Hustler Brand Guide

Brand Guide

This manual should be treated as a work-in-progress. Though these rules are current at the time of publication, certain elements are re-evaluated and changed over time as the brand grows and develops. For additional assistance with brand application or interpretation, please contact Creative Director Chad

HUSTLER COLOURS

Primary Colour

The primary colour is Pantone 355 C (Hustler Mint Green) along with its associated CMYK, RGB and Avery vinyl breakdowns.

HUSTLER FRESH WHITE

Vinyl Application

Avery 730 White Matte

HUSTLER MINT GREEN - PANTONE 355 C

Vinyl Application Avery 755-01 Bright Green

Hustler’s Fresh White on Mint Green is the primary logo application. It is vital that a 100% White is maintained throughout the brand application.

Secondary Colours

A selection of Pantone Cool Grey C range may be used as secondary colours.

94

G - 155

B - 58

#009b3a

PANTONE COOL GREY 11 C 80% Black (RGB hex #4d4d4f)

PANTONE COOL GREY 8 C 60% Black

PANTONE COOL GREY 5 C 40% Black

PANTONE COOL GREY 2 C 20% Black

PANTONE COOL GREY 1 C 10% Black

Clear space

X = the width of ‘E’. This measurement informs the clear space around the logo.

Please note: No type or graphic should intrude this space.

HUSTLER LOGO Holding shape

The Hustler logo is often used in a holding shape derived from the 74º angle within the logo type.

The shape may expand or contract as long as it adheres to the clear space rule.

Primary Logo

The primary colour holding shape with the logo in white with the appropriate clear space.

Whenever necessary, the angled edge of the holding shape can be as far from the logo as necessary, within reason.

Secondary Logo

Colour reversal

Can be used whenever the Primary Logo isn’t possible, but clear space must always be observed.

NOTE: Only in specific approved lockups, can the clear space be ignored, but even in those cases the clear space must be observed around the entire lockup.

Colour application of the primary colour with the logo in white.

Secondary Logo

Can be used whenever the Primary Logo and Reverse without holding shape both aren’t possible, similar to prior slide - especially regarding clear space.

One colour application of the primary logo in Hustler Mint Green on white.

HUSTLER BRAND GRAPHICS

Development

The 74º angle within the logo forms part of Hustler’s ownable identity. It is used throughout the development of brand graphics.

HUSTLER BRAND GRAPHICS

Icons

It is advised that the 74º angle be used when developing brand icons.

4 YEAR WARRANTY

BRAND GRAPHICS

Landscape pattern

The landscape pattern was developed for Hustler HQ. It is a good example of the angle application to brand graphics.

BRAND GRAPHICS

Information graphics

Information graphics should be as simple as possible without losing context. Where possible the angle and graphic style of the icons should be incorporated.

BRAND GRAPHICS

Achieve more graphic

The Achieve more graphic introduces a scalable holding shape which may be used throughout the brand application to highlight content. See page 15.

Warranty

The two and four year warranty may be applied in its primary or secondary (colour reversal) application.

HUSTLER BRAND GRAPHICS

Information graphics

The Hustler ‘speech bubble’ may be scaled to host pull-out copy. This execution is best used in isolation. As the execution already includes the Hustler logo it should not be used alongside additional Hustler branding. ie. on a brochure cover.

Application Example:

HUSTLER

BRAND GRAPHICS

Primary font

The Hustler primary font is New Frank. The font should be used for all communications - print as well as electronic. New Frank is an Adobe font and can be activated in Adobe Creative Cloud.

ABC abc @ 123

# Achieve more

- New Frank ExtraBold

ABC abc @ 123

# Achieve more

- New Frank Bold

ABC abc @ 123

# Achieve more

- New Frank Medium

ABC abc @ 123

# Achieve more

- New Frank Regular

ABC abc @ 123

# Achieve more

- New Frank Regular Italic

HUSTLER LAYOUT Grid

There are no strict rules with regards to the grid or layout structure. This section will be developed over time. In the interim please use these as a guide and not a rule.

Retail advertisement

Example

LAYOUT

1. Headlines

Advertising headlines are highlighted with a green accent. It’s size should match the top of a capital ‘H’ using the headline font size.

Align accent with the top of the headline.

1.

