 x

These are the specific clearspace areas for the Thoroughbred Racing division brandmarks.

x

1/2 x

x x

2/3 x

1/2 x

x x

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Logo & Logo Usage

02.5

Minimum Size In order to maintain legibility and clarity, the brandmark must not be sized smaller than the recommended sizes. Thoroughbred desires its audience members to feel comfortable and safe when viewing our products; therefore, it is important to make sure the customers can read the brandmark without discomfort on all branding applications.

0.07"

0.5"

0.6"

0.6"

0.7"

0.8"

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Logo & Logo Usage

02.6

Logo Color Palette To consistently increase brand recognition, the brandmark must always be displayed in the correct colors. For both divisions, wordmarks and taglines should always be colored at 100% black with no stroke.

Pantone 2925 C CMYK: 76, 25, 0, 0 RGB: 0, 155, 222 Hex #: 009bde

The Main Division Always use Thoroughbred Blue (PMS 2925 C) for the background color of the logo.

Pantone 2995 U CMYK: 76, 24, 0, 0 RGB: 1, 156, 219 Hex #: 019cdb

The Racing Division Always use Thoroughbred Red (PMS 485 C) for the background color of the logo.

Pantone 485 C CMYK: 5, 98, 100, 0 RGB: 226, 35, 26 Hex #: e2231a

Pantone 485 U CMYK: 2, 80, 70, 0 RGB: 236, 90, 79 Hex #: ec5a4f

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Logo & Logo Usage

02.7

Logo Greyscale When the Thoroughbred brandmark needs to be represented in black and white, change the color mode of the "Thoroughbred_Logo.psd" file to "greyscale" and save as a new file per needed application. This rule applies to the logos of both divisions.

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Logo & Logo Usage

02.8

Background Colors Some applications may require a background other than white depending on the surface, medium, or visual appeal desired. In some instances, the logotype will need to adapt its appearance to be more readable.

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As a rule, the brandmark should be placed only on white and black background colors to help the logo stand out best. The greyscale brandmark should never be used against background colors and images. All the rules apply to both company divisions. All lockup options can be used with background colors and images except for the logotype alone.

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Logo & Logo Usage

02.9

Background Images The images should be pictures of content that all relates to the brand such as its merchandise and vehicles. The photos should be clutterless, have limited colors present, and focused on the subject matter. Only place the brandmark over the following types of image setups.

Legacy Driven

On white 20%-5% opacity images on white background with logotype, tagline, and typography in black. On black 60%-25% opacity greyscale images on a black background with logotype, tagline, and typography in white. Color images can be used only if there are minimal colors in the image, the image stays at 100% opacity, and a black rectangle overlays the image at 15%-50% opacity. If these rules are not followed, the color in the image can become washed out. White logotype, tagline, and typography should be used with this setup.

Legacy Driven

Legacy Driven

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Logo & Logo Usage

02.10

Incorrect Usage Multiple examples of unacceptable brandmark usage have been listed to ensure that legibility, brand quality, and brand unity remain constant and unhindered.

Do not use unapproved background colors (including brand colors).

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Do not use images with unrelated context.

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Do not use a visually cluttered background image (consider color and subject matter).

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Do not use white logotype on high key background images.

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Do not use black logotype on low key background images.

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Do not reduce opacity of logo.

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Logo & Logo Usage

02.10

Incorrect Usage (cont.) Do not hide a face in an image with the logo.

Do not reflect logo.

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Do not use the greyscale symbol with a background image.

nevirD ycageL

Do not invert logo.

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Do not change any typography selections.

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Do not create new lockup options.

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Logo & Logo Usage

02.10

Incorrect Usage (cont.) Do not shrink logo beyond minimum size.

Do not add effects to logo.

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Do not stretch logo in any direction.

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Do not overlap logo.

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Do not tilt logo.

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y Drive

n

Do not mix division symbols & logotype.

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03 TYPOGRAPHIC SYSTEM


Typographic System

03.1

Web Application Thoroughbred uses typography to visually represent the proper vibe of the cars and the ideas driving our company's direction. It is important that the type reflects the machine aesthetic, is aerodynamic or flows well, is easily readable across multiple surfaces, and has sturdy and powerful letter forms. The type systems should be applied to every touchpoint and product produced by Thoroughbred.

