BRAND IDENTITY AND STYLE GUIDE
I. BRAND IDENTITY
Our Story .............................. 01 Our Purpose .......................... 02 Our Audience ........................ 03
II. BRAND VOICE & STRATEGY
Brand Touchpoints ............... 04 Brand Personality ............... 05 Brand Slogan ........................06
III. BRAND VISUALS
Moodboard and Photography .. 07 Logo and Variations ............. 09 Guidelines ............................ 11 Typography ........................... 13 Color Scheme ......................... 14
IV. BRAND EXECUTION Merchandise Line ................. Amazon .................................. Social Media ......................... Packaging ............................
TABLE OF CONTENTS
15 16 17 19
01
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
At Sandhawk we know every task needs the right gear. The cheap stuff doesn't cut it, and the big names just break the bank. We created SandHawk to equip real patriots with the gear to suit up for any situation. Our unmatched quality comes from our manufacturer to your doorstep in one click. At Sandhawk we make gear that follows through no matter the op. We provide the essential gear that gets the job done.
our story
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
The SandHawk stands for three things: FOCUS. PRECISION. LEADERSHIP. _______________________________ The SandHawk sees situations from a higher altitude, using its keen eye to focus on the task at hand. It knows the primary objective is to complete the op. It soars high to suss out a situation, and knows when the time is right to take action. But above all, The SandHawk has the ability to lead and influence others. The Sandhawk doesn't do any rash decisions. It takes time to do it right the first time. That is our promise: TO DELIVER UNMATCHED QUALITY IN ALL OUR GEAR. ________________________________________________
OUR PURPOSE
02
BRAND IDENTITY AND STYLE GUIDE 03 SANDHAWK
Demographics ________________
• Age range: 22 - 45 • Educational attainment: Some College / College Graduate • Employment: Military, Protective Services, Construction • Salary Range: $45K - $60K year • Marital status: Married
Psychographics __________________
• Personality traits : efficient, energetic, self-confident, strong-willed, charismatic • Lifestyle: Driven by work and family, build strong fraternal relationships. • Interests/hobbies: Outdoors, Fitness, Guns, Gun rights, • Degree of brand loyalty: strong brand loyalty
Behavioral _____________
• Purchase frequency: Monthly • Main influences for consumers to buy/Why they buy: • Influencer or friends. Attracted to portraying their image • Marketing channels where customers buy: Online, Mobile
our AUDIENCE
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
Amazon
BRAND TOUCHPOINTS
04
BRAND IDENTITY AND STYLE GUIDE 05 SANDHAWK
CHARACTER LANGUAGE Bold Yet Cheeky
TONE OF VOICE Informal But Pragmatic
Direct, Resolute Yet Irreverent
PURPOSE Goal Driven
BRAND PERSONALITY
NO ONE BITES THE DUST. BRAND SLOGAN
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
06
BRAND IDENTITY AND STYLE GUIDE 07 SANDHAWK
MOODBOARD AND PHOTOGRAPHY
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
Our photos represent active lifestyle combined with modern American patriotism. From thrill junkies to adventure seekers, our images are usually composed of our high quality gear in action, set in a hobbyist environment or in operation and mission field setting.
08
BRAND IDENTITY AND STYLE GUIDE 09 SANDHAWK
06
This is our current logo. This is used in all our product branding and online presence.
This is how our logo looks like in a grid. The clear space around it should be maintained to make it look clean and professional.
LOGO AND VARIATIONS
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
COLORED.
BLACK.
GRAYSCALE.
10
11
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
06
DO Put a clear space around the logo to make it look very clean.
Use the logo in colored, black and grayscale variation only.
GUIDELINES
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
DON’T Please do not rearrange our logo in any way other than the original placement. Please do not rotate our logo. Use it only horizontally and vertically. Please don’t add drop shadow, emboss, shading, or any effect on our logo. Please don’t use outline version of our logo.
12
13
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
Eurostile Extended Regular
Eurostile Extended Bold
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
Eurostile Extended is our main typeface and subtext for Off Amazon and Amazon listings. The typeface are not only for the body text but also for title and subtitle. Just use a different type of thickness to highlight.
TYPOGRAPHY
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
Antique Moss C-34 M-43 Y-83 K-9
Micro Chip C-31 M-25 Y-23 K-0
Alloy C-58 M-50 Y-45 K-14
Excalibur C-68 M-61 Y-58 K-45
14
For target market lifestyle representation, we use military and basic masculine colors. These brand colors should be utilized in all applicable messaging mediums.
COLOR SCHEME
15
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
All our merchandise line carries our main logo for consistency and easy recognition.
MERCHANDISE LINE
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
STRETCHABLE
NECK GAITER
BREATHABLE
FACE MASK
MOISTURE WICKING
BALACLAVA
HOOD
We use layouts that signifies function and masculinity while using strong colors and framing for more effective imagery. We also use callouts and icons to highlight product feature and material used. Inclusion of brand logo is essential for every listing image.
AMAZON
16
17
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
www.facebook.com/sandhawk
We maximize our social media presence across platforms that our target market usually spend most of their digital time with Facebook and Instagram
SOCIAL MEDIA
www.instagram.com/sandhawk
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
18
19
SANDHAWK BRAND IDENTITY AND STYLE GUIDE
PACKAGING