BRAND GUIDELINES 2017
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WE ARE BETTER BUILT Better Built is all about providing top quality storage and accessories for your everyday and not-so-everyday needs. Whatever the occasion demands, our boxes and racks will support you in protecting, transporting and securing your equipment. The following guidelines have been made to aid in the creation of consistent design language for all Better Built communications. Not every instance or example is included in this guide, but consulting it and your best judgment should provide a solid foundation for creating materials in the distinctive Better Built way.
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CONTENTS Logos & Usage
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Branding 10 Colors 12 Typography 14 Photography 22 Putting it All Together
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PRIMARY LOGOS & USAGE The first logo is our CLASSIC LOGO. While used extensively in the past on all products, packaging, advertising and branding, it’s now featured almost exclusively—albeit prominently—on our product nameplates. The second logo is our new primary SIMPLE LOGO. Technically not a new creation, this version of the logo could be found embossed on the inside of tool box lids or the SLE LED light module. The cleaner appearance allows us to use the same logo for all print, web, and clothing applications without having to tweak the design where use of the classic logo was too ornate or complicated. In short, the simpler design lends a more modern look, makes possible easier reproduction, and forges consistency—and therefore strength—to the brand. Follow the chart on page 5 to know what logo style should be used with a particular background.
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CLASSIC LOGO
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SIMPLE LOGO
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PRIMARY LOG O S & US A GE
BACKGROUND COLOR OR TYPE
CLASSIC LOGO COLOR
Black
White
Various Color / Simple Photo
Complex Photo
Full Color (1 or 2)
Grayscale
Blue
Blue + Blue Fill
Black
SIMPLE LOGO COLOR
Black + Gray Fill
White
White + Black Fill
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SUPPLEMENTAL LOGOS
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These logo lockups are used when we want to explicitly emphasize Better Built’s truck tool box focus. This is often necessary when our logo is displayed along side a competitor’s, somewhere the company is less known, or simply where it’s not understood we are a manufacturer of truck tool boxes.
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CLASSIC TTB LOCKUP
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X X
X X
SIMPLE TTB LOCKUP
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SUPPL EMENTA L LO GO S
BACKGROUND COLOR OR TYPE
CLASSIC LOGO COLOR
Black
White
Various Color / Simple Photo
Complex Photo
Full Color (1 or 2)
Grayscale
Blue
Blue + Blue Fill
Black
SIMPLE LOGO COLOR
Black + Gray Fill
White
White + Black Fill
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LOGO NO-NOS Here we see a few of the various ways some may alter the logo through either convenience or negligence. As non-examples, these will help you spot when the logo has been handled or reproduced improperly. 1 NEVER change the logo’s orientation. 2 NEVER add drop shadows to any part of the logo. 3 NEVER alter the color of the logo. Only use logos from the approved set on the previous pages. 4 NEVER stretch, skew, or change the shape of the logo in any way. 5 NEVER allow the logo to appear in a lower resolution than is possible on the display medium. 6 NEVER add superfluous effects like sparkles, beveling, etc. to the logo. 7 NEVER display the logo without the ®. 8 NEVER allow white to show through the interior of the logo. Use a color filled logo instead. 9 NEVER alter the text, or try to recreate the logo. 10 NEVER repeat the logo or use it as a background design element or wallpaper.
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J UST… D O N ’ T
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Edge of viewing medium (paper, screen, etc.)
LIFE. BETTER BUILT.
BETTER BUILT BRANDING Our brand slogan—currently “Life. Better Built.”—when used in static advertising, is set up in a distinctive mark. On these pages you can see how that mark should appear on a page. By nature of its design, it should always be oriented at the top or right side of a page. The typeface chosen for this mark is Rokkitt ExtraBold. In online and television commericals or any other Better Built branded videos, the branding card displays the “Life. Better Built.” slogan in a horizontal fashion. As shown on page 11, Part 1 pictures the initial arrangement before the text “Better Built” slides upward and vertically off screen. Part 2 shows the end of the branding card with the logo replacing the “Better Built” text after sliding upward and vertically from offscreen. “Life.” subtly shifts to the right to meet the Better Built logo for more appropriate spacing. Lastly is each tool box series name in its own color block, as well as the lock up used to display all series together when included at the bottom of a print branding ad.
