2016 New Version.
BELL HELMETS Corporate Brand Guidelines.
BELL Brand Guidelines.
CONTENTS.
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04
BRAND MANIFESTO
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BRANDMARK CLEAR SPACE
06
BRAND STATEMENT
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BRANDMARK SCALE VARIATIONS
08
BRAND CHARACTERISTICS
21
COLOR PALETTE
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BRANDMARK ON LIGHT
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BRAND TYPOGRAPHY
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BRANDMARK ON DARK
25
BRANDED PATTERN
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BRANDMARK ON BLACK & WHITE
27
IMAGERY PRINCIPLES
15
BRANDMARK CONSTRUCTION
29 APPLICATIONS
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BELL Brand Guidelines.
BRAND MANIFESTO. It is the statement that communicates who you are in the workplace. Borrowed from the marketing world, it reflects your professional reputation.
What’s important to our customers is what’s important to us. Places to ride and compete, substance over
fashion, performance over pose. We seek to celebrate utility, keeping it authentic and sharing the resulting energy. In this way we not only serve the core, but
democratically spread the love and expand the sports and activities we ourselves are so passionate about.
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BELL Brand Guidelines.
BRAND CHARACTERISTICS. There are many characteristics of branding. The key for businesses is creating brands that consumers and existing customers want.
WE DON’T JUST MAKE HELMETS; WE MAKE POSSIBILITIES. BORN IN A GARAGE. FUELED BY GREASE AND WILL. GUIDED BY PURE INTENT TO ENCOURAGE THE WORLD TO LIVE, RIDE, DRIVE AND THRIVE.
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BELL Brand Guidelines.
LOGOTYPE OR BRAND MARK. The BELL logotype or brand mark is to be considered an uneditable vector art file. The BELL logotype is available with or without a tag line (BELLHELMETS). Never attempt to retype the name BELL and/or the tag line (BELLHELMETS) and use it as a logotype. The relationship between logotype and the tagline may not be altered and must also be considered vector art.
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BELL Brand Guidelines.
BRANDMARK MARGINS. No type, photos or graphic elements should come closer to the logo the clear space for the brandmark is defined by the height of the letter L from the BELL brandmark. The x-height of the BELL logo is based on the x-height of the BELL typeface. The x-height changes with the scale of the logo. Dotted line below indicates safe area around logo.
x-height
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BELL Brand Guidelines.
BRANDMARK ON BLACK & WHITE. When monochrome is used, then all elements are to be 100% black. When white out is used, all elements are inverted to white.
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BELL Brand Guidelines.
BRANDMARK SIZE & PROPORTION. The BELL logo should always be kept within the
box height on screen for web. The BELL logo
original proportion. Never attempt to retype, scale
with tag line should not be used smaller than 11â „4
or skew in a single direction to fit. Always con-
inches or 32 mm wide in printed material or 20
strain proportions to ensure heigth and width are
pixel box height on screen for web, so that the
scaled together. The BELL logo without tag line
tag line will remain legible. In addition, jpeg com-
should never be used smaller than 11/8 inches
pression should never be less than 50%. Logos
or 29 mm wide in any printed material or 16 pixel
should never be upscaled in Photoshop.
20 px box height
logo with tag line for use in print
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logo without tag line for use in print
logo with tag line for use in web
16 px box height
logo without tag line for use in web
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BELL Brand Guidelines.
BRANDMARK CONSTRUCTION.
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BELL Brand Guidelines.
LOGOTYPE INCORRECT USAGE. The following are examples of incorrect usage of the BELL logo. Do not combine
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BELLHELMETS
BELLHELMETS
+ +
+ +
+ +
+ +
+ +
the logo with type to make a new logo.
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BELL Brand Guidelines.
COLOR PALETTE. This is our brand color palette. Our swatches are defined in RGB, HEX, CMYK, and Pantone swatches.
BELL GOLD
GT SILVER
#AFACB0
GRAPHITE BLUE
#759FAF
ONYX BLACK
C
5
R 237
C
8
R 176
C
57
R 117
C
0
R
0
M
35
G 175
M
9
G 173
M
27
G 159
M
0
G
0
Y
44
B 141
Y
6
B 176
Y
25
B 176
Y
0
B
0
K
0
K
28
K
0
2438 C
20
#ECAF8C
3526 C
#000000
K 100
2454 U
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BELL Brand Guidelines.
BRANDMARK ON LIGHT. As the primary brand mark, the wordmark lockup is the hero lockup that should be used wherever possible.
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BELL Brand Guidelines.
BRANDMARK ON DARK. As the primary brand mark, the wordmark lockup is the hero lockup that should be used wherever possible.
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BELL Brand Guidelines.
BRAND TYPOGRAPHY. Typography is the vessel that carries
messaging with unwavering confidence.
our voice. It visually sets the tone before
The secondary typeface is the Helvetica
it is even heard. The primary typeface
Neue family, a classic sans serif font
is the DIN 1451 Engschrift, a clean sans
that is meant to be used in stationery and
serif font for communicating brand
large amounts of text.
DIN 1451 Engschrift
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Helvetica Neue Regular
Aa
A B CDEF G H IJ KL MNO PQRST UVW X YZ ab c d e f g h i j k l m n op q rstuvwxyz 0123456789
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BELL Brand Guidelines.
BRANDED PATTERN. The custom light gray wordmark pattern can be used as another strong brand device within our system. It is particularly powerful because, when the symbol tessellates, it allows to create a seamless unpredictable pattern that immediately recalls to our products.
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BELL Brand Guidelines.
LOGOTYPE USAGE OPTIONS. These are examples of various background images illustrating which BELL logo is appropriate in each situation. It is important to be able to read the logo and the tagline clearly off of the background. Take care to choose an approved version of BELL logo, that allows maximum visibility.
Acceptable usage
+
Unacceptable usage
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BELL Brand Guidelines.
APPLICATIONS.
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BELL Brand Guidelines.
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BELL Brand Guidelines.
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BELL Brand Guidelines.
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BELL Brand Guidelines.
APPAREL.
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BELL Brand Guidelines.
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BELL Brand Guidelines.
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