Scout >> Brand Standard Guidelines
Brand Standard Guidelines HEADER SUBHEADER
Body copy
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Table of Contents 06
Logo Concept
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Logo Signatures
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Clear Space & Construction
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Minimum Size
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Logo Variations
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Unauthorized Users
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Color Patlette
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Typography
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Typesetting
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Photography
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Patterns
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Businns System
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Applications
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Brand Extensions
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Brand Standards
“The following pages will help guide you as make design decisions when using our logo and creating any materials for our brand Scout. Always come back to these pages if you get lost.�
Scout << Brand Standard Guidelines
Concept
LOGO The logo was inspired by prehistoric cave markings found in places where only the brave would explore. Many cave paintings show animals that are made up of rough lines and simple shapes. The color was chosen to reflect the paint color that was available at the time, a deep dark red. A prehistoric looking mountain goat crossed with an antelope, was chosen because they are capable of surviving in extreme conditions. Mountain goats can climb mountains and cliffs in the most extreme conditions such as snow and ice. The typeface, Iowan Old Style, was paired with the logo mark to help make it stand out. The typeface has been described as a hardy and hardworking typeface which is what the brand Scout is about: extreme, playing hard, and exploring.
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Brandmark
Signature
Wordmark
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Scout << Brand Standard Guidelines
Logo Signatures The logo can be displayed as a vertical or horizontal logo depending on the size. Vertical Logo
Horizontal Logo
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Scout
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Avatar options
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Scout << Brand Standard Guidelines
Clear Space & Construction The logo should never overlap with any images or text, make sure there is adequate clear space around the logo. The clear space is the height of the lowercase letters in the brand name.
x
x
x
x Scout x 10
=x
Vertical Logo The wordmark sits below the brandmark is smaller in size compared to the goat to give emphasis on the goat.
Scout >> Brand Standard Guidelines
x
x x
Horizontal Logo The wordmark moves to the right side of the brandmark and becomes the same height as the goat.
xScout
=x
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Scout << Brand Standard Guidelines
Minimum Size
The vertical logo should never be displayed at less than 2 inches. If the logo needs to be this size, the horizontal logo should be used in its place. For Print
2 in
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For Web
1 in
Horizontal Logo When the logo becomes to small, it changes to the horizontal logo layout, which is found on our website..
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Alternative Colors
Logo Variations If the logo cannot be used in its primary color, it can be used in a black and or reversed (white) versions instead. The white logo can go on top of any of the acceptable colors in the color palette.
Main logo
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Black & white version of logo
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Reversed logos
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Scout << Brand Standard Guidelines
Unauthorized Users
â&#x20AC;&#x153;Why change something already great?â&#x20AC;? Please do not do the following to our logo.
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Scout >> Brand Standard Guidelines
Scout DO NOT use any other color
Scout DO NOT alter the logo proportions
DO NOT outline the logo
Nothing should go on top of
Scout DO NOT distort the logo
the logo.
DO NOT interfere with clear space
Scout
DO NOT place at it an angle
Scout Scout
DO NOT use a drop shadow
DO NOT place the wordmark above the brandmark.
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Scout << Brand Standard Guidelines
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Primary
Primary
Secondary
Cave Paint Red
Dirt Brown
Sky Blue
R156 G18 B0 C24 M100 Y100 K23 #9c1200 Pantone P 50-8 C
R79 G33 B0 C43 M77 Y91 K60 #4f2100 Pantone P 445U
R20 G153 B207 C76 M25 Y4 K0 #1499cf Pantone P 45-2U
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Scout >> Brand Standard Guidelines
Color Palette Colors are important to our brand. We use only colors found in nature, therefore we used a dark brown, a dark red, a bright blue, and light grey. The colors are
never to be used in gradients or in tints. Text should always be set in the primary brown color, while the accent colors of blue and grey are to be used for icons and visual elements.
Tertiary
Storm Clouds R236 G229 B225 C6 M8 Y8 K0 #eee5e1 Pantone P 3-9U 19
Iowan Scout << Brand Standard Guidelines
Iowan subheader
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Iowan Body copy
Iowan Iowan Iowan Iowan Iowan Iowan Iowan Iowan 20 Iowan
Iowan
Scout >> Brand Standard Guidelines
Typography Scout uses just one typeface to keep things simple. Iowan Old Style is the typeface of choice and should be the only one used. It can be used in different weights and sizes. The only exception to this rule is the logo, which should strictly follow the rules in this book.
Iowan Old Style Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Iowan Old Style Roman Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Scout << Brand Standard Guidelines
Typesetting Our subheader 1 goes over the header
We Never Use All Caps. This is an example of what the body copy should look like. It is set in Iowan
Old Style Roman at point size 10 and has a leading point size of 15. The tracking is also set at 20+, but can go up or down ensuring the text is not to loose
or to tight.
