BRAND IDENTITY
GUIDE NEW BALANCE ATHLETICS COPYRIGHT 2013
BRAND IDENTITY
GUIDE NEW BALANCE ATHLETICS COPYRIGHT 2013
SUPPORT SYSTEM 26 TAGLINE USAGE 27 SECONDARY GRAPHICS 28 TYPOGRAPHY 29 PHOTOGRAPHY
APPLICATION SYSTEM 34 SYSTEM GRID 35 BUSINESS SYSTEM 36 CONSUMER PRODUCTS 40 DIGITAL PRESENCE 42 ENVIRONMENT 49 INDUSTRY SPECIFIC 54 CREDITS 55 MEDIA DISC
New Balance Brand Identity Guide
COLOR SYSTEM 18 COLOR PALETTE 19 PROCESS COLORS 20 LOGO COLOR USAGE 22 INCORRECT COLOR USAGE
TABLE OF CONTENTS
IDENTITY SYSTEM 12 OUR NEW LOGO 13 LOGO CONFIGURATIONS 14 LOGO INTEGRITY 15 INCORRECT LOGO USAGE
iBRAND IDENTITY GUIDE
01 02 03 04 05
CORPORATE COMMUNICATION 06 INTRODUCTION 07 COMPANY HISTORY 08 UNIQUE SELLING PROPOSITION 09 THE COMPETITION
CORPORATE COMMUNICATION
01
CORPORATE COMMUNICATIONi
INTRODUCTION
New Balance Brand Identity Guide
1
A NEW BALANCE A NEW FUTURE Sewn into the fabric of our company is the desire to give back to the communities in which we live and work. This desire to make a lasting impact shapes our corporate culture, our business practices and our vision for the future. As we’ve grown from a small, Boston-based arch support company into a global athletic product company, the number of communities and ways in which we’ve been able to impact them has grown. These practices are guided by our Mission Statement:
Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Since our beginning in 1906, and with our first pair of running shoes in 1938, New Balance has been committed to moving the world physically, emotionally and intellectually. With over 4,000 associates worldwide, and New Balance product available in over 120 countries, we strive to make an impact in three broad areas. Our global responsible leadership movement is based on our company and our associates giving back, moving the environment forward, and encouraging people to act as catalysts and coaches.
BORN FROM INNOVATION A NEW ERA It all started as an effort to relieve laborer’s foot pain and help them stay on their feet. Ever since, our commitment to both superior footwear and the craftspeople who create it has been unrivaled. With our first running shoe, we delivered superior comfort without sacrificing the performance competitive runners demanded.
New Balance Brand Identity Guide
COMPANY HISTORY
Challenged to create the best shoe possible regardless of time or cost, the New Balance research and development team spent four years perfecting the 990. Never before had a running shoe provided such flexibility, stability and support. The premium running shoe was finally born and the industry was changed forever.
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iCORPORATE COMMUNICATION
The first running shoe in the industry to be offered in widths, the Trackster revolutionized the idea of fit and galvanized our mission to provide every person, no matter their foot size or shape, with the best fitting shoe possible.
American Made
CORPORATE COMMUNICATIONi
UNIQUE SELLING PROPOSITION
New Balance Brand Identity Guide
1
HIGH-PERFORMANCE
Products For
HIGH-PERFORMANCE
People.
OUR PROMISE FOR LIFE Our Unique Selling Proposition, or USP, represents our overall purpose and promise. We aim to make the best product possible for our loyal customers, granting a guarantee that each product reflects the success and endurance of its wearer. This is our promise.
ASICS LTD.
ADIDAS AG
PUMA SE
New Balance Brand Identity Guide
NIKE, INC.
THE COMPETITION
Below are a few of our direct competitors and their brand identities. We do this to show how we differentiate from the rest of the industry giants and how they usually appear the same, following current trends. Our new brand identity breaks all barriers and stands apart from the rest. This one aspect will open the market for new customers while keeping loyal ones.
iCORPORATE COMMUNICATION
THE INDUSTRY A QUICK COMPARISON
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IDENTITY SYSTEM
02
IDENTITY SYSTEMi
New Balance Brand Identity Guide
OUR NEW LOGO
2
LOGO PRIMARY IDENTITY The redesigned New Balance logo is bold and fast. It represents progress and moving forward, much like the athletes we represent. Taking equity from our previous mark, we ensured that our loyal customers would both recognize us and join us in our transition into the future. The letterforms of our classic “NB” ligature have been modernized and reshaped. The accompanying wordmark has also been enhanced to match the speed of the slick curve of the “N.” Overall, the new logo is completely reimagined yet still retains the boldness and classic styling of the brand that everyone has known and loved for over 50 years.
