BRAND AND IDENTITY CORPOR ATE IDENTITY
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CONTENT
2
Introduction
3
The language of type
5
competitors
7
competitor’s over view
10
competitor’s summar y
11
mission statement
12
our values
13
mood board
15
logotype
17
Corporate identity
19
mark integrity
21
colour application
22
corporate alphabet
23
toolbox
25
stationer y
30
email signature
31
powerpoint matrix
33
application
INTRODUCTION Power tools have experienced ongoing development since the industrial revolution, yet drills, sanders, saws and grinders still per form largely the same func tion as they have for decades. Over this time tools have been largely marketed to professional tradespeople, lacking the inspiration of contemporary design. BIGBEN Tools seeks to invigorate new life into the power tool market, making them accessible to all those who wish to drill, sand, saw and grind for themselves, not just the professionals. The do-it-yourself movement is creating a demand for Big Ben Tools which are aesthetically pleasing to a younger, wider audience.
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THE LANGUAGE OF TYPE
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COMPETITORS
THE L A NGUAGE OF TYPE
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THE L A NGUAGE OF TYPE
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COMPETITORS Overview
MAKITA The Makita mark is visually represented on vehicles, clothing and storefronts. It is used with and without the backing colour to provide the best contrast against the colour of the object it’s fixed to. In each case either white or red is used for the type.
THE L A NGUAGE OF TYPE
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Overview
MILWAUKEE The Milwaukee mark is used in the same context, white type on a background of red, this was true of all cases researched. The angled format of the type, does make it consume a lot of space, however with a nine character name this is somewhat necessar y.
THE L A NGUAGE OF TYPE
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Overview
DEWALT The DeWalt mark is used only in the black and yellow colour palette, the colour of the type and background are interchangeable as per the case study research. It is used across packaging, clothing, signage and vehicles.
THE L A NGUAGE OF TYPE
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Summary
The 22 marks from industr y competitors have several common themes between them, dominant colours, bold fonts and limited use of graphic elements. The colours red and black are heavily used across a wide number of marks, it could be argued that these colours are used for purposes of legibility on products, such as power tools which are of ten dir ty or covered in debris. Fonts used are bold and ver y legible for reasons similar to the colour selection. Bold typefaces may also reflect the stereotypical masculinity of power tools giving the appearance of strength and per formance. Malco and Milwaukee are the exception, both brands using a form of cursive. Aside from Bosch, Husky and Por ter Cable none of the others use graphic elements in their marks. This may be a missed oppor tunity for brands as some consumers may be more inclined to remember a graphic, rather than a name. Fur thermore a graphic adds another dimension to a brands identity and adds versatility to marketing. In summar y, marks for tool companies are bold and simple, lacking complexity or fine details.
THE L A NGUAGE OF TYPE
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MISSION STATEMENT BIGBEN Tools mission is to be a provider of high quality and reliable tools to Australian tradesmen and women, be it on a professional job, or for the do — it—yourself renovator at the family home. We focus on good design as an underlying platform for all produc ts, both inside and out, our hardware is func tional and of pleasing form. Underlying our delivery is a solid foundation of honesty and commitment to those internal and external to our organisation. Big Ben Tools has a focus on corporate social responsibility, both internally and to those we deal with in stores, communities and on the job.
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OUR VALUES QUALIT Y
INTEGRIT Y
No shor tcuts, func tional and aesthetically pleasing produc ts.
Adherence to stric t moral values and principles in decisions big or small.
COMMITMENT
HONEST Y
Bound to a course of ac tion once agreed upon, internally and externally.
Fairness and straight forward conduc t at all times, the right tool for the right job.
INNOVATION
RELIABLE
Constantly evolving our produc ts to leverage new and improved technologies and materials.
Consistent and dependable per formance which you can rely upon in any situation, no matter your experience.
EXCELLENCE
AGILIT Y
High per formance culture, challenging each other to deliver the best we can.
Produc ts able to meet the needs of professional and DIY tradespeople.
