James Haskell Brand Guide Version 1.03
Brand Guide Contents
Brand Rationale
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Brand Values
5
Logos 6 Logo Exclusion Zones
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Logo Size & Positioning
9
Correct Logo Usage
10
Incorrect Logo Usage
11
Straplines 12 The Mosaic
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Colour Palette
18
Typography 20 Brand Assets: File Reference
Do Good Branding Info@DoGoodBranding.com +44 (0)20 7250 0291
Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG
22
Do Good Media Ltd Company no. 0679 8956 VAT no. 948 2101 30
Brand Rationale Overview
The ‘James Haskell’ brand sits at the top of the business, under which currently sits three sub-brand entities: Media, Fitness (Bodyfire) and Corporate Events. This document addresses the core ‘James Haskell’ brand and the ‘James Haskell Bodyfire’ sub-brand. A healthy lifestyle requires a combination of elements such as a balanced diet, regular exercise and using the best quality products available. This sits at the heart of the ‘James Haskell’ brand. Having proven himself in the sporting arena, the ‘James Haskell’ brand aims to share the formula of James’ success with anyone that has the self determination to live a healthy and active lifestyle. The brand expresses this philosphy through the Mosaic device and logos. These consist of individual elements that come together in an interlocked pattern, or in the case of the logos, a brand name.
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Brand Values Definitions
Accessible
Authentic
The James Haskell Brand is open We have a transparent and to everyone, no-one is excluded. honest approach to everything we are involved with.
Dedicated
Extraverted
Not afraid of hard-work, we push ourselves harder to achieve excellence.
James Haskell knows how to enjoy itself. We’re outgoing and wear our heart on our sleeve.
Energetic
Focussed
James Haskell is a highly charged and motivated brand.
James Haskell doesn’t do anything by halves, we delve in deep to any activity to ensure we provide the best products, advice and service available.
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Brand Elements Logos Primary Logo
The ‘James Haskell’ logo has been designed using a stencil style font that reinforces the mosaic theme of individual elements coming together to form one complete solution. Each component represents the ingredients required to achieve an active and healthy lifestyle.
Sub-brand Logos
The Bodyfire sub-brand logos directly reference the primary logo, either using the wordmark in it’s entirety, or using the ‘JH’ initials monogram that has been formed from the parts of the full wordmark. Please note: The TM symbol does not indicate that our trade mark is actually registered, only that it is being used as a trade mark. The symbol ‘TM’ has no legal significance in the United Kingdom.
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James Haskell Brand Guide
Logo font: This is based on the font ‘Doctrine Stencil Black’
Brand Elements Logos
Like the brand itself, the ‘James Haskell’ logo is a ‘no-nonsense’ logo. It is bold and strong and has been designed for robust use. The logo is in Pantone 432 wherever possible (1). If it appears on a dark or coloured background it should be white (2). The logo should never appear as a colour. When overlaying the logo ensure underlying elements do not show through the ‘James Haskell’ text. The ‘James Haskell’ text of the logo should be solid, unless applied to a texture or to a bottle for instance where the background will show through (3).
1
2
3
The sub-brand logo ‘James Haskell Bodyfire’ incorporates the main ‘James Haskell’ logo and should be the main logo used on all ‘James Haskell Bodyfire’ products. As with the ‘James Haskell’ logo, the same rules of use apply.
The sub-brand logo, ‘JH Bodyfire’, has a strong graphic presence, which is particularly effective when applied to t-shirts or other 3rd party branded products. This logo should always be used in conjunction with the ‘James Haskell’ logo.
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Brand Elements Logo Exclusion Zones
Always allow space for our logo to ‘breathe’. This space is referred to as the ‘exclusion zone’. Wordmark Reference Point The clear space around the logo should be at least the cap height of the ‘H’ from the logo.
Bodyfire Wordmark Reference Point The clear space around the logo should be at least the cap height of the ‘H’ from the logo.
Monogram Reference Point The clear space around the logo should be at least the cap height of the lower piece of the ‘H’ from the logo.
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James Haskell Brand Guide
Brand Elements Logo Size & Positioning
Position on the page Wherever possible our logos should be positioned in any of the four corners of a design layout. The logo should be positioned at least the distance of the exclusion zone from the edge of the page or block element it might be contained within.
Minimum Sizes The minimum sizes for our logos appear below. Where possible, the logos should be larger, to ensure visibility. The height of the logos should always remain in equal proportion to their height.
