SURFBOARD CO. Standards Manual
Table of Contents Introduction | 1 Logotypes | 2 Primary Secondary
Identity System | 17 Color Typography
Business System | 21 Business Cards Letterhead Instagram
Business Applications | 26 Website Magazine Billboard Amplify Surfboard Company Standards Manual | 2
Introduction Amplify Surfboard Company, located in San Luis Obispo, California, is a surf shop dedicated to encompassing the culture of surfing and creating a lifestyle with their brand. The company, formerly known as Central Coast Surfboards, has been apart of the community since 1975. The company itself has always been dedicated to bringing together the community with music events, film festivals, paint nights, yoga sessions, surfboard demos, etc. This quality was something I felt was important to focus on while reinventing the brand. The word Amplify is associated with increasing sound and I thought it was perfect as the company wants to grow its presence along the coast as well as around the virtual world. Amplify also has to do with wavelengths which pays tribute to the ocean and the connection between like-minded people.
Amplify Surfboard Company reflects the creativity, adaptability, and innovation of the surf culture. The look and feel of the new logotype encompasses the raw qualities imbedded into surfing. To stand out amongst their competitors, Amplify Surfboard Company aims to shape their own surfboards in house that are perfect for the wave conditions found on the Central Coast. This new aspect of the company will bring in more income by lowering costs of shipping boards and paying outside companies for boards. It will also give locals a chance to work with shapers to create boards that cater to their needs.
Best, Kainani Gruspe
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Logotypes
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Primary Logotype | Full Color Full Color The primary mark for Amplify Surfboard Company features a custom typeface and a sound wave graphic. Both of these elements have a brush stroke quality to them that mimics the spray of the waves as they crash. The logotype sits above the tagline. The tagline has a textured quality to it, but its simplistic nature balances out the decorative quality of the logotype. The primary mark may be used without the tagline.
Usage The full color primary mark is only to be used on white backgrounds or the color Froth from our primary color palette. On darker colored backgrounds, the reversed out primary mark should be used. The full color primary mark is to be used for store signage, apparel design, and may be used for any other business materials as long as it follows the standards in this manual. Colors used are Sunset, Purple Haze, and Deep Blue.
SURFBOARD CO.
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Primary Logotype | Full Color
Minimum Size All of our primary marks may not be used at sizes smaller than 1.5 inches wide. If the logotype is any smaller it becomes too hard to read. There is no maximum size for the logotype.
S
There should always be breathing room around the logotype to ensure that it doesn’t feel too crowded. The safe space for all versions of the primary mark including the full color, all 1-color positive, and reversed should be measured using the width of the letter “S” from Surfboard Co. in the logotype. The box is measured from the outer edges of “Amplify” on the left, top and bottom, and from the edge of the logo graphic on the right.
1.5 inches
S
S SURFBOARD CO.
S
Safe Space
SURFBOARD CO.
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Primary Logotype | 1-Color Positive 1-Color Positive One key characteristic of our primary logotype is its versatility. There are four variations of our 1-color positive primary logotype using each of the colors from our primary color palette.
Usage The 1-color primary mark is to be used when the background is complex such as when used on image backgrounds. It can also be used to create better contrast. It is used for apparel design, and may be used for any other business materials as long as it follows the standards in this manual. The four options for our 1-color positive primary logotype are Sunset, Purple Haze, Deep Blue, Mystic Magenta. Black on White may be used when color printing is unavailable.
SURFBOARD CO.
SURFBOARD CO.
SURFBOARD CO.
SURFBOARD CO.
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Primary Logotype | 1-Color Positive
Minimum Size
There should always be breathing room around the logotype to ensure that it doesn’t feel too crowded. The safe space for all versions of the primary mark including the full color, all 1-color positive, and reversed should be measured using the width of the letter “S” from Surfboard Co. in the logotype. The box is measured from the outer edges of “Amplify” on the left, top and bottom, and from the edge of the logo graphic on the right.
1.5 inches
SURFBOARD CO.
