Shgac rh presentation 020413 ms1 by MS Design

Sears auto center

Roadhandler Brand Development Brand Look & Feel february 4, 2013

Roadhandler | recap

RECAP

• Client aligned with agency recos on: - logo treatment (dashed/solid underline) - color palette (“bold and modern”) - photography (environmental and product) - type styling (strong, graphic, structured) • Client request to show Roadhandler with Shop Your Way logo

Roadhandler | AGENCY RECOMMENDATIONS

PMS 1665 C

PMS 634 C

PMS 446 C

PMS 636 C

Color Palette

Logo Treatment

Photography: Environment

Photography: Product

Typography 3

Roadhandler | considerations

Design considerations

• Promote orange as key color • Leverage distinct photography style • Leave room for look to evolve and grow

Tagline

Roadhandler | taglines

In life, you’ll travel down many roads and encounter many obstacles. Along the way, there will be lots of things you can’t control. But one that you can is having a great set of tires. Tires that will be long-lasting, durable, and ready for the elements. Tires like Roadhandler, that will inspire in you a confidence that The road is yours.

Nobody likes a quitter. That’s why everybody should like Roadhandler, the tire that never quits. Our combination of durability, outstanding traction, and a best-in-class warranty ensure that wherever you’re headed, you’re going to get there. When halfway isn’t an option, go with Roadhandler. Go the distance.

If you wanna make it in this world, you’d better be able to adapt. The same goes for making it on the road. You’d better have tires with top-tier durability, traction, and technology. When it’s time to face the road just like you face life, you’d better have Roadhandler. Let’s ride.

Roadhandler | tagline reco

Roadhandler. The road is yours.

• Reassuring and confident • On strategy with positioning • Broad enough to encompass a wide range of tires and other brand extensions

Logo Refinement

ROADHANDLER | alignment adjustments

Roadhandler | logo refinement

Adjust spacing between letters for consistency

Align line with front of “R”

Align start of solid line with front of “H”

Adjust spacing between letters for balance

Align end of line with back of “R”

Roadhandler | color study ROADHANDLER | color study

Roadhandler | tagline exploration ROADHANDLER | tagline type exploration

Nidex Expd

the road is yours

Forza

THE ROAD IS YOURS

OPTI Alpine

THE ROAD IS YOU RS

THE ROAD IS YOURS

Roadhandler | final lcokup reco

• Elements feel balanced and uniformally designed • Tagline treatment is bold but complementary to RoadHandler type • O verall look is simple, accessible and contemporary 12

Roadhandler | color lockup recos

full-color (primary)

2-color

1-color

light backgrounds

lighter backgrounds

orange background

very light or very dark backgrounds

dark backgrounds

darker backgrounds

light backgrounds

dark backgrounds

• C olor variations promote orange and ensure consistent feel throughout applications • 2 -color versions designed to bring focus to “Handler”

Typography

Roadhandler | brand fonts

Tungsten (Bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Apex New (Medium)

HEADLINE EXAMPLE subhead example Body copy example. Ro maioem bearupide non plabore icipsap endelit, adquo estias conse veis magni blam quis ri casin.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 • E xtensive font families with numerous weights is functional and practical*

Apex Serif (Light)

• D istinctive letterforms feel modern yet slightly technological

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

• S ubtle square shape feel elegant but grounded

*Above is just a small sampling from each type family

• B alance of bold and clean straightforward type

Graphics

Roadhandler | graphic exploration

• Plays off 19° slant of logo • Wide-range of applications • E ndless potential for continous evolution and new forms 17

Shop Your Way

Roadhandler | SYW palette comparison

PMS 1665 C

PMS 634 C

PMS 446 C

PMS 158 C

PMS 130 C

50% BLACK

PMS 636 C

• Colors are compatible but not identical (Roadhandler orange is bolder, richer, deeper) • Roadhandler palette has more contrast and range • Logo styles have different approaches (active vs. static, abstract vs. literal) 19

Bringing it all together

Roadhandler | on product

RoadhandleR TouRing F1 195/60ZR16 8sv 1548173 0052257 94W 5L BSW

RoadhandleR TouRing F1 195/60ZR16 8sv

16”

1548173 0052257 94W 5L BSW

•

supeRb TRacTion in Rain & snow

•

added duRabiliTy

16” •

supeRb TRacTion in Rain & snow

•

added duRabiliTy

WARNING UNIqUe tReAd blAck ANd ceNteR RIb desIGN pRovIdes excelleNt WAteR evAcUAtIoN foR ImpRoved Wet bRAkING.