This our subheader 2, which helps label various items and is usually only one word long.
Header 1: Iowan Old Style Bold , 22pt Subheader1 : Iowan Old Style Roman, 12pt Subheader 2: Iowan Old Style bold, 9pt Body Copy: Iowan Old Style Roman, 9pt/15pt Pull Quote 1: Iowan Old Style Bold, 23pt Caption: Iowan Old Style, 6pt
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â&#x20AC;&#x153;Sometimes when we want to communicate something really interesting we use this style as our pull quote, which goes across all three columns.â&#x20AC;?
Sometimes if we want explain something we use this typesetting as our caption, which only takes up one column width. If there are two colophons used on opposite pages, they should align with each other.
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Using the Right Image
Photography Style Scout is all about extreme adventure and we like to capture those moments. We use outdoor photographs that show at least one person in the photo, but
you will never see the subjects full face or straight on as it is covered up by a
helmet or not facing the camera directly. Images can be full-bleed, across several columns, or have one edge bleeding off the page.
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Scout << Brand Standard Guidelines This is an example of a full bleed image
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SUBHEADER
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Scout << Brand Standard Guidelines
Patterns We try to use our tribal pattern to make our designs more fun. The tribal pattern goes along well with our logo as it has soft edges and that hand drawn look to it. We want the pattern to stand out, but sometimes when you need to put text over it, itâ&#x20AC;&#x2122;s okay to lower the opacity.
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Scout >> Brand Standard Guidelines
Body copy
These are Acceptable background colors when using the pattern.
Only the lower the opacity on a grey background, do not lower past 50%.
Sometimes we use a grey rectangle across the pattern if information is needed on the page.
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Scout << Brand Standard Guidelines
Business System
When sending out information or materials for our brand, please use our designed cover letter, letter head, envelope, and business cards.
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SUBHEADER Scout
HEADER Corporate Office 1599 Cliff Ave
Los Angeles, CA 90210
November 11, 2018 Richard M. Smith 1599 Cliff Ave
Los Angeles, CA 90210
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Dear Mr. Smith, Thank you for you interest in the position of the adventure enthusiast. Scout would love to have you as part of our team. Please accept this as our formal offer letter. We would love for you to start on December 10, 2018. Please give our corporate office a phone call if you wish to accept this position.
Sincerely,
Sam Scout Sam Scout CEO, Scout
Scout
Scout
Kari Rozwadowski
Corporate Office
Graphic Designer
1599 Cliff Ave Los Angeles, CA 90210
Benjamin Smith W347S6784 Waterville Rd Los Angeles, CA 90210
1.415.789.7088 1599 Cliff Ave
Los Angeles, CA 90210
Yourscoutadventure.com
Rozwadowski@scout.com
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Extreme Adventure Equipment
Applications Scout provides all basic and accessories for any adventure. If you come
to one of our stores, you will find everything you need for the ultimate adventure experience.
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Scout >> Brand Standard Guidelines
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Scout
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Scout << Brand Standard Guidelines
Brand Extension #1
Protein Bars Scout now offers line of protein bars packed with simple nutrition and none of that other BS. They are available in three flavors: cherry chocolate, vanilla bean,
and chocolate chip. The bars come in a reusable wood box to ensure quality and provide environmentally friendly packaging options.
Cherry
Chocolate Bar
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18g
Protein NET WT 1.9 OZ (56G)
Vanilla Bean Bar
18g
Protein NET WT 1.9 OZ (56G)
Chocolate Chip Bar
18g
Protein NET WT 1.9 OZ (56G)
Scout >> Brand Standard Guidelines
18g
Pro
tein
Scou
t
10o
Che rr Coco y Choco late nut Cho Min colte t Ch ocol ate
z (3
2g)
NEW
WT
15O
Z
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Scout << Brand Standard Guidelines
Brand Extension #2
Whiskey
Scout now offers line of Whiskey: an extreme taste, but smooth finish. Itâ&#x20AC;&#x2122;s great
for sipping and enjoying after a long adventure to warm your soul. The bottle has an etched tribal pattern to capture the roughness of an adventure and what you
could encounter. The bottle comes inside a wood box to tie together the idea of nature. Tumblers are also available with the etched pattern and logo.
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Scout << Brand Standard Guidelines
Travel Agency
Scout Tours Now you can book the ultimate adventure with the help our adventure agents in the comfort of your house. You can pick from pre-planned trips, or create your own epic adventure by creating your own trip.
To book your next adventure please go to: https://www.yourscoutadventure. com/book-with-us.
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Scout << Brand Standard Guidelines
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