ROADLOK | our brand 速
celebrating eight years
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“Simplicity is indeed often the sign of truth and a criterion of beauty.�
-M. Hoagland
hello
if you’re having a look at this guide then you must be helping spread the word about our awesome product: the ROADLOK® powersport locking system—and we thank you for your support and dedication to the cause! we have assembled this set of brand guidelines to help ensure that you and your team is able to talk like we talk, write like we write, and sound like we sound, because consistency is essential when building a strong brand.
sectio na
a04 our logo a08 our bug a10 our colors
a14 our signature
a16 our strapline
a18 our typeface
sectio nb
b20 our locks b26 our philosophy
b32 using photography
b40 how it can get jacked-up
b52 our team
our logo
is a very valuable asset to us. we have invested millions of dollars and countless manhours in its design and development. we treat our logo with care and respect, because it represents something larger than our team; our logo represents peace-of-mind for thousands of bikers around the world! our logo is also registered with the patent office, so any unauthorized adjustments to it put its status as such in jeopardy.
01 master logo this is our logo in its absolute perfect form. it has been hand-designed by the founders of our company, and trust us: you do not want to mess with it. oh, and the signature is a custom font too. it’s not “stencil� font, so please do not try to create it with glyphs. ever.
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01 R
our logo
01 two-color logo this is the two-color version of our logo. use it on complex backgrounds or on complex media—or anytime our gradient may cause trouble.
02 monochromatic logo this is the mono version of our logo. use it when you’re limited to single-color environments, such as rubber stamps or single-thread embroidery.
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01 R
02 R
our bug
is also a very valuable asset to us. it is proudly engraved into the face of each and every locking system we make. this is our company’s graphic symbol; we commonly refer to it as the orbital R, or simply: the bug.
01 master bug this is our bug. there are many bugs like it, but this one is... err,.. moving on. we use ‘the bug’ symbol when using the full logo, or ‘wordmark’, may be impractical or difficult. like our logo, the orbital R has been designed by our company’s founders— so please do not abuse it. our bug lacks legs so it cannot fight back. our lawyers, however, are a different story.
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our bug symbol is available in solid and outline formats
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R
our colors
have been the same since we designed our first piece of collateral way back in 2005, and their use must endure. our colors are pretty easy to figure out too, because we are not using a broad array of colors. there is a reason for that, by the way! although we make a very stylish product, it is—first and foremost—a security and safety product. as you recall, our logo is registered with the government; that includes its colors. so, to make it even easier on our designers we chose a pantone® color and a simple gradient.
01 black & gradient the base color we use is black. yup. simple, solid, and ever-enduring. hey, if it worked for henry ford, why couldn’t it work for us, right? the gradient is linear from black to white, balanced at 50%.
02 goldenrod we use goldenrod as our color of compliment in our standard collateral, and we use it as our accent color on our internal documentation. our goldenrod is a pantone solid for coated media: 123 C.
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Pantone速 123 C
our colors
01 the golden ‘o’ is the most readily-identifiable feature of our company’s logo. a symbolic meaning lies behind the isolation of this particular character. it represents the lock cylinder of the very first prototype lock system our company’s founders crafted eight years ago. messing around with this trademarked feature is strictly, and expressly prohibited. this character may only be sans-color when the logo is used in its monochromatic form, as seen on page 7 (fig 02). otherwise, it is always dressed in the company’s selected pantone® color: 123 C.
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R
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our signature
is what tells people what our name means when they’re first exposed to our logo. it is also a specified feature of our trademark registered with the patent and trademark office. a signature is extremely important to consistently maintain when your brand name is a neologism (a made-up word). failure to do so could result in us losing our registration status, because without a descriptive signature our brand will become eponymous— thereby granting its unlimited use by the public.*
01 master signature this is part of our logo’s artwork; it should never be modified. it has been rendered in our company’s special font. it is not ‘stencil’ font, and it should never be recreated using any glyphs.
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R
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our strapline
reflects our company’s biker heritage. it is clear and concise. it tells bikers around the globe that our product is tangible and tough. we have used different straplines over the years; this strapline hasn’t changed since its first use in 2006, because it is the tone of our corporate culture.
01 justified strapline our strapline (a.k.a., tag line, slogan) is rendered using the bold weight of the alte haas grotesk font. it may be left-justified, as shown, or right-justified. leading should be set to 80% of the selected point size.
02 linear strapline some situations may call for the use of our strapline in its linear format. manual adjustment of the font’s kerning may be required to tighten up the space between the snips.
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our strapline is also available in vector format 01
real. american. security. 02
real. american. security.
our typeface
our lock systems are successful because they are simple—and there is a certain beauty in simplicity, wouldn’t you agree? our company’s designated font family is arial due to its availability, and because it is simply time-tested, clean, and elegant.
01 arial light use arial light for smaller text point and for most body copy—especially when copy exceeds 150 words.
02 arial italic use the font family’s italicized version of the book weight for callouts, quotes, and any time you intend emphasis.
03 arial bold use the font family’s bold weight for headings and when you intend to draw attention to a certain word or phrase.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@,#.$%^&*:+?;” 02
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@,#.$%^&*:+?;” 03
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@,#.$%^&*:+?;”
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® ROADLOK 4 Crotty Lane, Suite 400 New Windsor, NY 12553 United States of America
+1 (888) ROADLOK brand@roadlok.com
©2013 ROADLOK Rights Reserved