Fisher Brand book by jfrauen

BRAND STANDARDS 6/2018 | Version 2.0

7777 N 73rd Street Milwaukee, WI 53223 douglasdynamics.com

BRAND STANDARDS

FISHER Brand Standards

03 MANIFESTO

TYPOGRAPHY

DEFINITIONS

COLOR

BRAND POSITION

PHOTOGRAPHY

BRAND VOICE

PRINT ADS

VISUAL OVERVIEW

37 WEB, DIGITAL & SOCIAL

LOGO

ABOUT DOUGLAS DYNAMICS

MANIFESTO

Without action without getting out there and getting after it, without earning it – a legacy is nothing. It’s just a bunch of words strung together by people who want to feel like they’ve done something, like they’ve made something. Life – the good stuff, the impressive stuff, the stuff worth actually talking about; it happens in the doing. It happens when no one else is watching. When there’s no fanfare or attaboys. Hell. Sometimes truly great things happen when the sun isn’t even around to see it. Those are the moments that matter most. So while other people are worrying about their legacy, we’ll be out here doing. Same as we always have.

FISHER Brand Standards

WE ARE FISHER® NATION.

DEFINITIONS

FISHER Brand Standards

DEFINITIONS

LET’S GET A FEW THINGS STRAIGHT. You might be reading this and thinking, “Nice book, but what does any of this stuff actually mean?” Well, here you go.

Brand Voice This one’s easy. Our brand voice is the style, tone and words we use to express our personality.

Brand Position It’s who we are, what we represent and how we want people to think/feel us.

FISHER Brand Standards

BRAND POSITION

FISHER Brand Standards

BRAND POSITION

WE’RE FOR DOERS.

For more than 70 years we’ve been building plows and spreaders for way-makers.

FISHER Brand Standards

FISHER® NATION doesn’t stand to the side waiting for someone else to clear a path. They go where others haven’t. And the way we see it, it’s our job is to keep making the equipment that keeps these guys plowing forward.

BRAND VOICE

FISHER Brand Standards

BRAND VOICE

ACTIONS SPEAK LOUDER THAN WORDS. SO WHEN WE DO HAVE SOMETHING TO SAY PEOPLE TEND TO LISTEN. Writing for FISHER® is easy because we don’t hide behind BS or bravado. We know who we are and what we stand for. Put our personality into your writing and you’re doing it right.

PERSONALITY TRAITS: We’re Doers We’ve been at this for a long time. And the way we see it; we’d rather drop the plow and show what we’re about than stand around talking about ourselves. That’s why when we do have something to say we make a point to be straightforward. Pick your words carefully so they’re impactful, concise and clear.

We’re Authentic The plow people love today is the same plow people loved decades earlier. Sure the technology has changed but our New England roots haven’t. Think of the people who push our plows and write to them. And for the record that doesn’t mean tossing in stuff like, “Wicked” or “Chowda.”

FISHER Brand Standards

BRAND VOICE

We’re Sincere We love plowing, we love New England and above all, we respect our history. Don’t be afraid to tap into that. Just avoid getting too poetic – the only fluff we’re into is the snowy kind.

We’re Proud We’re good at what we do. And we know it. But that doesn’t mean we’re jerks. It just means we’ve got more than 70 years of proof in our corner and we’re not afraid to remind people. Make your writing confident, not cocky.

We’re Approachable We’ve got a lot of skin in the game. And part of being the best is bringing the people around you along for the ride. We want everyone, from the newbies to the old timers, to feel like they’ve got a place in FISHER® NATION. So toss out your AP Style Guide and write like you’re talking with a buddy.

FISHER Brand Standards

BRAND VOICE

A COUPLE OF RULES Rule #1 When you’re writing, talk to people, not at them. Using “you/you’re” makes all this marketing stuff sound less like an ad and more like a conversation.

Rule #2 Don’t be afraid to bend the rules. Situations change. This book is meant to help you, not handcuff you.

FISHER Brand Standards

VISUAL OVERVIEW

FISHER Brand Standards

VISUAL OVERVIEW

Enough talk about how we talk. Let’s get into how we look.

FISHER Brand Standards

If you’ve been paying attention up until this point

legacy everyday –and we’re not going to lose

you can probably guess how this stuff is going to go.

ourselves along the way with fancy photo shoots or

We’re going to use photography, typography and colors to help tell the story of how the guys who push FISHER® plows are out there earning their

glossy retouching. Because the way we look should be like the way we talk – authentic and sincere.

LOGO AS FAR AS THE LOGO GOES, YOU’VE GOT A FEW OPTIONS. The SPLAT should be your go-to. If that doesn’t work then try the WORD.

