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Table of contents Letter from the founder The brand How to use this manual The brand message Brand overview Primary identity elements Logo Logotype Signature Color palette Typography Alternative mark Positioning Minimum clear space Minimum Size Identity application Business card and stationary Environmental signage Packaging print advertising or other Web/app homepage Contact inforamation
Letter from founder Surge is a dive forecast company and brand. Its vision is to expresses everyday mobile dive forecast. When you see the Surge brand it is meant to convey a clear message of what the service offers. The design of the Surge logo is the word “Surge� with a tide chart in a unique containing shape. The tide chart helps to emphasize what the purpose of the company is, to give the current dive forecast. The mobile and web dive forecast is displayed in a simple and intuitive way, making it easy to use for users of all ages to understand and access.
How to use this manual By using this brand guide it will help solidify the over all purpose and identity behind Surge. This company was created to help aid the waterman in their quest for under the sea exploration. The manual should be used when a designer is working on Surge advertising, display and in any instance in which one wants represent the true essence of Surge. The guidelines of this book are here to properly represent Surge the right way, so please do not deviate from the manual. If one has any questions concerning the brand manual, feel to contact via the information below.
The brand message / Inspiration The inspiration for “Surge” came from the ocean terminology surge. Which it is defined as a sudden powerful forward or upward motion often characterized in the ocean. Then the idea for the design along side the “Surge” words came from a tide chart, which like surge is also something that as a diver you looks to in deciding when the time is right to dive
Brand overview The goal of Surge is to provide everyday reliable dive forecast for you local dive spot. Surge gives you the forecast on both web and mobile app, and provides the viewer with access to the current water clarity, tide, surge, water temperature, date, and a report of the overall health of the ocean every other week.
Primary Identity Elements
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Logo
Logotype
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Signature
Color palette
C-81 M-22 Y-28 K-0
C-54 M-12 Y-100 K-30
C-0 M-0 Y-0 K-100
Typography
Apple LiGothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
All design work must be used with these colors and typeface. If a bold look is needed, one is aloud to increases the stroke by 0.25 or 0.5 of type. Do not increase the type stroke any more than that.
Alternative Marks
The alternative mark as shown are intended to be used in different circumstances that the logo might be presented in. If designers would like to change anything, please call or email the with the contact information provided on the back of the book.
Positioning
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Designers should not change the color of, stretch, or rotate the logo. When the tag line is presented with the logo it should not be presented in any other way. Ideally the logo should be presented above the “Surge� text as in the photos to the left. The logo should never be shrieked to a size that in unreadable. The width of the logo should be no smaller than an inch. If the need for any alterations occur please consult the designer.
Minimum clear space 0.25 inches 3 inches
0.25 inches
Shawn Olson Founder
For current dive forecast
T: 714-743-7871 M: Shawn@Surgeforecast W: www.Surgeforecast.com
1.25 inches
Minimum size
The Surge logo should be no smaller than 1 inch. The clear space should be at least 0.25 inches. Do not shrink Surge logo any smaller than the listed size, and do not have clear space less than 0.25 inches.
Identity Application
Business card and Stationary
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For current dive forecast
22041 Cape May Lane, Huntington Beach, CA 92646 | 714.743.7871 | www.surgeforecast.com
For current dive forecast
Shawn Olson Founder
22041 Cape May Lane, Huntington Beach, CA 92646 | 714.743.7871 | www.surgeforecast.com
For current dive forecast
T: 714-743-7871 M: Shawn@Surgeforecast W: www.Surgeforecast.com
The logo should be placed in the upper middle or applied to either the upper right or left corner, of either the business card or stationary.
Environmental signage
For merchandise the Surge logo can be used in any way that the brand manual presents it in. The logo is also allowed to appear with itself multiple times or with ocean related photo or drawing that will further convey the Surge message.
Packaging Print advertising or other
For environmental signage the Surge logo must be only the forms that are presented in the brand manual. If needed the tag line can be moved but only if the movement of the tag line adds to the overall perception and presentation of the ad. For more specifications regarding signage layout please contact with information below.
Web/App: homepage
The website and mobile app should be the main focus for Surge. The web and app are the bread and butter of the company. They are used to share the current dive forecast with its users. The type of dive forecast that will be displayed is the location of the dive spots, current tide, surge, water temp, and water clarity will be listed. Also the site and app are great places to read up on the latest health studies of the ocean and buy Surge merchandise.
Contact Information
Surge Shawn Olson | Founder, Designer & Photographer T: 714-743-7871 M: Shawnolson@Surgeforecast.com W: www.Surgeforecast.com