AVIA Brand Standards by AVIA

Brand Standards 2013 Edition

AVIA Brand Standards Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 AVIA Logo and Other Graphic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

AVIA Main Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Innovation Since â&#x20AC;&#x2DC;79 Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Performance Stripe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

AVIA Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 AVIA Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 AVIA Photography Treatment and Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 AVIA Print Design and Layout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

AV IA BR AND STAND ARDS

Welcome to the AVIA Brand standards We created this updated usage guideline for AVIA to help you with all the logo changes that have been happening around the brand. This guideline will help you use all the brand elements in a consistent way to maintain the strength of the brand and help tell the AVIA story around the world. These elements give the brand a new dimension and help to communicate the AVIA story in a way that is authentic to the core consumer and to the everyday athlete. Each branding element is included and the usage will be explained so you will be able to apply these in a confident and consistent manner in any application. Thanks. The AVIA marketing team.

AVIA logo and other graphic Elements 7

AV IA BR AND STAND ARDS

AVIA Main Mark This is the AVIA main mark, it is to be used as the main logo to represent the AVIA brand. It is always the preferred version for all applications. The AVIA main mark is to be used in all marketing, footwear and apparel, and any other related communication around the AVIA brand. The AVIA main brand mark is a custom mark created specifically for the brand.

These alternate versions of the AVIA main mark can be used in 2-color applications, on a white background or any colored background or image, excluding black.

Minimum height of the AVIA main mark and its variations is .375â&#x20AC;?. 0.375â&#x20AC;? high

For maximum impact and instant recognition, the mark should not be crowded by other visual elements. Adequate clear space should be left around the mark so that its prominence

Clear Space

is not compromised. In no instance should a line of text or any other visual element overlay the mark. The illustration to the right gives a visual guide for providing the necessary clear space. Use the height of the bolt to maintain a good ratio of clear space around the mark. When placing the main mark you need to center the whole mark to the AVIA text, not the AVIA text and the bolt.

AV IA BR AND STAND ARDS

These alternate versions of the AVIA main mark can be used in 2-color applications, on a white background or any colored background or image, excluding white.

Minimum height of the AVIA main mark and its variations is .375â&#x20AC;?. 0.375â&#x20AC;? high

For maximum impact and instant

Center Line

recognition, the mark should not be crowded by other visual elements. Adequate clear space should be left around the mark so that its prominence

Clear Space

AV IA BR AND STAND ARDS

AVIA Main Mark Usage Donâ&#x20AC;&#x2122;ts Do not alter the AVIA main mark in any way. When using the mark, make sure you do not change the color of the mark, add an outline around the mark, skew the mark, or rotate it in any way.

AV IA BR AND STAND ARDS

AVIA Innovation Since ‘79 Mark This is the AVIA Innovation Since ‘79 mark, it can be used when we want to remind people that the brand has a rich heritage. The AVIA Innovation Since ‘79 mark is to be used in all marketing, footwear and apparel, and any other related communication around the AVIA brand. The AVIA Innovation Since ‘79 brand mark is a custom mark created specifically for the brand.

Minimum height of the AVIA Innovation Since ‘79 mark is 1”. 1” high

When placing the Innovation Since ‘79 mark, use the height of the “i” to maintain a good ratio of clear space around the logo, as shown here. Do not deviate from this ratio.

Clear Space

AV IA BR AND STAND ARDS

Minimum height of the AVIA Innovation Since ‘79 mark is 1”. 1” high

When placing the Innovation Since ‘79 mark, use the height of the “i” to maintain a good ratio of clear space around the logo, as shown here. Do not deviate from this ratio.

Clear Space

AV IA BR AND STAND ARDS

AVIA Innovation since ‘79 Mark Usage Don’ts Do not alter the AVIA Innovation Since ‘79 mark in any way. When using the mark, make sure you do not change the color of the mark, add an outline around the mark, skew the mark, or rotate it in any way.

AV IA BR AND STAND ARDS

AVIA Performance Stripe Mark This is the AVIA Performance Stripe, and it can be used in both horizontal and vertical instances. This mark is best used on printed material or in a situation where you need a horizontal or vertical graphic branding. The AVIA Performance Stripe is to be used in all marketing, footwear and apparel, and any other related communication around the AVIA brand. The AVIA Performance Stripe is a custom mark created specifically for the brand.

