Brand Identity Guide 2015-16
enonation.com
About Eagles Nest Outfitters In the summer of 1999, brothers Peter and Paul Pinholster decided to permanently escape the traditional workplace and make hanging out their full-time occupation. They wanted a business that would challenge them creatively and encourage others to pursue a laid-back lifestyle.
PETER PINHOLSTER
They began as a small operation in Florida, planning to travel the East Coast in a ramshackle minivan and sell hammocks at music festivals and community gatherings along the way. In the early years, home was wherever the van was parked that night; the brothers dedicated their days and nights to making and selling the most comfortable hammocks in the world.
In a short time, the boys found themselves with more business than they could handle from the van. Weary from a life on the road, they eageraly settled down in Asheville, NC and in 2010 acquired a 17,500 square foot building in the hear of downtown. What was once a 2-man, 1-van operation is now a thriving, growing company in what is considered to be one of the best adventure towns in the United States by National Geographic Magazine. Today, ENO continues to supply the best hammocks and accesories to like-minded people across the globe. PAUL PINHOLSTER
1. Brand Vision ENO is the original parachute hammock creator. We craft all our hammocks and accessories to the highest quality in the industry and with one thing in mind...to help you relax...
Tagline relax... Do what you wanna do™
ENOPIA™ ENO isn’t just about making hammocks. We’re about inspiring a community of like-minded individuals to live for and love the outdoors. Old or young, adventurer or relaxer, traveler or backyard napper - set up your hammock, lay back, and enjoy ENOPIA.
2. Logo The ENO Logo The ENO logo is the heart and soul of the overall brand identity. It is recognized as a quality-approval stamp on the hammocks and outdoor accessories we create. To continue to support name recognition, build brand awareness in the marketplace, and reduce ‘look-a-likes’ in the market, the logo must appear as shown in at least one location on all print, electronic and promotional items. Consistent use of the logo across all marketing vehicles is vital to clear communication and perception of the brand.
Configuraton 1 The logo on its own in an approved color ensuring the registered trademark symbol is under the eagle’s foot.
Configuraton 2 The logo in an approved color ensuring the registered trademark symbol is under the eagle’s foot with a shaped background.
Configuraton 3 The logo in an approved color ensuring the registered trademark symbol is under the eagle’s foot with a shaped background bar.
2. Logo Color The logo should only appear in:
Pantone 282 c:100 m:68 y:0 k:54 Hex 002D62
Pantone Cool Grey 4 c:0 m:0 y:0 k:24 Hex C9CACC
White c:0 m:0 y:0 k:0 Hex FFFFFF
Minimum Size The logo should always appear visible and legible. We suggest going no smaller than 0.625” high. 0.625” / 45 pixels
Clear Space The logo should have a clear visual separation from all other elements, including headlines, text, imagery and the outer edge of the document by at least 0.375” or 27 pixels.
2. Logo Photography and the Logo The ENO logo is often placed over a photo. Whether the photo is in black and white, or color, there should be enough contrast between it and the logo to maintain legibility. If the logo is placed over a dark photo, it should always be displayed in white.
YES!
YES!
YES!
NO!
NO!
NO!
3. Fonts Typography Typography plays an important role in ensuring a lasting impression of our brand. The following typefaces should be utilized for all ENO marketing materials, including signage, POPs or ads. Although all the following fonts are approved for ENO branding use, Nimbus Sans is preferred for paragraphs and text bodies, and Typestar Italic is preferred for titles or head lines.
Nimbus Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 !?& abcdefghijklmnopqrstuvwxyz
Typestar A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 123 45 678 9 ! ? & a b c d e fg hi j kl mno p q rst uv wx y z
Typestar A B C D E F G H I J K L M N O P Q R ST U V W X Y Z 1234 5678 9 ! ? & abcdefghijklmnopqrstuvwxyz
4. Products Product Names All ENO products follow the same naming pattern with no spaces between the first part of the name, but with spaces between the second part of the name. For example:
YES!
NO!
DoubleNest™ Hammock
Double Nest Hammock
SingleNest™ Hammock
Single Nest Hammock
ProFly™ Rain Tarp
Pro Fly RainTarp
Guardian™ Bug Net
Guardian BugNet
The ‘type’ of product is not neccessary when used multiple times. For example: “The DoubleNest Hammock is crafted from lightweight parachute nylon. Setting up in seconds, the DoubleNest packs down in its attached stuff sack.”
5. Photography Image Selection Photography is a powerful tool that communicated the personality and core values of the brand. All images should reflect our core values and tag line, to relax... Approved images can be found at www.eaglesnestoutfittersinc.com/distributor-access/ Username: admin Password: enodistinfo
Studio Images Dealers are not permitted to use their own product studio images, unless approved or requested by ENO. Studio images must be shown on a white background, or cleanly cut if used on an alternative background color.
YES!
NO!
5. Photography Image Regulation When choosing lifestyle images, dealers are not permitted to use images representing dangerous or irresponsible hammocking. Stacked hammocks, hammocks hung too high, or hammocks using questionable suspension systems are all banned from use. Examples of prohibited images are:
DO NOT use images displaying hammocks hung dangerously high, or somewhere innapropriate.
DO NOT use images displaying stacked hammocks of any kind.
DO NOT use images displaying obviously non-ENO suspension systems, or suspension systems that could harm trees.
6. Social Media Platforms and Handles facebook.com/eaglesnestoutfitters Tag @ENO
pinterest.com/ENOHammocks Tag @ENOHammocks
twitter.com/ENOHammocks Tag @ENOHammocks
youtube.com/eaglesnestoutfitters Tag @Eagles Nest Outfitters
instagram.com/ENOHammocks Tag @ENOHammocks
plus.google.com/+Eaglesnestoutfittersincrelax Tag @Eagles Nest Outfitters
https://www.eaglesnestoutfittersinc.com/blog/
When tagging ENO in any social media posts, please double check you are tagging the right account as there are some lookalikes out there. Also, please make sure any hammock pictured is safely and responsibly hung (e.g. 18� off the ground).
Hashtags #getoutandhammock
#enopians
#hammockfun
#enonation
#hammocktime
#adventure
7. Website Website Our Website is the central hub of our brand. It carries our product line, but it is also the home of ENOpia, a place for inspiring a community of like-minded individuals to live for, and love, the outdoors. Our Website can be written one of two ways:
www.eaglesnestoutfittersinc.com www.enonation.com When used in print, social media or advertising, please always use:
www.enonation.com
Questions, concerns or more info: nderatt@eaglesnestoutfittersinc.com
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