Brand Book JUNE 2016
WHO WE ARE
We’re more than makers. We’re a community of adventurers in Park City, UT, and our adventures inspire us to create.
We make products for people like us— people who live, work, and play not just in the mountains, but in the fields, the rivers, and the oceans.
WHAT WE MAKE
We believe in great design, versatile function, and extraordinary lasting value.
We know that superior interfaces make better experiences. So we build dependable products that seamlessly work exactly as needed, time and time again.
WHY WE CARE
We believe the privilege of a life spent outdoors demands thinking and acting to reduce our impact on the environments we enjoy.
We are stewards of our water resources because we know it takes a drop to make a difference. It’s easy to take water for granted, but it truly is our most precious resource, and we are committed to making a difference.
CORE PURPOSE
Make experiences better, explore every drop.
BRAND PROMISE
At AVEX we believe in designing and building products with versatile function, uncompromised style and extraordinary trusted lasting value. We make bottles that don’t leak, period. Equipping people to make adventure attainable and keep it going through lasting product that won’t interrupt the experience, but enhance it. We will operate with total respect to the environment because we believe the privilege of a life spent outdoors demands us to think and act to reduce our impact on the environments we enjoy. As one, protecting the earth’s most precious resource, water.
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LIFETIME GUARANTEE We build products that won’t leak, ever. Nunc vitae egestas lorem. Vestibulum metus sapien, ullamcorper rutrum efficitur at, egestas finibus mauris. Praesent cursus purus in metus ultrices, sed cursus sem molestie. Duis cursus rutrum fringilla.
Why are you here: Donec vel dui nec ligula elementum viverra. Curabitur magna neque, pellentesque at commodo in, tincidunt vitae justo. Sed ultricies odio vitae magna pharetra scelerisque ut sit amet lorem. Pellentesque condimentum vel est vel lacinia.
BRAND VALUES - HOW WE DO IT
Explore relentlessly Improve persistently Design purposefully Give continually Live enthusiastically Connect authentically
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EXPLORE RELENTLESSLY We are brave. We know there are better solutions out there, and to be truly innovative, we must seek to know what we don’t know. We must start with great ideas and then set goals that stretch us even further. If we fail to explore all possibilities, we will always remain just one question away from being better than we are today.
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IMPROVE PERSISTENTLY We are unrelenting. We design and build products with versatile function, uncompromised style and extraordinary trusted lasting value. We make user experiences better through persistent ideation, modification and iteration. We learn from failed concepts, strip away the superfluous in search of the ideal, and endlessly refine every design to find perfection. We build our products to work for life.
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DESIGN PURPOSEFULLY We are discerning. Keen observation and personal experience help us recognize our customers’ needs. This awareness helps us evaluate new product development. We understand the rigorous demands an outdoor life places on gear, and we know that if we design for function at the extremes, a product will perform anywhere in between. That’s why we stand behind our work with a lifetime guarantee.
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GIVE CONTINUALLY We are thankful. We believe the privilege of a life spent outdoors demands us to think and act in ways that reduce our impact on the environments we enjoy. We provide reliable, reusable alternatives to disposable products. We are mindful of the fact that water is a precious, finite resource and we support those who work to protect it for generations to come.
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LIVE ENTHUSIASTICALLY We are optimistic. We celebrate life and the experiences it brings us. We feel healthier when we connect with the people and the world around us, and the challenges we overcome in our outdoor pursuits empower us in our work. Getting outside makes us happy, and we want to share that joy with others.
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CONNECT AUTHENTICALLY We are real. We live and work by the Golden Rule: treat others the way you wish to be treated. We always respect our customers’ feedback, our retail partners’ concerns, our nonprofit partners’ needs, and our employees’ lives. We strive to be responsive, accepting, and trustworthy above all. Being real is good business.
OUR PEOPLE
The Achiever The Outdoor Native The Aspirational Core The Urban Athlete The Athleisurist
*Consumer Segmentation Executive Summary, Outdoor Industry Association, 2015.
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THE ACHIEVER
Driven by performance and competition. By virtue of their participation and attitudes, members of The Achiever segment represent the quintessential outdoor consumer. They don’t exhibit much brand loyalty, and they value style in addition to function. An opportunity lies in leveraging Achievers’ social natures and their tendency to inspire others in the outdoors.
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THE OUTDOOR NATIVE Motivated by enjoyment and the experience. The Outdoor Native is highly engaged, will remain engaged, and is grooming the next generation of outdoor consumers. The key opportunity lies in connecting these conscious consumers with your brand/business and leveraging their influence on the next generation.
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THE ASPIRATIONAL CORE Aspires to be outdoorsy and has a penchant for adventure. They stick close to home for most of their dayto-day activities but aspire to get further from home. The Aspirational Core customer is much like The Urban Athlete but with an emphasis on aspiration rather than participation. Efforts that target The Urban Athlete will likely pull in them as well.
