Asics brand guidelines by Dan.ev

January 2015

Brand Guidelines

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Brand Guidelines Asics

January 2015

Brand Guidelines

Mission Statement

“We base our identity on efficiency, to show that we are in control. We are here to encourage and incite you. To develop and grow with you. We listen and emphasize. We produce and supply. Asics is quality, and quality is Asics”

Mission Statement

Asics

January 2015

Brand Guidelines

Intro

Asics brand guidelines are set in place to provide the user with a consistent and concise identity through out all platforms. A strong identity builds upon creating a strong brand personality.

Intro

Asics

January 2015

Brand Guidelines

Contents

Logo Height

Typography: Font

Logo: Position

Typography: Weight

Logo: Isolation

Typography: Colour

Logo: Misuse

Tone of Voice

Colour

Imagery

Asics

January 2015

Brand Guidelines

Logo Height

Logo Height The logo has been designed so that it can be used across all platforms. The logo has no maximum size but should never be sized below 10mm in height. On the web the logo should never be sized below 30pixels deep.

速 10mm

Logo: Height

Asics

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January 2015

Brand Guidelines

Logo Position

Logo Position When appearing on the page the logo should always appear in the centre, either at the top or the bottom. This should be applied across all platforms.

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Logo: Position

Asics

January 2015

Brand Guidelines

Logo Isolation

Logo Isolation The Logo must always have space surrounding it, to keep it from becoming cluttered or interfered with. The space each side should be equivalent to 1/10 of the width. The logo below has a 1cm width, so the space on each side should be 10mm

0.10x

速 0.10x x

Logo: Isolation

Asics

January 2015

Brand Guidelines

Logo Misuse

Logo Misuse The logo needs to stay consistent across all platforms. Therefore it should never be stretched, Coloured with a stroke, placed in a frame or given a drop shadow.

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速 X Stretched

X Stroke

速 X Frame

Logo: Misuse

Asics

速 X Drop shadow

January 2015

Brand Guidelines

Colour

Colour There are five colours which can be used across the board, and these colours build upon the brands identity and make it instantly recognisable. Excluding the examples in these brand guidelines the five colours should never be used all on the same page. There should only ever be two of the colours used together.

Colour

#F0E91D

R: 240 G: 233 B: 29

C: 9% M: 0% Y: 96% K: 0%

#FFFFFF

R: 225 G: 225 B: 225

C: 0% M: 0% Y: 0% K: 0%

#000000

R: 0 G: 0 B: 0

C: 0% M: 0% Y: 0% K: 100%

#2CBCB9

R: 44 G: 188 B: 185

C: 70% M: 0% Y: 33% K: 0%

#AD2B70

R: 173 G: 43 B: 112

C: 32% M: 96% Y: 29% K: 3%

Asics

January 2015

Brand Guidelines

Typography Font

Typography: Font The font used is called Avenir. It’s bold, sharp and creates a sense of efficiency. When advertising the font should only ever be used in italics. Asics is fast pased, we develop and preform at a level that keeps us in the eye of our competitors, our font reflects this.

Avenir

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !"#$%&'()*+,-./:;<=>?@[\]^ _`{|}~¡¢£¤¥¦§©«® Typography: Font

Asics

January 2015

Typography Weight

Brand Guidelines

Typography: Weight Avenir comes in 6 different weights, as well as italics. Block Oblique, Medium Oblique and Light Oblique are the weights that are used consistently within the Asics brand. In advertising Black Oblique should only ever be used.

Black Oblique

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz !?#@:;+=””()

Medium Oblique

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz !?#@:;+=””()

Light Oblique

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz !?#@:;+=””()

Typography: Weight

Asics

January 2015

Typography Colour

Brand Guidelines

Typography: Colour If the colour of the font is to be changed it should always be accompanied by a coloured backdrop, examples below. Main headers should also always have a colour backdrop. See the Image page for more info.

Asics: Typography Colour Asics: Typography Colour Asics: Typography Colour Asics: Typography Colour Asics: Typography Colour Typography: Colour

Asics

January 2015

Brand Guidelines

Tone of Voice

We are efficient, in control and insightful. We develop and grow with our audience in mind. Therefore our tone of voice should engage, incite and test.

Tone of Voice

Asics

January 2015

Brand Guidelines

Imagery

Imagery Images used should always feature a focus point, with a blurred background. When placing text over an image it should always be Black Oblique with a colour backdrop.

Headers are always oblique

Imagery

Asics

January 2015

Brand Guidelines

Pattern

Pattern The Asics pattern can be used across all platforms when necessary. There is no rules to how the pattern can be used, but it should never over shadow the text, or the information on a page. When using the pattern, the page should never looked cluttered.

Pattern

Asics

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