Brand Standards Guidelines by jin zhou

BRAND STANDARDS GUIDELINES

CLIF CLIMBING

Table of Contents

4 Introduction 6 The Main Logo 8 Logo with Clear Space 10 Minimum size 11 Signatures & Alternate Logos 12 UnApproved Uses 14 Color Palette 16 Typography 17 List of the Applications 18 Business System 20 Applications ÂŠ 2018 All rights reserved No part of this publication may be reproduced,

24 Brand Extensions

stored, processed, duplicated or distributed using electronic systems in any form or by any means whatsoever without the express written consent of Jin Zhou.

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

New Brand Mission Statement

Intro statement

New Brand Soul

A consistent identity is a vital component of any successful company. A business is recognized by its visual representation, and, therefore, should always strive to make a consistent and memorable impact on its intended audience.

Whether you are an experienced climber, a newbie, or just someone looking for a great place to adventure, you will find your place with Clif Climbing Gym.

Color, typography and other visual elements presented in this manual must be strictly followed. This will ensure brand extension retains the same integrity and value as our company name.

Repositioning Statement

About the Clif Guidelines

CLIF provides rock climbing services and support for customers. We understand the demands of climbing and cater to many different styles of workouts with our versatile and comprehensive selection of fitness equipment and tools. CLIF endeavors to offer visitors and members variety in their training so you wonâ&#x20AC;&#x2122;t see just one type of climbing in our facility. We offer bouldering, top-roping, auto-belays and lead climbing with the instruction and guidance to encourage climbers to try a little of everything and the staff and expertise to help them become proficient.

These guidelines represent the standard for the Clif brand. In its pages, you will find information on approved colors, typefaces and a range of other topics. Also included are examples of what to avoid when applying the logo and other visual elements

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

The Main Logo

The Clif logo is a clear signpost for our brand and our primary visual symbol. In keeping with our brand personality, our logo is straightforward and simple. It is rendered to maximize visual appeal and effectiveness. The logo is designed based on geometric graphics. The folded lines represent endless possibilities of sports and also represent the climbing rope. The keywords of the new brand are dynamic, powerful, and passionate. Red and black are the main colors that can give the logo a strong visual effect.

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

Logo with Clear Space

Always leave space around the logo to protect legibility. This safe area must be free of copy, graphic elements, inset imagery, and color. No visual elements other than the background may encroach on this space. The minimum required clear space for the logo is defined by the measurement “X” as shown. This measurement is equal to the height of the letter “C”.

3.5 in

IF 9

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

Minimum size

Signatures & Alternate Logos

The minimum width for the symbol is 15 mm, 0.6 inches, or 42 pixels. The minimum height is 24 mm, 1 inches, or 68 pixels. The minimum width for the vertical logo is 15 mm, 0.6 inches, or 42 pixels. The minimum height is 30 mm, 1.2 inches, or 85 pixels. The minimum width of the horizontal logo is 20 mm, 0.8 inches, or 58 pixels. The minimum height is 24 mm, 1 inches, or 68 pixels.

0.6 in 15 mm 42 px

Symbol

The Main Logo 1 in 24 mm 68 px

1.2 in 30 mm 85 px

CL 10

IF 11

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

UnApproved Uses

It is important to not improperly use either the Clif logo. The following list of incorrect usages must be avoided to maintain the integrity of CLIF brand.

CLIF 1. Do not create, retype or redraw logo.

5. Do not place logo near objects without defined clear space.

2. Do not stretch or alter logo in any way.

6. Do not use graphic effects on our logo.

3. Do not change the color of logo.

7. Do not place logo on backgrounds with high contrast or that limit legibility.

4. Do not change the typeface of the logo.

8. Do not change the opacity of the logo.

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

Color Palette

The colors used in the Clif logo are listed below. No other colors may be substituted. The primary palette can be applied to print pieces and to select web pieces. The secondary palette was developed specifically for the web and should be applied to graphic elements on the website.

Secondary Palette

Primary Palette

RED 032C

BLACK

YELLOW 1235C

GARY 5C

C0 / M90 / Y75 / K0

C0 / M0 / Y0 / K100

C0 / M30 / Y95 / K0

C30 / M25 / Y25 / K0

R207 / G66 / B69

R0 / G0 / B0

R236 / G183 / B57

R179 / G177 / B177

HEX cf4245

HEX 000000

HEX ebb738

HEX b2b1b1

CLIF CLIMBING

Typography

Clif uses Neurial Grotesk as the primary typeface. This font is appropriate for the sports brand. Using bold font can show the feeling of power and energy.

BRAND STANDARDS GUIDELINES

List of the Applications Website App Poster Brochure

Headline Font - Neurial Grotesk Bold

Signage Advertisements

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Business system Tags Packaging Signage Bags Apparel Water bottle Stickers

Body Copy Font - Neurial Grotesk Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

Business System

CLIF CLIMBING

Applications-Signage

BRAND STANDARDS GUIDELINES

Applications-Water Bottle

CLIF CLIMBING

BRAND STANDARDS GUIDELINES

Applications-Uniforms

CLIF CLIMBING

Brand Extension 01

BRAND STANDARDS GUIDELINES

ENERGY DRINK

Clif Energy Drink is a liquid blend of carbs and B vitamins that are formulated to fuel muscles so youâ&#x20AC;&#x2122;re ready to take down the miles ahead. Drink within an hour of training or climbing. Get the boost you need to make it through your day with this Clif Energy Drink.

CLIF CLIMBING

Brand Extension 02

BRAND STANDARDS GUIDELINES

JUICE BAR

Clif Juice Bar is overwhelmingly plant-based, gluten-free, organic without added sugars, and always use 100% whole fruits and vegetables from scratch. From Clif Juice Bar you'll get fruity, delicious, healthy and tasty smoothies and juices fast.

CLIF CLIMBING

Brand Extension 03

BRAND STANDARDS GUIDELINES

CLIMBING GEAR-LOCKING CARABINER

Climbing is a challenging and exhilarating pursuit, but it is important for people to have the correct equipment to ensure they stay safe at all times, whether they are scaling the highest mountains or just starting out. We've got all the gear you need to get out and have fun. No matter if you prefer trad or sports climbing, bouldering, mountaineering or mixed climbing, our experienced staff has used the gear we sell. You can find locking carabiner, climbing rope, watch and shoes in our store.Â

Locking carabiner, personal protective equipment against fall from the height, widely used in activities at height, such as rock climbing, rescue, arborist, caving, canyoning. It's a connector with high breaking strength in lightest weight. It connects, consolidates and fixes gears, ropes while providing solid protection.

27 29

CLIF CLIMBING

Brand Extension 04

BRAND STANDARDS GUIDELINES

CLIMBING GEAR-CLIMBING ROPE

The Clif rope is the perfect all-rounder for indoor and outdoor climbing. The black middle-marking is an additional safety factor. This rope is best used for work in dry environments, making it perfect for alpine or multi-pitch objectives.

CLIF CLIMBING

Brand Extension 05

BRAND STANDARDS GUIDELINES

CLIMBING GEAR-WATCH

Clif watch with electronic sensors which measure and shows the outdoor conditions: Temperature, pressure, altitude and compass directions. The watch includes the current time, daily alarm, chronograph, and timer. Compact size and optimal fit for sports and daily wear.

Brand Extension 06

CLIMBING GEAR-SHOES

The Clif climbing shoes combine a seriously aggressive down-turned toe with the convenience of a slip-on design to get you sending quickly. To top it off, CLIF added a super sticky sole and wrapped the rubber over the toe to give you an edge on the steepest routes out there.

CLIF CLIMBING

clifclimbing.com