PAge Size
JH Wordmark (Min. Width)
JHB Wordmark (Min. Width)
JHB Monogram (Min. Width)
A2 – A0
25mm
25mm
20mm
A3
20mm
20mm
15mm
A4
15mm
15mm
12mm
A5
12mm
12mm
10mm
DL and smaller
10mm
10mm
8mm
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Brand Elements Correct Logo Usage
Graphite on white/light colour Where possible apply the logo in the core brand colour when used on pale backgrounds.
White out of black/dark colour If the logo is being used on a dark colour or surface, always use the white version of the logo.
White out of brand accent When using a brand accent colour, use the white version of the logo.
Graphite on white/light photo Where possible apply the logo in the core brand colour when used over pale images.
White out of black/dark photo If the logo is being used on a dark image, always use the white version of the logo.
White out of brand accent When using a brand accent colour, use the white version of the logo.
Graphite on white/light colour Where possible apply the logo in the core brand colour when used on pale surfaces.
White out of black/dark colour If the logo is being used on a dark surface, always use the white version of the logo.
White out of brand accent When using a brand accent colour, use the white version of the logo.
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James Haskell Brand Guide
Brand Elements Incorrect Logo Usage
Avoid using white logos on pale backgrounds Use the Graphite coloured logo on white or pale backgrounds.
Do not recolour the logos Only use the logos as either Graphite or white.
Avoid Graphite on dark colours If the logo is being used on a dark colour or surface, always use the white version of the logo.
Do not stretch or distort Always use all logos in the original proportions they were created in.
Avoid applying special effects Where possible use the logo file as it was originally created.
Never rearrange the logo components
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Utatiam, con perrum que qui tem ipsuntium id evelitatibus.
Do not recreate the logo using different fonts
Do not ignore exclusion zones Always leave space around the logos as per the exclusion zone guide.
Avoid rotating the logo Always apply the logo parallel to the rest of the content on the layout.
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Brand Elements Strapline Primary Strapline
Train Like a Pro.
Secondary Strapline
Everyday training, developed by professionals.
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James Haskell Brand Guide
Brand Elements Mosaic Sub-brand Logo
The Mosaic is one of our strongest Brand assets. The device enables us to communicate the ‘James Haskell’ lifestyle through use of photography, graphics, print-finishes or materials. The device is incredibly versatile due to it’s simplicity and can be realised in many different ways, in both 2D and 3D.
Print Finish Examples Spot Varnish
Foil Blocking
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Brand Elements Mosaic Mosaic: Hidden ‘JH’
Mosaic: Solid
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Brand Elements Mosaic Mosaic: Accent Colour
Mosaic: Repeat
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Brand Elements Mosaic Mosaic + Photography
Mosaic + Colour
Please Note: These are concept visuals and do not necessarily represent the final design.
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Brand Elements Mosaic Mosaic + Product Categories
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Colour Palette Primary
Pantone® Solid Coated: 432 C c m y k 65 43 26 78 r g b 51 63 72 Web # 44 4F 51 Graphite
Pantone® Solid Coated: 226 C
Pantone® Solid Coated: 228 C
c m y k 0 100 2 0
c m y k 16 100 14 42
r g b 208 0 111
r g b 137 12 88
Web # D6 02 70
Web # 8C 00 4C
Pantone® Solid Coated: 7417 C
Pantone® Solid Coated: 7620 C
c m y k 1 83 85 0
c m y k 0 95 94 28
r g b 224 76 57
r g b 183 49 44
Web # E0 4E 39
Web # B7 31 2C
Magenta
Orange
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James Haskell Brand Guide
Colour Palette Secondary Accents
Pantone® Solid Coated: 381 C
Pantone® Solid Coated: 383 C
c m y k 25 0 98 0
c m y k 29 1 100 18
r g b 206 220 0
r g b 168 173 0
Web # CC E2 26
Web # A8 AD 00
Pantone® Solid Coated: 2592 C
Pantone® Solid Coated: 2622 C
c m y k 58 90 0 0
c m y k 65 100 5 40
r g b 155 38 182
r g b 101 49 101
Web # 93 0F A5
Web # 65 31 65
Pantone® Solid Coated: 638 C
Pantone® Solid Coated: 641 C
c m y k 86 0 9 0
c m y k 100 23 0 19
r g b 0 175 215
r g b 0 103 160
Web # 00 B5 D6
Web # 00 7A A5
Green
Purple
Blue
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Typography Brand Fonts
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Gotham Book
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Gotham Bold
Brand Font ‘Gotham’ is James Haskell’s primary typeface family, and should be used on all marketing collateral. Gotham can be purchased here: http://goo.gl/sN9Cx5
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James Haskell Brand Guide
NB: Always export Word documents as PDFs before sending. This is to retain the Gotham font. If you produce files that you know will rely on the recipient having the font installed on their computer e.g Word documents or PowerPoint presentations, create them using the system-safe font Georgia. This is to avoid Gotham being substituted by ‘off-brand’ fonts.
