I N T R O D U C T I O N
T O
O U R
B R A N D
H A R O
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H A RO M T B BR A N DI NG STA N DA R D S
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This book is a guide to the values and communications of the Haro Mountain Bikes (Haro MTB) brand. It gives details on how to use words and images that will help express and support Haro MTB, and create professional communication materials that will build the Haro MTB brand. By following this guide, we help define Haro MTB for our customers and partners, and assist in defining a space in our industry at large. Equally important, we help customers and partners recognize, differentiate, and remember our brand. In some cases, this guide provides explicit rules on how to use—and how not to use—various elements. But overall, it offers a framework for making and evaluating creative decisions. Our values should be evident wherever Haro MTB is encountered—whether online, on paper, or in person. If we follow these guidelines consistently, the brand will grow strong enough to attract people, encouraging them to look positively on our products and services themselves.
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In order to get something, you need to give something. If we give a positive, authentic and truly unique brand experience to potential customers, they will give us their trust and purchase our products. Building this brand experience is vital to the success of Haro Mountain Bikes. It reflects the message and tone to be captured in all communications, from advertising and educational collateral to websites and packaging. Thus, when people encounter Haro’s brand, they are aware of the positive characteristics for which it stands, and feel they already know who we are and what unique value they can count on our company to deliver. Consistency is essential to maintaining this image while Haro reintroduces itself to the Mountain Bike community and welcomes new mountain bike enthusiasts to the fold. While this guidebook details our brand values and communications, and gives specific instruction on how to use words and images that will help the organization to express and support these principles, it should not limit the innovative and forward-thinking ingenuity upon which Haro Mountain Bikes were built. In turn, it should inspire your organization when deploying our brand by establishing useful parameters without restricting creativity. We urge you to adopt the new guidelines as soon as is practical in order to signal an established and unified organization worldwide. The more often these characteristics are communicated, the more value it conveys to all our current and potential customers. The Creative Bar along side with Haro MTB hope that these guiding principles will prove useful and convenient to use, as we believe they will help your organization create the best and most consistent communications possible for the Haro MTB brand. Sincerely, Justin Lawler - Creative Director The Creative Bar
Brand Posi tion brand person a l it y com m un ication st yle resource ce n t er
Where our brand is perceived in the mind of the target audience relative to their preferences, the competition and prevailing marketplace conditions are key to a successful brand. In this chapter our brand position will take shape. • Creating a Brand Position
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• Brand Position Statement
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• Our Tagline
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Capturing HARO MTB’s personality in our marketing communications allows the audience (customers, peers, investors, board members) another means of recognizing our brand. The personality should be captured in the words we use in all our marketing for HARO MTB. This chapter focuses on the written components, including key words (what we say), tone and manner (how we say it), and writing tips to maximize impact. • Brand Persona
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• Key Words
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• Tone and Manner
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Our identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come together to create a distinctive look and feel to make the HARO MTB brand instantly recognizable. This chapter will guide you through the core elements, assisting you in designing and producing compelling communications. • Logo
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• Logo Do Nots
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• Application
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• Color Palette
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• Fonts
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• Picture Style
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• Frequently Asked Questions
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At the heart of the Haro MTB brand is the desire to restore the original spirit of mountain biking to the industry—the excitement of riding purely for fun and recreation. By questioning the preconceptions of mountain biking consumers and exposing the commercialized line of thinking forced upon them in recent years, we aid riders in distinguishing value from pretentiousness. With a simple, yet hedonistic zeal for the thrill of a great ride, our message is simple—“refuse to follow.” In turn, Haro MTB attracts novices and veterans alike with aesthetically striking bikes equipped with all the necessities of an exceptional mountain biking experience, but at an affordable cost.
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cre at ing a brand posi tion using our brand posit ion
Developing our brand position means creating a definite stance on how
saturated with competition on both entry and expert levels, each clinging
Haro MTB is perceived concerning competitive alternatives in the mind
closely to the same tactics, look, and feel as their rivals. This makes it
of our current and potential customers. It is the sum total of our brand
all the more important to establish a clear and distinct brand position
essence, brand promise, brand archetype and brand personality, giving
in order to communicate an intentional and decisive differentiation
our intended positioning greater depth. The mountain biking industry is
between Haro MTB and our competitors.