MOOD BOARD
THE L A NGUAGE OF TYPE
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THE L A NGUAGE OF TYPE
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LOGOTYPE
Minimum width 30mm (1.181”)
CONCEPT The refreshed BIGBEN Tools mark enhances the future of our customers’ experience. It’s a demonstration of reliability, innovation and safety.
THE L A NGUAGE OF TYPE
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Colour variations
THE L A NGUAGE OF TYPE
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CORPORATE IDENTITY
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MARK INTEGRITY
100%
200% clearspace
CLEARSPACE ARRANGEMENT When using the logotype with other logos and graphic elements, maintain a clearspace that equals 200% the size of the rectangle around the logotype.
CORPOR ATE IDENTITY
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Do’s & Don’ts
Do
Don’t
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Use of ficial variations of logotype
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Skew, stretch or rotate the logotype
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Use colour variation where necessar y
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Tint or fade the logotype
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Use negative logotype where necessar y
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Add a drop shadow to the logotype
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Keep the original propor tions
•
Outline the logotype
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Alter the logotype colour
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Change typeface of the logotype
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Add additional words to the logotype
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Remove or reposition “TOOLS” from the logotype
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Bevel or emboss the logotype
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Place the logotype within or on an image
CORPOR ATE IDENTITY
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Colour application
PRIMARY COLOUR
PMS: 171C CMYK: 0 / 78 / 81 / 0 RGB: 255 / 91 / 53 HEX: #FF5B35
It is critical that the BIGBEN Tools brand identity orange colour is consistent in colour wherever it may appear, the PMS colour that is always to be used and matched against is PMS 171C.
SECONDARY COLOURS
BL ACK CMYK: 0 / 0 / 0 / 100 RGB: 35 / 31 / 32 HEX: #231F20
This suppor t palette of colours is used within a variety of print and digital collaterals alongside the BIGBEN Tools brand identity, always match the quoted PMS colours regardless of application.
PMS: 333C CMYK: 61 / 0 / 35 / 0 RGB: 90 / 195 / 182 HEX: #34D9C3
PMS: 7401C CMYK: 2 / 10 / 41 / 0 RGB: 249 / 224 / 164 HEX: #F9E0A4
CORPOR ATE IDENTITY
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Corporate alphabet
PRIMARY TYPEFACE We primarily use the Avenir font family, elegant and honest, modern but not exclusive. Putting well— designed words in our product enhances the user experience.
Avenir Book ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 012 3 4 5 678 9
SECONDARY TYPEFACE This sans serif font family is typically used for body copy, but is also suitable for headings and sub — headings. Available as an accessible option for communications where Avenir is not preferred.
Frutiger Roman ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuvwxyz 0123 45 6 78 9
SECONDARY TYPEFACE The Basker ville serif typeface is to be used only for headings or sub —headings in all forms of communications. It is not to be used for body copy. This font family is a mark of professionalism and formality.
Baskerville Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
CORPOR ATE IDENTITY
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TOOLBOX
CORPOR ATE IDENTITY
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PRIMARY AND SECONDARY TOOLBOX The Primar y Toolbox involves the use of the bolt pattern. The repeating bolt pattern is a design element which is flexible in its use. The pattern can be scaled up or down as required, it provides pleasing aesthetic but remains true to the hardware industr y. From this pattern a single bolt can be scaled up and used where a pattern is not appropriate or most ef fective. High contrast black and white images are the Secondar y Toolbox, they are to be used where images can tell the stor y better than type or graphics. The intent of using only monochrome images is to align with our mission statement of pleasing form. Customers may get lost in highly coloured images, where black and white is power ful against our colour palette.
CORPOR ATE IDENTITY
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STATIONERY Letterhead
BIGBEN TOOLS LIMITED ABN 01 234 567 890
Mr. B Folly
13 Lemon Drive Tree ABC 1234
05 MAY, 2819
Dear Blue, Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosamnisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit hfor t lasinkuler. Qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui of ficia deserunt mollitia.