1.5 inches
SURFBOARD CO.
1.5 inches
SURFBOARD CO.
1.5 inches
S
Safe Space
SURFBOARD CO.
S
S
SURFBOARD CO. S
All of our primary marks may not be used at sizes smaller than 1.5 inches wide. If the logotype is any smaller it becomes too hard to read. There is no maximum size for the logotype.
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Primary Logotype | Reversed Out Reversed Out There is also a reversed out version of our logotype, which can be used for darker backgrounds. This reversed version uses the color Froth from our primary color palette.
Usage The reversed out primary mark is to be used when the background is complex such as when used on image backgrounds. It can also be used to create better contrast on dark backgrounds. It should never be used against light-colored or white backgrounds. It may also be used without the logo graphic as a wordmark. Here it is seen paired with colors from our primary color palette, which is preferred but not required. Whenever possible, try to use our reversed out logotype with one of the colors from our color palette to create consistency among the brand. It is used for apparel design, business cards, our company website, and may be used for any other business materials as long as it follows the standards in this manual. White on black may be used when color printing is unavailable.
SURFBOARD CO.
SURFBOARD CO.
SURFBOARD CO.
SURFBOARD CO.
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Primary Logotype | Reversed Out
Minimum Size
There should always be breathing room around the logotype to ensure that it doesn’t feel too crowded. The safe space for all versions of the primary mark including the full color, all 1-color positive, and reversed should be measured using the width of the letter “S” from Surfboard Co. in the logotype. The box is measured from the outer edges of “Amplify” on the left, top and bottom, and from the edge of the logo graphic on the right.
1.5 inches
SURFBOARD CO.
1.5 inches
SURFBOARD CO.
1.5 inches
SURFBOARD CO.
1.5 inches
S
Safe Space
SURFBOARD CO.
S
S
SURFBOARD CO.
S
All of our primary marks may not be used at sizes smaller than 1.5 inches wide. If the logotype is any smaller it becomes too hard to read. There is no maximum size for the logotype.
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Inappropriate Uses Primary Mark The primary logotype has been designed to create a clear and cohesive image for the Amplify brand. To ensure the integrity of the new brand materials, please refrain from inappropriate uses of the logotype as shown on the right hand side of the page. None of these examples may be allowed for use in any of the brand materials.
S
ARD U R F BO
CO.
Do not rotate the logotype
Other Guidelines
SURFBOARD CO. Do not make adjustments to the scale of the logotype
Do not change the color of the logotype unless changing the whole mark to one of the colors from the primary color palette. Also, do not alter the capitalization or spacing between letters. Finally, do not change either of the typefaces in the logotype.
SURFBOARD CO. Do not add drop shadows or effects to the logotype
SURFBOARD CO. Do not add a background color behind the logo graphic unless it is one of the colors from the palette or an image
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Secondary Mark | Full Color Full Color The secondary mark for Amplify Surfboard Company features the logo graphic with a thicker brush stroke than it has in the primary logotype. The colors used are Deep Blue, Sunset, and Purple Haze.
Usage This secondary mark may be used on its own as long as the name of the brand appears somewhere on the designed piece or included in the materials so it may be identified by customers. This logo graphic may be used for designs such as apparel and merchandise, and other materials that may be needed.
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Secondary Mark | Full Color
Minimum Size All of our secondary marks may not be used at sizes smaller than 0.7 inches wide. If the mark is any smaller it begins to feel too crammed. There is no maximum size for the secondary mark.
0.7 inches
Safe Space
m
m
m
There should always be breathing room around the logotype to ensure that it doesn’t feel too crowded. The safe space for all versions of the secondary mark including the full-color, 1-color positive, and reversed out should be measured using the height of the letter “m”. The box is measured from the outer edges of the logo graphic on the left, right, top and bottom.
m Amplify Surfboard Company Standards Manual | 14
Secondary Mark | 1-Color Positive 1-Color Positive There are four variations of our 1-color positive secondary mark using each of the colors from our primary color palette.
