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Ironwear // Brand Guidelines
Ironwear // Brand Guidelines
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Type Elements Usage
Elements Color Graphic Usage
The Difference Story Positioning and Tagline Mission Keywords
Language Mood + Inspiration Photography
The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
Ironwear // Brand Guidelines
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Ironwear // Brand Guidelines
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Logo
Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative
FINAL LOGO The Ironwear logo is rooted in company heritage, taking inspiration from the original mark. A refined typographic logo that aids to elevate the brand’s visual communication. With its strong diagonal shape and modern type, the Ironwear logo is a striking, bold statement that exudes confidence, quality and trust.
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Ironwear // Brand Guidelines
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logo [proper logo usage]
PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.
COLOR There are 4 main Ironwear logo forms. Inverse black and white, as well as an inverse with a yellow shield. The logo is intended to always be used on a background color that offers strong contrast so the logo can be seen. The example on the adjacent page shows the brand color usage with the corresponding logo. helium creative
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Ironwear // Brand Guidelines
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logo [proper logo usage]
1 1/2
1/2
HORIZONTAL LOGO WITH TAGLINE The horizontal version of the logo with tagline is shown. The tagline is always equal distance to the full width of the Ironwear mark. The tagline color will always match the Ironwear color, i.e. black logotype equals black tagline, etc. The horizontal logo with tagline can be used as needed when space allows with proper padding and scaling (see guideline). helium creative
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logo [proper logo usage]
VERTICAL LOGO WITH TAGLINE The vertical version of the logo is used when space permits, specifically when the horizontal version is too long and cannot scale properly. The vertical version showcases the tagline directly under the logo mark with equal distance to the full width. helium creative
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logo [proper logo usage]
LOGO ON PATCH This logo variation is used only when it’s required for specialty items, such as apparel, when the standard logo is not able to be applied directly. This logo variation is never to be used when one of the standard versions can, especially is advertising and brand marketing material. The example shows proper usage and improper usage. helium creative
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logo [proper logo usage]
INVERSE The logo can also be used in solid black and solid white when needed. helium creative
INVERSE When necessary, the logo can be used without the box. In this case, all text and markings will be in white. Rarely is the box ever used in white with charcoal text - only in very specific instances.
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LOGO ON PHOTOGRAPHY When the logo is used over any photography, image, pattern or color it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. Ironwear // Brand Guidelines
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logo [proper logo usage]
.75”
1”
6pt
SCALING
The logo mark can be scaled to a minimum size of .75” wide for printed and digital material. Anything smaller will make the text unreadable. helium creative
1”
6pt
SCALING WITH TAGLINE The logo mark with tagline, whether vertical or horizontal, can be scaled to a minimum size of 1” wide, [where the logo mark is 1” inch]. This system will scale the tagline to a minimum of 6pt size, which is the smallest it can be read clearly.
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1”
1”
1”
1”
PADDING Allow for at least one 1” surrounding all sides of the Ironwear logo to pad appropriately. No competing elements such as text should interfere with this negative space. This rule of thumb also applies to the logo with tagline. Ironwear // Brand Guidelines
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logo [improper logo usage]
IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.
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ADDING ELEMENTS
SKEWING THE LOGO
Adding other graphic elements such as strokes or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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IRONWEAR
ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing, scale, composition, etc.
CHANGING COLOR No weird colors, please! Let’s keep it classy.
ALTERING FONT The logo must always maintain its integrity. Do not change the font please! Ironwear // Brand Guidelines
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logo [improper logo usage]
LOGO ON PHOTOGRAPHY When the logo is used on photography or any image, pattern, color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples as a guide of what not to do. helium creative
TOO BUSY / FIND AN AREA OF THE PHOTO THAT IS OPEN SPACE INSTEAD
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NOT ENOUGH CONTRAST
POOR LOGO CONTRAST / USE THE INVERSE SO IRONWEAR IS WHITE Ironwear // Brand Guidelines
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RM PRO RM Pro is equipped for clean and sophisticated typography across both print and web platforms. Because of the versatile variations of weight that this font family provides, it becomes the perfect typeface that can be utilized to elevate the brand. The geometric, linear, and sans-serif qualities aid in legibility, and make it an ideal typeface for headlines. Depending on hierarchy, background, and overall visual strength, Light and Regular can be used interchangeably.
