2013 / Brand Elements Guide 1
Brand elements overview
/ Roadhandler is a proprietary, tier 1 tire brand from sears. This guide introduces the roadhandler brand elements and provides basic usage guidelines. For additional information please refer to the contacts page at the end of this document.
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Logo
// Primary logo
With tagline
Full-color logo This is the primary roadhandler logo.
Use for light
the full-color version should be
backgrounds
used whenever possible.
Use for dark backgrounds
Without tagline
Use for light backgrounds
Use for dark backgrounds
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Logo
// with tagline
Two-color logo these are alternate logos for use
Use for light backgrounds
when the full-color logo isn’t legible against a particular background.
Use for dark backgrounds
Use for Orange (PMS 1665) background
One-color logo For use in limited color situations or
Use for light backgrounds
when neither the full-color or twocolor logos show up properlly.
Use for dark backgrounds
Use for very light or very dark backgrounds
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Logo
// without tagline
Two-color logo these are alternate logos for use
Use for light backgrounds
when the full-color logo isn’t legible against a particular background.
Use for dark backgrounds
Use for Orange (PMS 1665) background
One-color logo For use in limited color situations or
Use for light backgrounds
when neither the full-color or twocolor logos show up properlly.
Use for dark backgrounds
Use for very light or very dark backgrounds
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Logo
// usage guidelines
/ clear space (“1.5X”) should be
With tagline
maintained around the logo
1.5x =x
1.5x 1.5x
Without tagline 1.5x =x
1.5x 1.5x
/ Minimum logo width is 1.25 inches
1.25”
(3.25cm)
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Logo Dos & Don’ts / DO Use the appropriate logo for best visibility / Do Always use the provided logo artwork
/ Don’t Use two-color or one-color logos where Full-color logo can be used
/ Don’t Alter the logo in any way
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Typography
// headlines & body copy
About These fonts should be used on all consumer facing materials.
Dharma Gothic, Expanded Extrabold Headlines and titles
Apex new (central set) Subheads and body copy
Dharma Gothic Expanded ExtraBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Apex New Bold Apex New Bold Italic Apex New Medium Apex New Medium Italic Apex New Bold Apex New Book Italic 8
Typography
// Internal
About internal fonts These fonts should be used for internal needs only.*
Impact Headlines and titles
Franklin Gothic Subheads and body copy
Impact ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwx yz 1234567890
Franklin Gothic (Medium)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890
Franklin Gothic (Book) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890 *See page 8 for official roadhandler fonts
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Palette Primary color
Primary color
Orange is the key color of roadhandler. It should be used thoughtfully and strategically to draw attention, but without overwhelming the design.
PMS 1665 C CMYK 0, 76, 100, 0 RGB 221, 72, 20
secondary colors
secondary colors
use sparingly as visual accents.
PMS 446 C
PMS 634 C
PMS 636 C
CMYK 52, 32, 30, 76
CMYK 100, 15, 8, 36
CMYK 38, 0, 5, 0
RGB 64, 69, 69
RGB 0, 104, 144
RGB 144, 215, 231
Black & White apply as needed to balance use of key color (orange). CMYK 0, 0, 0, 100
CMYK 0, 0, 0, 0
RGB 0, 0, 0
RGB 255, 255, 255
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Photography
/ the roadhandler brand uses A combination of heroic product shots and relatable environmental situations to convey the quality and benefit of roadhandler tires.
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Photography
// Environmental
Approach recognizable, day-to-day driving situations and weather conditions. / natural realistic lighting / dynamic angles / everyday situations and environments
images are for reference only and should not be used or distributed.
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Photography
// Product
Approach heroic, high-quality shots that give the product a premium feel. / highlight tire detail and design / dark backgrounds / Dramatic, high contrast lighting / tight cropping / visible weather cues — water, dirt, etc.
images are for reference only and should not be used or distributed.
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Photography don’ts / Don’t use Posed or staged photos
/ Don’t Use forced angles or techniques
/ Don’t use extreme driving situations
/ Don’t use generic product shots
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Design EXAMPLES
when the going gets tough
RoadhandleR TouRing F1 195/60ZR16 8sv 1548173 0052257 94W 5L BSW
16” •
supeRb TRacTion in Rain & snow
•
added duRabiliTy
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WARNING UNIqUe tReAd blAck ANd ceNteR RIb desIGN pRovIdes excelleNt WAteR evAcUAtIoN foR ImpRoved Wet bRAkING. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
1234005678901
When the rubber meets the road you’re ready.
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designs are to demonstrate use of brand elements only. do not reproduce.
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Contact INFORMATION sears / Stephane Auriol 3333 Beverly Road, E2 - 213B Hoffman Estates, IL 60179 847-286-4411 stephane.auriol@searshc.com
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