The vertical logo, with the NB symbol stacked above the lower wordmark, is our primary identifier. The horizontal logo is used only where vertical space is limited.
HORIZONTAL LOCKUP
STANDALONE LOGO
ALTERNATE USAGE
The standalone NB logo may be used be itself. The wordmark will never be used alone. Ever.
New Balance Brand Identity Guide
iIDENTITY SYSTEM
PRIMARY LOCKUP
LOGO CONFIGURATIONS
2
LOGO CONFIGURATIONS
Space is a vital part of any visual communication—especially clear space, the area surrounding the logo that is kept free of any text or graphic elements. This ensures that the logo stands out distinctively in any environment. IDENTITY SYSTEMi
New Balance Brand Identity Guide
LOGO INTEGRITY
2
GUIDELINES CLEAR SPACE
To ensure the clarity and legibility of the New Balance logo, a minimum reproduction size has been established. The logo may scale up as large as you like, but it should not appear smaller than the recommended minimum size. x x
6mm VERTICAL MINIMUM SIZE
x
1.5mm VERTICAL CLEAR SPACE
HORIZONTAL MINIMUM SIZE
x x
HORIZONTAL CLEAR SPACE
INCORRECT IDENTITY USAGE
Do not alter the proportions of the vertical lockup. This mark was designed to be balanced and optically aligned.
3
Do not alter the position of the NB mark or wordmark in any way. Like the proportions, the alignment must be perfect.
4
Do not warp the logo. The reason is pretty obvious.
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Do not alter the alignment of the logo. All horizontal and vertical levels must be kept at their original positions.
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Do not separate the wordmark. The mark was designed to be joined to form one iconic word. Separation of these words may ruin the brand identity and tarnish equity.
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1 DO NOT INVERT
2 DO NOT ALTER PROPORTION
3 DO NOT ALTER POSITION
4 DO NOT WARP
5 DO NOT ALTER ALIGNMENT
6 DO NOT ALTER WORDMARK
New Balance Brand Identity Guide
2
INCORRECT LOGO USAGE
Do not invert the New Balance logo under any circumstances. Logo should always appear upright and level.
iIDENTITY SYSTEM
1
DO NOT:
COLOR SYSTEM
03
COLOR SYSTEMi
COLOR PALETTE
Color adds vibrancy and promotes name and brand recognition. The New Balance color palette is personal and approachable and conveys our brand’s dynamism. Our primary colors are New Balance Yellow and Red. Yellow combined with black space defines our visual character. These primary colors are supported by a complementary neutral palette of secondary colors. Secondary colors are used primarily for text, lines, tables, and charts. New Balance Brand Identity Guide
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NEW BALANCE COLOR PALETTE
4 3 2 1
New Balance Brand Identity Guide
85 PERCENT BLACK
NEW BALANCE GREY
NEW BALANCE SKY
NEW BALANCE BLUE
NEW BALANCE YELLOW
0 0 0 100
67 59 55 36
9 4 16 0
34 15 23 0
84 37 41 7
8 0 96 0
CMYK
206 39 36
35 31 32
76 77 79
232 233 215
170 193 191
32 124 136
243 236 25
RGB
CE2724
231F20
4C4D4F
E8E9D7
AAC1BF
207C88
F3EC19
HEX
1795 C
BLACK C
COOL GRAY 11 C
7485 C
5507 C
7475 C
3945 C
PMS C
485 U
5463 U
BLACK U
7485 U
5517 U
322 U
3965 U
PMS U
iCOLOR SYSTEM
100 PERCENT BLACK 13 98 100 3
6
7
NEW BALANCE RED
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PROCESS COLORS
3
COLOR SYSTEMi
New Balance Brand Identity Guide
LOGO COLOR USAGE
3
PLACEMENT LOGO COLOR VARIATIONS Use the two-color logo on white or light-colored backgrounds. Use the two-color reverse logo on dark backgrounds that provide sufficient contrast for all logo components. Use the one-color black logo on white or light-colored backgrounds in one-color print applications, such as fax cover sheets or newspaper printing. Use the one-color reverse logo on dark-colored backgrounds, such as New Balance Blue, that do not provide sufficient contrast for the two-color reverse logo.
