Bigben brand identity

BRAND AND IDENTITY CORPOR ATE IDENTITY

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CONTENT

2

Introduction

3

The language of type

5

competitors

7

competitor’s over view

10

competitor’s summar y

11

mission statement

12

our values

13

mood board

15

logotype

17

Corporate identity

19

mark integrity

21

colour application

22

corporate alphabet

23

toolbox

25

stationer y

30

email signature

31

powerpoint matrix

33

application

INTRODUCTION Power tools have experienced ongoing development since the industrial revolution, yet drills, sanders, saws and grinders still per form largely the same func tion as they have for decades.

Over this time tools have been largely marketed to professional tradespeople, lacking the inspiration of contemporary design. BIGBEN Tools seeks to invigorate new life into the power tool market, making them accessible to all those who wish to drill, sand, saw and grind for themselves, not just the professionals.

The do-it-yourself movement is creating a demand for Big Ben Tools which are aesthetically pleasing to a younger, wider audience.

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THE LANGUAGE OF TYPE

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COMPETITORS

THE L A NGUAGE OF TYPE

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THE L A NGUAGE OF TYPE

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COMPETITORS Overview

MAKITA The Makita mark is visually represented on vehicles, clothing and storefronts. It is used with and without the backing colour to provide the best contrast against the colour of the object it’s fixed to. In each case either white or red is used for the type.

THE L A NGUAGE OF TYPE

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Overview

MILWAUKEE The Milwaukee mark is used in the same context, white type on a background of red, this was true of all cases researched. The angled format of the type, does make it consume a lot of space, however with a nine character name this is somewhat necessar y.

THE L A NGUAGE OF TYPE

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Overview

DEWALT The DeWalt mark is used only in the black and yellow colour palette, the colour of the type and background are interchangeable as per the case study research. It is used across packaging, clothing, signage and vehicles.

THE L A NGUAGE OF TYPE

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Summary

The 22 marks from industr y competitors have several common themes between them, dominant colours, bold fonts and limited use of graphic elements. The colours red and black are heavily used across a wide number of marks, it could be argued that these colours are used for purposes of legibility on products, such as power tools which are of ten dir ty or covered in debris.

Fonts used are bold and ver y legible for reasons similar to the colour selection. Bold typefaces may also reflect the stereotypical masculinity of power tools giving the appearance of strength and per formance.

Malco and Milwaukee are the exception, both brands using a form of cursive.

Aside from Bosch, Husky and Por ter Cable none of the others use graphic elements in their marks. This may be a missed oppor tunity for brands as some consumers may be more inclined to remember a graphic, rather than a name. Fur thermore a graphic adds another dimension to a brands identity and adds versatility to marketing.

In summar y, marks for tool companies are bold and simple, lacking complexity or fine details.

THE L A NGUAGE OF TYPE

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MISSION STATEMENT BIGBEN Tools mission is to be a provider of high quality and reliable tools to Australian tradesmen and women, be it on a professional job, or for the do — it—yourself renovator at the family home. We focus on good design as an underlying platform for all produc ts, both inside and out, our hardware is func tional and of pleasing form. Underlying our delivery is a solid foundation of honesty and commitment to those internal and external to our organisation. Big Ben Tools has a focus on corporate social responsibility, both internally and to those we deal with in stores, communities and on the job.

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OUR VALUES QUALIT Y

INTEGRIT Y

No shor tcuts, func tional and aesthetically pleasing produc ts.

Adherence to stric t moral values and principles in decisions big or small.

COMMITMENT

HONEST Y

Bound to a course of ac tion once agreed upon, internally and externally.

Fairness and straight forward conduc t at all times, the right tool for the right job.

INNOVATION

RELIABLE

Constantly evolving our produc ts to leverage new and improved technologies and materials.

Consistent and dependable per formance which you can rely upon in any situation, no matter your experience.

EXCELLENCE

AGILIT Y

High per formance culture, challenging each other to deliver the best we can.

