Pier 53 Marine - Brand Guide by Gabe Schut

Brand Style Guide

Contents INTRODUCTION About Pier 53 Marine......................................................... 3 Brand Promise................................................................... 4

LOGO Main Lockups.................................................................... 5 Alternate Type Lockup....................................................... 6 B&W Versions................................................................... 7 Clear Space....................................................................... 8 Correct Logo Usage........................................................... 9 Incorrect Logo Usage........................................................ 10 Monogram........................................................................ 11

ICON SYSTEM 3 Services Icons................................................................ 12

FONTS Main Fonts....................................................................... 13 Additional Fonts............................................................... 14

STATIONARY Business Card................................................................ 18 Letterhead...... .............................................................. 19 Envelope..................................................................... 20

DIGITAL MEDIA Website Design........................................................ 21-22

PRINT MATERIAL Forms System.............................................................. 23 Dock Pass.................................................................... 24

PRODUCT MATERIAL Life Jackets..... ............................................................. 25 Polo Shirt..................................................................... 26

ADVERTISEMENTS Layout and Formatting.................................................. 27 Print Ad Series............................................................. 28

COLOR PALETTE Main Colors & Secondary Colors �� 15

GRAPHIC ELEMENTS Monogram Repetition....................................................... 16 Shield Shape Repetition.................................................... 17

Pier 53 Marine Brand Style Guide | 12.2014

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About Pier 53 Marine Our main office is located on the West Harbor Basin of Lake Erie near the Islands, Pier 53 Marine offers a Full Service Marina: Sales, Service, Brokerage, Indoor and Outdoor Storage, Certified Technicians, and a friendly staff. The marina is centrally located between two channels to the lake. It takes just minutes to be on the lake fishing or headed to your favorite destination! We have three service locations for customer convenience; Catawba Island and two locations in Sandusky, one at Cedar Point and the other at The Cove. If a new or used boat is in your future, please visit our showroom at Catawba, with the newest line of Monterey & Cobia boats; or stop by and check out our variety of brokerage boats! We hope you will shop Pier 53 Marine for your next boat! Our staff is here to help!

Short bio for website use At Pier 53 Marine we provide a one stop shopping experience to create a hassle free boating environment to all of our valued customers. We strive to build lasting relationships with everyone that visits Pier 53 Marine whether youâ&#x20AC;&#x2122;re in search of that New Monterey, a quality preowned or brokered vessel, or in need of service or parts from one of our two facilities. Call us today and let us know what we can do to help make your time on the water more fun!

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Brand Promise Your full service marine sales, service, brokerage and storage facility on Lake Erie shores.

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Logo / Main Lockups Logo monogram paired with type.

The Pier 53 Marine logotype lockup is available in two versions: 1.

1. horizontal (main) 2. vertical (additional) It is advised to use the horizontal logo as the primary mark for business materials and applications. The vertical logo is

intended for use on vertical surfaces and compositions that have limited horizontal space.

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Logo / Alternative Type Lockup Alternative typographic logo version.

The Pier 53 Marine logo may also be used as a typographic-only form, with the â&#x20AC;&#x153;53â&#x20AC;? numbers forms set apart from the other letters by color.

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B&W Logo Versions

Grayscale

Black

White

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Logo / Clear Space Logo monogram paired with type.

The number 5 in from the Pier 53 Marine logo is used as the basis of measurement 1.

for the clear space distance around the logo when used. This relative proportion of clear space around the logo allows for the best perception and legibility. Do not place text or graphic elements

Pier 53 Marine Brand Style Guide | 12.2014

within the clear space.

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Logo Usage / Correct Examples of the logo placed on colored and photographic backgrounds.

The logo can be placed on a background with one of the colors from our color palette (main or secondary) as well as white, black or gray. Here are examples of the logo applied in these instances. The logo can also be placed on images, but note there must be enough contrast between the image and logo for acceptable readability. In most instances, the logotype should be used in white when placed on imagery, accept when the background is bright enough for the type to be rendered in color.

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Logo Usage / Incorrect Do not stretch, alter, add, remove or otherwise abuse the logo.

1. Do not place any elements within

2. Do not apply effects to the logo.

25 Years

3. Do not place on top of an image with

the logo clear space.

poor contrast and readability.

4. Do not move the monogram to

substitue for the 53 numbers.

5. Do not change the logo colors. 6. Do not use the logo on colored

background without the white stroke

around the monogram.