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BRAND ING M A R KS
Edge of viewing medium (paper, screen, etc.)
LIFE. BETTER BUILT.
Edge of viewing medium (paper, screen, etc.)
LIFE. BETTER BUILT.
LIFE. BETTER BUILT.
Branded video card (Part 1)
Edge of viewing medium (paper, screen, etc.)
LIFE. BETTER BUILT.
LIFE.
Branded video card (Part 2)
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PRIMARY COLOR SWATCHES
COLORS The color swatches on these pages are the approved values for all Better Built communications. Bold is the name of the game. PANTONE Reflex Blue is our main color. Other main colors include the Truck box Series colors: PMS 711, Cool Gray 10 C, and 803—that is bright red, medium-dark gray, and bright yellow.
PMS Reflex Blue CMYK 100 72 0 6 RGB 0 82 159 HEX # 00529f
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COLO RS
PMS P 105-16 C CMYK 100 72 0 34 RGB 0 60 123 HEX # 003c7b
PMS 0% Reflex Blue CMYK 0 0 0 0 RGB 255 255 255 HEX # ffffff
SECONDARY / BACKGROUND COLOR SWATCHES
CMYK 5 0 0 10 RGB 215 225 231 HEX # d7e1e7
CMYK 5 0 0 20 RGB 0 82 159 HEX # c4ced4
CMYK 5 0 0 30 / 40 / 50 / 60 / 70 / 80 / 90 / 93 RGB 176 185 191 / 157 165 171 / 138 146 151 / 120 127 132 / 102 108 113 / 82 87 91 / 60 63 66 / 49 53 57 HEX # b0b9bf / 9da5ab / 8a9297 / 787f84 / 666c71 / 52575b / 3c3f42 / 313539
SERIES AND ADDITIONAL COLOR SWATCHES
PMS 711 CMYK 4 100 80 0 RGB 229 29 60 HEX # e51d3c
PMS 7622 CMYK 26 100 91 25 RGB 150 27 37 HEX # 961b25
PMS Cool Gray 10 C CMYK 0 0 0 76 RGB 0 82 159 HEX # 00529f
PMS 803 CMYK 3 0 96 0 RGB 254 238 11 HEX # feee0b
PMS 7495 CMYK 41 27 100 3 RGB 161 158 55 HEX # a19e37
PMS 278 C CMYK 38 15 0 0 RGB 153 191 230 HEX # 99bfe6
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TYPOGRAPHY - PRIMARY The main typeface for our brand, Work Sans strikes our preferred balance of classic and modern. All body copy and most main headline information should use this typeface. While various weights may be used to show hierarchy, Regular and ExtraBold will be most often used.
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TYPOG RA P H Y
Thin ExtraLight Light Work Sans Regular Medium SemiBold Bold ExtraBold Black
ABCĆČDĐEFG HIJKLMNOPQRSŠTUVWXYZŽ abcčćdđefghijklmnopqrsštuvwxyzž123456 7890‘?’“!”(%)[#]{@}/&<-+÷×=>®©$€£¥¢:;,.* ABCĆČDĐEFG HIJKLMNOPQRSŠTUVWXYZŽ abcčćdđefghijklmnopqrsštuvwxyzž1234567 890‘?’“!”(%)[#]{@}/&<-+÷×=>®©$€£¥¢:;,.*
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TYPOGRAPHY - SECONDARY As the secondary typeface, Rokkitt’s strong slab-serifs pair well with Work Sans. For any attention-grabbing copy that isn’t a standard headline, Rokkitt ExtraBold (usually fully capitalized) is the go-to choice.
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TYPOG RA P H Y
Thin ExtraLight Light Regular Medium SemiBold Bold Rokkitt ExtraBold Black
ABCĆČDĐEFGHIJKLMNOPQRSŠTUVWX YZŽabcčćdđefghijklmnopqrsštuvwxyzž12345 67890‘?’“!”(%)[#]{@}/&<-+÷×=>®©$€£¥¢:;,.*
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TYPOGRAPHY - SPACE SAVING Oswald is necessary when copy space is limited, where otherwise Work Sans would be used. It is to be infrequently implemented, and not for use in headlines or attentiongrabbing copy.