SPLAT

WORD

Clear space:

We’re not going to tell you that you can do

Take “R” in FISHER®. That’s how much room

whatever you want with this one. We’re also

there needs to be all the way around.

not going to spell out a bunch of hyper-specific

Uses:

rules. Use your best judgment, show this classic logo some respect and make it look

This is a little muddier. Use your best judgment.

great in your layouts.

But consider using this one for clothing or smaller digital things.

Uses: Print, large digital displays, trade booth graphics – you get the idea.

2x2 in

1.5x1.5 in

1x1 in

.5x .5 in

.25x .25 in

Minimum Size:

Variations:

Minimum Size:

Variations:

We’re proud of our mark. And we want people

Depending on the image in your layout pick the

Don’t disrespect our logo and all that it stands

Depending on the image in your layout pick the

to see it. So never shrink it below 0.75 x .075 in.

SPLAT that stands out the best.

for by making it any smaller than 0.75 x .075 in.

version that stands out the best.

/ 55 x55 px.

0.75 x 0.75 in.

55 x 55 px.

2x2 in

.75x .75 in 55x55 px

FISHER Brand Standards

1.5x.1.5 in

1x1 in

.75x .75 in

.5x .5 in

.25x .25 in

TYPOGRAPHY

OUR GO-TO TYPEFACE IS DIN. It’s simple, it’s straightforward and it’s the FISHER® typeface. We’ll switch up the weight to keep things legible.

COLOR

YELLOW IS OUR COLOR. IT ALWAYS HAS BEEN. IT ALWAYS WILL BE. BUT THAT DOESN’T MEAN THAT’S ALL YOU’RE STUCK WITH. We’re a New England brand, so we want to look like a New England brand. Pull colors from the landscape – think earthy, natural.

DIN BOLD Use for emphasis.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DIN MEDIUM Use for headlines (all caps) and sub-heads (sentence-case).

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DIN REGULAR Use for body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

FISHER Brand Standards

PANTONE 109 CP

PANTONE Black 2 CP

PANTONE Cool Gray 10 C

CMYK RGB HEX

0 9 100 0 255 209 0 FFD100

39 43 80 91 51 47 33 332F21

40 30 20 66 51 47 33 63666A

NOTE: For type in 4/C print

pieces, use 100%K.

pieces, use 85%K.

PHOTOGRAPHY

WE’RE A LEGACY BRAND. NOT JUST BECAUSE WE’VE BEEN AROUND A LONG TIME BUT BECAUSE WE’VE EARNED IT. Our photography needs to tell that story. No just throwing a picture into the layout. It needs to be purposeful. It needs to say something. And It needs to look authentic too. The more candid, the more real, the better. And the plows? Action shots are great but don’t be afraid to show them stopped. Those moments right before the work starts and after it’s done are important too.

FISHER Brand Standards

PHOTOGRAPHY

PICKING AND PREPPING PHOTOS The right photo can make all the difference. Keep these 5 things in mind when choosing photos:

INTENSE CONTRAST – bright whites, deep blacks and rich silvers

DON’T COMPLETELY DESATURATE IMAGES

USE YELLOW DELIBERATELY AND MAKE IT STAND OUT

NO MORE BLUE SKIES

NO PEOPLE IN ADS

FISHER Brand Standards

PRINT ADS

THE PASSION FOR FISHER® IS PASSED DOWN FROM GENERATION TO GENERATION. Not out of some sense nostalgia but out of a desire for quality. Things change over the years, but FISHER’s quality never will. Our ads should tell the story of our plows and the people who use them.

Headlines The headline should work hand-in-hand with the photography and speak to the story of that ad, not just a feature or benefit of the plow being showcased.

Body Copy It’s not a place to dump a laundry list of features and benefits, that’s what the website and sell sheets are for.

Footer This is where the guts and all the other must-haves like , logo, product name and features/benefits live.

FISHER Brand Standards

PRINT ADS

FISHER Brand Standards

WEB & MOBILE

SAMPLE WEBSITE & MOBILE Our website needs to look and sound like everything else we do. It also needs to make finding product features and benefits easy.

FISHER Brand Standards

SOCIAL MEDIA

SAMPLE SOCIAL MEDIA POSTS Stick to our tone, photo-style and color palette. And since FISHERÂ® is all about doing, create posts that encourage engagement and interaction.

FISHER Brand Standards

FACEBOOK

DIGITAL ADS

SAMPLE DIGITAL ADS By design, banner ads arenâ&#x20AC;&#x2122;t a place for us to tell our whole story. But we can introduce ourselves and drive people to the website to learn more about specific products.

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FISHER Brand Standards

ABOUT DOUGLAS DYNAMICS

Douglas Dynamics is North Americaâ&#x20AC;&#x2122;s premier manufacturer and upfitter of commercial vehicle attachments and equipment. For more than 70 years, the Company has been innovating products that not only enable people to perform their jobs more efficiently and effectively, but also enable businesses to increase profitability.

FISHER Brand Standards