7. Do not stretch or resize the logo unproportionally. 8. Do not resize any elements of the

Pier 53 Marine Brand Style Guide | 12.2014

logo independently.

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Logo / Monogram Pier 53 Marine logo shield monogram.

The Pier 53 Marine shield monogram may be used as a standalone mark. The monogram may be rendered as one of two ways: either filled in with the 53 dividing the color fields, or in a line-only format. The monogram should preferably be used in 2-color, but can also be used in single color, depending on application purpose (ex. embossing or embroidery.)

Monogram variations

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Icon System Three shield icons representing our three main services.

The three icons are used to represent the three main services we offer: Boat Sales, Boat Service, and Boat Storage. The icons are designed to be used as a

system of icons together. Icons may be used in 3 different ways: 1. Different colored shields,

white graphics.

2. Colored background, white shields,

colored graphics (same as

background color).

3. Single-color shields, white graphics. 2. NOTE: Do not remove icons from shield shapes (4.)

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Fonts / Main Fonts Primary fonts used in all brand applications.

PRIMARY

Gotham Rounded ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Consistent use of typography helps to make the brand identity strong and cohesive across all applications. Our main brand font is Gotham Rounded. The Pier 53 Marine logo is set in this font and this should be the primary typeface used for headlines, sub-heads, and

SECONDARY

Merriweather

captions. Merriweather is the supporting font, and should be used for body copy, quotes, or alternate sub-head styles.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Fonts / Additional Fonts Secondary fonts allowed when primary fonts are unavailable.

Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

The consistent use of typography helps to make the brand identity strong and cohesive across all applications. Our main brand font is Gotham Rounded. The Pier 53 Marine logo is set in this font and this should be the primary typeface used for headlines, sub-heads, and

Georgia

captions. Merriweather is the supporting font, and should be used for body copy, quotes, or alternate sub-head styles.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Color Palette

The consistent use of color helps PMS 305 C

PMS 3155 C

CMYK 68, 10, 20, 00

RGB 64, 176, 197

RGB 59, 110, 126

HEX #3ab1c5

HEX #397080

to make the brand identitification strong and cohesive across all applications. The two blue colors (indicated “Main Colors”) are the primary brand colors and should be used on all business collateral and applications. The two red colors (indicated “Secondary Colors”) are meant to serve as accent colors to support the use of the blues. White and black are also allowed to be

Main Colors

used in combination with these colors specified. In applications, the dark blue color

Secondary Colors

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PMS Warm Red C

PMS 484 C

should be predominantly used, with the

CMYK 10, 84, 81, 01

CMYK 20, 80, 80, 25

and the red colors as accents.

RGB 217, 79, 63

RGB 160, 68, 52

HEX #da4f3f

HEX #9f4334

lighter blue serving as a secondary color,

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Graphic Elements / Monogram Repetition Monogram variations can be combined to create graphic elements.

The Pier 53 Marine shield monogram variations may be used to create a single-line graphic element. Or the monogram variations can be used in repetition to create unique patterns for various applications. Ex. Life jacket, pg 25

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Graphic Elements / Shield Repetition Shield variations can be combined to create graphic elements.

The Pier 53 Marine shield element variations may be used to create a single-line graphic element. Or the shield element variations can be used in repetition to create unique patterns for various applications. Ex. Business card, pg 18

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Dock Pass, pg 24

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Stationary / Business Card The standard layout and orientation for all employee business cards.

2.0"

Business cards are designed to the standard U.S. size of 2 x 3.5" set in vertical orientation.

Abraham Williams 3.5"

Business cards should be printed as a

Harbormaster

2-color print (PMS 305 C, PMS 3155 C).

419.797.2300 (ext 103) Phone

The light blue color should bleed and extend all the way to the edges of

awilliams@pier53marine.com Email

the card.

