Fly - Brand Guidelines

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OUR GOAL To inspire and create consistency around product and the brand representation through strategic sales partners.

This document will serve as an inspirational tool for partners to effectively plan and execute their snowboarding product merchandising and brand communications.

BRAND GUIDELINES

CONTENTS 04 Strategic brand overview 06 Brand usages for print and web 14 Colour systems 20 Typography 24 Branding applications

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STRATEGIC BRAND GUIDELINES FLY helps people connect with friends, cool surroundings, and the natural and urban environment. It’s where you’ll meet the real version of yourself.

In short, the brand promise describes the emotional benefit our riders derive from the experience of our boards. It’s important to keep this promise in mind when writing copy and designing materials. Living up to our brand promise is how we ensure consistency between what we want the brand to be, how our customers experience it, and how they tell other people about it.

We must recognize that this brand isn’t about logos, colours or fonts. These items don’t define us. We’ve crafted them to represent us, but our brand is actually the property of the public and their perception.

It’s about people, it always has been. It’s about creating a place for relationships to grow – for conversations to happen. As we move forward, let’s recognize that this brand is alive, it’s fragile and still growing. The logo gives a face to the real body – the people of FLY. Treat the logo how you would treat those people – with care, respect and intentionality.

This set of guidelines are designed to help you understand the details of curating a consistent visual identity. We are all in this together. Honor these guidelines by partnering with us to build a better community through harnessing our internal energy.

BRAND GUIDELINES

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BRAND GUIDELINES

BRAND USAGES FOR PRINT AND WEB

BRAND GUIDELINES

LOGO SYSTEM This system includes a series of graphic elements used at various times to create a comprehensive, cohesive and recognizable identity that represents FLY publicly.

PRIMARY LOGO / BRANDMARK An Icon is a quick, intentional, visual mark that helps deliver an immediate brand signature to the viewer. Sometimes icons are used as symbolic marks that can represent the company and their services. Other times the icon is just a simple mark that identifies the owner. Other times it represents the values that the company stands by. This is the heart and soul of our identity. When in doubt, always use this icon. This is our go-to logo. This icon must be uniform throughout all of its applications. The graphic integrity of the icon and identity elements should be governed by the consistent use of established standards and observed in all communications with our vendors, affiliates, and the general public. Alterations to the icon are prohibited.

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PREFERRED USAGE The preferred use of the signature is in full colour.

If this is not possible then on a pure colour or on a primary colour background. This application of the logo should always be considered as the first design option.

a.

b.

BRAND GUIDELINES

a. Preferred usage.

b. L ogo on a pure colour (must be black or on of the primary colours).

c. L ogo on a primary colour background.

c.

CLEAR SPACE When the logo is used, it should be sufficiently isolated from illustrations or other words or images that might detract from the signature’s importance. The logo must be at least 30% of the logo mark away from illustrations, photographs, rules, page edges, or other type.

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UNACCEPTABLE USE Do not alter the FLY logo in any way.

A few rules are necessary for maintaining the integrity of the brand. Here are a few examples of incorrect uses that should never be applied.

BRAND GUIDELINES

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Don’t alter colour from accepted standards.

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Don’t screen the logo.

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Don’t fill shapes with patterns or add special effects.

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Don’t overprint the logo on complex photographs or textures that will show through the open spaces of the logo.

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Don’t skew or scale the width or height.

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Don’t violate the signature clear zone.

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Don’t alter size or proportions of the logo in relation to the logotype.

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Don’t rotate the logo to any degree.

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Don’t add or change typeface of logo type.

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BRAND GUIDELINES

CONVEYING THE RIGHT MOOD: IMAGERY AND COLOURS

MOODBOARDS Moodboards are an important step in the process of building the brand. They must elicit feelings, environment, colours and typography that can help later to define all the necessary brand elements.

Fly brings, at its core, many concepts that range from having control over your life and the pure joy of adrenaline. We also try to stick to the smooth and clean sensation brought by defying and taking over gravity laws.

BRAND GUIDELINES

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BRAND GUIDELINES

COLOURS Our primary colours are represented by Sky Blue, Pear and Gassamer. Our symbol is composed by a gradient of Sky Blue and Gassamer, while the centered triangle is a solid Pear colour. Optionally, we have a palette of seconday colours that can be used to both print and web mediums.

PRIMARY COLOURS

#79CFE8

#D7DF27

#409F84

C74 M17 Y58 K1

C48 M0 Y7 K0

C20 M0 Y98 K0

R122 G208 B231

R215 G223 B39

R64 G159 B132

Pantone 636C

Pantone 388C

Pantone 7730C

SECONDARY COLOURS

#BCBEC0

#E89B26

#FFE31E

#DD2227

#A580BA

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BRAND GUIDELINES

SETTING IN STONE: TYPOGRAPHY

BRAND GUIDELINES

BRAND, PRINT AND WEB TYPEFACES Typography must be used consistently along the brand.

To convery feelings of smoothness and clean vibes, we adopted Gotham and its variations as our main typography choice. Gotham will define our story, our philosophy and our position in the market.

GOTHAM Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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BRAND

BRAND GUIDELINES

APPLICATIONS

CLOTHING WEAR A brand needs a whole set of products to help it be recalled by people’s subconscious. Fly is investing heavily on clothing and day-to-day accessories to fully represent its attitude through people’s lives. It doesn’t matter when and where you go, Fly will be there with you to celebrante life and all the good moments.

At the right, an example of a sweater for men.

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Our jackets can be stylized applying the white version of the logo, combining it with variations of our primary colours. This can give a distinct look to our winter clothing.

BRAND GUIDELINES

Summer regular t-shirt to be used in different occasions.

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A HOT COFFEE TO ENDURE THE COLD JOURNEY

People love mugs. Mugs help to give them their own identity, to differentiate them from the others.

Fly will bring its distinctive look to home objects, featuring its colours and concepts to be everywhere.

BRAND GUIDELINES

MOBILE APP INTERFACE

Our app interface will rely on our brand imagery, with douple exposure pictures to have consistency through any user experience.

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BRAND GUIDELINES