Swiss 721 Regular Swiss 721 Oblique Swiss 721 Medium Swiss 721 Bold Swiss 721 Black

For web, use the Swiss 721 family besides any narrow, extended, condensed, or rounded versions. Any weight below regular should also be avoided because it will not look as strong and will be harder to read compared to other weights, especially for digital uses. Set any headers in Swiss 721 Bold. Set any body copy in Swiss 721 Regular.

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Typographic System

03.2

Print Application For print, use the Akzidenz-Grotesk BQ family for headers and the Avenir Next family for body copy. For both families, do not use any extended or condensed versions. Any weight below regular should also be avoided because it will not look as strong and will be harder to read compared to other weights. Set any headers in Akzidenz-Grotesk BQ bold. Set any body copy in Avenir Next regular.

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04 BRAND IDENTITY


Brand Identity

04.1

The Identity Package The identity package is all the printed material that Thoroughbred uses daily to represent our brand in business contexts. The complete package includes letterhead, envelopes, and business cards which all show how the brand internally respects what we do and how we are viewed by the public. The paper finish and colors were selected to ensure that the paper shows off the colors of the brand with full impact. Likewise, the design of each piece on the package highlights the brandmark as the focal point. Each manager and will receive his or her personalized set of business cards and letterhead.

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Brand Identity

Letterhead Size 8.5"x11"

04.2

1.35"

2.05"

3.23"

0.5" 1.45"

Paper Type Mohawk Premium -Smooth -Ultimate White 70 lb. Text Header & Footer Typeface Akzidenz-Grotesk BQ Regular -8/10 pt. with 5 tracking (header) -7/9 pt. with 5 tracking (footer) -100% black with 50% opacity

0.6"

0.65"

0.45"

Body Copy Typeface Helvetica Regular or Arial Regular -10/14 pt. -100% black

0.45"

Rule Color Main Division PMS COLOR (Thoroughbred Blue) Racing Division PMS COLOR (Thoroughbred Red)

0.3"

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Brand Identity

Envelope Size #10 9.5"x4.125" Paper Type Mohawk Corporate -Wove -Stellar White 24 lb. Return Address Typeface Akzidenz-Grotesk BQ Regular -7/9 pt. with 5 tracking (footer) -100% black with 50% opacity Send Address Typeface Helvetica Regular or Arial Regular -10/14 pt. -100% black Rule & Wordmark Color Main Division PMS COLOR (Thoroughbred Blue) Racing Division PMS COLOR (Thoroughbred Red)

0.35"

04.3

2"

0.35"

2.05"

0.4" 0.2" 1.45"

1.6"

4.53"

0.45"

0.4" 0.75" 0.4"

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Brand Identity

Business Card Size 2"x3.5"

04.4

0.675"

2.15"

1.45"

Paper Type Mohawk Carnival -Smooth -Stellar White 130 lb. Cover Information Typeface Name (header) Akzidenz-Grotesk BQ Medium, 10/13 pt. with 5 tracking, and 100% black Job/Title (subheader) Akzidenz-Grotesk BQ Italic, 10/13 pt. with 5 tracking, and 100% black Contact (body copy) Akzidenz-Grotesk BQ Regular, 9/12 pt. with 5 tracking, and 100% black 70% opacity Back Color Main Division PMS COLOR (Thoroughbred Blue) Racing Division PMS COLOR (Thoroughbred Red)

1.45"

0.22"

1.36"

1.07"

0.28"

0.45"

0.22"

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Brand Identity

04.5

32


Brand Identity

04.6

33


Brand Identity

04.7

34


05 BRAND TOUCHPOINTS


Brand Touchpoints

05.1

36


Brand Touchpoints

05.2

37


Brand Touchpoints

05.3

38


Brand Touchpoints

05.4

39


Brand Touchpoints

05.5

40


Brand Touchpoints

05.6

41


Brand Touchpoints

05.7

42


Brand Touchpoints

05.8

43


Brand Touchpoints

05.9

44


Brand Touchpoints

05.10

45


Brand Touchpoints

05.11

46


Brand Touchpoints

05.12

47


Brand Touchpoints

05.13

48


Brand Touchpoints

05.14

49


Brand Touchpoints

05.15

50


Brand Touchpoints

05.16

51


Brand Touchpoints

05.17

52


Brand Touchpoints

05.18

53


06 CREDITS


Credits

06.1

-Graphicburger.com -Tinydesignr.com -Pixiden.com -Graphicriver.net -Behance.net -Alienvalley.com -Graphicfuel.com -PSDTemplatesBlog.com -PSDreams.com

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