CLIF JIN ZHOU BRAND GUIDELINES
JIN ZHOU
CLIF BRAND STRATEGY BOOK
Table of Contents
4 Logo Development-Sketchs 8 Sketches and Computer Drafts 10 The Main Logo 12 Logo with Clear Space 13 Minimum size 14 Signatures & Alternate Logos 16 UnApproved Uses 18 Color Palette 20 Typography 21 List of the Applications 22 Business System 24 Applications 28 Brand Extension
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BRAND GUIDELINES
Sketches
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BRAND GUIDELINES
Sketches and Computer Drafts
CLIF CLIMBING
CLIF CLIMBING
CLIF CLIMBING CLIF CLIMBING
CLIF
CLIF CLIMBING
CLIF CLIMBING
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CL IF CL IM BIN G
CLIF CLIMBING
CLI
MB
C ING
L I F
CLIF CLIMBING
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BRAND GUIDELINES
The Main Logo
The logo is designed based on geometric graphics. The folded lines show that there are endless possibilities for sports and also represent climbing ropes. According to the brand's keywords, I chose red and black as the primary colors. Bright colors have a strong visual effect.
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BRAND GUIDELINES
X
X
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”. X
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3.5 in
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X
X
3.5 in
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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 for 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
0.6 in 15 mm 42 px
Symbol
The Main Logo 1 in 24 mm 68 px
CL
1.2 in 30 mm 85 px
IF
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BRAND GUIDELINES
UnApproved Uses
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.
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5. Do not place logo near objects without defined clear space.
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2. Do not stretch or alter logo in any way.
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6. Do not use graphic effects on our logo.
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3. Do not change the color of logo.
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7. Do not place logo on backgrounds with high contrast or that limit legibility.
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4. Do not change the typeface of the logo.
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8. Do not change the opacity of the logo.
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BRAND GUIDELINES
Color Palette
The colors used in the CLIF logo are listed below. No other colors may be substituted.
primary color
secondary colors
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
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BRAND GUIDELINES
Typography
Clif uses Neurial Grotesk as primary typeface. The modern and bold typeface helps us communicate brand soul.
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
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Signage
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BRAND GUIDELINES
Water Bottle
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BRAND GUIDELINES
Uniforms
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BRAND GUIDELINES
Brand Extension 01
ENERGY DRINK
CLIF ENERGY DRINK is a carbonated beverage that Vitalizes Body and Mind without sugar and only five calories per 8.4-Fluid ounce can. Clif is one of the best energy drinks to have by your side and is appreciated throughout the world by top athletes and busy professionals to college students and travelers on long journeys. For those who have to stay on their game during intense meetings or creative brainstorming sessions, in action with teammates or competitors, or want to get the most out of life.
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Brand Extension 02
LOCKING CARABINER
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.
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Brand Extension 03
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.
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Brand Extension 04
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CLIMBING WATCH
Brand Extension 05
CLIMBING SHOES
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BRAND GUIDELINES
Brand Extension 06
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CLIMBING BAG
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BRAND GUIDELINES