Our brand position has been captured as a statement that vividly describes who we are and what we are promising our audience. While the public will never see this statement (consider it a private handshake among all of us, the builders of the Haro MTB brand), it will be felt and experienced by our audience. The words comprising our brand position statement have been carefully selected — they represent attributes common to Haro MTB. For more on key words see Section 2 page 15.
must hav e s
• Create and emphasize aesthetics over innovation • Sustain a price point that is attainable and relevant to a mid-level market • Target introductory and novice demographics while still maintaining relevance and a presence in the professional industry to uphold credibility • Communicate value by educating the consumer on what is and is not a necessity for their riding purposes • Provoke change in the thought process of the consumer to consider Haro as a viable option when purchasing a mountain bike • Pull from the spirit of BMX and maintain a coexistence within the Haro Bikes brand and “Dare to be Different” core philosophy
All successful companies have a strong foundation of who they are and who they want to be as a company. Implementing a brand position will help the public get a sense for this foundation.
our brand posi tion
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Haro MTB is the creator of eye-catching mountain bikes that remain affordable while refusing to sacrifice quality. Taking inspiration from Haro’s heritage in BMX, each bike features a striking design that “dares to be different.” Unlike its peers in the mountain bike segment though, Haro MTB maintains performance capabilities well beyond its price range. Haro MTB wishes to challenge consumer mindset in the industry to return the focus of mountain biking to a free-spirited and unencumbered source of outdoor entertainment, rather than an expensive and pretentious sport consumed by status. 9
tagl ine Suc c es s f ully Accom plis he s
Our tagline “Refuse to Follow” is a phrase that accompanies our brand name to quickly translate our positioning and brand identity statements into a single line that means something to consumers. Our tagline is meant to provide consumers with an indication of our brand and its market position in just a few memorable words.
• Reflects the brand’s personality and motivation • Invokes change in the mindset of the consumer • Expresses our brand position simply and publicly • Creates cohesion with the BMX brand • Provides dual meaning and call to action for both the Haro MTB brand and its consumer
Taglines are increasingly important as a means to carry our brand identity where our logo can’t go, like our e-mail messages, text ads, voicemail greetings, and other non-visual communication channels. In those environments, our tagline becomes the single transmitter of our business’ brand position.
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B R A N D
I D E N T I T Y
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Capturing Haro MTB’s personality in our marketing communications allows the audience (Customers, Competitors, Dealers & Distributors) another means of recognizing our brand. The personality of our products and our service should be captured in the words, imagery and graphic treatments we use in all our marketing for Haro MTB. This chapter focuses on the written components, including keywords (what we say), tone and manner (how we say it), and writing tips to maximize impact.
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the same uninhibited commitment to amusement and nonconformity. Unlike its
brand name. In turn, we strive to be thought-provoking and incite change in industry
competitors, Haro MTB believes the enjoyment of your ride and appreciation for
consumerism, creating a stronger community amongst our patrons.
pe r son a k e y di f f e r e n t i a t ion s
• Fueled by the spirit of all segments of bike riding—over status, cost or competition • An industry leader in BMX, known for our commitment to pave our own way
p roduct k e y dif f ere n t iat ion s
our brand person a
the sport of mountain biking should in no way be associated with a price tag or
del ivering our person a
Stemming from a longstanding history in the BMX industry, Haro MTB encompasses
• Unique aesthetics • Value driven (high quality for minimal cost)
When writing our respective marketing communications, employ disruptive techniques and provide new information to enlighten consumer beliefs concerning purchasing decisions:
• Why are the leading brands of the industry significantly more expensive when their components vary only slightly?
• How can Haro MTB creatively challenge the customer’s purchasing habits to invoke the thought of change?
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brand posit ion (wi th keyword s) Haro MTB is the creator of eye-catching mountain bikes that remain affordable and refuse to sacrifice quality. Taking inspiration from Haro’s heritage in BMX, each bike features a striking design that “dares to be different.” Unlike its peers in the mountain bike segment though, Haro MTB maintains performance capability well beyond its price range. Haro MTB wishes to challenge consumer mindset in the industry to return the focus of mountain biking to a free-spirited and unencumbered source of outdoor entertainment, rather than an expensive and pretentious sport consumed by status.
k e yword de fi ni tions Affordable: the ability to be purchased without unacceptable difficulty When we write about our personality, we are writing about what makes us unique. What sets us apart? What are our unique traits and characteristics?