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.

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

ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

1234005678901

Roadhandler | display topper and tire insert

RoadhandleR TouRing F1 195/60ZR16 8sv 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 exercitatio.

16â&#x20AC;?

Roadhandler | end cap

when the going gets tough

Roadhandler | auto pole sign

trust in your tires. 24

Roadhandler | tricon sign

BEST-IN-CLASS

WARRANTY

READY FOR

ANYTHING

Roadhandler | mall sign with shop your way

// don se qui aceptat Axim vide Us por upidi simod on se qui aceptat Axim vide Us por upidi simod /

Roadhandler | print ideas

When the rubber meets the road youâ&#x20AC;&#x2122;re ready. Lorem ipsum doLor sit amet, consectetur.

Roadhandler | print ideas

// Us porUpid Ut issimodis esci om nimin ctatiUr dolUpit ionseqUi aceptat /

// dolUpit io nseqUi aceptat axi mvide /

// orUpid Ut is simodis esci omnimin ctatUr lUp it io nseqUi ace ptat aximet videm odis esci omn / // dolUpit onseqUi aceptat axi mvide Us por Upid Ut i ssimod /

Lorem ipsum doLor sit amet, consectetur.

Roadhandler | print ideas

// don se qui aceptat axim vide us por upidi simod /

// Us porUpid Ut issimodis esci om nimin ctatiUr dolUpit ionseqUi aceptat /

// orUpid Ut is simodis esci omn imin ctatUr lUp it io nseqUi ace ptat aximet videm odis esci /

// dolUpit onseqUi aceptat axi mvide Us por Upid Ut i ssimod /

// dolUpit onseq aceptat mvide Us por t i ssimod /

// Us porUpid Ut issimodis esci om nimin ctatiUr dolUpit ionseqUi aceptat /

Roadhandler | print ideas

When the GoinG Gets touGh

Good to Go / Us porUpid Ut issimodis esci omnimin ctatiUr dolUpit ionseqUi aceptat. aximet videm. et qUam, corenihil iUs eUmqUib erUmet fUgia pra dolore nectotae porem. id moloria cUsa sam /

Design Gallery

NDLER | color versions

roadhandler | design snapshot

When the rubber meets the road you’re ready.

THE ROAD IS YOURS

trust in your tires.

BEST-IN-CLASS

WARRANTY

THE ROAD IS YOURS Lorem ipsum doLor sit amet, consectetur.

THE ROAD IS YOURS RoadhandleR TouRing F1 195/60ZR16 8sv 1548173 0052257 94W 5L BSW

RoadhandleR TouRing F1 195/60ZR16 8sv WARNING UNIqUe tReAd blAck ANd ceNteR RIb desIGN pRovIdes excelleNt WAteR evAcUAtIoN foR ImpRoved Wet bRAkING.

16” •

supeRb TRacTion in Rain & snow

•

added duRabiliTy // Us porUpid Ut issimodis esci om nimin

THE ROAD IS YOURS

16”

THE ROAD IS YOURS

195/60ZR16 8sv 1548173 0052257 94W 5L BsW

ctatiUr dolUpit ionseqUi aceptat /

// dolUpit io nseqUi aceptat axi mvide /

// orUpid Ut is simodis esci omnimin ctatUr lUp it io nseqUi ace ptat aximet videm odis esci omn /

// dolUpit onseqUi aceptat axi mvide Us por Upid Ut i ssimod /

THE ROAD IS YOURS

READY FOR

ANYTHING

1234005678901

THE ROAD IS YOURS 32

roadhandler | Next Steps

Next steps •

Address any final design revisions/refinement based on client feedback

•

Prepare final brand elements files for delivery, following final client approval

•

Begin style guide with pagination and content outline