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TYPOG RA P H Y
Extra-Light Light Oswald Regular Medium SemiBold Bold
ABCĆČDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabcčćdđefg hijklmnopqrsštuvwxyzž1234567890‘?’“!”(%)[#]{@}/ &<-+÷×=>®©$€£¥¢:;,.*
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TYPOGRAPHY - TECHNICALLY Another narrow typeface, Measure Regular is used for technical information, specifications and footer copy in our catalog. Like Oswald, Measure is also to be used sparingly. Finally, donâ&#x20AC;&#x2122;t forget to set tracking to 100. Measure is a bit too tightly spaced for easy readability out of the box.
Measure R egular*
*Tracking set to 100.
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TYPOG RA P H Y
ABCĆČDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabc čćdđefghijklmnopqrsštuvwxyzž123456789 0‘?’“!”(%)[#]{@}/&<-+÷×=>®©$€£¥¢:;,.*
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PHOTOGRAPHY Better Built photography shouldn’t just show our products in use, but also be a celebration of the great outdoors. Things should look natural, real, and not overly stylized. A certain amount of grit is okay—we realize when you’re outside, things don’t stay clean all the time. We wouldn’t have it any other way. Where appropriate, photos may associate the Better Built brand with other high end, outdoor enthusiast products, though their logos should be hidden or obscured.
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PHOTOG R A P H Y
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HEAVY DUTY SERIES No matter your trade, Better Built’s professional grade Heavy Duty Series helps you tackle the job with uncompromising durability and proven reliability.
AVAILABLE FINISHES:
QUANTUM SILVER
GLOSS BLACK
BLACK STEEL
WHITE STEEL
TOOL BOX FEATURES
BILLET PUSHBUTTON LOCKS
Featuring a high polish shine, the push buttons offer an easy at-aglance lock & unlock detection.
4-STAGE AUTOMOTIVEGRADE ROTARY LATCH Know your lid is securely closed with four satisfying clicks from our professional grade rotary latches.
CROSSBROKEN LID
This manufacturing technique adds structural integrity and resists unwanted lid deformations.
PATENTED QUANTUM® STORAGE SYSTEM Well thought out organization keeps your tools where you know they should be.
PUTTING IT ALL TOGETHER HD CROSSOVER BOX
Here you can see each design element working together to communicate in the Better Built voice.
The HD series is the highest quality, most feature-rich truck tool box line on the market. HD truck tool boxes are built with many extra features above and beyond our other product lines. Part# 37234810 shown
HD CHEST BOX
HD TOP MOUNT BOX
HD SIDE MOUNT BOX
HD UNDERBODY BOX
Part# 37224211 shown
TWO-LID COMBO TANK Part# 37224211 shown
T-TOP TANK
Part# 29221497 shown
Part# 37224285 shown
Part# 37224238 shown (Deep & Wide available)
Part# 37234829 shown
HEAVY DUTY TRANSFER TANKS
36 – 100 Gal. available
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AL L TOGETH E R N OW
features Easy Transport of Non-Flammable liquid Overfill Restriction/Automatic Shutoff Constructed of Extra Heavy Weight Tread Plate Aluminum or 14 Gauge Steel Lockable Cap and Coupler Flush Mounted Dual 2” Reinforced Bungs
Reinforced Pump Mounting Location Fully Welded Mounting Brackets Includes a Mounting Kit Baffles Add Strength While Preventing Contents From Shifting
SHOTGUN LATCH ELITE SERIES
QUANTUM© ACCESSORIES
Designed entirely in-house, Bett er Built spared no effort to fashion the Shotgun Latch Elite Series into our most fully realized Aluminum Truck Tool Box.
Expand and enhance your Quantum Rack storage system with optional accessories, including our Cargo Lock, Box Mount, Cleat Tie-Down Kits and Headache Rack Insert.