These alternate versions of the AVIA Performance Stripe can be used on a white background or any colored background or image, excluding black.

Minimum height of the AVIA Performance Stripe is 0.375â&#x20AC;?. 0.375â&#x20AC;? high

When placing the AVIA Performance Stripe, set the main logo left of center in horizontal use, and lower than center

Center Line

when used vertically. Also, use the height of the larger stripe to maintain a good ratio of clear space above and below the mark, as shown here. Do not deviate from this ratio. Clear space

AV IA BR AND STAND ARDS

These alternate versions of the AVIA Performance Stripe can be used on a black background or any colored background or image, excluding white.

Minimum height of the AVIA Performance Stripe is 0.375â&#x20AC;?. 0.375â&#x20AC;? high

When placing the AVIA Performance Stripe, set the main logo left of center in horizontal use, and lower than center

Center Line

when used vertically. Also, use the height of the larger stripe to maintain a good ratio of clear space above and below the mark, as shown here. Do not deviate from this ratio. Clear space

AV IA BR AND STAND ARDS

AVIA Performance Stripe logo Usage Donâ&#x20AC;&#x2122;ts Do not alter the AVIA Performance Stripe in any way. When using the mark, make sure you do not change the color of the mark, add an outline around the mark, skew the mark, rotate it in any way, or separate the main mark from the stripe.

AVIA Color Palette 27

AV IA BR AND STAND ARDS

AVIA Color Palette The AVIA color palette is a simple set of colors that you can use for AVIA brand marketing and communication. Color consistency is as important as logomark consistency. Maintaining strong color consistency for the AVIA brand is critical to strengthening brand awareness with consumers, and maintaining a unique place in the market. The use and values of our colors within the AVIA Color Palette have been carefully considered within the logo. Please ensure that the colors and tint values are not changed or altered in any way.

PMS Black C CMYK 0/13/49/98 RGB 10/5/0 #0a0500

PMS Black C

CMYK

RGB

PMS Black C

CMYK

RGB

PMS Black C

CMYK

RGB

PMS 144 C CMYK 0/48/100/0 RGB 248/152/32 #f8971d

White CMYK 0/0/0/0 RGB 255/255/255 #ffffff

AVIA Typography 31

AV IA BR AND STAND ARDS

AVIA Typography Our written words are a lot like our shoes. The primary typeface is bold and classic, but also remains modern and functional. The primary typeface must not compete with other typefaces used in the same design; it should be the font with the most relevance. The secondary typeface is the second most important font in the AVIA branding. This typeface is to be used for non-essential but relevant information when using either the primary typeface or the tertiary typeface. It can be used to differentiate a particular word in a text body or as a subtitle. The tertiary typeface is the font that should be used in the body text of every design. This typeface is also a classic, but itâ&#x20AC;&#x2122;s also light and precise, styled to comfortably deliver clear and legible information.

BCDEFG 32

Primary Typeface Helvetica Neue Condensed Bold +25 Tracking, 48/44 pt, All Caps, Primary Color

Secondary Typeface Helvetica Neue Condensed Bold +25 Tracking, 24/24 pt, All Caps,

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Secondary Color

Tertiary Typeface Helvetica Neue Light +10 Tracking, 9/14 pt, Primary Color

Tertiary Typeface on images Helvetica Neue Regular +10 Tracking, 9/14pt, Primary Color

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AVIA Photography Treatment and Usage 35

AV IA BR AND STAND ARDS

AVIA Photography Treatment and Usage Our designs should always represent AVIA in the best way possible.

Step 1 When choosing an image, make sure that the resolution is 300 dpi or more.

Step 2 Convert the image to “Grayscale” and adjust the levels appropriately.

Step 3 Create a “Color Overlay”, using the PMS 144C color (or it’s CMYK and RGB counterparts, depending on the media), and set that overlay to “Multiply” at 100%.

AVIA Print Design and Layout 39

AV IA BR AND STAND ARDS

AVIA Print Design And Layout One way we expose consumers to the AVIA brand will be through printed design. The designs will be kept clean and simple and sticking to the AVIA color palette. Using the proper image treatment, typography, and logomarks or graphic elements, the AVIA print designs will have a clean and dramatic appearance. Here are few examples of successful designs for the AVIA brand.

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