2. Descriptors

Descriptors are underlined and make use of a varied width line that highlights the descriptor. The thicker part of the line should extend past the type to match the height of the font used in the descriptor.

SX210

1.

2.

HUSTLER IMAGE USAGE

Photography

The visuals associated with Hustler should be aspiring and in line with‘Achieve more, every day’.

As far as possible the photography should relate to the complete farming experience. The farmer, farm, livestock and equipment.

The ideal visual sets a mood without being overly dramatic.

HUSTLER

IMAGE USAGE

Product shots

The product shots are deep-etched with a clear background. They are grounded by subtle faded shadows.

The shadows should always be applied in the same direction and angle to assist with a unified look when viewed as a group.

HUSTLER PRODUCT DECALS

Machine Decals

NOTE: Except on the smallest pieces of equipment - like loader attachments & bale handlers -, decals generally appear at different spots locations on each machine, and the different locations tend to have different requirements. These decal standards are specific to each different type of location. The standards on this page are the Primary decal lockup standards, but the alternate lockups described on subsequent pages are for special circumstances described on each.

Primary decal lockup standards:

White vinyl decal adhered directly onto green powder coat.

Range name is aligned with the top of the Hustler Logo.

Font is Salvatore Regular Italic0% tracking / Optical kerning

Height is 63% the height of the ‘H’ in the Hustler logo.

Product number is aligned with the bottom of the Hustler Logo.

Font is Salvatore Black Italic0% tracking / Optical kerning

Height is 30% the height of the ‘H’ in the Hustler logo.

Range name & Product number are leftaligned, and spaced 55% the height of the Hustler logo to the right of the logo.

Range name - Salvatore Regular Italic

Product number - Salvatore Black Italic

HUSTLER PRODUCT DECALS

Alternate decal lockups: Stacked

There are a few alternate decal lockups: Stacked lockups , Separated lockups and Large machine lockups - both regular and separated.

Stacked lockups are used in smaller spaces with more available vertical space than horizontal space.

In Stacked lockups, the size differences are the same as regular lockups (Range name height is 63% of height of the H & Product number height is 30% of the height of the H), but the Range name and Product number are bottom aligned, then together both are centered below the Hustler logo.

The distance between the Hustler logo and the Range name is 20% the height of the ‘H’ in the Hustler logo.

UNROLLA LX104

PRODUCT DECALS

Alternate decal lockups: Separated

Separated lockups are used in spaces separated by a structural element such as a strut or a divider.

There are are a few different types of separated lockups.

The first kind retains the same relationships as the regular decal lockup (Range name height 63% and Product number height 30% the height of the ‘H’).

Each half is placed on either side of the obstruction aligned both top & bottom, centered vertically within the space available. The distance from the obstruction is 55% the height of the ‘H’ in the Hustler logo.

HUSTLER

PRODUCT DECALS

Alternate decal lockups: Separated

The second kind of separated lockup is also used whenever the lockup is separated by a strut or divider, but whenever the Range name is too small in comparison to the Hustler logo, so both are increased in size to create more balance.

The Range name is the same height as the ‘H’ in the Hustler logo and the Product number is 50% the height of the ‘H’ in the logo.

Both halves are aligned by both the top and bottom and centered vertically in the space.

The last kind of separated lockup is used on large wagons and will be covered on the following page.

PRODUCT DECALS

Alternate decal lockups: Large machine lockups.

There are two types of Large machine lockups - regular and separated. Both are for display on large flat spaces on the large wagons only.

In regular large machine lockups , there’s a central section of the wagon large enough to accomodate the full unseparated decal.

The Range name is the same height as the ‘H’ in the Hustler logo and the Product number is 50% the height of the ‘H’ in the logo. The top & bottom of the Range name are aligned with the Hustler logo with the Product number under the Range name, left-aligned with it. Both are 55% the height of the ‘H’ in the Hustler logo away from the the logo.

The entire lockup is vertically centered in the panel where it’s adhered.

Separated large machine lockups are used when the large flat section is separated by something like a strut or a divider.

In separated large machine lockups , the size differences between logo & Range name are the same as regular lockups, but the Range name and Product number are separated by some obstruction.

The Range name / Product number half is centered vertically in the space, and the Hustler logo is top- and bottom-aligned with the Range name - even on opposite sides of an obstruction.

logo & range name top- & bottom-aligned

logo & range name top- & bottom-aligned