Typography
Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
LIGHT
RM Pro Light REGULAR
RM Pro Regular BOLD
RM Pro Bold
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RM PRO
Aa Hh Oo Vv
Bb Cc Ii Jj Kk Pp Qq Ww Xx
Dd Ee Ff Gg Ll Mm Nn Rr Ss Tt Uu Yy Zz
1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
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typography [hierarchy]
Display
DISPLAY RM Pro Regular 20 pt tracking Suggested leading: 10 pt. > pt. size
Heading / Bold
HEADING RM Pro Regular 10 pt tracking Suggested leading: = pt. size
SUPPORTING
SUPPORTING RM Pro Light 50 pt tracking Suggested leading: 3 pt. > pt. size
Body Copy / Regular
BODY RM Pro Light 10 pt tracking Suggested leading: 1.5 pt. > pt. size
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*Underline is used for design purposes and/or to emphasize
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DISPLAY
Headline Call Out Display
HOW TO USE DISPLAY This bold typeface is used for any showcased/primary headlines, call out or display. It is ideal for single sentence, pull quotes or strong statements that you want to stand out or to pack a visual punch. Display usage is great against a photograph or high contrast background. Display should not be used for long statements. Less is more!
HEADING
SUPPORTING
Subheadline Call out Subsection Title
HIGHLIGHT
HOW TO USE HEADING Heading is ideal for sub headlines and longer call out statements. For example, if there is a long statement used to attract attention, use Heading because it is easy to read and can handle multiple sentences. Heading can also be used as a Subsection Header, Title or Category.
SUB-INFORMATION DIGITAL BUTTONS
HOW TO USE SUPPORTING Supporting text is used to help punctuate a typographic composition or collateral. This form can help organize or call out minor detail information, like product number information. This supporting text can be used for buttons on web pages and digital sales material. Supporting text should be brief, kept only to a few words. Ironwear // Brand Guidelines
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typography [elements]
Sample of a display call-out for emphasis. TYPOGRAPHIC ELEMENTS / UNDERLINE The underline is a strong graphic element that is a brand identifier for Ironwear. It is used sparingly for large, bold statements to draw a viewer into the design or message. It is important that the underline does not over power a design or message, but rather act as a visual compliment. The purpose of using the underline is to communicate strength and authority, furthering the position that Ironwear is the trusted resource for safety gear and solutions. helium creative
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Sample Headline > Boots > Eye wear > Vests > Construction > Automotive > Food and Beverage
TYPOGRAPHIC ELEMENTS / BULLET AND DIVIDER > Rather than a traditional bullet and/or Informational divider, Ironwear uses the “>”. This symbol incorporates strong angles from the Ironwear logo, maintaining brand identification and cohesion. It also acts as a unique organizational object to further differentiate the brand while visually communicating a forward-thinking company. We do not use the backward “<” - the arrow should always point forward. Use it in bold or a weight bolder than the body copy. Ironwear // Brand Guidelines
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typography [usage]
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Products built to keep you safe.
