Popowski Brand Guidelines

BRAND GUIDELINES The brandbook for Popowski

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CONTENTS PRIMARY LOGO

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ICON

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CLEAR SPACE

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SCALING & MINIMUM SIZE

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USAGE RULES

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COLOUR PALETTE

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PRIMARY TYPEFACE

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SECONDARY TYPEFACE 01

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SECONDARY TYPEFACE 02

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WATERMARK

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PRIMARY LOGO Popowski’s logo is a word mark and character icon featuring Anna Gargin, a strong, bold and sophisticated typeface.

The ‘I’ is designed to reflect tyre marks in an abstract way as well as movement associated within action sports.

The type has been stacked in order to increase pronunciation and to represent the different layers of the business.

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ICON The icon can be used as a graphic device to highlight text or frame images.

The icon can be used in any of the brand colours or shades.

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CLEAR SPACE The Popowski logo must have a designated amount of clear space on all sides unoccupied by other elements. This is to ensure the logo’s visual clarity and legibility. The amount of clear space is the half the size of the “o” relative to the size the logo is being used.

When the logo is displayed on a background colour block, the distance between should be the space of bowl in the “P” and then the same clear space requirements apply as stated above.

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When placed on a black background the distance should be the space of bowl in the “P”

SCALING & MINIMUM SIZE The minimum sizes have been set in order ensure the logo remains legible and maintains its visual presence no matter what it is used for.

PRIMARY LOGO Minimum Size Print

Minimum Size Digital

2cm

45px

Minimum Size Print

Minimum Size Digital

ICON

20px 1cm

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USAGE RULES 1. Do not stretch the logo

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2. Do not skew the logo 3. Do not rotate the logo 4. Do not place the logo on top of busy photography without opacity or the background colour block.

5. Do not add special effects to the logo.

6. Do not use the logo in colours other than what has been specified in the brand guidelines.

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COLOUR PALETTE The primary colour palette features the black, red, white and grey. These are all colours that are associated with energy, strength and sophistication.

The colour red has been chosen as the only non‑monocolour as it is associated with energy, strength and danger, which are all elements of the sport industry.

The shades can be used to highlight and create dynamic within designs, particularly for digital platforms.

RICH BLACK CMYK: 0,0,0,100 RGB: 0,0,0 HEX: #000000

RACING RED CMYK: 0, 99, 97, 0 RGB: 237, 28, 36 HEX: #ed1c24

PLATINUM GREY CMYK: 27, 20, 20, 0 RGB: 186, 189, 191 HEX: #babdbf

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100%

80%

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80%

60%

60%

60%

40%

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40%

20%

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20%

CLASSIC WHITE CMYK: 0,0,0,0 RGB: 255, 255, 255 HEX: #ffffff

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PRIMARY TYPEFACE The primary typeface, NT Gargin in the weight Anna, is used for the logo typeface. It is a modern, bold and striking typeface. Aside from the logo, the typeface can be used sparingly for main headings or to give a design dynamics. However, it should not be used in close conjunction with the logo. If a heading is needed near the logo, one of the secondary typefaces should be considered. It should not be used for body copy.

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Weight - Anna

NT Gargin ABCDEFGHIJKLNOPQ RSTUVWXYZ abcdefghijklmnopqrst vwxyz 0123456789

T

SECONDARY TYPEFACE 01 BOLD

DIN ALTERNATE has been chosen to compliment the logo as it is bold and strong, however more legible for type than the logo typeface.

Usage: Uppercase, headings only.

Leading: 8pt above font size Tracking: 25

DIN ALTERNATE ABCDEFGHIJKLNOPQ RSTUVWXYZ 0123456789

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SECONDARY TYPEFACE 02 Regular

Proxima Nova has been chosen to compliment both the logo and the secondary heading typeface, DIN ALTERNATE. This typeface is modern, easily legible and can be used across a variety of weights.

Proxima Nova is prefferred for web use.

Usage: Use for headings, sub‑headings and body copy.

Leading: 5pt above font size Tracking: 25

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Proxima Nova ABCDEFGHIJKLNOPQ RSTUVWXYZ abcdefghijklmnopqrstvwxyz 0123456789 Light

Medium

Bold

Black

ABCDEFGHIJKNOP QRSTUVWXYZ abcdefghijklnopqr stvwxyz 0123456789

ABCDEFGHIJKNOP QRSTUVWXYZ abcdefghijklnopqr stvwxyz 0123456789

ABCDEFGHIJKNOP QRSTUVWXYZ abcdefghijklnopqr stvwxyz 0123456789

ABCDEFGHIJKNOP QRSTUVWXYZ abcdefghijklnopqr stvwxyz 0123456789

WATERMARK The logo should be placed as a watermark in the bottom right of the photograph with opacity set at 50%.

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