NEW BALANCE LOGO ON PHOTOGRAPHY Our logo must always be clear and legible. The two-color logo should always be placed against a white or light color background. Be sure to choose background colors from our palette that provide sufficient contrast with the logo. Use the two-color reverse logo on dark-colored or dark photographic backgrounds that provide sufficient contrast with the logo. You may use the one-color black logo on white, light-colored, or light photographic backgrounds in one-color print applications, such as newspaper printing. Use the one-color reverse logo on dark or dark photographic backgrounds that do not provide sufficient contrast.
COLOR SYSTEMi
New Balance Brand Identity Guide
INCORRECT COLOR USAGE
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INCORRECT COLOR USAGE 1
Do not use full New Balance yellow on a full white or lightly colored background. This is not enough contrast.
2
Do not use the logo in full black on a dark background, this may make the mark hard to see.
3
Do not show the logo in a colored stroke for no reason. This may only be used for embroidery or other special purpose.
4
Do not use drop shadows on print material.
The overall purpose of the New Balance logo is to stand out in any graphic situation. There must be a certain level of contrast between the mark and the background. The logo must be the most important aspect of any design or advertisement. Even if the logo is not the focal point, it must always be easily visible. Please note that even though the color palette is very broad in spectrum, certain possible color combinations will not work and may weaken the brand identity.
DO NOT:
1
2
3
4
INCORRECT COLOR USAGE
Do not use the logo in light grey on a yellow background.
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Do not color the logo so more importance is given to the wordmark. The NB logo must always be in color when a one color option is necessary.
DO NOT:
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6
7
3
New Balance Brand Identity Guide
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Photography is a case by case situation where contrast is key in figuring out how to display the logo. In light colored photos, the logo must always be in full color or full black. In darker photos, the logo must always be in full color or full white. In some cases, areas of the photo may be altered in order to accommodate for the logo. Striping or banding of any kind, must be designed to fit the overall look and feel of the brand as a whole.
INCORRECT COLOR USAGE
Do not display the logo in all white on a lightly colored background or light photo. This is not enough contrast.
iCOLOR SYSTEM
5
SUPPORT SYSTEM
04
SUPPORT SYSTEMi
TAGLINE USAGE
x New Balance Brand Identity Guide
4
x
TAGLINE CLEAR SPACE
VERTICAL TAGLINE LOCKUP
STANDALONE TAGLINE LOCKUP
1.5mm TAGLINE MINIMUM SIZE
TAGLINE GUIDELINES The New Balance tagline must always be used under these conditions. The tagline and logo must always be centered, with the logo being about the same height as the tagline. Proportions might change, but this is a rough estimate of how it should appear. The tagline may appear by itself in some cases, but the New Balance logo must be nearby or at least on the same page. The tagline may also appear in a separate color, but must always have enough contrast.
SOME SUPPORT SECONDARY GRAPHICS Secondary graphics help get our point across. These elements add to the look and feel of New Balance and should be used mostly on applications and merchandise. The corporate system should be kept rather conservative, but everything else is free range. Use these graphic elements appropriately and our brand will only grow stronger.
LARGE NUMBER GRAPHIC
MARKER GRAPHIC
TRACK LINES GRAPHIC
New Balance Brand Identity Guide
03
SECONDARY GRAPHICS
MOTION LINES GRAPHIC
4 iSUPPORT SYSTEM
Please note that not every secondary element should be used on one single application. Each should be given its own space and place. Be cautious of overdoing it and spoiling the brand identity.
Ready. Set. Go.
SUPPORT SYSTEMi
TYPOGRAPHY
New Balance Brand Identity Guide
4
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
58 / -50 / 22
15 / 25 / 14
16 / 25 / 15
NEW BALANCE TYPE FAMILY
01 23456789 NEW BALANCE NUMERALS
TYPEFACE GUIDELINES Typefaces help express brand personality and perform specific functions. Though sometimes subtle, the consistent use of the same typefaces and typographic treatments allows people to readily recognize our materials. Designed as a proprietary and custom font, New Balance light, regular, bold, and black weights are designed to be easily read and completely scalable. This sans-serif font is modern and timeless. New Balance Numerals add contrast.
