BRAND GUIDELINES
POWERFULPURPOSEFULPRACTICAL... THE SAILFISH BRAND POSITION
1. BRAND ESSENCE • The Sailfish Promise • Brand Characteristics • Brand Pillars • Messaging & Voice BRAND AESTHETIC • Color Palette • Logo Usage • Fonts • Photography PRINTED MATERIALS • Advertising, Brochures & Direct Mail • Point of Purchase • Corporate Materials • Apparel DIGITAL COMMUNICATIONS • Email • Digital Ads • Social Media Contents4.3.2.
THE SAILFISH PROMISE INTRODUCTION
Sailfish is committed to building practical, purposeful, powerful boats that deliver a premium boating experience without a premium price tag. Our customers and dealers know that our build quality and safety are unsurpassed, and our feature sets reflect intentional choices born of deep expertise. With our strong fishing heritage, we are passionate about empowering anglers for success while recognizing that those anglers deserve the comfort, convenience and versatility to maximize their family’s enjoyment of the water.
08 STANDARDSSAILFISHBRAND CHARACTERISTICSBRAND ATTRIBUTES (What the brand truths are; reasons to believe in the product) • Well-Built • Unique • Durable • Versatile • Comfortable • Practical • Reliable • Enjoyable • Accessible • Easy to Maintain • Wash-and-Go Operation • Unfussy • Solid • Safe • Spacious VALUES (What the brand stands for & believes in) • Delivering Top Quality • Excellent Functionality • Understanding Real-World Use • The Brand That Works • Attention to Detail • Thoughtful Engineering • Continual Improvement • Simplicity, Not Excess • Return on Investments PERSONALITY (What the brand is like) • Smart • Confident, Assured • Pragmatic • Practical • Purposeful • Hardworking • Thoughtful • Reliable • Approachable • Reasonable • Clear-Sighted
BRAND PILLARS METICULOUS CRAFTSMANSHIP Smart Design Boats reflect intentional choices and thoughtful planning; ergonomic helm consoles, spacious layouts, abundant storage with recessed hinges & lids, smooth-riding VDS hulls Cutting-Edge Materials Foam-filled stringer systems, Kevlar- and carbon fiber-reinforced hulls, and 100% composite materials, all expertly applied Refined Build Zero shortcuts in the production process; proven techniques and deep institutional learning; vigilant quality control and clear attention to detail Premium Components SeaDek flooring, Garmin electronics, Seakeeper stabilization, Yamaha and Mercury engines 09 STANDARDSSAILFISHBRAND STFARCMANSHIP • NFUNCTIONALITY•ADVAEGAT• For boaters and anglers seeking a premium-quality boating experience at an undeniable value, Sailfish delivers optimal versatility, comfort and functionality.
LASTING ADVANTAGE Trusted Durability Built to perform for the long haul; wood-free construction; boats hold their resale value Purposeful Features A turnkey experience; everything you need for a full day on the water (and nothing you don’t want to pay for) Easily Accessible Plumbing, electrical, mechanical and dash are engineered and installed for years of trouble-free operation and easy maintenance Right Choice, Right Service Priced lower than the competition with higher quality; knowledgeable dealers who care BROAD FUNCTIONALITY Excellent Fishability Well-placed, pro-grade features (rod holders, fish boxes, storage); boats are designed and equipped with anglers in mind; wide range of options Family-Friendly Deep freeboard and soft seating; plenty of storage space; features for comfort and entertainment; convenience throughout Superior Ride Quality Variable Degree Stepped (VDS) hulls deliver a smooth, dry ride with no pounding; stable underway and at rest Safety & Reliability Leave the dock with confidence, knowing you’ll make it back safely no matter what 10 STANDARDSSAILFISHBRAND
&MESSAGINGVOICE
For more than 35 years, Sailfish has thoughtfully designed and expertly crafted premium fishing boats that ensure anglers and families alike get maximum return on their boating investment. Built to withstand the rigors of inshore and offshore environments, Sailfish boats reflect intentional choices, cutting-edge materials and refined quality for optimal functionality and lasting durability. These aspects should be reflected in the voice used across all communications, helping to demonstrate the brand’s core identity and increase recognition.
The Sailfish voice is not... Boastful or boring. It doesn’t inflate the truth with exaggeration or jargon, but rather gets right to the point. It’s never goofy, silly or overly casual.
The Sailfish voice is... Confident, smart, truthful and approachable. It demonstrates experience and respect for its audience, fueled by a desire to educate, inform and empower.
HOW
IN COMMUNICATIONS 13 STANDARDSSAILFISHBRAND
Headlines should be confident, compelling and easy to grasp. Be efficient and use familiar words and phrases in a clear, smart way. Secondary copy should provide evidence for the claim made in the headline. It should include the details about the brand and product that are most relevant to the target customer. It should all relate back to the headline, especially the closing sentence.