Usage The 1-color secondary mark can be used when the background is complex such as when used on image backgrounds. It can also be used to create better contrast. It is used for apparel design, our letterhead, and may be used for any other business materials as long as it follows the standards in this manual. The four options for our 1-color positive primary logotype are Sunset, Purple Haze, Deep Blue, Mystic Magenta. Black on White may be used when color printing is unavailable.
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Secondary Mark | 1-Color Positive
Minimum Size All of our secondary marks may not be used at sizes smaller than 0.7 inches wide. If the mark is any smaller it begins to feel too crammed. There is no maximum size for the secondary mark.
0.7 inches
Safe Space
0.7 inches
0.7 inches
0.7 inches
m
m
m
There should always be breathing room around the logotype to ensure that it doesn’t feel too crowded. The safe space for all versions of the secondary mark including the full-color, 1-color positive, and reversed out should be measured using the height of the letter “m”. The box is measured from the outer edges of the logo graphic on the left, right, top and bottom.
m Amplify Surfboard Company Standards Manual | 16
Secondary Mark | Reversed Out Reversed Out There is also a reversed out version of our secondary mark, which can be used for darker backgrounds. This reversed version uses the color Froth from our primary color palette.
Usage The reversed out secondary mark is to be used when the background is complex such as when used on image backgrounds. It can also be used to create better contrast on dark backgrounds. It should never be used against light-colored or white backgrounds. Here it is seen paired with colors from our primary color palette, which is preferred but not required. Whenever possible, try to use our reversed out secondary mark with one of the colors from our color palette to create consistency among the brand. It is used for apparel design and may be used for any other business materials as long as it follows the standards in this manual. White on black may be used when color printing is unavailable.
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Secondary Mark | Reversed Out
Minimum Size All of our secondary marks may not be used at sizes smaller than 0.7 inches wide. If the mark is any smaller it begins to feel too crammed. There is no maximum size for the secondary mark.
0.7 inches
0.7 inches
0.7 inches
0.7 inches
Safe Space
m
m
m
There should always be breathing room around the logotype to ensure that it doesn’t feel too crowded. The safe space for all versions of the secondary mark including the full-color, 1-color positive, and reversed out should be measured using the height of the letter “m”. The box is measured from the outer edges of the logo graphic on the left, right, top and bottom.
m Amplify Surfboard Company Standards Manual | 18
Inappropriate Uses Secondary Mark The secondary mark may be used alone, but it must also follow guidelines in order to maintain the new brand image. To ensure the integrity of the new brand materials, please refrain from inappropriate uses of the secondary mark as shown on the right hand side of the page. None of these examples may be allowed for use in any of the brand materials. Do not rotate the logo graphic
Other Guidelines
Do not make adjustments to the scale of the logo graphic
Do not change the color of the logo graphic unless changing the whole mark to one of the colors from the primary color palette. Also, do not adjust the spacing between elements of the logo graphic.
Do not add drop shadows or effects to the logo graphic
Do not add a background color behind the logo graphic unless it is one of the colors from the palette or an image
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Identity System
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Identity System | Color Color There is one color palette used across the entire system including the logotypes, identity system, and all print and digital applications. These colors are inspired by the beautiful sunsets on the central coast. They display a balance of cool and warm reflecting the warm sun reflecting onto the cool ocean. This primary color palette includes five colors as seen on the right: Deep Blue, Purple Haze, Mystic Magenta, Sunset, and Froth. Deep Blue, Purple Haze, and Sunset are used for our full color primary logotype. Deep Blue, Sunset, and Mystic Magenta may be used for our full color secondary mark. All colors may be used for our one-color primary logotype and secondary mark.