FEATURES Fits most full-size and compact trucks
Installs in 4 easy steps and bolts
Top rail width fully adjustable to fit
together with stainless steel hardware
most any truck
Durable Quantum Silver™ or
Built in accessory track allows for
Matte Black powder coat finish
ease of mounting optional accessories
Handles loads up to 800 lbs
Q UA NTUM S ILVER
SHAKE OR “NO SWAY AT ALL ”
MATTE BLACK
QUANTUM SILVER
“Once assembled, putting racks on and taking them off is very simple and quick. They are very stable once installed and do not shake or sway at all. 800 lb. load capacity! Need I say more?” - Bryan
Walmart.com
Fully Adjustable
P a r t # 2 9 710 69 2 CLEAT TIE-DOWN KIT
GLOSS BLACK
he SLE series of boxes is the newest generation of the Better Built truck tool box. The front facing, quick-pull trigger style latches make it easy to open the box from the side of your truck while providing a more secure locking system.
THE QUANTUM© RACK
BOX MOUNT KIT
BRITE UNCOATED
T
CARGO LOCK KIT
P a r t # 2 9 710 69 1
AVAILABLE FINISHES:
FEATURES
Secure additional cargo with D-Ring mount points
[ NEW ] MATTE BLACK
Find everything you need— even in low light
Get organized with our Multi-Divider System
Enjoy easy clean-up with a washable interior liner and drain
6 3"
24 ½" M a x C a p a c i ty : 8 0 0 l b s . D i m e n s i o n s : 6 3" x 24 ½" x 1 5 ½" Q u a n t u m S i l v e r P a r t # 2 9 71 0 69 0 M a t t e B l a c k P a r t # 2 9 71 0 6 8 8
P a r t # 2 9 710 69 3 HEADACHE RACK INSERT
SLE LOW PROFILE DEEP CROSSOVER BOX The newest generation of Better Built truck tool boxes, the Shotgun Latch Elite Series has an end opening quick-pull latch system for maximum security and convenience.
1 5 ½"
Part# 77213013 shown
QUANTUM© RACK FEATURES
SLE SIDE MOUNT BOX The perfect storage solution for extra items that may not fit in your crossover truck box. The sidefacing lid allows for easy access from the bedside, and leaves plenty of space in your truck bed for storing other items. Includes integrated LED light.
Part# 29210689 NO-DRILL MOUNTING
ADJUSTABLE CROSSBARS
HEAVY DUTY DESIGN
STURDY SADDLE
Part# 77013089 shown
QUANTUM© RACK
Daws BetterBu i lt.com
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WORK OR PLAY. TO A HIGHER STANDARD.
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Part# 77213062
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70" SLE Shotgun Latch Box, Gloss Black 4
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PATENTED SELF-ADJUSTING STRIKERS Our patented self-adjusting strikers ensure your lid closes securely, every time.
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PATENTED DUAL LOCKING SHOTGUN LATCHES Stylish industry exclusive locking shotgun latches allow you to lock or unlock your box from either side. Each features a durable chrome finish.
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INTERIOR ORGANIZATION WITH WASHABLE LINER Four removable dividers offer myriad storage combinations, and a removable, washable liner keeps the interior clean and scratch-free.
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D-RING MOUNT POINTS D-Ring mounts add points to secure light cargo.
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INTERIOR LIGHTING The stylish interior LED lighting makes finding items a snap, even at night.
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m For over two decades, we’ve taken pride in our products and dedication to excellence. Innovation, quality products, customer service and a philosophy of responding to our customers’ needs are among the many reasons Better Built has become a leader in the truck accessory aftermarket industry.
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For customer service or warranty information, contact Better Built at 888.294.6201 or visit DawsBetterBuilt.com.
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Simply put, Better Built means a higher standard in everything we do.
Learn more at DawsBett erBuilt.com
SLE SERIES Low Profile Deep Crossover Tool Box Gloss Black
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Copyright Š 2017 Daws Manufacturing Company, Inc. All Rights Reserved. This manual may not be copied, photocopied, reproduced, translated, or converted to any electronic or machine-readable form in whole or in part with out prior written approval of Daws Manufacturing Company, Inc.
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