Font Background Inspired by American sign lettering, the designer of Gotham wanted the font to exhibit the “mathematical reasoning of a draftsman” rather than the instincts of a type designer. He allowed Gotham to escape the grid wherever necessary, giving the design an affability usually missing from ‘geometric’ faces.
Typography System / Web Safe Fonts
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Helvetica Regular
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Helvetica Bold
Usage Helvetica should be used for: ●● Word documents ●● PowerPoint presentations ●● Live text on a website ●● Email messages and signatures ●● Any situation whereby it is not possible to guarantee that ‘Gotham’ will be displayed correctly.
Font Background Helvetica was designed in postwar Europe, when many people were looking for a change. It was the opposite of all the kitschy, fancy, decorative typography that covered corporate materials and advertisements.
Helvetica has been featured by MOMA in New York and has received a number of awards and worldwide recognition. There’s even a documentary and a few books about it.
One of the best things about Helvetica is its neutrality. It was designed specifically not to give an impression or have any inherent meaning.
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Brand Assets File Reference
James Haskell Wordmark
vector
bitmap
rgb
cmyk
pantone
jh_wordmark_BLK.eps
•
jh_wordmark_CMYK.eps
•
jh_wordmark_RGB.eps
•
jh_wordmark_SPOT-C.eps
•
432 coated
jh_wordmark_SPOT-U.eps
•
432 uncoated
jh_wordmark_WHT.eps
•
jh_wordmark_CMYK.jpg
•
jh_wordmark_RGB.jpg
•
jh_wordmark_BLK.jpg
•
jh_wordmark_RGB.png
•
jh_wordmark_BLK.png
•
jh_wordmark_WHT.png
•
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James Haskell Brand Guide
black
white
Brand Assets File Reference
James Haskell Bodyfire Wordmark
vector
bitmap
rgb
cmyk
pantone
jhb_wordmark_BLK.eps
•
jhb_wordmark_CMYK.eps
•
jhb_wordmark_RGB.eps
•
jhb_wordmark_SPOT-C.eps
•
432 coated
jhb_wordmark_SPOT-U.eps
•
432 uncoated
jhb_wordmark_WHT.eps
•
jhb_wordmark_CMYK.jpg
•
jhb_wordmark_RGB.jpg
•
jhb_wordmark_BLK.jpg
•
jhb_wordmark_RGB.png
•
jhb_wordmark_BLK.png
•
jhb_wordmark_WHT.png
•
black
James Haskell Brand Guide
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Brand Assets File Reference
JH Bodyfire monogram
vector
bitmap
rgb
cmyk
pantone
jhb_monogram_BLK.eps
•
jhb_monogram_CMYK.eps
•
jhb_monogram_RGB.eps
•
jhb_monogram_SPOT-C.eps
•
432 coated
jhb_monogram_SPOT-U.eps
•
432 uncoated
jhb_monogram_WHT.eps
•
jhb_monogram_CMYK.jpg
•
jhb_monogram_RGB.jpg
•
jhb_monogram_BLK.jpg
•
jhb_monogram_RGB.png
•
jh_monogram_BLK.png
•
jh_monogram_WHT.png
•
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James Haskell Brand Guide
black
white
Brand Assets File Reference
JH mosaic / JH Mosaic Repeat
vector
jh_mosaic_BLK.eps
•
jh_mosaic_repeat_BLK.eps
•
jh_mosaic-mask_WHT.eps
•
jh_mosaic-mask_WHT.eps
•
bitmap
jh_mosaic_BLK.jpg
•
jh_mosaic_repeat_BLK.jpg
•
jh_mosaic_BLK.png
•
jh_mosaic_repeat_BLK.png
•
jh_mosaic-mask_WHT.png
•
jh_mosaic-mask_repeat_WHT.png
•
rgb
cmyk
pantone
black
James Haskell Brand Guide
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Do Good Branding Hello@DoGoodBranding.com +44 (0)20 7250 0292
Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG
Do Good Media Ltd Company no. 0679 8956 VAT no. 948 2101 30