Kind Regards,
Product Manager Tur f fe Hinsley
Address: Level 15, 300 St Paul Road Morron, Tree 0123
Telephone: (00) 9999 8888 Facsimile: (00) 9999 7777 Website: w w w.bigbent.com
CORPOR ATE IDENTITY
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Envelope
Level 15, 300 St Paul Road Morron, Tree 0123
Mr. Blue Folly
13 Lemon Drive Tree, ABC 1234
CORPOR ATE IDENTITY
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Business card
Turffe Hinsley
Product Manager
Address: Level 15, 300 St Paul Road Morron, Tree 0123
CORPOR ATE IDENTITY
Mobile: (04) 9999 8888 Facsimile: (00) 9999 7777 Email: t.hinsley@bigbent.com Website: w w w.bigbent.com
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Invoice
BIGBEN TOOLS LIMITED ABN 01 234 567 890
Mr. B Folly
13 Lemon Drive Tree ABC 1234
TAX INVOICE INVOICE# 2JB3369C
05 MAY, 2819
DESCRIPTION
ITEM NO
QT Y
UNIT PRICE
TOTAL
(INC— GST)
(INC— GST)
Fgerger fg
01234567
1
99.99
99.99
Hrgr
02345678
1
23.99
23.99
Rhdgd gdrgr
03456789
1
229.00
229.00
Ghtew sergr thh 04567890
04567890
1
550.00
550.00
Bmr tfger tge
02234567
1
9.69
9.69
Lgjsgerkyi
03456789
1
54.00
54.00
Jgf hr thrs
02345677
1
3.90
3.90
Hergeo qrohyjs grhslgfiy
12345678
1
129.00
129.00
Gsh
23458879
1
65.59
65.59
Aqwog nfkelhfdlbo
34567890
1
2.69
2.69
Total amount payable
1167.85
Payment term 30 days
Address: Level 15, 300 St Paul Road Morron, Tree 0123
Payment by EFT
Total GST
167.85
Please transmit your payment to the information listed below.
TOTAL DUE
1167.85
Telephone: (00) 9999 8888 Facsimile: (00) 9999 7777 Website: w w w.bigbent.com
CORPOR ATE IDENTITY
Eastpac Bank No: 123456 Account No: 123456 - 001
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Group presentation
CORPOR ATE IDENTITY
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EMAIL SIGNATURE
Turffe Hinsley t.hinsley@bigbent.com roibs ekwc fg ghad fwr hj 4 March 2819 10:22am bluegfksisak@hmail.com
(0 0) 9999 8888 t.hinsley@bigbent.com WWW.BIGBENT.COM
CORPOR ATE IDENTITY
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POWERPOINT MATRIX Slides 1 – 3
Context BIGBEN Tools—Empowering Aussies
What’s the Problem? • BIGBEN Tools has historically serviced the trade industry • Specialising in handheld Power Tools • A new market segment is emerging…
Why does this exist? • Do-It—Yourself renovations, repairs and replacements are on the rise in Australian households • Homeowners are educating themselves through online sources such as YouTube • Power Tools sales for different consumer sectors (2015) Commercial 20% Tradesmen 25% DIY 55%
CORPOR ATE IDENTITY
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Slides 4 – 6
What are we going to do about it? • Constantly seeking innovation and agility Big Ben Tools is rebranding • Supporting the Aussie DIY movement • Focus on good design, safety and usability
How will we do it? • Refreshed clothing line • Sponsor Bunnings DIY Workshop • Introduce new DIY product line
What’s next? • Secure agreements with Bunnings • Establish media campaign
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APPLICATION Tools
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Mug & Coasters
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Notebook & Badge
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Catalogue
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Cap
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Polo shirt
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Factory
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Vehicle
CORPOR ATE IDENTITY
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LEARN FROM THE PAST, ENHANCE THE FUTURE. CORPOR ATE IDENTITY
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