Brand Guidelines
Brand Guidelines
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Submerge
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Brand Guidelines
CONTENTS MISSION|4-5 HISTORY|6-7 CLIENTS|10-11 WRITING & VOICE|12-15 LOGO USAGE|16-25 COLOR PALETTE|26-29 TYPOGRAPHY|30-31 PHOTOGRAPHY|32-35 APPLICATIONS|36-39
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Submerge
Repair and sustain nautical living.
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Brand Guidelines
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ubmerge makes the dive so you can keep on living your dream out on the open ocean. Our welders are specially trained to repair your nautical home when things go awry. Just like the agile, smart, and strong octopus, the Submerge welders are always up for a challenge. Any hole, scuff or blow suffered to your sea home while out on rocky adventures will be repaired very swiftly and with ease.
Conveniently located in Elliot Bay off the shore of Seattle–the hub of the boating community– we are ready for any offshore calamity or routine patch job. Submerge does not use any chemicals that may be toxic to marine life in the bay and for every welding job, we plant a new habitat of kelp for the species native to the Puget Sound to inhabit.
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Submerge
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etermined to atone for her father’s failed attempt at creating an unsinkable ship, Elizabeth Law Barbour Andrews– daughter of Thomas Andrews, architect of the Titanic– founded Submerge in 1954. Thomas Andrews perished with his ship in 1912 leaving his two year old daughter
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behind. So having never really known her father, Elba studied mechanical enginering with a concentration in boats at University in Dublin to make him proud. Starting out repairing motor boats in the 60’s, Submerge upgraded to the boat home industry in 1996 and continues to thrive to this day.
Brand Guidelines
1954
FOUNDED SUBMERGE WAS FOUNDED BY ELBA ANDREWS, DAUGHTER OF THOMAS ANDREWS, ARCHITECT OF THE TITANIC.
SUBMERGE STARTED OFF REPAIRING THE MOTOR BOATS OF SPRING BREAKERS IN THE 60’S.
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BEGINNINGS
EVOLUTION
1996
SUBMERGE MADE THE TRANSITION TO SPECIALIZATION IN BOAT HOME UNDERWATER REPAIR.
PRESENT SUBMERGE CONTINUES TO REPAIR BOATS AND THE ECOSYSTEM OF THE PUGET SOUND FROM UNDER THE WATER.
TODAY
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Submerge
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Brand Guidelines
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Submerge
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Brand Guidelines
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ur clients are typically more monetarily successful. They enjoy a luxury living experience and thrive off the freedom of traveling and living nautically. With the responsibility of owning an expensive open water residence, we want to ensure that we earn the trust of these seafarers.
This elite clientelle group seeks a pleasant homeowning experience which we seek to help them maintain. In order to help them maintain this lifestyle, we effectily communicate and efficiently solve complications with the structure of their homes.
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Submerge
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Brand Guidelines
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hat molds us together is more than just our welding torches. It’s the connection we have to our clients and the exceptional service we provide. The way we present our brand through writing is our most important value.
Much like the metal we weld, we are durable and reliable. But much like our clientelle, we hold ourselves to high standards of quality and perfection. We want our clients to feel that they can trust us with their sea homes.
The Submerge voice is strong yet poised.
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Submerge The Submerge Voice is... Kind: First and foremost we are kind to our customers because with kindness comes trust. And trust is the foundation of our business.
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Reliable: We want our customers to trust us with their homes so we demonstrate our excessive knowledge of the welding industry to ensure them that they are in good hands.
Strong: Our brand is strong like the metal we weld. We are build on values and integrity.
Brand Guidelines
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Submerge
PRIMARY LOGO
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he primary logo includes the full octopus with welding tools and a banner with the full name of the company.
Use this for primary brand materials and external material in which customers may not be familiar with Submerge. It is especially appropriate for: • Signage • Vinyl decals • Stationary
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Brand Guidelines INVERSE
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he primary logo may also be reversed out of a solid background of any of our primary colors with solid white. Color Usage
The primary logo should predominantly be used in our Turquoise but may also sparingly be used in our other primary colors.
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Submerge SECONDARY LOGOS
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hese secondary logos are for use at small sizes or as icons. When the company name is displayed elsewhere, the logotype may be removed to display just the image. These are only intended to be used in the primary color palette.
USE THIS LOGO WHEN THE AUDIENCE IS ALREADY FAMILIAR WITH THE SUBMERGE BRAND.
USE THIS VARIATION WHEN THE COMPANY NAME IS DISPLAYED SOMEWHERE ELSE.
USE THIS WHEN THE FULL LOGO IS DISPLAYED ELSEWHERE.
