Front Cover
B O D Y G L OV E
BRAND STORY BOOK
BRAND STATEMENT
Live Life Adventurously We are inspired by those that dare to explore. It is our responsibility to always provide protection from the elements, because life should be lived without limits. Count on Body Glove to equip you with the protection and confidence that you expect, to live adventurously.
History of the Brand The Meistrell brothers discovered neoprene, a substance used in refrigerator insulation, and began development of the first practical wet suit. They used this material to create to revolutionize the surfing and open water diving industry. The brothers bought 30 percent ownership each, of Dive N’ Surf. The surf shop remains in business today, and is the parent company to Body Glove. After buying the remaining ownership in the company, the Meistrell brothers led Body Glove to great success. In Sept 1990, Bob and Bill were inducted into the Hall of Fame as the Pioneers of Surfing Protection.
WHERE WE WERE
WHERE WE ARE GOING
OUR VOICE
Freedom When protected by Body Glove, our customers feel truly charged with the energy to accomplish anything they set out to in the outdoors. Definition / “Free of obstructions to sight, movement, or internal arrangement. Having no means of barring.“
Robust Our brand empowers people to be uninhibited in an active environment to enjoy life in the outdoors.
Lively
Definition / “Strong and effective in all or most situations and conditions. Rich and full-bodied.“
We ensure that our customers can remain energized and live their life outdoors, without any fear of the elements. Definition / “Full or suggestive of life or vital energy; active, vigorous, or brisk.”
Why the Bear? When we think about our brand, we think about being able to enjoy the outdoors, knowing that we are protected from the elements of the outdoors. The association of a momma bear protecting her cubs is global. A bear is an icon of strength and security. We want our customers to feel that same sentiment and protection, in association with our products and services. Paying close attention to the position and posture of our bear, we are not conveying aggression, or playfulness. Our bear is sending a message of confidence.
BRAND SIGNATURE
Logo Anatomy Symbol
Logotype
B O D Y G L OV E The Logo
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Clearspace / Vertical
x
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Minimum clearspace is the space from the top of the solid shield, to the top outline of the outer shield.
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x
x
Minimum clearspace is half of the height of the signature.
1/2 x
x 1/2 x
1/2 x
B O D Y G L OV E 1/2 x
1/2 x
Clearspace / Horizontal
Orientation When choosing between vertical and horizontal logos, use which best fills the allotted space.
Vertical If possible, this is the primary option, and is not permitted to be broken into separate pieces.
Horizontal The alignment of the bear must always be on the left of the text, and be facing to the right.
Colors There are only four permitted colors options for logo use. Colors are detailed below in the following pages, and are red, gray, black, and white.
Sizing / Main Mark
1 in B O D Y G L OV E
B O D Y G L OV E 2.75 in
Sizing / Alternative
4.5 in
B O D Y G L OV E B O D Y G L OV E
0.375 in
2 in
0.75 in
Min: 2 in wide x 0.375 in tall
2.375 in
Min: 1 in wide x 1.375 in tall
2 in
Typeface / Logo Serifa Bold
Typeface / Copy Avenir Book
Color / Primary RGB / 218, 33, 40 HEX / #DA2128 PMS / 1795 C
Colors / Secondary RGB / 167, 169, 172 HEX / #A7A9AC PMS / Cool Gray 6 C
Red on White The red logo is thr primary choice, and should be used on a light background. Use on a very light gray is permitted, with the gray tone being no darker than a 25% black.
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White on Red Only use the black and white version, where the bear is colored black, if creative requires limited color. This version to be used on a black or red background only.
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Gray on White Only use the gray version, where the bear is colored white, if creative requires limited color. This version to be used on a very light background only.
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Black on White Only use the black and whiteversion, where the bear is colored white, if creative requires limited color. This version to be used on a very light background only.
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White on Black Only use the black and white version, where the bear is colored black, if creative requires limited color. This version is to be used on a red, dark grey, or black background only.
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LOGO MISUSE
Do Not Squish the Logo
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BODY G LOVE
Always use the logo with correct proportions. For example, when resizing, ensure that the sizing ration remains constant based on the size measurements mentioned.
Do Not Break Apart The logos are only to be used in the two allowable group (Main and Alternate Marks). The approved groups are the vertical and horizontal orientations mentioned previously.
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The bear, on its own, is a part of the brand, and can be used as a visual element, but not to replace the logo mark, as a brand representation.
Do Not Add Effects
B O D Y G L OV E
EST 1954
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Never add effects, such as drop shadows, gradients, or 3D. EST 1954
BUSINESS SYSTEM
Letterhead and Cover
Business Card
Envelope Front & Back
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BRAND APPLICATIONS
Event & Store Banners We will need our banners to be visible in retail stores, as well as part of the branding at events, such as X Games, expos, and training facilities.
Sponsorship Lanyards Each event that we sponsor will include the participants, staff and volunteers to wear their badges on a Body Glove lanyard.
The Courage to Live Life
ADVENTUROUSLY B O D Y G L OV E
The Courage to Live Life
ADVENTUROUSLY B O D Y G L OV E
FPO - Elevation of Lanyard Card for application of sponsorship
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The Courage to Live Life
ADVENTUROUSLY