53 / 95 / 49
SETTING THE MOOD PHOTOGRAPHY STYLE Our brand utilizes a very specific photographic style. Photos should be selected because of their mood and power. The scene may be of a moment in motion, a macro of the human form or a cropped photo with little information as to what the image portrays. The primary photography style is high contrast black and white. Photos with very little saturation may be used in order to give the subjects more life and character, as you will see in the applications section of this guide.
New Balance Brand Identity Guide
PHOTOGRAPHY
iSUPPORT SYSTEM
Please note that no stock photography is used anywhere within this system. All photography must be authentic in character and reveal something about the subject matter. Emotion and dramatic moments in time are the key elements to a great photo. Please choose all photos wisely and avoid cheap looking stock photography.
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SUPPORT SYSTEMi
PHOTOGRAPHY
New Balance Brand Identity Guide
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SCENERY PHOTOGRAPHY Photographs of scenery should be shot in landscape fashion. Each photo should be dramatic and cropped off in such a way that the subject appears interesting, even if the subject is really mundane. Textures should be basic and relate to the brand identity, such as a race track.
OVERSIZED BIG IMPACT Do not be afraid to go big. Large, high resolution photography is another key element to our brand identity. Choosing large photos to spread across a page and bleed off the edge is perfect for our look and feel. An athlete’s body is a work of art and it should be displayed as so, showing just how serious we are about sports and our wearers. Cropping is also an important aspect to our brand. Also be aware that we keep faces to a minimum, especially for close-ups. This allows our audience to picture themselves.
APPLICATION SYSTEM
05
APPLICATIONSi
New Balance Brand Identity Guide
SYSTEM GRID
5
A GRIDDED SYSTEM GUIDELINES A grid should always be used when possible, even in subtle areas. This gridded system helps in the organization and arrangement of information. In cases where various numeral information is displayed or blocks of type combined with photography, a grid is vital in keeping the consistent look and feel of our brand. Grids make everything legible and easy to find. The information in this guide uses the grid shown above—a modular grid. Make use of this grid for all applications.
PRINT SYSTEM FOR BUSINESS Our corporate business system should be simple and elegant窶馬othing more. This is because we do business with a wide range of personalities that may exist outside our target audience. We strive to appeal to anyone and everyone, extending an open hand to all walks of life. Our business system should be kept conservative and classic. We leave the drama and excitement for other applications such as advertising and merchandise.
New Balance Brand Identity Guide
BUSINESS SYSTEM
iAPPLICATIONS
5
APPLICATIONSi
CONSUMER PRODUCTS
New Balance Brand Identity Guide
5
GIFT CARDS WHAT’S YOUR BALANCE? Printed applications such as gift cards and brochures should keep the look and feel of our main campaign. Dark colors with pops of brighter colors help send our message and keep our brand cohesive and interesting. Keep in mind that photography should be flexible and plentiful. Different shots with similar type placement make for a rich variety that still retains that true grit and hard edge. Keep the look consistent.
ADVERTISING MAKE A STATEMENT Advertising is where our brand truly shines. We strive to make eye-catching advertisements that not only look dramatic, but tell a story. Advertisements such as these billboards are great ways to experiment with cropping and pop-out elements. Open your mind and think outside the box—literally.
New Balance Brand Identity Guide
CONSUMER PRODUCTS
iAPPLICATIONS
5
APPLICATIONSi
CONSUMER PRODUCTS
New Balance Brand Identity Guide
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ADVERTISEMENT CITY BANNER
CONSUMER SHOPPING BAG
New Balance Brand Identity Guide
CONSUMER SHOE BOX
CONSUMER PRODUCTS
Consumer products should reflect the aesthetic of our main campaign. This means dark colors with color pops, moody photography and slick typography. From our Olympic advertisements down to a simple shopping bag, this look and feel must be able to translate. Below are a couple examples of consumer products.
iAPPLICATIONS
CONSUMER GOODS
5
APPLICATIONSi
New Balance Brand Identity Guide
DIGITAL PRESENCE
5
WEB EXPERIENCE FOR THE USER New Balance believes in the user experience both on and off the track, and especially on the web. Our website must work seamlessly with our products and advertising campaign. We try to keep things simple around here, and our website says exactly that. Bold photography combined with easy navigation. Our online shop couldn’t be simpler. We have customers of all ages and technical ability so our site must be easy to read, navigate and revisit. Keep this in mind for all digital applications.