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THE URBAN ATHLETE Getting outside is about competition, socialization, and intensity, not connecting with nature. The Urban Athlete gets outside not because they love the outdoors, but because the activities they enjoy require going outside. Urban Athletes are young, diverse, urban, and big spenders relative to outdoor products. They identify more with athletic brands than traditional outdoor brands and don’t see themselves as “outdoorsy.” Leverage their competitive natures to build a relationship with these consumers.
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THE ATHLEISURIST
Motivated by the enjoyment and the escape they find outside. The Athleisurist does not aspire to be more outdoorsy; rather, they are content with their current level of outdoor engagement. They consider the outdoors a place to disconnect from the grind and enjoy time with family and friends. The Athleisurist already has an affinity for traditional outdoor brands. In order to reach them, focus on the experience and not on performance.
CREATIVE GUIDELINES
20 Intro 21 Logo 24 Fonts 30 Colors 31 Icons 35 Tone & Voice 36 Vocabulary 37 Photo 39 Illustration 40 Packaging 41 Business System 42 Presentations 43 Website
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INTRODUCTION
This style guide provides a set of design guidelines to ensure consistent messaging throughout the brand. In no way should it hinder creativity or the design process.
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LOGO
Wordmark Consistent use of the AVEX logo is essential in creating a united brand identity. The master logo is available and should never be altered, distorted or re-created in any way. Primary placement is vertical, secondary is horizontal. The logo should always be legible, and never upside down. Our logotype uses a unique, custom-designed font and carefully calculated spacing to achieve maximum legibility and impact. The AVEX wordmark is a Registered Trademark. Please include the ®, unless the size or location of the logo or reference makes this impossible or detrimental to the look and feel, in which case you should identify the logo as a Canonical TM by stating in an appropriate and obvious place “AVEX is a registered trademark of Newell Rubbermaid.” AVEX should always be in all capital letters when written, and should never be susceptible to being oriented upside-down.
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LOGO SPACING
Exclusion Zone The AVEX logo must always have a clear area surrounding it, free from any other element. Measure the height of the AVEX letterform “E� and use this measure to create the boundary of clear space around the logo.
Smallest Size The AVEX logo must always be legible and the letterforms may not be any shorter than 100px (1.4in, 35mm)
Our logo is locked up with size and spec call outs on product bodies, running vertically.
Registered Mark ® The registered mark “®” is never used on product.
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Wordmark Lock Up
OZ
ML
700
LOGO ON PRODUCT
CAPACITOR SERIES - 18/8 STAINLESS VACUUM INSULATED - HOT & COLD
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The AVEX logo must always have a clear area surrounding it, free from any other element. Measure the height of the AVEX letterform “E” and use this measure to create the boundary of clear space around the logo.
Registered Mark ® The registered mark “®” is never used on product.
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Exclusion Zone
OZ
ML
700
LOGO ON PRODUCT
CAPACITOR SERIES - 18/8 STAINLESS VACUUM INSULATED - HOT & COLD
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FONT NUDISTA Print Primary Font Nudista is a monolinear, geometric sans-serif with forms based on a pleasant oval, round shape. The letter outlines are smooth, even technicist. The geometric precision is however compensated in places where it would get in the way of legibility and compromise the desired visual impact. The face was originally conceived as a display type, but it is sufficiently legible even in text sizes. Thus, it suits short texts in corporate prints. Carefully chiseled letter curves are sturdy and well suited for the harsh conditions of low-resolution printing devices, work well on computer or mobile phone screens and can be printed on laser printers. However, the face will work best in corporate systems, navigation and road sign systems, thanks to the extensive range of weights. A naked typeface with no needless decorations will humbly serve in all places where too expressive a face could be disturbing.
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FONT NUDISTA Print Primary Font Nudista is representative of the technical, feature-driven nature of our products. It is suitable for headlines, short body copy, feature lists, and footnotes. Nudista Medium is suitable for both large and small applications. Nudista is also the primary digital font, when suitable.
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FONT BEAUFORT Print Secondary Font This type has a remarkable clarity at any size, and exploits it. Its pointed serifs introduce a sharpness that, at small sizes, will combine a high word count with good legibility, while large sizes will always display very fine detail. The bold romans recall a kind of “grotesque with small serifs� style popular with sign painters and package lettering artists that is still going strong. Designed for optimum clarity, readability, and word count, it has a pronounced angle of stress in the lower case, which is quite large and fairly narrow in relation to the caps. None of the caps are exceptionally narrow, and both cases have an evenness of width that makes for a no-nonsense, orthodox appearance. The strength of the capitals distinguishes this type without being obtrusive in text.