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Brand Guidelines
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Submerge
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Brand Guidelines
“A ship at harbor is safe, but that’s not what ships are for.” 21
Submerge
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E E 1.5”
1.6”
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Brand Guidelines LOGO CLEAR SPACE
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n order to keep the integrity and legibility of our logo, always keep a minimum space around it. This space prevents it from being crowded by other design elements or logos. The unit of measurement for this
space is the height of the ‘E’ in our logotype. The logo shown on the bottom is the smallest size that the logo should be used in any print or web application. It measures at 1.5” by 1.6”
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Submerge
DO NOT STRETCH OR DISTORT IN ANY WAY.
DO NOT ADD A STROKE.
DO NOT ADD A DROP SHADOW.
DO NOT ROTATE.
DO NOT PLACE ON TOP OF A BUSY PHOTOGRAPH.
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Brand Guidelines
DO NOT USE COLORS OUTSIDE OF THE COLOR PALETTE.
DO NOT REMOVE ELEMENTS.
DO NOT COVER ANY PARTS.
DO NOT CHANGE ANY OF THE FONTS.
INCORRECT LOGO USAGE
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here are some things that you just shouldn’t do. Our brand is classic and we don’t want to stray far from our roots so please do not use our logo in any of these ways.
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Submerge PRIMARY COLORS
Antiquated Turquoise C: 72 M:14 Y: 20 K: 0 R: 49 G: 169 B: 193 Hex: #31a9c1 *This color should be the most prominent in any situation. About two thirds of the design.
Hammered Rust C: 24 M: 60 Y: 84 K: 9 R: 180 G: 112 B: 63 Hex: #b4703f
Satin Beige C: 5 M:16 Y: 31 K: 0 R: 241 G: 212 B: 176 Hex: #f1d4b0
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Brand Guidelines
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Submerge SECONDARY COLORS: Rust Palette
Pipe Brown C: 40 M:80 Y: 80 K: 56 R: 89 G: 40 B: 31 Hex: #59281f
Rustic Orange C: 72 M:14 Y: 20 K: 0 R: 49 G: 169 B: 193 Hex: #31a9c1
Satin Beige C: 5 M:16 Y: 31 K: 0 R: 241 G: 212 B: 176 Hex: #f1d4b0
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This color palette should be used for text and accents. Dark on a light background and light on a dark background.
Brand Guidelines
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Submerge TYPOGRAPHY
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ypography is essential to creating a consistent look across the Submerge brand. Our fonts are as
sturdy yet classic as we are. Use these guidelines as a toolkit for typographic success across all print and web materials.
DDC Hardware condensed Abcdefghijklmnopqrstuvwxyz Use for headlines
Futura Condensed Extrabold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Use for Subheadlines Futura Book & Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Use for body copy. Use italic for captions and emphasized words.
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Brand Guidelines
Examples
keep your boat afloat Hire a Submerge Welder for Your Boat Home Repairs
Submerge makes the dive so you can keep on living your dream life out on the open ocean. Our welders are specially trained to repair your nauticle home when things go awry. Just like the agile, smart, and strong octopus, the Submerge welders are always up for a challenge.
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Submerge PHOTO USAGE Welding Photography Our welders are an important part of our brand. Since they are so awesome, we like to show off the amazing work that they perform.
CAPTURE OUR WELDERS IN ACTION. NOT LOOKING AND SMILING AT THE CAMERA.
SHOW TEAMWORK AMONGST WELDERS WHEREVER POSSIBLE.
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Brand Guidelines
Nautical Photography Another important part of our brand are boats and nautical living. To depict the kind of lifestyle we represent, disperse aesthetic shots of boats and related nautical objects.
OUR PHOTOGRAPHY IS BRIGHT, VIBRANT, AND CLEAR.
PHOTOS SHOULD TOUCH THE EDGE OF AT LEAST ONE SIDE OF A PAGE IN ANY DESIGN. COULD BE 2, 3, OR ALL 4 SIDES.
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Submerge
TEXTURED , FULL-BLEED PHOTOGRAPHS ARE ENCOURAGED AS A VISUAL BREAK FROM WHITE SPACE AND COPY.
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Brand Guidelines
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Submerge
BRAND APPLICATIONS For more examples of how to utilize the imagery and messaging of our brand, visit submergewelding.com
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Brand Guidelines
Much of our messaging to clients and business partners goes through on our letterhead and most of the exchange of contacts is distributed by business card.
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Submerge
Our versatile brand can be used in a variety of ways. Use the tentacles from the logo as a design
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element. Utilize the secondary logos on tools and other smaller applications.
Brand Guidelines
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Submerge
1817 Dock Street Seattle, Washington 98402
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