PHONE APP PERSONAL COACH
New Balance Brand Identity Guide
iAPPLICATIONS
DIGITAL PRESENCE
5
APPLICATIONSi
ENVIRONMENT
New Balance Brand Identity Guide
5
HEADQUARTERS HOME BASE New Balance headquarters is where the magic happens. Modeled after finish line checkerboard, even our facility reflects our brand—something we care deeply about. From advertising to simple consumer goods to architecture, we try to brand ourselves as strongly as possible.
PUBLIC BUS ADVERTISEMENT
DELIVERY TRUCK IDENTITY
New Balance Brand Identity Guide
iAPPLICATIONS
ENVIRONMENT
5
New Balance Brand Identity Guide
APPLICATIONSi
ENVIRONMENT
5
STORE DESIGN New Balance specialty stores should be as slick as possible, this is our turf. Window decals and wall murals should cover the entire place, creating that drama. In-store displays should play up the track and field vibe while pops of color shower the visitor with visual stimulation.
SPECIALTY STOREFRONT
IN-STORE SHOE DISPLAY
New Balance Brand Identity Guide
iAPPLICATIONS
ENVIRONMENT
5
STADIUM ADVERTISING When designing advertisements for a stadium audience, use similar visuals with subtle differences. In the example below, the image would be a slideshow or video.
New Balance Brand Identity Guide
ENVIRONMENT
iAPPLICATIONS
5
APPLICATIONSi
ENVIRONMENT
New Balance Brand Identity Guide
5
BLIMP ADVERTISING
SUBTLE MINIMAL DESIGN In some cases, it is best simply to show our logo really large. Blimps, flags and LCD screens are perfect places for our logo to be displayed in full color. Sometimes just showing our logo will help instill our brand into the brains of millions.
2 OFFICIAL SOCCER BALL 3 FITTED CAP
2
INDUSTRY PRODUCTS We strive to make the best products available in our field. Using our color system, we can develop unique color ways for all our products. As you can see, even with as broad a color palette we can still achieve a cohesive look.
3
New Balance Brand Identity Guide
iAPPLICATIONS
1 PREMIUM TRACK SHOE
INDUSTRY SPECIFIC
5
1
2
APPLICATIONSi
INDUSTRY SPECIFIC
New Balance Brand Identity Guide
5
1
91 3
San Francisco Marathon 07/2 9/ 14
913
San Francisco Marathon 07/2 9/ 14
4 1 TRACK SUIT COMPRESSION 2 TRAINING SUIT RELAXED 3 TRACK BAG PREMIUM
3
4 WATER CAPSULE INSULATED
H20
APPLICATIONSi
INDUSTRY SPECIFIC
New Balance Brand Identity Guide
5 1
3
2
4
5
85 1 SPORTS HEADPHONES 2 JOGGING BAND 3 DIGITAL TRACK WATCH 4 SPORTS WINDBREAKER
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5 RUNNERS BIB NUMBER 6 EMBROIDERED POLO
CREDITS THANK YOU This guide printed on genuine Epson papers with Epson printers. Cutting and binding services provided by Copymat, San Francisco. All photography featured in this guide was sourced and may be subject to copyright. This is entirely a work of fiction and for educational purposes only, no copyright infringement intended. Š Copyright Adrian Posadas 2011. Adrian Posadas / Identity Design 2 / Todd Hedgpeth / Academy of Art University / Fall 2011
New Balance Brand Identity Guide
MEDIA DISC
iAPPLICATIONS
5 MEDIA DISC SUPPLEMENTAL MATERIAL 1
All necessary vector files of logos and graphics.
2
Library of high resolution photography.
3
Digital copy of this guideline.
4
Text document outlining all the legal material.
All information contained within this guide and supplemental media disc is strictly confidential. Illegal reproduction of any of these materials is forbidden and may be punishable by law. Š Copyright New Balance Athletics 2013. All rights reserved.