Brand Standard Guidelines by Kari

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Scout Brand Standard HEADER Guidelines SUBHEADER

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Table of Contents 06

Logo Concept

Logo Signatures

Clear Space

Construction

Minimum Size

Logo Variations

Unauthorized Users

Color Palette

Typography

Typesetting

Photography

Patterns

Business System

Applications

Brand Extensions

The following pages will help guide you as make design decisions when using our logo and creating any materials for our brand. Always come back to these pages if you get lost.

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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

Logotype

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Logo Signatures The logo can be displayed as a vertical or horizontal logo depending on the size. Vertical Logo

Horizontal Logo

Scout

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Avatar options

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Clear Space The logo should never overlap with any images or text, and make sure there is adequate clear space around the logo.

x x Scout x 10

Vertical Logo The wordmark sits below the brandmark & is smaller in size compared to the goat to give emphasis on the goat.

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x x

Horizontal Logo The wordmark moves to the right side of the brandmark and becomes the same height as the goat.

xScout

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Logo Construction The goat was created using ink, distressed, and then colored red to capture a cave like marking design. The typeface that was chosen was to help showcase the ram and not to take away from the design.

x Scout 12

The ram was created to look like a pre-historic cave painting. To create the simple markings circular strokes were used.

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Horizontal Logo

xScout

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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 a reversed (white) version instead. The white logo can go on top of any of the acceptable colors in the color palette.

Main logo

Black & white version of logo

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Reversed logos

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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 DO NOT use any other color

Scout DO NOT alter the logo proportions

Scout DO NOT distort the logo

DO NOT interfere with clear space

DO NOT outline the logo

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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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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Color Palette Colors are important to our brand. We use only colors found in nature, therefore we use 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 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 21

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Iowan subheader

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Iowan Body copy

Iowan Iowan Iowan Iowan Iowan Iowan Iowan Iowan 22 Iowan

Iowan

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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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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 9 and has a leading point size of 15. The track-

ing 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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Patterns We use a tribal pattern that goes along well with our logo, as it has soft edges and has a hand drawn look to it. Since the pattern is busy and text cannot lay over it with great visibility, the pattern can end and text can be placed on the solid colored background.

These are acceptable background colors when using the pattern. The colors can also be reversed.

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Business System

When sending out information or materials for our brand, please use our designed cover letter, letter head, envelope, and business cards. Our cover sheets come in two colors, grey and red.

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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 Corporate Office 1599 Cliff Ave Los Angeles, CA 90210

Scout

Benjamin Smith W347S6784 Waterville Rd Los Angeles, CA 90210

Kari Rozwadowski Graphic Designer

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

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Brand Extension #1

Protein Bars Scout now offers line of protein bars packed with simple nutrition and none of

that other â&#x20AC;&#x153;BSâ&#x20AC;?. They are available in three flavors: cherry chocolate, vanilla bean, and chocolate chip.

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Cherry

Chocolate Bar NET WT 1.9 OZ (56G)

18 g Protein

Vanilla Bean Bar

NET WT 1.9 OZ (56G)

18 g Protein

Chocolate Chip Bar

NET WT 1.9 OZ (56G)

18g

Protein

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Brand Extension #2

Whiskey

Scout now offers a 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 comes inside a wood box to tie together the idea of nature.

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Brand Extension #3

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.

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