DISPLAY RM Pro Regular Size: 50 pt Tracking: 20 pt Leading: 60 pt
HEADLINE RM Pro Bold Size: 18 pt Tracking: 10 pt BODY RM Pro Light Size: 10 pt Leading: 18 pt Tracking: 10 pt
Product Line Select an product to view
> Boots > Eyewear > Vests > Construction > Automotive > Food and Beverage
OVERVIEW: This is a mock poster broken into four columns. This page offers an example of how typography is broken down in various forms to show typographic organization, elements and hierarchy when applied. Ironwear // Brand Guidelines
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typography [usage]
HEADLINE RM Pro Bold Size: 15 pt Tracking: 10 pt
Style
SUPPORTING RM Pro Light Size: 7 pt Tracking: 50 pt
> 4185: Split cowhide leather double palm, Kevlar速 thread canvas back, rubberized safety cuff
4185
> 4186: Split cowhide leather double palm, Kevlar速 thread canvas back, rubberized safety cuff
Style BODY RM Pro Light & Bold Size: 8.5 pt Leading: 10 pt Tracking: 10 pt
STYLE 4185 & 4186
STYLE 4185 & 4186
4185
> 4185: Split cowhide leather double palm, Kevlar速 thread canvas back, > 4186: Split cowhide leather double palm, Kevlar速 thread
HEADLINE RM Pro Regular Size: 24 pt Tracking: 10 pt
The leaders of protective eyewear. Guaranteed. OVERVIEW: This is a mock layout of a catalog page, broken into six columns. This page offers an example of how typography is broken down in various forms to show typographic organization and hierarchy when applied. helium creative
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Guy Harvey Outpost Ironwear Club//& Resort Brand Guidelines Collection
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Elements
Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
COLOR The brand colors are inspired by the safety industry and the original Ironwear heritage. Yellow, black and white are the primary brand colors with shades of gray and warm tones acting as a background palette in photography and other material. The Ironwear Ocean//Resort BrandResidences Guidelines
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elements [color]
IRONWEAR YELLOW PANTONE 102 RGB 252, 227, 0 CMYK 4, 5, 100, 0 HEX #FCE300
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BLACK PANTONE Black 6C RGB 0, 0, 0 CMYK 0, 0, 0, 100 HEX #000000
WHITE RGB 255, 255, 255 CMYK 0, 0, 0, 0 HEX # ffffff ALTERNATE WHITE 5%, 10% Black
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100%
90%
80%
70%
60%
50%
40%
30%
20%
TINT The Ironwear colors can be used at their full capacity or in various tints as needed to create shades and tones. In lieu of strict white, a 5% - 10% tint of black can be used as needed. Ironwear // Brand Guidelines
10%
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elements [design] [graphic]
GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.
GRAPHIC ELEMENT: ANGLE / SLASH A diagonal slash is pulled from the logo shield and can be used as a design element to accent photographs, compositions, etc. The solid slash should be maintained at the same angle as the logo mark, which is a 72° angle. Do not alter the angle. Whether overlayed with a layer effect or used as a solid color, the slash can be a bold or subtle brand identifier.
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GRAPHIC ELEMENT: END CAP
A yellow end cap can be added to accent brand photography. This line is a 13 pt. stroke [13 px wide]. It is always used on the left side of a photograph. Use this design element when generally paired with a headline quote [text overlayed on the image].
GRAPHIC ELEMENT: LOGO SHIELD
The logo shield can be isolated and used as an element for design purposes. Whether to highlight an image, punctuate a word or denote a new title section within a website or catalog. The shield outline, however, should never be made to resemble the logo [a single word within the shield outline]. Use the filled in shield if highlighting a single word. Ironwear // Brand Guidelines
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The Difference
What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative
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Ironwear manufactures quality, competitively priced safety products to help ensure a safe workplace. While we respect the differences among our clients, our commitment to their safety remains constant. With a robust and versatile line of products, Ironwear will help define the necessary item for the task at hand. If we do not manufacture a specific product for the intended application, we will re-engineer it or create a custom design suited for the job. Beyond manufacturing, Ironwear is a leading resource for safety solutions. Through 45 years of industry experience and product knowledge, Ironwear educates the market while staying ahead of current standards and recent innovations.
BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are. The Ironwear Ocean//Resort BrandResidences Guidelines
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the difference [positioning statement + tagline]
Ironwear manufactures quality, competitively priced safety products for a wide range of commercial industries including oil and gas, construction, food processing, utilities, and manufacturing. Along with insight into each industry and personalized customer support, Ironwear offers businesses customized solutions to achieve their safety goals now and in the future, regardless of their size or budgetary needs.
POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand â&#x20AC;&#x2DC;nicheâ&#x20AC;&#x2122; or position. The positioning statement is not shown to anyone outside of the company. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative
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The Smart Side of Safety.
TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line. The Ironwear Ocean//Resort BrandResidences Guidelines
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the difference [mission]
Ironwear engages in an activity-based process by creating product solutions derived from our shared knowledge of working environments. Our procedures allow safety products to be manufactured with the purpose of improving worker safety, increasing productivity, and strengthening businesses within all industrial sectors.
MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative
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the difference [keywords]
Strong
Durable, built to perform in extreme conditions
Safety
Always current with preventive measures, tools and education to protect people from harm
Adaptable
Strong industry knowledge with the resources to flex to customer needs
Reliable
Peace of mind you can count on. Solid and dependable.
Trustworthy
People and products that work and respond as promised
Personable
Easy to connect and communicate with; friendly, responsive
Straightforward
Clear, direct answers and solutions
Supportive
Committed to understanding and backing up customer goals with skill and expertise
Smart
People who leverage knowledge in creative, efficient, and cost-effective ways
KEY TERMS When the brand is discussed, there is an emphasis on several main terms to describe it. These terms will help when communicating the brand both verbally and in writing. helium creative
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Language
The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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VOICE The voice of Ironwear is direct, straightforward and approachable. A masculine tone that uses clear, simplistic language to appeal to a wide audience. The overall brand comes from a visual standpoint of elevated grit, therefore the voice and key messaging need to strike the same balance. Modern and refined, but steeped in a down-to-earth, rugged undertone. There is no fluff, no ethereal or fancy verbiage. Ironwear is educated, skillful, and serious about safety, quality and solution.
The brand key terms and statements are a great place to pull language and messaging from. Words like: direct, smart, straightforward, trust, strong and adaptable. It is important that industry knowledge of safety comes through, showcasing why Ironwear are experts in the field and have top quality products along with insight to make sure a customer has/knows everything they need. All this is communicated in an approachable, friendly tone. Ironwear // Brand Guidelines
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MOOD + INSPIRATION: ELEVATED GRIT The Ironwear brand finds much inspiration within the industry. Rough textures, job-site grit and product materials play a large role in adding visual interest. The goal, however, is to strike a balance between the rough and modern. Ironwear is a refined brand with immense insight and expertise, a brand that is taken seriously as a trusted resource for safety solutions. It is important that this essence is communicated throughout all materials by incorporating an elevated, modern design aesthetic to all brand components. Clean lines, geometric shapes, bold color and design along with contemporary typographic treatment are intended to contrast rough textures and rugged visuals. This juxtaposition is the main inspiration for all things Ironwear. The elevated grit.
Mood + Inspiration
The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative
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STYLE The photography closely follows the inspiration and style to accurately communicate the brand. Photography styles will be engaging, interesting and professionally done. Models may be slightly posed, but should still appear candid. The photography is slightly moody, whether a lifestyle, textural or product shot. We want a viewer to be as engaged visually with an image as they are with the great products Ironwear offers. Photo filters that follow brand standards can be applied to help set a mood, ideally creating a more atmospheric and cinematic visual.
Photography
Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative
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photography
LIFESTYLE / ACTION Lifestyle photography heavily shows people engaging with their respected industry, whether solo or with another person. Images should not be overly posed, if at all. Photography should appear candid, like catching someone in the moment. Cropped faces and macro images are ideal to show a more engaging and cinematic lifestyle, while scenic photographs portray full moments to capture the viewer and show off an environment. A mix of both macro and wide angle shots should be used for visual contrast. On a selective basis, the companyâ&#x20AC;&#x2122;s branded apparel and should be incorporated into the photography. helium creative
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TEXTURE Texture and abstract photography are essential to the brand. Textures can be found from the industries that Ironwear services - from construction sites to restaurant kitchens. Concrete, metal, smoke, dirt. These images are ideally shot in a macro format so details are rich and enhanced. Ironwear // Brand Guidelines
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photography
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PRODUCT Brand product photography is intended to be engaging and visually interesting. These are captivating shots, not intended to be used to sell one specific product in a catalog. No white backgrounds or dull finishes. These are images that are used to show product in the best light, whether it is in use or styled. When appropriate, using the Ironwear logo to show off a product is great. Ironwear // Brand Guidelines
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Guy Harvey Outpost Club & Resort Collection
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Ironwear // Brand Guidelines