Refuse: to declare a decision or intention not to do something Quality: the general standard or grade of something
What do we want our target audience to know about our product as a whole?
Heritage: something that passes from one generation to the next in a social group, e.g. a way of life or traditional culture
Simply stating our tagline “Refuse to Follow” is only part of the process. As
Striking: attracting attention, especially in an impressive or unusual way
previously discussed in Chapter 1, the claim we make must be authentic,
Performance Capability: the capability of a technological system to perform as intended
believable and desirable—that is where the words surrounding and leading up to the tagline come into play. Our brand positioning statement is a great resource when considering which words to use to express our organization in writing. The words comprising the statement have been carefully selected—they reflect the personality of Haro MTB by representing attributes common to the product.
Challenge: to call something into question by demanding an explanation, justification, or proof Free-spirited: independent and not constrained by convention Entertainment: the action of providing or being provided with amusement or enjoyment Pretentious: attempting to impress by affecting greater importance, talent, culture, etc., than is actually possessed 15
tone and m an ner
If Haro MTB truly wishes to change consumer mindset concerning
them to reflect on the pleasurable qualities of the ride and distinguish the
their purchasing decisions in the industry, then we must challenge our
difference between what is necessary and unnecessary to accomplish
consumer to question their current assumptions and identify the priorities
those.
of their riding experience. When speaking to a consumer, encourage
Incorrect: “Our bikes are really good for the money.”
Incorrect: “Haro MTB bikes are innovative.”
Correct: “While there are many innovative brands and products on
Correct: “Haro MTB offers the best value because its bikes are just as
the market today, the majority of their features are unnecessary for the
innovative as many of the leading brands, but without the pretentious
average rider, and priced accordingly. Haro MTB bikes offer everything
price tag.”
you actually need for the trail, and we look pretty damn good doing it.”
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t ip s w h en wri ti ng • Question the superfluous nature of the MTB industry • Emphasize the original purpose and spirit behind the sport • Highlight the distinctive aesthetics of our bikes • Reinforce the quality of our products in comparison to price • Inject entertainment and eccentricity to provoke thought and change 17
People have personalities. Brands have personalities. If you want to do good business by building a successful brand, you must be skillful about matching your market with your brand. As both a face and a function, archetypes reveal how a brand shows up in the world, how it is motivated and what triggers it. Very simply, archetypes can facilitate the understanding of a brand, and identify why it attracts certain customers. You then attract those customers when your brand is congruent with an archetype that is either dominant or emerging in their consciousness.
Archetypes help guide brands in telling their story within their industry and within society. Archetypes also help create the personality for the brand. This personality will be something people can relate to and see value in as they get to know the company.
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w ho H aro m t b is The Hedonist seeks to find the good things in life. Motivated by a massive
The Rebel is a force to be reckoned with, representing the voice that’s had
appetite for all that is pleasurable, the hedonist indulges in the sensual and
enough. The Rebel is a key to social change and acceptance as a harbinger of
the sexual. Meaning is found in the expression of the physical joy of being
fresh perspectives, new outlooks, aspirational change and awakening. A rule
human. With an attractive personality, the Hedonist is generally uncomplicated,
breaker, the Rebel challenges convention by questioning the status quo and
independent, witty and generous, and it celebrates living in the moment.
pushing the envelope. With bold leadership, courage and power, the Rebel helps to dispel others’ fear of victimization.
w h at h aro m tb doe s The Creator has a passionate need for self-expression, to be a cultural pioneer. Creating offers a means of dealing with how out of control the world seems. The Creator is highly imaginative, with a developed sense of the aesthetic. This archetype often appears in environments that are reflective of good taste and a unique point of view. The Creator notices and acts upon the need for innovation, invention and reinterpretation. Believing in the value of inner expression, the Creator is dedicated, hardworking and achievement oriented.
how h aro m t b doe s i t The one-word description for the Caregiver is altruism: the unselfish concern
Joyfully living in the moment, the Jester seeks to lighten up the world. Able to
and/ or devotion to nurture and care for others. This archetype is motivated to
bend perspective, twist meanings and interpret events and people in surprising
provide reassurance, service, advice, listening and an open heart to support
ways, the Jester can speak truth to those in power. The Jester appreciates
the welfare of others. The Caregiver is compassionate, generous, efficient,
beauty, change, surprise and wicked intellect. Known for exuberant antics,
self-sacrificing, patient, highly competent and an excellent multitasker. Able to
the Jester transcends tradition, convention and societal norms. Boldly original,
find the silver lining in any cloud, the Caregiver remains calm in a crisis, makes
irreverent and mischievous, this archetype sees life as a wild and crazy
friends with everyone, and radiates the lightness of optimism.
playground of opportunity.