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FONT BEAUFORT Print Secondary Font Beaufort is representative of the fluid, awe-inspiring element of water instilled in our brand. It is suitable for headers, sub headers, long form body copy, callouts, and quotations. Beaufort Pro Heavy is suitable for large applications and Beaufort Pro Light and Regular are suitable for small applications. Beaufort is also the secondary digital font, when suitable.
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FONT HELVETICA Digital Primary Font Helvetica is the primary font for use in digital applications, when Nudista is not an option. To be used for sub-headers, body copy, CTA’s, and footers.
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FONT TREBUCHET MS Digital Secondary Font Trebuchet MS is the secondary font for use in digital applications, when Beaufort is not an option. To be used for headers and call outs.
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COLORS Ocean PANTONE 300 C
Bay
Shades of water Ocean Blue is our primary color and is supported by a variety of shades of blues and teals that reflect the vast spectrum of colors water can take on.
PANTONE 306 C
Gulf PANTONE 3252 C
Off-white PANTONE 9285 C
AVEX blues are complimented by warm neutrals mimicking the warmth from the sun in nature. Temperature ratings play an important role for some AVEX products, and the red shade of Hot Tamale is only to be used when referencing thermal retention. New Orange is a seldom-used contrast color that
Gray PANTONE WARM GRAY 1 C
Dark Gray PANTONE 446 C
R=0 G=102 B=204 C=86 M=61 Y=0 K=0
R=11 G=176 B=227 C=71 M=11 Y=2 K=0
R=11 G=217 B=211 C=63 M=1 Y=26 K=0
R=244 G=240 B=232 C=4 M=5 Y=8 K=0
R=212 G=208 B=200 C=16 M=14 Y=19 K=0
R=79 G=77 B=72 Rich C=70 M=57 Y=61 K=43 Flat C=0 M=0 Y=0 K=88
is currently only in use to flag new products on
Hot Tamale
Avexoutdoor.com
PANTONE 1797 C
R=209 G=50 B=57 C=12 M=95 Y=84 K=3
New Orange
R=237 G=90 B=36 C=2 M=79 Y=98 K=0
PANTONE 7579 C
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TONE & VOICE
What do we sound like: We are, like our products, authentic, real, and relatable. While we are experts in our field, we are nevertheless able to share our knowledge with everyone on a basic level, because our products have a universal purpose. We take our work very seriously, but never do we take ourselves too seriously. We are good at what we do, but we don’t wave it around in everyone’s face. You could say that we are made humble by what we make.
What tones do we avoid: We avoid sounding overly technical or mechanical, even though our products have highly developed features. We are never elitist, condescending, or aggressive.
We’re more than makers. We’re a community of adventurers, and our adventures inspire us to create. We live in the mountains, and make products for people like us—people who live, work, and play not just in the mountains, but in the fields, the rivers, and the oceans. We believe in great design, versatile function, and extraordinary lasting value. We’re also stewards of our water resources, and we believe the privilege of a life spent outdoors demands thinking and acting to reduce our impact on the environments we enjoy. It’s easy to take water for granted, but it truly is our most precious resource, and we are committed to making a difference.
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VOCABULARY
AUTOSEAL® Technology: Flagship, one-handed drinking experience
Soft traction pad: Used to describe all silicone base grips
AUTOSPOUT® Technology: Flagship, leak-proof straw technology
Cross-bolt lock: Never use “Slide Lock”
18/8 Capacitor Stainless™ steel: Proprietary AVEX insulated body
Rugged powder coated finish: How we describe our
DropDown™ lid feature: Next gen bottle engineering for easy cleaning CleanSip™ cover: Proprietary AVEX drink spout covers 3Sixty Pour: Proprietary thermos style pour with all-encompassing seal Leak-proof: Always use a hyphen Spill-proof: Always use a hyphen Double wall vacuum insulated: No hyphenation FreeFlow: Always capitalize the “F” in “Flow” Top-shelf dishwasher safe: AKA, don’t soak in hot water One-handed: Always use a hyphen
powder coating for all products.
BPA-free: Always use a hyphen Wide-mouth: Always use a hyphen Capacitor series: All interchangeable stainless steel bottles Hydrator series: All interchangeable Tritan plastic bottles
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ICONS
Technology icons Some are shared with Contigo. 3Sixty Pour and DropDown have been flagged by Contigo Creative and will be reworked in the coming months.
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ICONS
Feature icons Similar features to Contigo products, but icons are to be completely different in styling. Text may change to accommodate product specifics, as seen in the temperature icons to the right. Lifetime Guarantee icon should always be 1.5 times larger than support feature icons.