Include a call to action that gives readers a next step to engage further with the brand. (Social media links, website, or similar.) TO USE TONE OF VOICE
WHAT IS OUR BRAND LOOK AND FEEL? Our aesthetic reflects our brand personality: confident, pragmatic and purposeful. Using an established set of colors and fonts ensures consistency across all platforms and helps increase brand awareness and familiarity. COLORS, FONTS, LOGOS AND PHOTOGRAPHY
The color wheel represents how much of each color should be used in proportion to the others, when the overall creative output is considered. The primary colors of the Sailfish palette are azure (bright blue), peacock (dark teal-blue), celadon (gray-green) and black. These colors convey a sense of understated strength, thoughtfulness and confidence, while also feeling approachable. Secondary colors — gray and mint green — are included but should be used only in conjunction with the primary colors.
COLOR PALETTE
An accent color — yellow — is included but should be used sparingly where a pop of contrast is needed.
17 STANDARDSSAILFISHBRAND
18 STANDARDSSAILFISHBRAND Pantone PMS 7690 CMYK 92/ 47 / 14 / 01 RGB 00 / 118 / 169 HEX #0076A9 Pantone PMS Black CMYK 50 / 50 / 50 / 100 RGB 05 / 00 / 00 HEX #050000 Pantone PMS Gray Cool Gray 10 / 7 / 4 Pantone PMS 7546 C CMYK 86 / 69 / 50 / 46 RGB 37 / 55 / 70 HEX #253746 Pantone PMS 5493 C CMYK 53 / 22 / 29 / 0 RGB 125 / 168 / 174 HEX #7DA8AE Pantone PMS 7548 CMYK 00 / 22 / 100 / 00 RGB 255 / 199 / 00 HEX #FFC700 Pantone PMS 566 C CMYK 28 / 2 / 18 / 0 RGB 182 / 220 / 211 HEX #B6DCD3 PRIMARY COLORS SECONDARY COLORS ACCENT COLOR
19 STANDARDSSAILFISHBRAND LOGO USAGE The Brand Logo can be set horizontally or stacked (as shown). In most cases, the standard horizontal logo is preferred. The stacked option may be used selectively as required by extreme vertical applications. Approved Logos, Sizing and Clear Space The Fish Icon should only be used by itself as a decorative element when the full Sailfish logo is also present on the marketing materials. Please allow an equal space around the logo so it appears clearly in all marketing materials. Standard Horizontal / Black (Preferred) Standard Horizontal / Silver Raised Optional Stacked / Black For use only when space is limited, such as extreme vertical applications Optional Stacked / Silver Raised For use only when space is limited, such as extreme vertical applications 7546 5493 Acceptable color to be used for the Sailfish logo is PMS 7546.
Use only approved brand colors Placement of Fish Icon should follow the approved standard logos Always keep “Boats” on logo No skewing, expanding or condensing the logo Fish Icon should always appear on the left side in horizontal applications
The only exception to the size of the Fish Icon relative to the word “Sailfish” and dropping the word “Boats” is in application on the boat decal itself.
20 STANDARDSSAILFISHBRAND
WHAT NOT TO DO: Logo apprears all white for the negative version; this can be used over our brand colors and images as long as it is visibly clear. Only in special circumstances may the logo be used without the Fish Icon attached. The Fish Icon must still be present somewhere on the art.
21 STANDARDSSAILFISHBRANDAaSTANDARDSBRAND CORE TungstenTYPE Bold Tungsten Black Tungsten Medium Tungsten Book Tungsten Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Sailfish is a hardworking, purposeful brand and its typography should reflect that as well. We use only confident, unfussy fonts that communicate effectively and without excess frills. Consistent use of type helps to form continuity across all communications and reinforce our brand identity. Sailfish uses 2 typefaces: Tungsten and Colfax. Specifically, Tungsten Bold and Black for headlines or where emphasis is needed; and Colfax weights Light through Black for subheads and body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890
22 STANDARDSSAILFISHBRAND USAGE: / Subheads / Copy / Captions The Colfax family is a strong, no-nonsense style that will carry the Sailfish brand into its typography. The variations within the family are vast, so Colfax can suit just about any purpose, from strong subheads to longer-form body copy to smaller captions. Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZLight0123456789 Colfax Light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZMedium0123456789 Colfax Medium abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZBold Colfax Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZBlack0123456789 Colfax abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZRegular0123456789 Colfax Black abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZItalic0123456789
Sailfish imagery tells a story through moment-driven photography. It captures the experience of using — and relying on — Saifish products for safe, enjoyable fishing and family trips. And while it shows rugged, real-world situations, the imagery is never homespun. Photos reflect high-quality production values and a smart, professional aesthetic. Defining elements are confidence, clarity, versatility and capability.
PHOTOGRAPHY
23 STANDARDSSAILFISHBRAND
Lifestyle photography depicts realistic moments when Sailfish products prove their strength and owners demonstrate confidence.
24 STANDARDSSAILFISHBRAND
25 STANDARDSSAILFISHBRAND HOW SHOULD OUR MATERIALS LOOK? PRINT AND DIGITAL COMMUNICATIONS Print and digital materials broadcast the Sailfish brand personality through clean layouts, straightforward and smart copy, and effective photography. Proper use of colors and logos helps erase any uncertainty about which brand is being featured.