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C O M M U N I C AT I O N
S T Y L E
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Our identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come together to create a distinctive look and feel that makes the Haro MTB brand instantly recognizable. This chapter will guide you through the core elements, assisting you in designing and producing compelling communications.
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our logo
The Haro Bikes logo is an iconic one that has remained unchanged for decades. It is important that Haro MTB pays homage to this legacy, while also maintaining its own identity. For this reason, our logo retains the shape of our parent brand, with colors and strapline reflective of our own segment. This divergence, while mild, captures the attention of our consumers and builds excitement and buzz around our brand image.
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The preferred Haro MTB logo is the full color version combining the specified colors listed to the right. Different media and printing specifications require
f ull color
websafe RGB equivalents are listed beneath each color.
PANTONE 5545c
BLACK
C
74
C
0
M
41
M
0
Y
64
Y
0
K
24
K
100
Web-safe RGB R:68 G:106 B:91
Web-safe RGB R:0 G:0 B:0
HEX #44695b
HEX #000000
k e y com pone n ts
different interpretations of the logo type colors. The pantone, 4-color, and
• Icon • Name
The logo is the face of the company. When a client sees the Haro MTB logo there should be a unique, comforting, feeling towards it. This feeling then translates to the company.
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may be used. This version is ideal for screen printing or embroidery.
one color - black and w h it e
one color
When the occasion calls for a vector flat version, the above option
When the occasion calls for black and white application, such as a newspaper ad or faxable stationery, the option above may be used.
for prin t
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1.20”
cle ar s pace
1.875”
for web
52px
To ensure legibility and recognition, and to prevent any obstruction of the lgo mark, a protected area is preserved around the logo. This clearance 80px In some instances, the Haro MTB logo may need to be reduced
area should be no less than the height of the “MTB” as indicated in the diagram above.
to fit within a small space. To ensure proper legibility of the logo, please adhere to the above minimum size requirements. To ensure the best possible reproduction and legibility, unless necessary the logo should not be reduced smaller than the sizes shown above. 25
logo do nots
Please adhere to the following logo guideline when using the Haro MTB logo in application. For examples of correct logo usage, please refer to application example on the next page.
Adhere to approved brand colors. Icon colors should never be
Do not stretch, skew, or distort logo in any fashion. Size proportionately
altered. However, “Haro MTB” can alternate between black or white
to fit desired area. Please see minimum approved sizes for web and
for legibility purposes. Please refer to page 25 for approved colorway.
print on page 25.
The Haro MTB icon must never be rotated independently from “Haro
The distance between the Haro icon and “Haro MTB” should never
Mountain Bikes”.
be increased or decreased.
H A RO M T B BR A N DI NG STA N DA R D S
Never outline the logo to help it stand out.
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Never remove the strapline as to not confuse Haro MTB with Haro Bikes.
Do not add elements to the logo.
Do not place the logo on similar values. In the event the logo is layered over a photo for the purposes of advertising or communications, place the logo in a neutral, uncluttered space. 27
application
The following sample applications demonstrate how the visual elements presented in this logo can work together to create a distinct and memorable presentation for the Haro MTB logo. Consider these samples as simply that – samples – to guide creative efforts and streamline development of our marketing.
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Please design Web Banners working in RGB Mode and with a 72 dpi resolution. If there is any embedded video, please use a low resolution.
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balanced with entertaining, bold tones that reflect our disruptive position in the industry. Our primary palette features deep greens, blues, black and grey to complement the outdoor aspect of our industry. These also create a great backdrop for fun pops of our support palette colors—both a bright orange and nearly sky blue. In contrast to our primary palette, these colors stand out, representing our commitment to the enjoyment of the sport, and our refusal to blend in with the
C
5545c 7545c COOL GRAY 7c
BLACK
74
C
76
C
42
C
0
M
41
M
60
M
35
M
0
Y
64
Y
44
Y
35
Y
0
K
24
K
25
K
1
K
100
Web-safe RGB R:68 G:106 B:91
Web-safe RGB R:68 G:84 B:101
Web-safe RGB R:155 G:154 B:154
Web-safe RGB R:0 G:0 B:0
HEX #44695b
HEX #445465
HEX #9b9a9a
HEX #000000
support pa le t t e
crowd. The combination of all of these colors allow for bold ads and eye-catching bike aesthetics.