Deep Blue
Purple Haze
Mystic Magenta
Pantone 2188C
Pantone 7672CP
Pantone 233U
R0, G64, B95
R90, G80, B145
R203, G71, B147
C100, M73, Y40, K29
C77, M79, Y12, K2
C17, M87, Y5, K0
HEX #00405F
HEX #5A5091
HEX #CB4793
Sunset
Froth
Pantone 178C
Pantone P121-1C
R255, G84, B90
R233, G239, B242
C0, M82, Y58, K0
C7, M3, Y2, K0
HEX #FF545A
HEX #E9EFF2
Usage Body copy should always be set in Deep Blue, though it may be printed in dark gray or black when color is not available. Froth may be used for larger text on darker backgrounds such as black and white images.
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Identity System | Typography Primary Family We have one primary typeface family used for both headers and large text as well as body copy. Gotham HTF Book is to be used for body copy and Gotham OTF Bold is to be used for large text and headers. Gotham OTF Medium may also be used for smaller sub-heads. This sans-serif font pairs well with the raw qualities of our logotype by creating a balance. Its rounded form compliments the tagline in our primary logotype. It is to be used in applications such as the company website for headers, subheads, and body copy.
Gotham OTF Used for large text, sub-heads, and headers Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?;:@#$%&*() Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
Usage Body copy should always be set in Gotham HTF Book with the color Deep Blue, though it may be printed in dark gray or black when color is not available. Froth may be used for larger text on darker backgrounds such as black and white images. Headers should always be set in Gotham OTF Bold and against lightcolored or white backgrounds it may be set in Deep Blue, Purple Haze, Mystic Magenta, and Sunset.
abcdefghijklmnopqrstuvwxyz 1234567890.,!?;:@#$%&*()
Gotham HTF Used for body copy Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?;:@#$%&*()
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Identity System | Typography Secondary Family The two typefaces used in our primary logotype are Metallophile Sp8 Light and Stranger back in the Night Regular. Stranger back in the Night Regular may be used for larger headlines or ads to create a more decorative feel. This typeface is great for ads with our slogan “Making Noise Since 1975.” Because it is decorative use it very sparingly. Metallophile Sp8 Light is used for the small text on our business cards, but it should not be used for long bodies of text.
Metallophile Sp8 Used for text on Business Cards
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?;:@#$%&*()
Stranger back in the Night Used for larger headlines or advertisements
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghij k lmnopqrstuvwxyz 1234567890.,!?;:@#$%&*()
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Business System
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Business System | Business Cards Business Cards Our business card is a tool for customers to easily contact us or find out more information about our company. It clearly displays the vibrancy of our brand with our one color logotype on a dark background as well as the graphic elements embodying Central Coast sunsets. These business cards are 3.5 inches wide and 2 inches tall with a Deep Blue background. Both business cards are double-sided. The text colors are Froth and Sunset and the typeface used is Metallophile Sp8 Light. The primary and secondary marks are both in Froth. There are two business cards: the company card and the owner’s card. The owner’s card includes additional information such as the owner’s name and email. Both cards include the business name, address, email, phone, and website.
Owner’s Card KAINANI GRUSPE OWNER
SURFBOARD CO. 855 MARSH STREET SAN LUIS OBISPO,CA 93401
E:kg@amplify.com T:805.541.1129 amplify.com
Company Card amplify.com 855 MARSH STREET SAN LUIS OBISPO,CA 93401
SURFBOARD CO.
E:info@amplify.com T:805.541.1129
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Business System | Letterhead Letterhead
805.541.1129 855 MARSH STREET SAN LUIS OBISPO,CA 93401
SURFBOARD CO.
Our letterhead uses all colors in the color palette. The background color, logotype and company information is set in Deep Froth. The logotype has the sound wave removed as it is used at the bottom of the letter as a secondary mark. The website name is set in Deep Blue. The full color Secondary Mark is located above the the website name. All designed elements are located at the top and bottom of the page to bring focus to the letter itself. The text box must be aligned with the “i” in “Amplify” in the primary logotype. The text color must be solid black and the typeface should be set to Times New Roman, 11 point. To separate paragraphs, use a double-return. All text should be left-aligned and do not use indents at the beginnings of paragraphs.
amplify.com
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Business System | Letterhead Scale To the right, the letterhead is seen at 100% scale showing the top and bottom areas of the page. The letterhead includes the company name, website, and address.