Pier 53 Marine 2555 NE Catawba Road Port Clinton, Ohio 43452 419.797.2492 (fax) pier53marine.com

Front

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Back

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Stationary / Letterhead The standard layout and orientation for the business letterhead. 8.5"

Pier 53 Marine 2555 NE Catawba Road

Phone 419.797.2300

Port Clinton, Ohio 43452

Fax 419.797.2492

pier53marine.com

The letterhead is designed for the standard U.S. letter paper size of 20 October 2014

Dear Nicholas,

Nicholas Sage

Some years ago—never mind how long precisely—having little or no money in my

6944 Main Street SW

purse, and nothing particular to interest me on shore, I thought I would sail about a

Columbus, Ohio 44720

little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation. Whenever I find myself growing grim about the mouth; whenever it is a damp, drizzly November in my soul; whenever I find myself involuntarily pausing before coffin warehouses, and bringing up the rear of every

8.5 x 11" set in portrait orientation. Letterheads should be printed as a 4-color process print.

funeral I meet; and especially whenever my hypos get such an upper hand of me, that

11"

it requires a strong moral principle to prevent me from deliberately stepping into the street, and methodically knocking people’s hats off—then, I account it high time to get to sea as soon as I can. This is my substitute for pistol and ball. With a philosophical flourish Cato throws himself upon his sword; I quietly take to the ship. There is nothing surprising in this. If they but knew it, almost all men in their degree, some time or other, cherish very nearly the same feelings towards the ocean with me.

For letters extending to a second page, do not print double-sided.

There now is your insular city of the Manhattoes, belted round by wharves as Indian isles by coral reefs—commerce surrounds it with her surf. Right and left, the streets take you waterward. Its extreme downtown is the battery ready? Circumambulate the city of a dreamy Sabbath afternoon. Go from Corlears Hook to Coenties Slip, and from thence, by Whitehall, northward. What do you see?—Posted like silent sentinels all around the town, stand thousands upon thousands of mortal men fixed in ocean reveries.

Sincerely,

Abraham Williams Harbormaster

shown at 25% scale

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Stationary / Envelope All business letters should be sent with a company envelope.

9.5"

The envelope is designed for the U.S. standard Business #10 envelope size

2555 NE Catawba Road Port Clinton, Ohio 43452

4.125"

of 9.5 x 4.125". Nicholas Sage 1001 SW Rockport Drive Cleveland, Ohio 44101

Envelopes should be printed as a 4-color process print. All letters should be sealed and have a monogram sticker placed centered over the flap on the back.

FRONT: shown at 60% scale BACK: shown at 40% scale

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Digital Media / Website Homepage layout for new website design.

Personal Boat Shopper dropdown window

Here is shown a possible layout for the new pier53marine.com website. The design is meant to be responsive to resize and adapt to devices of varying screen sizes (i.e. mobile phones, tablets, and desktop computers, etc.) The large marina images should be displayed prominently and automatically change by a set duration of time. The Personal Boat Shopper dropdown window will extend downward when a user clicks on the tab button in the upper right-hand corner of the page.

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Digital Media / Website Additional page layouts for new website design.

“New Boats” listings page

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“Contact Us” page

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Print Material / Forms System of three forms, showing the three main services offered.

Let Us Sell Your Boat Boat sale forms are also available online at pier53marine.com

Boat Storage

Name: _____________________________________________________ Email: _____________________________________________________ Phone: _____________________________________________________ City:

____________________ State: ____________________________

Schedule Service

TRAILER STORAGE & SELF-STORAGE - 30 DAY NOTICE

Nearest Location: Cedar Point, Ohio

Catawba Island, Ohio

Service forms are also available online at pier53marine.com

Date: _________________

Name:

Pier 53 Marine, North Marina Storage:

Yacht Information ______________________________________________

Yacht Name: _______________________________________________ Address: ______________________________________________

This is my 30-day notice that I will end my Trailer Storage rental agreement

Year, Make & Model: __________________________________________ ______________________________________________

on _____________ (end date).

Length: ___________________________________________________ Email: ______________________________________________ Engine Make & Model: ________________________________________ Phone: ______________________________________________ Engine Hours: ______________________________________________ Fax: ______________________________________________ Documented (when): _________________________________________

I am a tenant near o Cedar Point, Ohio / o Catawba Island, Ohio operated

Location or Home Port: ________________________________________

Phone

Fax

Anytime

Rigging, anchors, rode, fenders, etc.

I understand that all month-to-month contracts with Pier 53 Marine are based on a lease agreement beginning at lease commencement and con-

offered. Forms should be printed as a 4-color process print, single sided, on uncoated paper (glossy paper would prevent customers from easily writing on the paper surface.)

Per my lease agreement, I understand that any storage agreement ter-

Morning

Afternoon

Boat condition and any repairs needed Boat / PWC / Engine Make & Model:

Evening

minated after the first day of the month will be responsible for the total monthâ&#x20AC;&#x2122;s storage fee, with no prorating. Thank you,

Address: ________________________________________________

Describe Service Needed: Additional comments...