These materials must be eye-catching and communicate the brand characteristics, even at a glance. Again, the consistent use of color, font, photography and messaging paints a clear picture of Sailfish and its selling points.
PRINT: BROCHURES, ADVERTISING AND DIRECT MAIL
Creative examples shown here and on the following pages are for illustrative purposes only and should not be considered final messaging or artwork.
27 STANDARDSSAILFISHBRAND
28 STANDARDSSAILFISHBRAND 96 miles from shore 18° Mahi24.01LatitudeLongitudeMahiHunt You choose to go out You have to come home sailfishboats.com THE SCIENCE BEHIND THE CATCH Heading 12 miles out 18° First24.01LatitudeLongitudeFishingTrip You choose to go out You have to come home Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque dictum risus urpis, at porttitor augue ultricies eu. In at mana et est fringilla faucib Quisque dictum risus urpis, at porttitor augue ultricies eu. In us eget ae lectus. Duis dapibus tortor sit amet arcu vulputate, ut mollis quam hendrerit. Morbi quis mi non purus posuere volutpat sed ut lectus. Checkout our full inventory @ sailfishboats.com/dealernameu Creative example shown here, shows how the logo can work with dealer logos
Lorem ipsum dolor sit go amet, conse ctetur adip iscing ras eleifend nisi quis pharetra cons ectetur hendrerit int eleifend nisi quis pharetra cons erdum sit amet non ullamcorper gravid. Interlaced Pre-Fab Foam Filled Stringers Create Structural Form to Ensure Safe and Comfortable Ride. sailfishboats.com/oursecret Center Consoles Dual Console Walk Arounds u EIGHT LAYERS OF SOLID SECURITY THREE HULLS ARE BETTER THEN ONE GET A SPINE TO HAUL IN THE BIG ONES sailfishboats.com/oursecret Center Consoles Dual Console Walk Arounds u Center Consoles Dual Console u Lorem ipsum dolor sit go amet, conse ctetur adip iscing ras eleifend nisi quis pharetra cons ectetur hendrerit int quis pharetra cons amet non ullamcorper gravid.
29 STANDARDSSAILFISHBRAND POINT OF PURCHASE MATERIALS Color, type, logo: These elements are effective in point of purchase materials, used to call attention to brand strengths and increase brand recognition. COME BACK WITH BIGGER AND BIGGER FISH STORIES
Lorem ipsum dolor sit go amet, conse ctetur adip iscing ras eleifend nisi quis pharetra cons ectetur hendrerit int eleifend nisi quis pharetra cons erdum sit amet non ullamcorper gravida sapien.
Creative examples shown here and on the following pages are for illustrative purposes only and should not be considered final messaging or artwork.
Lorem ipsum dolor sit go amet, conse ctetur adip iscing ras eleifend nisi quis pharetra cons ectetur hendrerit int eleifend nisi quis pharetra cons erdum sit amet non ullamcorper gravida sapien.
CENTER CONSOLES DUAL CONSOLE WALK AROUNDS
POWERFUL.PURPOSEFUL.PRACTICAL.
Lorem ipsum dolor sit go amet, conse ctetur adip iscing ras eleifend nisi quis pharetra cons ectetur hendrerit int eleifend nisi quis pharetra cons erdum sit amet non ullamcorper gravida sapien.
30 STANDARDSSAILFISHBRAND CORPORATE Color is downplayed in corporate materials, just enough to convey a serious tone. Email signatures should look consistent across the entire company. 7546 5493 7690 2501 INDUSTRIAL PARK DRIVE SAILFISHBOATS.COM
31 STANDARDSSAILFISHBRAND EMAIL COMMUNICATIONS Email marketing is an effective way to keep consumers connected with the brand. Email can be used as a delivery method for a variety of content — editorial, promotional, educational, or even just entertainment.
Quality of ad creative is the most important factor in ad effectiveness. Smart, well-done ads drive traffic, increase brand awareness and are a valuable component of any social media strategy.
32 STANDARDSSAILFISHBRAND DIGITAL ADS & SOCIAL MEDIA
Driving traffic to an environment that honors the brand lifestyle — e.g. dedicated content pages or social media communities — helps to foster brand loyalty and provides deeper understanding of what Sailfish is all about.
Use of Sailfish branding on merchandise and apparel must be consistent with brand standard guidelines for colors and logo usage. Keep it simple. Do not redraw, reconstruct or modify the logo in any way. Remember that merchandise is a valuable tool for increasing brand recognition and loyalty.
APPAREL
34 STANDARDSSAILFISHBRAND APPAREL COLOR PALETTE Brand colors should also be reflected in the clothes we wear. These colors make you instantly recognizable as part of the Sailfish team. Furthermore, wearing Sailfish branded colors demonstrates pride in and cohesiveness with the overall brand. EXPANDED COLOR PALETTE FOR APPAREL ONLY Expanded color palette allows for more options (specifically, neutral background colors) but still stays in range of corporate brand colors. PMSPantone295C PMSPantone3025 C PMSPantone295C PMSPantone7528 C PMSPantone566C WhitePMSPantone200C Black
www.sailfishboats.com