805.541.1129 855 MARSH STREET SAN LUIS OBISPO,CA 93401
SURFBOARD CO.
amplify.com
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Business System | Instagram Posts Instagram Posts Social Media is a big part of the rebranding as we want to clean it up and make it a go-to place for customers to find information about the company. Here are examples of three instagram posts for the company’s new account. The goal for the instagram is to portray more images of surfers on the central coast as well as images from around the coast. As they are transitioning into selling their own boards, a lot of the posts will be pictures of the board models as well as people riding them in the water. The text on the images may vary as long as a sans-serif is used to keep the clean modern look. Our new social media manager will be in charge of maintaining the instagram account and following the guidelines in this manual.
PHONE MOCKUP
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Business Applications
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Business Applications | Website Website Our website is very image heavy as the company wants to focus on incorporating the arts into the brand. Photographs allow customers to visually engage with the products and lifestyle created by Amplify Surfboard Company. The typeface used throughout the website is Gotham HTF Bold.
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Business Applications | Website SURFBOARDS
CUSTOM ORDER
S O
NEWS
TEAM
ABOUT
CONTACT
MY CART 0
SUR BOARDS
CUSTOM ORDER
SHOP
NEWS
TEAM
ABOUT
CONTACT
MY CART 00
SHOP ACCESSORIES BUILD YOUR BOARD
SURFBOARDS
CUSTOM ORDER
S O
NEWS
TEAM
ABOUT
CONTACT
MY CART 0
TEAM RIDERS
SURFBOARDS
CUSTOM ORDER
SHOP
NEWS
TEAM
ABOUT
CONTACT
MY CART 00
@amplifysurf
MAKING NOISE SINCE 1975
KEEP UP TO DATE WITH US ON INSTAGRAM
EXPLORE ABOUT CONTACT US TERMS & CONDITIONS SURFBOARDS
CUSTOM ORDER
SHOP
NEWS
TEAM
ABOUT
CONTACT
MY CART 00
SHIPPING & RETURNS
NEWSLETTER
Making Noise
GET EXCLUSIVE OFFERS
Since 1975
YOUR EMAIL
PRIVACY POLICY SUBSCRIBE
TEAM RIDERS
AMPLIFY SURFBOARD COMPANY |
HANDCRAFTED BOARDS
SHORTBOARDS SHIPPING FROM 75
WOR WIDE SHIPPING
YOUR NAME
c
2019 ALL RIGHTS RESERVED
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Business Applications | Magazine Ads Magazine Ads The purpose of these magazine ads is to lead customers to our shop or to our website. All the ads use our primary typeface Gotham OTF Bold to create contrast against the image backgrounds. The company slogan, logotype, website, address, and secondary mark are used across the different ads in different ways. These are examples of how our brand materials can be used in future applications.With the use of captivating images and type, we are able to push the lifestyle of Amplify Surfboard Co. These magazine ads would appear in SLO Life Magazine, Surf Girl Magazine, The Surfer’s Journal, and Wave Action Surf Magazine.
making noise Since 1975
Making Noise Since 1975.
AMPLIFY.COM
855 MARSH STREET SAN LUIS OBISPO, CA 93401
AMPLIFY.COM
SURFBOARD CO.
SURFBOARD CO.
855 MARSH STREET SAN LUIS OBISPO, CA 93401
Surfboards Handcrafted on the
Central Coast.
AMPLIFY.COM
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Business Applications | Magazine Ads
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Business Applications | Billboard Billboard This billboard is made to be placed on the side of the US 101 South to be seen by people driving down the grade from anywhere north of San Luis Obispo. The billboard includes the company website, address, and the exit that should be taken to visit the shop. The billboard also includes some of the products that can be found at Amplify Surfboard Co. The billboard specs are 14 feet tall and 48 feet wide.
SURFBOARD CO.
Surfboards | Wetsuits | Apparel | More
EXIT 202A AMPLIFY.COM
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Business Applications | Billboard
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