Future forms may be created to extend this system, but they should be built

Customer Name: _________________________________ (please print)

Electronics (brands, models, condition)

represent one of our three main services

terminated with 30-day written notice to Pier 53 Marine.

Mail

Best Time to Contact: Describe Each of The Following

location by the above date.

tinuing on a month-to-month basis until the lease agreement is

Preferred Contact Method:

Surveyed (when): ____________________________________________

by Pier 53 Marine. I will remove my trailer and/or vessel from the above

The system of forms are intended to each

Phone:_________________ Email Address:______________________ Slip #: ____________________________________________________ Storage Location: ___________________________________________

All upgrades and repairs

upon the basic layout and type treatments used in these forms. Colors on forms should always be used to coincide with the category of service.

Customer Signature: ________________________________________ Date: ___________________________________________________

Additional Comments:

Pier 53 Marine 2555 NE Catawba Road Port Clinton, Ohio 43452 Phone 419.797.2300 / Fax 419.797.2492 pier53marine.com

Pier 53 Marine 2555 NE Catawba Road Port Clinton, Ohio 43452 Phone 419.797.2300 / Fax 419.797.2492 pier53marine.com Pier 53 Marine 2555 NE Catawba Road Port Clinton, Ohio 43452 Phone 419.797.2300 / Fax 419.797.2492 pier53marine.com

Pier 53 Marine Brand Style Guide | 12.2014

All of the examples are proportionally resized to fit the manual.

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Print Material / Dock Pass Official Dock Pass for authorizing boats using the docks.

4.0"

PIER 53 MARINE DOCK PASS

The Dock Pass should be used to authorize boat owners for a reserved dock space. This helps to prevent unauthorized boats from using the marina docks. The Dock Pass should be trimmed to a size of 4 x 6". Printed as a 3-color print

6.0"

using the PMS values for the blue colors, and black; with a spot varnish of the angled shield pattern on top of the printed dock pass. Dock

Lot #

B 029 Expiration: 02.11.15

Dock Pass example is proportionally resized to fit the manual. The angled shield pattern is to be printed as a spot varnish on top of each dock pass.

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Product Material / Life Jackets Three life jacket designs for sale at the marina.

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Product Material / Polo Shirt Polo design for all employees.

This is our standard employee polo design for all marina workers. The logo should always be embroidered and placed in the chest front pocket location on the front of the polo shirt. The logo may be embroidered on both short-sleeve and long-sleeve polos, but must be placed in the same location on the front chest of the clothing.

The embroidered logo should be stitched with white and dark blue, allowing the light blue shirt material to show through the waves shape on the bottom of the shield.

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Advertisements / Layout Design layout and structure for all advertisements.

3.0" 0.75" At Pier 53 Marine we provide a one stop

All print advertisements should follow a consistent layout and structure (as shown in the diagram).

shopping experience to create a hassle free boating environment to all of our valued customers. We strive to build lasting relationships with everyone that visits

Photographs should be focused on a

Pier 53 Marine whether youâ&#x20AC;&#x2122;re in search of that New Monterey, a quality preowned

central boat, or grouping of boats; shown

or brokered vessel, or in need of service or parts from one of our two facilities.

either sailing or at the docks. Photos

pier53marine.com

should have abundant empty space in the top 1/2 of the page to allow for proper Be sure that your yacht looks as great at the dock as it does on the water.

balance and focusing attention on the

H E A D L I N E

boat(s) featured below.

The ad headline should always be left-aligned and placed in the indicated horizontal space range, and aligned with an element from the photograph.

1.0"

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Body copy and website are placed in the top right corner, and the logo at the bottom right corner.

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Advertisements / Series Three design versions for a series of print advertisements.

At Pier 53 Marine we provide a one stop

shopping experience to create a hassle free

boating environment to all of our valued

customers. We strive to build lasting

relationships with everyone that visits

Pier 53 Marine whether you’re in search

of that New Monterey, a quality preowned

or brokered vessel, or in need of service or

parts from one of our two facilities.

pier53marine.com

Be a little reckless. Be sure that your yacht looks as great at the dock as it does on the water.

Pier 53 Marine Brand Style Guide | 12.2014

Dock next to a friend, and know you’re in the company of like-minded sailors.

Our maintenace crew will keep your boat primed for every wild ride on the water.

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