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ICONS BILINGUAL
Feature icons Similar features to Contigo products, but icons are to be completely different in styling. Text may change to accommodate product specifics, as seen in the temperature icons to the right. Lorem ipsum template provided for future feature development. Lifetime Guarantee icon should always be 1.5 times larger than support feature icons. With translations from English into other languages, it is important to be attentive to font size. Verbiage may need to be adjuststed to accomate lengthy translations. Font size should never fall below 4pt when icon is in final size.
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ICONS 7 20 Flags, sizes, etc. Flags in Hot Tamale and Ocean brand colored flags always accompany marketing collateral for insulated products. If suitable, marketing collateral that uses sizing can match treatment of on-product sizing print.
HOURS
HOT
HOURS
COLD
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PHOTO Outdoor Lifestyle Shots: 45% The shared moments: the excitement between people who are out in nature sharing an experience. Our bottles can be more
Photography a colorful inspiration A natural feeling is key. People in the photographs must be familiar with the
naturally present, but we really don’t want them to feel staged. Pay attention to facial expressions (real smiles) and highlight interactions and sharing.
Product Use Hero Shots: 35%
activities in which they are participating. Full
Our products are feature-rich and we want to help consumers
color images, no black and white. Capture
understand how to make the most of them. Getting up-close
environmental colors and the inspirational
to the product both in-use and idle, is key in helping viewers
beauty of water. Water, in any form (snow,
understand how they might interact with our products.
water bodies, etc.) is a preferred element of our photography. Serious skill, confident product, relaxed lifestyle.
Avoid:
Action Sport Shots: 20% AVEX is an outdoor brand. As such, we want to feature people participating in the outdoor activities they love. We focus on scenarios that elicit excitement for specialty outdoor consumers.
Forced, noticeably posed or staged, awkward,
It is imperative that water be ever-present in our photography, in
unfamiliar, unrealistic, and/or unsafe situations.
any of its natural forms, with color, beauty and inspiration being the focus.
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PHOTO RULES
of the way when opened. That same tether is long enough for (almost) any hand to hold laying flat against the body of the bottle. So please, don’t photograph a clumsy attempt to
NO
YES
someones face.
Always fill the bottles
Remove the tags
Use water, or other beverages as appropriate,
This should go without saying, but please,
in the bottles. The weight and physical act of
remove ALL packing, including UPC labels from
drinking is much more realistic this way. Plus,
the bottoms of bottles prior to shooting.
a number of our bottles are translucent.
AUTOSEAL® RESPECT AUTOSEAL® technology is our flagship feature.
YES
keep a flopping, tethered lid from falling into
NO
Look good, but not perfect We are all about showcasing our product in real use. We don’t expect perfect, pristine
It allows users to drink from a spill- and leak-
bottles to show up in photos, but please, wipe
proof bottle, with the single press of a button.
off the dribbles (or clean them up in post).
It is incredibly simple to use, and should
Our products don’t leak, and we’d hate
ALWAYS be photographed in use with only one
for people to confuse poor pouring skills
hand on the bottle and index finger on the
with a leaky product.
wide grip button.
Keep lids off the face Our wide mouth bottles have a unique hinged
NO
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ILLUSTRATION
Showcase the technology Because packaging is currently printed in PANTONE hues of Ocean, Dark Gray and Warm Gray 1, illustration styles adhere to these limitations. Illustrations emphasize the “exploded� view of the feature-rich components for each product. Tritan plastic versions give the illusion of transparency, while insulated versions do not.
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PACKAGING
Insulated products: Nunc vitae egestas lorem. Vestibulum metus sapien, ullamcorper rutrum efficitur at, egestas finibus mauris. Praesent cursus purus in metus ultrices, sed cursus sem molestie. Duis cursus rutrum fringilla.
Non-insulated products: Donec vel dui nec ligula elementum viverra. Curabitur magna neque, pellentesque at commodo in, tincidunt vitae justo. Sed ultricies odio vitae magna pharetra scelerisque ut sit amet lorem. Pellentesque condimentum vel est vel lacinia.
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(877) 845-2872
1796 Prospector Ave Park City, UT 84060
®
BUSINESS SYSTEM
A work in progress. Email signatures are
Document Title Subheard avexoutdoor.com
Letterhead, business cards and email signatures:
Content s concept and is something he does with a 7- of Montana. Started as an athlete, when to photography school.
Signature,
________________________________________
updated as new products and events occur. A word template with letterhead is available. Business cards are currently designed by Newell Rubbermaid.
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PRESENTATIONS
PowerPoint and other presentation templates: A corporate PowerPoint template is provided.
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AVEXOUTDOOR.COM
A work in progress. Currently skinned with heritage colors. Reskin in 2016/2017 to adhere to new brand styling.
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EMAIL TEMPLATE
Clean and Fun Currently skinned with heritage colors. Reskin in 2016/2017 to adhere to new brand styling.