Produc ts able to meet the needs of professional and DIY tradespeople.

MOOD BOARD

THE L A NGUAGE OF TYPE

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THE L A NGUAGE OF TYPE

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LOGOTYPE

Minimum width 30mm (1.181”)

CONCEPT The refreshed BIGBEN Tools mark enhances the future of our customers’ experience. It’s a demonstration of reliability, innovation and safety.

THE L A NGUAGE OF TYPE

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Colour variations

THE L A NGUAGE OF TYPE

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CORPORATE IDENTITY

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MARK INTEGRITY

100%

200% clearspace

CLEARSPACE ARRANGEMENT When using the logotype with other logos and graphic elements, maintain a clearspace that equals 200% the size of the rectangle around the logotype.

CORPOR ATE IDENTITY

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Do’s & Don’ts

Do

Don’t

•

Use of ficial variations of logotype

•

Skew, stretch or rotate the logotype

•

Use colour variation where necessar y

•

Tint or fade the logotype

•

Use negative logotype where necessar y

•

Add a drop shadow to the logotype

•

Keep the original propor tions

•

Outline the logotype

•

Alter the logotype colour

•

Change typeface of the logotype

•

Add additional words to the logotype

•

Remove or reposition “TOOLS” from the logotype

•

Bevel or emboss the logotype

•

Place the logotype within or on an image

CORPOR ATE IDENTITY

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Colour application

PRIMARY COLOUR

PMS: 171C CMYK: 0 / 78 / 81 / 0 RGB: 255 / 91 / 53 HEX: #FF5B35

It is critical that the BIGBEN Tools brand identity orange colour is consistent in colour wherever it may appear, the PMS colour that is always to be used and matched against is PMS 171C.

SECONDARY COLOURS

BL ACK CMYK: 0 / 0 / 0 / 100 RGB: 35 / 31 / 32 HEX: #231F20

This suppor t palette of colours is used within a variety of print and digital collaterals alongside the BIGBEN Tools brand identity, always match the quoted PMS colours regardless of application.

PMS: 333C CMYK: 61 / 0 / 35 / 0 RGB: 90 / 195 / 182 HEX: #34D9C3

PMS: 7401C CMYK: 2 / 10 / 41 / 0 RGB: 249 / 224 / 164 HEX: #F9E0A4

CORPOR ATE IDENTITY

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Corporate alphabet

PRIMARY TYPEFACE We primarily use the Avenir font family, elegant and honest, modern but not exclusive. Putting well— designed words in our product enhances the user experience.

Avenir Book ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 012 3 4 5 678 9

SECONDARY TYPEFACE This sans serif font family is typically used for body copy, but is also suitable for headings and sub — headings.

Available as an accessible option for communications where Avenir is not preferred.

Frutiger Roman ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuvwxyz 0123 45 6 78 9

SECONDARY TYPEFACE The Basker ville serif typeface is to be used only for headings or sub —headings in all forms of communications.

It is not to be used for body copy. This font family is a mark of professionalism and formality.

Baskerville Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

CORPOR ATE IDENTITY

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TOOLBOX

CORPOR ATE IDENTITY

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PRIMARY AND SECONDARY TOOLBOX The Primar y Toolbox involves the use of the bolt pattern. The repeating bolt pattern is a design element which is flexible in its use.

The pattern can be scaled up or down as required, it provides pleasing aesthetic but remains true to the hardware industr y. From this pattern a single bolt can be scaled up and used where a pattern is not appropriate or most ef fective.

High contrast black and white images are the Secondar y Toolbox, they are to be used where images can tell the stor y better than type or graphics. The intent of using only monochrome images is to align with our mission statement of pleasing form. Customers may get lost in highly coloured images, where black and white is power ful against our colour palette.

CORPOR ATE IDENTITY

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STATIONERY Letterhead

BIGBEN TOOLS LIMITED ABN 01 234 567 890

Mr. B Folly

13 Lemon Drive Tree ABC 1234

05 MAY, 2819

Dear Blue, Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.

Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosamnisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit hfor t lasinkuler.

Qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui of ficia deserunt mollitia.

Kind Regards,

Product Manager Tur f fe Hinsley

Address: Level 15, 300 St Paul Road Morron, Tree 0123

Telephone: (00) 9999 8888 Facsimile: (00) 9999 7777 Website: w w w.bigbent.com

CORPOR ATE IDENTITY

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Envelope

Level 15, 300 St Paul Road Morron, Tree 0123

Mr. Blue Folly

13 Lemon Drive Tree, ABC 1234

CORPOR ATE IDENTITY

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Business card

Turffe Hinsley

Product Manager

Address: Level 15, 300 St Paul Road Morron, Tree 0123

CORPOR ATE IDENTITY

Mobile: (04) 9999 8888 Facsimile: (00) 9999 7777 Email: t.hinsley@bigbent.com Website: w w w.bigbent.com

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Invoice

BIGBEN TOOLS LIMITED ABN 01 234 567 890

Mr. B Folly

13 Lemon Drive Tree ABC 1234

TAX INVOICE INVOICE# 2JB3369C

05 MAY, 2819

DESCRIPTION

ITEM NO

QT Y

UNIT PRICE

TOTAL

(INC— GST)

(INC— GST)

Fgerger fg

01234567

1

99.99

99.99

Hrgr

02345678

1

23.99

23.99

Rhdgd gdrgr

03456789

1

229.00

229.00

Ghtew sergr thh 04567890

04567890

1

550.00

550.00

Bmr tfger tge

02234567

1

9.69

9.69

Lgjsgerkyi

03456789

1

54.00

54.00

Jgf hr thrs

02345677

1

3.90

3.90

Hergeo qrohyjs grhslgfiy

12345678

1

129.00

129.00

Gsh

23458879

1

65.59

65.59

Aqwog nfkelhfdlbo

34567890

1

2.69

2.69

Total amount payable

1167.85

Payment term 30 days

Address: Level 15, 300 St Paul Road Morron, Tree 0123

Payment by EFT

Total GST

167.85

Please transmit your payment to the information listed below.

TOTAL DUE

1167.85

Telephone: (00) 9999 8888 Facsimile: (00) 9999 7777 Website: w w w.bigbent.com

CORPOR ATE IDENTITY

Eastpac Bank No: 123456 Account No: 123456 - 001

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Group presentation

CORPOR ATE IDENTITY

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EMAIL SIGNATURE

Turffe Hinsley t.hinsley@bigbent.com roibs ekwc fg ghad fwr hj 4 March 2819 10:22am bluegfksisak@hmail.com

(0 0) 9999 8888 t.hinsley@bigbent.com WWW.BIGBENT.COM

CORPOR ATE IDENTITY

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POWERPOINT MATRIX Slides 1 – 3

Context BIGBEN Tools—Empowering Aussies

What’s the Problem?

• BIGBEN Tools has historically serviced the trade industry • Specialising in handheld Power Tools • A new market segment is emerging…

Why does this exist?

• Do-It—Yourself renovations, repairs and replacements are on the rise in Australian households • Homeowners are educating themselves through online sources such as YouTube • Power Tools sales for different consumer sectors (2015) Commercial 20% Tradesmen 25% DIY 55%

CORPOR ATE IDENTITY

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Slides 4 – 6

What are we going to do about it?

• Constantly seeking innovation and agility Big Ben Tools is rebranding • Supporting the Aussie DIY movement • Focus on good design, safety and usability

How will we do it?

• Refreshed clothing line • Sponsor Bunnings DIY Workshop • Introduce new DIY product line

What’s next?

• Secure agreements with Bunnings • Establish media campaign

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APPLICATION Tools

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Mug & Coasters

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Notebook & Badge

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Catalogue

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Cap

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Polo shirt

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Factory

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Vehicle

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LEARN FROM THE PAST, ENHANCE THE FUTURE. CORPOR ATE IDENTITY

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