m ai n pa lle t e
color pa l e t t e
Haro MTB’s color palette consists of a carefully selected blend of hues inspired by nature,
C
7578c 638c 8
C
73
M
71
M
11
Y
97
Y
7
K
0
K
0
Web-safe RGB R:227 G:108 B:44
Web-safe RGB R:10 G:173 B:217
HEX #e36c2c
HEX #0aadd9
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chosen for Haro Mountain Bikes is based on the characteristics of the brand and its audience. Each font is modern and fun, reinforcing the return of our consumer’s focus to the spirit of mountain biking itself. These typefaces are highly legible, leaving room for grunge applications and other
FA I R V I E W
Grunge is to be applied to all headers, when applicable. Apply any of the approved brand colors.
subhe aders
All caps.
carton
All caps Size: Contingent on space available Tracking: 100 Apply any of the approved brand colors.
body copy and ca llouts
effects reflective of a bold action sport.
he aders
fon ts
Type is important because it helps convey the mood and personality of the brand. The typography
Akzidenz Grotesk (Roman)
Body CopySize: 9pt CalloutsSize: 7pt Leading:12
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m a in photograph y styl e
While product shots may vary based on application, Haro MTB’s action photo style should remind riders of their original intent when choosing to ride mountain bikes — whether it be a fun form of fitness or a beautiful view. Our imagery should capture the experience of a ride, emphasizing that without the bike, this feeling or encounter could not have existed. We must be careful, though, to highlight the Haro MTB brand without exploiting our company to the extent of other popular MTB brands, who have lost sight of the spirit of the sport. Below are some specific guidelines to help us achieve this effect:
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Sub ject M at t er
• Single riders, multiples, or groups must always be in contact with their bikes. • When featuring multiple subjects, the photo should focus on a clear leader of the group. • Subjects should dress in casual attire only. No rider should be depicted in full riding gear or a uniform. • Brand focus must be limited. Any visible brand name should highlight Haro, but not place any prestige or focus on clothing, gear, or parts companies. • Photos should not feature extreme obstacles or stunts. Potential consumer can aspire to ride as well as the photo subject, but the level of riding should not appear unattainable to someone riding on the weekends for hobby.
• All pictures should depict a natural setting. • All pictures should emphasize the Haro MTB experience — a destination or feeling one could not have attained without the bike. S ce ne
H A RO M T B BR A N DI NG STA N DA R D S
• Some pictures should leave expansive space for text (subject matter is not centered.) • Some pictures should feature subjects or backgrounds that are not distracting for the use of logo overlays (landscapes, photo subjects in the distance, etc.)
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W ho should us e th is gu ide ? This guide is intended for all Haro MTB employees and their creative vendors, especially those businesses marketing the organization.
W h er e can I ge t e l ectronic art work of the Haro M T B logo? The Haro MTB logo and tagline artwork can be emailed to you by Haro MTB. Please contact Haro MTB at 760-599-0544 and 800-289-4276 or www.HaroMTB.com
f re que n tly a s k ed que st ion s
Can I use th e H aro M TB logo without the ir perm is sion ? Yes, although any application of the Haro MTB logo should follow the graphic standards set forth in this guide. Haro MTB asks you to carefully consider how you intend to use the logo — does it reinforce the organization’s brand position? Consult with Haro MTB if you have questions about the appropriateness of your planned logo application.
Ar e there ti m e constra i nts on using the graphic standards ? No. Applying these graphic standards in a consistent manner over time will help develop a recognizable brand for the organization.
Can I use th e brand posi t ion ing stat e m e n t a s copy in m y m ark e t ing materi al s? Using the brand positioning statement copy (or portion thereof) is not recommended. The statement was written for an internal audience of the Haro MTB organization members and marketers.
W h er e can I ge t th e p hotography and other e le m e n ts us ed in the br and standard s guide? Some items in this guide can be provided by the Haro MTB organization. Others might require purchase from a third party. Contact the Haro MTB marketing department for more details.
Your H aro M TB contact If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact the Haro MTB marketing department at 760-599-0544 and 800-289-4276 or www.HaroMTB.com
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www.harom t b.com