brand guidelines
PROFESSIONAL ACTION CAMERAS
2012 / 2013
contents
introduction 3 the logo
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logo application
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print & online
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the tagline
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typography 8 colour 9 product identity
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introduction
The resources you will find in this brand guideline represent Drift’s efforts to truly and fully integrate a unified look across all platforms of marketing material around the globe. Together, we can ensure that the Drift brand is properly represented in electronic, print and media material. Within these pages, you will be briefed on the official use of the up-to-date Drift Logo, the standards to which material should be prepared, using Drift limited use graphic elements, the current accepted Drift typography, our color scheme and its use, the Drift Product Identity, and finally sample advertisements that are in circulation. We would like to endorse and ask you to consistently use these resources and the guidelines they represent as you prepare materials to tell the story of Drift. As Drift grows day by day and year by year, we would like to take this moment to thank you for being a part of our journey. Get Out There, Drift Innovation
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the logo
Drift Signature The Drift signature combines the three most important visual elements of our brand: our bug, our name and our URL. The Drift signature elements should never be separated. Position, size and colour, along with spatial and proportional relationships are predetermined and should not be altered. The registered trademark symbol should always be included, size permitting.
Drift bug
Drift logotype + URL Drift signature
To ensure consistent representation of our brand identity, always use high-quality vendors and reproduction methods.
Exclusion Zone The exclusion zone shown surrounding the Drift signature is proportional to the reproduction size of the signature. Nothing (typographic, graphic device or photographic detail) should encroach into this space. If the signature features in a line-up with other companies’ logos, our exclusion zone requirements still apply. The minimum size for reproduction is 7mm in height. When space limitations dictate the use of a smaller size, contact the Drift team for approval of those special applications.
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logo application
The Drift Signature can be used without the URL line beneath the name (as above) for secondary marketing where the primary logo isn’t appropriate (such as apparel).
Signature Backgrounds The Drift signature must always appear cleanly and legibly on its background. The preferred colour configuration of the Drift signature in full colour should appear on either a white or black background whenever possible. When placing the signature on a background other than those specified in these standards, use your best judgement to determine whether the white or black logotype renders the highest contrast. Never use the black logotype render on a Drift Red or any other red background combinations of black on red strain the eye and impair legibility. When placing the signature on a image, make use of untextured areas of the image (right).
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print & online
Limited Use For restricted or one colour applications, the Drift signature should appear in black and white, as appropriate.
Never: - alter the proportion of the signature - add effects to the signature, eg. shading or outlines - enclose the signature in a box
Formats for print For print, documents should be prepared at 300dpi, in CMYK colour mode. Any images used should be converted to CMYK. If spot colour printing is available, the Pantone 1788C should supersede the CMYK Drift Red for brand applications.
Formats for online use For online applications, documents should be prepared at least at 72dpi (this value can vary between applications, eg. for the iPad, screen resolution is 132dpi), in RGB mode. Below is a list of applications and the appropriate file type which should be used for each: Press Advertising - EPS Signs - EPS Merchandise - EPS Print stationery - EPS Online - PNG, JPG Electronic templates - JPG
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the tagline
Other Graphic Elements In addition to the Drift signature, the ‘get out there’ tagline should be used where possible to reinforce the brand. When placing the tagline, the same principals apply as per the Drift signature. The tagline proportions should never be altered and it should appear in high contrast to its background, in either black or white as appropriate. The tagline should always be aligned right.
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typography
Drift Typography Our primary font family is Museo, in either 300 or 500 weight. Museo should be used for headings and subheadings but never for a large body of text. Our secondary font family is Museo Sans, and is used to compliment the primary font family, predominantly in the body of text. When Drift appears in the body of text, it should always be capitalised to distinguish its importance from the surrounding text. Never use all uppercase within a body of text.
museo
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789
museo sans abcdefghijklmno pqrstuvwxyz abcdefghijklmnopqrs tuvwxyz 0123456789 8
colour
Drift Colours Colour provides a strong visual link to our brand identity across a range of applications. Drift Red, black and white serve as our brand’s primary colour palette for print, electronic and environmental application. The secondary colour palette can be used to compliment the primary palette in presentations and other materials.
For print Unless spot colours are available, the CMYK values (detailed right) should be used for all printed branding applications. When using the Pantone 1788C, please be aware that the colour appears much more orange on screen than in print. Please ensure that all print blacks used match the CMYK100 Black and not Adobe’s Rich Black.
Drift Red Pantone 1788C C0 M83 Y76 K8 R234 G40 B57 HEX EA2839
Black C0 M0 Y0 K100 R0 G0 B0 HEX 000000
White
R255 G255 B255 HEX FFFFFF
Drift Dark Red C0 M83 Y76 K33 R170 G29 B41 HEX AA1D29
Drift Medium Red C0 M83 Y76 K18 R208 G36 B51 HEX D02433
Light Grey C0 M0 Y0 K10 R229 G229 B229 E5E5E5
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product identity
When placing individual product signatures, the same principals apply as per the Drift signature. Product signatures can be used in conjunction with the Drift signature, though the hierarchy of importance should be clear: - Drift signature - product signature/tagline - product features - call to action
Maximum Video Resolution:
1080p High Definition
microSD Memory Capacity:
up to 32GB
Frame Rate:
25 / 30 / 50 / 60fps in 720p or 25 / 30fps in 1080p
Still Photos:
9 megapixel with Photoburst Mode
Digital Zoom:
x 4 (in 1080p, 720p, 30/60fps & WVGS mode)
Lens Angle:
170° Fully Rotatable Wide Angle Lens
LCD Screen:
1.5” Colour TFT
Remote Control:
Wireless RF (5m range) Hands Free Video & Photo
Mounts:
Multiple Mounting Design, Standard ¼” 20mm thread
Audio:
Built-in Microphone & Speaker, 2.5mm Mono Plug Input
HDMI:
Micro HDMI connector for HDTV playback
Menus:
User Friendly Control Panel in 15 languages Water Resistant
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